LinkedIn Ads for B2B: Targeting Decision Makers
LinkedIn Ads offer something no other platform can match: direct access to decision makers.
For B2B services and professional services companies, this precision is worth the higher CPMs.
LinkedIn CPCs are 5 to 10 times higher than Facebook. But the lead quality often justifies the cost.
The Targeting Advantage
LinkedIn knows things about users that other platforms do not:
| Data Point | LinkedIn | Facebook | | :--- | :--- | :--- | | Job Title | Verified | Self-reported | | Company Size | Accurate | Estimated | | Seniority | Explicit | Inferred | | Industry | Detailed | Broad |
Campaign Types That Work
For B2B lead generation, focus on:
- Sponsored Content: Native feed ads with lead forms
- Message Ads: Direct messages with offers (use sparingly)
- Document Ads: PDF downloads for thought leadership
Avoid Text Ads unless you have minimal budget to test.
The Lead Form vs Landing Page Debate
LinkedIn Lead Gen Forms convert better but produce lower quality leads.
For SaaS companies, landing pages with qualification questions tend to deliver better results.
Next Steps
Explore our LinkedIn Ads for B2B service or get a free audit.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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