When it comes to B2B marketing, LinkedIn is one of the most powerful platforms for reaching decision-makers and professionals. But even with its robust targeting tools, advertisers can still struggle to get their content in front of the right audience at the right time. That’s where LinkedIn Predictive Audiences come in. This feature uses artificial intelligence and machine learning to help you automatically find and reach people who are most likely to take your desired action.
LinkedIn Predictive Audiences analyze the data you already have, whether it comes from your CRM or the conversion activity happening on your website. By finding trends within that information, LinkedIn automatically builds a new audience made up of people who share similar behaviors and are more likely to take action. This goes far beyond traditional targeting methods like job titles or company size, giving you access to users who are actively demonstrating interest. At the same time, all data used in this process is encrypted, anonymized, and aggregated to protect user identities. The feature meets GDPR and CCPA requirements, meaning you can take advantage of more intelligent targeting while still maintaining strict privacy standards, which is especially important when working with sensitive industries or government-regulated clients.
This data-driven approach can significantly optimize your campaigns. For one, it saves time on audience research and reduces guesswork. More importantly, it improves the quality of your leads. Because Predictive Audiences are built based on your own historical performance, they allow your ads to reach users who are more aligned with your past conversions. This means you can expect to see higher click-through rates and stronger return on ad spend. For example, our agency tested running a lead gen campaign for a client promoting the download of a whitepaper, first with standard audience targeting and then with only predictive audience targeting. As a result, cost per lead decreased by 70%, click-though rate increased by nearly 100%, and clicks increased by 33%.
Incorporating Predictive Audiences into your strategy also allows for continuous improvement. As you generate more leads and conversions, LinkedIn’s system becomes smarter, further refining your audience over time. This closed-loop system ensures that your campaigns are always evolving based on real-world results, not static assumptions.
Worth Exploring
If you’re running LinkedIn campaigns and want to take the next step toward smarter targeting and better performance, Predictive Audiences are worth exploring. They combine the power of AI with LinkedIn’s rich professional data to help you reach the people most likely to engage with your brand. By leaning into automation and insights, you can unlock better results and grow your impact without increasing your budget.