LinkedIn Ads for Lead Generation:
Best Practices and Tips
Table of Contents
LinkedIn has grown into one of the top platforms for B2B marketers, especially when it comes to generating high-quality leads. However, to make the most out of LinkedIn for lead generation, you need to know how to use LinkedIn Ads effectively. Here are some best practices and tips to help you drive great results from your LinkedIn lead gen campaigns.
1. Start with Clear Objectives
Before diving into LinkedIn Ads, be sure you know what you’re aiming to achieve. Are you looking to generate new clients, schedule demo calls, or drive downloads for an eBook? Defining your objective will help you select the right ad format and tailor your message accordingly.
2. Choose the Right Ad Format
LinkedIn offers various ad formats, each with its own unique benefits. Here’s a quick breakdown of the most effective ad types for lead generation:
- Sponsored Content: This appears in the LinkedIn feed as native ads (single image, carousel, or video). It is great for sharing thought leadership content, product updates, or downloadable resources
- Sponsored Messaging (InMail): Sends personalized messages directly to the inboxes of your target audience. Highly effective for event invitations or offering exclusive resources
- Lead Gen Forms: These ads come with built-in forms that are pre-filled with users’ LinkedIn profile data. It makes submitting contact info effortless and is great for webinars, eBook downloads, or product demos
Pick the format that best aligns with your goal and audience preferences.
If you want to learn more about LinkedIn Ad Formats, check out our detailed article “A Comprehensive Guide to LinkedIn Ad Formats”.
3. Leverage LinkedIn Lead Gen Forms
One of the most powerful features for generating leads on LinkedIn is their Lead Gen Forms. When users click on your ad, a form opens pre-filled with their LinkedIn information, making it easy to submit without typing. This reduces friction and leads to higher conversion rates.
Pro Tip: Keep your form fields to a minimum—only ask for the information you truly need. The fewer the fields, the more likely users are to complete the form.
4. Get Your Targeting Right
LinkedIn’s targeting capabilities are one of its biggest advantages. You can target audiences based on job title, industry, company size, skills, and more. For lead generation, be as specific as possible:
- Job Function & Title: Pinpoint decision-makers or specific roles you want to reach
- Industry & Company Size: Narrow down to the industries and business sizes relevant to your product or service
- Skills & Interests: Use these options to further refine your audience based on their professional interests and expertise
Pro Tip: Use LinkedIn’s “Matched Audiences” to retarget website visitors, email lists, or lookalike audiences based on existing customers.
5. Create Compelling Ad Copy and Visuals
Your ad needs to grab attention and drive action. Start by crafting ad copy that speaks directly to your target audience’s needs and pain points. Use clear, concise language, and remember to include a strong call-to-action (CTA), like “Download Now,” “Get a Free Demo,” or “Learn More.”
As for visuals, use high-quality images or videos that are eye-catching. Remember that LinkedIn is a professional platform, so keep your visuals polished and relevant to your brand.
LinkedIn lead generation is like Rocky Balboa training for a fight—it’s all about perseverance, adjusting your approach (ad optimization), and finding the perfect angle to land that winning punch and capture top-quality leads.
6. Offer Value with Lead Magnets
People don’t just hand over their contact info without a reason. Make sure you’re offering something of value in return, such as:
- eBooks/Whitepapers: Share insights or industry reports that will help your audience solve a problem or learn something new
- Webinars/Events: Promote exclusive webinars, live demos, or virtual events that provide value
- Free Trials/Demos: Encourage users to sign up for a free trial or a product demo
Make sure the lead magnet is tailored to your target audience’s interests and needs to boost conversions.
7. Use LinkedIn’s Analytics to Optimize Performance
Once your ads are live, don’t just set them and forget them. Use LinkedIn’s analytics to track your campaigns closely. Keep an eye on metrics like:
- Click-Through Rate (CTR): To measure how engaging your ads are.
- Cost Per Lead (CPL): To ensure your campaign is cost-effective.
- Conversion Rate: To see how well your lead gen forms are performing.
Based on the insights you gather, tweak your targeting, ad copy, visuals, or budget to improve performance.
A well-structured analytics and tracking setup is crucial for understanding what’s working and where there’s room for improvement. If you need help optimizing your tracking or want more information, feel free to check out our Marketing Technology page for guidance.
8. A/B Test to Find What Works
Testing is key to finding what resonates best with your audience. Run A/B tests on different ad variations, including:
- Headlines & CTAs: Try different messaging to see what drives the most clicks
- Images & Videos: Test various visuals to find what grabs the most attention
- Ad Formats: Experiment with different formats (e.g., Sponsored Content vs. Sponsored InMail) to determine what works best for your goals
Make sure you only test one element at a time to clearly see what’s driving the change in performance.
9. Budget Wisely
LinkedIn Ads can be more expensive than other platforms, so it’s important to budget wisely. Start with a smaller daily budget and scale up once you see what’s working. Keep an eye on your cost per lead and adjust bids and budgets as necessary to maintain efficiency.
Pro Tip: Consider setting up automated bidding strategies to maximize your results based on your campaign objective (e.g., more leads at a lower cost).
10. Follow Up with Leads Promptly!
Collecting leads is only half the battle – the other half is following up. Make sure you have a process in place for reaching out to new leads as soon as they submit their information. A quick follow-up can make all the difference in turning a lead into a paying customer.
LinkedIn Ads are a powerful tool for B2B lead generation, but they require the right strategy to drive results. By choosing the right ad formats, nailing your targeting, and consistently optimizing your campaigns, you can generate high-quality leads and see great returns on your LinkedIn ad spend.
Start experimenting with these best practices and tips, and watch your LinkedIn lead gen campaigns thrive!
Share this post:
