LinkedIn has evolved from a professional networking site to a powerful platform for B2B brand awareness building. Whether you’re a startup or an enterprise, if you’re not making use of the LinkedIn Ads for your brand awareness, you’re leaving high-quality visibility on the table. This blog will walk you through everything! Right from setting up a campaign to making use of the right formats and using brand storytelling. Plus, we’ve added strategic tips to make your LinkedIn branding campaign a success in 2025.
Why Choose LinkedIn Ads for Brand Awareness?
LinkedIn is made for audiences who are business-minded and this makes it a perfect space for showcasing your brand’s expertise and visibility. Here’s why LinkedIn stands out:
- Precision Targeting: Because of this, LinkedIn Ads help to reach decision-makers by industry, job title, seniority, skills, and more.
- High Intent Audience: Users actively look for solutions, partnerships, and insights.
- Professional Context: Your brand message sits alongside professional content, boosting credibility.
- Thought Leadership Friendly: Promote whitepapers, reports, and insights that build trust.
Step-by-Step Guide: How to Launch a LinkedIn Brand Awareness Campaign?
1. Define Your Goals and Metrics
You should think about what brand awareness means for your business:
- Would you like more people to know your name?
- Do you want more people to follow you on LinkedIn?
- Or send traffic to important landing pages?
Key Metrics to Track:
- Impressions
- Engagement Rate
- Follower Growth
- CPM (Cost Per 1,000 Impressions or cost per million)
- Brand Recall Lift (via LinkedIn Brand Lift Tests)
2. Identify and Build Your Target Audience
LinkedIn’s smart targeting makes sure that the right people hear about your brand:
- Sort by company size, type of job, seniority level, job function and title
- Focus on certain professional interests and skills
- Use email lists or CRM info to make custom audiences.
- You can also upload a list of ideal accounts or use LinkedIn’s Matched Audiences to retarget visitors who’ve already interacted with your website or content.
You won’t waste views with this precise targeting, and your ad budget will only reach high-value prospects.
3. Choose the Right LinkedIn Ad Formats for Awareness
LinkedIn has ad categories catered for brand visibility:
- Sponsored Content: Show up natively in the feed with picture, video, or carousel ad.
- Video Ads: Perfect for brand storytelling are video ads. Keep it under 30 secs for best engagement.
- Document Ads: Share directly in the feed digital content (such as ebooks or guides).
- Event Ads: Share webinars or product launches to encourage event sign-ups.
- Thought Leadership Ads: Boost posts from your C-suite to humanize your brand.
4. Craft Compelling Ad Creative and Copy
Your message and visual should be emotionally appealing and readily identifiable.
- Choose consistent font styles, logos, and brand colors. You can try out Predis AI’s branded content generator.
- Create value-first headlines, like “Solve Your X Challenge in 2025.”
- Emphasize more on benefits over features.
- Add a soft CTA such as “Explore Now” or “Learn More.””
5. Set Budget, Bids, and Launch Your LinkedIn Ads
Once your ad creatives and targeting are finalized, follow these steps to launch your campaign:
- Access Campaign Manager from your LinkedIn Ads dashboard
- Select “Brand Awareness” as your campaign objective
- Choose Maximum Delivery bidding for broader reach and efficient CPM
- Set a Daily or Lifetime Budget based on your brand goals
- Preview Your Campaign to ensure everything looks aligned
- Click Launch and start building visibility with your ideal audience
This setup ensures your campaign is optimized for maximum exposure from day one.
6.Monitor Performance and Optimize Your LinkedIn Campaigns
Once your LinkedIn brand awareness campaign goes live, focus on data-driven adjustments to boost results:
- Monitor Key Metrics: Track impressions, CTR, engagement rate, and follower growth
- Pause Low Performers: Identify and stop ads with poor reach or engagement
- Run A/B Tests: Experiment with different formats, visuals, and messaging
- Use LinkedIn Brand Lift Tests: Measure improvements in brand recall and perception
These continuous optimizations ensure your ad spend works harder and delivers long-term brand value.
Proven Brand Examples of LinkedIn Awareness Campaigns
- Salesforce: Using Salesforce technologies, used carousel advertisements and video storytelling to highlight how their clients address practical challenges. Their campaign’s 3.2x higher engagement rate than those of stationary picture advertising.
- Hootsuite: executed a brand awareness campaign with LinkedIn Document Ads with a free social media strategy guide. In one quarter the campaign produced over 15K downloads and 2K fresh followers.
- Adobe: Using LinkedIn Video Ads, Adobe shared narratives from creative experts. Based on LinkedIn’s own research, marketers raised their brand recall by 25%.
How to Use Employee Advocacy for Organic Brand Reach?
Encouraging employees to share branded content expands your reach exponentially. According to LinkedIn, content shared by employees gets 2x higher engagement than content shared by brands.
How to Do It:
- Provide employees with branded content and suggested captions
- Celebrate top contributors internally
- Use employee advocacy platforms like EveryoneSocial or Sprout Social
- Track post-level engagement to measure performance
Example: Dell Technologies empowered employees through a structured LinkedIn advocacy program and saw a 6x increase in organic impressions and strong brand lift metrics.
Combine Paid and Organic Strategies for Maximum Impact
On LinkedIn, a combined strategy produces more robust, long-term brand visibility. Paid ads offer rapid reach; organic efforts foster consistent trust and involvement.
- With paid expenditure, boost organic posts to increase reach on high-performance content, optimize your company page with a clear bio, banner, and consistent updates.
- Before running retargeting campaigns with ads, you can build trust by using organic thought leadership.
- With LinkedIn Newsletters and events, you can connect with people in the same niche as you are, that too without spending money on ads.
- To be consistent, you can support hashtag campaigns in both paid and unpaid ways.
- The return on investment (ROI) goes up and company recognition goes up at a number of touchpoints.
Advanced Tips to Scale LinkedIn Brand Awareness
- Start with a Message Map: You need to develop consistent messaging that connects with your brand’s vision.
- Use Retargeting Creatively: You can serve follow-up materials to consumers who interacted with your previous awareness campaigns
- Add UTM Parameters: Accurate tracking of LinkedIn ad traffic in Google Analytics can be done by adding UTM parameters.
- Partner with Industry Influencers: This increases credibility and expand your reach
- Use Lookalike Audiences: Reach people similar to your existing high-value customers.
Conclusion
Building brand awareness on LinkedIn takes more than just impressions—it takes strategy, storytelling, and consistency. By choosing the right formats, targeting the right people, and tracking the right metrics, your LinkedIn Ads can fuel long-term brand growth in 2025 and beyond.
Looking to combine organic growth with high-impact paid strategies? LinkedIn offers the perfect playground for modern B2B brand building
