LinkedIn advertising is known for its expensiveness and complicated network geography, and still, the whole world uses LinkedIn. This social media talks solely about business, education, and development. If you figure out the algorithm and set priorities in the right order, you‘ll find the door to success and get acquainted with the right people.

In this LinkedIn advertising guide, you’ll explore ad types, players, advantages, and traits of the platform.

Who should advertise on LinkedIn?

Before you spend some time and money on LinkedIn advertising, you need to be sure whether this platform will help you prosper. Think about people with whom you want to operate. Do they use LinkedIn? If “yes” – come aboard.

As a business-oriented social media, this service works fine with the next verticals:

  • Recruiting.

Vacant positions in a company are blank spots in the department and even a loss in the overall functioning. Some headhunters seek talents for months or years and spend resources for searching. So, it’s simply awesome to have a base of professionals with CVs and profiles in one convenient place.

  • B2B products & services.

The entire content of LinkedIn is focused on commerce and career maneuvering. People come here to make business friends. Thus, big companies are ready to invest money in LinkedIn advertising to get quality leads, partners, and high conversions. Sometimes companies don’t have a chance to team up, but this venue can bring them together.

  • Higher education and upskilling.

LinkedIn’s users are focused on self-education, career upgrades and always state their education level, certificates, courses, etc. Sort out the pool of members by certain points to demonstrate ads only to the prospects who are eager to cooperate with you.

The pros and cons of LinkedIn advertising

Choosing social media platform for professional growth, LinkedIn will be named first. Scarcely anyone can stay out of this service as loads of industries came here for network expansion – to find partners, employees, and leads of course.

To become an advanced user, you’ll need to peruse the scope of digital ads options and scout out which will help you grow. For your smooth onboarding the LinkedIn, we’ve prepared a selection of merits and demerits of LinkedIn advertising. Let’s review the scale pan.

Strengths of LinkedIn advertising:

  • Effortless ads campaign launching.

Ads customization can be a real chore on some platforms. You’ll face lots of complications and niceties to set it up as you need, but the LinkedIn advertising process is not that heavy.

  • Various ad solutions.

Different ad types solve certain tasks for advertisers. That’s why this platform allows promoting with video ads, image ads, sponsored ads, text ads, job ads, etc. Most likely, your brand has an exciting story and vivid business activity. Unveil it to the public with ads. Explore more about each one in ‘Types of LinkedIn Ads ‘in the paragraph below.)

  • In-house targeting software.

On LinkedIn, you can group and target audiences by education, employer (present or past), experience, industry, skills and certifications, and so on. Retargeting and customer match feature allows targeting more customers and with Microsoft Advertising get even bigger reach.

  • Messaging-oriented communication.

Formerly, LinkedIn was a concentration of recruiters and HRs who used the platform for employee search. Mostly, users send messages to communicate and generate contacts. Today, the platform has more digital marketing solutions, but messaging remained traditional to nurture and create relations with the audience.

Downsides of LinkedIn advertising:

  • Minimum daily budgets.

Promo materials advertised on LinkedIn require a minimum budget for payment on a daily basis. It starts with $10, it’s not a significant sum, but some firms don’t include these expenses as regular. And the amount per the whole year will be approximately $3,650. So, it can be rather frustrating if you fail to meet your expectations and spend money in vain.

  • Job hunters instead of qualified leads

Products or services you’ve advertised on LinkedIn may not meet the targeted audience as some members are using LinkedIn just to show off and build connections with recruiters. However, this fact is useful when adjusting campaigns.

Types of LinkedIn Ads

Before you get acquainted with the detailed list of LinkedIn ads, we’d like to stress out that the application has the LinkedIn Lead Generation Form. Any information advertised on LinkedIn can be delivered with an impressive exactness to the target. If a member decided to contact you, the pre-filled Form with personal data – name, job title, contact details, company and location will bring a potential lead. This lead gen form supports almost all ad formats and makes conversion faster with higher efficiency.

  • Image Ads

The most widespread and notable ad format is an image. Pictures allow concentrating the promo pitch in one area. It’s like a card straight at your eyes with a brand name, message, offer and targeted action. A clear and prompt way for advertising on LinkedIn and engaging the audience.

Usually, image ads display sponsored materials. The traditional size is 1200×627 pixels with an ad headline of 50 characters and intro text of 150 characters. Such parameters will also suit the mobile version.

Advertisers love this format as image ads are perfect to publish in LinkedIn feed. It’s not hard or time-consuming to create, handy to interact, and stylish. Whatever sales funnel phase you are running right now, image ads are used to stir up brand awareness, notify about recent deals, demonstrate production, introduce best experiences and cases, and invite for a tryout at the finish.

  • Text Ads

Advertising on LinkedIn also uses smaller size announcements with 25 symbols title and 75 symbols in a phrase; the icon size is 50 × 50-pixel. Text ads type is not that brandy and creative as image ads but can enhance the whole promo tour.

The CTR is lower than the image ads have and the CPC is lower as well. In most cases, text ads are useful for conversion rising, especially if there is a worthy material inside it (guide, eBook, PDF, etc.).

Text ads stand as an additional brief promo of your main banners that will work effectively if the audience considers your offer relevant. Don’t build an entire campaign on this type of ads as it’s not that catching and displays only in the desktop version of the LinkedIn platform.

  • Video Ads

The most expressive way to advertise with LinkedIn would be video ads. Videos can tell a lot about your project. A teaser or a short movie will let you introduce yourself and tune up an audience in a proper mood. Nowadays, video with subtitles is the super trend, most-watched and highly engaging. Usually, users watch videos in mute mode, so don’t ignore subtitles to deliver your message.

Place: desktop and mobile newsfeed.

Size and format: MP4, cannot exceed 200 MB.

Payment: 1 euro cent per 3 seconds of viewed video.

Funnel phase: All.

Additional: CTA, subtitles (add .srt format file or superimposed text)

Video ads give you a massive expanse to set free your creativity and demonstrate the concept of your brand or deal. Film the story about your business, team, products/services, and your corporate culture. Thus, you can get more interest from users and move closer to prospects.

  • Carousel Ads

If you need one ad to add a vast of images and roll out a massive part of your assortment, choose carousel ads. The carousel consists of “cards” sized 1080 x 1080 pixels with a description for each one (45 characters) and intro text (150 characters). You can set a stand-alone landing page for each card and show it to certain individuals.

It’s a great option to illustrate the power of your business. For instance, you’ve identified pain points and expectations of your potentials. Why don’t you show them the way of solving their issues through cards? You’ll get a kind of animated story and users will see the possible algorithm of cooperation with your business.

Carousel ads can include a list of items, tools, cases, sequences, or a service demo. When you advertise with LinkedIn, the carousel will be convenient on any stage of generating leads for desktop and mobile versions. And don’t forget to think up a compelling CTA.

  • Dynamic Ads

On the right side of the LinkedIn desktop page, you can find 300 x 250 pixels posts with Follower ads. If you aimed to gain more leads, you can adjust the campaign in the parameters section and boost your business intentions faster and accurately.

Users stated that Dynamic ads are the prime tool to expand audience reach with targeted individuals.

  • Spotlight Ads

Ad format to place a pitch with a CTA button, after clicking a user is directed to the landing page you set. Fits best for remarketing campaigns. Fill out the remarketing list of users who viewed your main page, but haven’t taken any action.

With a ‘spotlight’ of dynamic ads, you can offer visitors to send a request for a demo.

  • Content Ads & Job Ads

Enables to promote content or job offers of your firm. Via the LinkedIn Lead Generation Form, you can personalize campaigns and state necessary features.

Now you know how to advertise on LinkedIn using its key ad types. Have you found the most relevant ones?


LinkedIn advertising types are the classic tools to engage clients and raise brand awareness. Contributors are free to choose any of the existing ways to deliver their messages to the audience in an intended way. Lead gen campaigns can include several types of ads, depending on budget.

Amid the benefits of LinkedIn advertising, we’d like to highlight an opportunity to join the pool of business-minded people, promote the project in the big business league, find talented and competent employees, execute lead gen, elevate erudition, and present personal educational programs or scientific works.