LinkedIn advertising campaigns for B2B small businesses

LinkedIn advertising campaigns are an efficient lead generation tool for B2B small businesses.

We are currently running a LinkedIn advertising campaign for one of our B2B small business customers, who is looking for distributors in Latam, and it is producing so far an average of 1 qualified leads per day.

LinkedIn has approximately 500 million users and the advertising campaigns can be segmented by the following user variables:

  • Geographic location (country, state, city or town)
  • Company name
  • Company industry
  • Company size (number of employees)
  • Job title
  • Job function
  • Job seniority
  • Member Schools
  • Field of study
  • Degree
  • Member skills
  • Member groups
  • Member gender
  • Member age
  • Years of experience
  • Company followers
  • Company connections

LinkedIn advertising campaigns work as Google AdWords advertising campaigns work, since both are bidding systems and both are pay per click advertising. Advertisers pay only if users click on the ad. Advertisers compete among themselves for the same ad spot and user.

LinkedIn advertising campaigns cost varies in an approx. range from USD $ 2 per click up to USD $ 20 per click, depending upon the campaign segmentation and the competition. Always keep in mind that it is a bidding system, therefore advertisers are competing among themselves for the same audience spot.

LinkedIn is the leader and number one digital advertising network for B2B businesses. Advertisers cannot target a B2B audience using Google AdWords Display Ads or Facebook Display Ads. Probably advertisers can target B2B businesses audience using Google AdWords Search Ads.

LinkedIn advertising campaigns allow advertisers to collect up to 7 user’s contact and personal variables in the lead generation form that is attached to the advertising banner. Advertisers can choose these 7 variables among the following available variables:


  • First name
  • Email address
  • Phone number
  • City
  • State/Province
  • Country
  • Postal/Zip Code
  • Last name
  • Work email
  • Work phone number


  • Job title
  • Function
  • Seniority


  • Company name
  • Company size
  • Industry


  • Degree
  • Field of study
  • University/School
  • Start date
  • Graduation date


  • Gender


We recommend to use LinkedIn advertising campaigns if you want to target B2B audience for your products and services.


LinkedIn Advertising Campaigns
LinkedIn Advertising Campaigns


You can read our previous article in the following link:

About the Author:

This article was written by Julio Sanoja Rial, CEO, founder and digital marketing consultant at MSalesLeads, a digital marketing agency for small businesses. We help small businesses to go and grow their businesses online.

Julio Sanoja Rial
Julio Sanoja Rial

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