Succeeding at Marketing on LinkedIn

Marketing on LinkedIn is somewhat different from advertising on other social media such as Facebook and Instagram. Today, there are over 500 million users on LinkedIn, and about 3 million of these are Swedish users.

On LinkedIn, the potential is enormous for ads against B2B because the platform is built for professionals and about a third of Swedes are here. The unique thing is that you can target exactly the right target group down to the individual and title level. 

If you have never advertised on LinkedIn before, it is important to start by working out a well-thought-out strategy. There is no point in publishing ads that only encourage users to buy your product. It is important that you carefully find out which target group you want to reach and slowly but surely build a relationship with these users. 

Using Insight Tag (which is a JavaScript snippet that is pasted into the source code of your website), you can keep track of LinkedIn users who visit your website and run remarketing campaigns against them. This snippet of code also helps track your site conversions and can provide you with great insights into optimizing your ads in the future.

But before you do anything else, you should decide what you and your company want to get out of the ad campaign? What is the goal? 


At present, there are seven different options in the campaign manager that are possible to design your campaign according to. 

Brand awareness: This is a great way to spread your business name in a cost-effective way to as many users as possible.

Website visits: As it sounds, this option is adapted to drive traffic to your website. 

Activities: This option means that the ads are shown to users who are most likely to interact with your post, that is, like, comment or share.

Movie screenings: Just as it sounds, this option means that the ad is shown to people who are most likely to watch your movies. 

Lead Generation: Want to get more leads? Then this is an excellent option to focus on. Here you can easily create a “lead-gen form” that is pre-filled with the user’s information, and this type of ad is shown to users who have the greatest chance of filling out such a form. 

Website Conversions: If you want to get more sign-ups, downloads or purchases on your site, then this is the option you should opt for. Here you pay when users do what you want them to do on your site. 

Job search: With the help of this option, you can advertise job opportunities that exist in your company right now. These ads will appear to users who are most likely to click on or read about your job ads. 

Target group

When setting the target audience for your ads, you must be specific. Of course, you want your ads to appear to potential customers and users who actually read or click and take in your ad. 

Here you can set the country and language. But what makes LinkedIn marketing so effective is that you can set audiences based on positions, professional roles, and companies. This is one reason why ads on LinkedIn are so vital when it comes to B2B. 

You can also limit the target group and exclude characteristics to reach as specific a target group as possible. 

However, a common mistake is to choose one for a specific target group, which is not recommended. It should not be too wide also; it is important to find the fine line. 

Ad format

Here you decide what type of ad to publish, and the options differ slightly depending on the goal you are optimizing the campaign for. 

Individual image ad: This image appears in the news feed with captions and headlines and is very similar to a regular post. 

Gallery ad: This is LinkedIn’s equivalent of a “carousel ad”, and it means that it is a post with many different images that you can see if you scroll through banknotes. 

Video ad: As it sounds, this is an ad in the form of a short video in the feed. 

Text ad: These ads are pretty small and appear at the top of the LinkedIn page or in the field to the news feed’s right. 

Spotlight ad: With this type of ad, you can, for example, market if an offer your company has 

Message ad: This type of ad allows you to display a targeted message with just a call to action button. This is an effective way to convey something to users and potential customers. 

Conversation ads: These ads are very similar to message ads but slightly different. Here you can configure several call to action buttons that link to your landing pages, lead-gen forms or drive the user to more engagement with more information in the following message. 


When it comes to budget, you should keep in mind that LinkedIn is not as cheap as other social media such as Facebook and Instagram. But do not forget that you have a lot to gain by investing in LinkedIn ads. 

One thing to keep in mind is that LinkedIn is probably the most relevant platform to market on. Here, users are constantly updating their information, unlike Facebook, where users do not update their personal details on jobs, where they live, etc., as often. 

To truly achieve LinkedIn results, you need to have a solid budget and invest time and energy. It is difficult to determine a recommended budget because all companies and campaigns are different. 

If you have a fairly tight budget and want as much control as possible, you should choose to run CPC (cost per click) during bidding. You then reach users who are more likely to click on your ads and then pay for this. 

If you want to reach a large audience, it may be worthwhile to set your CPM (cost per mille) bidding, which means your ad will appear to as many people as possible at the lowest possible price. This can be useful if you want to convey a message and do not necessarily want users to click on your ad. 


When creating content for your ads, it’s important to create value for your audience. On LinkedIn, users do not expect to see a lot of noisy and irrelevant ads. Try to give users what they want and offer content that can strengthen your brand. 

Statistics from LinkedIn show that ads with people’s images usually work better than other image ads without people, so this is a good idea to use. 

You should also always keep in mind that very many people use LinkedIn on their mobile devices, so it is extra important to keep in mind that you create your ads to look good on the mobile. You should avoid smaller texts on pictures, as it can be difficult to read when browsing the news feed on the mobile. 

It is good to keep these short and write them to capture the user’s attention quickly when it comes to headlines. It is also good to keep the post text to a maximum of 150 characters because then the entire text becomes readable and you avoid the “see more” button. 


If your company works with B2B, there is great potential for success with LinkedIn ads. It usually pays more than advertising on other social media. But one must not forget that it also costs more. Here, users typically have a completely different focus than when they browse through, for example, Facebook. 

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