MECHANYSM | Digital Marketing Agency in London

LinkedIn Spotlight Ads Guide

LinkedIn spotlight ads
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We understand the importance of leveraging the right advertising tools to expand your brand’s reach and visibility. That’s why we’ve put together this comprehensive guide to help you understand what LinkedIn spotlight ads are, how they work, and how you can use them to achieve your marketing goals.

LinkedIn spotlight ads are a powerful advertising format that enables you to showcase your brand’s products or services and increase your brand’s visibility to your target audience. This ad format uses creative, visual elements to capture the attention of your audience and encourage them to engage with your brand.

In this guide, we’ll cover everything you need to know about LinkedIn spotlight ads, from what they are and how they work, to tips for creating effective ads and measuring your success. We’ll also showcase real-life success stories and offer actionable advice to help you optimise your spotlight ads for maximum impact.

Key Takeaways

  • LinkedIn spotlight ads are a highly visible and engaging advertising format that can increase brand awareness and drive conversions.
  • By leveraging LinkedIn’s extensive user data, you can effectively target your desired audience and refine your ad strategy for maximum impact.
  • To create effective spotlight ads, focus on engaging visuals, concise copy, and a clear call-to-action.
  • By optimising your spotlight ads with split testing and refining your targeting parameters, you can increase your ad’s effectiveness and drive ROI.

What are LinkedIn Spotlight Ads?

As a premier professional social network, LinkedIn is an effective platform for businesses to expand their reach, connect with potential customers and recruit top talent. But with so many businesses vying for attention on the platform, it can be difficult to stand out from the crowd. This is where LinkedIn spotlight ads come into play.

LinkedIn spotlight ads are a unique advertising format that is designed to increase brand awareness and capture the attention of your target audience. Unlike other ad formats on the platform, spotlight ads utilise eye-catching visuals and interactive elements to make them more engaging and memorable.

These ads are displayed prominently at the top of the LinkedIn feed or on the LinkedIn login page, making them impossible to miss. With their broad reach and high visibility, spotlight ads are an excellent way to create awareness and generate interest in your products or services.

By leveraging this ad format, businesses can position themselves as thought leaders in their niche, engage with potential customers and build brand loyalty. Overall, LinkedIn spotlight ads are an effective tool for boosting awareness and driving business growth.

Targeting with LinkedIn Spotlight Ads

When it comes to advertising on LinkedIn, one of the biggest advantages is the ability to target your desired audience with precision. The same applies to LinkedIn Spotlight Ads. With a comprehensive set of targeting options, you can hone in on the specific group of people you want your ad to reach.

The targeting capabilities of LinkedIn Spotlight Ads span across industries, job titles, company sizes, locations, and more. This allows you to reach the audience that matters the most to your business and maximise the effectiveness of your advertising campaign.

Targeting Options Description
Industry Choose from a wide range of industries, including finance, healthcare, education, and more, to serve your ad to professionals working in your desired field.
Job Title Target individuals based on their job title, such as CEO, marketing manager, or software engineer. With LinkedIn’s extensive user data, you can be sure that your ad is reaching the right people with the right job titles.
Company Size Target companies based on their size, from small businesses to large corporations, to ensure that your ad is reaching the right audience for your business.
Location Target users based on their location, from specific cities to entire countries, to reach a local or global audience.

By leveraging these targeting options, you can make sure that your LinkedIn Spotlight Ads are seen by the individuals who are most likely to be interested in your business, increasing the likelihood of engagement and conversions.

Creating Effective LinkedIn Spotlight Ads

When it comes to creating effective LinkedIn spotlight ads, visual appeal is key. In fact, studies show that visual content is 40 times more likely to be shared on social media than other types of content. Therefore, your spotlight ad should include engaging visuals that catch the viewer’s attention and encourage them to read on.

But it’s not just about the visuals – your copy needs to be concise, clear, and compelling. Use language that resonates with your target audience and emphasizes the benefits of your product or service. And don’t forget a clear call-to-action that tells the viewer what you want them to do next.

Another important factor to consider is ad optimisation. You can test different versions of your spotlight ad to see which performs best, tweak your targeting parameters to ensure you’re reaching your desired audience, and adjust your bids and budgets to maximise your return on investment.

Overall, creating effective LinkedIn spotlight ads is all about balancing eye-catching visuals, persuasive copy, and strategic optimisation. By following these best practices and experimenting with different tactics, you can create spotlight ads that capture the attention of your target audience and drive real results for your business.

Increasing Visibility with LinkedIn Spotlight Ads

Now that you understand how LinkedIn spotlight ads work and how to target the right audience, it’s time to increase their visibility. There are several tactics you can use to expand your reach and get your spotlight ads in front of more potential customers.

1. Utilise LinkedIn’s Audience Network

One way to increase the reach of your spotlight ads is by utilising LinkedIn’s audience network. This allows your ads to be displayed on third-party websites and mobile apps that are part of LinkedIn’s network, increasing your visibility and potential reach. To enable this feature, simply select the “Audience Network” option when creating your spotlight ad.

2. Leverage Influencer Marketing

Partnering with influencers can help increase the visibility of your spotlight ads by leveraging their established audience. Identify influencers in your industry and collaborate with them to create sponsored content that includes your spotlight ad. This can help you tap into their audience and increase brand awareness.

3. Target Specific Industries or Job Functions

Focusing your spotlight ads on specific industries or job functions can help you reach a more targeted audience. By tailoring your messaging and visuals to resonate with a particular audience, you can increase the likelihood of engagement and conversions.

4. Optimise Your Bids and Budgets

Effective bidding strategies can also help increase the visibility of your spotlight ads. Experiment with different bidding strategies, such as cost-per-click or cost-per-impression, to see what works best for your campaign. Additionally, regularly reviewing and adjusting your budget can ensure you are allocating your resources effectively.

By implementing these tactics, you can increase the visibility of your LinkedIn spotlight ads and reach a wider audience. Keep in mind that testing and experimentation are key to finding the right strategy for your business.

Measuring Success and ROI with LinkedIn Spotlight Ads

Measuring the success of your LinkedIn spotlight ad campaigns is just as important as creating them. With LinkedIn’s built-in analytics and tracking tools, you can easily monitor the performance of your ads and make data-driven decisions to optimise your ROI.

Key Metrics to Monitor

There are several key metrics you should monitor when measuring the success of your LinkedIn spotlight ads, including:

Metric Description
Impressions The number of times your ad was displayed to LinkedIn members
Clicks The number of clicks your ad received
Click-through rate (CTR) The percentage of impressions that resulted in clicks
Conversions The number of times a user took a desired action on your website after clicking on your ad
Cost per click (CPC) The average cost per click for your ad

By regularly monitoring these metrics, you can gain valuable insights into the effectiveness of your spotlight ads and adjust your strategy accordingly.

Refining Your Targeting

Another key aspect of measuring success and ROI with LinkedIn spotlight ads is refining your targeting parameters. By using LinkedIn’s targeting options effectively, you can ensure your ads are displayed to the most relevant audience possible.

After running your spotlight ad campaigns for a certain period of time, review your targeting options and adjust them as necessary. For example, you may want to target a different industry, job function, or seniority level to increase the relevance and effectiveness of your ads.

A/B Testing Your Ads

A/B testing is a valuable technique for optimising the performance of your LinkedIn spotlight ads. By testing different variations of your ads (such as different images or headlines), you can determine which elements are most effective in capturing the attention of your target audience.

When A/B testing your ads, make sure to only test one variable at a time so you can accurately measure the impact of each change.


By regularly monitoring the performance of your LinkedIn spotlight ads and making data-driven decisions to optimise your targeting and messaging, you can maximise the ROI of your advertising campaigns on LinkedIn.

Case Studies and Success Stories

LinkedIn spotlight ads are a powerful tool for increasing brand awareness and reaching a highly targeted audience. But don’t just take our word for it – let’s take a look at some real-life examples of successful spotlight ad campaigns.

Case Study 1: Software Company

Objective Increase brand awareness among IT decision-makers in the UK
Targeting IT professionals in the UK with job titles such as CIO, CTO, and IT Manager
Creative A visually striking graphic highlighting the company’s software
Results A 70% increase in click-through rate compared to previous campaigns and a 45% increase in website traffic from LinkedIn

Case Study 2: Financial Services Company

Objective Generate leads for a new investment product
Targeting High net worth individuals in the UK with an interest in investments and finance
Creative A short video highlighting the benefits of the investment product
Results A 60% increase in lead generation compared to previous campaigns and a 30% decrease in cost per lead

These case studies demonstrate the effectiveness of LinkedIn spotlight ads in achieving specific marketing objectives. By leveraging the platform’s extensive targeting capabilities and engaging creative elements, businesses can achieve impressive results and increase their return on investment.

Tips for Optimising LinkedIn Spotlight Ads

Creating an effective LinkedIn spotlight ad goes beyond simply targeting the right audience. To truly maximise the potential of this ad format, it’s important to optimise every aspect of your campaign. Here are some tips to help you get the most out of your LinkedIn spotlight ads:

1. Split Test Different Ad Variations

The beauty of spotlight ads is that they allow for multiple variations, so take advantage of this feature by testing different images, headlines, and descriptions. This will help you determine which elements resonate best with your target audience and can ultimately lead to better ROI.

2. Use Compelling Visuals

Spotlight ads rely heavily on visuals to capture the attention of your audience. Use eye-catching images and graphics that align with your brand’s message and tone. Avoid using stock photos or generic graphics that may blend in with other ads on the platform.

3. Refine Targeting Parameters

Continuous refinement of your targeting parameters can have a significant impact on the success of your spotlight ad campaign. Regularly evaluate and adjust your targeting options to ensure you are reaching the most relevant audience for your brand.

4. Adjust Bids and Budgets

LinkedIn spotlight ads operate on a bidding system, so finding the right balance between bids and budgets is crucial. Experiment with different bids and budgets to discover the optimal combination that will yield the best results for your campaign.

By following these tips, you can enhance the effectiveness of your LinkedIn spotlight ads and see better results for your brand.


Overall, LinkedIn spotlight ads offer a unique and effective way to increase brand visibility and capture the attention of your target audience on the platform. We hope this guide has provided you with valuable insights into the capabilities and best practices for using spotlight ads on LinkedIn.

Remember to leverage the targeting options available to reach your desired audience and optimise your spotlight ads with engaging visuals, concise copy, and clear calls to action. By monitoring the analytics and metrics available on LinkedIn’s advertising platform, you can measure the success of your campaigns and make adjustments as necessary.

Don’t forget to check out MECHANYSM’S case studies for inspiration and consider split-testing different variations of your spotlight ads to find the optimal combination. With these tips and strategies, you can make the most of LinkedIn spotlight ads and achieve your marketing goals on the platform.


Q: What are LinkedIn spotlight ads?

A: LinkedIn spotlight ads are a type of advertising format on the LinkedIn platform. They are designed to increase brand awareness and capture the attention of your target audience. Spotlight ads feature visually engaging and interactive elements to help your ad stand out.

Q: How can I target my audience with LinkedIn spotlight ads?

A: LinkedIn spotlight ads allow you to effectively target your desired audience by leveraging LinkedIn’s extensive user data. You can target based on industry, job title, company size, and more. This targeting capability helps ensure that your ads reach the right people.

Q: How can I create effective LinkedIn spotlight ads?

A: To create effective LinkedIn spotlight ads, focus on engaging visuals, concise copy, and a clear call-to-action. Use high-quality images or videos that align with your brand and capture attention. Craft compelling copy that resonates with your target audience and includes a clear next step for them to take.

Q: How can I increase the visibility of my LinkedIn spotlight ads?

A: There are several ways to increase the visibility of your LinkedIn spotlight ads. You can target specific industries or job functions to reach a more niche audience. You can also leverage LinkedIn’s audience network, which extends your ad’s reach beyond the LinkedIn platform. Additionally, partnering with influencers can help amplify your ad’s visibility.

Q: How can I measure the success and ROI of my LinkedIn spotlight ads?

A: LinkedIn offers various metrics and analytics to measure the success and return on investment of your spotlight ads. You can track metrics such as impressions, clicks, and conversions to evaluate your ad’s performance. These insights will help you optimise your campaigns and make data-driven decisions.

Q: Are there any success stories with LinkedIn spotlight ads?

A: Yes, there are numerous success stories with LinkedIn spotlight ads. Businesses from different industries have achieved their marketing goals through effective spotlight ad campaigns. These success stories showcase the impact and results that can be achieved by leveraging LinkedIn’s advertising capabilities.

Q: What are some tips for optimising my LinkedIn spotlight ads?

A: To optimise your LinkedIn spotlight ads, consider split-testing different ad variations to identify what resonates best with your audience. Use compelling visuals that align with your brand and target audience. Refine your targeting parameters to ensure you reach the right audience. Finally, adjust your bids and budgets to maximise your ad’s effectiveness.

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