You’re probably no stranger to LinkedIn; after all, it’s the go-to platform for B2B networking. But when it comes to using LinkedIn Ads for lead generation, things can feel a little unfamiliar. You might wonder if LinkedIn Ads are worth it or how they stack up against Google Ads. Well, you’re not alone. The truth is, LinkedIn has become a great channel for B2B sales, and tapping into that with a strong ad strategy can yield some serious results.
Why LinkedIn Ads?
LinkedIn Ads aren’t just for gaining a few extra followers. One of its main strengths lies in reaching highly targeted, professional audiences. In fact, a recent 2024 study revealed that LinkedIn is responsible for over 80% of B2B leads generated through social media.
As a B2B professional, you’re most likely busy and don’t have time (or budget) to throw money into ads that don’t convert. So, how do you know if LinkedIn Ads are worth it for your business? Well, it all comes down to how you use them. And that’s where we come in.
LinkedIn Ads vs. Google Ads
Before you start your LinkedIn Ads campaign, you need to understand how it compares to other big players like Google Ads. Both platforms have their merits, but they serve different purposes.
Google Ads is extremely useful for broad audience reach, while LinkedIn Ads focus on who sees your content. LinkedIn is where you want to be if you aim to get your message in front of decision-makers, meaning CEOs, managers, and industry experts.
One big advantage of LinkedIn Ads is the targeting options. You can narrow down your audience by job title, industry, skills, and even the specific companies you want to reach. Can Google Ads do that? Not so much. So, when comparing LinkedIn Ads vs. Google Ads, LinkedIn often takes the lead for B2B lead generation, especially when you’re aiming for those hard-to-reach decision-makers.
Step-by-Step Guide to Setting Up LinkedIn Lead Gen Ads
Alright, now that you’re convinced LinkedIn is worth a shot, let’s talk practical steps. Setting up a LinkedIn Lead Generation ad campaign might seem intimidating, but it’s simpler than you think.
Here’s a quick walkthrough:
1. Choose Your Campaign Objective
- Open LinkedIn Campaign Manager.
- Log in to your account (if you haven’t already).
- Once you’re in, click “Create Campaign” at the top-right corner.
- Choose your campaign objective. Scroll through the options and select “Lead Generation”.
2. Target the Right Audience
- Now that your objective is set, it’s time to define your audience.
- On the left-hand side, open the Audience Attributes dropdown.
- Here’s where LinkedIn gets really interesting: filter your audience by job title, industry, skills, company size, and more.
- Pro tip: Want to target marketing managers in Fortune 500 companies? Just select Company Industry, Job Title, and Company Size filters.
- If you’re targeting a specific region, scroll to the Location filter and enter the geographic areas you’re focusing on.
3. Set Your Budget and Schedule
- Next, open the Budget and Schedule tab on the left.
- Here’s where you decide how much you’re willing to spend and how long you want your ad to run.
- Set your daily or lifetime budget. Don’t worry, LinkedIn gives you suggested bids based on your targeting options to keep you competitive.
- Not sure yet? Start with a small budget for testing and adjust as you go. You can always increase your budget once you start seeing results.
4. Create an Eye-Catching Ad
- Now for the fun part: ad creation! Click Create New Ad and decide on your format (single image, carousel, video—you name it).
- Keep it simple and actionable. Want people to download your eBook? Say so. Need them to sign up for your newsletter? Tell them why they should care.
- Example: “Learn how to 10x your lead generation efforts—download our free guide today!”
- Add eye-catching visuals that are relevant to your message.
5. Build Your Lead Gen Form
- Open the Lead Gen Form tab to build a lead capture form directly within LinkedIn.
- Click Create New Form, then give it a name that reflects the content of your campaign.
- LinkedIn will auto-fill information from user profiles, making it super easy for them to sign up.
- Keep your form short. Ask for the essentials like name, email, and company (no one wants to fill out a 20-question form).
- For the Thank You Message, provide clear next steps. Something like: “Thank you for your interest! We’ll send your guide shortly”. Simple, right?
6. Analyze and Optimize
- Once your ad is live, don’t just sit back—monitor it regularly. Go to Campaign Performance in Campaign Manager to see how your ads are doing.
- Check out metrics like clicks, form submissions, and cost-per-lead.
- If something’s not performing as well as you’d like, don’t panic. Open the Performance tab and tweak your audience, budget, or ad creative.
LinkedIn Ads and HubSpot
For those of you using HubSpot, LinkedIn Ads and HubSpot can sync up beautifully. With the integration, you can automatically sync leads from LinkedIn into your HubSpot CRM. No more exporting and importing lists or manually entering data. Plus, HubSpot helps you track and nurture these leads, making sure that none gets lost along the way. This setup allows you to create a smooth workflow from ad click to conversion, all in one place.
Are LinkedIn Ads Worth It?
The short answer is yes, especially if you’re in B2B. LinkedIn Ads might cost more per click than Facebook or Google, but you’re paying for quality over quantity. Remember, you’re targeting professionals ready to have business conversations, not just casual scrollers.
Consider this: LinkedIn conversion rates are usually two times higher than other ad platforms. The reason is quite simple. The people clicking your ads are most likely decision-makers, meaning the leads you capture are often high-value.
Tips for Getting the Most from Your LinkedIn Ads
Keep Testing
Just like any ad campaign, LinkedIn Ads are all about testing. Try different creatives and audiences, and copy to see what resonates.
Leverage LinkedIn’s Targeting
Don’t settle for generic audiences. Use LinkedIn’s advanced targeting options to find the the people who matter to your business.
Use Retargeting
LinkedIn has some great retargeting tools that let you engage again with people who’ve interacted with your ads but didn’t convert. This way, you’re staying top-of-mind without being intrusive.
Sync with HubSpot for Automation
Take advantage of that LinkedIn and HubSpot integration to automate your lead generation process and streamline your workflows.
Content Matters
You’re competing for the attention of high-level professionals. Make sure your ad content is engaging and provides value right from the start.
So, are LinkedIn Ads worth it? If you’re in B2B, yes, they are. The targeting options, high-quality leads, and the possibility to integrate with other platforms you might be using, such as HubSpot, make LinkedIn Ads a great option for a more impactful lead generation strategy.
