TL;DR:
- Start with one clear objective and one primary KPI per campaign.
- Build buyer-first audiences, then layer Matched Audiences for scale and control.
- Use strong offers that match intent, not weak ebooks for every stage.
- Let Maximum delivery learn, then move to cost cap or manual bids.
- Track with Insight Tag and Conversions API, and pass revenue back.
B2B teams who need LinkedIn to drive pipeline, not just clicks. It covers setup, targeting, creative, bidding, and reporting. It works for new programs and for mature accounts.
1) Start with the goal
Pick one objective per campaign. Choose the one that matches how buyers will act.
Common LinkedIn objectives
- Awareness, for reach and impressions.
- Website visits, for landing page traffic.
- Engagement, for on-platform actions.
- Video views, for lightweight reach and recall.
- Lead generation, for native Lead Gen Forms.
- Website conversions, for tracked actions on your site.
Tie each objective to one KPI. For example, cost per qualified lead for Lead gen, or cost per view for Video.
Simple objective-to-KPI table
Objective | Best first KPI | Secondary KPI |
Awareness | CPM | Reach, frequency |
Website visits | CPC | CTR, bounce rate |
Engagement | CPE | Saves, follows |
Video views | CPV | 50% view rate |
Lead generation | CPL | Form completion rate |
Website conversions | CPA | Assisted conversions |
2) Build buyer-first targeting
LinkedIn’s strength is business data. Start with who, then where.
Core targeting to combine
- Job function and seniority, for scale and buying power.
- Skills or member interests, to catch varied titles.
- Company size and industry, to fit your ICP.
- Exclusions, to prevent customers, partners, and students from seeing ads.
Avoid job title only. It misses people and raises cost.
Matched Audiences for control and scale
Use Matched Audiences to bring your first party data into LinkedIn.
- Company lists. Upload target accounts and run true ABM.
- Contact lists. Upload leads from your CRM for nurture or suppression.
- Website retargeting. Build segments by key pages and recency.
- Engagement retargeting. Retarget video viewers, ad engagers, or form openers.
- Lookalikes. Expand from high quality lists once performance is stable.
Pro tips:
- Keep each list over the minimum match guidance so delivery is stable.
- Use separate campaigns for prospecting vs retargeting.
- Refresh lists weekly, either by CSV or via your CRM sync.
Geographic and language settings
Set country and language at the campaign level. Use one language per campaign to keep creative tight.
3) Structure for clean testing
A clean account reveals what works fast.
- One variable per test. Do not mix audience and offer tests in one campaign.
- Break out segments by buying stage or account tier.
- Group ads by theme. Three to five ads per ad set is enough.
- Name things well. Include objective, audience, offer, and date.
Roll winners up. Pause losers fast. Keep a changelog.
4) Offers that match intent
Great targeting will fail with a weak offer. Match the ask to buyer intent.
Top of funnel
- Short guides, calculators, quick tips. Light ask, clear value.
- Document Ads and Video work well.
Mid funnel
- Case studies, deep checklists, benchmark tools.
- Use Lead Gen Forms with custom questions to screen.
Bottom of funnel
- Demo, pricing, ROI consult, proof of value.
- Use retargeting and account lists for this stage.
Avoid gated fluff. Promise a clear outcome. Deliver it fast.
5) Creative that earns attention
You have seconds in a busy feed. Make the scroll stop.
- Lead with the pain or outcome in the first line.
- Show the product in use, not only brand shapes.
- Use high contrast colors and human context.
- Add a single proof point. Keep it honest.
- Close with a strong CTA that matches the offer.
Format tips
- Single Image. Best for fast tests and broad reach.
- Video. 6 to 15 seconds for cold, 15 to 30 for warm.
- Carousel. Tell a short story. One idea per card.
- Document Ads. Share a skim-friendly PDF right in feed.
- Message or Conversation Ads. Use sparingly for warm lists.
- Lead Gen Forms. Reduce friction for mobile users.
6) Bidding and budgets that scale
Start simple, then add control.
- Begin with Maximum delivery to gather data.
- Once stable, move to cost cap if you need guardrails.
- Use manual bids when auctions are tight and you know your value.
- Set daily budgets you can 3x on winners.
Do not change more than one lever at a time. Let learning complete before judging results.
7) Optimize week by week
Use a steady rhythm. Here is a simple plan.
Week 1 to 2
- Watch quality metrics. CTR, form open rate, and view rate.
- Kill clear underperformers after 500 to 1,000 impressions.
Week 3 to 4
- Shift budget to the top two ad variants.
- Test a new angle or asset against the winner.
Month 2
- Roll out the winner to new segments.
- Launch one fresh offer for the same audience.
Month 3
- Add lookalikes to scale.
- Test a new format, such as Document Ads or Video.
8) Measure what helps sales, not only clicks
Set up tracking before you spend. Keep your data clean.
- Install the Insight Tag across your site.
- Send conversion events with the Conversions API to reduce loss.
- Pass UTM tags on all ads and forms.
- Sync leads to your CRM and score for fit and intent.
- Record opportunities and revenue back to campaigns.
Add offline conversions if sales happen after a call or a demo. This closes the loop and lets the system optimize to true value.
Simple attribution starter
Use a position based model for day to day. Share a weighted view across touchpoints. Keep a separate model for finance if needed.
9) Avoid these common mistakes
- Going title only, which misses buyers and raises cost.
- Sending cold traffic to a demo form.
- Using the same ebook for every stage.
- No exclusions, so you pay to reach customers.
- Changing bids and audiences at the same time.
10) Sample B2B campaign blueprint
Stage | Audience | Format | Offer | KPI |
Prospecting | ICP by function and seniority, exclude customers | Video or Single Image | Short guide or calculator | CTR, CPV, CPC |
Mid funnel | Website retargeting, 30 to 90 days | Document or Carousel | Case study or checklist | CPE, form open rate |
ABM | Tier 1 account list, senior roles | Single Image or Video | ROI calculator, custom demo | CPL, meeting rate |
Retargeting | Ad engagers and form openers | Lead Gen Forms | Demo or consult | CPL, SAL rate |
11) Quick launch checklist
- Objective set with one main KPI.
- Core audience plus exclusions defined.
- Matched Audiences uploaded and synced.
- Three ad angles per offer, with clear CTA.
- Budgets set, learning window planned.
- Insight Tag live on all pages.
- Conversions API sending key events.
- UTM and CRM sync tested end to end.
Why it matters
LinkedIn can reach the exact buyers you need. With the right setup, it will fill your pipeline with people who match your ICP. Smart testing, strong offers, and clean data lower cost and raise win rates.
Sources:
- LinkedIn Help Center, Marketing objectives available for your ad campaigns, https://www.linkedin.com/help/lms/answer/a424570 , 2025-06-01
- LinkedIn Help Center, Lead Gen Forms best practices and setup, https://www.linkedin.com/help/lms/answer/a423447 , 2025-05-20
LinkedIn Help Center, Matched Audiences overview and list uploads, https://www.linkedin.com/help/lms/answer/a420552 , 2025-05-10