How to Lower Your LinkedIn CPL Without Sacrificing Quality
Use broader targeting with Lead Gen Form qualification questions instead of narrow targeting to reduce CPMs while maintaining lead quality.
Why This Matters
LinkedIn's minimum audience size recommendations exist for a reason - small audiences mean limited auction competition and sky-high CPMs. Broader targeting with smart qualification captures the same quality leads at lower cost.
How To Implement
1. Expand your job title targeting: Add related titles and use job functions instead of exact matches.
2. Increase company size ranges: Instead of 1,000+, try 500+.
3. Add qualification questions to Lead Gen Forms: Ask 'What's your role in purchasing decisions?' or 'What's your company's current budget?'
4. Use custom fields to capture qualifying information.
5. Score leads in your CRM based on form responses, not just LinkedIn targeting.
6. Aim for 100,000+ audience size to give the algorithm room to optimize.
Pro Tip
Add a 'disqualifying' question like 'Are you a student or job seeker?' with a 'Yes' option. This helps filter out casual clicks without rejecting them upfront.
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