LinkedIn is a rich mine for B2B professionals. LinkedIn has almost 675 million users in over 200 countries, with new members joining at a pace of 2+ each second.

LinkedIn is the best venue to identify professionals, and the site’s advertising capabilities have developed to become a powerful B2B platform with superb targeting choices. In this post, we’ll go over some of the most important parts of LinkedIn campaigning to assure your success, such as:

  • Understanding the Different Types of LinkedIn Ads
  • How to Select the Best Type of LinkedIn B2B Ads
  • What Are the Specifications for Various LinkedIn Ads?
  • How Much Do LinkedIn Ads Cost in 2022?
  • How to Evaluate Your Efforts

So, let’s get into the specifics.

What Are the Different Kinds of LinkedIn Ads?

LinkedIn advertisements’ best practices include four ad styles:

  • Sponsored content
  • Forms for generating leads
  • Text and dynamic advertisements
  • Recommendation Ads

Before you begin your LinkedIn advertising B2B campaign, you should familiarise yourself with the LinkedIn ads pricing and specifications of each ad kind. After that, you may choose the right sort of ad and begin your LinkedIn advertising experience.

How to Select the Best Type of LinkedIn B2B Ads

The best form of B2B ad is one that helps you reach your objectives. Advertising campaigns are often categorised into the following categories:

  • Awareness: You should use sponsored content, video, or carousel ads to raise brand awareness. They make it easier to display your merchandise.
  • Consideration: Consider using conversation advertising to appeal to an audience about your business.
  • Conversion: If you want to convert leads, you may use sponsored messaging without including a lead generation form in your message.

What Are the Specifications for Various LinkedIn Ads?

Sponsored Content

Sponsored content or native advertisements are single-image, video, carousel, or event ads that show with the “sponsored” title in your audience’s newsfeeds.

LinkedIn ad specifications vary depending on the sort of sponsored content you choose. It includes the following:

  • Single-image advertisements
  • Video advertisements
  • Carousel advertisements
  • Advertisements for upcoming events

Anatomy of LinkedIn’s Sponsored Content:

  • Intro (128 characters)
  • Headline (36 characters)
  • Description (155 characters)
  • Photo (200 pixels wide on desktop, a little wider on mobile)

You can choose to promote an existing update with 600 characters plus an image or create direct sponsored content limited to 160 characters.

Forms for Lead Generation

LinkedIn lead generation forms function in tandem with sponsored content. Furthermore, these forms make things easy for your prospects. On the form, they may enter pre-filled LinkedIn profile information.

The specifications for lead generating forms are as follows:

  • 256 characters for the form name
  • 60-character offer headline
  • 2,000 characters for the privacy policy
  • 20 characters for the CTA
  • 300-character confirmation message
  • 3-4 form fields are recommended.
  • Maximum number of form fields: 12
  • Maximum number of custom questions: 3 (with 100 characters per custom question)

Text and Dynamic Advertisements

Text advertisements appear on the right side of a user’s newsfeed. For text advertisements, LinkedIn charges you based on the cost-per-click (CPC) or cost-per-1,000 impressions (CPM) model. Dynamic advertising appears on the right side of the user’s newsfeed, but they are more tailored.

Anatomy of a LinkedIn Text Ad:

  • Headline (25 characters)
  • Ad Copy (75 characters)
  • Image (50×50 pixels)
  • Destination URL

Recommendation Ads

You should have at least a few legitimate recommendations before running Recommendation Ads. (Why would you advocate a product or service if others aren’t?)

Anatomy of a Recommendation Ad:

  • Company name
  • Company product/service
  • Number of people who recommended
  • Buttons for users to recommend or share
  • Product/service images
  • Pictures of those who have recommended

How Much Do LinkedIn Ads Cost in 2022?

While LinkedIn advertising expenses vary depending on the advertiser, the company must bid a minimum of $2 for cost-per-click (CPC) and cost-per-impression (CPM) campaigns. Businesses, on average, spend $5.26 per click, $6.59 per 1000 impressions, and $0.80 per send for Sponsored InMail campaigns.

With this helpful chart, you can get a detailed breakdown of LinkedIn advertising costs:

Bid Type
Average Cost


$5.26 per click


$6.59 per 1,000 impressions


$0.80 per send

However, if you create a LinkedIn marketing campaign, you can’t simply depend on averages. LinkedIn’s forecasting tool is the best approach to evaluate your entire expenses since costs fluctuate depending on numerous aspects and goals.

A lifetime and daily budgets are the two budgeting choices for B2B advertisements on LinkedIn. A minimum budget of $10 is required for both.

How to Evaluate Your Efforts

It’s no good developing a LinkedIn marketing plan, launching it, and then finding you have no clue how you’re performing. You must assess your performance.

But which metrics do you monitor?

Fortunately, LinkedIn makes it simple to measure a variety of information related to your published updates, followers, and page views using their native analytics dashboard.

You may find out which articles connect with your audience by visiting the Updates page. There are a several metrics to consider here, but we’ll highlight the two most significant ones:

  • CTR (click-through-rate)
  • Rate of Participation

These two measures are especially essential since they give a fairer picture of how each post is doing compared to others.

You may also see how you compare to the competitors. These details may be seen on your analytics’ Followers page. Scroll down to “Organisations to monitor” to discover how your KPIs compare to those of similar companies

Finally, on the Visitors tab, you can look closely at the people who aren’t followers but are interested in your company.


If your advertising initiatives are well-planned, you may get a lot out of LinkedIn. A well-executed LinkedIn marketing campaign may create highly qualified top-of-funnel leads for your company.

The amount you spend on advertising may seem significant, but your lifetime value will almost certainly be more in the long run.