LinkedIn offers multiple campaign types designed for different marketing objectives. Choosing the right campaign type determines how LinkedIn optimizes delivery and which metrics matter most.
This guide covers every LinkedIn advertising campaign type and when to use each.
LinkedIn organizes campaign objectives into three categories matching the marketing funnel:
What it does: Maximizes impressions to build recognition among your target audience.
Best for:
Optimization: LinkedIn optimizes for reach, showing your ads to as many people in your audience as possible.
Key metrics:
When to use: When you need visibility but don't expect immediate action. Brand awareness campaigns according to LinkedIn's B2B Institute research build trust that supports conversion campaigns later.
What it does: Drives traffic to your website, optimizing for link clicks.
Best for:
Optimization: LinkedIn shows ads to members most likely to click through to your site.
Key metrics:
When to use: When your website does the conversion work. Ensure you have tracking (LinkedIn Insight Tag, Google Analytics) to measure downstream behavior.
What it does: Maximizes interactions with your ads—likes, comments, shares, and follows.
Best for:
Optimization: LinkedIn targets members most likely to engage with content.
Key metrics:
When to use: When you want to amplify content reach through social signals. Engagement breeds more engagement as LinkedIn's algorithm rewards active content.
What it does: Maximizes video watch time, optimizing for viewers who watch longer.
Best for:
Optimization: LinkedIn shows videos to members who tend to watch videos on the platform.
Key metrics:
When to use: When you have compelling video content and want to build familiarity. Video content gets the highest engagement of all content types on LinkedIn.
What it does: Captures leads directly within LinkedIn using Lead Gen Forms.
Best for:
Optimization: LinkedIn identifies and targets members most likely to complete your form.
Key metrics:
When to use: When capturing contact information is the primary goal. Lead Gen Forms achieve 2-3x higher conversion rates than landing pages because LinkedIn pre-fills form fields.
What it does: Drives specific actions on your website, tracked by the LinkedIn Insight Tag.
Best for:
Optimization: LinkedIn targets members most likely to complete your defined conversion action.
Key metrics:
When to use: When you need users on your website for the conversion (e.g., trial signups, purchases, complex forms). Requires Insight Tag and conversion tracking setup.
What it does: Promotes job openings and drives applications.
Best for:
Optimization: LinkedIn targets members who match your job requirements and are likely to apply.
Key metrics:
When to use: For recruiting. This objective connects with LinkedIn's job posting features for streamlined talent acquisition.
| Funnel Stage | Campaign Objective | Goal |
|---|---|---|
| Top | Brand Awareness | Build recognition |
| Top-Mid | Video Views, Engagement | Educate, engage |
| Middle | Website Visits | Drive research |
| Bottom | Lead Generation | Capture interest |
| Bottom | Website Conversions | Close deals |
| Goal | Best Campaign Type |
|---|---|
| Launch a new brand | Brand Awareness |
| Distribute content | Website Visits |
| Build Company Page | Engagement |
| Generate leads | Lead Generation |
| Drive purchases | Website Conversions |
| Recruit talent | Job Applicants |
According to LinkedIn advertising research, campaigns typically start around $1,000 for meaningful testing. Consider:
Top performers use multiple campaign types together:
Retarget between stages—show Lead Gen campaigns to people who've engaged with your content campaigns.
Don't use Brand Awareness if you want leads. Don't use Lead Generation if you want video views. LinkedIn optimizes for exactly what you tell it to—choose the objective that matches your actual goal.
According to 2026 LinkedIn ABM benchmarks, start campaigns small, prove results, then scale. This applies to campaign types too—test which objective works best for your audience before committing larger budgets.
The Lead Generation objective with Lead Gen Forms typically generates the highest volume of leads at the lowest cost per lead. However, Website Conversions campaigns can produce higher-quality leads when your landing page includes qualification questions. Test both approaches and measure downstream conversion, not just form completions.
Yes, and you should. Running Brand Awareness campaigns alongside Lead Generation campaigns creates a full-funnel approach. Prospects see your brand repeatedly (awareness), then convert when ready (lead gen). Use retargeting to connect campaign stages—show lead gen ads to people who've engaged with awareness content.
Choose based on your primary business goal, not what sounds appealing. If you need leads, choose Lead Generation. If you need website traffic, choose Website Visits. If you just need visibility, choose Brand Awareness. LinkedIn optimizes delivery based on your objective—misaligned objectives waste budget.
Need help choosing the right LinkedIn campaigns? Our team creates full-funnel LinkedIn advertising strategies for B2B companies. Contact us | Get a free consultation
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