Drive more leads with less effort
Best practices for your next campaign. Bookmark this page.
Choose the right campaign objective so LinkedIn Ads can optimize towards the results you want
Choose Lead Generation to collect high-quality leads directly on LinkedIn with LinkedIn Lead Gen Forms.
LinkedIn Lead Gen Forms are pre-filled forms and can help to increase conversion rate by 5x.
Build AI-powered lead generation campaigns with LinkedIn Accelerate.
Choose Website Conversions to drive valuable actions on your website, such as:
● Filling a form
● Requesting a demo
● Downloading a report
● Making a purchase
Avoid hypertargeting for better results
Avoid hypertargeting for
better results
Use no more than 2-3 targeting parameters to define your audience. Hypertargeting limits your reach and hurts results. We recommend starting with Job Title, Job Function, Company, or Industry.
Use no more than 2-3 targeting parameters to define your audience. Hypertargeting limits your reach and hurts results. We recommend starting with Job Title, Job Function, Company, or Industry.
Build an AI-powered audience
that’s most likely to convert
Build an AI-powered audience
that’s most likely to convert
Create a predictive audience of people who are most likely to become your customers. This combines LinkedIn’s AI capabilities and your own data sources (such as contact lists, conversion data, or Lead Gen Form prospects) to create a custom audience for your campaign.
Increase reach with Audience Expansion
Increase reach with Audience
Expansion
Audience Expansion shows your ads to people who are outside of, but similar to, your target audience. This is enabled by default to help maximize your reach. If you only want to reach your target audience, disable this feature in the ‘Audience’ section of your campaign setup.
Audience Expansion shows your ads to people who are outside of, but similar to, your target audience. This is enabled by default to help maximize your reach. If you only want to reach your target audience, disable this feature in the ‘Audience’ section of your campaign setup.
Use retargeting to drive strong results
at a lower cost
Use retargeting to drive strong results
at a lower cost
Your website visitors are showing already interest in your brand or offering. Use retargeting campaigns to nurture them towards conversion at a lower cost per result.
Discover other retargeting scenarios where you can turn prospects into leads or conversions at a lower cost per result. These include people who have engaged with your ads.
Budget US$100 a day for 4 weeks
Budget US$100 a day for
4 weeks
New campaigns enter a learning phase where the algorithm learns to optimize your ads for better results. To ensure your campaign has enough time and scale to produce good results, we recommend:
● Daily budget: US$100
● Duration: Minimum 4 weeks
You can also set a Lifetime Budget so that you don’t go over your total budget limit.
Use ‘Maximum Delivery’ bidding strategy
Use ‘Maximum Delivery’ bidding
strategy
Select ‘Maximum Delivery’ as your bidding strategy. This is an effective bid strategy that tells LinkedIn Ads to automatically set and adjust your bid to get the most results from your budget. Seasoned LinkedIn advertisers who want more control over your cost per result, select ‘Cost Cap’ or ‘Manual Bidding’.
5 ways to optimize your ad creatives and copy
Create 3-5 ads with different copy, visuals, or both.
LinkedIn Ads will optimize and show the best-performing variant to your audience for optimal results.
Get higher LinkedIn Lead Gen Form completion rate by using no more than 3-4 fields.
If you have high form opens but low lead volume, consider reducing the number of fields or revising the copy in your form.
Show what makes your business unique in your ads.
A good way of communicating value is by showcasing how customers are benefiting from your solutions through success stories or case studies.
Keep your ad copy short and sweet.
Stay close to the recommended copy length and ad specs in the LinkedIn Ads Guide.
Use an engaging visual with a clear call-to-action.
Visit the LinkedIn Ad Library to get inspiration from other advertisers.
Create 3-5 ads with different copy, visuals, or both.
LinkedIn Ads will optimize and show the best-performing variant to your audience for optimal results.
Get higher LinkedIn Lead Gen Form completion rate by using no more than 3-4 fields.
If you have high form opens but low lead volume, consider reducing the number of fields or revising the copy in your form.
Show what makes your business unique in your ads.
A good way of communicating value is by showcasing how customers are benefiting from your solutions through success stories or case studies.
Keep your ad copy short and sweet.
Stay close to the recommended copy length and ad specs in the LinkedIn Ads Guide.
Use an engaging visual with a clear call-to-action.
Visit the LinkedIn Ad Library to get inspiration from other advertisers.
Before launching your campaign:
Install the free LinkedIn Insight Tag
Once installed, LinkedIn Insight Tag helps unlock additional insights about your website visitors. With Insight Tag, you’ll be able to retarget website visitors to drive better results and track conversions from your campaign.
Enable Conversion Tracking
In your campaign setup, enable Conversion Tracking to measure impact and maximize performance based on how your audience interacts with your ads. This can help you improve ROI across the customer journey.
During and after your campaign:
Focus on the metrics that matter
Evaluate your campaign by using metrics associated with your selected campaign objective:
Lead generation metrics
● Number of leads
● Lead form opens
● Lead form completion rate
● Cost per lead
Website conversion metrics
● Number of conversions
● Conversion rate
● Cost per conversion
Monitor current campaign performance and compare results to similar past campaigns to inform in-flight adjustments.
Get personalized, data-driven recommendations
Improve your campaign performance and ROI from personalized, data-driven recommendations. You can find them in Campaign Manager’s Recommendations Hub. To access recommendations, sign in to Campaign Manager, then click Recommendations from the left navigation.
Track buyer actions on your website
Track Website Actions to enhance performance. Enabled by the LinkedIn Insight Tag, Website Actions gives you insights to set up new conversions and build more retargeting audiences.
Use AI to build high-performing lead generation campaigns
LinkedIn Accelerate Campaigns use AI to find the right combination of targeting, creative, bidding, and placement to improve cost per action by up to 42%¹ and deliver efficiency gains of up to 15%.² Discover what Accelerate Campaigns can do for your business. Learn more.
LinkedIn Accelerate is currently only available for lead generation and website visit objectives.
Source:
1. Source: LinkedIn analysis of 67 A/B tests, October 2023 - September 2024
2. Source: LinkedIn observational analysis, October 2023 – March 2024
Find out how businesses like yours are succeeding with LinkedIn Ads
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“Feedback from our sales team has been excellent. After launching our ABM campaign on LinkedIn and using Lead Gen Forms to capture interest, sales outreach has been much easier. We are reaching prospects of the right seniority in our target companies. We also find that these prospects are more open to having sales conversations after being nurtured on LinkedIn.”
Danny Kuijpers, Regional Digital Marketing Manager, Western, Southern Europe & Latin America, IFS
Read their storyDanny Kuijpers
Regional Digital Marketing Manager, Western,
Southern Europe & Latin America, IFS
Read their story -
“Lead Gen Forms have quickly become a staple in our marketing strategy. We've seen results all the way down the sales funnel with cost-per-demo cut by nearly half. We're looking forward to continuing this growth with LinkedIn in the new year.”
Matt Steggell, Paid Social Channel Manager, Bamboo HR
Read their storyMatt Steggell, Paid Social Channel Manager, Bamboo HR
Read their story -
“For B2B there is no channel better than LinkedIn when it comes to demand gen, you just need to make sure your creative isn’t boring. With LinkedIn, we’re able to hit the exact audience we want and tell our story throughout that funnel which helps our business generate leads, pipeline and revenue.”
Luke Fielding, Demand Generation Lead, eftsure
Read their storyLuke Fielding, Demand Generation Lead, eftsure
Read their story -
“We are impressed by how effectively we are able to nurture the right audiences on LinkedIn. Engaged audiences are more likely to convert, which lowers our cost per lead without compromising lead quality. With a significant number of quality leads in Taiwan coming from LinkedIn, we are now exploring the possibility of bringing our international marketing efforts onto the platform as well.”
Chris Chou, Chief Operating Officer, Hahow for Business
Read their storyChris Chou, Chief Operating Officer, Hahow for Business
Read their story -
“We take a two-pronged approach on LinkedIn. To help fill our sales pipeline now, we run very personalized lead generation campaigns targeted at high-intent decision-makers, who are typically CEOs, CFOs and accountants. At the same time, we use broad, top-funnel campaigns to engage cold leads. This helps us raise awareness and deepen product consideration as we nurture prospects until they are ready to be converted.”
Olivier Gallet Raffaelly, Paid Acquisition Team Leader, Expensya
Read their storyOlivier Gallet Raffaelly, Paid Acquisition Team Leader, Expensya
Read their story
Maximize the impact of your next LinkedIn Ads campaign