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LinkedIn Ads.
LinkedIn Ads are paid ads on LinkedIn, run through Campaign Manager. Their advantage is professional targeting: audiences can be narrowed by job function, seniority, industry, company size or even individual companies.
LinkedIn Ads — Explained in Detail
No other advertising platform knows its users' professional role as precisely as LinkedIn, because members state their employer, position and industry themselves. This is the particular strength of LinkedIn Ads: a campaign can specifically target managing directors of construction companies with 20 to 200 employees in German-speaking Switzerland. On Google or Meta, narrowing an audience like that is hardly possible.
The main formats are sponsored posts in the feed (image, video, document, carousel), message ads in the inbox and text ads in the sidebar. Lead Gen Forms are particularly widespread: the user clicks and sees a form already filled in with their profile data. That lowers the barrier considerably, but also produces contacts that arise more from curiosity than from intent.
The downside is the price. Clicks on LinkedIn are expensive compared with other platforms, and small audiences in Switzerland are quickly exhausted. LinkedIn Ads therefore pay off mainly where a single job has a high value and the sales process involves several conversations anyway — software, consulting, industry, recruitment.
Successful LinkedIn campaigns rarely sell directly. More often they offer something useful to the audience — a study, a checklist, a webinar — and use it to build a relationship from which conversations arise later. This makes LinkedIn a typical channel for lead generation followed by qualification.
Example: LinkedIn Ads for a software provider
Suppose a provider of business software for trade businesses wants to reach managing directors and dispatchers in German-speaking Switzerland. Instead of promoting a demo directly, it offers a checklist 'From the Excel plan to digital dispatching' as a lead magnet, shown to people with a matching job function in companies in the construction and installation sector.
The contacts do not simply land in a list but are qualified: who fits the target audience, who has visited the features page? Only then does personal contact follow. How we use LinkedIn for B2B and where its limits lie is described under LinkedIn Marketing Agency. The related software page: Software for Trades.
Related Page
LinkedIn Marketing AgencyFrequently Asked Questions About LinkedIn Ads
For offers with a small order value, usually yes. For B2B services where a customer has a high value over years, the higher click price can be worth it. What matters is what a qualified contact is worth — not what a click costs.
Forms that open directly within LinkedIn and are already pre-filled with the user's profile data. They lower the barrier to an enquiry, but also lead to less considered contacts. The data should flow automatically into the CRM and be followed up promptly.
LinkedIn recommends a minimum size for most formats so that the campaign is delivered and can learn. In Switzerland, very narrow combinations of job function, industry and region quickly become too small. It is usually better to start somewhat broader and filter through the ad itself.
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