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LinkedIn Advertising

What Is LinkedIn Advertising?

Advertisements shared on LinkedIn are known as LinkedIn Ads, as the name suggests. LinkedIn ads can be tailored to nearly any objective or goal, and there are three types to choose from. Your LinkedIn ads will be successful if you have well-defined goals.

Companies and other organizations should consider whether or not LinkedIn Ads are the most appropriate medium to achieve their goals. While it may not be easy to get the most out of this professional social media platform, you can achieve incredible results if you strategize well.

How does LinkedIn advertising work?

We have compiled a guide that will be helpful to you in finding the answer to how to set up LinkedIn advertising.

Creating an ad is the first step. The best option would be to create multiple versions of your ads that LinkedIn will test, and you will learn which ads are the most effective.

The following types in most of the services of a LinkedIn advertising agency are available:

  • Promote a post you’ve already shared with sponsored content
  • Ads that contain text
  • Advertisements on video
  • Advertisement forms
  • InMail sponsored by a company

The next step is to decide which LinkedIn users you’d like to target. Options for targeting include:

  • The function of the job
  • Title of the position
  • Seniority in the workplace
  • Schools that are members
  • Study Areas
  • Connections with companies
  • Company followers
  • Skills of members
  • Experience in years
  • Graduation
  • Organizing
  • Geopolitics
  • Identify the gender
  • Years

Your audiences can be saved for later use after you have created them.

To display your ad on LinkedIn’s network, you will be asked if you would like to enable the LinkedIn audience network. As an option, you can also enable LinkedIn’s audience expansion, where your ads will be shown to similar audiences you’ve defined. 

Recent updates on LinkedIn allow you to retarget users who visit your website with a Matched Audiences feature. You can read more about this here. If you would like to upload your contacts (companies, email addresses), you can do so too.

Conversion tracking

LinkedIn insights tags allow you to measure the success of your campaigns on your website, just like Facebook and AdWords. Lead form ads on LinkedIn can be optimized for website visits, awareness, conversions, and leads.

Schedule of ads

Your advert campaign begins when you decide to run it and ends when you choose to stop it.

Keeping your budget in mind

Last but not least, you set your budget. Besides setting a daily budget, you can also specify a maximum amount for each advertisement.

Your advertising will be either based on a cost per click model (which means how many times the ad will show, regardless of clicks) or on a cost per impression model. Pricing will depend on the campaign objective, whether it is per click or impression.

Measuring results

Within the campaign manager, you can track the results of your campaign over time. By exploring and becoming familiar with the LinkedIn campaign manager, you will measure results more quickly.

What an agency needs to do to get access to LinkedIn Campaign Manager

Several posts have been written about how agencies can log into client ad accounts (and pages). We have covered Twitter, Pinterest, Facebook, and Instagram.

LinkedIn was another channel we wanted to include as part of our social media coverage.

To launch an ad campaign on LinkedIn, the LinkedIn campaign manager for agencies must have access to the business page and the advertising account.

Let’s talk about some of the terms LinkedIn uses to describe its platform before moving on to assigning admins and granting access to ad accounts.

Sponsored content is what?

Businesses can share information with LinkedIn in three different ways.

Content can only be shared and created by users with the Page Admin permission level.

Regular updates on organic topics

The updates are visible to users who follow you on LinkedIn and your LinkedIn profile or Showcase page. These update options have a longer lifespan but a less targeted audience.

Content Sponsored by

A feed update is a method of reaching those who are not followers or visitors of your organization. Video, images, or carousels can be used. Your LinkedIn or Showcase pages will also continue to display this content after the fact.

Content directly sponsored by sponsors

Advertisers most likely think of this type of content as LinkedIn ads. Such content makes its way into the feed of a relevant LinkedIn member. The video could be a single image, or it could be a carousel. Here, what sets us apart is that these updates do not appear on your LinkedIn or Showcase pages afterward.

Regarding direct sponsored content, you should be aware that if you’re A/B testing that content, the system will optimize the campaign for the content with the highest click-through rate, which could impact traditional ad testing.

Access to the LinkedIn page

LinkedIn requires that you have the assigned role of Sponsored Content Poster or Designated Admin to post ads (also known as direct sponsored content) on behalf of a LinkedIn page.

It is mandatory to connect with a user before assigning a role to them for the Page.

In LinkedIn’s Sponsored Content Poster feature, advertisers may:

Sponsored Content Poster access gives employees the ability to share and sponsor 

LinkedIn updates on an organization’s Page.

The Sponsored Content Poster admin section of a Page contains direct Sponsored Content posters, but they aren’t labeled separately. Using LinkedIn Ads, advertisers can create Sponsored Content ads on behalf of their organizations through direct Sponsored Content Poster access. LinkedIn members see the ads on their homepages rather than on their company pages.

Users can download leads from Campaign Manager using the Lead Gen Forms Manager level.

Linkedin marketing benchmarks – LinkedIn average CPC 2019

As part of my development of our 2019 marketing plan, I’ve created a list of marketing benchmarks and historical data. There are ten categories in the cheat sheet below which represent the most current data available. Data from primary sources and links to industry reports have been included where possible.

  1. Using search engine marketing

SEM (Search Engine Marketing) refers to all the efforts used to promote a website organically and through paid search engines.

Online advertising is offered by both Google and Bing. With Google, you have the option to choose between search network and display network advertising. In the search network, you may see text ads when you search for related items. Their average click-through rate (CTR) is 4.1 percent, and their average conversion rate is 3.48 percent. Conversion rates vary by industry. A search for “business services” has a click-through rate of 3.6 percent and a conversion rate of 1.92 percent.

How does the search differ from the display? User intent makes the most significant difference. Display ads appear when a user is browsing content instead of search results because they “follow” the user while consuming the content.

Google’s average cost per click on search is $2.67 and on display is $0.60, while the cost per click for “Business Services” is $3.15 and $0.66. Search cost per action averages 80.89, while display costs average $148.68 with “Business Services” at $125.60 and $132.17.

Bing’s average CPC is $1.54 for B2B services and $1.16 for search terms related to B2C. With a 2.94 percent conversion rate, the average CTR is 2.83 percent.

  1. Marketing through social media

Social Media Examiner’s 2018 Social Media Marketing Industry Report found that 78 percent of marketers whose websites have gained traffic from social media over the past two years report increased traffic, and 83 percent of marketers whose websites have gained traffic from social media over the past five years. Only 49 percent of marketers think Facebook is compelling, even though 94 percent use it. Organic research has declined for 52 percent of marketers. For 2019, generating leads will be more important than building a loyal following. Messenger bots are also on the rise, with 51 percent planning to use them next year.

  1. Marketing via email

Many of my friends complain that email marketing is ineffective (usually after spamming is inadequate). 

Although email marketing was once seen as an outmoded marketing strategy, it can be a practical approach–especially if you are an online retailer offering discounts.

You must first and foremost consider your audience when developing your email marketing strategy. Use appropriate segmentation, rich text, and personalize your emails instead of stuffing them with images. Personalized emails based on the recipient’s location, interests, and recent purchases are more likely to be opened and clicked by 75 percent of recipients.

  1. Direct marketing

How effective are direct mail marketing campaigns today? They are more effective than ever. United States Postal Service study found that 87 percent of people prefer direct mail over telemarketing calls in a survey of 1,545 consumers conducted in 2016. Direct mail, on the other hand, is recommended by 73 percent of those surveyed. Millennials are more likely than non-millennials to look forward to receiving mail, with 50 percent of them looking forward to it. 

  1. Seminars

Organizing a webinar is a great way to garner trust from your audience, establish yourself as an industry leader, and increase engagement with prospects. A 2018 Demand Generation survey report found that webinars are the most valuable content type for mid-stage buyers. Furthermore, 75 percent of respondents were willing to share more information to access more content in a webinar. More than half (61 percent) agreed that colleagues should have access to this type of content. It’s perhaps for this reason that the ON24 Webinar Benchmarks Report found that webinars with over 100 attendees generate an average conversion rate of 44 percent.

  1. Activities

More than 81 percent of marketers identify live events as a crucial component of their company’s success. Despite the importance of the lead hand-off, more than half of B2B professionals acknowledge that it is ineffective. Certain and Heinz Marketing conducted a study that found that fewer than 20 percent of surveyed companies that spend 25 to 50 percent of their marketing budgets on events achieve that direct revenue impact.

  1. URL

When you’re trying to make a website dynamic, informative, and personal all at once, it can be challenging. You can increase sales by 19 percent with a personalized web experience. In Salesforce’s B2B benchmarks report, the company found that, on average, 13 percent of leads turn into opportunities within 84 days. With LinkedIn’s Website Demographics, a free tool that utilizes LinkedIn data, marketers will be able to see precisely what kind of people are visiting our websites – or specific pages of our websites – thanks to our campaigns.

Scale your brand and attract customers with eye-catching creative and data driven decision making.

Take advantage of a team that has managed over $52 million dollars in ad spend and has a combined experience of over 100 years in social media marketing.

There’s no need for guesswork or “figuring it out” for yourself. We can guide you through the process and set realistic expectations for the types of results you can expect from a social media campaign.

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However, from our founding team’s experience working in some of the top agencies in the country, it’s clear most other agencies inflate potential results and make wild sales pitches so they can squeeze as much money out of you as possible.

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Who Are Veritas Digital?

We believe a change is coming in terms of how agencies conduct themselves. Clients don’t want vague guarantees, Account Managers that can’t be reached, and evasive descriptions of what their agency has done with their money each month. To change that, Veritas believes in the following three things:


We’ll tell you in advance if we think there is a better way for you to advertise, and show you exactly what that looks like before you sign anything. You’ll know exactly where we want to take your brand, and why.


No advertising is guaranteed, so if something isn’t working, we’ll be the first to acknowledge it. We want you to work with us because you like what we do, so we have no lock-in contracts for any services ever.


We quantify as much as we can to show you everything we do. No intellectual property, no hidden work, just clear, meaningful updates on all our work. What you are told you get is what you will get.

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No-obligation Strategy Session

Once you enquire, we’ll arrange a time that works for you to discuss your business, what you need, your history of advertising, and any KPIs you might have. If possible, we’ll also arrange Read-Only access to your reporting tools to see how your business has been developing over the past 12 months.

Don’t worry – you’ll speak to a strategist with first-hand experience, not a salesperson.

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Data-Dive & Strategy Production

We’ll put together a strategy unique to your business, objectives, and current situation. We also take into account your budget, so we can provide you options depending on how quickly you want to achieve your business goals.

We don’t lock you into contracts, so we’ll suggest a minimum length you should run your campaigns to achieve the best outcome.

03 03

Strategy Execution

If you’re happy with what you see, then we can get started straight away. Because you know exactly what your budget gets you before we begin, there are no nasty surprises or questions over what we’re doing each month.

We’ll guide you through everything we do each month so you can understand how & why our campaigns are helping your business grow.

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