{"id":10872,"date":"2026-03-16T18:40:12","date_gmt":"2026-03-17T00:40:12","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10872"},"modified":"2026-03-16T18:40:12","modified_gmt":"2026-03-17T00:40:12","slug":"5-linkedin-ad-tactics-for-b2b-marketers","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10872","title":{"rendered":"5 LinkedIn ad tactics for B2B marketers"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"412\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2026\/03\/man-looking-at-linkedin-logo-on-his-phone-while-sitting-at-a-desk-in-front-of-a-computer-monitor-800x412.png\" class=\"attachment-large size-large wp-post-image\" alt=\"man-looking-at-linkedin-logo-on-his-phone-while-sitting-at-a-desk-in-front-of-a-computer-monitor\" loading=\"lazy\" \/><\/div>\n<p>LinkedIn made some good moves last year that I\u2019ve seen pay off for our suite of B2B clients. Now that we\u2019re into 2026, with yearly marketing goals in focus, I\u2019ve got some recommendations based on our 2025 learnings for you to test and leverage in the coming months. Those include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Video.<\/li>\n<li>Thought Leader Ads.<\/li>\n<li>Personalized creative.<\/li>\n<li>Qualified Lead Optimization.<\/li>\n<li>Ads duplication.<\/li>\n<\/ul>\n<p>Let\u2019s put a magnifying glass on each and explain the benefits you stand to gain.<\/p>\n<h2 class=\"wp-block-heading\">Short-form video is becoming essential on LinkedIn<\/h2>\n<p>Even though Meta and TikTok are better fits for video, LinkedIn isn\u2019t immune to the video movement \u2014 particularly short-form video (7-15 seconds). While having video content is an important line item in your marketing strategy, the right content is even more important.<\/p>\n<p>There are plenty of ways to leverage video, including new-ish placements like First Impression Ads. I recommend you try video ads in the feed first to compare performance and engagement with other in-feed ads you\u2019ve been running.<\/p>\n<p>The usual caveats apply here:<\/p>\n<p>Don\u2019t just repurpose videos from other platforms. Beyond its unique UI, which can affect whether video content stands out, LinkedIn also drives different behavior among its users. Test videos that speak to a professional challenge your brand can help solve, or highlight testimonials, tutorials, or case studies.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/lp\/semrush-one\/en\/?utm_campaign=ic_semrush_one&amp;utm_source=searchengineland.com&amp;utm_medium=overlay&amp;onboarding=off\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        Your customers search everywhere. Make sure your brand <span>shows up<\/span>.\n      <\/div>\n<p>\n        The SEO toolkit you know, plus the AI visibility data you need.\n      <\/p>\n<\/div>\n<div>\n      <span>Start Free Trial<\/span>\n    <\/div>\n<div>\n<div>Get started with<\/div>\n<p>      <img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" \/>\n    <\/p><\/div>\n<\/div>\n<p><\/p>\n<p>Make sure you have a follow-up plan for users who engage, since a single video won\u2019t convert anyone into a customer without extensive nurturing.<\/p>\n<p>Set a strategy for measuring the value of video engagements, from views to direct responses that take action on prompts like \u201cComment X for the full guide.\u201d<\/p>\n<h2 class=\"wp-block-heading\">Thought Leader Ads outperform many brand ads<\/h2>\n<p>One of the toughest parts of B2B advertising is engaging potential customers on behalf of a business or corporate entity. Thought Leader Ads (where companies can essentially boost content from employee accounts) have actually been around for a couple of years. Still, we got serious about testing them in 2025 and earned much higher engagement than with typical ads from business profiles.<\/p>\n<p>TLAs open up some creativity, too. Humor-focused posts, for one, are a lot more natural a fit from a personal account.<\/p>\n<p>As with other boosted content, be judicious about where you invest. If a post already has traction organically (and that\u2019s become harder over the last year as LinkedIn has throttled back reach) and makes a good business case for working with your company, that\u2019s a good candidate for a TLA.<\/p>\n<p>A couple of caveats here, too:<\/p>\n<p>Make sure any employee whose content you boost has your brand as visible as possible on their profile and has creator mode activated so that users can follow them (which creates long-term value for future posts).<\/p>\n<p>Per LinkedIn (we\u2019ve also seen this to be true), it\u2019s best to repurpose content originally published fewer than 30 days before you boost the post.<\/p>\n<h2 class=\"wp-block-heading\">Personalized LinkedIn ads significantly improve cost per lead<\/h2>\n<p>In the latter half of 2025, we ran a significant number of tests with personalized LinkedIn ads across different geos and using different campaign types.<\/p>\n<p>In our global campaigns, we saw an average of &gt;20% improvement in cost per lead, with higher CTR and lower CPC. U.S. campaigns were even more successful. CPLs dropped 33%.<\/p>\n<p>Per our LinkedIn rep, European users in particular value privacy more than U.S. users, so it makes sense that personalization was more effective stateside. Either way, and even in U.S. campaigns, personalized ads began to show signs of fatigue after about a month.<\/p>\n<p>We responded by combining personalized and non-personalized ads into a single campaign to lower the frequency of personalized ads \u2014 and to allow side-by-side comparisons in the same environment.<\/p>\n<h2 class=\"wp-block-heading\">Qualified Lead Optimization helps LinkedIn prioritize higher-quality prospects<\/h2>\n<p>If you\u2019ve run Conversions API (CAPI) and enhanced conversions in Meta and Google, you\u2019re familiar with the idea of Qualified Lead Optimization. Essentially, this is LinkedIn\u2019s way of letting you integrate your first-party data into the platform\u2019s back end to help its algorithm find higher-quality users.<\/p>\n<p>Now, this isn\u2019t quite as effective as its Meta and Google counterparts yet, but we\u2019ve seen an increase in the proportion of qualified leads.<\/p>\n<p>To test it:<\/p>\n<p>Use LinkedIn\u2019s CAPI to sync your CRM data and provide the platform with your definition of a qualified lead.<\/p>\n<p>Set up a CAPI conversion event for qualified leads and ensure they are relayed to the Campaign Manager.<\/p>\n<h2 class=\"wp-block-heading\">LinkedIn\u2019s ad duplication feature speeds campaign launches<\/h2>\n<p>LinkedIn\u2019s ad duplication feature is tactical, but it\u2019s saved me a ton of time in our accounts, so it\u2019s worth making sure you\u2019re aware of it.<\/p>\n<p><a href=\"https:\/\/www.semrush.com\/lp\/semrush-one\/en\/?utm_campaign=ic_semrush_one&amp;utm_source=searchengineland.com&amp;utm_medium=overlay&amp;onboarding=off\" target=\"_blank\"><\/a><\/p>\n<div>\n<div>\n<div class=\"headline-responsive\">\n        See the <span>complete picture<\/span> of your search visibility.\n      <\/div>\n<p>\n        Track, optimize, and win in Google and AI search from one platform.\n      <\/p>\n<\/div>\n<div>\n      <span>Start Free Trial<\/span>\n    <\/div>\n<div>\n<div>Get started with<\/div>\n<p>      <img decoding=\"async\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp\" alt=\"Semrush One Logo\" \/>\n    <\/p><\/div>\n<\/div>\n<p><\/p>\n<p>In March 2025, LinkedIn launched a few updates to Campaign Manager, including a new feature that makes it easier to duplicate ads across campaigns and accounts. This has greatly improved our time to launch new campaigns \u2013 there\u2019s no downside to getting your hands around it.<\/p>\n<h2 class=\"wp-block-heading\">LinkedIn CTV ads may become a new testing channel<\/h2>\n<p>We haven\u2019t yet aggressively tested LinkedIn\u2019s new CTV capability, but we\u2019re keeping an eye on industry perspectives. This can be a great medium to gauge the messaging and positioning that work for your brand, with niche-targeting options, before rolling out big-screen campaigns.<\/p>\n<p>In the scheme of things, LinkedIn provided some quality-enough updates last year for us to shift more client budget there. As always, you need to set the right expectations for the platform and ensure you have a strong methodology for measuring its value in your pipeline.<\/p>\n<p>With those in place, and with a rock-solid understanding of your ICP that lets you fully leverage LinkedIn\u2019s targeting levers, I\u2019m betting LinkedIn can be a pleasantly surprising source of growth in the coming months.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<h2 class=\"wp-block-heading\">Key takeaways<\/h2>\n<ul class=\"wp-block-list\">\n<li>Short-form video ads are becoming increasingly effective on LinkedIn.<\/li>\n<li>Thought Leader Ads often generate higher engagement than ads from company pages.<\/li>\n<li>Personalized creative can significantly improve click-through rates and cost per lead.<\/li>\n<li>Qualified Lead Optimization helps LinkedIn prioritize higher-quality leads using CRM data.<\/li>\n<li>\n<\/li><\/ul>\n<p>The post <a href=\"https:\/\/martech.org\/5-linkedin-ad-tactics-for-b2b-marketers\/\">5 LinkedIn ad tactics for B2B marketers<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>LinkedIn made some good moves last year that I\u2019ve seen pay off for our suite of B2B clients. Now that we\u2019re into 2026, with yearly marketing goals in focus, I\u2019ve got some recommendations based on our 2025 learnings for you to test and leverage in the coming months. Those include: Video. Thought Leader Ads. Personalized &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10872\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;5 LinkedIn ad tactics for B2B marketers&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"medium":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"medium_large":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"large":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"1536x1536":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"2048x2048":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"inspiro-loop":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/searchengineland.com\/wp-content\/seloads\/2025\/11\/semrush-one.webp",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10872","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10872"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10872\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}