LinkedIn is a powerful social media platform with over 700 million active users worldwide. It is known for its professional and business-oriented environment, which makes it an ideal place for companies to promote their products and services through ads. However, despite the platform’s popularity, some advertisers may find that their LinkedIn ads are not working as well as they expected.

Are your LinkedIn ads not working?

In this article, we will discuss the top six reasons why your LinkedIn ads may not be performing well and what you can do to fix them. Watch out for the last one, it’s a curved ball and many people don’t know about it.

Mistake 1. Too much competition

One of the reasons why your LinkedIn ads may not be working is that there is simply too much competition on the platform. With so many companies vying for users’ attention, it can be challenging to make your ad stand out. To overcome this issue, you need to create ads that are unique, attention-grabbing, and relevant to your target audience. You can also consider using LinkedIn’s audience targeting options to reach your ideal audience.

Mistake 2. People on LinkedIn are busy

LinkedIn active users (those who should watch your ad) are busy with business networking, looking for partners, clients, and maybe a new job… they don’t have time to watch your ad, in fact, you are possibly bothering them with your ad.  To overcome this, you need to create ads that are short, to the point, and relevant to your target audience’s interests (more about this later). You can also consider using LinkedIn’s Sponsored InMail feature, which allows you to send targeted messages directly to your audience’s inbox. I assume you have a LinkedIn Sales Navigator account if you’re advertising on this platform.

Mistake 3. Targeting the wrong people

Targeting the wrong people is another common reason why your LinkedIn ads may not be performing well. Everybody’s trying to reach the decision-makers within their ideal client base, and that’s exactly the problem, everybody is trying to do that!

Decision-makers (CEOs, CFOs, CIOs, MDs, etc.) are the most targeted people on LinkedIn but they’re also the busiest on the platform and the least likely to engage with your ads.

Here’s what to do instead:

  • Think about who are the people in your clients’ organisation that can influence the decision of the “big boss”
  • Then think one step lower, who are those active team members that usually bring the latest trends into the team and talk to those influencers that can talk to decision-makers
  • These are the two groups of people that you should target
  • The message must be designed for them on the landing page must also be crafted with this purpose in mind
  • If you do this, you will have a small army of people that will eventually make the decision-maker sign


Linkedin ad for non-decison-makers
Linkedin ad for non-decison-makers

Mistake 4. Ad budget too low

If you are not seeing the results you want from your LinkedIn ads, it may be because your ad budget is too low.

Compared to other platforms like Instagram, Facebook, Google, YouTube, LinkedIn ads are usually more expensive per-conversion than any other competitor.

With a low budget, you may not be able to reach enough people to make an impact. To fix this, you need to increase your ad budget or adjust your targeting to ensure that your ads are reaching the right people only.

Mistake 5. Bad landing page

Even if your LinkedIn ads are well-crafted and targeted, they may not be effective if your landing page is not up to par. A bad landing page can deter potential customers from engaging with your brand and can negatively impact your ad’s performance. To overcome this issue, you need to create a landing page that is relevant to your ad’s message and provides a seamless user experience.

The landing page must be designed specifically for the target audience that is watching your ads.

If you use a generic landing page for your ads, it’s like throwing a lot of food in the water to catch big fish and then you tried to capture them with a net that has holes bigger than the fish. You’re just wasting money and time.

Mistake 6. The most important mistake in Linkedin Ads!

 Finally, the mistake that most LinkedIn advertisers do and don’t even realise it: it has been demonstrated that when a LinkedIn user sees an ad on the platform, they click on the advertiser’s profile to see who is the company behind the ad.

If the company page (your company page) does not have enough followers or linked employees on the advertiser’s LinkedIn page, the potential client will not engage with the ad.

THIS IS HUGE: I learnt this years ago while talking with a consultant at LinkedIn.

Not having enough followers or linked employees on your LinkedIn page will 100% negatively impact your ad’s performance. This is because users may be less likely to engage with your brand if they do not see that other people are following or engaging with your page. To overcome this, you need to build your LinkedIn page’s following by sharing relevant content, engaging with your audience, and encouraging your employees to link to your page.

There are other tactics to fix this problem and I will discuss them in another article.


In conclusion, there are several reasons why your LinkedIn ads may not be working. These include too much competition, targeting the wrong people, having a low ad budget, using a bad landing page, and not having enough followers or linked employees on your LinkedIn page. By addressing these issues, you can improve your ad’s performance but my recommendation is to diversify your marketing budget when it comes to B2B ads. There are also other, more cost-effective ways to reach your clients.