LinkedIn Marketing Solutions is LinkedIn's advertising platform for B2B marketers. It combines Campaign Manager, multiple ad formats, professional targeting, and AI-powered optimization to help businesses reach decision-makers.
In 2026, the platform has evolved significantly with new AI features, enhanced targeting options, and improved creative tools. This guide covers everything you need to know about LinkedIn's advertising ecosystem.
LinkedIn Marketing Solutions is the umbrella term for LinkedIn's advertising products and tools. It includes:
According to LinkedIn's official platform, advertisers can reach over 1 billion professionals worldwide through the platform.
Campaign Manager is LinkedIn's primary interface for creating, managing, and measuring ad campaigns.
| Feature | Description |
|---|---|
| Campaign Creation | Objective-based setup with guided workflows |
| Audience Builder | Targeting by job title, company, skills, seniority |
| Budget Controls | Daily or lifetime budgets starting at $10/day |
| Bid Management | Auction-based with manual or automated bidding |
| Reporting | Real-time performance metrics and insights |
LinkedIn organizes campaigns around three objective categories:
Awareness
Consideration
Conversions
Your objective selection determines available ad formats, bidding options, and optimization strategies.
LinkedIn offers multiple ad formats to match different campaign goals.
Native ads that appear in the LinkedIn feed. According to LinkedIn's ad specifications, Sponsored Content includes:
| Format | Best For |
|---|---|
| Single Image | Brand awareness, thought leadership |
| Carousel | Product features, step-by-step guides |
| Video | Storytelling, demos, brand building |
| Document | Lead generation, gated content |
| Event | Event registrations, webinar signups |
| Thought Leader | Authentic engagement via personal posts |
Sponsored Content delivers the highest volume of impressions and works across the full funnel.
Direct messages delivered to LinkedIn inboxes:
Message formats achieve 40-55% open rates but have strict frequency caps (1-2 per user per 30 days).
Personalized ads that pull profile data (photo, name, company) automatically:
Dynamic Ads appear in the right rail on desktop only.
Simple, desktop-only ads with headline, description, and small image:
Text Ads work for supplemental awareness but shouldn't be your primary format.
LinkedIn's targeting is its core competitive advantage—no other platform offers comparable professional data.
Target by first-party LinkedIn data:
| Attribute Type | Examples |
|---|---|
| Job Title | CEO, Marketing Director, Sales Manager |
| Job Function | Marketing, Engineering, Finance |
| Seniority | Entry, Senior, Manager, Director, VP, C-Suite |
| Company Size | 1-10, 11-50, 51-200, 201-500, 500+ |
| Industry | Technology, Healthcare, Financial Services |
| Skills | Python, Salesforce, Digital Marketing |
| Groups | Professional group memberships |
Target based on your own data:
Launched in 2024 to replace Lookalike Audiences, Predictive Audiences use AI to find similar professionals based on:
According to 2026 LinkedIn updates, new targeting options include "career journey" signals:
These signals help reach professionals during key decision-making moments.
LinkedIn has added significant AI capabilities in 2026.
Accelerate is LinkedIn's AI-powered campaign type that automates:
According to industry analysis, most experienced marketers should approach Accelerate cautiously—it's best for advertisers new to the platform or with limited optimization resources.
LinkedIn introduced AI tools for ad creation:
Campaign Manager now offers:
LinkedIn provides comprehensive measurement tools.
Track actions on your website by installing the LinkedIn Insight Tag:
Standard metrics available in Campaign Manager:
| Metric Category | Includes |
|---|---|
| Delivery | Impressions, reach, frequency |
| Engagement | Clicks, CTR, engagement rate |
| Cost | CPC, CPM, cost per result |
| Conversions | Conversions, conversion rate, cost per conversion |
| Video | Views, view rate, completions |
LinkedIn supports:
LinkedIn offers additional tools beyond Campaign Manager.
JavaScript tag for your website that enables:
Your Company Page is foundational for LinkedIn advertising:
Free training platform with courses on:
Third-party tools certified by LinkedIn for:
LinkedIn advertising uses auction-based pricing.
According to LinkedIn's platform:
| Requirement | Minimum |
|---|---|
| Daily Budget | $10 |
| Lifetime Budget | $100 |
| Bid Amount | Varies by format and objective |
Based on 2026 benchmark data:
| Metric | Range |
|---|---|
| CPM | $25-$44 |
| CPC | $5.50-$9.25 |
| Cost per Lead | Varies widely by industry |
LinkedIn costs more than other social platforms but reaches higher-value B2B audiences.
LinkedIn Marketing Solutions is LinkedIn's B2B advertising platform, including Campaign Manager for creating ads, multiple ad formats (Sponsored Content, Messaging, Dynamic Ads, Text Ads), professional targeting options, and measurement tools. It lets businesses reach over 1 billion professionals through paid advertising.
LinkedIn advertising has a minimum daily budget of $10. Average costs run $25-$44 CPM and $5.50-$9.25 CPC, though actual costs vary by targeting, competition, and ad format. LinkedIn is typically the most expensive social advertising platform but offers premium B2B audience quality.
LinkedIn offers Sponsored Content (single image, carousel, video, document, event ads), Sponsored Messaging (Message Ads and Conversation Ads), Dynamic Ads (Follower, Spotlight, Content), and Text Ads. Thought Leader Ads let you promote posts from personal profiles rather than company pages.
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