The LinkedIn logo on a phone screen

Most growth-minded businesses understand the value of paid ad campaigns and use them to promote their business to their target audiences. Search ads on Google effectively reach shoppers who are performing relevant searches related to a product or service, and ads on social platforms like Facebook can powerfully capture the attention of consumers. In this post, we are discussing why LinkedIn Ads are essential to B2B companies.

How LinkedIn Ads work.

A talk bubble with an info icon on a yellow background

Like other social media platforms that host PPC (pay-per-click) ad campaigns, LinkedIn allows brands, businesses, and entrepreneurs to create strategic ads that increase brand awareness, leads, and conversions.

If you write blog posts or articles about your industry or your products, you can promote those posts on LinkedIn to reach more interested readers. If you create video content or record podcast episodes, you can use an ad campaign to increase your views/listens with your target audience. These ads can run for a designated length of time (a week, month, etc) or indefinitely, and you can set your ad spend budget based on your goals and desired results.

Why are B2B companies using LinkedIn Ads?

A blue B2B button on a white computer keyboard

All PPC campaign platforms allow you to target custom audiences, usually based on specific demographics, behaviors, interests and locations. Platforms such as Google and Facebook are highly effective for businesses that sell products or services to consumers. 

LinkedIn Ads are especially effective for B2B companies because LinkedIn’s user base consists of 660 million business owners, executives, associates, and entrepreneurs. When you create and run an ad campaign on LinkedIn, you can promote your product, service, or content directly to individuals of businesses that are most likely to benefit from it.

You can use audience data to retarget to individuals who have expressed interest in your product or service, or you can build specific target audiences within LinkedIn. These audiences can be targeted based on factors such as:

  • Company category, industry, size, or connections
  • Demographics (age, gender)
  • Education (degrees, field of study)
  • Job Experience (titles, skills, function, etc.)
  • Additional interests and traits

How to grow your business with LinkedIn Ads.

A B2B executive measuring the growth and success of their LinkedIn Ads on a tablet

A successful B2B ad campaign starts with professional digital assets. Whether it’s a captivating video, a blog post with informative graphics, or a photo set of your latest product, your ad campaign should consist of professional assets that get the attention of your target audience and pique their interest. High quality branding and digital assets should always be a top priority, but as a B2B company, you are marketing to other professionals—your ads should represent you as a quality expert in your industry.

Once you have created your ad content, you can create your ads, select your audience, set an appropriate budget, and launch your campaign on LinkedIn to get your ads in front of businesses and professionals.

You can also utilize LinkedIn to build a network within your industry by making connections with members of your audience. This can help increase your brand awareness, traffic, and your engagement on organic posts, helping increase your credibility and trustworthiness if users visit your page after seeing one of your ads.

We can help you create successful LinkedIn Ads.

To ensure your B2B company is getting the best results with your LinkedIn Ad campaigns, it is essential to have them created and managed by a professional digital marketing agency or team. Our experts will help you build the right audiences, create professional content, set the appropriate ad spend budget, and use data-driven strategies to deliver optimal results.