4 Most Common Mistakes LinkedIn Ads Agencies Make

LinkedIn is hands down one of the best platforms for B2B lead generation. Having used LinkedIn ads extensively for my business, I’ve seen firsthand how effective the platform can be when you get it right. But like many others, I’ve also made some mistakes that affected my ROI. If you’ve been using LinkedIn ads to promote your business, you’re not alone. Many companies rely on the platform to build connections, drive traffic, and generate conversions. However, there are common mistakes that agencies often make, which can prevent your ads from delivering the best results.

This blog will explore the most common missteps when running LinkedIn ads, and I’ll share my experiences on how I avoided them to create a more successful, ROI-driven campaign.

Most Common Mistakes LinkedIn Ads Agencies Make

Mistake 1: Not Tracking Conversions Properly

When it comes to LinkedIn advertising, tracking conversions correctly is crucial to measuring success. In the early days of running LinkedIn ads for my business, I didn’t fully understand the importance of tracking all types of conversions, and it hurt my ability to optimize campaigns. If you’re not tracking the right conversions, you’re flying blind.

Here’s the deal: LinkedIn offers two types of conversion tracking: post-click and view-through. Post-click conversions occur when someone clicks your ad and then completes an action like signing up or making a purchase. View-through conversions are when a person sees your ad but doesn’t click it, yet later takes the desired action on your website.

I remember launching a campaign and thinking my ROI was stellar because of the high number of clicks. However, when I looked deeper into the conversion data, I realized I was overestimating the impact because I wasn’t properly accounting for view-through conversions. This was a game-changer for me. 

Discover How to Track LinkedIn Ads with GA4 in 2024 to track your results properly.

Pro Tip: Assigning value to different types of conversions like downloading an ebook versus booking a demo helps you understand what’s truly driving business impact, rather than just counting clicks. I now ensure that both post-click and view-through conversions are tracked to get a clearer picture of my campaign’s success.

Mistake 2: Misallocating Budget Between LinkedIn and Audience Network

One of the biggest things I learned after running several LinkedIn campaigns is the importance of properly allocating your budget. In one of my earlier campaigns, I didn’t pay close attention to how much of my budget was being spent on the LinkedIn Audience Network. While the Audience Network extends your reach outside of LinkedIn to thousands of partner websites and apps, the traffic from these sources often didn’t lead to quality conversions.

I initially saw a higher number of clicks and lower cost-per-click, which seemed like a win. But when I analyzed the actual leads, it became clear that the Audience Network traffic wasn’t converting into real customers. This was a huge learning moment for me. Discover How to Run Effective LinkedIn Ads on a Limited Budget in 2024

Pro Tip: Always monitor the breakdown of your budget allocation through your LinkedIn ad dashboard. If you see too much of your budget is going to the Audience Network, consider limiting its use, especially for cold campaigns. Now, I make sure that no more than 20% of my budget goes to the Audience Network.

Mistake 3: Targeting a Too-Broad Audience

When you’re setting up your LinkedIn ads, it can be tempting to cast a wide net and target a large audience. I remember a time when I thought the broader the target, the better the results. I aimed for a huge audience, hoping that would increase my chances of success. But that didn’t work out as I expected.

The problem with a too-broad audience is that it dilutes your message, making it less likely to resonate with the right people. I quickly learned that while LinkedIn offers a wide range of targeting options, it’s better to be specific about who you want to reach.

Pro Tip: Be strategic with your targeting. Narrow down your audience by selecting key attributes like job title, industry, and seniority. Using “narrow audience further” filters helps you target a more refined, qualified group of prospects. For my campaigns now, I focus on defining a smaller but highly engaged audience, which has led to better results and more meaningful connections.

Mistake 4: Neglecting Retargeting Strategies

Retargeting has become one of my most powerful tools in LinkedIn advertising. Early on, I didn’t put much thought into retargeting, but once I started revisiting people who had already interacted with my content, I saw a significant difference in performance. Retargeting ads help you reconnect with people who’ve already shown interest in your brand, whether by visiting your website, clicking on a previous ad, or engaging with your LinkedIn page.

I used to focus only on reaching cold leads, but I soon realized that the prospects who had already engaged with me were much more likely to convert. Retargeting allows me to nurture these relationships and drive better results.

Pro Tip: Make your retargeting campaigns specific and relevant. Instead of simply showing your ads to past website visitors, tailor your messaging to overcome objections, highlight customer testimonials, or offer a special promotion. This has been a game-changer for me, especially when trying to move prospects further down the funnel.

Conclusion

In summary, LinkedIn ads offer a powerful opportunity to drive high-quality leads, but only if you avoid the common pitfalls. Tracking conversions properly, understanding budget allocation, targeting the right audience, and prioritizing retargeting can make or break your campaign’s success. By staying proactive and informed, you can optimize your LinkedIn ad strategy for better results. Ready to take your LinkedIn campaigns to the next level? Contact BugsLink TECH today for expert guidance and support.

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