As a digital marketer, I have had the opportunity to explore various advertising platforms, including Facebook, Google, and LinkedIn, to generate leads for businesses. In this article, I’ll share my experiences and insights gained from running LinkedIn ads for lead generation, particularly focusing on the unique challenges and opportunities presented by this professional networking platform.
1. Currency and Cost Comparison: LinkedIn vs. Facebook and Google Ads
For advertisers based in Pakistan, running ads on LinkedIn presents unique considerations in terms of currency and cost. Compared to Facebook and Google, where advertising costs are generally lower due to the larger user base and competition, LinkedIn ads tend to be relatively more expensive. The cost per click (CPC) and cost per thousand impressions (CPM) on LinkedIn can be significantly higher, making it essential to carefully allocate your advertising budget.
2. Reaching a Large Audience on LinkedIn
One of the key challenges of running ads on LinkedIn is reaching a large audience, especially when compared to platforms like Facebook and Instagram. This is primarily due to the fact that users spend less time scrolling through content on LinkedIn, as their primary focus is on professional networking and industry-related content. As a result, capturing the attention of potential leads requires a more strategic and targeted approach.
3. Lower Intent of Leads and Conversion Difficulties
While LinkedIn provides access to a professional and business-oriented audience, the intent of leads generated from LinkedIn ads can be lower compared to leads from other platforms. This lower intent often translates into difficulties in converting these leads into customers. It requires a carefully crafted lead nurturing and conversion strategy to effectively engage and convert LinkedIn leads into paying customers.
4. Discontinuing LinkedIn Ads in Favor of Google and Facebook
After carefully analyzing the performance and ROI of LinkedIn ads, I made the strategic decision to discontinue them for lead generation and instead focus on Google and Facebook ads. The reasons behind this choice include:
- Cost-Effectiveness: The relatively higher cost of LinkedIn ads, coupled with the challenges of reaching a large audience and converting leads, led to a lower return on investment compared to Google and Facebook ads.
- Audience Reach: Facebook and Google offer a broader reach and more diverse targeting options, allowing for greater flexibility in reaching and engaging potential leads.
5. Continued Effectiveness of LinkedIn Ads for Content Promotion and MQL Generation
While I chose to discontinue LinkedIn ads for lead generation, it’s important to acknowledge the continued effectiveness of LinkedIn ads for promoting content and generating Marketing Qualified Leads (MQLs). LinkedIn remains a powerful platform for B2B content marketing and lead nurturing, and this aspect can be explored in future articles.
In conclusion, while running LinkedIn ads for lead generation presents unique challenges, the platform continues to offer valuable opportunities for content promotion. Marketers should carefully assess their goals, target audience, and budget before deciding on the optimal mix of advertising platforms for their lead generation efforts.
