LinkedIn lead generation ads pros and cons

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LinkedIn lead generation ads

You know all about lead generation ads from our Facebook lead generation pros and cons article. Today, we’re going over another popular platform to generate sales leads – LinkedIn. If you know anything about LinkedIn, it’s known as the professional social network. This reputation holds true for LinkedIn lead generation ads. This is the place to target decision-makers and other business professionals, boosting your brand’s visibility in the professional world.

While LinkedIn lead generation ads have the potential to significantly boost your lead generation efforts, it’s important to understand both their advantages and limitations. We’ll start with the pros.

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LinkedIn B2B audience

Pro: LinkedIn lead generation ads reach the B2B audience

Perhaps the biggest advantage of advertising on LinkedIn is the audience. LinkedIn is dedicated to professional networking and career development, meaning users are more receptive to B2B marketing messages. According to SproutSocial, 4 out of 5 LinkedIn members drive business decisions. So, if you’re trying to reach key stakeholders, LinkedIn’s user base makes it an ideal platform for B2B marketers.

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LinkedIn business content

Pro: LinkedIn lead generation ads are an effective content marketing tool

If you think LinkedIn is just a job searching site, think again. For its millions of users, LinkedIn is also the go-to place to share insights, connect with clients, and discover industry trends. How does this help with lead generation? B2B buyers search for content online before making purchases, which moves them forward in their customer journey. If you need a refresh on the marketing funnel, we’ve covered it here.

On LinkedIn, you have a variety of lead magnets at your disposal. Your marketing leads can come from users requesting demos, signing up for webinars, downloading gated assets (ebooks, videos, etc), visiting landing pages for more info, and more.

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LinkedIn lead ads are filled out on platform

Pro: LinkedIn lead generation ads keep you on the platform

When someone clicks the CTA on your ad, the lead generation form pops up directly in their LinkedIn feed. Most form fields auto-populate with information made available in a user’s LinkedIn profile as well. Difficult or time-consuming lead forms can scare off prospective leads, so an easy form fill process improves the user experience.

LinkedIn is great for finding an engaged B2B audience, has easy to fill forms, and offers a great place for content to lead prospective customers down your pipeline. So, what are the drawbacks?

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LinkedIn lead generation ads are not customizable

Con: LinkedIn lead generation ads can lack customization

Creating a form on someone else’s platform means you have to stick to their rules. On LinkedIn, there are maximum field numbers, character limits, and policies that don’t offer the same flexibility as something on your own site. LinkedIn offers a variety of predefined form fields to choose from, but they might not always match your exact requirements. If you’re in an industry that qualifies leads in a specific way or needs customization, this might not be the best platform for you.
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LinkedIn lead generation ads can be expensive

Con: LinkedIn lead generation ads are more expensive than other digital options

LinkedIn offers a powerful platform for B2B lead generation, but it comes at a cost. While the platform’s high-quality audience can yield valuable leads, LinkedIn has some of the highest advertising costs in comparison to networks like Facebook, Instagram, and Google. However, the investment can be worthwhile, especially if you’re targeting decision-makers and industry professionals.

To maximize your ROI, consider working with a marketing partner to optimize your LinkedIn ad campaigns. Having an agency by your side can help optimize your ad campaigns and improve ROI.

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LinkedIn lead generation ads are not good for building brand awareness

Cons: LinkedIn lead generation ads don’t help brand awareness

While LinkedIn Lead Ads offer a quick win for lead generation, they may not be the best long-term strategy for building brand awareness. The limited customization options and lack of direct website traffic might hinder your ability to establish a strong brand identity.
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The final verdict: should you use LinkedIn lead ads?

LinkedIn stands out as a unique platform in the digital marketing space but still has its pros and cons. If you’re seeking a B2B audience, have the advertising budget and some great lead magnets, LinkedIn lead generation ads can be worth exploring. If you aren’t sure if LinkedIn advertising fits into your marketing strategy or want to know more, our digital marketing professionals are happy to shed more light on the topic.
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Curious about LinkedIn lead generation options?

Contact MPP today!