Get Better Leads from Search Ads Using LinkedIn Audience Targeting

Get Better Leads from Search Ads Using LinkedIn Audience Targeting

Most businesses prioritise Google Ads for their search marketing, and it’s no surprise—Google dominates the search engine market. But if you’re focusing exclusively on Google, you’re likely missing a powerful opportunity with Microsoft Bing Ads. By combining Bing’s search capabilities with LinkedIn audience data, you can target professionals based on their job titles, industries, and company sizes.

This means you can connect with the right audience at the right time, improving lead quality and campaign performance. For example, an accountancy firm bidding on “accountants in London” can use LinkedIn data to ensure their ads only reach Managing Directors of construction firms with 20–50 employees. The result? Hyper-relevant targeting, better engagement, and a smarter use of your ad budget.

Why Combine LinkedIn Data with Microsoft Bing Ads?

Microsoft Ads’ integration with LinkedIn allows you to go beyond search intent by layering in professional attributes. This is especially beneficial for B2B companies or businesses targeting niche audiences.

Here’s what makes this combination so effective:

1. Target the Right Professionals
   By adding LinkedIn audience data, you can focus your campaigns on key decision-makers or specialists. Whether you’re targeting CFOs, IT Directors, or Marketing Managers, LinkedIn data ensures your ads appear only to those who match your ideal customer profile.
2. Expand Keywords Without Wasting Budget
   Broader keywords, like “business software” or “tax advice,” often lead to irrelevant clicks. But when paired with LinkedIn targeting, you can confidently bid on these terms knowing your ads will only show to the right people—maximising relevance and ROI.
3. Better Lead Quality at Lower Costs
   With more precise targeting, your campaigns achieve higher click-through rates (CTR) and better ad relevance. This often results in lower cost-per-click (CPC) compared to broader campaigns, giving you more value for your spend.
4. Reach Your Audience Across Channels
   Your ads don’t just show up on Bing’s search results—they’re also displayed on platforms like Outlook and MSN, offering consistent exposure across Microsoft’s ecosystem.

How Businesses Are Seeing Results

A software company specialising in project management tools used Microsoft Ads and LinkedIn targeting to focus on CFOs and Operations Managers in healthcare and retail. They bid on broad terms like “business software” but layered in LinkedIn data to refine their audience.

The outcomes were impressive:

• 30% Higher Engagement: More relevant targeting boosted CTR.
• 20% Lower CPC: Increased ad relevance lowered costs.
• 25% Increase in Leads: Better audience targeting led to more qualified traffic and demo requests.

Another example? An accountancy firm targeting “accountants in London” used LinkedIn data to narrow their audience to Managing Directors of construction firms with 20–50 employees. Their ads were no longer competing for clicks from unrelated users, saving money and improving conversion rates.

How to Get Started with LinkedIn Audience Targeting

Ready to try it for yourself? Follow these steps to set up your campaigns:

1. Define Your Audience

Think about your ideal customer. What job titles, industries, or company sizes do they fall into? LinkedIn lets you target attributes such as:

• Job Function or Title: (e.g., CFO, Marketing Manager)
• Industry: (e.g., healthcare, technology, retail)
• Company Size: (e.g., small businesses with 20–50 employees).

2. Set Up Your Campaign in Microsoft Ads

In Microsoft Ads, enable LinkedIn Profile Targeting and layer it with your keyword strategy. For example, target “cloud solutions” but restrict your audience to IT Directors in the tech industry.

3. Craft Messaging That Resonates

Tailor your ad copy to the professional audience you’re targeting. For example:

“Accounting Services Tailored for Growing Construction Firms in London – Expert Support for 20–50 Employee Companies.”

This kind of messaging ensures relevance and captures attention.

4. Analyse and Refine

Use Microsoft Ads’ reporting tools to see which LinkedIn segments drive the best results. Optimise bids, keywords, and targeting to improve performance over time.

Why You Should Try This Strategy

If your campaigns have plateaued on Google Ads or LinkedIn, or you’re struggling to reach the right decision-makers, LinkedIn audience targeting in Microsoft Ads offers a fresh, effective solution. You’ll get better leads, make smarter use of your budget, and reach your ideal customers with precision.

By combining search intent with professional insights, you’re not just advertising—you’re connecting with the right people when they need your solution most.

Want to see how this strategy could work for your business? Book a free strategy call with our team today! Let’s explore how to optimise your campaigns and start driving better results.