Linkedin Ads

Linkedin – advertising channel that is ideal for all those entrepreneurs whose target group is the B2B market, including business owners and industry experts. Currently, it is much easier to acquire such customers on Linkedin than through any other social media.

Why is Linkedin advertising so profitable?

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An effective B2B advertising tool
Excellent targeting and remarketing options
Reach specific positions, industries or people!

Linkedin – the most popular website for professionals!

Linkedin is a social medium associating people looking for professional and business contacts. Formerly, considered an online CV only service and used by recruiters in multinational businesses. Currently, it creates a real community of businessmen and businesswomen! Over the years, its popularity has grown. Today, it is the only website where we can directly write to a manager or specialist, as well as search for a given person or for a future interview or cooperation.

Currently, Linkedin has over 570 million professionals among its users. It is an ideal place for B2B advertisers due to the precise targeting possibilities and reaching a narrow group of specialists. In addition, the possibility of targeting ads to various industries and the ability to automatically optimize the bid so that you can convert at the best possible price are other benefits that make it worth considering this channel in your marketing plans.

Compared to other social media, Linkedin is a trusted source of information and users have great confidence in the content published there.

Linkedin community – open to establishing business relations!

Therefore, the content published on it is perceived positively or neutral. Activities on this website can be carried out from a private account or a business account. It is therefore a perfect tool for conducting activities related to employer branding, CSR or spreading the work culture. Linkedin is considered the most effective platform in terms of generating leads and establishing business and partner contacts. Users “surf” on it for a specific purpose, including:

  • industry news,
  • expert advice,
  • vocational training,
  • opinions and recommendations on a given topic,
  • content of interest published by influencers.

What’s more, compared to other social media and our number of contacts, on LinkedIn we have a greater chance of reaching our target group – even 50%. By sharing information or entries on Linkedin, we have a much better chance that a user known to us will click and read it.

The very specificity of Linkedin is completely different from the characteristics of one of the most popular social media in the world – Facebook or Instagram. Comparing these websites in terms of the number of users, Linkedin may be less favorable, however, by focusing on a specific target group, which are people of working age, specialists in a given field, Linkedin gains a significant advantage. The remaining social media are most frequently visited after working hours, where users most often look for accessible, entertaining and cultural content. However, Linkedin users spend their time on the website most often during working hours. Currently, these are not only people from the HR department, but also business owners, employees of marketing and IT departments. Linkedin is therefore a great tool for conducting social-selling activities, about which we can hear more and more on the web.

Company profile or Linkedin Pages

Company profiles rank high in search results and many people search for them directly on the platform. This is good news for businesses as there are many features and tools to make your listing stand out.
Through the company profile on Linkedin, we can achieve several goals:

  • build brand awareness,
  • gain potential customers (for B2B),
  • acquire business partners,
  • employer branding / Company Culture,
  • acquire new employees.

Depending on our goal, we should create a communication strategy, and thus choose the appropriate Linkedin functions.

In addition, Linkedin offers other opportunities to promote business, including by posting your own publications, the so-called “tracking” of other people from the industry, establishing business contacts, and moreover, running a company profile, for recruitment purposes, spreading the company’s “Culture Code” or simply, to increase awareness of our brand.

At the beginning, free activities should be enough to gather a certain group of followers, see what activities are carried out by the competition and whose vote counts on Linkedin. There are influencers in a given industry who have already noticed Linkedin’s potential and started to carry out their activities there. Having a ready profile, it is worth getting interested in additional options, e.g. premium accounts or paid ads on Linkedin.

Linkedin Premium account

If you intend to use Linkedin for business purposes, you should certainly consider the Premium options that are offered on this website for a fee. Linkedin offers as many as 4 Premium plans, depending on the purpose for which we want to use the platform, we can choose from:



this is an option for people who are looking for their dream job and want to be searched more often by recruiters and receive personalized job offers by email and directly via LinkedIn



it will work if our goal is to build a brand image and a better network of contacts.



one of the premium options that offers the widest range of additional functions, such as creating lists of target groups and advanced search for potential customers.



for businesses recruiting on a larger scale. It allows not only to publish offers, but also to search for potentially interested candidates using an advanced tool.

Linkedin Premium is one of the most expensive social media tools on the market. Therefore, in order not to waste the invested money, it is important to take care of your image and create a “strong” profile in the basic version before buying the Premium plan. Only a well-prepared profile for the features of premium plans will bring you benefits. Finally, no matter what action we take – the final step of the person concerned will be a visit to our profile.
When buying a Premium account, we must take into account that additional functions may not be easy to use, so it is worth preparing a plan to use the first free month, during which we will check whether the functions are sufficient for us and whether they bring us the intended benefits.
Advanced features allow you to better target ads on Linkedin, so it’s worth combining these two solutions to reach your target group in the best possible way.

Sales Navigator on Linkedin

Linkedin offers additional tools that help in conducting sales activities on this platform. One of them is Sales Navigator.
Sales Navigator is an additional platform that is not a part of your primary account. You will find functions such as:

  • advanced search that allows you to accurately describe the target group you want to contact. In addition to demographic data, information about the industry and business, you can search for a person’s data by keywords, tags and content.
  • recommendations of other leads that match your search.
  • saving and supplementing with additional information the list of leads that we have created. It is also possible to transfer it to a CSV file or your own CRM system.
  • and other functions, such as the ability to check who visited our profile in the last 90 days, monitoring the activity of our prospects and changes related to their work, and 20 free InMails in the package.

The function that allows you to monitor the activity of your prospects on Linkedin, will have a great impact on building the image of your person or business. Thanks to it, we will be able to easily see when and on what topic a given person speaks (likes, comments, writes an article) and reacts accordingly, e.g. by replying to a comment or giving an opinion on the written text.

When operating on Linkedin Sales Navigator, you should take into account the time needed to, firstly, make good use of the platform, secondly, to create a database for later analysis, and thirdly, to turn the obtained leads into customers. Understanding how advanced features work is essential if you want to put them to good use. Linkedin is a tool with great possibilities that increases with a better understanding of the website and the use of paid functions. In terms of sales, it may turn out that running these activities on Linkedin takes a lot of time and you may need to create an additional position.

List of target groups on Linkedin

One of the biggest advantages of the Linkedin ad manager is the ability to create very specific target groups. You can specify the language of the target audience, their location, industry and the business they work for. We can also define the target group based on demographic data, education, work experience, position and interests, based on the groups to which a given user belongs. It is also possible to send your own group of recipients, e.g. an e-mailing list or other recipient lists previously created by us. It can be attached as a csv file. The support page also describes the steps to be taken to export recipient lists from various sources, e.g. gmail or yahoo.

Advertising on Linkedin – goals, ad formats and opportunities to reach target groups

Advertising on Linkedin can pursue various goals, including:

  • increasing brand awareness,
  • increase in the number of visits to the site,
  • increase in reaction or video views
  • increase in conversions and leads

Choosing a goal can be made at the very beginning of campaign creation. There can be intermediate goals that will all meet the main, pre-defined campaign goal.
The campaign manager account must be linked to your private or corporate account – you can easily do this through your profile if you are the administrator of the account.
There is currently a Beta account that you can still swap with the old account design.
Linkedin, although less recognizable than other advertising services, such as Google Ads or Facebook Ads, also offers various types of ad formats that can be tailored to a given target group and the goal we want to achieve.

Check out our Linkedin advertising guide below!

There are three types of ads on Linkedin:


Text ads

Appear at the top or on the right when browsing the portal. You can only add your business logo (ideal size is 100 × 100 pixels), a short header of 25 characters and text of 75 characters. There are four types of advertising available, differing in the size and shape of the images: square, tall, horizontal and long. Linkedin text ads due to its simplicity and size are considered to be the least annoying ad type for the viewers.


Sponsored Content on Linkedin

Single photo ad, image ad carousel, video ad, job advertisement. Linkedin ads can also take the form of posts that we share on a corporate or private site. Then they will be displayed not only to people who are observers of our website or our friends, but also to the group of people to whom we will direct the advertisement. Therefore, we can encourage users to observe our Linkedin Pages, thanks to which we will reduce the costs of reaching a given target group. Among the sponsored content, we have a choice of various ad formats, thanks to which we can, firstly, choose the right format for the target group, and secondly, create several versions of a given ad, thanks to which we will be able to research which of the given formats works best. Graphic forms such as advertisements with photos or graphics are considered to be one of the best forms, right after short video clips. When choosing this type of format, you should take into account the specificity of Linkedin, its users and the target group.


Sponsored Inmail

These ads are delivered to LinkedIn inboxes. Messages are sent to a given group of recipients. Thanks to advanced functions, we can personalize them more precisely and send them only to a strictly defined group of people. These messages are especially recommended for those who want direct contact with a potential client. They are sent from a private account, so it is important that before sending them, the profile of the person from whom the messages will be sent is completed, looks professional and allows easy contact and finding more information about the services offered or the product that is advertised in the message “Inmail”.

Other extended forms are the so-called Linkedin Dynamic Ads, which allow you to automatically personalize the campaign depending on the person to whom the advertisement is addressed.

Types of dynamic ads on Linkedin


Follower Ads

Advertising on Linkedin aimed at increasing the number of followers of our profile. Important for those who seek followers on their Linkedin Page and also communicate with their recipients there. This type of advertising is especially suitable for businesses that want to increase awareness of their brand among other businesses and Linkedin users.


Spotlight Ads

Ads that drive traffic to your site or landing page by displaying your product, service, event, newsletter or other by calling-to-action your target audience. These ads can be precisely targeted to a given list of recipients, e.g. to people who have previously had contact with our offer, so as to encourage them to observe the company’s profile and be up to date with news.


Content Ads

These are advertisements that allow us to encourage our target group to download a guide, video, brochure, case study, whitepapers or go to blog posts. If you want to promote a guide, presentation or other content that you have created, which requires downloading and providing data, e.g. name, surname and e-mail, then content ads will be useful. If you plan this campaign well, the user downloading the material will also be able to subscribe to your e-mailing list and provide data for further activities, e.g. for remarketing. The units can be equipped with RSS readers, which means the ads will be updated automatically when users refresh the page.


Job ads

These are the ones that, based on the experience and interests of users, appear as proposals on their profiles, encouraging them to view job offers in a given business.

Accounting for ads on Linkedin

Ads on Linkedin can be billed in three systems, i.e. CPC, CPM or CPV. Depending on the format of the advertisement and its purpose, our specialists select the appropriate billing system.
(CPC) cost per click – we can define the maximum amount we want to pay for each click (e.g. EUR 3.00 per click). It is possible to set a daily budget to define the maximum amount you want to spend each day. (minimum amount is EUR 10 per day)
(CPM) cost per mille – we can specify a fixed cost for every 1000 impressions of an ad, regardless of the number of clicks on the ad. This option is good for users who care more about the number of views of a given material than the number of clicks on a link or link to another page.
(CPV) cost per view – you can set the maximum amount you want to pay for playing your video.

Additional requirements for the cost of advertising on Linkedin:

  • The minimum daily budget for the campaign is EUR 10
  • Total campaign budget: EUR 10 (optional for Sponsored Content);
  • Minimum bid for CPC, CPM, or text ad campaigns: € 2.
  • The minimum bid for Sponsored Content campaigns (dynamic ads) varies depending on the audience.

The suggested number of recipients, cost per ad, number of impressions and suggested cost per click are always visible when creating a campaign, so we can check the average expected results of our settings before it starts.

Linkedin analytics – tracking campaign results on Linkedin

Smart advertisers want to track the results of their campaign. That is why it is important to install the LinkedIn Insight Tag; it is a JavaScript code that can be added to your website to enable campaign reporting and obtain valuable information about website visitors. The LinkedIn Insight tag can also be used to track conversions, retarget website visitors, and obtain additional information about members interacting with your ads.
LinkedIn ads require a larger budget because they have much higher minimum bids that are billed in euros or dollars, which are additionally affected by currency conversion. It is therefore worth installing the necessary insight tags from the very beginning, planning performance tracking and campaign optimization. The analysis of the results of the Linkedin campaign is very important, especially since the budget spent is much larger than on other platforms and its optimization requires prior knowledge of the Linkedin ad manager.

It is therefore worth considering which form of advertising will be the best and whether it is possible to reach our target group through a different channel. If not, then it is worth creating specific lists of target groups or using remarketing.

Advantages and disadvantages of the Linkedin advertising campaign

Each advertising platform has its own strengths and weaknesses. Depending on your goal and the group of people to whom you want to target your ads, you need to decide whether a given advertising channel is appropriate and whether the campaigns conducted there will translate into the intended results and profit.

What are the advantages of operating on Linkedin?

  • the number of active LinkedIn users is systematically growing
  • the ability to reach a very specific user who is difficult to contact through other advertising channels
  • there is a high chance that your competitors’ advertisements are not displayed on this platform
  • advertising on LinkedIn is displayed in such a way as not to disturb users viewing posts on the website

What are the weaknesses of Linkedin ads?

  • advertising costs are quite high and campaigns require constant monitoring and systematic analysis of the results
  • compared to other platforms, Linkedin has a long waiting time for ad approval (sometimes even more than 72 hours)
  • a small number of users sometimes makes it difficult to target ads effectively (the minimum number of users in the target group to start an advertising campaign is 300 members)

How to advertise on Linkedin?

In the case of sponsored content, Linkedin recommends a minimum of 300,000 users in the target group, and in the case of text ads, the highest effectiveness according to the Linkedin support will be achieved when targeting a group of 60,000-400,000 people. Considering InMail messages, this number is 100,000 or less. Of course, the size of the audience is also related to the advertising costs and requires systematic optimization to achieve the intended results.

Anna Swornowska
Senior Ads Specialist

Effective campaigns on LinkedIn with extensive analysis, monitoring and dynamic adjustment.

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