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B2B LinkedIn Advertising Playbook
Campaign Types
| Type | Best For | Typical CPL |
|---|---|---|
| Sponsored Content | Awareness + Consideration | $50-150 |
| Message Ads | Direct response | $30-80 |
| Lead Gen Forms | Lead capture | $40-120 |
| Conversation Ads | Multi-step engagement | $40-100 |
Targeting Strategy
Firmographic Targeting
- Company size
- Industry
- Company name (ABM)
- Geography
Professional Targeting
- Job title / Job function
- Seniority
- Skills
- Groups
Best Practices
- Audience size: 50,000-500,000 for most campaigns
- Layer no more than 3 targeting criteria
- Use audience expansion cautiously
Creative Best Practices
Sponsored Content
- Image: 1200x627px
- Headline: Under 70 characters
- Description: Under 100 characters
- CTA: Clear and specific
Lead Gen Forms
- Max 3-4 fields (more fields = lower completion)
- Pre-filled fields perform best
- Include a thank you message with next step
- Offer value: whitepaper, demo, consultation
Budget Guidelines
- Minimum daily budget: $50/campaign
- Recommended test budget: $3,000-5,000 per campaign per month
- Allow 2-4 weeks for optimisation before judging results