Many businesses fail on LinkedIn because default settings like "audience expansion" and the third-party ad network are optimized for enterprise budgets or platform profit, not for precise SMB targeting. Disabling these is the crucial first step to success.
Boosting posts directly from a person's profile (like a CEO or founder) performs significantly better than standard company ads. Users on LinkedIn engage more authentically with individuals than brands, leading to higher dwell times and lower costs.
While standard LinkedIn ad clicks cost $10-15, high-engagement 'Thought Leader Ads' are rewarded by the algorithm with significantly lower costs. Clicks can drop to $1-2, making the platform economically viable and even competitive with Facebook.
The high cost-per-click on LinkedIn makes it economically unfeasible for low-priced services. To achieve a positive ROI, your customer lifetime value (LTV) should generally be at least $15,000, which typically applies to enterprise software or high-value ongoing services.
Due to high CPCs, LinkedIn ad copy should be direct and clear about who the offer is for. Unlike Facebook's flashy, attention-grabbing style, the goal on LinkedIn is to repel unqualified clicks and attract only the most relevant prospects, maximizing budget efficiency.
Unlike Facebook's algorithm, which thrives on broad audiences, LinkedIn's requires precision. Success comes from using small, hyper-targeted audiences, often built from custom-uploaded company lists, to ensure every dollar reaches the exact target profile.