How can I advertise my business on LinkedIn?

Back in 2015, we wrote about LinkedIn as a growing tool for professionals. In those days, most people treated it like a digital filing cabinet for their CV—something you only looked at when you were after a new job.

Fast forward to 2026, and the landscape has shifted massively. With over a billion members worldwide, LinkedIn has transformed from a quiet networking site into a high-octane B2B powerhouse. While the “flashy” crowds are busy chasing viral trends on TikTok or perfecting their aesthetic on Instagram, the real business conversations—the ones that actually lead to signed contracts—are happening on LinkedIn.

If you’re wondering whether your business should be putting its hand in its pocket for LinkedIn ads, let’s have a bit of a straight-talk about why it’s often the smartest move you can make.

1. Targeting the People Who Actually Sign the Cheques

The biggest “pain in the neck” with most social advertising is wastage. You don’t want to spend your hard-earned budget showing an enterprise software ad to a teenager or someone just browsing for a hobby. You want to talk to the decision-makers.

LinkedIn’s targeting is in a league of its own because it’s built on “professional intent.” People keep their profiles updated because it’s good for their careers, which means the data is “spot on.” You can target by specific job titles, company size, and even individual member skills. Before you start, it’s worth choosing the best platform for paid ads to see how this professional focus compares to the broader reach of Meta or X.

2. No More “Spray and Pray”

In the B2B world, a “click” is only as good as the person behind it. LinkedIn allows you to serve your content directly to the people of influence within a business. This granular approach is how digital agencies drive results for clients who have a very specific, high-value niche.

Whether it’s a C-suite executive at a Fortune 500 company or a founder of a local startup, you can be sure your message is landing in the right place. It cuts out the guesswork and ensures you aren’t flushing your budget down the drain on irrelevant impressions.

3. Understanding the “Toolbox”

LinkedIn isn’t just one type of ad; it’s a full toolkit. If you’re just getting started, you’ll need to learn how to advertise your business on LinkedIn properly to avoid the common pitfalls.

The most popular formats in 2026 include:

• Sponsored Content: These are the native ads that sit right in the feed. They look like regular posts, making them a “proper” way to share insights without interrupting the user’s experience.
• Lead Gen Forms: A total game-changer. These allow users to sign up for your webinar or download your whitepaper without ever leaving LinkedIn. It’s “faff-free” marketing at its best.
• Sponsored Messaging: Landing directly in a prospect’s inbox. When done right, it’s a personal way to start a high-level conversation.

Before diving into the dashboard, getting the 411 on paid social media ads will help you understand which format fits your specific business goals.

4. Intent vs. Interest

The final piece of the puzzle is understanding why people are on the platform. Unlike Google, where people are actively searching for a solution, social media is about “discovery.” However, LinkedIn is unique because the “mindset” is already professional.

When you’re weighing up PPC vs paid social, remember that LinkedIn bridges the gap. It offers the targeting of social with the professional intent of a business meeting. You aren’t catching them while they’re looking at cat videos; you’re catching them while they’re thinking about how to grow their business.

Frequently Asked Questions

Is LinkedIn more expensive than Facebook?

On a “cost-per-click” basis, usually yes. But you have to look at the “cost-per-qualified-lead.” If you pay £1 for a click from someone who can’t buy, it’s wasted. If you pay £5 for a click from a Managing Director who can, it’s a bargain. It’s all about the quality of the “folk” you’re reaching.

Do I need a massive budget to start?

Nay, you don’t. Because the targeting is so specific, you can start with a small, focused “pilot” campaign. It’s better to spend £500 a month reaching the exact right 50 people than £5,000 reaching the wrong 50,000.

What kind of content works best on LinkedIn ads?

In 2026, “Expertise” is the currency of the realm. People want to see thought leadership, original data, and helpful guides. If your ad looks like a “hard sell,” people will scroll right past it. If it looks like a solution to a problem, they’ll stop.

Can I track the ROI properly?

Absolutely. With the LinkedIn Insight Tag, you can track exactly what happens after someone clicks your ad. Did they download the PDF? Did they visit your contact page? You can see the whole journey, which makes it much easier to justify the spend to the board.

What’s your take on B2B Social?

Has LinkedIn worked for your business, or have you found it a bit of a “tough nut to crack”? Let’s keep the conversation going on social—we’re always up for a bit of a debate on what’s working in the world of digital marketing.