Ruhani Rabin
7 min readApr 26, 2022


Over 500 million people use LinkedIn globally, making the platform a marketing goldmine for B2B and B2C businesses. Increased exposure, more quality website traffic, and a considerable increase in leads are some of the benefits that come with maximizing LinkedIn for marketing.

Interestingly, many businesses are not adopting LinkedIn ads as part of their marketing strategy. This decision is often attributed to the cost of LinkedIn advertising. But the truth is LinkedIn marketing gives value for every cent spent if correctly done.

This article combines LinkedIn Tips for advertising and practicals for maximizing ads.

Table of Contents

LinkedIn advertising is an excellent marketing investment.

Social media platforms like Twitter, Facebook, and Snapchat offer ads, but these ads are tailored to a more personal profile. On the other hand, LinkedIn is an ad platform suited to business professionals. The rapid growth of LinkedIn ads has made the platform integral to most successful marketing campaigns for both B2B and B2C businesses.

Another significant benefit of adopting LinkedIn marketing is that it allows you to reach business-oriented audiences through different ad formats, objectives, and direct sponsored messaging.

Similarly, considering LinkedIn users engage in content that aligns with their professional profile and career interests, it will be an excellent platform for people seeking to advance their careers, follow industry-related news, and connect with peers.

LinkedIn advertising also outranks other advertising platforms with its target audience quality compared to quantity. Your audience may be more receptive to your messaging because of the professional setting.

Companies or businesses can effectively target specific audience groups with LinkedIn ads, using filters like industry, skillset, job title, degree, and company name or size. In this LinkedIn Ad Tips specific article, our streamlined approach helps find more relevant audiences, puts you in touch with decision-makers, and increases your potential conversion rate.

To round up this section, it is essential to note that people in the business community nurture leads on LinkedIn instead of Facebook or Snapchat. Instead of chasing dead-end leads, you can spend that time running your business.

Moving forward, let’s discuss practical LinkedIn ad tips.

Practical LinkedIn Ad Tips

1. Monitor your campaign progress.

Your business can only achieve the best results with LinkedIn ads when you periodically monitor your campaign and evaluate its progress. It is advisable to continually monitor statistics like click-through rates and ad impressions. Based on the feedback, you can either pause ads that don’t perform as expected or replace them with better ads.

Understanding what works and what doesn’t through the analysis of your campaign performance puts you in a solid position to improve the quality of your ads.

2. Get the Ad objective right.

It is crucial to set the right objective when creating your LinkedIn ad campaign. An objective is the reasoning behind your campaign and the action you require from a user. There are three groups of objectives, including awareness, consideration, and conversion.

Because these ads have their place in a sales funnel, they are only suitable for use at different times in a customer’s buying experience.

3. Choose the best Ad format.

Choosing the correct ad format when running your LinkedIn ads is one of the best ways of achieving great results. You can choose from different LinkedIn ad formats, including sponsored content, sponsored InMail, and text ads.

Sponsored content is the native advertisement form that sits directly in the feed of a LinkedIn user. This ad appears with content from other LinkedIn users a user follows. In addition, these ads are similar to Facebook promoted posts.

Sponsored InMail, on the other hand, is for sending your targeted recipients personalized messages. Luckily, you don’t have to bother about a user not viewing your ad since LinkedIn only sends them to active users. You can also include a mobile-friendly link or call-to-action button with this ad format.

Text ads are pay-per-click ad formats usually found on the side rail or inline display. It is relatively easier to create these ads, and you are only charged for the clicks on the active ads. So, it is an overall good deal for LinkedIn Ad Tips.

4. Personalize your ads.

While this may sound demanding and time-consuming, personalizing your LinkedIn ads usually work wonders! With proper targeting, tailoring your message to connect with your specific audience is possible. Intext ads also allow you to while sponsored content will enable you to speak to your audience directly.

With sponsored InMail messages, you can add a personal greeting using %FIRSTNAME%, %LASTNAME%. Also, if you’re targeting a specific job title with your ads, you can mention the recipient’s job title.

Using the second-person approach in your ad copy also enhances your connection with your target audience.

5. Integrate statistics and quotes.

Using amazing quotes or statistics helps you stand out and capture your audience’s attention. People quickly digest smaller pieces on social platforms, including LinkedIn. So why not pull them in using a punchy quote, then follow up with an irrefutable offer?

The right quotes also help with breaking down information. For instance, picking a short quotation that people connect with quickly helps them understand where you are coming from.

Using the picture of the person, you’re quoting and their quote in your copy has delivered outstanding results.

6. Work with an ad budget.

Your daily ad budget is the maximum amount you can pay during your campaign, and you cannot spend less than $10 per day on LinkedIn to run ads. However, your daily minimum may vary depending on your ad campaign.

In some cases, your ads might continue displaying even when you have exhausted your budget for the day. LinkedIn charges you for clicks and impressions 20% more than the daily budget you have set when this happens.

You can always calculate your future budget by multiplying the bid by your expected number of clicks or impressions. For instance, if you hope for 15 clicks per day and your budget is $5 per click, your minimum daily budget is $75.

7. Consider multiple trials.

With LinkedIn marketing, trying out different options doesn’t hurt anyone. LinkedIn recommends creating three ads for each of your campaigns, and that means you can try out as many as fifteen different ad variations.

The advantages of creating multiple campaign ads include allowing you to see what works best for your audience and using the insight to make better ads in the future. LinkedIn automatically displays your best-performing with the highest click-through rates out of the lot. You may decide to pause the other ads and save your advertising costs.

Different ad variations provide more flexibility, delivering variety to your target audience. This is the beauty of multiple trials — it allows you to test and tweak as much as possible until you get it right.

You can create different ad variations by changing the post copy, images, or headline.

8. Adopt clear Call-To-Actions.

Your LinkedIn ads may underperform if you fail to include relevant call-to-action. Why? A call-to-action points a user to the next step. So, when you use unclear or overly complicated call-to-actions, your target audience is confused and ignores them.

A simple but strong call-to-action written in plain and straightforward language can compel a user to take the next step. For example, words like download, confirm, join, register, learn, try, and others that appeal to people’s emotions have shown remarkable results in call-to-action.

You will agree that a call-to-action like “take charge of your future today” appeals to users looking to make a career change or start a business. The more excited your users are, the more likely they will click on your ad. This power lies in your call to action.

Another beauty of call-to-actions is that you can try a few of them to find out what works best. Even if you don’t get as many actions on your ad campaign as you would like, you can test a different call-to-action.

9. Make it brief.

Stick to just facts — you want to be upfront with your message while capturing your reader’s attention. Using a long ad copy sets you up for failure because your audience will most likely scroll past it.

LinkedIn studies show that posts with fewer characters perform up to 18% better on average. Your headline should have 150 characters when using sponsored content for best results, while the description should be 70 characters at maximum.

If you’re using a sponsored video, it shouldn’t be more than 30 seconds long. The video you use in your funnel can be as long as 90 seconds or a couple of minutes long, depending on where your customers are in the sales funnel.

For sponsored InMail messages, they shouldn’t be more than 1,000 characters, and you should also include a link. You can also play around with the delivery time for your messages. For example, getting your audience to click your links over the weekend instead of during the week may make a significant difference.

Integrate These Tips In Your Next Linkedin Ads

There is so much to get out of LinkedIn marketing if and when done correctly. The tips we have outlined above can help you get the desired results for your small business. Go ahead to implement them today.

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Ruhani Rabin

Ruhani Rabin being a tech and product evangelist for almost 20 years. He was VP, CPO for various digital companies. Plays with Drones in his free time.