Get to know LinkedIn Ads, then work through setup, measurement and optimization in order. Start at the step you need and return to the foundations whenever a concept needs a closer look.
Read in order
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LinkedIn ads for beginners: when do they fit, and how do you start?
You sell software to businesses, but “businesses” doesn't tell you who will read the ad. Who uses the software, who evaluates it, and who approves the purchase? Ask those questions before exploring LinkedIn Ads: professional context and attributes may help define who you need to reach.
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LinkedIn Lead Gen Forms or landing pages? Compare qualified opportunities
A report shows lower cost per lead for an in-platform form, so the team proposes moving budget there. Sales asks: “How many are suitable for our service?” That starts the meaningful comparison. A cheaper lead does not necessarily mean a cheaper sales opportunity.
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LinkedIn and CRM attribution: compare opportunities at a similar stage of maturity
An older campaign closes deals this week; a newer campaign's leads have not had enough follow-up time. Dividing this week's spend by every deal closed this week may produce a figure that does not represent the acquisition cost of those deals.