Top LinkedIn Ads Best Practices

Key takeaways

  • Strategically Target Your Audience: Utilize LinkedIn’s precise targeting to reach decision-makers and influencers within your desired industries and job functions.
  • Optimize Ad Creatives and Copy: Create compelling visuals and persuasive ad copy tailored to your target audience, emphasizing clarity, relevance, and a strong call to action.
  • Measure, Analyze, and Adjust: Leverage LinkedIn’s analytics to track your campaign’s performance. Use these insights to continuously refine your strategy for improved results.

LinkedIn has become a powerful platform for businesses to reach their target audience, and one of the most effective ways to do this is through LinkedIn ads. To create great LinkedIn ads, it’s important to follow LinkedIn ads best practices and create compelling ad copy that resonates with your audience. Whether you’re new to LinkedIn advertising or looking to improve your current strategy, this article will provide you with the tips and insights you need to create successful LinkedIn ads. 

LinkedIn ads best practices

At the heart of any successful LinkedIn ad campaign is a clear understanding of best practices. These are not mere suggestions but foundational steps to ensure your advertising efforts yield the desired results. Let’s delve into these practices:

Choosing your Objective

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Before launching any campaign, it’s imperative to define what you aim to achieve. LinkedIn, with its sophisticated campaign manager, offers various objectives tailored to different stages of the customer journey. Whether it’s generating leads, driving website traffic, or increasing brand awareness, selecting the right objective is your first step towards a tailored ad strategy that speaks directly to your target audience.

Choosing the right AD type for your Objective

LinkedIn provides a variety of ad formats, each serving a unique purpose:

  • Sponsored Content: Ideal for boosting your content’s visibility directly in the LinkedIn feed, be it articles, videos, or images.
  • Text Ads: Perfect for driving traffic to your website, these ads appear on the sidebar and are cost-effective.
  • Dynamic Ads: These ads dynamically change to match the profile of the viewer, offering a personalized experience.
  • Message Ads: Delivered straight to your audience’s LinkedIn inbox, these are great for direct engagement.
  • Video Ads: With the growing preference for video content, video ads offer a compelling way to share your story.

Understanding the strengths of each ad format allows you to align your ad type with your campaign objective for optimal impact.


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When it comes to LinkedIn advertising, the ad copy and creatives are not just elements of your campaign; they are the heart and soul that capture attention, convey your message, and compel action. For B2B audiences, who seek professionalism and value in every interaction, fine-tuning these components becomes even more critical. Let’s delve deeper into how you can optimize your ad copy and creatives for maximum impact.

Creatives: Quantity and Quality

  • Quantity: The number of creatives per ad set can significantly influence your campaign’s performance. For Sponsored Content and Carousel Ads, using multiple creatives allows you to tell a more comprehensive story and showcase various aspects of your offer or brand. A good rule of thumb is to start with at least 3-5 variations per ad set. This variety enables A/B testing to see what resonates best with your audience. For Carousel Ads, LinkedIn allows you to include 2 to 10 cards, which can be used to feature different products, services, or points of a single narrative.
  • Quality: High-quality visuals are non-negotiable. They should be professional, brand-aligned, and designed to stand out in the LinkedIn feed. For images, ensure clarity and relevance to the accompanying message. For video ads, keep them short (usually under 30 seconds) and to the point, with clear messaging even without sound, as many users may watch without audio.

Linkedin Ad Copy

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Tone: The tone of your ad copy should resonate with the professional nature of LinkedIn and its B2B audience. Opt for a formal yet accessible tone that communicates value and expertise. It’s important to speak the language of your target industry while still being approachable.

Type of Copy: Your ad copy should be succinct and focused on the value proposition. Highlight the benefits of your product or service, addressing specific pain points or challenges your B2B audience faces. Use bullet points or short paragraphs for easy readability.

  • For Lead Generation Ads: Emphasize the solution your product or service offers, using statistics or success stories to bolster your claims.
  • For Brand Awareness Campaigns: Focus on storytelling that aligns your brand with industry values or innovation.
  • For Event Promotion: Use urgency and exclusivity to encourage sign-ups or attendance, highlighting what attendees will learn or gain.

Call to Action (CTA): Your CTA should be clear and direct, telling your audience exactly what you want them to do next. Whether it’s “Learn More,” “Download Now,” or “Get in Touch,” ensure that the action is relevant to the stage of the customer journey you’re targeting.

Personalization: Whenever possible, use personalization to make your ad feel more relevant to the individual. LinkedIn’s targeting capabilities allow you to tailor your ads based on job title, industry, company size, and more. Leveraging this feature can increase engagement and conversion rates.

Testing and Optimization: Finally, the key to perfecting your ad copy and creatives lies in continuous testing and optimization. Use LinkedIn’s analytics to monitor which variations perform the best and iterate based on data-driven insights. This approach helps refine your messaging and visuals for better results over time.


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LinkedIn’s targeting capabilities are unparalleled, especially within the professional realm. To leverage this, the rule of thumb is to align your targeting strategy with your campaign objectives meticulously. LinkedIn offers a plethora of targeting options including job titles, industries, company sizes, and more, enabling you to pinpoint the exact demographic that aligns with your business goals.

  • For Lead Generation: Focus on targeting decision-makers within industries relevant to your product or service. Utilizing LinkedIn’s job function and seniority level targeting options can help you reach those with the authority to make purchasing decisions.
  • For Brand Awareness: Broaden your targeting to include a wider range of positions and industries related to your field. This approach helps in casting a wider net, increasing your brand’s visibility across potential clients and partners.
  • Rule of Thumb: Always start with a broad audience to gather data on what works best, then gradually refine your targeting based on performance insights.


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Bidding on LinkedIn can be approached with a strategy that balances achieving your desired outcomes while maintaining cost efficiency. LinkedIn offers several bidding strategies, including cost per click (CPC), cost per impression (CPM), and cost per send (CPS), each serving different campaign goals.

  • For Direct Response Campaigns (e.g., lead generation): CPC bidding is typically the most cost-effective. You only pay when someone takes the action of clicking on your ad, ensuring your budget is spent on potential leads.
  • For Awareness Campaigns: CPM bidding might be more suitable as it focuses on impressions, helping you achieve maximum visibility among your target audience.
  • Rule of Thumb: Start with LinkedIn’s recommended bid but adjust based on the competitiveness of your target audience and the performance of your ads. Monitor closely and tweak bids to find the sweet spot between visibility and cost.

Measure results

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The true measure of your LinkedIn advertising efforts lies in the analysis and interpretation of campaign results. LinkedIn provides comprehensive analytics that allows you to track a variety of metrics, including click-through rates (CTR), conversion rates, and lead quality.

  • Conversion Tracking: Setting up conversion tracking on LinkedIn is critical for understanding how well your ads are driving the desired actions, such as form submissions or website visits.
  • A/B Testing: Regularly testing different elements of your ads, from creatives to ad copy, helps in identifying what resonates best with your target audience.
  • Rule of Thumb: Establish clear KPIs (Key Performance Indicators) at the outset of your campaign and use them as a benchmark for success. Adjust your strategy based on these KPIs to continuously improve performance.


Mastering LinkedIn ads requires a blend of strategic targeting, smart bidding, and meticulous result analysis. By embracing the best practices outlined in this guide, businesses can effectively navigate the complexities of LinkedIn advertising, ensuring their message resonates with the right audience, their budget is utilized efficiently, and their campaigns are fine-tuned based on actionable insights.

Whether your goal is to generate leads, enhance brand visibility, or drive conversions, the key lies in continuously learning from your experiences and adapting your strategy to meet the ever-evolving needs of your target audience. Remember, success on LinkedIn is not just about reaching potential clients; it’s about engaging them in meaningful ways that build trust and establish your brand as a thought leader in your industry. Let’s embark on this journey together, leveraging the power of LinkedIn to achieve unparalleled success in the digital landscape.


  1. What is the best practice for LinkedIn paid ads?

    To optimize LinkedIn paid ads, focus on defining clear objectives, targeting the right audience through LinkedIn’s detailed segmentation tools, crafting compelling ad copy, and using high-quality visuals. A/B testing different ad elements (like headlines, images, and calls to action) and monitoring performance metrics closely for insights will also ensure your ads are performing at their best.

  2. What are the best practices for LinkedIn message ads?

    For LinkedIn message ads, personalization is key. Use the recipient’s name and tailor the message to their industry or role for higher engagement. Keep the message concise and to the point, with a clear call to action. Testing different messages and monitoring open and response rates will help refine your approach for better results.

  3. What is the most effective LinkedIn ad type?

    The effectiveness of a LinkedIn ad type varies by campaign objective, but Sponsored Content tends to be highly effective for its broad reach and versatility. It allows for the promotion of content directly in the feed, encouraging higher engagement rates. However, the best ad type should align with your specific goals, whether that’s lead generation, brand awareness, or engagement.

  4. How do I get the best results from LinkedIn ads?

    To achieve the best results from LinkedIn ads, start with a clear strategy that includes defined goals, targeted audience segmentation, and compelling content tailored to your audience’s interests and needs. Employ A/B testing to optimize ad copy and creative elements, and use LinkedIn’s analytics to continually assess and refine your campaigns. Investing in high-quality content and maintaining a consistent presence will also enhance your overall ad performance.

Photo of Hanan Akmel
( LinkedIn Marketing Specialist/Strategist )

Hanan Akmel, our LinkedIn Marketing Specialist, excels in crafting bespoke marketing strategies for diverse clients.

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