How to use LinkedIn for B2B Ads

As it stands, LinkedIn is the best platform for B2B ads. Other platforms like Meta, Google, Snapchat, etc don’t allow for B2B targeting. Those platforms are designed for DTC brands to advertise. Since LinkedIn has B2B data such as job and company data they give an edge when targeting for B2B companies.

Identify your ICP

Crafting your ICP is very important. First you want to figure out who your best target is. Theres two traditional methods seen below:

Existing Customers

Do this by looking through your existing customer base and find what customers have the best lifetime value and purchase the most from your solution. By doing this, you can determine what individual positions and company sizes are best for your business. It's also good to look at how long their lifecycle was and how hard it was to secure the deal. This will give you an idea of how long the lifecycle will be from conversion to clothes deal. You can use this to figure out how long it's going to take to get your money back from ad spend.

Finding your ICP

If you don't already have an ICP figured out you will want to conduct interviews with professionals. You can read "the mom test" for a great tutorial on how to interview potential customers you will want to interview a wide array of what you think your potential customers look like and see if your solution solves their problem. If you can find customers that want to buy your solution, you have found your ICP.

Determining the type of campaign

Now you want to determine what kind of campaign you would like to run. LinkedIn has several options for this ranging from clicking on your website, redirecting to a landing page, and lead generation forms. Each individual type of campaign will vary in cost per conversion and cost per click. You want to pick what is best for your budget and goal.

Ad Creatives

Creating a good ad creative as half the battle. Once you know what your ICP is, and what message resonates best with them, you will want to create an ad that is very targeted and speaks to their issues. It is best to invoke some kind of emotion in the individual that makes them realize you can solve their biggest problems. You can find many tutorials on how to create creatives that convert in the LinkedIn library

Push your Ads Out

Finally, the last step is to push your ads out. Once your campaign starts, you want to track your metrics such as conversions, impressions, costs, etc. These metrics are very important to stay on top of to ensure a successful campaign and not waste money.