Glossary: LinkedIn Ads

Every key term from the course, in plain English. When a lesson says a word you don't know, it lives here.

The B2B Math Test

The four-number viability check: deal value × close rate × landing-page conversion rate = your maximum affordable CPC. If it beats LinkedIn’s typical $5–$12 CPC, the channel can work for you.

The Precision Stack

Layering three targeting dimensions — who (job titles), where (company size and industry), context (geography and seniority) — until your audience is a few thousand of exactly the right people.

The Retargeting Net

The three-layer catch system: website retargeting via the Insight Tag, engagement retargeting of video viewers and page engagers, and contact retargeting of uploaded email lists.

CPC

Cost per click: what you pay each time someone clicks your ad. On LinkedIn, typically $5–$12 in B2B niches — expensive, but aimed with precision.

CTR

Click-through rate: clicks divided by impressions. Healthy sponsored content runs 0.4–0.6%. Below 0.25%, the creative or targeting is wrong.

CPL

Cost per lead: total spend divided by leads generated. The number that delivers the final verdict on whether a campaign lives or dies.

Campaign Manager

LinkedIn’s advertising platform where you build, launch, and manage campaigns. Structure: ad account → campaign group → campaign → ads.

Sponsored Content

Ads that appear natively in the LinkedIn feed — single image, carousel, or video. The workhorse format; where most advertisers should start.

Message Ads

Ads delivered directly to a prospect’s LinkedIn inbox. 50%+ open rates, higher cost per send — best for high-intent offers to small, precise audiences.

Lead Gen Forms

LinkedIn’s native pre-filled forms. Convert 2–3x higher than landing pages because friction is near zero — but the leads are colder.

Insight Tag

The tracking code installed on your website that powers LinkedIn retargeting. Install on day one — audiences take time to fill.

Matched Audiences

Uploaded lists of companies or contacts that LinkedIn matches to real profiles. The engine of account-based marketing on the platform.

ABM

Account-based marketing: hand-picking 50–500 target companies and aiming every ad dollar at them, instead of fishing broadly.

Cost Cap

A bid strategy where you set a target cost per result and LinkedIn tries to hit it. More control than maximum delivery — but set it below market rates and nothing delivers.

Frequency

The average number of times one person has seen your ad. Past 3–4 with sliding CTR, your creative is fatiguing — time for fresh hooks.