Category: LinkedIn

LinkedIn Ads CPC Benchmarks: What I Budget vs Google
I know LinkedIn Ads has a reputation for being expensive, and at first glance, the data backs that up. Across the client accounts I analyzed, LinkedIn’s average CPC was $11.12, compared with $5.45 on Google Ads.

But that simple comparison misses the more useful story. When I compare the cost of reaching new, high-intent B2B buyers, the gap gets much smaller. Non-branded Google Search campaigns averaged a $12.48 CPC, while comparable LinkedIn prospecting campaigns averaged $13.94.

To understand how LinkedIn CPCs really compare with Google Ads across campaign types and industries, I reviewed more than $700,000 in LinkedIn ad spend and compared it with CPC data from the same accounts on Google Ads.

What I included in this analysis

I focused on CPC and performance data from clients that had active campaigns on both LinkedIn Ads and Google Ads over the past year.

The main questions I wanted to answer were straightforward: What CPCs are we actually seeing? Do CPCs change by ad objective and industry? And how do those costs compare with Google Ads?

For LinkedIn Ads, I analyzed more than $700,000 in spend across 63,000+ clicks and 8.1 million impressions.

The clients fell into two main business categories: B2B SaaS, which represented approximately 97% of spend, and professional services.

I looked at LinkedIn CPCs by ad set objective and business category. For Google Ads, I pulled CPC data from the same client accounts across branded search, non-branded search, Demand Gen, and display campaigns.

Client names are withheld. The date range for this analysis was May 2025 through May 2026.

LinkedIn looks more expensive, but the comparison needs context

LinkedIn’s blended average CPC across all objectives was $11.12. Google’s blended average CPC across all campaign types was $5.45. On the surface, LinkedIn costs about twice as much per click.

There is an important caveat. In Google Ads, a large share of those lower-cost clicks came from display campaigns, which averaged $0.89 per click, and branded search, which averaged $1.71 per click. Both are naturally less expensive because display generally reaches lower-intent audiences, while branded search captures people already looking for your company.

When I narrow the comparison to the cost of reaching new, high-intent audiences, the difference becomes much less dramatic.
- Google Ads non-branded search averaged a $12.48 CPC across the clients in this study.
- LinkedIn prospecting campaigns, excluding retargeting and using lead generation, website conversion, or website visit objectives, averaged a $13.94 CPC.
I used those LinkedIn objectives because they most closely represent high-intent direct-response campaigns, which makes the comparison with non-branded search more useful.

When I compare the cost of reaching a new audience, LinkedIn is still more expensive, but it is not twice as expensive. In practical terms, I am looking at roughly $12 CPCs on Google and $14 CPCs on LinkedIn.

LinkedIn CPCs change a lot by objective

One of the clearest findings in this data set is how widely LinkedIn CPCs vary by campaign objective.
- Website visits: $6.75
- Brand awareness: $8.34
- Website conversions: $4.84
- Engagement: $4.45
- Lead generation: $31.29
- Video views: $71.43
Lead generation campaigns, where LinkedIn lead gen forms capture contact information directly inside the platform, cost nearly five times more per click than website visit campaigns.

That higher CPC can still make sense because these campaigns often convert at much higher rates than ads that send people to a website or landing page.

Here is the full breakdown of CPCs by campaign objective:

The number that jumps out most is video views. CPCs for those campaigns look extremely high, but cost per view is the more relevant metric there, so CPC alone can be misleading.

If I were planning a LinkedIn campaign focused on click volume or site traffic, I would budget for CPCs in the $6-$8 range. For lead gen ads, which in my experience often produce stronger conversion rates and better lead quality, I would plan for $30+ CPCs.

LinkedIn CPCs also change by industry

The two business categories in this analysis showed noticeably different CPC profiles on LinkedIn.
- B2B SaaS: $11.02 average CPC on $681,000 in spend
- Professional services: $15.25 average CPC on $23,000 in spend
I would be careful not to overstate that comparison because the spend levels were very different. B2B SaaS had a much broader mix of campaign types, which likely affected the average CPC. The professional services campaigns also used very specific targeting, which may have pushed CPCs higher.

B2B SaaS CPCs by campaign objective:

Professional services CPCs by campaign objective:

One interesting twist is that lead gen CPCs in professional services were lower than website visit CPCs. Lead gen CPCs were also much lower for professional services than they were for B2B SaaS.

If I were budgeting for a professional services firm on LinkedIn, I would factor in $15-$20 CPCs. For B2B SaaS, I would plan for a wider range, roughly $7-$35, depending on the campaign objective.

How this compares with Google Ads

The pattern is fairly consistent across channels. Professional services had higher CPCs than B2B SaaS in this data set. Even when I compare only non-branded search between the two industries, the CPCs are closer, but professional services still comes out higher.

Here is the breakdown of Google CPCs by campaign type:

What I would budget for LinkedIn Ads

Your targeting will have a major impact on CPCs and budget needs, but I use this data as a practical planning framework.

Minimum viable budget: $3,000-$5,000 per month

Below this level, I would not expect enough traffic to drive meaningful lead volume or conversions. You may still be able to get started, but trend-spotting will be slow, and you will probably be limited to one or two campaigns.

Testing and learning: $5,000-$10,000 per month

At this level, I would expect enough budget to run two or three objectives, launch more campaigns, test creative and audiences, and generate more meaningful lead volume.

Scaling: $10,000+ per month

With this budget, I can run always-on brand awareness and thought leadership campaigns alongside lead gen and website visit campaigns. I can also support event registrations, test more advanced list-targeted campaigns, and use retargeting without starving direct-response efforts.

For B2B SaaS or professional services companies with an ACV above $20,000, I would rarely recommend starting LinkedIn with less than $5,000 per month. A single closed deal worth $30,000-$50,000 in ACV can justify meaningful investment, even at a $500+ CPL, as long as the pipeline quality is there.

The B2B channel mix I recommend

For most B2B clients, I do not see LinkedIn and Google as either-or channels. I use them for different jobs.

Use Google Ads and Microsoft Ads for intent capture

Non-branded search reaches buyers who are actively researching. Branded search and remarketing are lower-cost and essential. If someone is searching for your category keywords, I want your brand to be visible.

I also use Demand Gen and Performance Max where they make sense to fill gaps and support brand awareness.

Use LinkedIn Ads for audience-led demand generation

If the ideal customer profile is highly specific, such as VP-level decision-makers at mid-market SaaS companies, LinkedIn’s targeting is hard to replace. No other platform gives me the same ability to reach that kind of professional audience at scale.

Run both channels in parallel

The strongest setup is to run both channels together. Google captures existing demand. LinkedIn helps create new demand and keeps the brand visible to the exact buyers I want in the pipeline.

Why I still think LinkedIn is worth the higher CPCs

LinkedIn is more expensive than Google on a raw CPC basis. But when I compare the platforms more fairly, with both reaching cold, qualified B2B buyers, the gap narrows significantly.

Higher CPCs can still be worth paying if they put the brand in front of the right customers earlier in the decision-making process. Over time, that can be more valuable than relying only on high-intent keywords after buyers have already narrowed their list of options.

The best scenario is for the brand to become an active part of the buyer’s decision, shaping the narrative before competitors do it instead.

My take is simple: I use LinkedIn Ads to build intent and tell the story, and I use Google Ads and Microsoft Ads to capture intent. The right budget depends on targeting, but I want enough spend to generate at least 100 clicks per month. Anything less usually means spending money without giving the system enough data to learn from.

Inspired by this post on Search Engine Land.
July 3, 2026
Top 11 Common PPC Mistakes and How to Avoid Them

As I delve deeper into the world of ad platforms, it’s fascinating to see how algorithms are transforming the landscape—putting a spotlight on marketers and their expertise.

Managing ad accounts today is a whole new ball game compared to just a few years back. With automation taking center stage through tools like Meta’s Advantage+ and Google’s Performance Max, the skills needed for effective account management have evolved significantly.

Recently, I’ve conducted numerous B2B account audits, for companies both in-house and those transitioning from agencies. It’s striking how rare it is to find operators who truly grasp these systems.

Even with advanced technology at our fingertips, many proficient B2B marketers continue to make costly errors. Here are the frequent mistakes I’ve identified recently on LinkedIn and Google.

Mistakes Advertisers Are Still Making on LinkedIn

LinkedIn is indispensable for B2B outreach, yet some advertisers persist with avoidable blunders like these.

1. Ignoring Audience Targeting

Shockingly, I still see this rookie error. Ads end up targeting entry-level individuals, students, and irrelevant businesses instead of the intended audience.

2. Neglecting to Adjust Targeting Over Time

LinkedIn’s professional targeting can be excellent, but not infallible. It often lets unrelated roles and titles slip through, wasting budget on irrelevant audiences.

3. Over-relying on Automated Settings

This is more common than a mere oversight. Keeping options like audience expansion active leads to ads appearing in less relevant, low-quality spots.

4. Stagnating Creative Content

Veteran LinkedIn marketers know that LinkedIn’s ad structure complicates creative testing, emphasizing the need for creative refreshes and theme variations.
Dig deeper: 5 B2B LinkedIn Ads tests to run in 2026
Mistakes Advertisers Still Making on Google

Here are the top pitfalls I’ve discovered in Google Ads accounts recently.

5. Using Conversion Strategies Without Adequate Data

Ad accounts employing conversion-based strategies without any conversion data often mislead algorithms, targeting the cheapest and least effective actions.

6. Defaulting to Display and Search Partners

This blunder reallocates budget from high-intent searches to less effective, lower-quality placements, wasting resources.

7. Forgetting Sitelinks

Omitting sitelinks diminishes the potential to occupy more space in search results, reducing appeal to potential customers.

8. Ignoring Non-Converting Keywords

Failure to scrutinize and modify ads for non-converting keywords results in wasted investment.

9. Overusing Broad Match

Exclusively using broad match without employing phrase or exact match can lead to unnecessary expenditure.

10. Unrestricted PMax Utilization

While PMax for B2B has evolved, neglecting enhanced conversions and educational setup is a recipe for low-quality leads.

11. Discounting AI Max Testing

With Google constantly innovating ad serving and optimization through AI, early adoption can offer a competitive advantage.
Dig deeper: Top 10 Google Ads mistakes to avoid in 2026
Automation Still Needs Skilled Oversight

Critical gaps often occur post-data collection, where follow-up sequences and accurate data linking are necessary to optimize Return on Ad Spend (ROAS).

Focusing solely on past practices like granular negative keywords without adapting to newer automation capabilities highlights inefficiencies.

Mistakes might appear minor, but they signal deeper mismanagement when left unattended, stressing the need for skilled supervision even in an automated environment.

Remember, effective ad management still necessitates quality inputs, accurate measurement, and vigilant oversight.

Inspired by this post on Search Engine Land.

June 10, 2026
Harness LinkedIn for B2B AI Growth: 3 Proven Strategies
I’ve discovered that LinkedIn is more than just a networking platform—it’s a powerhouse for B2B discovery, especially with its growing influence on AI search results.

Recently, LinkedIn has emerged as a prime resource for how B2B buyers use AI to find products and services. By optimizing our LinkedIn profiles and content for AI search, I noticed a significant boost in our brand’s visibility.

Through my work with B2B clients, especially those in high-growth SaaS sectors, I’ve categorized our LinkedIn optimization into three main strategies:
- Optimize earned media.
- Feed LLMs strategic content.
- Invest in post-engagement that strengthens LLM signals.
Here’s my approach to each area and the results you can expect.

1. Optimize Earned Media: Websites and LinkedIn Pages

Keeping our website and LinkedIn pages up to date is crucial. These include our company page and profiles of high-profile employees, like thought leaders who contribute content. This optimization signals to LLMs that we are a credible source of information.

Google’s E-E-A-T principles are parallel to how LLMs evaluate our media. Content published by our brand’s reps can enhance our credibility when it’s well-optimized.

On Websites

Ensure the business address, contact details, and product descriptions on your site are accurate and comprehensive.

On LinkedIn Company Pages

Regularly update the “About” section and services you offer. Reflect industry specifics where applicable to align with LLM prompts.

Consider the profiles of executives and thought leaders as brand extensions. Their active engagement and representation of the company further reinforce our authenticity to LLMs.

2. Feed the LLMs Strategic Content

Long-form content, specifically between 800-1,200 words, has shown to be more beneficial for AEO mentions. On LinkedIn, users anticipate in-depth content in articles and newsletters, making them perfect vehicles for these insights.

While engagement through carousels and videos is valuable, well-crafted written content seems to be highly favored by LLMs.

3. Invest in Building Post Engagement

LinkedIn posts that attract significant engagement—at least 10 quality comments or 60 reactions—are highly regarded by LLMs due to the social proof they offer. This engagement level doesn’t necessarily require a large budget increase.

Boosting company posts and utilizing Thought Leader Ads (TLAs) and follower ads can further bolster engagement and brand reach. Engaging content on employee profiles, particularly those with fewer than 3,000 followers, is seen as more trustworthy.

Empowering employees and forming partnerships with industry experts can amplify your content reach and reinforce your brand authority.

AI Search is Expanding LinkedIn’s Influence in B2B

Every B2B marketer should prioritize AEO in their strategy. The influence of AI search continues to grow, and staying ahead with LinkedIn optimization is key to capturing new opportunities.

Inspired by this post on Search Engine Land.
May 14, 2026
LinkedIn Event Ads Now Expand Beyond the Platform: Engage Like Never Before
LinkedIn’s Off-Platform event ads now empower me to promote external events effectively in-feed, driving registrations directly to my site by May 6.

LinkedIn has unveiled Off-Platform Event Ads, providing me with a novel way to promote events without the need for a native LinkedIn Event Page.

What’s happening. This innovative format lets me craft Event Ads that link directly to external destinations. These can be webinar platforms, landing pages, or livestream sites, allowing me to guide traffic away from LinkedIn for a more tailored experience.

This transition signifies a move from experiences contained on a single platform to more adaptable, marketer-directed journeys.

How it works. I can now create an Event Ad using a third-party URL, add essential event details like date and format, and select objectives such as awareness, engagement, traffic, or lead generation.

Every click takes users directly to the external event page, while I can still track performance metrics with Campaign Manager.

Why we care. Previously, promoting events on LinkedIn often meant staying within platform-imposed limits, complicating the user experience and restricting control over registrations.

With Off-Platform Event Ads, I can leverage LinkedIn’s targeting features while retaining traffic, data, and conversions on my own platform, which simplifies scaling campaigns and preserving consistency for participants.

What to watch:
- Whether these ads result in higher registration rates compared to native Event Pages
- How I can balance LinkedIn’s precise targeting with off-platform conversion tracking
- Possibilities of LinkedIn extending similar versatility to other ad formats
Availability. Off-Platform Event Ads are being gradually introduced globally and should be available to all marketers, like myself, by May 6.

Bottom line. By allowing Event Ads to target off-platform destinations, LinkedIn provides an opportunity to elevate event promotion without the need to operate solely within its ecosystem, which is a game-changer for my marketing strategies.

Inspired by this post on Search Engine Land.
April 28, 2026
Maximize Hiring Efficiency: Lower Costs with LinkedIn Campaigns
Attracting the perfect candidates without breaking the bank is my goal when using LinkedIn recruitment campaigns. By leveraging intent signals, pre-qualification, and funnel segmentation, I can ensure that every dollar spent is worth it, engaging only those truly interested in a career change.

I’ve discovered that LinkedIn stands as one of the most robust platforms for recruiting top-tier talent. However, without properly structured campaigns, it’s all too easy to see budgets drained with little return.

Too often, recruitment strategies focus more on visibility than on targeting intent. Simply increasing impressions doesn’t necessarily lead to quality hires. Broad targeting often swamps me with unqualified applicants, hiking up my cost-per-hire and dragging out recruitment timelines.

By focusing on attracting and converting high-intent candidates, while naturally filtering out those who aren’t a fit, I’ve streamlined my recruitment process. Here’s how I achieve this efficiency.

Shifting Strategy: Prioritize Intent over Reach

I’ve learned that targeting solely based on job titles, industries, and experience can result in high volumes without efficiency. Successful campaigns that I’ve run focus on intent-based targeting, which helps me reach candidates more likely to consider my opportunity.

My approach is multi-layered:
- Core fit: Job titles, skills, and certifications.
- Behavioral signals: Open-to-work status, group memberships, and industry content engagement.
- Career friction indicators: Roles prone to burnout, companies undergoing layoffs, and environments with limited growth.
These layers allow me to go beyond just “who they are” to “why they might want change,” which drives impactful performance gains.

Pre-qualify Candidates with Strategic Ad Creative

Crafting my ad creative isn’t solely about grabbing attention; it’s also about effective audience filtering. One of the smartest ways I’ve reduced cost-per-hire is by deterring unqualified candidates from clicking my ads initially.

My effective recruitment ads follow this structure:
- Identify pain points or specific identities: “Burned out from long shifts in healthcare?”
- Define target undertaking: “Seeking licensed RNs with 3+ years of experience.”
- Showcase meaningful value: Flexibility, compensation, career growth, or mission.
- Set clear expectations: “Not an entry-level position” or “Requires enterprise account management.”
This approach of combining attraction and exclusion maximizes likelihood that clicks convert into genuine applications.

Segment Campaigns According to Candidate Intent

Effective LinkedIn strategies don’t rely on a single campaign. Instead, I segment based on candidate intent to better tailor my outreach approach.

High-intent (bottom funnel)

This segment targets active job seekers, offering high conversion potential.
- Target: Open-to-work users, recent job seekers, retargeting audiences.
- Messaging: Direct response (“Apply now”).
- Outcome: Highest conversion and lowest cost-per-hire.
Warm passive talent (mid funnel)

These candidates aren’t actively seeking jobs but are open to possibilities.
- Target: Skills, competitor companies, niche groups.
- Messaging: Career upgrades, lifestyle improvements, growth opportunities.
- Outcome: Builds a scalable pipeline of qualified candidates.
Cold passive talent (top funnel)

These are potential candidates developing long-term interest, to eventually progress in the recruitment funnel.
- Target: Broader audiences and lookalikes.
- Messaging: Employer brand, company culture, “day in the life.”
- Outcome: Reduces future acquisition costs by fostering a talent pool.
Cost Control Through Smart Bidding and Optimization

I’ve seen how LinkedIn’s platform can quickly turn costly. Starting with manual CPC bidding gives me control, allowing flexibility to test automated options as performance metrics stabilize.

Focusing on critical metrics such as qualified applications, rather than just clicks, refines my strategy. Tracking interview and hire rates further informs optimizations.

I remain agile in making decisions—high click-through rates with low applications hint at poor alignment, while high applications but low interviews suggest inadequate pre-qualification.

Efficiency is achieved by curbing wasted expenditure sooner, conserving budget and ensuring audience precision.

Improve Engagement with a Simplified Application Process

Avoid passing candidates directly to lengthy application forms. Instead, I use a two-step funnel:
- Pre-qualification landing page:
  - Role overview and expectations.
  - Clear compensation details.
  - Criteria for applicant suitability.
- Application:
  - Short application form or LinkedIn Easy Apply.
This structure aligns expectations and screens candidates, often reducing cost-per-hire by 30-50%.

Retargeting: Re-engage Interested Candidates

Not every prospective candidate will apply right away. Using retargeting, I can re-capture the interest of high-intent users who’ve previously interacted with my material.
- Career page visitors.
- Ad viewers.
- 50%+ video engagement viewers.
Follow up these interactions with messaging like:
- “Still considering a new role?”
- “Last chance to apply”
- Employee success stories.
I’ve found retargeting to be one of the most cost-efficient tactics in my recruitment strategy.

Advanced Strategies for Better ROI

After mastering the basics, I applied these advanced tactics to push performance further:
- Competitor targeting: Engaging employees from competing companies by highlighting my offering’s strengths.
- Skill-based segmentation: Differentiating campaigns by specific skills to lower ad costs.
- Targeted Message Ads: Particularly for specialized or senior roles, with refined targeting. Understanding that broad targeting can lead to high costs.
Here’s how I crafted a successful LinkedIn InMail approach, which significantly boosted high-intent applications:
Hi [First Name],

This might be a stretch — but your background in HVAC sales caught my eye.

We’re looking for seasoned sales reps eager for stable commissions and predictable schedules.

Ideal candidates will have:
- 3+ years in HVAC/home services sales
- In-home consultation experience
- A desire for stable, high earning potential
Unique perks include:
- Weekends free
- Pre-qualified leads (no cold calls)
- Consistent six-figure potential
Note that this isn’t suited for newcomers to sales or entry-level reps.

If a brief conversation interests you, let’s connect.

If not, thanks for considering.

— [Name]
Clearly stating the requirement for “experienced sales reps” ensures relevancy, enhancing response rates and minimizing inappropriate responses.

Highlighting candidate benefits like no weekend work aligns with the audience’s priorities, making my pitch more appealing.

Ending with a reminder that the role isn’t entry-level helps avoid wasted discussions, further curtailing cost-per-hire.

Intent Overpowers Reach in LinkedIn Recruitment

The most effective LinkedIn recruitment campaigns I’ve crafted stem from sharp, strategic decisions.

Focusing on intent-based targeting, pre-quals through ad creatives, funnel segmentation, and conversion optimization shapes a recruiting method that consistently draws the right individuals and minimizes frivolous spending.

In the end, reducing cost-per-hire is about timely engagement with the right people through a tailored message.

Inspired by this post on Search Engine Land.
April 1, 2026
How I Achieved Sub-$10 CPL with LinkedIn Ads on a Budget

Have you ever wondered if it’s possible to run effective LinkedIn Ads without breaking the bank? I’m here to tell you it absolutely is, and I’ve got the playbook to prove it. By focusing on content depth, timing, and precise targeting, I managed to lower CPCs and improve lead quality in our LinkedIn campaigns.

LinkedIn Ads often deliver top-notch B2B leads but have a reputation for being costly in both CPC and CPL terms. So, I embarked on an experiment to see if a high-value, audience-specific content piece could achieve low-cost leads on LinkedIn.

Though our agency primarily runs LinkedIn Ads for clients, I decided to test this theory on Saltbox Solutions itself, where I serve as the Director of Strategy. I wanted full control to see just how big of an impact we could achieve.

We spent under $1,000 and generated a wealth of leads at less than $10 CPL. For those with limited budgets, LinkedIn Ads might not be as out of reach as you think—it just requires a well-thought-out strategy.

Want to know how I did it? I’ll break down every detail, from the setup to execution, so you can replicate it regardless of your budget.

The campaign targeted B2B marketing decision-makers by offering a 23-page Demand Gen Playbook for 2026. The timing was key, as it aligned with the planning cycle for many marketing leaders.

I chose a document ad format with a lead generation objective, allowing audiences to preview content before downloading. The form had minimal friction thanks to LinkedIn’s autofill options.

With a $600 lifetime budget and a $15 manual bid strategy, we focused on optimizing our spend efficiently.

Our audience research was rigorous. I aimed to understand the true needs and concerns of B2B marketing leads by mining client interactions and using tools like SparkToro to identify engagement patterns.

This meticulous research resulted in an asset that truly resonated with the audience, achieving a stellar 76% lead form completion rate.

The targeting strategy was layered, combining job titles and company roles to address a 54,000-person audience, efficiently refining the reach of our ads.

Ad copy was crafted with an inviting tone, leaning on hooks like “Steal our best demand gen ideas” to captivate and engage.

The result? An average CPC of $5.41—shattering expectations given our $15 bid ceiling. The campaign not only surpassed LinkedIn’s typical CTR benchmarks but also generated 60 qualified leads.

This test validated a model that I plan to relaunch, incorporating feedback from initial downloaders to further fine-tune the playbook.

If you want results like mine, start with audience research before creating your asset. Build meaningful, timely, and well-targeted content to see better ROI from your LinkedIn Ads.

Inspired by this post on Search Engine Land.

March 26, 2026
LinkedIn’s LLM-Powered Algorithm: Transforming Your Feed Experience
When I think about how often I scroll through LinkedIn, I’m excited to share that the platform is launching a cutting-edge AI-powered feed ranking system. It’s designed to analyze what we post, read, and engage with, thanks to large language models and advanced GPUs. This innovation aims to provide more personalized content updates for its vast user base of 1.3 billion.
Why this matters to me. Understanding LinkedIn’s content surfacing process can be a game-changer for anyone wanting their posts—or their brand’s—to gain visibility. The focus is on what’s relevant and engaging within our network. As LinkedIn Tweaked their system, posts that show expertise and contribute to trending professional topics have a better chance to go viral, regardless of our existing connections.
What’s under the hood. LinkedIn has revamped its feed recommendation mechanism using large language models and sophisticated transformer models, all powered by GPU infrastructure. The overhaul targets two key functions: the retrieval and ranking of relevant posts in our feeds.
Unified retrieval system. One of the most intriguing aspects for me is how LinkedIn has consolidated its discovery processes into a single model powered by LLMs (large language models). Previously, posts could come from various sources such as network activity and trending topics. Now, LinkedIn uses LLM-generated embeddings to interpret post content and align it with our professional interests.
For instance, by engaging with posts about small modular reactors, I might see content linked to renewable energy or other related fields, even if they use different terminology.
Ranked by your interests. Once posts are retrieved, LinkedIn ranks them utilizing a transformer-based sequential model. Instead of looking at posts individually, the model examines patterns in my past interactions, including likes, comments, and the time I spent viewing content.
This helps LinkedIn adapt to my evolving professional interests and recommend content that aligns with these shifts.
System performance and architecture. Powered by a GPU infrastructure that processes millions of posts, this system keeps our feeds fresh.
LinkedIn reports that this system can refresh content embeddings in mere minutes and retrieve suitable candidates in under 50 milliseconds.
Enhancing feed quality and authenticity. LinkedIn has also announced updates aimed at boosting content quality:
- Addressing automated engagement. They’ve started cracking down on tools that automate comments or use engagement pods to fake discussions. LinkedIn clarifies these violate platform policies and devalue genuine interactions.
- Cutting down on engagement bait and generic content. The platform will deprioritize content designed solely to provoke comments or clicks—such as posts begging for comments to inflate reach, irrelevant video-text pairings, and regurgitated thought-leadership content.
- Helping newcomers customize their feeds faster. New users can now utilize the “Interest Picker” during signup to select topics of interest, whether it be leadership, career growth, or job-seeking skills, ensuring relevance from day one.
Inspired by this post on Search Engine Land.
March 16, 2026
Transform B2B Success: Top LinkedIn Ads Tests for 2026
Short-form video, Thought Leader Ads, personalized creative, and Qualified Lead Optimization are showing promise. Here’s how I plan to test them.

LinkedIn made some noteworthy moves last year with significant payoffs for our B2B clients. As we embrace 2026 and zero in on our yearly marketing goals, I’ve gathered some exciting insights from 2025 to help you maximize your strategies. Let’s dive into the top tests to run, including:
- Video.
- Thought Leader Ads.
- Personalized creative.
- Qualified Lead Optimization.
- Ads duplication.
Let’s explore each of these tests and the potential benefits they offer.

LinkedIn video is a must

Even though Meta and TikTok are more suited for videos, LinkedIn hasn’t shied away from the wave — especially with short-form videos (7-15 seconds). Crafting the right content is crucial for your marketing strategy. Here’s how you can leverage video effectively:

Consider new placements like First Impression Ads. Compare the performance of video ads in the feed against other ads to gauge impact and engagement.

The usual tips apply:
- Avoid just repurposing videos from others. LinkedIn users interact differently — focus on content addressing professional challenges, testimonials, or tutorials.
- Have a follow-up plan for users engaging with your video, as one video isn’t usually enough to convert immediately.
- Define a strategy to measure video engagement value, from views to actions like “Comment X for the full guide.”
Dig deeper: LinkedIn study reveals how B2B video ads can gain +129% engagement lift

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People respond to people, so try Thought Leader Ads

Engaging potential B2B clients can often be challenging, especially through a corporate lens. Thought Leader Ads (TLAs), which allow companies to boost employee content, have been around. Since I tested them rigorously in 2025, I’ve noticed they garner significantly higher engagement compared to typical business profile ads.

TLAs also afford creativity. Humorous posts, for instance, feel more authentic when shared from a personal profile.

As with all boosted content, selective investment is key. If a post organically gains traction and aligns with your business goals, it’s a prime TLA candidate.

Caveats to consider:
- Ensure employees whose content you boost have your brand prominent on their profiles. Activate creator mode so users can follow them, adding value to future content.
- Per LinkedIn, repurposing content published less than 30 days ago works best. My experiences confirm this.
Dig deeper: LinkedIn Ads retargeting: How to reach prospects at every funnel stage

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Personalize your creative

In late 2025, I experimented with personalized LinkedIn ads across various regions and campaigns. Globally, I witnessed a >20% improvement in cost per lead, paired with better CTR and lower CPC. U.S. campaigns were remarkable, showing a 33% drop in CPLs.

According to my LinkedIn contacts, European users value privacy more than their U.S. counterparts, explaining why personalization resonated better stateside. Yet, even U.S. campaigns showed fatigue with personalized ads after a month.

Combining personalized and non-personalized ads in one campaign decreased the frequency of personalized ads and facilitated side-by-side performance comparisons.

Dig deeper: LinkedIn’s new playbook taps creators as the future of B2B marketing

Test Qualified Lead Optimization

Having experience with Conversions API (CAPI) and enhanced conversions in Meta and Google, the concept of Qualified Lead Optimization is familiar. LinkedIn’s take lets you merge your first-party data with its algorithm to target high-quality users more effectively.

Though not as adept as Meta and Google yet, I’ve noted an increase in qualified leads through LinkedIn.

Here’s how to test it:
- Use LinkedIn’s CAPI to sync CRM data and define what constitutes a qualified lead.
- Set up a CAPI conversion event for qualified leads and ensure data flow to Campaign Manager.
Use the new ads duplication feature

This tactical feature has saved me time across accounts, making it an essential tool. In March 2025, LinkedIn improved Campaign Manager with a feature for duplicating ads across campaigns and accounts, expediting our campaign launches — a win with no downsides.

One more LinkedIn ad format to watch

I’m still evaluating LinkedIn’s new CTV capability. It offers potential for testing brand messages and positioning through targeted niche audiences before committing to broader campaigns.

LinkedIn introduced substantial updates last year, prompting us to boost client budgets there. Setting clear platform expectations and having a robust evaluation framework will maximize LinkedIn’s value.

Armed with these strategies and a deep understanding of your ideal customer profile (ICP), LinkedIn could serve as a surprising source of growth in the coming months.

Inspired by this post on Search Engine Land.
March 11, 2026
Unlocking LinkedIn’s Dominance in AI Search Queries

In the past three months, I’ve noticed LinkedIn emerging as a key authority in AI-driven discovery. It’s fascinating to see how rapidly it’s progressed, skyrocketing from outside the top 20 to claim the top spot as the most-cited source for professional queries on AI platforms like ChatGPT.

This shift occurred between November 2025 and February 2026, a time of remarkable growth for LinkedIn. For me, these stats underline the platform’s potential for both companies and individuals eager to enhance their influence in the AI sector.

Inspired by this post on Try Profound Blog.

March 9, 2026
Master B2B Sales with Strategic Video on Day 1
Starting out in the B2B market, I quickly realized the power of making an impact right at the beginning of a buying decision. It’s surprising to learn that 86% of buyers have already picked their preferred vendors on Day 1. In this article, I’ll share how a strategic video approach can connect with buying groups and drive demand.

There’s a common misconception in B2B marketing: video is often seen merely as a tool for brand awareness. Many believe it either serves as a ‘viral’ content piece that gets views but no leads, or as a tedious demo that attracts leads but no engagement.

However, this black-and-white approach can actually harm your sales pipeline.

Being a part of LinkedIn, I have a unique perspective on the B2B buying ecosystem. The data clearly indicates that the most successful companies don’t confine video to one part of the sales funnel. Instead, they use it like a leverage for growth.

By integrating video across the entire buying journey, linking brand with demand, companies see a noticeable increase in lead generation—up to 1.4 times more leads.

Let’s delve into the framework that backs this success, guided by fresh insights into B2B buying behaviors.

The reality: The ‘first impression rose’

Many marketers underestimate how soon they need to influence a deal.

At LinkedIn’s B2B Institute, we refer to this critical window as the “first impression rose.” Much like in “The Bachelor,” not getting noticed early reduces your chances of winning at all.

Research by LinkedIn and Bain & Company shows that 86% of buyers’ decisions are practically made on Day 1, and 81% will eventually buy from the vendors on their initial list.

If your video strategy shows up only when buyers are actively looking, you’re left fighting for the remaining 19% who aren’t already committed. To truly compete, you need to be at the top of the list even before a request for proposal (RFP) is crafted.

This is where a three-play strategy becomes crucial.

Play 1: Reach and prime the ‘hidden’ buying committee

The goal: Reach the people who can say ‘no’

Many video strategies focus on the “champion” or the user, but often, they aren’t the decision-makers.

Picture this: After investing time in wooing the VP of Marketing, you find them enthusiastic about your solution and ready to proceed. But at the procurement meeting, the CFO questions, “Who is this company?” Due to a lack of recognition with those controlling the budget, you face unexpected hurdles.

Data shows you are over 20 times more likely to be chosen if the entire buying group is aware of you on Day 1.

The strategic shift: Cut-through creative

To capture this broader audience, mere visibility isn’t enough; you need to stand out. Reach and recall go hand in hand.

LinkedIn data highlights what makes content “cut-through creative”:
1. Be bold: Utilize bold, vibrant colors in video ads to boost engagement by 15%.
2. Be process-oriented: Simplify messaging into clear steps to enhance viewer retention by 13%.
3. The “Goldilocks” length: Videos running for 7-15 seconds hit the sweet spot for brand lift—outperforming both ultra-short and long-form ads.
4. The “Silent Movie” rule: Craft visuals that communicate without sound since 79% of LinkedIn users scroll soundlessly. If your video leans on spoken content initially, you’ve missed engaging 80% of your audience. Implement visual hooks and captions for instant engagement.
Dig deeper: 5 tips to make your B2B content more human

Play 2: Educate and nudge by selling ‘buyability’

The goal: Mitigate personal and professional risk

This is the stage where many B2B efforts fall short. Most content pushes capability—features and specs—while true buyability is often neglected.

Buyers are weighing personal and career risks when drawing up their list of vendors.

Our joint research with Bain & Company uncovered that buyers prioritize emotional assurance, with only two out of five primary considerations being centered around product capability.

The top priority (34%) was ensuring confidence in defending their decision if things went awry.

The strategic shift: Market the safety net

Video content should be more than a list of features; it should act as a safety net. What can this look like in practice?

Momentum is safety (the “buzz” effect)

Buyers gravitate toward leaders. By building a buzz, brands can increase leads by 10%.

You can generate buzz via cultural references, which increase engagement by 41% and even more significantly with memes, boosting it by 111%. This approach shows you’re in tune, relatable, and part of the conversation.

Authority builds trust (the “expert” effect)

If momentum draws them in, then expertise builds lasting trust. The presentation of that expertise is crucial.

Utilize video ads with executive experts for a 53% boost in engagement, and capture them on stage at conferences to increase this by 70%.

The implication of authority communicates a powerful message—”This person is insightful enough to be worth listening to.”

Consistency is credibility

Constant engagement, rather than sporadic bursts, is key. Maintaining an always-on campaign enhances conversions by 10% compared to brands that pause and restart their efforts. Trust is cumulative.

Dig deeper: The future of B2B authority building in the AI search era

Play 3: Convert and capture by removing friction

The goal: Stop convincing, start helping

At this juncture, the potential buyer is familiar with and trusts your company.

Instead of hard selling, focus on easing the transition into the next step of the customer journey.

Buyers typically face three main areas of concern:
1. Execution risk: Will it deliver results?
2. Decision risk: Am I making the right choice?
3. Effort risk: How challenging will implementation be?
Here’s where recommendations, relationships, and relatability come into play, helping to secure the deal.

The strategic shift: Answer the anxiety

Your content must directly alleviate these concerns.

Scale social proof – kill execution risk

90% of buyers rely on social proof, but don’t settle for showcasing logos alone.

Utilize video to highlight peers; seeing someone in a similar role experiencing success reduces decision risk.

Activate your employees – kill decision risk

Individuals trust people more than brands. Tech startups have succeeded by engaging their employees, personalizing the brand.

Our LinkedIn data highlights a startling fact: Regular posts from just 3% of employees can boost lead generation by 20%.

Let potential clients see the real people ready to assist when needed.

The conversion combo – kill effort risk

Avoid bland “Learn More” prompts.

Combining video ads with immediate lead gen forms triples open rates. The video elaborates, while the form captures intent on the spot.
1. Short sales cycle (under 30 days): Use video and forms for a swift engagement.
2. Long sales cycle: Retarget video viewers with thoughtful ads from industry leaders, encouraging dialogue over transactions.
Dig deeper: LinkedIn’s new playbook taps creators as the future of B2B marketing

It’s a flywheel, not a funnel

If this strategy is indeed effective, why isn’t everybody using it? Often, the barrier isn’t resources but organizational constraints.

In many firms, the ‘brand’ and ‘demand’ teams operate independently.
1. Brand teams manage the initial encounters (Play 1).
2. Demand teams focus on closing (Play 3).
They frequently vie for budget, sharing little to no creative collaboration.

This lack of integration stifles growth potential.

By merging these functions into one cohesive strategy, we’re seeing a shift in outcomes.

An integrated approach yields 1.4 times more leads than when branding and demand efforts are siloed.

It builds a continuous cycle where:
1. Broad reach (Play 1) creates pools for retargeting.
2. Engaging content (Play 2) primes these audiences, improving click-through rates.
3. Conversion offers (Play 3) harness demand from informed buyers, reducing costs per lead.
Balancing memory building with action-driven tactics ensures brands make it onto the sought-after ‘Day 1’ list.

Those on that list secure their path to revenue success.

Inspired by this post on Search Engine Land.
February 6, 2026