Marketing Paid Advertising

LinkedIn Ads for B2B

Build, launch, measure, and optimize LinkedIn campaigns for complex B2B buying journeys

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Quick Course Facts
19
Self-paced, Online, Lessons
19
Videos and/or Narrated Presentations
6.6
Approximate Hours of Course Media
About the LinkedIn Ads for B2B Course

LinkedIn Ads for B2B is a practical Marketing course for teams that need to reach professional buyers, generate qualified leads, and support long sales cycles. Students will learn how to Build, launch, measure, and optimize LinkedIn campaigns for complex B2B buying journeys using strategy, targeting, creative, conversion tracking, and performance reporting.

Build High-Performing LinkedIn Ads For B2B Growth

  • Learn how LinkedIn Ads fit into a complete B2B Marketing strategy across awareness, consideration, and conversion.
  • Build sharper audience plans using ideal customer profiles, buyer personas, company targeting, job targeting, and matched audiences.
  • Launch campaigns with stronger offers, ad formats, landing pages, lead gen forms, bidding, and budget structures.
  • Measure and optimize LinkedIn Ads for B2B with reporting, retargeting, testing, lead quality diagnosis, and responsible scaling.

This course teaches students how to plan and manage LinkedIn Ads for B2B Marketing programs that support complex buying decisions.

Students begin with the strategic foundations of LinkedIn Ads, including how paid social supports B2B growth and how campaigns should map to the full buying journey. The course explains campaign objectives, funnel stages, and success metrics so students can connect media activity to real Marketing and sales outcomes.

The lessons then move into audience strategy, campaign planning, and account-based Marketing design. Students learn how to define ideal customer profiles, create buyer personas, use LinkedIn targeting options effectively, and choose offers and ad formats based on campaign goals.

Students also develop practical skills in B2B ad copy, creative direction, landing pages, lead gen forms, conversion tracking, Insight Tag setup, and offline measurement. By the end of the course, they will be able to Build, launch, measure, and optimize LinkedIn campaigns for complex B2B buying journeys with more confidence, better structure, and clearer performance insights.

Course Lessons

Full lesson breakdown

Lessons are organized by topic area and each includes descriptive copy for search visibility and student clarity.

Strategy Foundations

3 lessons

Lesson 1: The Role of LinkedIn Ads in B2B Growth

18 min Preview
This lesson defines where LinkedIn Ads fit inside a B2B growth strategy. Students learn why LinkedIn is strongest for reaching specific professional audiences, influencing buying committees, and creat…

Lesson 2: Mapping LinkedIn Ads to the B2B Buying Journey

20 min
This lesson teaches a practical way to map LinkedIn Ads to the B2B buying journey, from early problem awareness through vendor selection and sales acceleration. You will learn how to match audience si…

Lesson 3: Campaign Objectives, Funnel Stages, and Success Metrics

21 min
This lesson explains how to connect LinkedIn campaign objectives to the realities of B2B buying journeys. Students learn how to distinguish awareness, consideration, demand capture, and pipeline-suppo…

Audience Strategy

3 lessons

Lesson 4: Building Ideal Customer Profiles and Buyer Personas

19 min
This lesson teaches how to turn a broad B2B market into a practical LinkedIn Ads audience strategy. You will define an Ideal Customer Profile at the account level, then translate that profile into buy…

Lesson 5: LinkedIn Targeting: Job, Company, Interest, and Matched Audiences

24 min
This lesson shows how to build practical LinkedIn Ads audiences for B2B campaigns using job, company, interest, and Matched Audience targeting. The focus is not on finding the narrowest possible audie…

Lesson 6: Account-Based Marketing Campaign Design

22 min
This lesson shows how to design LinkedIn Ads campaigns for account-based marketing without treating ABM as simply uploading a company list. You will learn how to translate account tiers, buying commit…

Campaign Planning

2 lessons

Lesson 7: Offer Strategy for B2B Lead Generation

20 min
This lesson shows how to design B2B lead generation offers that are credible, valuable, and appropriate for where a prospect is in the buying journey. In LinkedIn Ads, the offer often matters more tha…

Lesson 8: Choosing Ad Formats for Different Campaign Goals

18 min
This lesson teaches a practical decision process for selecting LinkedIn ad formats based on campaign goals, buyer journey stage, offer type, audience warmth, and measurement intent. Rather than treati…

Creative and Messaging

2 lessons

Lesson 9: Writing B2B Ad Copy That Earns Attention

21 min
This lesson teaches a practical framework for writing LinkedIn ad copy that earns attention from busy B2B buyers without relying on vague claims or consumer-style hype. Learners will practice translat…

Lesson 10: Designing Creative for Professional Buyers

19 min
Professional buyers do not respond to vague brand claims or consumer-style urgency. They evaluate risk, relevance, credibility, and internal usefulness. In this lesson, you will learn how to design Li…

Conversion Systems

2 lessons

Lesson 11: Landing Pages and Lead Gen Forms

23 min
This lesson shows how to turn LinkedIn ad clicks into usable B2B conversions by choosing between landing pages and LinkedIn Lead Gen Forms, then designing each path around buyer intent, friction, qual…

Lesson 12: Conversion Tracking, Insight Tag Setup, and Offline Measurement

24 min
This lesson builds the measurement foundation for LinkedIn Ads in a B2B environment where the most valuable outcomes often happen after the website visit. You will learn how the Insight Tag, online co…

Launch Management

2 lessons

Lesson 13: Budgeting, Bidding, and Campaign Structure

22 min
This lesson explains how to translate a B2B media plan into a launch-ready LinkedIn Ads structure. Students learn how to allocate budget by funnel role, choose daily versus lifetime budgets, understan…

Lesson 14: Launching a Campaign Without Wasting the Learning Period

18 min
This lesson shows how to launch LinkedIn Ads campaigns in a controlled way so the platform can gather useful delivery and conversion signals without burning budget on avoidable mistakes. The focus is …

Optimization

3 lessons

Lesson 15: Retargeting Strategies for Long B2B Sales Cycles

20 min
Long B2B sales cycles require retargeting that behaves like a nurture system, not a reminder ad. This lesson shows how to segment LinkedIn Matched Audiences by intent, timing, and buying-stage signals…

Lesson 16: Testing Audiences, Offers, Creative, and Landing Pages

23 min
This lesson gives students a practical testing system for improving LinkedIn Ads performance across the four highest-impact variables: audience, offer, creative, and landing page. It focuses on buildi…

Lesson 17: Diagnosing Performance Problems and Improving Lead Quality

24 min
This lesson teaches a practical diagnostic workflow for improving LinkedIn Ads performance when campaigns are producing too few leads, leads are too expensive, or sales teams are rejecting lead qualit…

Measurement and Scale

2 lessons

Lesson 18: Reporting LinkedIn Ads Performance to Marketing and Sales Leaders

21 min
This lesson teaches marketers how to turn LinkedIn Ads performance data into leadership-ready reporting for both marketing and sales audiences. Instead of exporting platform metrics and hoping stakeho…

Lesson 19: Scaling a LinkedIn Ads Program Responsibly

20 min
This lesson shows how to scale a LinkedIn Ads program without breaking measurement quality, lead quality, or budget discipline. Students learn how to decide when a campaign is ready to scale, which sc…
About Your Instructor
Professor Elizabeth Evans

Professor Elizabeth Evans

Professor Elizabeth Evans guides this AI-built Virversity course with a clear, practical teaching style.