LinkedIn Ads overview

LinkedIn Ads is the default paid channel for B2B targeting professionals by role, company, and industry. CPCs are high ($5-20+) but intent is strong. Used right, it's one of the few channels where you can reach specific executives at named companies.

Key advantages

• Target by job title, role, company size, industry, seniority
• Account-based targeting (upload named accounts)
• Professional context (people aren't doom-scrolling for entertainment)
• Integrates with Sales Navigator data

Ad formats

• Sponsored Content: feed ads (image, video, carousel)
• Sponsored InMail / Message Ads: direct message to inbox
• Text Ads: rail ads, cheap but low performance
• Lead Gen Forms: form-fill directly in LinkedIn
• Dynamic Ads: personalized with profile data

Objectives

• Brand Awareness
• Website Visits
• Engagement
• Video Views
• Lead Generation (LinkedIn form)
• Website Conversions
• Job Applicants

The cost reality

• CPC $5-20 for most B2B roles
• CPM $50-100+ for executive targeting
• Cost per lead $50-200 for quality leads
• Minimum daily spend for useful data: $100+

When LinkedIn works

• B2B with deal size $10K+ (unit economics support high CPC)
• Role-specific targeting (VP Sales, Head of Marketing, etc.)
• Account-Based Marketing (named account lists)
• Professional services (consultants, lawyers, accountants)

When it doesn't

• B2C (wrong audience)
• Low-ticket B2B (CPC can't pay back)
• Urgent/same-day purchases (LinkedIn audience is in research mode)

Where to start

1. Install LinkedIn Insight Tag
2. Define tight ICP (role + company size + industry)
3. Start with Sponsored Content or Lead Gen Form campaign
4. $100-200/day minimum
5. 2-4 weeks before judging