At over 875 million members strong, LinkedIn is one of the most powerful platforms for targeted B2B networking and marketing – if you take advantage of it. The bottom line is that, if all you do on LinkedIn is post company and/or solution updates and build your network, you’re still swimming in the kiddy pool. There’s a whole deep end of the pool you’ve yet to explore – and it could transform the way you view the social media platform. Read on to learn more about what’s in the deep end: LinkedIn campaigns.


Let’s start at the beginning: what are LinkedIn campaigns? LinkedIn campaigns are a paid ad strategy designed to engage a community of relevant B2B professionals and drive actions toward your business. Common goals of LinkedIn campaigns can include brand awareness, lead generation, retargeting, driving website traffic, and more.

Using LinkedIn Campaign Manager, you can target your ideal audience by title, industry, location, and more. Investing in LinkedIn ads can be a valuable decision for your business.

Because of LinkedIn’s worldwide credibility and reputation for connecting the business world like never before, those who advertise on LinkedIn can effectively reach their audience in a way other ad platforms cannot guarantee, and they’re able to build company credibility. In fact, LinkedIn Research shows that, after a brand’s ads are seen on the LinkedIn platform:

  • 50% of respondents view the brand as higher quality
  • 92% say it appears more professional
  • 74% say it is more intelligent
  • 59% say it is more respectable

In addition, LinkedIn has found that these positive views on a company brand have measurable value and have proven a 10-15% lift in short-term sales performance.

Getting Started

That being said, sometimes getting started with LinkedIn campaigns can be overwhelming – especially for a small team. At first glance, there seems to be a lot to do, including audience targeting, ad set-up and execution, and campaign management. Instead of plunging all the way to the bottom of the deep end, take a moment to doggy paddle: step by step.

Step 1 – Identify your audience. Who are you targeting with your campaign? You can use LinkedIn segmentation tools to do this. Or you can upload a list of companies you want to target as a starting point or if your list is big enough, you can market to just that list.

Step 2 – Determine your campaign goals. Is it brand awareness? Lead generation? Retargeting? Choose the best option for your campaign, and create your ad based off that.

Step 3 – Set it up! After your ads are created and your copy Is ready, set up your campaign within LinkedIn Campaign Manager.

Step 4 – Keep on swimming! LinkedIn campaigns are not designed to set-it-and-forget-it. They require constant upkeep and review to ensure they’re bringing optimal clicks and conversions. Set a schedule – ideally weekly – to check on your campaigns and update as needed.

Keep in mind that this is not something you can do for only one month. To gain traction, you need to commit to doing this for at least 3 months, but the longer the better. As we said, you will need to manage this on a weekly basis to ensure it’s success and to make any necessary changes along the way.

And there you have it! You’re ready to swim in the deep end. Good luck!


If you’re ready to take the next step of making LinkedIn work for you, but aren’t sure where to start or would like a helping hand on your journey, we’re here for you. The Partner Marketing Group offers a LinkedIn Readiness Assessment package, where we’ll help you assess your LinkedIn presence and provide feedback on what you can do to be successful. Want to dive into the deep end? We also offer a comprehensive 4-step campaign program to help you get started with LinkedIn campaigns.

When you’re ready, visit  or email to start the conversation.



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