LinkedIn Ads 2024: The Ultimate Guide to Advertising on LinkedIn

What is a LinkedIn ad?

A LinkedIn ad is a form of paid advertising on the LinkedIn platform that allows businesses to promote their products, services, or brand to a targeted audience of professionals.

LinkedIn ad objectives

Brand awareness

Brand awareness objectives are focused on increasing visibility and recognition of your brand among your target audience on LinkedIn.


Consideration objectives are aimed at encouraging engagement with your brand, such as website visits, content views, or engagement with your LinkedIn page or posts.


Conversion objectives are designed to drive specific actions, such as lead generation, website conversions, or event registrations.

LinkedIn ad formats

Sponsored content

Single image ads

Single image ads are simple, visually appealing ads that consist of a single image and accompanying text.

Document ads

Document ads allow you to share whitepapers, e-books, case studies, and other downloadable content directly on LinkedIn.

Video ads

Video ads on LinkedIn are a powerful way to capture attention and engage your audience with compelling video content.

Carousel ads

Carousel ads enable you to showcase multiple images or videos within a single ad unit, allowing for a more interactive and engaging experience for your audience.

Event ads

Event ads allow you to promote events such as webinars, conferences, or workshops to a targeted audience on LinkedIn.

Thought leader ads

Thought leader ads allow you to partner with influencers and industry leaders to promote thought leadership content to a targeted audience on LinkedIn.

Conversation ads

Conversation ads are designed to drive personalized one-to-one conversations with your target audience, using interactive conversational formats.

Text ads

Text ads are simple, text-based ads that appear at the top of the LinkedIn feed or on the right-hand side of the page.

Dynamic ads

Dynamic ads are personalized, automatically generated ads that are tailored to each individual viewer based on their LinkedIn profile information.

How to create a LinkedIn ad campaign

1. Define your objectives

Before creating a LinkedIn ad campaign, it’s essential to clearly define your objectives and what you hope to achieve with your advertising efforts.

2. Select a target audience

Use LinkedIn’s targeting options to define the specific characteristics and attributes of the audience you want to reach with your ad campaign.

3. Set your budget and schedule

Determine how much you are willing to spend on your LinkedIn ad campaign and set a schedule for when you want your ads to run.

4. Create a LinkedIn Campaign Manager account and create your campaign

Use LinkedIn Campaign Manager to set up your ad campaign, define your campaign objectives, and choose your ad format.

5. Choose your LinkedIn ad format

Select the most suitable ad format for your campaign objectives, such as sponsored content, text ads, or dynamic ads.

6. Set your ad bid and budget

Determine how much you are willing to bid for your ads and set a daily or total budget for your campaign.

7. Design your ad

Create compelling ad creative that will capture the attention of your target audience and encourage them to take the desired action.

8. Preview and review your ad

Review and preview your ad to ensure that it looks and functions as intended before launching your campaign.

9. Launch your campaign

Once everything is set up and ready to go, launch your LinkedIn ad campaign to start reaching your target audience.

10. Monitor and optimize the campaign

Regularly monitor the performance of your ads and make adjustments as needed to optimize the campaign for better results.

LinkedIn ads FAQ

What are the benefits of using LinkedIn ads?

LinkedIn ads offer a range of benefits, including the ability to reach a highly targeted professional audience, drive specific business objectives, and access a variety of ad formats to suit different campaign goals.

How much do LinkedIn ads cost?

The cost of LinkedIn ads varies depending on factors such as your bid, budget, and the competitiveness of your target audience. It’s important to set a budget that aligns with your objectives and monitor the performance of your ads to ensure you are getting a good return on investment.

What is objective-based advertising?

Objective-based advertising is an approach to advertising that focuses on defining specific objectives for your ad campaign, such as brand awareness, consideration, or conversion, and then selecting the most suitable ad formats and targeting options to achieve those objectives.

Can I use a LinkedIn ad to target specific audiences?

Yes, LinkedIn offers a range of targeting options that allow you to define specific characteristics and attributes of the audience you want to reach with your ad campaign, including job title, industry, company size, and more.


Advertising on LinkedIn can be a powerful way to reach a professional audience and achieve specific business objectives. By understanding the various ad formats, setting clear objectives, and utilizing targeting options, businesses can create effective LinkedIn ad campaigns that drive results. With the right strategy and approach, LinkedIn ads can be a valuable addition to your marketing toolkit in 2024 and beyond.