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LinkedIn Ads not performing as expected
Hello Everyone !!
We recently tried LinkedIn Ads for some of our clients who are in B2B business. Previously we have seen great results with Facebook and Meta Ads.
We wanted to test out LinkedIn as we thought B2B targeting will be easy and accurate on LinkedIn. It’s been a month and we are getting very bad results from LinkedIn.
Our CPM, CPC and Cost per conversation everything is very HIGH when compared to Meta/Google Ads.
Does LinkedIn in general performs poor for everyone or am I missing something ?
(Ps – we have tried multiple audiences and creatives, none of them are performing well)
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1 Reply
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LinkedIn is just way too expensive to be worth it most of the time.
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Not agree with the other comment. We do LinkedIn ads for B2B SaaS and Tech companies and it’s really efficient. The majority of our clients have seen positive ROI since years. Why so many companies spend millions of dollars everyday on Linkedin advertising ? If it was so bad nobody would advertise on LinkedIn…
Of course LinkedIn ads it’s not cheap and not for all businesses. If you are a B2B business’s targeting white collar working in a specific vertical ( manufacturing, education, IT, etc…) and your LTV (Lifetime value) is > $3000, it’s definitely worth the test.
If you have a small average revenue per user or a broad targeting like for example all kind of SMB you’ll probably have better results on Meta.
Another important is the offer, no one wants to hop on the phone with your sales rep before they’ve ever heard about your company. So go for gated content first that truly is valuable. We’re talking a free checklist or cheat sheet or guide, ebook, webinar or free in-person event. Those are the types of things that do well here.
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Look at the advertisers who have targeted you on LinkedIn. Its all banking, financial, investors-stocks, big brands. How many smaller even medium sized businesses do you see? I rest my point.
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We have a pretty good LinkedIn ad guy from the LinkedIn side. He told us to actively stop using their conversion objective as in his words ‘it doesn’t work’ stick to ‘website views’ but correctly tag up using the insight tag via GTM. Single image ads also perform better. We have vastly reduced our costs since listening to him
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If FB does well, Google Ads should do better. Target B2B decisionmakers looking for the exact service you’re offering. Won’t be huge reach volumes due to the target demo but every click has strong intent behind it. I don’t even bother with FB anymore for my company’s (and previous clients when I worked agency side) SaaS offerings.
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LinkedIn is usually poor. If I’m a busy professional, I’m ignoring most if not all of the ads on LinkedIn.
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