LinkedIn Ads for Lead Generation: Ultimate Guide for 2025

In the modern digital marketing age, high-quality lead generation is at the forefront of business concerns. While Facebook and Google Ads currently rule the B2C game, LinkedIn Ads have emerged as an influential B2B lead generation tool. With more than 1 billion professionals present on the platform, LinkedIn presents businesses with the chance to engage with decision-makers, industry authorities, and prospective buyers.

Why LinkedIn for Lead Generation?

Unlike other social platforms, LinkedIn is built for professional social networking, which makes it a suitable space for businesses that are targeting a niche audience. LinkedIn Ads will efficiently target high-intent prospects, regardless of whether you are in SaaS, consulting, recruitment, finance, or enterprise solutions.

What This Blog Covers

In this guide, we will take you through all you need to know about LinkedIn Ads for lead generation:

• Why LinkedIn is the best platform for B2B leads
• The various types of LinkedIn Ads
• The step-by-step procedure for setting LinkedIn Ads
• Best practices and optimisation tips
• Common mistakes to avoid
• Real-life case studies

By the time you’re done reading this guide, you’ll know how to set up high-converting LinkedIn Ad campaigns that convert high-quality leads for your business.

Why Use LinkedIn Ads for Lead Generation?

LinkedIn is the ultimate platform for reaching professionals and decision-makers when it comes to B2B marketing. Unlike all other social networks that serve a wide audience, LinkedIn specifically targets business networking, making it a very focused channel for lead generation.

High-Quality Audience

LinkedIn is composed of professionals, business owners, executives, and key decision-makers. This means businesses can reach a relevant audience with the power to make buying decisions. With 4 in 5 LinkedIn members driving business decisions, LinkedIn is a prime platform for B2B promotion.

Advanced Targeting Capabilities

LinkedIn Ads provide best-in-class audience targeting. Whereas other ad platforms are primarily built on demographics and interests, LinkedIn advertising allows advertisers to target users based on:

• Job title and function
• Industry and company size
• Seniority level
• Years of experience
• Education and skills
• Company name

Such precise targeting makes it possible for ads to be displayed to relevant individuals, raising the chances of generating quality leads instead of haphazard traffic.

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Higher Conversion Rates

Since LinkedIn is designed for professional use and the audience is a specific one, visitors are generally more prone to business-related advertisements as compared to other platforms. Studies have shown that LinkedIn Ads have much higher conversion rates as compared to most other social media platforms. As a result, LinkedIn users are seeking industry insights, business solutions, and networking opportunities, which helps them engage so much more with ads that speak to them.

Multiple Ad Formats for Lead Generation

To capture leads efficiently, LinkedIn has several ad formats specifically designed for the purpose. For instance, the lead gen forms feature allows prospects to submit forms directly within the platform, thereby improving conversion while minimising friction as part of the lead capture process.

Better ROI for B2B Marketers

Although LinkedIn Ads might be more expensive per click than other sites, the leads are generally higher in quality. Companies tend to find that the ROI is greater because leads generated are more likely to result in paying customers.

Success Stories and Statistics

LinkedIn Ads have proven to be effective for many businesses looking to create new leads. According to LinkedIn:

• 79% of B2B marketers indicate that LinkedIn is a preferred source for lead generation
• 40% of B2B marketers consider LinkedIn the top channel for generating high-quality leads.
• LinkedIn Ads convert 3x better than the next best major ad platforms.

For all these reasons, LinkedIn Ads present an important platform for businesses that want to target an effective audience and also generate quality leads.

Types of LinkedIn Ads for Lead Generation

LinkedIn has multiple ad formats that are specifically designed to generate leads for businesses. Each format caters to different needs and is intended for various marketing goals. Knowing these options allows you to select the ad type that aligns with your lead generation strategy.

1. Sponsored Content

Sponsored Content will show up right in the LinkedIn news feed, in the same reactions as organic posts. These ads are used when we want to share blog posts, eBooks, webinars, and product announcements, while encouraging users to take action.

Best for:

• Generating traffic to landing pages
• Promoting gated content (eBooks, whitepapers, etc.)
• Boosting engagement and awareness

Tips for Success:

• Use Attention-grabbing visuals and powerful headlines
• Add a clear call-to-action (CTA) like “Download Now” or “Sign Up”
• Test different ad creatives for top performance

2. Sponsored InMail (Message Ads)

These are personalised messages sent directly to the user’s LinkedIn inbox. These messages are displayed like one-on-one conversations, so they usually enjoy higher open and response rates than traditional email marketing.

Best for:

• Inviting prospects to events, webinars, or product demos
• Redistributing relevant offers and promotions
• Reaching out to high-value prospects

Tips for Success:

• Keep it short and to the point.
• Include the recipient’s name or job title to personalise the message
• Conclude with a compelling CTA that drives the reader to take immediate action

3. Text Ads

Text Ads are ads that consist of two different lines of text, displayed on the right-hand sidebar of LinkedIn’s desktop interface. They are mostly utilised for brand and lead generation through direct response campaigns.

Best for:

• Lead magnet or landing page traffic generation.
• Managing cost-effective campaigns.
• Reaching to a wider audience with lesser cost.

Tips for Success:

• Keep the copy concise and focused on the clear value proposition
• Add a powerful CTA such as “Get a Free Trial” or “Download Guide”
• Experiment with several variations of your ads to identify the most effective

4. Dynamic Ads

Dynamic Ads allow you to personalise ads by dynamically inserting LinkedIn profile data from a user (such as user photo, job title, or company name) into your campaigns, resulting in campaigns specifically targeted at visitors. These ads integrate into the sidebar, automatically changing according to the viewer.

Best for:

• Triggering engagement with personalised messaging.
• Growing brand awareness and lead capture.
• Encouraging users to follow a LinkedIn page or site.

Tips for Success:

• Personalisation must always be relevant.
• Remember to write a captivating and short ad copy.
• Use graphics or photos to grab attention.

5. Lead Gen Forms

One of the most successful tools for generating leads on LinkedIn is to use Lead Gen Forms. LinkedIn Lead Gen Forms let people submit their information without leaving LinkedIn itself, minimising drop-offs and increasing conversion rates. Because the forms are pre-populated with data extracted from the users’ LinkedIn profiles, they can be filled out in a matter of clicks.

Best for:

• Gathering qualified leads with low friction.
• Signing up for events, newsletters, and gated content
• Optimising the lead-generating process.

Tips for Success:

• Make form fields short (only ask for necessary information)
• Provide a lead magnet with a valuable reason to join, like a free guide or an exclusive session.
• Follow up timely with leads once the forms are submitted.

Which LinkedIn Ad Format is Right for You?

Selecting the appropriate ad format relies on your campaign goals:

Ad Format	Best Used For
Sponsored Content	Generating traffic, promoting content, and driving engagement
Sponsored InMail	Customised outreach, event invitations, and special offers
Text Ads	Brand awareness or direct response at very low costs
Dynamic Ads	Retargeting, Personalised engagement
Lead Gen Forms	Seamless lead capture, event registrations

Using the right combination of these ad formats, businesses can always get the most out of their lead-generation efforts and deliver better results.

How to Set Up LinkedIn Ads for Lead Generation

Planning and executing a successful LinkedIn Ads campaign for lead generation takes some smart work. Here is a step-by-step guide to configure your campaign, so your ads go to the right audience and drive high-quality leads.

1. Set Up a LinkedIn Campaign Manager Account

Before running LinkedIn Ads, you need to set up an account on Campaign Manager. If your business is on LinkedIn and has a page, you can simply link it to your Campaign Manager account.

1. Go to LinkedIn Campaign Manager.
2. Then click on “Create Account” and choose your LinkedIn Page.
3. Enter your billing details to activate the account.

2. Choose Your Campaign Objective

LinkedIn offers various campaign objectives. Choose “Lead Generation” as the objective if your ultimate goal is lead generation. This way, LinkedIn optimises your ads for leads instead of engagement or website visits.

3. Define Your Target Audience

One of the greatest strengths of LinkedIn is its audience targeting options. When creating your campaign, you can specify your audience using the following criteria:

• Job Title & Function- Target specific roles, such as Marketing Managers, HR Directors, or IT Executives.
• Industry & Company Size - Target decision-makers in specific types of businesses or industries.
• Seniority Level – Target managers, directors, VPs, or C-level executives.
• Cross Fit Location – Pick countries, cities, and/or states.
• Skills & Interests - People with certain skills or memberships to targeted LinkedIn groups

Pro Tip: Don’t exclude too much or too little of your audience. For best results, LinkedIn recommends targeting the size of an audience to be no smaller than 50,000 people and no larger than 500,000 people.

4. Select the Best Ad Format

Select a relevant ad format according to your lead generation strategy:

• Lead Gen Forms: Ideal for generating leads right from within LinkedIn.
• Sponsored Content: Best fit for the promotion of Blog posts, whitepapers or eBooks.
• Message Ads (InMail): Ideal for one-to-one personalised approaches.
• Text Ads: Great for low-cost brand visibility.

For companies that want a smooth way to have leads captured, Lead Gen Forms are often the best, since they pre-populate the user information from their LinkedIn profile and make it easy to request your offer with lower friction.

5. Create Compelling Ad Copy and Visuals

Your ad creative is the first thing users interact with, so it needs to be both engaging and persuasive.

• Headline: Use a simple and action-focused headline (Get Your Free eBook On LinkedIn Ads)
• Ad Copy: Highlight the value proposition. Tell users what they would get by clicking the ad.
• Call-to-Action (CTA): Even when a CTA appears, it must be direct, such as, Download Now, Register Today, Get a Free Trial.
• Visuals: High-quality images and short videos tend to do better. Use branded designs for a professional appearance.

6. Set Up LinkedIn Lead Gen Forms

If you choose the Lead Gen Forms option, you’ll have to create a form to gather user info without difficulty.

1. Head to Campaign Manager and make a new Lead Gen Form.
2. Add a compelling offer – A free eBook, webinar sign-up, or industry report is effective.
3. Keep the form fields minimal – Only collect what you need (Name, Email, Job Title).
4. Customise the thank-you message – Use the thank you message to offer next steps post submission, like a link to the resource or message you will use to follow up.

7. Set Budget and Bidding Strategy

LinkedIn Ads are based on a bidding system where you pay per click (CPC) or per thousand impressions (CPM).

• CPC (Cost-Per-Click): Ideal for you if you want to generate traffic to your website or lead submissions.
• CPM (Cost-Per-Mille): Best for driving brand awareness
• Automated Bidding: Enables LinkedIn to optimise bids for maximum results within your budget.

Start each campaign with a daily budget of $50-$100 and scale only when you start getting good performance.

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8. Launch and Monitor Performance

After setting up everything, run your LinkedIn Ad campaign and monitor its performance on Campaign Manager.

• Track CTR, CPL & Lead Form Completion Rate
• Run the same ad with variations (images, headlines, and CTAs) for results optimisation.
• Optimise your ads for different target audiences based on their performance.
• Modify your budget and targeting settings based on insights.

By following these steps, you can effectively set up LinkedIn Ads for lead generation and start capturing high-quality leads.

Best Practices for LinkedIn Lead Generation Ads (TBC)

As a specialised channel, LinkedIn Ads are, of course, no different, and following best practices for lead generation on LinkedIn can help you engage effectively, convert more, and spend less. Some proven strategies that can help you get the best results from your LinkedIn Ads.

1. Craft Compelling Ad Copy with a Clear Value Proposition

Your ad copy needs to instantly communicate the benefits of your offer. Steer away from generic messaging, and address how your product/service/content helps the target audience.

Best practices for ad copy:

• Have clear messaging focused on the pain point
• Showcase a solid benefit or unique selling proposition (USP).
• Be brief, as ads with under 150 characters work best.
• Use a compelling call-to-action (CTA) such as:
  • “Download your free guide”
  • “Join us for an exclusive webinar”
  • “Get a free consultation”

2. Use High-Quality Visuals and Videos

Even in a packed LinkedIn feed, visuals are the most eye-catching element. Use image data format or a short video to make your ad unique.

Best practices for visuals:

• Use consistent and branded visuals.
• Focus on short (less than 30 seconds) and value-offering videos.
• Use video editing tools to add text overlays, titles, or captions.
• Try carousel ads to highlight more features or testimonials.

3. Optimise LinkedIn Lead Gen Forms

If you’re using Lead Gen Forms, make sure that these are set up and optimised for an easy-to-use and high-converting user experience.

Best practices for lead gen forms:

• Minimise form fields – Only request important details such as name, email address, and job title.
• Use auto-filled fields – Make the most of LinkedIn’s pre-filled data.
• Offer a compelling incentive – Whitepapers, eBooks , or an invitation to a webinar boost form completion.
• Follow up quickly –  Ensure to reply/reach out to leads within 24-48 hours.

4. Run A/B Tests to Improve Performance

Testing numerous ad variations allows you to maximise performance and discover what works best for your audience.

What to test in A/B testing:

• Ad copy: Test multiple titles and CTA variants.
• Visuals: Compare static images vs. videos.
• Targeting options: Explore various audience segments.
• Form length: Test short vs. long lead gen forms.

Regular A/B testing helps minimise ad spend for maximum ROI.

5. Retarget Engaged Users for Higher Conversions

Retargeting allows you to keep engaging users who interacted before but haven’t converted yet.

Best practices for retargeting:

• You can create custom audiences of the users who clicked your ads but did not fill out the form.
• Use LinkedIn’s Insight Tag to retarget website visitors.
• Use different ad formats to retarget, like a special offer or a case study.

6. Leverage LinkedIn Insight Tag for Better Tracking

The LinkedIn Insight Tag is a pixel that tracks conversions, which you can use to measure and optimise campaigns.

Why use the LinkedIn Insight Tag?

• Monitor visitors to the site and build retargeting lists.
• Find out which LinkedIn promotions lead to the most conversions.
• Learn about your audience demographics and behaviours.

This tag, when placed on your site, greatly improves your ability to measure ad performance and target ads effectively.

7. Adjust Bidding Strategies Based on Performance

LinkedIn Ad success is highly dependent on how you allocate your budget. Use manual bidding until you can have performance data, then migrate to automated bidding.

Bidding tips:

• Use CPC bids to manage spending as you test ads.
• Do not forget to optimise for cost-per-lead (CPL) to make sure it is profitable for you.
• Raise bids a bit for high-intent audiences (decision-makers, executives, etc.).

8. Use Sponsored InMail (Message Ads) for Direct Outreach

If done right, Sponsored InMail (Message Ads) can be extremely effective when it comes to lead generation.

Best practices for Message Ads:

• Make the subject line short and interesting.
• Make it personal by using the name or job title of the recipient.
• Focus on a single, clear CTA to encourage action.
• Steer clear of being too promotional, an important opportunity to get the key value messaging across in detail.

9. Monitor Key Metrics and Optimise Regularly

Fine-tuning metrics allows you to optimise your LinkedIn Ads performance for maximum effect.

Important LinkedIn Ad metrics to track:

• Click-through rate (CTR): Indicates how appealing your ads are.
• Conversion rate: Let’s you know how many users take the desired action.
• Cost-per-lead (CPL): It is helpful to determine the lead generation efficiency.
• Lead form completion rate: The percentage of people who complete your Lead Gen Form upon clicking.

10. Align LinkedIn Ads with Your Overall Marketing Strategy

LinkedIn Ads are part of a larger B2B marketing strategy.

Ways to integrate LinkedIn Ads into your strategy:

• Use LinkedIn Ads for traffic generation to nurture campaigns (email marketing, remarketing).
• Create awareness about webinars, events, or downloadable content to capture leads.
• Leverage account-based marketing (ABM) to personalise LinkedIn Ads for high-value prospects

Applying these best practices will go a long way to helping you refine your LinkedIn lead generation, increase engagement, and get the most out of your advertising spend.

Measuring and Optimising LinkedIn Ads Performance

To further ensure that your LinkedIn Ads are delivering optimal results, you must track key performance metrics and make ongoing tweaks to your campaigns. You can use it to improve efficiency, lower costs, and generate better leads by analysing data and making changes accordingly.

Key Metrics to Track in LinkedIn Ads

Knowing what you should track is vital when it comes to evaluating the success of your lead generation efforts. Here are the key performance indicators for LinkedIn Ads:

Metric	What It Measures	Why It Matters
Click-Through Rate (CTR)	The number of users who click on your ad.	Shows how interesting your ad is. An increased CTR suggests improved audience engagement.
Conversion Rate	The number of users that take action (submit a lead form, sign up, etc.).	Measures how efficiently your ads convert clicks to leads.
Cost Per Click (CPC)	It is the amount you pay each time someone clicks on your ad.	Assists in managing ad spending and optimising budget allocation.
Cost Per Lead (CPL)	How much does it cost to get a single lead?	Keeps your campaign efficient in terms of cost.
Lead Form Completion Rate	The number of users who complete the Lead Gen Form after clicking the ad out of the total number of users who clicked the ad.	It shows how effective your form on the web is in capturing leads.
Impressions	Shows how often your ad is displayed.	Assist in measuring brand awareness and exposure.
Engagement Rate	The ratio of users interacting with your ad (likes, sharing, commenting).	Measures how well your ad resonates with the audience.

How to Optimise LinkedIn Ads for Better Performance

After you have performance data, the next step is LinkedIn Ads optimisation to take your results to the next level. Here’s how:

1. Improve Ad Creative and Copy

• If your CTR is low, try headlines, creatives (or visuals), or ad description with a little experimentation.
• Action-driven CTA such as “Download Now” or “Get a Free Demo.”
• Skip the generic message and be specific about what your offer brings.

2. Adjust Audience Targeting

• If you’re not receiving enough clicks or leads, consider opening up to a broader audience with wider job titles or industries.
• If lead quality is low, improve targeting to decision-makers only and remove junior-level employees.
• Take advantage of LinkedIn’s Audience Expansion feature to target other similar professionals.

3. Optimise LinkedIn Lead Gen Forms

• Decrease the number of fields to only the necessary information if form completion rates are low.
• Experiment with various incentives — we have seen that case studies, whitepapers, and free trials convert a lot.
• Personalise the thank-you message and add a clear next action to take (open a call, download a document).

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4. Test Different Bidding Strategies

• Increase your bid amount just a bit if your ads are not being shown enough.
• Toggle between CPC (Cost-Per-Click) and CPM (Cost-Per-Thousand Impressions) to see which one is more affordable.
• Automate your bids and let LinkedIn do the spending math for you.

5. Leverage A/B Testing

• Conduct A/B tests around different ad creatives, targeting techniques, and hydrated methods.
• Test different ad formats with Sponsored Content vs. Lead Gen Forms to measure performance.
• Experiment with putting ads in different places to find out where your audience engages the most.

6. Utilise Retargeting Campaigns

• Target users who clicked your ad but didn’t convert.
• Track visitors to your site and retarget them with the LinkedIn Insight Tag.
• Re-target users who saw previous ads but did not fill out the form.

7. Monitor Performance and Scale What Works

• Shift ads to your best-performing campaigns and double down on the budget for them.
• To save money, stop ads with a big CPC but no conversions.
• Make sure you keep an eye on LinkedIn Campaign Manager and modify your strategy accordingly based on the performance data.

Maintaining management and optimisation of LinkedIn Ads consistently ensures that leads are generated efficiently while CPL (cost-per-lead) and ROI (return on investment) improve over time.

7. Common Mistakes to Avoid in LinkedIn Lead Generation Ads

Even with a good strategy in place, quite a few marketers still fall into traps that make their LinkedIn Ads campaigns less than successful. Steering clear of these traps will save your business time and money, while also improving the quality of your leads.

1. Targeting an Audience That Is Too Broad or Too Narrow

• Too Broad:  If your audience is too broad, your ads may run in front of an audience that is not genuinely interested in your products, and your CPC will be high due to poor engagement.
• Too Narrow: Hits can be lost due to targeting too narrowly, resulting in higher costs because of finding competition over a small number of users.

How to fix it:

• Have your audience size hit the range 50,000 – 500,000.
• Use filters for job titles, industries, and company size strategically.
• Use LinkedIn’s Audience Expansion to target similar users.

2. Weak or Unclear Call-to-Action (CTA)

• Users are unlikely to take action upon your ad if they don’t know what to do.
• Poor CTAs like “Learn More” convey no urgency or value.

How to fix it:

• Utilise strongly recommended CTAs like:
  • “Download Your Free Guide”
  • “Get a Free Consultation”
  • “Sign Up for the Webinar”
• Try out various calls-to-action and track conversion rates.

3. Using Too Many Lead Form Fields

• Long-form asking for too much information leads to low completion rates.
• If a form demands excessive effort from users, they might discard it.

How to fix it:

• Do not go overboard in the form fill (name, email, designation only).
• Have old auto-filled fields courtesy of LinkedIn to make the process breezy.
• Give away a valuable incentive (Free eBook, case study, exclusive webinar).

4. Failing to Follow Up with Leads Promptly

• Leads are just the beginning — prospects will turn away if you don’t follow up quickly.
• Delayed answers lower engagement levels and conversion possibilities.

How to fix it:

• Start an automated email flow for lead nurturing.
• The lead is assigned to your sales team to reach out within the next 24–48 hrs.
• Send follow-up emails that are tailored according to the lead’s sign-up purpose.

5. Not Testing Different Ad Formats

• Utilising only one ad type (e.g. Sponsored Content) has its downsides in terms of optimising performance efficiently.
• Message Ads may resonate more with one audience, but others respond better to carousel ads or videos, and you won’t find out until you test different formats.

How to fix it:

• Test different ad formats:
  • Sponsored Content → For brand awareness
  • Lead Gen Forms → For direct lead capture
  • Message Ads → For personalised engagement
  • Dynamic Ads → For retargeting visitors
• Monitor click-through rate (CTR) and conversion rates to determine best performers.

6. Ignoring LinkedIn’s Retargeting Features

• The vast majority of businesses do not retarget users who expressed interest but didn’t subscribe.
• Retargeting has been one of the most budget-friendly methods for nurturing warm leads.

How to fix it:

• Set up LinkedIn Insight Tag to track Website visitors and retargeting
• Run retargeting ads for users who:
  • Clicked on an ad but did not fill out the form.
  • Visited your website or certain landing pages.
  • Interacted with past ads (likes, shares, comments).

7. Not Optimising for Mobile Users

• A significant share of LinkedIn users log into the platform on mobile.
• If you have lead forms or a landing page that is not mobile-friendly, you may lose a lot of conversions.

How to fix it:

• Make lead-gen forms short and easy on mobile
• Optimised landing pages for mobile that also load fast.
• Limit text usage on ad creatives—be concise.

8. Running Ads Without Clear Performance Tracking

• A lot of advertisers start running campaigns without a measurement plan.
• There is wasted ad spend without tracking key performance indicators (KPIs).

How to fix it:

• Regularly monitor:
  • CTR (Click-Through Rate) – Measures ad engagement.
  • CPL (Cost Per Lead) – Tracks cost efficiency.
  • Lead Form Completion Rate – Ensures your form is optimised.
  • Conversion Rate – Measures lead quality and effectiveness.
• Set up LinkedIn Insight Tag for better conversion tracking.

9. Overlooking Budget Optimisation

• When we run ads without adjusting our budget based on performance, we waste our money.
• A budget that is too low may result in your ad not being shown, and a budget that is too high may result in spending money on ineffective ads.

How to fix it:

• If your budget is small, launch at $50-$100 a day and increase based on metrics.
• Double down on high-performing ads and pause low performers.
• Test manual vs auto bidding and how can optimise your cost structure.

With LinkedIn lead generation campaigns, businesses can avoid these common mistakes and get better results for lower-cost and higher-quality leads.

FAQs

Do LinkedIn Ads Work for B2B Lead Generation?

 Yes, LinkedIn Ads is excellent for B2B lead generation as you can target professionals, decision-makers, and executives in a specific industry.

What is the best LinkedIn ad format for lead generation?

It autofills this information of the user, so the friction is low and hence the conversion rate is high. LinkedIn Lead Gen Forms are a great type of lead generation.

How much do LinkedIn Ads cost?

Eligibility costs (per industry, competition, targeting)—the cost of being eligible for a click. CPC (averaging between $5 and $15) and CPL (between $20 and $100+)

What are the targeting options for LinkedIn ads?

That means, among many things, advertisers can target people on LinkedIn based on their job title, company size and industry, seniority, skills, location and more.

Should I use LinkedIn Ads for small businesses?

Yes, but you have to plan your budget. When starting as a small business, advice is often given to work with a lower spend. Play with some ad types, and try and get a premium audience in a small niche.

How do I track the success of my LinkedIn Ads?

 LinkedIn’s Campaign Manager gives you access to metrics CTR, CPC, Conversion Rate and CPL. Plus, set up the LinkedIn Insight Tag.

What type of content works best for LinkedIn Ads?

High-quality evergreen content that brings in value to the audience, like whitepapers, eBooks, case studies, webinars, and industry reports, works best.

How often should I optimise my LinkedIn Ads?

 Check your ads every week. Make necessary adjustments to targeting, ad copy, visuals, and budgets based on performance data. 

Can I retarget users on LinkedIn?

Yes, you can retarget users who engaged with your ads, visited your website, or interacted with your content through the LinkedIn Insight Tag.

Conclusion

LinkedIn Ads have become one of the best tools for B2B lead generation, thanks to their exact targeting, high-quality audiences, and numerous ad formats designed for engagement. When utilised effectively, LinkedIn Ads enable businesses to reach decision-makers, generate high-value leads, and achieve a significant return on investment.

Key Takeaways from This Guide

• LinkedIn is the best platform for B2B lead generation due to its professional audience.
• Various types of ad formats are available, such as Sponsored Content, Message Ads, Text Ads, Dynamic Ads & Lead Gen Forms.
• Setting up targeted campaigns with the right audience filters is crucial for success.
• Leveraging best practices like powerful CTAs, utilising optimised lead forms, and implementing A/B testing are all effective strategies that can greatly enhance ad performance.
• Monitoring important metrics (CTR, CPC, CPL, conversion rates) allows optimising ad spend and maximising efficiency.
• By not making common mistakes like poor targeting, weak CTAs and failure to follow up with leads, you stand to gain a better ROI.

Next Steps

If you haven’t yet ventured into LinkedIn Ads for lead gen, now is the time. Here’s how you can act today:

1. Sign up for LinkedIn Campaign Manager and create your first campaign
2. Set ideal customers in terms of job titles, sectors and seniority.
3. Pick the right ad format — start with Lead Gen Forms for smooth lead capture.
4. Make your ad creatives, visuals, and the CTA more engaging.
5. Measure performance data, analyse, and iterate your campaigns accordingly.

If implemented correctly, LinkedIn Ads can be a great lead generation channel for your business. LinkedIn offers the targeting and engagement power you need to drive webinar sign-ups, promote content, or generate sales-qualified leads.