LinkedIn advertising in 2025

LinkedIn has grown significantly in recent years as a platform for B2B marketing and sharing expert content.

Originally focused on building professional networks, the platform has evolved into a versatile tool that combines networking, information sharing, and marketing. LinkedIn now has nearly a billion users worldwide, with over two million in Finland, and its targeting tools offer a unique way to reach the right decision-makers and experts within companies.

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Why is LinkedIn an important advertising platform in 2025?

In B2B marketing, LinkedIn’s strength lies in its ability to reach key decision-makers at various stages of the decision-making process. The platform offers advertisers the opportunity to build trust and credibility by providing value-driven content, such as articles on industry trends, webinars, and case studies. This makes LinkedIn an effective channel for building and maintaining business relationships.

Sharing and promoting expert and other content on LinkedIn has become an increasingly important part of companies’ communication strategies. By publishing insightful, timely, and valuable content, experts can differentiate themselves from competitors and increase their visibility. This not only enhances impact but also attracts the right contacts and potential clients.

The importance of LinkedIn in B2B marketing and expert communication is growing even more as companies aim to target their messages precisely and address the needs of their audiences. The platform’s continuous development – including improved analytics tools and new ad formats – makes it an increasingly attractive option for marketers in 2025.

What’s new in LinkedIn advertising in 2025?

Personalisation and analytics

In 2025, personalization is a key factor in successful LinkedIn advertising. AI and analytics have revolutionized how advertisers understand their target audiences and create content tailored specifically for them. AI enables the analysis of large data sets and helps identify behavioral patterns, interests, and even potential leads automatically.

LinkedIn’s own analytics tools (Campaign Manager and Insight Tag) provide valuable insights into how different audiences respond to content. With these tools, marketers can create more precise messages that resonate with their target audience.

New ad formats: Interactive ads and videos.

New ad formats on LinkedIn offer advertisers the opportunity to create more engaging and memorable experiences. Interactive ads, such as campaigns based on polls or calculators, are particularly effective because they encourage audience participation. If an advertiser receives a filled-out form or contact details, they already know the lead is at least warm. These ad formats not only grab attention but also generate valuable data that helps deepen the understanding of the audience’s needs.

Videos are still on the rise on LinkedIn, and in 2025, they are one of the platform’s most effective content formats. Informative videos that offer solutions to the target audience’s problems or showcase the value of products and services attract significant attention.

Changing expectations of B2B decision-makers for advertising

In 2025, B2B decision-makers expect more than ever content that provides value and is tailored to their needs. Traditional product-driven communication may no longer suffice; advertising should highlight concrete benefits and address the challenges of the target audience. Decision-makers value content that demonstrates an understanding of their business environment and helps them make better decisions.

Additionally, B2B audiences are increasingly expecting transparency and authenticity. Ads that feel too sales-driven or inauthentic face a growing risk of being ignored. On the other hand, content based on genuine expertise and value creation resonates and builds long-term trust. In this evolving landscape, LinkedIn’s offerings, such as content marketing and personalized targeting, make it an invaluable channel for B2B marketing.

How do you reach the right audience on LinkedIn?

Defining your target audience using LinkedIn’s tools

LinkedIn provides advertisers with comprehensive and highly targeted tools that make reaching the right audience easy. The uniqueness of LinkedIn lies in the fact that users’ profiles contain detailed professional information, such as job roles, industries, educational background, and special skills. This information allows advertisers to target campaigns precisely to those individuals who are most likely to benefit from the services or products being offered.

For example, a B2B marketer can target ads to IT directors in the technology sector who are interested in cloud services. Another advertiser can direct their content to marketing managers working in mid-sized companies who are looking for ways to improve their digital marketing. Additionally, LinkedIn’s targeting tools allow audiences to be refined based on factors such as company size, location, or seniority level.

The effective use of these tools begins with a precise definition of the target audience. The general principles of social media marketing apply here as well: the better the advertiser understands the needs and interests of their audience, the more effectively they can leverage the targeting options offered by LinkedIn.

LinkedIn Insight Tag and its use in measuring conversions

The LinkedIn Insight Tag is a key tool for measuring and optimizing the effectiveness of advertising campaigns. It is a small JavaScript snippet that is installed on the advertiser’s website. The Insight Tag collects data about website visitors and links it with LinkedIn user data, providing the advertiser with a comprehensive view of the campaign’s impact.

With the Insight Tag, you can track:

  • How many users from LinkedIn visit the website.
  • What actions users take on the website (e.g., filling out a contact form, subscribing to a newsletter, or downloading materials).
  • The sources of conversions and the characteristics of the audience.

This data allows for conversion tracking and the creation of remarketing strategies. With the Insight Tag, advertisers can, for example, retarget users who have visited the website but have not yet taken the desired action. This helps to increase campaign ROI and engagement.

The data generated by the Insight Tag improves campaign measurement and helps develop more effective advertising strategies. When you know what works and what doesn’t, you can continuously fine-tune your messaging, target audiences, and budget allocation.

What works in LinkedIn advertising?

The best content on LinkedIn

Content that succeeds on LinkedIn provides real value to the target audience and helps build trust. Expert articles and other thought leadership pieces are particularly effective, as they allow the opportunity to demonstrate expertise, share new perspectives, and spark discussions on current topics. A high-quality article that answers the audience’s burning questions or offers solutions to their challenges can gain wide visibility and create significant engagement.

Webinars and video series are another popular content format on LinkedIn, as they provide an opportunity to dive deep into a topic and create direct engagement with the audience. A well-planned webinar or video series can attract valuable leads and strengthen thought leadership.

Case studies, on the other hand, serve as excellent proof of the value of a product or service. Decision-makers appreciate concrete examples of how a solution has helped a similar company or individual achieve their goals. Case studies combine facts with storytelling, making them both impactful and memorable.

The importance of visual elements and clear communication in the success of ads

Visuals play a key role in LinkedIn advertising, as competition for users’ attention is fierce. Well-designed visual content, such as high-quality images, clear infographics, and engaging videos, grabs the viewer’s attention and makes them stop to engage with the ad. If the content isn’t compelling, it will be skipped, and no lasting impression may be made.

It’s important that the visual elements support the message. The colors, fonts, and images should align with the brand’s identity, but they also need to be attention-grabbing enough to stand out in LinkedIn’s feed.

Clear communication is just as important as visual appeal. The message of the ad must be conveyed quickly— the headline, image, and text should work together to tell what’s being offered and why it’s valuable to the audience.

Tips for headlines and calls to action (CTAs) that deliver results

A good headline is the cornerstone of a successful LinkedIn ad. It should be short but impactful, immediately capturing attention. You can ask a question, highlight a benefit, or solve a problem that concerns your audience:

  • “How to improve your marketing efficiency using growth marketing strategies?”
  • “Explore the B2B marketing trends in 2025!”

Call-to-actions (CTAs) are also very important as they guide the user to the next action. Effective CTAs are clear, concrete, and offer value to the user. Avoid generic prompts like “Read more,” and instead, use active and more specific alternatives:

  • “Download free guide.”
  • “Book a free consultation.”
  • “Check out our case study here.”

A well-chosen CTA combined with a visually appealing and content-rich ad can significantly increase engagement and conversions in LinkedIn ads.

How to analyze and improve LinkedIn advertising?

Key metrics: click-through rate (CTR), engagement, and conversions

In measuring the success of LinkedIn advertising, key metrics include click-through rate (CTR), engagement, and conversions.

  • Click-through rate (CTR) measures the ratio of clicks to impressions. It indicates how well the ad attracts users to move to the next step, such as visiting a website. A good CTR means that the ad’s headline, visuals, and targeting are spot on.
  • Engagement encompasses all interactions with the ad, such as likes, shares, and comments. A high engagement rate indicates that the content is relevant and sparks conversation within the target audience. Engagement also boosts brand visibility on LinkedIn, as interactions increase the organic reach of the ad.
  • Conversions are the most critical metric from the perspective of the business value generated by campaigns. This could mean actions such as filling out a contact form, downloading a guide, or registering for an event. With the help of the Insight Tag, it’s possible to closely track which campaigns drive the most valuable conversions.

A/B Testing: Optimize ad campaigns in real time

A/B testing is an effective tool for optimizing LinkedIn advertising. By testing different ad variations, such as headlines, visuals, CTAs, or target audiences, you can identify which performs best. For example, you can create two campaigns where one headline highlights benefits, and the other poses a question. Based on the results, you can focus resources on the more effective ad version.

Real-time optimization is highly recommended to ensure campaigns achieve maximum efficiency. The real-time analytics tools provided by LinkedIn Campaign Manager enable quick decision-making. For instance, if you notice that a specific target audience isn’t delivering results, you can adjust the campaign or change the targeting instantly without delays.

LinkedIn advertising cost

LinkedIn advertising is often somewhat more expensive than other social media platforms. However, costs have decreased in recent years. There is also considerable variation in pricing depending on factors such as the industry, seasonality, or the seniority level of the target audience. The minimum daily advertising budget is set at ten euros.

Although LinkedIn advertising may be more expensive than other platforms, the audience it reaches is often more valuable for lead generation. This makes LinkedIn an excellent choice for those aiming to secure high-quality and business-relevant leads or to increase awareness within a specific professional target group.

Do you need help improving your LinkedIn advertising?

Contact us

Paavo Virta

Paavo Virta

Head of Growth Marketing, Partner

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