PPC & Paid Media

LinkedIn Ads, highly targeted B2B ads for your business

LinkedIn Ads, highly targeted B2B ads for your business

LinkedIn, the world’s premier professional networking platform, offers an unparalleled opportunity for B2B marketers to tap into a highly engaged professional audience. With its sophisticated targeting capabilities, LinkedIn Ads stand out as a potent tool for businesses looking to reach decision-makers, influencers, and industry leaders.

Here’s how leveraging LinkedIn Ads can elevate your B2B marketing efforts with highly targeted advertising.

Professional Demographics Targeting

LinkedIn’s targeting begins with professional demographics, enabling advertisers to reach users based on job title, function, industry, and seniority. This level of specificity is invaluable for B2B marketers who need to target decision-makers or key influencers within specific sectors. Whether you’re aiming your software solution at IT managers in the finance industry or your recruitment services at HR directors in tech companies, LinkedIn allows for precision targeting that ensures your ads are seen by your ideal business audience.

Company Targeting

Beyond individual professionals, LinkedIn allows for targeting based on the company. This can include targeting by company name for account-based marketing campaigns, company size for tailoring messages according to the scale of the business, or even company growth rate, which can be particularly appealing for businesses offering solutions that cater to rapidly expanding companies. This targeting option is perfect for when your product or service is designed for specific types of companies rather than individual roles within a company.

Interest & Intent Targeting

LinkedIn’s interest and intent targeting harnesses the power of user interactions within the platform. By analysing content engagement, LinkedIn provides advertisers the ability to target users based on the topics they interact with or express interest in. This capability ensures that your ads are not just reaching the right professional demographic, but also those who are genuinely interested in what you have to offer, increasing the likelihood of engagement and conversion.

Education Targeting

For businesses whose products or services are particularly relevant to alumni of certain schools, fields of study, or degrees, LinkedIn’s education targeting offers a unique advantage. This allows for precise alignment with professionals who have a specific educational background, enhancing the relevance of your ads to your target audience.

Skills Targeting

LinkedIn Ads also allows targeting based on the skills listed in user profiles. This is especially beneficial for companies offering niche products or specialised services. By targeting users with specific skills, you ensure that your ads are displayed to professionals who are most likely to have an interest or need for your offering, based on their professional expertise and interests.

Group Targeting

LinkedIn’s group targeting feature enables advertisers to target members of LinkedIn groups. Since these groups often consist of professionals with shared interests, industry affiliations, or professional backgrounds, this targeting option is a goldmine for B2B marketers seeking to engage with tightly-knit communities of professionals who are highly engaged in specific topics or industries.

Custom and Lookalike Audiences

Much like other advanced advertising platforms, LinkedIn allows for the creation of Custom Audiences by uploading lists of contacts, and the use of Lookalike Audiences to find professionals similar to your existing customers. This is particularly effective for direct marketing efforts and expanding your reach to new prospects who are likely to be interested in your products or services.


Retargeting on LinkedIn helps keep your brand top of mind among professionals who have previously interacted with your website or LinkedIn content. By reminding them of your products or services, retargeting can significantly increase conversion rates among prospects who are already familiar with your brand.

LinkedIn Ads’ suite of targeting options makes it an incredibly powerful platform for B2B marketers. By leveraging the platform’s detailed professional data, advertisers can execute highly targeted campaigns that reach the heart of their desired audience, ensuring that marketing budgets are spent efficiently and effectively. Whether it’s through precise demographic targeting, interest and intent cues, or leveraging the professional community’s structures, LinkedIn Ads provide a direct pathway to the professionals most likely to engage with and benefit from your B2B offerings.

Ellie Sanderson
Ellie Sanderson