MECHANYSM | Digital Marketing Agency in London

Complete LinkedIn Advertising Guide

Complete LinkedIn ad guide
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We will provide you with all the information you need to run successful ad campaigns on the UK LinkedIn platform. We have years of experience in creating effective advertising strategies that drive results. With this guide, we’re excited to share our knowledge and help you achieve your advertising goals.

Key Takeaways

  • Learn all about LinkedIn ads and how to use them to reach a professional audience
  • Discover the different types of ads available on LinkedIn and choose the right format based on your goals
  • Get step-by-step instructions on how to set up your LinkedIn ad campaign and define your objectives and budget
  • Explore the powerful targeting capabilities of LinkedIn ads and refine your strategies for better campaign performance
  • Learn how to create compelling ad content and optimise your ad performance for better results
  • Find out how to effectively manage your ad budget and bidding strategy on LinkedIn
  • Understand how to measure the return on investment (ROI) of your LinkedIn ad campaigns
  • Discover the top best practices for running successful LinkedIn ad campaigns
  • Gain inspiration from real-life case studies and success stories of businesses that have achieved remarkable results through LinkedIn advertising

Why LinkedIn Advertising?

At MECHANYSM, we strongly recommend LinkedIn advertising to our clients who want to target a professional audience and generate leads for their business. With over 20 million users in the UK alone, LinkedIn provides a unique opportunity to reach decision-makers and professionals in various industries.

LinkedIn is not just a social media platform, but a professional networking site where users share industry news, and insights and connect with other professionals. This makes it an ideal platform to promote your business and B2B services.

Unlike other social media platforms, LinkedIn’s audience is more likely to engage with content that is relevant to their professional lives. Therefore, advertising on LinkedIn can help you build brand awareness and establish your business as a thought leader in your respective industry.

Types of LinkedIn Ads

When it comes to LinkedIn advertising, there are three main types of ads to consider: Sponsored Content, Sponsored InMail, and Text Ads.

Type of Ad Description
Sponsored Content A type of native advertising that appears directly in the LinkedIn feed of the target audience. Sponsored content can include links, images, and videos.
Sponsored InMail A type of message that is sent directly to the LinkedIn inbox of the target audience. Sponsored InMail can include personalised messages, links, and call-to-action buttons.
Text Ads A type of ad that appears on the side or the top of the LinkedIn feed. Text ads can include a simple headline, description, and image.

Each type of ad has its own unique benefits and can be used to achieve different campaign objectives. For example, Sponsored Content is great for driving engagement and promoting brand awareness, while Sponsored InMail is ideal for generating leads and driving conversions. Text Ads, on the other hand, are great for reaching a large audience quickly and efficiently.

Choosing the Right Ad Format

When choosing the right ad format, consider your campaign goals and your target audience. For instance, if you want to reach a broad audience, Text Ads might be the best choice. If you want to target a specific group of professionals, Sponsored InMail may be the way to go. If you want to increase engagement with your content, Sponsored Content might be your best bet.

Ultimately, the type of ad format you choose should align with your advertising objectives and resonate with your target audience.

Setting Up Your LinkedIn Ad Campaign

At this point, you’re ready to dive into the nuts and bolts of setting up your LinkedIn ad campaign. We’ll walk you through the process, but keep in mind that it can be a bit complex. If you’re feeling overwhelmed at any point, don’t hesitate to consult LinkedIn’s own advertising resources or a professional ad agency.

The first step in setting up your campaign is to create your ad account. If you haven’t done this already, head to LinkedIn’s Campaign Manager and follow the prompts to create an account. Once you’re signed in, you’ll be taken to a dashboard where you can create and manage your campaigns.

Next, you’ll need to define your campaign objectives. What do you want to achieve with your ads? Some common objectives include driving traffic to your website, generating leads, increasing brand awareness, and promoting specific products or services. Choose objectives that align with your overall business goals.

After you’ve defined your objectives, you’ll be able to select your ad format. LinkedIn offers several different ad formats, each with its own advantages and disadvantages. Choose the format that best suits your objectives, target audience, and budget.

Once you’ve selected your ad format, you’ll be prompted to create your ad. This is where you can enter your ad copy, upload images or videos, and select your targeting options. Be sure to follow the best practices for ad content that we’ll cover in Section 6.

Finally, you’ll need to set your budget and bidding strategy. LinkedIn operates on an auction system, where advertisers bid against each other for ad space. You’ll need to determine the maximum amount you’re willing to pay per click or impression and set a daily budget to ensure your spending stays within your means. We’ll go into more detail on budgeting and bidding in Section 8.

With your ad account created, objectives defined, ad format selected, content created, and budget set, you’re ready to launch your campaign. Be sure to monitor your ad performance regularly, making adjustments as necessary to optimise your results. We’ll cover optimisation strategies in Section 7.

Targeting on LinkedIn

When it comes to LinkedIn advertising, targeting is key. Luckily, LinkedIn offers some of the most powerful targeting capabilities of any social media platform. With targeting, you can ensure your ads are seen by the right people, increasing the chances of success for your campaigns.

First, consider your campaign objectives to determine what targeting criteria are most relevant to your goals. You can target based on job title, industry, company size, seniority, skills, and more. You can even target individuals who have interacted with your website or content in the past for more precise retargeting.

Targeting Criteria Description
Job Title Target individuals with specific job titles or roles
Company Size Target companies based on the number of employees or revenue
Industry Target individuals in a specific industry or sector
Seniority Target individuals at a specific level of seniority within a company
Skills Target individuals with specific skills listed on their profile

It’s important to note that while targeting can help hone in on your desired audience, it’s essential to avoid over-targeting. Over-targeting can limit the reach of your ads and prevent you from reaching a wider audience that may be interested in your offering.

Refine your targeting strategies over time by analysing the performance metrics of your campaigns and making data-driven decisions. Continuously optimising your targeting can lead to better campaign performance and a higher return on investment.

Creating Compelling Ad Content

When it comes to LinkedIn ads, ad content is king. Your ad needs to stand out from the crowd and capture the attention of your target audience. Here are our top tips for creating compelling ad content:

  • Write a catchy headline: Your headline needs to be attention-grabbing and concise. Use strong action words and focus on the benefits of your product or service.
  • Include high-quality imagery: Visuals are crucial in LinkedIn ads. Use high-quality images that are relevant to your ad and will catch the eye of your target audience.
  • Keep your copy concise: Don’t overload your ad with too much text. Keep it short and sweet, focusing on the key message you want to convey.
  • Highlight your unique selling proposition (USP): Your ad needs to convince users that your product or service is better than your competitors. Highlight your USP in your ad copy to make your offering stand out.
  • Use a strong call-to-action (CTA): Your ad needs to prompt users to take action. Use a clear and persuasive CTA to drive clicks and conversions.

By implementing these tips, you can create ad content that resonates with your target audience and drives results for your business.

Optimising Your LinkedIn Ad Performance

At this stage, you’ve set up your LinkedIn ad campaign, crafted compelling ad content, and defined your target audience. However, the success of your LinkedIn ads ultimately comes down to one thing: ad performance. In this section, we’ll discuss the strategies and techniques for optimising your LinkedIn ad performance, so you can achieve your advertising goals.

Analysing Ad Metrics

The first step in optimising your LinkedIn ad performance is to regularly analyse ad metrics. LinkedIn provides a range of performance data such as clicks, impressions, and conversions. By monitoring these metrics, you can identify which ads are performing well and which ones need improvement.

Consider the following metrics:

Metric Description
Click-Through Rate (CTR) The percentage of total impressions that resulted in clicks.
Engagement Rate The percentage of users who engaged with your ad, such as liking or commenting.
Conversion Rate The percentage of users who completed a desired action, such as filling out a form.

By analysing these metrics, you can make data-driven decisions and adjust your ad strategy accordingly. For example, if your CTR is low, you may need to revise your ad copy or imagery to make it more attention-grabbing.

Continuous Improvement

Optimising your ad performance is an ongoing process. Continuously testing and tweaking your ads will help you improve their effectiveness over time. A/B testing is a useful technique for comparing the performance of different ad variations. For example, you may want to test two different ad headlines or images to determine which one resonates better with your audience.

Remember that small changes can have a big impact on ad performance. Try adjusting your targeting criteria or bid amounts to see if it improves your metrics. Additionally, avoid making too many changes at once, as it can be difficult to determine which specific change caused a performance shift.

Final Thoughts

Optimising your LinkedIn ad performance requires a combination of data analysis, ongoing improvement, and creative experimentation. By following these strategies and techniques, you can continuously refine your campaigns for better results. Stay focused on your campaign objectives and keep testing until you find the winning formula for your business.

LinkedIn Ad Budgeting and Bidding

In order to make the most out of your LinkedIn advertising efforts, it’s crucial to effectively manage your ad budget and bidding strategy. From setting your daily budget to choosing bidding options that align with your campaign objectives, we’ll guide you through the process to ensure you get the most bang for your buck.

Setting Your Ad Budget

When it comes to setting your ad budget, it’s important to establish a clear understanding of your overall marketing goals and how LinkedIn advertising fits into your strategy. LinkedIn offers a daily budget option, allowing you to distribute your ad spend evenly throughout the day. You can also choose to invest in a lifetime budget, which is the total amount you are willing to spend on your campaign over a set period of time.

To set your budget, navigate to the “Budget and Schedule” tab when creating your ad campaign. From there, you can select your budget type and establish your daily or lifetime budget.

Choosing Bidding Options

LinkedIn offers various bidding options to align with your campaign objectives and ensure that you are getting the most out of your ad budget. The bidding options include cost per click (CPC), cost per impression (CPM), and cost per send (CPS) for Sponsored InMail campaigns.

To optimise your bidding strategy, it’s important to select the option that aligns with your specific campaign goals. For example, if your objective is to drive website traffic, you may want to choose the CPC bidding option. If your objective is to increase brand awareness, the CPM bidding option may be a better fit.

Monitoring Your Ad Spend

Once your ad campaign is live, it’s important to monitor your ad spending regularly to ensure that your budget is being used efficiently. LinkedIn’s Campaign Manager platform provides detailed insights into your ad performance and spending, allowing you to make data-driven decisions and adjust your budget and bidding strategy as needed.

By following these budgeting and bidding best practices, you can optimise your LinkedIn ad performance and achieve your advertising goals.

Measuring LinkedIn Ad ROI

When it comes to LinkedIn ads, measuring the return on investment (ROI) is crucial to understanding the success of your campaigns. By tracking conversions and attributing results, you can determine the impact of your advertising efforts and make informed decisions for future campaigns.

One important metric to consider when measuring ad ROI is click-through rate (CTR), which shows the percentage of users who clicked on your ad after seeing it. A higher CTR generally indicates a more compelling ad that resonates with your target audience.

Another key metric is cost per click (CPC), which represents the amount you pay for each click on your ad. By monitoring CPC, you can optimise your bidding strategy and reduce costs while still achieving your campaign goals.

Conversion tracking is also essential for measuring ad ROI on LinkedIn. By setting up conversion tracking, you can track specific actions that users take after clicking on your ad, such as filling out a contact form or making a purchase. This allows you to attribute revenue or lead generation to your advertising efforts and calculate the true ROI of your campaigns.

Overall, measuring LinkedIn ad ROI requires careful analysis of various metrics and a deep understanding of your campaign objectives. By consistently tracking and optimising your campaigns, you can achieve greater success and maximise the impact of your advertising budget.

LinkedIn Ad Best Practices

At MECHANYSM, we have run numerous LinkedIn ad campaigns and have gained valuable insights into what works and what doesn’t. Here are some of our top LinkedIn ad best practices:

1. Set clear goals

Before creating your ad campaign, define what you want to achieve. Whether it’s brand awareness or lead generation, having clear goals will help you create focused and effective ads.

2. Know your audience

LinkedIn offers robust targeting options, so take advantage of them. Understand your audience’s job titles, industries, and company sizes to ensure your ads reach the right people.

3. Use eye-catching visuals

Visuals are an important aspect of LinkedIn ads. Use high-quality images or videos to grab people’s attention and make your ads stand out.

4. Write compelling headlines

Your headline should entice people to click on your ad. Use clear and concise language and highlight what makes your product or service unique.

5. A/B test your ads

Not sure which ad will perform better? Test two versions against each other and see which one gets more clicks or leads. Use the winning ad as the basis for your future campaigns.

6. Choose the right ad format

LinkedIn offers different ad formats, so choose the one that best suits your goals. Sponsored Content is great for brand awareness, while Sponsored InMail is ideal for lead generation.

7. Don’t overspend

Set a realistic budget and bid for ad placement at a reasonable rate. Don’t overspend, as this can quickly deplete your budget.

8. Monitor ad performance

Track your ad performance regularly and make data-driven decisions. Adjust your targeting, ad content, or bidding strategy to optimise your campaigns for better results.

By following these LinkedIn ad best practices, you’ll be well on your way to running successful campaigns in the UK LinkedIn market.

Case Studies and Success Stories

At MECHANYSM, we’ve seen remarkable success with LinkedIn advertising, and we love sharing our clients’ stories to inspire others. One of our favourite examples is a B2B consulting firm that struggled to generate leads through traditional channels.

After implementing a Sponsored Content campaign targeting decision-makers in their industry, they saw a 60% increase in website traffic and a 35% increase in lead conversions. The key was crafting a messaging strategy that addressed pain points and emphasised their unique value proposition.

Another client, an eLearning provider, leveraged Sponsored InMail to great effect. By targeting HR professionals in a specific region, they achieved a 45% open rate and a 15% conversion rate, resulting in a 6x return on ad spend. The personalised, action-oriented content of their message was the key to their success.

These stories demonstrate the power of precision targeting, compelling messaging, and data-driven optimisation. By using LinkedIn’s sophisticated ad platform to its full potential, our clients have achieved incredible results and grown their businesses. We’re confident that with the right approach, you can too!


We hope this comprehensive LinkedIn advertising guide has equipped you with all the information you need to run successful ad campaigns on the UK LinkedIn platform. Our guide has covered everything from understanding the different types of ads to implementing effective strategies for targeting and optimising ad performance.

By following our proven techniques, you can simplify your advertising efforts and maximise results for your business. Remember to create compelling ad content that resonates with your target audience, refine your targeting strategies, and continuously analyse and optimise ad performance.

LinkedIn advertising offers unique opportunities to reach a professional audience and generate leads for your business. As you implement these strategies, you will discover the benefits of LinkedIn advertising and how it can elevate your brand.

Thank you for reading our guide and we wish you the best of luck with your LinkedIn advertising campaigns!


Q: How can LinkedIn advertising benefit my business?

A: LinkedIn advertising offers unique opportunities to reach a professional audience and generate leads for your business. By targeting specific criteria such as job title, industry, and company size, you can effectively reach your desired audience and increase brand awareness.

Q: What types of ads can I run on LinkedIn?

A: LinkedIn offers various types of ads, including Sponsored Content, Sponsored InMail, and Text Ads. Sponsored Content allows you to promote your content directly in the LinkedIn feed, while Sponsored InMail allows you to send personalised messages to your target audience. Text Ads are displayed on the sidebar of the LinkedIn platform.

Q: How do I set up a LinkedIn ad campaign?

A: Setting up a LinkedIn ad campaign is a straightforward process. First, you’ll need to create an ad account. Then, you can define your campaign objectives and budget. Finally, you’ll design your ad content and select your target audience. LinkedIn provides step-by-step instructions to guide you through the process.

Q: How can I target my ads on LinkedIn?

A: LinkedIn offers powerful targeting capabilities, allowing you to reach your desired audience based on criteria such as job title, industry, and company size. You can refine your targeting strategies to ensure your ads are shown to the most relevant users, increasing the chances of engagement and conversions.

Q: What are some best practices for creating engaging ad content on LinkedIn?

A: When creating ad content on LinkedIn, it’s important to write compelling headlines that capture the attention of users. Additionally, using visually appealing imagery and including a clear call-to-action can increase the effectiveness of your ads. Testing different variations of your content can also help identify the most engaging elements.

Q: How can I measure the success of my LinkedIn ad campaigns?

A: LinkedIn provides metrics and analytics that allow you to track the performance of your ad campaigns. By analysing data such as impressions, clicks, and conversions, you can make data-driven decisions and optimise your campaigns for better results. LinkedIn also provides insights into attributing conversions to your ads.

Q: How should I budget and bid for my LinkedIn ads?

A: Managing your ad budget and bidding strategy on LinkedIn requires careful consideration. You can set a daily budget that aligns with your advertising goals and choose bidding options based on your campaign objectives. LinkedIn provides guidance on how to make the most of your budget while maximising ad visibility and performance.

Q: What are some LinkedIn ad best practices I should follow?

A: A/B testing your ad variations, refining your targeting strategies, and optimising your ad content based on performance are all best practices for running successful LinkedIn ad campaigns. Additionally, considering ad placement options and aligning your ads with your overall marketing strategy can contribute to better results.

Q: Can you provide examples of businesses that have achieved success with LinkedIn advertising?

A: Yes, we have real-life case studies and success stories of businesses that have achieved remarkable results through LinkedIn advertising. These examples can provide inspiration and valuable insights into the strategies and tactics that led to their success. You can adapt and implement these strategies in your own campaigns.

Considering lean marketing for your business? Check out our services or contact us today! However, if you want to see our expertise first you can read our case studies to learn more about out approach.

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