Mastering LinkedIn Ads: Proven Strategies for Better Results

This article is based on Episode 77 of the Smarter Marketer Podcast, ‘LinkedIn Ads That Work: Expert Tactics with AJ Wilcox,’ where they share practical strategies to help you get better results from your LinkedIn Ads.  Listen to the full episode here.

LinkedIn Ads give you a direct line to decision-makers, making them one of the most powerful tools for B2B marketing. If you’re not seeing strong results, you’re not alone. Many businesses struggle with high costs and underwhelming engagement.

With the right approach, you can turn LinkedIn into a high-performing channel for lead generation, brand awareness and even recruitment. Here’s how you can refine your strategy and maximise your ad performance.

LinkedIn’s ad platform has grown beyond simple text-based ads. Now, you can have access to multiple formats, including:

• Sponsored content – Promoted posts that show up in your audience’s feeds.
• Video Ads – Short, engaging videos to capture attention.
• Carousel Ads – Multi-slide ads to showcase products or tell a story.
• Document Ads – Downloadable resources to generate leads.

With over 30 advanced targeting filters - including job titles, industries, company sizes and skills - LinkedIn lets you reach highly relevant audiences. With improved features like conversion tracking and retargeting, you can optimise your campaigns for better ROI.

LinkedIn’s cost per click (CPC) is often higher than other platforms, but the quality of leads it delivers can make it worth the investment. Here’s why you shouldn’t just focus on cost:

• Higher lead quality – Reach professionals who are actively looking for insights and solutions.
• Better conversion rates – Because your audience is more targeted, they’re more likely to take action.
• Stronger ROI – While the upfront costs may be higher, LinkedIn leads tend to have higher customer lifetime value (LTV).

Key takeaway: Prioritise lead quality over volume. A well-targeted LinkedIn campaign can deliver stronger long-term results than cheaper alternatives.

Thought Leadership Ads consistently outperform traditional Sponsored Content, with engagement rates typically between 5% and 13%.

• Boost posts from company leaders that share valuable insights, not just promotional content.
• Share opinions, case studies and industry trends to encourage engagement.
• Keep content authentic and informative to build trust and engagement.

Short, engaging video ads - especially those featuring real people - help you capture attention.

• Keep videos under 30 seconds.
• Feature a person speaking directly to your audience.
• Add captions for silent viewers.

LinkedIn Ads work best when supported by strong organic content. 

• Identify high-performing organic posts and amplify them with paid promotion.
• Encourage employees and company leaders to engage with content.
• Use retargeting to nurture engaged users and drive conversions.

If you’re hiring, LinkedIn Ads can be a more strategic way to find the right candidate than using LinkedIn’s Recruiter tool.

• Target job titles, skills and industries relevant to your hiring needs.
• Test Sponsored Content and InMail Ads to see what works best.
• Highlight company culture and employee benefits in your messaging.

If your customer lifetime value (LTV) exceeds $10,000, LinkedIn is likely worth the investment.

Industries that typically see strong results:

• SaaS & Tech
• Professional Services (Consulting, Law, Accounting)
• Enterprise sales
• Financial services

Key takeaway: If you're targeting high-value clients, you need to be on LinkedIn.

Even experienced marketers face challenges when running LinkedIn campaigns. Common issues include:

• Higher CPC – Requires careful budget management and ongoing optimisation.
• Limited creative formats – Not as visually dynamic as Meta Ads.
• Lower volume compared to other platforms – But your leads are often more qualified.

For you to succeed, a well-structured campaign and content strategy are essential.

LinkedIn continues to enhance its ad platform, with new targeting features. With competition increasing, costs will likely rise. That’s why now is the time to refine your LinkedIn Ad strategy.

Key takeaways:

• Focus on lead quality over quantity 
• Experiment with video and Thought Leadership Ads 
• Combine organic and paid efforts for better performance.
• use LinkedIn Ads for both lead generation and recruitment.

With a well-planned strategy, you can turn LinkedIn into a cost-effective channel for high-value B2B leads. By focusing on the right audience, valuable content and a mix of organic and paid tactics, your LinkedIn campaigns will deliver real results.