How to Succeed with LinkedIn Advertising for B2B

A Complete Guide to B2B Marketing on LinkedIn

In today's digital landscape, LinkedIn is the most effective platform for B2B marketing. With its unique ability to connect businesses with decision makers, LinkedIn provides a powerful platform to generate leads, increase brand awareness and build valuable relationships.

So you're probably wondering how you can leverage LinkedIn advertising to achieve your company's goals? In this guide, we'll show you how to be successful with LinkedIn advertising for B2B in 2025.

Why choose LinkedIn for B2B marketing?

LinkedIn is the world's largest professional network with over 850 million users globally. For B2B marketers, the platform offers unique advantages:

• Targeting at the level of detail: Target specific job titles, industries, company sizes, specific businesses, remarketing, interests, skills, and geographic areas.
• Decision-makers are present: Many executives and policy makers are actively using LinkedIn to expand their professional network.
• High-quality lead generation: Statistics show that 80% of B2B leads from social media comes from LinkedIn. So here's the thing to do, and start using LinkedIn properly.

Types of LinkedIn Ads and Their Uses

To take full advantage of LinkedIn ads, it's important to choose the right ad type for your goals. LinkedIn offers a wide range of different ad formats. So let's take a look at the different formats:

1. Sponsored Content

• What is it? Paid posts that appear in the newsfeed of your target audience.
• Application area: Perfect for sharing content such as blog posts, whitepapers or webinar invitations.
• Example: “Download our free report on increasing productivity in your industry.”

2. Message Ads (Instant Messaging)

• What is it? Messages sent directly to the inbox of your target audience.
• Application area: Ideal for inviting to webinars, events or demos.
• Example: “Hello [Name], join our free webinar on the technology of the future!”

3. Carousel Ads (Carousel Ads)

• What is it? Advertise with multiple images or slides.
• Application area: Great for telling a story or showing off multiple products.
• Example: “See our 5-step guide to cost reduction.”

4th. Text Ads

• What is it? Simple text-based ads in the sidebar.
• Application area: Effective for cost-conscious campaigns.
• Example: “Try our services — contact us today!”

How to Set Up Your First LinkedIn Ad

Here we have created a step-by-step guide so you can set up your first ad on LinkedIn. So here it remains only to follow these steps to achieve maximum effect:

1. Define clear goals

• What do you want to achieve? Lead generation, branding or increased traffic?
• Example: “Get 50 qualified leads in 30 days.”

2. Choose the right target audience

• Use LinkedIn's advanced targeting to specify job titles, industries, and company sizes.
• tips: Don't be too broad in your targeting — focus on quality over quantity. Linkedin recommends having a minimum audience size of 50,000.

3. Optimize your ad content

• Create clear headers and call-to-action (CTAs).
• Use visually appealing photos or video. LinkedIn itself says that humor, and strong colors are in the wind in 2025. So here you can play a lot with the visuals and the message.
• Example: “Order a free demo today and see how you can save time and money.”

4th. Set a realistic budget

• Choose between CPC (Cost-Per-Click) or CPM (Cost-Per-Mille).
• Start with a daily budget of at least 200 NOK for testing. LinkedIn itself recommends that you have to have a minimum budget of 500-750 kr per day, but we have succeeded with much less for our customers.

Tips for Optimization and Better Results

These are some simple steps to optimize your ads on LinkedIn and how to achieve the best effect with the campaigns you run.

1. A/B Testing

• Test different versions of your ad content to see what works best. Here it is important to have a minimum of 5 ad-creatives for maximum effect. So that LinkedIn has more to work with, and the target audience does not get tired of the same advertisement. Therefore, one should have several variations of an advertisement.
• Example: Test multiple video ads or image ads to find the most effective one.

2. Use LinkedIn Insight Tag

• Track visitors to your website and use retargeting to reach them again.

3. Analyze the results

• Monitor metrics like click-through rate (CTR), CPC, and conversion rate.
• tips: A CTR below 0.5% may indicate that you should adjust your target audience or message.

Common LinkedIn Advertising Mistakes and How to Avoid Them

It is incredibly important to have access to all customer data and analytics tools to run campaigns with the best possible results.

1. Inadequate targeting

• Fault: For broad audiences that increase costs without providing qualified leads.
• Solution: Tip your target audience to specific job titles and industries.

2. Too much focus on sales

• Fault: Direct sales without providing value first.
• Solution: Share resources such as whitepapers, downloadable pdfs, or webinars to build trust.

3. Failure to follow up on leads

• Fault: Leads are left unfollowed.
• Solution: Have a system for quick follow-up by email or phone. It can be integration with Zapier, Hubspot, Salesforce etc..

FAQ: Frequently Asked Questions about LinkedIn Advertising

Q: What is the minimum budget for LinkedIn advertising?

• A: LinkedIn recommends a minimum budget of 500-750 NOK per day per campaign.

Q: What is the best ad type for B2B leads?

• A: Sponsored Content and Lead Gen Forms often produce the best results for B2B.

Q: How quickly can I expect results?

• A: Most campaigns produce results within 2-4 weeks, depending on optimization.‍‍

‍Start advertising on LinkedIn today

LinkedIn is a powerful platform for B2B marketing. By using the right strategy, clear targeting and engaging ads, you can achieve impressive results.

Are you ready to take your LinkedIn campaigns to the next level? Contact us today and we'll help you develop a strategy that works for your business.