June 3, 2021
Social Media

5 Things To Consider Before You Run LinkedIn Ads

March 24, 2021 If you are interested in running LinkedIn ads, know that we’ve got you covered! But before you start, it’s important to consider these 5 aspects.

How much does it cost to run LinkedIn ads?

LinkedIn ads can be quite expensive when compared to other social media platforms.

On average, Facebook’s cost-per-click (CPC) is $1.72. In comparison, on LinkedIn, it is between $3-$6.

If you bid using cost-per-mile (CPM), the average cost will be $7-$8 per 1000 impressions.

Essentially, it is a premium price for a premium audience. Nevertheless, if that is where your audience are most likely to spend their time, then you will be able to achieve higher engagement and produce better results.

How do I target the right audience?

Before you start promoting your LinkedIn ads, it’s best to understand exactly who your audience is. This will help you when creating your ads as LinkedIn allows you to be very specific. You can target them based on their job title, industry, company, location, seniority etc. Hence, LinkedIn allows you to target the precise audience you wish to attract.

For example, if you are a Leicester based clothing manufacturer, you know that you will need to specifically target those who make key purchasing decisions, who are most likely to be business owners.

LinkedIn allows you target these business owners and tailor your ad’s message to them.

Also, you should try to understand your audience better. Therefore, you should create a customer persona and analyse your current customers data (behaviour, location, what they are interested in etc).

LinkedIn Ad Types

There are a variety of Ad formats available on LinkedIn and you should choose one that is right for your company, based on your marketing objectives.

LinkedIn offers the following Ad types:

  • Sponsored Content: These ads show directly in the feed and look like regular LinkedIn feed posts. This ad type is great for building brand awareness, website visits and conversions, engagement and lead generation.
  • Text Ads: These Ads feature in the sidebar and help to build brand awareness, website visits and website conversions.
  • Dynamic Ads: Appear in the right sidebar column and highlight the users profile image with logo. It also helps to build familiarity, brand awareness, website visits
  • Sponsored Messaging: Speak directly to prospects through direct messaging. This helps to increase website visits, generate leads and website conversions.
  • Video Ads: Perfect for visual interaction with audience on their feed. This helps build brand awareness, increase website visits and conversions, create engagement, videos views and lead generation.

Build your Sales Funnel

It is vital that you build your sales funnel before investing into LinkedIn Ads.

The sales funnel is the journey your customer will take before they decide to make a purchase, or the desired action.

To begin with, the customer will enter at the Awareness and Interest stage of the funnel, where they will be looking for solutions to their problem. At this stage you might want to present value to your customer through free eBooks and blog posts.

Then, they reach the Decision stage, you can start to present your offerings to the customer.  

Finally, at the Action stage they are ready to make a purchase and you could offer them free trials and demos.

Your ad’s copy, type, imagery will be based on what stage of the funnel your potential customer is at.

Retargeting on LinkedIn

Before you run your ads, always make sure that you have added an Insight Tag to your website which will help you track leads and retarget them in the future.

Retargeting is about running ads to leads who have previously visited your website, viewed your company page, watched your videos etc.

For example, if you wanted to retarget users that watched your video ad, you can segment the viewers based on how long they watched your video for (e.g. 25%, 50%, 75% and 100% of the video).

Therefore, retargeting is very important as it will help to build brand awareness and keep you at the forefront of the customers mind.

With the right strategy and executions, LinkedIn ads can contribute massively to your marketing success.

If you need tailored advice on creating quality LinkedIn ads, drop us an email on


Massengill, J., 2015. Which Performs Better? LinkedIn Sponsored Updates vs. Facebook Promoted Posts– Outboundengine. [online]. Available at: [Accessed 21 March 2021].

Linkedin., 2020. Guide to LinkedIn Ad Formats– Business.Linkedin. [online]. Available at: [Accessed 21 March 2021].

Zhel, M., 2020. The Beginner’s Guide to a Sales Funnel – Mailmunch. [online]. Available at:  [Accessed 21 March 2021].

Linkedin., 2021. Power up your LinkedIn marketing – Business.Linkedin. [online]. Available at: Accessed 21 March 2021].

Linkedin., 2021. Advertiser checklist for success: Retargeting– Business.Linkedin. [online]. Available at: Accessed 22 March 2021].