Chapter 8: Optimizing Your LinkedIn Ads: Tips & Strategies

Apart from choosing the right ad formats and audience lists, there are a few more levers to optimize LinkedIn Ad campaigns:

1. Ad Creative Optimization

Compelling ad creatives are important for driving engagement:

• Test multiple ad formats, including Sponsored Content, Message Ads, and Dynamic Ads.
• Create short and long ad copy variations to see which performs better.
• Use high-quality, relevant images that resonate with your target audience.
• Incorporate eye-catching words and strong CTAs in your ad copy.
• Update your creatives every 90 days to keep ads fresh and avoid audience desensitization.
• Limit the number of impressions per user to prevent overexposure. Aim for 5-10 impressions per user per month to maintain balance.
• Regularly test different ad variations (creatives, headlines, calls-to-action) to identify what clicks best with your audience and improve campaign performance.
  
  

2. Landing Page Optimization

The effectiveness of your ads also depends on the quality of your landing pages:

• Ensure your landing page message/ communication style matches your ad content
• Optimize landing pages for conversions with clear navigation and CTAs.
• Create and test multiple landing page designs or run A/B tests to determine which performs best.
• Capture leads directly within LinkedIn instead of directing users to external forms to reduce friction.
  
  

3. Budget and Bidding Strategies

Proper budget allocation and bidding can significantly impact campaign performance:

• Monitor and adjust your budget based on ad performance.
• During our conversation with AJ Wilcox, Founder of B2Linked, he mentioned that companies should always start with a lower bid than LinkedIn’s recommendations when they're doing a manual bid. AJ recommends starting with low CPC bids (e.g., $7 for North America) and incrementally increasing until your budget is fully utilized. Additionally, he also mentioned using Maximum Delivery bidding only for small audiences (<5,000) or campaigns with CTRs above 1%.
• Focus your budget on top-performing ads and reduce spend on underperforming ones.
• Test between manual CPC, maximum delivery (automated), or target cost bidding to balance reach and efficiency.
• Increase spend on high-performing segments and pause underperforming ones.
• Test running ads at specific times when engagement is highest.
• Relying solely on LinkedIn's maximum delivery option can lead to rapid budget depletion without optimal results, as it often prioritizes impressions over cost efficiency.

➡️Read more: Understanding LinkedIn Ads Budget

4. Performance Tracking and Optimization

Continuous monitoring and optimization are key to improving campaign results:

• Utilize LinkedIn's insights and analytics to identify areas for improvement.
• Conduct A/B testing by running multiple variations of each ad, changing one variable at a time.
• Track metrics such as click-through rates (CTR), conversion rates, view-through attribution, and cost per conversion.
• Optimize ads for mobile, as many LinkedIn users access the platform via mobile devices.
  
  

➡️Read more: Understanding LinkedIn Ads CTR