LinkedIn continues to prove itself as the B2B marketer’s secret weapon. With its ability to connect with decision-makers, highlight expertise and drive real results, it stands apart from other platforms, but getting the most out of LinkedIn ads takes more than guesswork. That’s why we’re excited to share insights from LinkedIn pros AJ Wilcox, Amanda Green, Kate Newstead and Tyrona Heath, which reaffirm what we know about making your LinkedIn ads perform. These valuable tips were shared during INBOUND 2024 and we’re eager to pass them along. From fine-tuning your targeting to choosing the best ad formats, these insights will help you optimize your strategy and maximize your impact.
Ad Types That Pack a Punch
First things first—ad formats matter. Different types drive different results. Let’s break it down:
- Vertical Orientation: Vertical ads on LinkedIn have been found to deliver an 11% higher click-through rate (CTR) compared to horizontal formats, which typically average around 0.56% CTR for single-image ads. Who knew turning your content sideways could make that big of a difference?
- Square Ads: They might seem basic, but they deliver a +4% CTR and a 16% increase in engagement. Solid all-around.
- Carousel Ads: If you’re not already using them, you should be. They see a +36% CTR and a +33% Engagement Rate. Get those carousels rolling!
- Document Ads: Here’s the big one. These winners outperform landing page downloads 7x in conversion rates and boost lead gen form completion by 46%.
LinkedIn Video Best Practices
Video is a must for LinkedIn B2B advertising because it’s the most engaging form of content on the platform, capturing attention faster than static ads. In the B2B world, where you’re often targeting decision-makers with limited time, video helps convey your message quickly and effectively. It allows you to demonstrate your product, share real-life success stories and humanize your brand—all while keeping viewers hooked. Videos also perform better in LinkedIn’s algorithm, which means they get more visibility. Simply put, video stands out in a sea of text and images, making it a powerful tool for driving engagement and conversions in B2B marketing.
Here are some recommendations for video lengths based on your goals:
- Awareness: Keep it short. 30 seconds or less.
- Consideration: Under 45 seconds. Focus on product demos or case studies.
- Conversion: Under 2 minutes. Make sure to drive home your case studies or product demos.
To put it simply: Use a compelling brand story for awareness, product demos or case studies for consideration and more in-depth case studies or product walkthroughs for conversion.
Targeting Settings
Targeting isn’t just about getting your ad in front of someone—it’s about getting it in front of the right someone. On LinkedIn, precision is key and the more you fine-tune your audience, the better your chances of converting leads and minimizing wasted spending. With the right targeting settings, your ad can hit the sweet spot with decision-makers at just the right time.
Here are key tips for optimizing your targeting:
- Audience Precision: Target based on key factors such as job title, industry, company size and seniority to ensure your ads reach the right decision-makers.
- Manual Bidding: Opt for manual cost-per-conversion over maximum delivery to control your budget and costs more effectively.
- Exclusion Strategies: Exclude irrelevant audiences like sales, business development and marketing teams, as well as competitors and existing customers, to avoid wasting resources.
- Company Size & Audience Expansion: Use company size filters to target specific organizations and avoid audience expansion, which may dilute ad performance.
- Web Conversions: If your goal is website traffic, choose a web conversion objective to track and optimize visits.
Creative Fatigue: Keep It Fresh
Content can get stale fast. Mix up your ads regularly to keep your audience engaged. Refreshing your visuals, copy and formats ensures your content feels new and exciting, preventing it from becoming background noise. Here’s how to keep things fresh:
- Humor Works: Yes, it’s a professional platform, but fun content often outperforms the dry stuff.
- 5-7 Creative Variations: This is the sweet spot to keep frequency in check. Make sure they feel like they belong together—same brand, similar messaging.
- Align with Organic Content: Your paid ads should feel like a natural extension of your organic posts. Add value; don’t just push a sale.
Keep Testing, Keep Winning
B2B ads on LinkedIn don’t have to be a mystery. With the right strategies, you’ll see real improvements in your CTR, engagement and conversions. Test, tweak and keep optimizing until you find that winning formula.
Need help making your LinkedIn ads work harder? Contact us today—we’re ready to dive in!Bottom of Form
