Linkedin ads, what are they and how do they help my B2B business?

LinkedIn Ads are a great way to reach out to potential customers and clients within the LinkedIn network. LinkedIn Ads can be targeted specifically to your target audience, making them an ideal way to reach out to those who you know would be interested in your products or services.

The best part of Linkedin Ads is that they are best suited towards B2B businesses because of the ability for so much business related targeting, company size, company growth pattern etc… Don’t worry I’ll make you a badass in no time.

Linkedin ads guide

Where to get started with LinkedIn Ads ? If you’re new to LinkedIn Ads, there are a few key things you need to do in order to get started. First, you’ll need to create an insight tag and add it to your website. This will allow LinkedIn to track conversions and collect data about your ads’ performance.



Next, you’ll need to set up conversion tracking. This will help you measure the effectiveness of your ads and optimize them for better results. Finally, you’ll need to request access to an Ads account. Once you have access, you can start creating and managing your LinkedIn Ads campaigns.


Linkedin ads checklist

– Plan your target audience. Who do you want to reach with your ads? What are their interests and needs?

– Gather your calls to action. What do you want your target audience to do after seeing your ad? Click through to your website? Contact you for more information? Fill in a lead form?

– Plan your messaging. What value can you offer your target audience? How will your product or service solve their problem?

By taking the time to plan ahead, you’ll be able to create LinkedIn Ads that are more likely to succeed in reaching and engaging your target


Setting up conversions

1. Go to the LinkedIn Ads Manager and click on the campaign that you want to track conversions for.

2. Click on the “Tracking” tab and then select “Insight Tag.”

3. Copy the code that is generated and add it to your website. If you’re not sure how to do this, ask your web developer or someone who manages your website.

4. Once the tag is added, LinkedIn will start tracking conversions for your ad campaign.

If you don’t want to add the LinkedIn Insight Tag to your website, you can also use Google Tag Manager to set up conversion tracking. Google Tag Manager is a free tool that allows you to manage.

Single image ads.

Single image ads are one of the most popular ads. As the name suggests, these ads feature a single image, along with some accompanying text.

Videos ads.

These are video-based ads that appear on LinkedIn news feed

Carousel ads:

These are multi-image ads that appear on LinkedIn, you can choose which marketing message you want to look at, often when people are given more choice they tend to click on something more than if they are given less or no choice, your mileage may vary

Events ads.

As the name suggest these are for events, which can be either online events or in person events

Message ads.

These ads appear as direct messages in LinkedIn members’ inboxes, and can be used to promote products, services, or events.

Lead Gen forms.

Lead gen forms are a feature that allows you to collect information from users who express interest in your offer, and they can be a great way to boost your conversion rate, when compared to people visiting your site. Most info is already filled in.

Text Ads.

These appear as short pieces of text, usually with a call-to-action (CTA) button.

Spotlight Ads.

Spotlight ads appear in the form of a banner ad at the top of LinkedIn’s newsfeed.


No not that kind of ammo. Every social media advertising campaign needs three things, and I call them the three pillars. And you can remember them by the acronym AMO, or A-M-O. With any sort of social media advertising, it’s really helpful to know the three things that you’ll always need.

A. So first of all, A, you have audience. This is who it is we’re going after. This is the reason that we are using LinkedIn ads and that we pay a premium for them, is access to this very premium audience.

M. Then you have M, the message. And this is what the prospect actually sees. What imagery or video are you using? What ad copy did you write? Which ad format are you using?

O. Then by far, the most important here is offer, the O. And this is how you incentivize someone to actually click and even convert on your ads.

Types of targeting.

People going through a hard time in the workplace or in their personal lives i.e. grief or loss of job.

Sustained poor service or treatment from other people in their life; rudeness, insults and dismissive attitudes from others.

Tiredness and a lack of physical capacity to handle a negative, unexpected and/or stressful situation.


Facebook targeting.

Geographical location

Linkedin targeting.

Gender (guessed by linkedin)
Geographical location
Company targeting
Company size
Growth rate
Company first-degree connections
Job experience
Level of seniority
Years of experience (guessed)
Which school they have attended
Which degree they got
Frequent traveller (guessed based on geolocation changes)
Shown interest in the event,
Filled in form
Been on the linked in company page


Linkedin offers a much better environment for targeting businesses, with its business focus ads. For initial outreach marketing, Linkedin is possibly the best paid advertising platform to reach business customers.

Depending on the niche that you work in, and who you want to target, Linkedin really has much better targeting compared to Facebook for reaching business customers. With Facebook in mind, it could be cheaper to re-target customers on this platform as the ads cost is cheaper, and given your targeting has already been set my linked you could save money.

Furthermore based on smart phone habits of potential clients outside of work on breaks, and evening off time Facebook might be a better place to reach these people, who have more time to watch / read your content. These time periods using Facebook might give you an edge other advertisers who aren’t advertising on Facebook.

With everything in marketing test test test, and you’re well on your way to be a Linkedin Badass.