B2B LinkedIn Ads: A Comprehensive Guide to Generate Leads and Drive Growth

The average cost per click for LinkedIn ads is at least twice as high as on Google, Twitter, and Meta.

This simplistic cost comparison will make you wonder if LinkedIn ads are really worth it– especially if you have a small advertising budget. 

LinkedIn may have a higher price tag, but it delivers results through precise targeting and engagement, outperforming many other platforms.

And why wouldn’t it?

LinkedIn is a unique blend of a professional tool and a social platform. It generates higher trust and credibility, making it ideal for B2B performance marketing

It is also most beneficial for B2B performance marketing because the information they need is readily available, whether it is company demographics data, seniority levels, or location information.

If you're concerned about the rising cost of LinkedIn ads, this guide offers tips on how to use them more effectively. Let’s get started: 

What is B2B LinkedIn Marketing?

B2B LinkedIn marketing is a strategic approach to reaching and engaging with businesses and professionals on the LinkedIn platform. It involves creating and sharing valuable content, building relationships, and leveraging LinkedIn's features to generate leads, drive traffic to your website, and ultimately achieve your business goals.

Why Should B2B Companies Use LinkedIn Ads for Marketing?

While LinkedIn’s engagement metrics and targeting capabilities explain the premium pricing, it also boasts a large user base. It has 310 million monthly active users, which makes it a very lucrative platform for B2B marketers.

Apart from the sheer volume of users, policy changes also led to the exponential popularity of LinkedIn ads. In 2018, the frequency cap for LinkedIn ad campaigns was 2, meaning each user could see an ad twice in 48 hours. In 2020, it increased to 5. Currently, the frequency cap is at 7. Companies can now create multiple touchpoints through a single ad campaign. Here are other reasons why B2B marketers should use LinkedIn ads: 

1. Highly targeted audience

LinkedIn allows for precise targeting based on professional demographics, job titles, industries, and interests, ensuring your ads reach the right decision-makers.

2. Strong engagement

Professionals on LinkedIn are not only scrolling but actively participating in industry discussions, making it more likely your ads will capture attention and drive meaningful interactions.

3. Credibility and trust

LinkedIn’s professional environment enhances your brand’s credibility, positioning your business as a trusted authority and fostering stronger connections with potential clients.

4. Lead generation

LinkedIn provides various tools and features to capture leads through sponsored InMail, lead generation forms, and website retargeting.

5. Thought leadership

By sharing valuable content and insights on LinkedIn, you can position your brand as an industry expert and attract potential customers.

Different Types of LinkedIn Ads for B2B Marketing

Here are the different ad formats you can use on LinkedIn ads to achieve your business goals:

Sponsored content

Sponsored ads on LinkedIn are paid advertisements that appear in users' feeds. They allow businesses to promote their content or offers to a targeted audience.

The best way to use sponsored ads is to create thought leadership content. Use individual accounts to promote expert opinions, experiences, strategies, and tips. This approach allows you to tap into the valuable insights of your leaders and team members, adding a human touch to your brand.  You can also track engagement on these thought leadership ads to measure impact and retarget with the accounts that engage or show interest. Being familiar with a “face” from the company makes them more receptive to ads coming from the company’s profile. 

Pros

• It generates strong responses as people are more inclined to connect with other individuals.

Cons

• It doesn't directly lead to the company page, limiting immediate brand visibility. To work around this, consider these strategies:

1. Mention the company upfront in the ad. Ex:  " Recently, my team at XYZ company..."
2. Use the company logo in the ad image or as a watermark to keep your brand top of mind. 
3. Include a call-to-action (CTA) link to your company’s LinkedIn page. Ex: - "Every Friday, we share such stories on a new series called Tips & Tricks on the @XYZ company page. Follow us for more updates."

Text Ads

This ad format consists of simple text-based advertisements that appear in users' feeds. Text ads can be used in any way you like- whether it is promoting specific products or services, driving website traffic, or generating awareness for your brand.

Pros:

• Text ads can be cost-effective compared to other ad types.
• Can be quickly created and launched.
• Can target a wide range of demographics and interests.

Cons:

• Text ads provide limited creative options.
• Maybe less visually appealing than other ad types.

Dynamic Ads

Ads automatically adjust based on the user's specific interests and behavior, making them highly personalized. Dynamic ads can be used in multiple ways. The best way to use dynamic ads is to promote specific products or services based on user preferences.

Pros:

• Highly personalized based on user behavior and interests.
• Can dynamically update with relevant information.
• Effective for retargeting campaigns.

Cons:

• Requires a more technical setup.
• It's more expensive than other ad types.

Lead Generation Forms

Lead generation forms are LinkedIn ads that include a pre-filled form, making it easy for users to provide their contact information.  These ads are often more effective when used later in the customer journey, once trust and interest have been established. You can use lead generation ads to promote gated content on your website or simply conduct some market surveys. Make sure you incentivize these surveys to get the best results.

Pros:

• Pre-filled forms simplify the lead-generation process.
• Can be integrated with your CRM system.
• Highly effective for collecting contact information.

Cons:

• May request more information than users are comfortable sharing.
• Less visually appealing than other ad types.

Message Ads

Message ads on LinkedIn are sponsored messages that are sent directly to users' inboxes, allowing businesses to engage with potential customers directly. Since message ads are more direct and personal, they should be used in instances where personal interactions are more effective. Instead of using message ads to directly promote your product or book a demo, use them for recruitment. A great way to use this LinkedIn ad format is to send out invites for events and webinars or to create a barter system, i.e. to offer exclusive discounts for signing up for a product demo.

Pros

• Message ads filter the inactive users.

Cons

• Seems spammy or invasive if the messaging is not right.
• Running these ads can add up in cost. Although individual message ads may only cost a few cents, their open rate averages 38%, with a click-through rate of about 3.6%.some text
  • For example, if you send 1,000 messages at 50 cents each, only 3.6% (or 36 people) might click through, resulting in a cost of around $36.54 per click—high for each engaged user.

Video Ads

Video ads on LinkedIn are sponsored videos that appear in users' feeds, allowing businesses to showcase their products, services, or brand stories in a visually engaging format.

Video ads are ideal for generating warm leads for retargeting funnels. You can gauge engagement by tracking viewers; for example, who watch 34% or 50% of the video, indicating interest in your product or service. These engaged viewers can then be filtered into retargeting campaigns for more targeted follow-up.

Pros

• Video continues to gain popularity, attracting more user attention than other formats.
• You can repurpose long videos, demos, and tutorials to create video ads.
• Video ads have higher engagement than other formats.

Cons

• Creating high-quality video content can be expensive and time-consuming compared to static ads.
• Video ads depend on viewer engagement, and users may scroll past if they aren't immediately captivated.
• Some users may engage with the video but not click through, reducing direct lead generation from the ad itself.

How Do You Create an Effective LinkedIn Ads Marketing Strategy?

Here's a step-by-step guide on creating your LinkedIn ads strategy for B2B audiences:

Define Your Target Audience

Develop detailed profiles of your ideal customers including job title, location, interests, etc. to better understand their needs and pain points and leverage LinkedIn's targeting features to reach your specific audience based on various criteria, such as job title, company size, seniority, and location.

Set Clear Goals and Objectives

Establish key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and return on investment (ROI) based on your goals. Are you aiming to raise brand awareness, or drive? Look at reach and engagement. If you want to generate leads or boost sales, track CTR and website visits.

Craft Compelling Ad Copy

Write ad copy that captures attention, highlights the benefits of your product or service, and encourages users to click through. Make sure to incorporate eye-catching ad creatives to make and add CTAs- whether it's visiting your website, signing up for a newsletter, or downloading a resource.

Optimize Your Landing Pages

Make sure the messaging on your landing pages is consistent with the ad copy to avoid confusing users. If you've led them to the landing page promising an eBook then it should be visible the minute they land on the page. Do not deviate to talk about your product features or use cases. Also ensure your landing pages are optimized for conversions, with clear messaging, a strong CTA, and a fast load time.

You can use analytics tools to monitor metrics like bounce rate, time on page, and conversion rate to identify areas for improvement.

Choose the Right Ad Format

Select the ad format that best aligns with your objectives. For example, if you want to create an email list, lead-generation ads might be the most suitable option.

Bid Strategies and Budget Allocation

Set a realistic budget for your LinkedIn ads campaign based on your goals and resources and then select a bidding strategy that aligns with your objectives, such as cost per click (CPC), cost per impression (CPM), or maximum bid. Distribute your budget across different ad groups and campaigns to maximize your reach and results.

Test and Track

Track key metrics like CTR, conversion rate, and ROI to assess the effectiveness of your campaign and use insights from your analytics to make informed decisions and optimize your campaign performance.

LinkedIn Ads for B2B: Best Practices & Tips

Here are some best practices to follow when you create LinkedIn ads for B2B marketing:

Leverage High-Quality Visuals and Content

Visual content is more engaging and can help your LinkedIn display advertising campaigns stand out in the feed. You can use carousels, infographics, or text images with compelling messages to capture attention and create a thumb-stop moment.

Utilize Retargeting Strategies

It takes 6-8 touchpoints before a sale occurs. It is important to keep your leads engaged with different retargeting methods to ensure that your LinkedIn ads generate results and convert audiences into paying customers down the line.

Engage and Respond to Leads

Make sure to respond promptly to messages and comments from potential customers. Delayed responses can cause leads to turn cold. Continue to engage with leads after they've expressed interest.

Mistakes to Avoid While Doing B2B LinkedIn Ads

Poorly Defined Target Audience

Understand your ideal customer's demographics- job title, industry, and pain points. If your target audience is too broad the LinkedIn ads strategy will end up costing you a lot of money. Leverage LinkedIn's advanced targeting options to reach your specific audience.

Unclear Goals and Objectives

Determine what you want to achieve with your LinkedIn ads campaign. Make sure your LinkedIn ads are contributing to your broader marketing objectives.

Neglected Landing Page Optimization

Ensure your landing pages are consistent with your ads. Create visually appealing, easy-to-navigate landing pages with a clear call to action. Mobile responsiveness is often overlooked when designing landing pages for LinkedIn ads, yet 57% of LinkedIn users access the platform on mobile. Providing them with a seamless experience is essential.

Neglecting A/B Testing and Optimization

Try different ad formats, creatives, targeting options, and bidding strategies to find what works best for you. Data from LinkedIn campaign manager reports and third-party apps can be used to identify areas for improvement and make informed decisions.

How to Measure the ROI of Your LinkedIn Campaigns

Here's how to determine if your LinkedIn ads strategy is working or not:

Define Your Key Performance Indicators

Determine which metrics are most important for measuring the success of your LinkedIn ads campaign, such as click-through rate, conversion rate, and return on investment.

Utilize LinkedIn Ads Reporting Tools

Use LinkedIn's analytics tools to track key metrics, analyze your campaign's performance, and combine LinkedIn ads data with other analytics tools to get a more comprehensive view of your marketing efforts.

TripleDart: A Leading PPC Agency to Make Your Job Easier

Building an in-house team with the expertise to effectively manage LinkedIn ads can be costly and time-consuming. Partnering with a specialized agency like TripleDart offers a more efficient and cost-effective solution.

One of the key advantages of working with TripleDart is our experience. We devise highly targeted, strategic campaigns that help you save time and money. Retargeting LinkedIn leads often requires using other platforms like Meta or Google Ads. Our agency possesses the expertise in all PPC campaigns to guide you through this process.

TripleDart has a proven track record of working with B2B and SaaS companies, understanding the intricacies of their sales cycles and target audiences. For instance, we helped Airbase achieve a remarkable 183% increase in ACV quarter-over-quarter through our strategic marketing efforts.

TripleDart can help you leverage different LinkedIn ad formats, strategies, and campaign types to achieve your business objectives. Call us for a free consultation!