Reach the right buyers with a message that makes them stop scrolling

LinkedIn Ads is the most effective paid platform for B2B marketing because it offers targeting based on professional attributes that no other platform matches. You can target by job title, seniority level, company size, industry, skills, and even specific companies. This means you can put your message directly in front of decision-makers at your ideal client organisations. While cost per click is higher than other platforms, the quality of leads is typically much stronger because you are reaching verified professionals in a business-oriented mindset.

Single image ads and video ads in the feed tend to deliver the best overall performance for awareness and engagement. For lead generation, LinkedIn Lead Gen Forms consistently outperform landing page campaigns because they auto-populate user data, reducing friction. Document ads and carousel ads work well for thought leadership content that educates the audience. Sponsored messaging through Message Ads can be effective for highly targeted offers but should be used sparingly to avoid fatigue. The best format depends on your objective and where your audience sits in the buying journey.

LinkedIn Ads typically cost more per click and per impression than Meta or Google Display, with average cost per click ranging from $5 to $15 or higher depending on your targeting and industry. However, comparing platforms on cost per click alone is misleading. LinkedIn reaches a professional audience that is difficult to access elsewhere, and the lead quality tends to be significantly higher. When measured on cost per qualified lead or cost per opportunity, LinkedIn often delivers competitive or superior ROI for B2B businesses targeting senior decision-makers.

LinkedIn recommends a minimum daily budget of $10 per campaign, but effective testing typically requires at least $3,000 to $5,000 per month to generate meaningful data. With higher cost per click than other platforms, smaller budgets limit the number of impressions and clicks you can generate, making it difficult to optimise. A focused approach targeting a specific audience with two to three ad variations is more effective than spreading a small budget across multiple campaigns. Start narrow, prove performance, then scale.

While LinkedIn Ads is primarily associated with B2B marketing, it can also work for B2C brands targeting professionals in specific industries, high-income audiences, or people based on their career stage. Recruitment, education, financial services, and luxury brands have found success on LinkedIn. The platform is also effective for employer branding regardless of whether you sell B2B or B2C. However, for most consumer-focused businesses, Meta and Google will deliver better reach and lower costs. LinkedIn's strength is precision professional targeting.