With over 450 million working professionals and a wealth of information on each user, LinkedIn advertising offers an incredibly powerful tool for B2B marketers.

Unlike other social media channels, LinkedIn is all about business. Meaning you can actively target business owners, decision makers and the demographics that fit your ideal business customer.

guide to LinkedIn advertising

In this guide, we’ll run through everything you need to know about advertising on LinkedIn and how to make it work for your business.

Who should use LinkedIn advertising?

Before you dive in, the first question is who really uses LinkedIn?

And in truth, it’s not for everyone. Advertising on LinkedIn is more about high-value B2B products and services than smaller transactions and commodity selling.

LinkedIn advertising is best utilised with bigger leads – a way of attracting business decision-makers and potential partners.

This is the social media platform for making valuable business connections.

Keep in mind that around 48% of LinkedIn users are in a decision-making role and over 75% of LinkedIn members work at companies with more than 1,000 employees.

There’s also the added benefit of using LinkedIn as a tool for recruitment. The platform can be used to target new talent by searching for members by education or experience level, helping businesses locate the right calibre of candidate.

If you’re looking to make contact with some influential professionals or seeking out your next ideal recruit, LinkedIn advertising could be perfect for your business.

How do LinkedIn ads work?

LinkedIn advertising lets you reach highly-targeted groups of professionals with a tailored marketing message.

Using the standard advertising options, you can target demographics such as:

  • Job title
  • Industry sector
  • Company size
  • Location
  • Gender
  • Age

With personalisation being fundamental to a modern advertising strategy, LinkedIn offers massive potential for opening doors for your business and giving your business a voice.

What are the different types of advertising on LinkedIn?

Display and text ads

Display and text ads can appear in a number of places – including the side or bottom of the homepage or within a user’s inbox. These ads give you the option to include an image or video, as well as written content.


Standard InMail lets you to send a message to any LinkedIn user directly. It’s important to make sure these messages aren’t wide-spread spam, but instead deliver a well-thought-out, personalised message.

Sponsored InMail

This is the paid equivalent of InMail. Unlike standard LinkedIn messages, the sponsored counterpart offers intelligent targeting options to reach a more specific network.

Sponsored content

Sponsored content lets you place your articles or digital content into the feed of LinkedIn members outside of your network. This method effectively blends advertising with content marketing.

Follow Company Ads

These tailored display ads are used to gain new followers for your LinkedIn company page. Perfect if you’re trying to grow and nurture your LinkedIn following over a longer timeframe.

Recommendation Ads

Recommendations can appear in a number of different locations to help advertisers grow a product’s reach. The aim is to grow organically through further shares and recommendations after launching the campaign.

Join-Group Ads

Groups can be a great way of building communities tailored around your product or service. If you’re looking to build a LinkedIn group, the ads can help get the ball rolling.

Tips for advertising on LinkedIn

With all the different options available, it’s important to remember a few universal tips.

To make sure you get the most out of your LinkedIn investment, concentrate on getting these key areas right – and be flexible enough to adapt to your results.


Copywriting on LinkedIn needs to be crystal clear. This isn’t the place for jargon or buzzwords. Your written content needs to grab the attention of a business professional who won’t want to read through excruciating detail – explain your value but keep things simple.


Images that are both relevant and eye-catching are crucial. LinkedIn feeds can be quite cluttered, so you need to make the most of the space you’re given. If you don’t get that initial glance, your advert will go unnoticed.


LinkedIn really shines at business-focused targeting. To make sure you reach the right people, think about who your ideal customer actually is. What industry do they work in? What is their role in the organisation? How do they like to consume information? Discover who you want to reach, then use LinkedIn to do achieve that touchpoint.


Test, test and test again. Try different variants of your campaigns to determine which one brings in the best results. Change the headline, image, text, or your target persona. There’s no reason to go with your gut when LinkedIn can provide conclusive evidence on success.


With any digital advertising campaign, this should go without saying. Nonetheless, always remember to measure performance and make ongoing tweaks. It’s not until you try something that you really get to know how well it works for you. By monitoring results like impressions, clicks, and cost, you’ll be able to improve your return on investment and streamline your LinkedIn advertising.

How much does LinkedIn advertising cost?

So, back to basics… how much does it cost?

With any contextual cost-per-click advert, this depends on your targeting and competition. As well as the performance of the ads themselves.

We’ve seen LinkedIn adverts fluctuate between 60p for a sponsored InMail send to around £3.50 for a more targeted PPC conversion.

The key is following best practice so you get the best possible value out of each campaign. You’ll also be able to set a designated maximum spend so your advertising never flies off the handle.

Still, it’s important to make sure you’re not wasteful.

As with any PPC campaign, LinkedIn advertising isn’t a channel you can set up once, then leave infinitely.

It requires a commitment to long-term results and improvement in order to deliver the best possible return on investment.

So why advertise with an agency?

An agency’s goal is to work with you to develop effective advertising campaigns.

Gaining access to copywriters, designers and consultants is a powerful option to have when piecing together an advertising campaign. A campaign that would otherwise cost valuable time and in-house resource.

When choosing an agency, it’s important to get to know who you’ll be working with. So look around.

At the end of the day, you want to be in safe hands and develop a strong working relationship that can bring your business the right kind of results.

In our case, we have a team of experts across the range of disciplines above – and access to a LinkedIn account director to provide further updates on the platform.

Combine your audience insight with our technical expertise and reach your ideal customers with LinkedIn advertising.


Tapping into influential professionals is crucial for any B2B marketer.

While Facebook and Twitter offer some great options for brand awareness and community engagement, LinkedIn is a powerhouse for developing business contacts.

It can take some getting used to, but if you’re selling high-value B2B services, opening doors to the right brands could be the next step in elevating your business.

After seeing some fantastic results first-hand, Purpose Media has partnered with LinkedIn to provide additional tools, guidance and hands-on workshops for our followers.

These workshops will help you get to grips with LinkedIn advertising, with practical advice you can apply to your business.

To register your interest for a LinkedIn marketing workshop, give us a call on 01773 864500 or contact us today.

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Posted by Katrina Starkie