LinkedIn is one of the strongest platforms when it comes to B2B advertising in 2025. The platform’s advanced targeting makes it possible to target decision makers, specialists and key people with great precision. But to get the most out of your advertising dollars, it’s crucial that you choose the right ad targeting.
Why is ad targeting important?
When you create an ad on LinkedIn, you need to decide what the purpose of the campaign is. Do you want to increase visibility, create engagement, drive traffic to your website, or maybe generate leads? Your chosen objective has a direct impact on how your ad is displayed, who it reaches and the results you achieve.
In addition, your objective should be related to your content format – e.g. video, image or carousel – and the action you want the user to take.
The 7 ad objectives on LinkedIn
Below you’ll find an overview of the objectives available on LinkedIn in 2025 and when you should use them:
1. Brand knowledge (Awareness)
Purpose: Increase awareness of your brand.
Target audience: Users with a high probability of seeing the ad.
Good for: Videos, visual posts and broad messages.
This objective is not about clicks but about being seen and remembered. Perfect for top-funnel campaigns and launches.
2. Website visits (Traffic)
Purpose: Drive traffic to website or landing page.
Target audience: Users with high click-through rates.
Good for: Still images, carousels and short videos.
Do you want the user to visit your site? Then this goal is ideal, especially in the middle of the sales funnel.
3. Commitment
Purpose: Increase interaction with your content.
Target audience: Users who frequently react, like and comment.
Good for: Posts with opinions, questions or storytelling.
Engagement gives you greater visibility and lets you see who is actually interacting with your brand.
4. Video views
Purpose: Get as many people as possible to watch your video.
Target audience: Users with a tendency to watch video content.
Good for: Longer movies or explainer videos.
If you want to communicate a message through a video and create awareness, this is an obvious goal. Remember that you rarely get many clicks with this strategy, but you do get the message out.
5. Lead generation
Purpose: Collect contact information directly via LinkedIn.
Target audience: Users who have previously converted or shown interest.
Good for: Whitepapers, offers, guides and newsletters.
Here, the user fills out a lead form directly in the ad with pre-filled LinkedIn data. Efficient and frictionless.
6. Website conversions
Purpose: Create concrete actions on your website (leads, purchases, downloads).
Target audience: Users with a high probability of conversion.
Prerequisite: You must have LinkedIn Insight Tag set up and possibly server-side tracking.
Perfect for bottom-funnel campaigns – but remember that cookie consent still affects tracking in 2025.
7. Job applicants
Purpose: Attract qualified candidates for open positions.
Target audience: Users who are actively seeking jobs or have relevant profiles.
Good for: HR campaigns, recruitment and employer branding.
Are you struggling to find the right employees? Then this objective can help you increase the visibility of your job postings.
Which goal should you choose?
Your chosen ad objective should depend on:
- Where your audience is in the customer journey
- What content you use in your ad
- What end goal you want (e.g. awareness, clicks, or conversion)
Matching content and purpose is crucial. For example, a good video with an explanatory message shouldn’t be linked to a conversion goal if the purpose is simply to create awareness.
Ready to advertise on LinkedIn?
It’s a great idea to use video in your ad on LinkedIn. At Filmbudget, we can help you create a professional video, and of course we’ll make it in a format that suits your ad.
Contact us today and let’s talk about your video needs.
