LinkedIn Ads for UK B2B in 2026: what's actually working

LinkedIn Ads have a reputation for being expensive. They are — but they're also the only channel where you can target by job title at scale. Here's how to make it pay back.

Pick the right campaign type

Document Ads outperform single-image ads on engagement. Thought Leader Ads (boosted from a personal profile) beat brand-page posts on click-through. Lead Gen Forms convert higher than landing pages for top-of-funnel offers.

Targeting that doesn't waste budget

Job titles + company size + industry. Avoid layering more than three filters or you'll out-narrow yourself into £100 CPMs.

Creative carries the cost

Founder-led video, original research, and "carousel as cheat sheet" all outperform polished brand creative. Treat LinkedIn ad creative like organic content with reach guaranteed.

Realistic budgets

Under £1,500/month, you're testing only. £3,000–£8,000/month is where LinkedIn earns its reputation as a viable B2B channel.

Frequently asked questions

Pick the right campaign type?

Targeting that doesn't waste budget?

Job titles + company size + industry. Avoid layering more than three filters or you'll out-narrow yourself into £100 CPMs.

Creative carries the cost?

Founder-led video, original research, and "carousel as cheat sheet" all outperform polished brand creative. Treat LinkedIn ad creative like organic content with reach guaranteed.

Realistic budgets?

Under £1,500/month, you're testing only. £3,000–£8,000/month is where LinkedIn earns its reputation as a viable B2B channel.