LinkedIn advertising
that drives qualified leads
Drive B2B growth with targeted LinkedIn ads
We plan and deliver compelling LinkedIn paid advertising campaigns that capture and engage B2B audiences.
With 30+ years of experience and a data-driven approach, we test every campaign and let the numbers guide what stays and what changes, managing your campaigns all the way from auditing, planning and strategy right through to delivery and reporting.
LinkedIn is the leading B2B advertising platform. As the top choice for professional networking, LinkedIn is the ideal platform to reach a B2B audience, giving you the ability to target millions of key decision-makers and industry leaders. With a wide range of targeting options, LinkedIn ads ensure your products and services are displayed to the right audience to achieve your marketing goals.
Our LinkedIn advertising services help businesses reach the decision-makers who are most likely to buy. Whether you’re looking to generate quality leads, build brand awareness or drive meaningful engagement, we craft LinkedIn advertising campaigns that deliver measurable ROI.
What is LinkedIn advertising?
LinkedIn advertising is the paid promotion of products, services or content on the LinkedIn platform.
Primarily aimed at B2B audiences, LinkedIn advertising allows businesses to display ads to professionals through precise targeting based on professional attributes. Advertisers can build audiences based on a range of targeting parameters such as job title, job function, company size, industry and experience.
The key components and advertising formats on LinkedIn include:
- LinkedIn Campaign Manager: LinkedIn's ad management platform. Use it to create, monitor and analyse campaign performance.
- Sponsored Content: Promoted posts appearing in users’ LinkedIn feeds.
- Text Ads: Simple, clickable ads appearing in the sidebar on the desktop interface.
- Sponsored Messaging Ads (InMail): Direct messages sent to a LinkedIn user’s inbox
- Dynamic Ads: Personalised ads displayed to each LinkedIn user, which may include their name.
Building your B2B LinkedIn advertising strategy
Building a B2B LinkedIn advertising strategy starts with selecting the right campaign objective for your marketing goals.
Our paid social experts will work with you to do exactly that. Your key focus may be a single campaign objective, or you may wish to target your audience at different stages of the customer journey to meet different business goals.
LinkedIn advertising objectives are structured around the marketing funnel, with objectives available for brand awareness, consideration and conversion.
Brand awareness
The brand awareness objective is best used when you want to maximise reach and impressions, to build brand familiarity or generate awareness of a product or service.
At Red C, we pride ourselves on being an extension of your team, providing clear requirements that respect your technical and budgetary limitations.
Consideration
The consideration objective is best used when you want users to learn more about your business. It has three sub-objectives:
- Website visits: Drives traffic to landing pages or websites.
- Engagement: Increases interactions such as likes, comments, shares, and follower ads.
- Video Views: Promotes video content to increase engagement.
Conversion
The conversion objective is best used to focus on bottom-of-the-funnel actions, with three sub-objectives:
- Lead generation: Uses lead forms within the platform to capture user data.
- Website conversions: Drives specific actions on your website, such as sign-ups or content downloads.
- Job applicants: Promotes job openings at your company.
Our LinkedIn advertising services
Our LinkedIn advertising services cover everything from strategy to reporting. We manage ad account audits, campaign planning, creative production, campaign build and setup, ongoing optimisation and end-of-campaign reporting, all with the key aim of generating the best results and ROI from your campaigns.
LinkedIn ad account audit
We audit your LinkedIn account’s historical data (including audience targeting and creative performance) to inform campaign objectives and our recommended strategy.
Competitor audit and analysis
We conduct a competitor audit and analysis to identify market opportunities, understand the competitive landscape and refine the LinkedIn advertising strategy.
LinkedIn strategy and planning
We build a bespoke LinkedIn advertising strategy based on your audience, goals and funnel. This covers objectives such as lead generation, brand awareness, or account-based marketing (targeting a specific list of named companies or contacts). At this stage, we outline KPIs we will measure performance against and A/B testing strategies.
Tracking and measurement
We’ll support you in implementing the LinkedIn Insight Tag to ensure conversion tracking and full visibility of advertising ROI.
Ad creative and copy
We create or brief the relevant assets for your campaigns. Our creative and copywriting teams craft eye-catching, engaging visuals and ad copy that resonates with your audience.
Campaign build and setup
Once audiences, tracking, creatives and copy are ready, we build the campaigns and ads ahead of the campaign launch, keeping you informed and involved throughout the process.
Ad management and optimisation
Once your campaigns are live, our team consistently monitors and analyses performance. We continuously optimise the campaign to enhance engagement, improve cost efficiency and increase conversion rates.
Linkedin ads reporting
Once the campaign is complete, our team of paid social experts produces a detailed end-of-campaign report. The report highlights performance against targets and includes actionable insights and recommendations for future campaigns.
Driving real results with Linkedin Ads
How we partner with you
You’ll have a named contact who knows your account and works as part of your team, implementing LinkedIn ad strategies that deliver.
Our reporting and communication on campaign performance are tailored to your requirements. Whether you prefer a weekly call, a fortnightly check-in, or a monthly in-depth review with detailed analysis and actionable recommendations, we’ll work to the rhythm that suits you.
Need different paid social media specialist support?
Our approach is built on a clear understanding of your audience: identifying what catches their attention as they scroll through their feeds, how they engage with your creative messaging, and what prompts them to take action. We operate as a plain-speaking extension of your team, ensuring that every campaign across platforms like Facebook, Instagram, and LinkedIn is directly aligned with your goals.
Got a question about Linkedin advertising?
How does paid social media advertising work?
Paid social media advertising firstly requires a defined target audience, so you can ensure your ads reach the correct target audience, to ensure relevancy and effective budget spend.
For B2B paid advertising, often on LinkedIn ads, criteria such as job titles, job functions and specific companies can be targeted, to deliver ads to those who may be interested in your product or service.
For B2C paid advertising, often for Facebook ads and Instagram ads, criteria such as interests or behaviours can be selected to target, such as targeting those who have shown an active interest in a particular topic or page.
From here, a budget and time period for the advertising campaign can be set, and ads to be displayed to the audience can be built.
Paid advertising platforms offer ongoing analytics and reporting, where you can monitor spend and performance, using these insights, campaigns can be optimised by refining targeting, or adjusting ad creatives or copy accordingly.
What is the cost of advertising on social media?
The cost of social media advertising varies by platform but is influenced by budgets and audiences. Cost per click varies by industry, with some, particularly those that are more competitive, resulting in a higher cost per click.
Starting with paid social advertising, you may choose to test with a smaller budget and scale up once you have some performance data and insights to use as a benchmark.
In addition, factors such as the target audience and industry benchmarks should be considered.
Platforms such as LinkedIn and Meta will often display an estimated number of impressions and clicks, so you have a forecasted range on what your campaign may generate, along with insight on how much you could expect to pay for a click, after inputting your budget and defined audience.
With manual bidding strategies or cost cap options, you can set your desired cost per click to prioritise cost-efficiency. This is particularly useful for Lead Generation campaigns in competitive industries to effectively control costs.
What is the difference between paid and organic social media advertising?
Paid advertising uses an outlined budget on a social media platform such as LinkedIn to promote content to a wider audience, with specified targeting criteria to ensure ad spend is efficiently used, promoting content to your specified audience.
Promoted content should be tailored specifically for the target audience, with an outlined objective, this could be to drive more website visits or generate more leads.
Organic social media advertising utilises social media platforms to promote content to followers at no cost. Posts will primarily reach your followers and will rely on algorithms or “viral” content to extend your reach to new people. Organic social is more focused on building community and growing a following by building trust and brand personality, over immediate sales and action.
Businesses simultaneously utilise both organic social media advertising and paid social media advertising in the digital marketing mix.
Using both channels in combination allows focus on organic growth, by growing followers and trust through sharing informative, engaging and educational content, alongside focusing on immediate goals with paid social advertising, such as boosting awareness or sales.