Playbook
LinkedIn advertising
Learn how to reach decision-makers on LinkedIn efficiently with the right campaign types, audience targeting, and creative formats for B2B.
Introduction
Most B2B companies start with LinkedIn ads because that's where their buyers are. The problem is that LinkedIn is also one of the most expensive ad platforms, and without a structured approach to targeting and creative, you burn through budget fast while convincing yourself it's "brand building." In the channel hierarchy I teach, paid discovery sits below referrals, remarketing, and paid search for a reason: the audience is colder and the cost per engaged session is higher. That doesn't mean LinkedIn ads don't work. It means they work best when the higher-intent channels are already running and you have remarketing in place to catch the visitors who aren't ready to convert on the first click. This playbook covers how to set up LinkedIn campaigns that actually produce pipeline: audience targeting that reaches decision-makers without overpaying, ad creative that stops the scroll, and a budget structure tied to your cost per engaged session so you know exactly when to scale and when to pull back.