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  • Writer's pictureChristina Tsiripidou

LinkedIn Ads 101: How B2B SaaS Companies Can Supercharge Growth and Maximize ROI

linkedin ad strategy for saas

Setting up a growth marketing campaign via LinkedIn ad strategy can be a powerful way for B2B SaaS companies to reach and engage their target audience. In this guide, we will cover everything you need to know to create an effective LinkedIn ad campaign, including examples, typical budget, CPC, conversion rate, and best way to measure success.


Setting Up Successful LinkedIn Ad Campaigns

LinkedIn Ad Formats for B2B SaaS Companies

Typical Budget for a LinkedIn Ad Campaign

Typical LinkedIn Ad Metrics

Best Way to Measure Success of a LinkedIn Ad Campaign

Examples of B2B SaaS Companies Using LinkedIn Ads

Account-Based Marketing Campaigns with LinkedIn Ads

Frequently Asked Questions (FAQ)

Setting Up Successful LinkedIn Ad Campaigns

Step 1: Identify your target audience

The first step in setting up a LinkedIn ad campaign is to identify your target audience. LinkedIn offers a range of targeting options, including job title, industry, company size, and location. It's essential to have a clear understanding of your target audience, as this will ensure that your ads reach the right people.

Example: Let's say you are a B2B SaaS company that provides project management software for small and medium-sized businesses. Your target audience might be business owners or managers who work in industries such as IT, marketing, or finance.

Step 2: Set your campaign objectives

The next step is to define your campaign objectives. What do you want to achieve with your LinkedIn ad campaign? Do you want to increase brand awareness, generate leads, or drive website traffic?

Example: In our project management software example, your objective might be to generate leads by offering a free trial of your software to LinkedIn users who fit your target audience criteria.

Step 3: Choose your ad format

LinkedIn offers several ad formats, including Sponsored Content, Sponsored InMail, and Display Ads. Each format has its strengths and weaknesses, so it's essential to choose the format that best fits your campaign objectives.

Example: In our project management software example, Sponsored Content might be the best format, as it allows you to create engaging, visually appealing ads that appear in users' LinkedIn feeds.

Step 4: Set your budget

The next step is to set your budget. LinkedIn offers a range of bidding options, including Cost per Click (CPC) and Cost per Impression (CPM). It's essential to set a budget that aligns with your campaign objectives and target audience.

Example: Let's say you have a monthly ad budget of $5,000. You might choose a CPC bidding option and set a maximum bid of $3.00 per click.

Step 5: Create your ad

The next step is to create your ad. Your ad should be visually appealing, concise, and targeted to your audience. It's essential to use clear and compelling messaging that resonates with your target audience.

Example: In our project management software example, your ad might include a clear headline such as "Simplify Your Project Management," a brief description of your software's features, and a call-to-action that encourages users to sign up for a free trial.

Step 6: Launch your campaign and monitor performance

Once you have set up your campaign, it's essential to monitor performance and make adjustments as needed. LinkedIn offers a range of performance metrics, including click-through rate (CTR), conversion rate, and cost per conversion.

Example: In our project management software example, you might monitor the number of leads generated by your campaign, the conversion rate of those leads, and the cost per conversion. You can then adjust your targeting, ad format, or budget based on your campaign's performance.

Step 7: Optimize your campaign