LinkedIn Ads Course
The B2B LinkedIn Ads course for reaching the people who sign. Target the whole buying committee, measure past the form and judge every pound on pipeline, not clicks.
- 6 Modules
- 29 Lessons
- 6 hrs
- Certificate of completion
- 100% online
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A Practical Online LinkedIn Ads Course For B2B
Learn LinkedIn Ads Online, At Your Own Pace
This is the B2B course in our paid advertising courses: six modules, 29 written lessons and around six hours on the one major platform where you can pick out a finance director by her job. Like all our online digital marketing courses, it's 100% online and self-paced. You'll set up an account the business owns, target decision-makers without over-narrowing and choose formats that earn their place, from Thought Leader Ads to Lead Gen Forms.
Why does it matter? Your first LinkedIn cost per click will look like a typo, and most advertisers pay it for cheap clicks, form-fillers and one persona when a whole committee decides. This LinkedIn advertising training does the maths first: what a lead is worth, how to track it into pipeline with the Insight Tag and Conversions API, and how to win over every buyer in the group. New to paid ads? Start with Paid Advertising Foundations, then make every pricey click count with Landing Pages For Paid Traffic.
Who This Paid Advertising Course Is For
- B2B marketers who need LinkedIn leads the sales team actually wants to call
- Owners of businesses that sell to businesses, wondering if LinkedIn is worth the cost
- Google or Meta advertisers adding LinkedIn and wary of its higher click prices
- Consultants and service firms who need to reach decision-makers by job, seniority and company
The problem it solves
LinkedIn clicks are dear, and most advertisers spend them on cheap leads and one persona while a whole committee decides.
What you'll be able to do
Reach the whole buying committee, track leads past the form into pipeline and know the most you can afford to pay for a lead.
Best for
B2B marketers and owners who sell to businesses and want leads that close.
What You'll Learn On This Paid Advertising Course
- 1LinkedIn Ads FoundationsAccounts the business owns, objectives that match the result, and the maths that says whether LinkedIn is worth it at all
- 2Targeting Decision-MakersHow to turn 'who buys from us' into settings that reach the whole committee, not just the person who loved the demo
- 3LinkedIn Ad FormatsFrom Thought Leader Ads to Lead Gen Forms and inbox messages: which formats earn their place, and which you can safely ignore
- 4Tracking & Measurement on LinkedInLinkedIn clicks cost too much to fly blind, so here's how to measure past the form and into the pipeline
- 5The B2B Funnel on LinkedInA funnel for buyers who take months to decide and arrive as a committee, built so every stage hands on to the next
- 6Creative, Bidding & OptimisationThe levers you'll pull every week, from human creative to sensible bids, and the mistakes that waste the most money
Inside The LinkedIn Ads Course — Every Module
All 6 modules and 29 lessons, with a taste of what each one hides. Click any module to open it up.
1Module 1 — LinkedIn Ads Foundations
Accounts the business owns, objectives that match the result, and the maths that says whether LinkedIn is worth it at all.
Lesson 1.1 — Why LinkedIn for B2B (and when it's worth the cost)
- What LinkedIn sells that no other major platform can match, and the price tag that comes with it.
- The three-question test that tells you whether LinkedIn is worth it before you spend a penny.
- Why one bookkeeping company passes the 'is it worth it?' test and fails it at the same time.
Lesson 1.2 — Setting up: your Page, Campaign Manager, Business Manager and access
- Why whose profile creates the ad account matters long after everyone's forgotten who clicked the button.
- The Campaign Manager roles, and why everyone should get the lowest one that still lets them do the job.
- How Business Manager lets agencies in as partners without ever handing over the keys.
Lesson 1.3 — How LinkedIn Ads are structured
- What LinkedIn's late-2025 renaming changed, and what you now set at each level of the account.
- Why every ad set gets one format, and how few ad sets a B2B account really needs.
- When one campaign budget beats separate ad set budgets, and the catch that rules it out for some formats.
Lesson 1.4 — Objectives and the buyer's journey on LinkedIn
- How a webinar campaign collected 400 reactions and a handful of registrations, doing exactly what it was told.
- The click you can't take back once a campaign goes live, and why it decides who LinkedIn finds.
- Why what you pay for on LinkedIn depends on the objective you pick, not just the bid you set.
Lesson 1.5 — Understanding LinkedIn's higher costs
- Why LinkedIn's clicks cost what they do, and how the dearer click can turn out to be the bargain.
- How to work back from what a customer is worth to the most you can afford for a lead.
- The 'average LinkedIn cost per click' headlines, and why they're one benchmark to cheerfully ignore.
Lesson 1.6 — Campaign Manager tour and boosting
- The handful of Campaign Manager tools that save hours, once you know where they live.
- How to read forecasted results and audience size before you spend, rather than after.
- What the LinkedIn Ad Library reveals about competitors' offers, and the old ads of your own it might turn up.
2Module 2 — Targeting Decision-Makers
How to turn 'who buys from us' into settings that reach the whole committee, not just the person who loved the demo.
Lesson 2.1 — LinkedIn's targeting: job title, function, seniority and company
- Why typing 'operations director' into the job title box also finds hospitals, hauliers and start-ups.
- Job titles, function plus seniority, or skills? How to pick the cleanest way to describe each buyer.
- The location setting that stops you paying to reach overseas visitors at a London trade show.
Lesson 2.2 — Matched Audiences and account-based marketing
- The sales director's spreadsheet of 1,200 target firms that nobody had ever pointed an ad at.
- How to see which target accounts are warming up before any of them fills in a form.
- The housekeeping rule that quietly archives any audience you haven't touched for a month.
Lesson 2.3 — Buying Group targeting and reaching the whole committee
- How a deal the operations director loved died quietly in the finance director's inbox.
- What LinkedIn's Buyer Groups targeting does well, and where you'll have to build the committee yourself.
- Why the finance director and IT each need their own message and their own proof.
Lesson 2.4 — Building and layering audiences without over-narrowing
- How eight sensible targeting boxes added up to an audience of about 900 people.
- The frequency sum that shows how often a small audience will really see your ad.
- Why Audience Expansion and predictive audiences should be switched on by decision, never by default.
Lesson 2.5 — Privacy, policies and what you can't target
- Why a list bought at a trade show in 2019 isn't the same as your client list when it comes to uploading.
- The targeting you must leave alone in ads for jobs, housing, education and credit.
- Which EU rules stop at the UK border, and what still applies to a UK-only campaign.
3Module 3 — LinkedIn Ad Formats
From Thought Leader Ads to Lead Gen Forms and inbox messages: which formats earn their place, and which you can safely ignore.
Lesson 3.1 — Sponsored Content (single image, video, carousel, document)
- Why LinkedIn asks for a format before a single word of copy, and how to choose by job, not habit.
- The gate on a Document Ad: when it turns readers into leads, and when it simply stops them reading.
- The 2026 specs that trip people up, including the vertical image that never shows on desktop.
Lesson 3.2 — Thought Leader Ads: the best-value format
- The myth that Thought Leader Ads always beat Company Page ads, and the test that settles it for you.
- How to sponsor posts from people outside your company, and the approval they have to give first.
- Which voices to put money behind, and how to write a post that works as both a post and an ad.
Lesson 3.3 — Lead Gen Forms and frictionless conversion
- Why a two-tap, pre-filled form is both LinkedIn's biggest opportunity and its neatest trap.
- How the form with dearer leads won where it mattered — and left the sales team fewer calls to make.
- The deadline after which LinkedIn deletes your leads, and why you should never get anywhere near it.
Lesson 3.4 — Message and Conversation Ads
- The 'Hi Sam, hope you're well!' problem, and how to send an inbox ad people are glad to get.
- Why you're charged for every send, not every open, and what that means before you message 3,000 people.
- The consent rule that applies to members in the EEA and Switzerland but stops short of the UK.
Lesson 3.5 — Event, video and other formats
- Which of LinkedIn's newer premium buys a small B2B budget can safely ignore, for now.
- How to make video work in a silent, autoplaying feed where the opening seconds carry the weight.
- What Event Ads can do for a LinkedIn Event, and what you can and can't measure afterwards.
4Module 4 — Tracking & Measurement on LinkedIn
LinkedIn clicks cost too much to fly blind, so here's how to measure past the form and into the pipeline.
Lesson 4.1 — The Insight Tag and conversion tracking
- How a week of 63 'conversions' turned out to be mostly people reading the price list.
- Why a generous view window can credit LinkedIn with demo requests that really came from a trade show.
- The attribution setting LinkedIn recommends for B2B, and why it makes your ad set totals add up to too much.
Lesson 4.2 — The Conversions API and CRM integrations
- Why a student collecting free guides and an HR director look identical to Campaign Manager.
- The click ID worth capturing at the form, so LinkedIn can learn which leads became customers.
- How many qualified leads you need to send back before LinkedIn can start optimising for them.
Lesson 4.3 — Measuring leads, pipeline and lead quality
- Why pausing the ad set with the dearer leads would have been exactly the wrong call.
- The difference between pipeline LinkedIn influenced and pipeline it actually caused.
- How to put a ceiling on every stage from lead to won deal, so you know when to act.
Lesson 4.4 — Reading Campaign Manager reports
- Why a 0.6% click-through rate can't tell you whether a campaign is any good, and what can.
- The eight or so columns worth saving, out of the hundred Campaign Manager will cheerfully show you.
- How to read a demographics report that's approximate by design without being misled by it.
5Module 5 — The B2B Funnel on LinkedIn
A funnel for buyers who take months to decide and arrive as a committee, built so every stage hands on to the next.
Lesson 5.1 — TOFU: thought leadership and awareness
- 'We'd never heard of you': the reason a software firm keeps losing deals it never knew it was in.
- The 95:5 rule, and what it means for how much of your budget chases people who aren't buying yet.
- How often a named audience needs to see you, and how to work out what that will cost.
Lesson 5.2 — MOFU: lead magnets, webinars and capture
- Why a free consultation offered to strangers fell flat, even though nothing was wrong with the offer.
- When to gate a Document Ad and when to give it away, and the test of an offer worth a work email.
- How to price a webinar built on LinkedIn Events in consultations, not registrations.
Lesson 5.3 — BOFU: retargeting, demos and case studies
- The 300 pricing-page visitors a month that nobody had ever followed up.
- Why proof works best cut by role, so the finance director sees a case study written with her in mind.
- The hand-off from ad to sales that decides whether a warm lead stays warm.
Lesson 5.4 — Matching formats to funnel stages
- Why an account with one of everything can still add up to nothing, and how to wire the stages together.
- How to split a LinkedIn budget across the funnel, whether you're spending hundreds a month or thousands.
- The audience rules that quietly move people from one stage to the next.
6Module 6 — Creative, Bidding & Optimisation
The levers you'll pull every week, from human creative to sensible bids, and the mistakes that waste the most money.
Lesson 6.1 — Creative that works on LinkedIn (authentic beats polished)
- Why a phone photo of a crowded whiteboard gets read while a polished stock shot gets scrolled past.
- How fast small B2B audiences tire of your ads, and the refresh rhythm that keeps you ahead of them.
- What LinkedIn's AI drafting tools are good for, and the claims you'll need to strip out before anything runs.
Lesson 6.2 — Bidding and budgeting on a premium platform
- How a 'safe' manual bid of a few pounds a click left a law firm's ads barely showing for a week.
- When to add a cost cap, and how to set it from your own working limit rather than a guess.
- Whether the LinkedIn Audience Network deserves your money, and the number to settle it on.
Lesson 6.3 — LinkedIn's AI tools and automation settings
- What changed when LinkedIn retired Accelerate, and why its automation didn't go anywhere.
- The switches that start switched on in every new build, and why each one is still your decision.
- How a fair test of Auto-Targeting can find cheaper leads and still leave the real question open.
Lesson 6.4 — Testing and optimising LinkedIn campaigns
- Why 'the guide ad wins by 100%!' after one week is usually just chance dressed up as insight.
- The ad Campaign Manager crowns the winner, and why it can still lose where it counts.
- Which of the three levers to pull for each symptom, and a monthly routine that won't reset your results.
Lesson 6.5 — Common LinkedIn Ads mistakes (and how to avoid them)
- The thirteen mistakes that waste the most LinkedIn money, and the unreviewed defaults behind many of them.
- A monthly health check where every 'no' becomes your next job, on any account you run.
- What happens after the expensive click, and why that's exactly where Course 07 picks up.
Which Package Is The LinkedIn Ads Course In?
One Of 9 Online Paid Advertising Courses
You'll find the LinkedIn Ads course inside the Ultimate package — or take it on its own as a single online paid advertising course.
Flexible Online Learning & Friendly Dedicated Tutors
Choose between self-paced syllabus study, live weekly group coaching sessions, or intensive coaching with built-in career opportunities.
Online Self-Paced
Learn on your own schedule
Develop industry-leading skills entirely on your own schedule. Enjoy permanent access to pristine video guides and professional tutor review workflows.
- Your chosen course package(s)
- Professional, fun and easy-to-use learning platform
- Student support 7 days a week
- Tutor-marked assessments
- Official certification pathways
Blended Learning
Self-paced + live group coaching
Get the best of both worlds. Learn at your own pace while joining live sessions and workshops to stay on track.
- Lifetime access to help with real work after you qualify
- A free monthly live workshop on broad marketing strategy
- Private community access for peer support
- Voice channel for networking & work sessions
Coaching Intensive
Maximum support, tailored to you
The ultimate accelerated path. Partner directly with dedicated marketing experts to map bespoke campaigns and secure direct agency placements.
- 2× live weekly intensive coaching sessions with our founder & expert coaches
- Exclusive access to a premium space for Coaching Intensive members
- Priority access to support, our founder and coaches
- Real-life job opportunities
- Real-life networking opportunities
Choose Your Paid Advertising Course Package
Bundle up and save versus buying courses individually. Pick the learning style that suits you — switch below to see each price.
Essentials
The core skills to plan, launch and run profitable campaigns on Meta.
Self-Paced (one-off)
Platform access · tutor support · community · tutor-marked assessments
5 courses included
- 01. Foundations
- 02. Strategy & Funnel
- 03. Ad Creative
- 04. Google Ads
- 05. Meta Ads
- 06. LinkedIn Ads
- 07. Landing Pages
- 08. AOV & ROAS
- 09. Testing & Scaling
Elite
Everything in Essentials, plus Google Ads and the testing that scales what works.
Self-Paced (one-off)
Platform access · tutor support · community · tutor-marked assessments
7 courses included
- 01. Foundations
- 02. Strategy & Funnel
- 03. Ad Creative
- 04. Google Ads
- 05. Meta Ads
- 06. LinkedIn Ads
- 07. Landing Pages
- 08. AOV & ROAS
- 09. Testing & Scaling
Ultimate
Every paid advertising course we make — the complete, no-gaps arsenal.
Self-Paced (one-off)
Platform access · tutor support · community · tutor-marked assessments
All 9 courses
- 01. Foundations
- 02. Strategy & Funnel
- 03. Ad Creative
- 04. Google Ads
- 05. Meta Ads
- 06. LinkedIn Ads
- 07. Landing Pages
- 08. AOV & ROAS
- 09. Testing & Scaling
Struck-through prices show the equivalent value bought separately — courses at £149 each, plus the live coaching on Blended and Intensive — so every package saves you the same amount on all three tiers. Prices are one-off, per package.
Official Certificate Pathways
Get official certifications and bonus resources from the likes of Google, HubSpot, Anthropic and more to boost your CV and accelerate your career.
How We Build Our Paid Advertising Courses
Each academy program is structured to pack pure actionable utility, combining theoretical curriculum, verified demos, and certified tutor feedback.
Spec Content
Professionally written lessons that are easy to understand, fun to learn, and jam-packed with valuable information.
Knowledge Checks
Test your skills after every lesson with exciting & challenging multiple-choice questionnaires.
Official Certifications
Expand your knowledge further with structured pathways to official certifications from industry-recognised leaders like Google, HubSpot, and more.
On-Demand Support
Messaging, community, group Q&As or Coaching Intensive — we look after everyone.
Marked Assessments
Do what we teach, get marked with feedback, and earn a real certificate at the end of it all.
We're Making Education Fun Again
Our LinkedIn Ads Course is built like a game. You open one quick lesson, and an hour later you're still going: keeping your streak alive, unlocking achievements and levelling up through buying-committee targeting, Thought Leader Ads and the maths of what a lead is really worth. Every lesson ends with a knowledge check, so the XP you earn means something. We built it to keep you coming back on purpose, because the sooner you finish, the sooner you can put LinkedIn's dearer clicks to better use.
LinkedIn Ads Course — Frequently Asked Questions
Straight answers to the questions B2B marketers ask before they enrol on our LinkedIn Ads training.
More About Our Online Paid Advertising Courses
Can I learn LinkedIn advertising online at my own pace?
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Download The Full Paid Advertising Curriculum
Get the complete 250-lesson breakdown across all 9 paid advertising courses — every module, every lesson — sent straight to your inbox. Or enquire and we'll help you choose the right paid advertising course or package.
