Maximizing B2B Ad Performance with LinkedIn Profile Targeting in Microsoft Advertising

One of the biggest advantages of digital advertising is the ability to target specific audiences, and with Microsoft Advertising’s LinkedIn Profile Targeting, B2B advertisers can go even further. Microsoft Advertising is the only digital ad platform outside LinkedIn that offers LinkedIn Profile Targeting, giving brands access to the highly professional and engaged audience that LinkedIn is known for.

Why Use LinkedIn Profile Targeting with Microsoft Advertising?

Microsoft Advertising’s LinkedIn Profile Targeting allows advertisers to reach business decision-makers, influencers, and executives across the Microsoft Search Network and Microsoft Audience Network. This powerful integration lets advertisers leverage LinkedIn data—based on real, user-generated profiles—to target users by company, job function, and industry. With this feature, ads are more likely to reach the most relevant audience, leading to higher engagement and conversion rates.

For example, B2B marketers can now:

• Target specific companies (e.g., Microsoft, Adobe, Verizon),

• Focus on job functions (e.g., engineering, sales, consulting), and

• Narrow down to industries (e.g., banking, retail, marketing).

Currently, LinkedIn Profile Targeting covers 80,000 companies, 148 industries, and 26 job functions, making it one of the most robust options available for B2B audience targeting.

Higher Performance with Targeted LinkedIn Audiences

Advertisers applying LinkedIn Profile Targeting in their Microsoft Advertising campaigns are seeing impressive results:

• Ads targeted to LinkedIn’s professional audience showed up to 16% higher click-through rates (CTR).

• Conversion rates (CVR) increased by up to 64% compared to non-audience-targeted ads.

This kind of precise targeting helps advertisers maximize ad spend by focusing on audiences more likely to engage with and convert from ads, reducing wasted impressions and improving return on investment (ROI).

How to Set Up LinkedIn Profile Targeting

Setting up LinkedIn Profile Targeting in Microsoft Advertising is straightforward and works seamlessly within the platform’s standard campaign setup and management tools:

1. Choose Dimensions: Before creating an ad group, decide which LinkedIn data dimensions—company, industry, and/or job function—you want to target.

2. Edit Existing Campaigns: You can also apply LinkedIn Profile Targeting to existing campaigns to test its impact on ad performance.

3. Target Up to 1,000 Companies: Each ad group allows targeting of up to 1,000 companies, with flexibility to create up to 20 ad groups for broader reach across a campaign.

Monitoring Campaign Performance

Microsoft Advertising offers robust reporting on LinkedIn-targeted campaigns, allowing advertisers to measure ad impact by CPA, conversions, spend, impressions, clicks, and more. The “professional demographics” report shows how ads are performing across targeted job titles, industries, and companies, making it easier to fine-tune campaigns for maximum efficiency and impact.

Elevate Your B2B Campaigns with LinkedIn Profile Targeting

For brands aiming to reach a professional audience with precision, LinkedIn Profile Targeting in Microsoft Advertising is an invaluable tool. By integrating this feature, B2B advertisers can enhance existing campaigns, create niche audiences, and test creative strategies to achieve better performance, with an exclusive focus on quality audiences and higher ROI.

Note: LinkedIn Profile Targeting is currently available for campaigns targeting the United States, United Kingdom, Canada, Australia, France, and Germany, we will keep you up to date if anything changes

Set up LinkedIn targeting effectively ?