LinkedIn Ads and Sales Content Strategies that Work

How can you make the most of LinkedIn without draining your budget? This article explores the essentials of creating engaging content, optimizing ads, and avoiding the common pitfalls to ensure you get the best return on your LinkedIn investment.

Key Metrics to Track in LinkedIn Ads for B2B Lead Generation

If you’re running ads on LinkedIn, knowing what to measure can make all the difference between a “Well, we tried” and “Wow, that worked!” Here’s what to keep an eye on:

• Click-Through Rate (CTR): Your CTR gives a quick snapshot of how enticing your ad looks to people scrolling through their feeds. A CTR between 0.5% and 1% is pretty solid on LinkedIn, but you might want to revisit your headline or visual if it’s lower.
• Cost per Lead (CPL): While LinkedIn ads are notoriously pricey, you want to know exactly how much you’re shelling out for each lead. Tracking CPL helps ensure that your budget isn’t going down the drain. For B2B, CPL can range from $40 to $150, so be realistic about industry norms—but always aim to keep yours competitive.
• Conversion Rate: Your conversion rate tells you how many people clicked your ad and then took a meaningful action (like filling out a lead form). If your conversion rate is under 5%, you may need to evaluate the landing page, form length, or call-to-action.
• Lead Quality: It’s not all about quantity; quality matters. A high number of leads means little if they don’t convert into clients. For this, you’ll need to follow up on leads and track which ones actually close. Consider connecting LinkedIn with your CRM to help automate and monitor this flow.
• Cost per Click (CPC): Ah, CPC—the metric that gets everyone’s attention. On LinkedIn, CPCs can be steep, reaching $6 or higher, depending on your industry and targeting. If this sounds painfully high, we’re with you. But let’s talk about why and what you can do.

LinkedIn Video Ads: Are They Worth It for Lead Gen?

Video ads can be a game-changer, but let’s face it—there’s more to them than hitting “record”. Are they worth it in lead-gen campaigns? In many cases, yes! Video content tends to get more engagement, and LinkedIn is actively promoting it. Here are some reasons why it can be effective:

• Visuals Make a Lasting Impression: A lot of people simply remember video content better. If your video ad is concise and well-crafted, it can leave a lasting impact, especially if it’s not overtly “salesy.”
• Multi-Device Consumption: LinkedIn users on mobile, desktop, and tablet devices can access video seamlessly (yes, it can load slowly sometimes, but people still watch). This multi-device access broadens your reach.
• Algorithmic Love: LinkedIn’s algorithm often favors video content. Users are more likely to see your video ads because LinkedIn’s platform prioritizes them.

Optimization Tip: Focus on the first 5 seconds of your video—the “hook”. This is the moment you need to capture attention, so get creative. Avoid bland intros and dive right into the message.

LinkedIn’s Price Tag: Is $60 CPM the New Normal?

Now, let’s talk dollars and cents. LinkedIn ads come with one of the highest CPMs in the digital ad landscape, with some campaigns reaching $60 CPM or a $6 CPC. Is there any way around it? Well, maybe. LinkedIn’s audience is a premium one, and that’s largely why the costs are so high. But there are a few ways to optimize costs:

• Audience Targeting: The more refined your targeting, the better. Sure, going broad might feel safer to snag more people, but LinkedIn’s cost structure penalizes “catch-all” campaigns. Try narrowing your focus by job titles, industries, or specific company sizes. You may pay slightly more upfront, but reaching your most relevant audience improves ROI over time.
• Use LinkedIn’s Lookalike Audience Feature: If you have a solid list of past clients, consider building a lookalike audience. This way, you’re targeting people who already resemble your best leads, and it can lower your CPL by narrowing in on similar users.
• Retargeting Ads: LinkedIn’s retargeting options allow you to reach people who’ve already interacted with your brand. These leads are often warmer and more likely to convert, giving you more bang for your ad buck.
• Testing Ad Formats and Placements: Not all LinkedIn ad placements perform the same. Carousel ads, for example, may get less engagement than single-image ads, depending on your audience. Test formats, placements, and see what gives you the lowest CPC.
• Optimizing for Mobile vs. Desktop: LinkedIn’s mobile and desktop platforms don’t perform equally for every campaign. If you’re not seeing much traction on mobile, focus on desktop ads to reach people while they’re in a work mindset.

Is LinkedIn’s Price Worth the Results?

There’s no denying it: LinkedIn ads can be an investment. But the quality of the audience is also hard to beat. With its ability to reach senior decision-makers directly, LinkedIn is a serious contender for B2B lead generation. If your CPC or CPM feels too high, consider whether the quality of the leads offsets the cost. In many cases, paying a premium for fewer—but more relevant—leads may actually improve your overall sales efficiency.

LinkedIn Organic Strategies: What Types of Content Work?

If you’re on LinkedIn regularly, you’ll see a parade of content types: articles, posts, videos, carousels, polls, and more. But which formats actually catch the eye? Here’s a rundown of what works well in the current LinkedIn climate.

1. Videos: You’ve probably noticed videos popping up in your feed more often. Short, engaging video content has gained traction because LinkedIn users appreciate seeing real people behind a brand. Videos that are about 30-90 seconds seem to perform best—enough to tell a compelling story without losing attention.
2. Educational Content: People on LinkedIn want value without a hard sell. Posts that share tips, industry insights, or case studies tend to drive the most engagement. If your sales team can provide quick, digestible knowledge or advice, that’s what tends to win.
3. Interactive Content: Polls, quizzes, and questions still perform surprisingly well on LinkedIn. Why? People like giving their opinions, and interactive content invites them to do just that. Don’t overdo it, though—keep the questions relevant to your field and your audience’s needs.
4. Customer Stories and Testimonials: If you have happy clients, let them speak for you! Share their successes and let your audience see how your product has made an impact. These posts often generate interest because they show relatable challenges and real outcomes.

Engagement Tip: Keep it human. Corporate jargon and polished perfection might make you sound like a robot. Tell stories, use humor, and keep it relatable.

LinkedIn might not be the cheapest platform, but it can be one of the most rewarding for B2B. So the next time you see that $60 CPM pop up, take a step back. With the right strategy, even a single high-quality lead can cover that investment and then some. Find out how we can help you close deals through a well-crafted social media strategy!