LinkedIn is one of the most precise paid channels for reaching people by job title, seniority, company size and industry. That precision costs more per click than most channels, so it makes sense when the buyer is hard to reach any other way.
Good fits
- Enterprise or mid-market sales, where one account is worth a lot
- Products bought by a group, such as finance, operations or IT teams
- Offers that suit a professional audience, such as a guide, a benchmark or a webinar
Poor fits
Low-price consumer products, high-volume self-serve sign-ups and offers that are only a discount rarely pay back on LinkedIn. People there are networking and learning, so match the offer to that mindset.
Judge the channel on quality
Compare cost per opportunity, not cost per lead. A cheap lead that never becomes a conversation is expensive. Ask sales which LinkedIn leads they took seriously, and measure against that.
Creative matters more than people expect. Speak to a specific job problem in the first line, and keep the call to action low-friction, such as a document download or a short event sign-up.