LinkedIn Advertising Optimization Guide
© 2025 Folloze. ALL RIGHTS RESERVED.
Pro-Tip: Turn off both Audience Expansion and Audience Network - they dilute targeting precision.
Manual bidding often outperforms automated bidding for B2B campaigns despite recommendations
LinkedIn Advertising Optimization Guide
Weekly Optimization Framework
Campaign Structure
A/B test one variable at a tim
Let creatives run 4+ weeks before
optimizatio
Use 5+ ad variations per campaign to
identify winner
Test different thought leadership
topics to find resonanc
Exclude underperforming job titles (i.e.
intern and entry level) and industrie
Be surgical with exclusion criteria
Budget Allocation
Allocate 30-40% to top of TOFU
awareness (if using LinkedIn -
otherwise put towards DSP and the other
Top of TOFU channels
Invest 40-50% in middle of TOFU
differentiatio
Reserve 20-30% for bottom of TOFU
conversion
Bidding Strategy
Start with manual bidding for greater
contro
Turn off Enhanced Bidding for B2B
campaign
Never use Website Conversion
objective for B2B (rarely performs well
For competitor campaigns, bid higher
during known renewal periods
Pro-Tip: Turn off both Audience Expansion and Audience Network - they dilute targeting precision.
Manual bidding often outperforms automated bidding for B2B campaigns despite recommendations
© 2025 Folloze. ALL RIGHTS RESERVED.
Attribution Tactics
Implement LinkedIn Insight Tag across all web propertie
Set attribution window to 90 days for B2B sales cycle
Track cross-channel influence through UTM parameter
Monitor account journey progression in Folloze Impact
Dashboard
Reporting Best Practices
Create stage-specific dashboards in LinkedIn Campaign
Manage
Report on account-level engagement not just lead volum
Track content theme performance across campaign
Analyze cost per account (CPA) by audience segment to
optimize targeting
Creative Optimization
Top-Performing Elements
Headlines
Industry-specifi
Pain point focuse
Solution oriente
Question format
Visuals
Clean desig
Brand consisten
Industry relevan
Action focused
Messaging
Value propositio
Industry contex
Problem/solutio
Social proof
Budget Allocation
Recommendations based on VTR performance:
High VTR (>75%): Increase budget Medium VTR (65-75%): Maintain budget Low VTR (<65%): Review and optimize
Keyword Optimization
Intent-Driven Keywords: Prioritize keywords that reflect buyer intent, such as “enterprise CRM software”, or “best B2B marketing
automation tool”
Negative Keywords: Exclude irrelevant terms (e.g., “free” or “personal”) to prevent wasted clicks and optimize budget allocation, update
monthly at minimu
Broad Match with Smart Bidding: Use broad match for top-performing keywords combined with automated bidding strategies like
Target CPA or Maximize Conversions
Launch campaign with optimization for maximum clicks and then switch to Maximize Conversions to gather more data.
Use your ABM platform and Google Search Console queries for intent-driven keyword researc
In a niche category with low search volume keywords or don’t meet the conversion minimum each week?