How to target relevant business users on LinkedIn Ads
If you’re running LinkedIn Ads and not seeing results, the issue usually isn’t your creative….. it’s your targeting.
LinkedIn is one of the most powerful B2B advertising platforms available. But it rewards precision. If you try to reach “business owners” or “marketing people” broadly, you’ll burn budget fast. Here’s how I recommend approaching LinkedIn targeting strategically.
1. Stop Relying on Job Titles Alone
Job titles are messy. One company’s “Head of Brand” is another company’s “Marketing Manager.”
Instead, start with Job Function (Marketing, Operations, Finance, Sales) and layer in Seniority (Manager, Director, VP, C-Suite). This keeps your targeting clean and ensures you’re reaching decision-makers rather than juniors who can’t sign off spend.
Think in terms of responsibility and authority — not vanity titles.
2. Use Company Filters to Qualify Buyers
Not all businesses are equal prospects.
Use LinkedIn’s company filters to refine by:
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Company size
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Industry
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Specific target accounts
If you sell higher-ticket services, targeting companies with 200+ employees often performs better than micro-businesses. If you work in a niche (for example, hospitality, SaaS, or ecommerce), filtering by industry dramatically improves relevance.
You don’t just want attention — you want buying power.
3. Layer for Intent
Once you’ve defined role and company, add another layer to sharpen intent.
Use:
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Skills (e.g., “Brand Strategy,” “Performance Marketing,” “Ecommerce”)
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Relevant LinkedIn Groups
Layering signals involvement. It helps you reach people who are actively engaged in the area you’re targeting — not just adjacent to it.
4. Exclude Aggressively
Good targeting isn’t only about who you include. It’s also about who you remove.
Exclude:
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Students
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Entry-level roles
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Competitors
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Existing clients (if prospecting)
Every irrelevant impression costs you money. Clean audiences improve cost per lead.
5. Keep Audience Sizes Healthy
Too broad, and your ads lose impact. Too narrow, and costs spike.
As a general rule, aim for a testing audience between 20,000–80,000 users. Then optimise based on real performance data rather than assumptions.