Common LinkedIn Ads Mistakes Businesses Make

At Lillian Purge, we specialise in Local SEO Services and have researched the Common mistakes businesses make with LinkedIn Ads so you can avoid wasted spend and get the highest impact from every campaign.

LinkedIn is the leading platform for B2B marketing, with access to decision-makers, industry experts, and professionals across every sector. It’s ideal for promoting services, events, and content to a highly targeted audience. However, LinkedIn Ads can also be expensive compared to other social platforms, so any mistake in setup or targeting can quickly waste your budget.

Understanding how to structure campaigns properly and avoid common pitfalls is key to achieving consistent ROI.

Mistake 1: Targeting Too Broadly

One of the biggest mistakes businesses make with LinkedIn Ads is trying to reach everyone. While LinkedIn’s targeting options are powerful, overly broad audiences dilute your message and drive up costs.

LinkedIn charges per click or impression, so targeting large, unfocused groups can burn through your budget quickly without producing quality leads. Instead, focus on narrowing your audience based on job titles, industries, company size, and location.

For example, a software company selling HR solutions should target HR managers and directors, not every employee within a company. Precision in targeting ensures your ads reach people who are most likely to engage or convert.

Mistake 2: Ignoring Audience Size Limits

While being too broad is a problem, going too narrow can also limit your ad’s reach. If your target audience is too small (for example, fewer than 10,000 people), LinkedIn may struggle to deliver your ads efficiently.

The best approach is to find a balance. Start with a moderate audience size and then refine based on data. LinkedIn’s analytics will show which segments perform best so you can adjust accordingly.

Mistake 3: Weak or Generic Ad Creative

Your ad creative is the first thing users see, yet many businesses use bland headlines or generic stock images. On a professional platform like LinkedIn, users scroll past ads that feel uninspired or irrelevant.

Create ads that speak directly to your audience’s challenges or goals. Use clear, benefit-focused copy and real images of your team, product, or service in action. Avoid overly corporate stock photos, as they rarely engage users.

A compelling headline, concise message, and strong visual are essential to capture attention in a feed filled with professional content.

Mistake 4: Not Testing Ad Variations

Many advertisers launch one version of an ad and expect instant results. Without testing, you have no way to know which message, image, or call to action performs best.

LinkedIn’s campaign manager allows you to run A/B tests easily. Test different headlines, formats, and images, then compare click-through rates and conversions. Over time, you’ll discover what resonates most with your audience and can optimise future campaigns accordingly.

Even small changes such as switching a headline or image can significantly improve performance.

Mistake 5: Poor Landing Page Experience

Even the best ad will fail if it leads to a weak landing page. Many businesses send users to their homepage instead of a dedicated page designed to convert.

A good landing page should match the ad’s message, have a clear call to action, and load quickly. If you’re promoting a free consultation, for example, the landing page should highlight that offer clearly and include a simple contact form.

Avoid clutter, distractions, or long forms that discourage users from taking action. The smoother the user journey, the higher your conversion rate.

Mistake 6: Neglecting Lead Nurturing

LinkedIn Ads often generate leads at the awareness or consideration stage, not necessarily ready-to-buy prospects. A common mistake is failing to follow up effectively.

Businesses sometimes collect leads and then do nothing with them. Without follow-up emails, retargeting, or remarketing, these leads quickly go cold.

Set up automated workflows to engage leads after they interact with your ads. Send them useful resources, case studies, or invitations to connect. Nurturing these relationships builds trust and moves prospects closer to conversion.

Mistake 7: Ignoring Analytics and Conversion Tracking

Many businesses run campaigns without proper conversion tracking, making it impossible to measure ROI accurately. LinkedIn allows you to install the Insight Tag on your website, which tracks actions like form submissions, downloads, and purchases.

Without it, you’re relying solely on click metrics, which don’t reveal whether users actually converted.

Regularly review your campaign analytics to identify what’s working and what isn’t. Track conversions, cost per lead, and engagement to optimise future ads.

Mistake 8: Overlooking Ad Format Choices

LinkedIn offers several ad formats, including Sponsored Content, Message Ads, Text Ads, and Dynamic Ads. Using the wrong format for your objective is a common mistake.

For brand awareness, Sponsored Content works best. For lead generation, consider Lead Gen Forms or Message Ads. If you’re promoting an event or job, Dynamic Ads can drive personal engagement.

Match the format to your campaign goals to maximise results and avoid unnecessary spend.

Mistake 9: Underestimating the Cost of LinkedIn Ads

LinkedIn is generally more expensive than platforms like Facebook or Instagram because it targets professional audiences. Businesses that fail to account for this often set budgets too low to achieve meaningful results.

To compete effectively, you need to allocate sufficient budget and monitor bids carefully. LinkedIn’s algorithm rewards relevance and engagement, so a well-targeted campaign with strong creative will deliver better results even at a higher cost per click.

Mistake 10: Focusing on Short-Term Results

LinkedIn advertising is most effective when used as part of a long-term strategy. Some businesses expect immediate leads after running ads for only a few days.

Because LinkedIn users often research thoroughly before taking action, building awareness and credibility takes time. Use your campaigns to educate, inform, and nurture trust. Consistent activity over several months delivers far better outcomes than sporadic short bursts.

Mistake 11: Forgetting About Retargeting

Retargeting allows you to show ads to people who have already interacted with your website or previous campaigns. Many businesses overlook this powerful feature.

By targeting users who have shown prior interest, you increase conversion potential significantly. For example, you can retarget users who visited your pricing page but didn’t complete a form, offering them a follow-up incentive or consultation.

This keeps your brand visible and helps move prospects through the sales funnel more effectively.

Mistake 12: Not Aligning Ads with Content Strategy

A successful LinkedIn campaign works hand in hand with your content strategy. Some businesses run ads without having supporting blog posts, case studies, or videos to reinforce their message.

Promote content that adds value such as a free guide, webinar, or insights article and use ads to attract relevant audiences. This approach positions your business as an authority rather than simply pushing a sales message.

Expert Tips to Improve LinkedIn Ads

• Start small, test frequently, and scale campaigns that perform well.

• Use LinkedIn’s demographic reports to refine your audience.

• Refresh your creatives regularly to prevent ad fatigue.

• Combine LinkedIn Ads with organic content for better engagement.

• Track leads through CRM integration for accurate ROI measurement.

Final Thoughts

LinkedIn Ads can be one of the most powerful tools for B2B and professional marketing when used strategically. Avoiding these common mistakes such as poor targeting, weak creative, and lack of tracking will save time, money, and effort while delivering stronger results.

By focusing on precise targeting, high-quality content, and consistent testing, you can turn LinkedIn into a high-performing lead generation channel.

At Lillian Purge, we help businesses plan, optimise, and manage LinkedIn campaigns that convert, ensuring every pound of ad spend drives measurable growth and visibility.

We have also written in depth articles on How to Advertise on Linkedin and How local businesses can use LinkedIn Ads to attract clients as well as our Linkedin Advertising Guidance Hub to give you further guidance.