Advertising on LinkedIn

With nearly 700 million active users in 2020, LinkedIn has gradually evolved from a networking platform among various professionals to one of the most popular social networks. This trend is also observed in Bulgaria, where the user base in the platform is constantly growing.

The peculiarities of consumer behavior and the information that people share in their profiles provide a wide range of opportunities for precise targeted advertising. LinkedIn advertising allows you to reach the users you want, targeted by industries, companies, positions, functions, professional skills and experience, education, interests and demographics.

This makes LinkedIn advertising one of the must-see channels not only for B2B companies, but also for some B2C companies, as well as for representatives of the NGO sector, universities and a number of other organizations.

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What experience do we have in LINKEDIN advertising?

Our main focus on LinkedIn is to increase sales and generate new leads for our customers. For this purpose, we often use campaigns optimized for conversions or lead generation.

We always recommend that targeted campaigns be accompanied by engaging and remarketing campaigns that develop and maintain the interest of some of the most important business users – those who are already in the funnel and know the brand – your followers, customers and people who have interacted with your digital assets.

Why LINKEDIN advertising?

The most important reason to choose LinkedIn advertising is the ability to reach a precisely targeted audience of different professionals.

The main advantages of LinkedIn are:

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Four out of five users in the platform participate in the business decisions of their companies. This allows you to deliver your advertising message to the right people – the so-called decision makers.

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The conversion rate of the leads generated by LinkedIn is 3 times higher than other major advertising platforms.
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LinkedIn has been selected for 3 consecutive years as the social network that users trust the most. This allows you to build a loyal audience and create a stronger connection between consumers and the brand.
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Your competitors are active on LinkedIn. By delaying your online presence, you allow them to be more active there and grow their audience and business.

In recent years, the following trends and directions of development of LinkedIn have been observed:


  • Improvements and new features in Campaign Manager.
  • Messaging is becoming an increasingly popular way to communicate between consumers and brands. In connection with this trend, LinkedIn has included two new advertising formats – message ad and conversation ad.
  • New user interface and the inclusion of Story format.
  • Videos are becoming more and more popular with users.

What services does LINKEDIN advertising include?

LinkedIn advertising management includes several stages, which we consider as separate services:

Advertising strategy

Defining campaign goals, appropriate types of advertising and formats for their implementation.

Media plan and budgeting

Planning the different types of advertising, their distribution during the campaign period and estimating the expected results.

Ad Management Service

Create an advertising account, LinkedIn Insight Tag, different types of audiences according to the goals of the campaigns and other services related to their implementation.

Reports and Statements

Interim reports and final report summarizing the overall performance of the campaign. Detailed analysis of the achieved goals, drawing key conclusions from the campaign and recommendations for further activations.

What steps does advertising in lINKEDIN involve?


Research and analysis of business, product, competitors and customers


Choosing the appropriate type of advertising formats according to the campaign strategy


Budget allocation between different types of formats


Monitoring and analyzing user behavior and optimizing campaigns


Build advertising messages and visions for each stage of the user path of users


Creating appropriate target audiences

The main types of advertising on LINKEDIN


The main format for advertising on LinkedIn is the advertising of posts. It appears as a standard post that users see on the page most viewed by visitors - their feed, similar to Facebook.


With it you can show from 2 to 10 different pictures in one ad. Each vision can have a separate link, which allows you to show different products, give more information about each of them or develop a story between the different visions.


Videos are the perfect way to show or tell more about a brand, product or service. With their movement and sound they grab the attention of consumers. The length of the video and its display locations may vary depending on your goals.


Very easy to create ads that do not require a specially designed visual design. They can be paid based on impressions or clicks.


They allow you to collect information about users who are interested in your products or services by filling out a data form directly on LinkedIn. Enable CRM integration.


Extremely personal format, because the user receives the advertising message directly in their personal messages. The format allows the inclusion of a banner to the right of the message. It is paid only on the delivered message.


The format is similar to Message Ads. The difference is that it is more interactive because more than one call-to-action can be involved. Thus, potential customers have a choice of content and offers and can choose those who interest them.


Customized ads, including LinkedIn profile data for targeted users - such as their profile picture, company name, job title, and more.