How to top up your LinkedIn ad account and why advertising on the platform is crucial for business

LinkedIn has evolved from a simple job search and networking site into a powerful platform for business opportunities. It’s not only a place for establishing professional connections but also a key tool for promoting your brand, increasing sales, and attracting new clients. However, are Ukrainian companies fully leveraging its potential? How can you top up your LinkedIn ad account and what advantages does it offer for business? Let’s explore these opportunities in more detail.

Interesting facts about LinkedIn

LinkedIn is one of the most well-known platforms for professional communication and career development. Since its inception, it has become not only a place to search for jobs but also a powerful tool for business. Here are some key facts that highlight its significance in today’s world:

1. Founded and growth: LinkedIn was launched in May 2003 by Reid Hoffman. In 2016, Microsoft acquired the company for $26.2 billion, and since then, LinkedIn continues to operate as a subsidiary, integrating products like Office 365 and Teams.
2. 930 million users worldwide: LinkedIn has over 930 million registered users across more than 200 countries, with more than 200 million in Europe alone.
3. Professional audience: more than 58 million companies use LinkedIn to post job listings, promote content, and attract talent.
4. High-income audience: LinkedIn allows targeting users with higher income levels, significantly exceeding the average across other social networks.
5. User engagement: every day, about 280,000 new posts are published, with 40% of users visiting the platform daily. 

LinkedIn isn’t just a social network but a powerful tool for professional development and business opportunities.

Why businesses need LinkedIn advertising

As of 2024, LinkedIn has approximately 3 million active users in Ukraine. The platform is a vital tool for professional communication and an essential resource for companies operating in the B2B segment. Here are some compelling reasons to invest in LinkedIn’s advertising opportunities:

1. Precise professional targeting. LinkedIn allows ads to be targeted by criteria unavailable on other platforms, such as job titles, industries, skills, and work experience. This enables you to reach decision-makers directly.
2. High-quality audience. Users typically have higher income levels and are more focused on professional growth, making the platform appealing to business-oriented audiences who may become clients or partners.
3. Lead generation tools. LinkedIn offers lead gen forms that allow users to submit their information directly through the platform, simplifying the conversion process from ad view to submission.
4. Business-oriented environment. Unlike other social networks, where users seek entertainment, LinkedIn’s audience is more career and business-focused, making it especially attractive for B2B advertising. 

LinkedIn opens doors for businesses to unique opportunities for growth and development. Here, there’s no room for random encounters—every connection, every interaction is valuable, as your audience isn’t just scrolling through a feed, but actively seeking new opportunities, partnerships, and solutions. LinkedIn is a business environment where advertising budgets are not just spent but invested in future deals and long-term relationships.

Businesses operating here become part of the professional elite, driven by growth and innovation. Whether you’re seeking new clients, partners, or talent, LinkedIn helps you stay on the right path when it comes to real business opportunities.

So, if your business is focused on growth, new connections, and significant opportunities, LinkedIn should be one of your strategic tools. Where there are professionals, there’s the future of your brand.

What to know about LinkedIn advertising

Before diving into LinkedIn advertising, it’s important to understand the formats the platform offers. These include:

1. Sponsored content — this format appears in users’ news feeds, making it feel natural and less like intrusive advertising. Terms:

• format: posts with images, videos, or carousels;
• minimum bid: from 2 USD;
• usage: ideal for building brand engagement and driving traffic.

2. Message ads — direct, personalized messages sent to users’ inboxes. Terms:

• minimum bid: from 6 USD;
• usage: for direct contact with your target audience.

3. Text ads — short ads displayed in the sidebar of LinkedIn. Terms:

• minimum bid: from 2 USD;
• usage: suitable for budget-friendly ad campaigns.

4. Video ads — videos in the news feed, allowing you to convey complex ideas or tell your brand’s story. Terms:

• minimum bid: from 6 USD;
• usage: great for explaining products or services.

5. Lead gen forms — built-in forms for collecting contact details, allowing users to quickly submit information without leaving the platform. Terms:

• minimum bid: from 10 USD;
• usage: best for generating leads.

LinkedIn provides advertisers with the ability to effectively target users on mobile devices, which is crucial as most of the platform’s audience engages through mobile apps. With mobile targeting, you can reach those using LinkedIn on smartphones or tablets by customizing campaigns based on parameters like location, industry, job title, or even device type, making the ads more personalized.

The minimum daily campaign budget on the platform starts at 10 USD, and you can choose the payment method that best suits your goals: either cost-per-click (CPC) or cost-per-thousand impressions (CPM).

The key to LinkedIn advertising is a strategic approach and understanding that every format can become your ally in achieving business goals. Your ads here don’t just display — they speak to those who are truly listening.

How to top up your LinkedIn ad account?

It’s a straightforward process once you understand it, but it can vary depending on your needs and circumstances. Let’s take a look at the most popular methods for doing this.

Credit/Debit Cards (Visa, Mastercard)

This is the simplest and most common way to top up your advertising account on LinkedIn. You can add your card to the advertising dashboard, and all payments will be processed quickly and securely. This method allows for flexible management of advertising expenses, as you can top up your account at any time and track all transactions in one place.

It is particularly convenient that you can set up automatic payments to avoid any lapses in your advertising campaigns. However, considering Ukrainian legislation, a 20% VAT is added to the total amount due to the digital services law, which may slightly increase your costs.

PayPal

For those looking for an alternative way to top up, PayPal is an excellent option. It is a convenient and secure payment system suitable for those working with international transactions or who prefer not to use bank cards.

PayPal allows users to easily manage their advertising budgets by making payments from any country directly through their account. This method is also suitable for freelancers or small businesses looking to control their expenses through a centralized system.

Legal Entities (VAT-Inclusive Payments)

For companies operating through legal entities, LinkedIn offers the option to pay via bank transfers, including VAT. This is convenient for businesses that comply with all accounting requirements and need appropriate reporting for tax authorities.

Payment through a legal entity allows for obtaining all necessary closing documents, such as invoices and completion certificates, which simplifies accounting. VAT is also accounted for in such payments, helping businesses report transparently to the tax service. This method is best suited for medium and large companies that regularly spend significant amounts on advertising and maintain detailed financial reporting.

Payment Intermediaries (e.g., Billing.Media)

There are also specialized intermediary companies, such as Billing.Media, that assist businesses in Ukraine in streamlining the payment process for advertising services on international platforms, including LinkedIn. They provide support for payments through Ukrainian legal entities and ensure all necessary accounting documents, including invoices that include VAT.

This is a convenient option for those looking to minimize formal difficulties and ensure full compliance with Ukrainian legislation. By using the services of such intermediaries, companies can focus on their advertising strategies without worrying about taxation and reporting issues.

Invoices

LinkedIn offers the option to pay through invoices for large advertisers, allowing centralized payment for all campaigns once a month. Invoices are issued based on expenses, and payment is made via bank transfer. This is a convenient method for companies with substantial budgets and strict reporting requirements.

LinkedIn provides flexible funding options for both large corporations and small businesses, paving the way for new opportunities on a global scale.

How to optimize your advertising budget on LinkedIn?

Advertising on LinkedIn can be somewhat more expensive than on other platforms, but that doesn’t mean you can’t get the most out of your investments. Here are some tips for optimizing your advertising expenses:

1. Set Clear Campaign Goals. Before launching your ads, determine what you want to achieve: more leads, website traffic, brand awareness? Choosing the right goal will help optimize costs.
2. Test Formats and Creatives. Use A/B testing to find out which content works best for your audience. Experiment with different images, videos, texts, and calls to action.
3. Utilize Retargeting. Bring back those who have already interacted with your brand using retargeting. This will help increase conversions without increasing your advertising budget.
4. Choose the Right Timing and Frequency. Don’t show your ads too often, but don’t make them too rare either. An optimal frequency will help your audience remember your brand without overwhelming them.
5. Try Lead Gen Forms. These forms shorten the user’s path to conversion, as they are filled out directly on LinkedIn, increasing the likelihood of successful interaction.

LinkedIn is a platform with exceptional opportunities for business promotion, especially in the B2B sector. Its advertising tools allow you to reach your target audience, including professionals, executives, and decision-makers. The process of funding your advertising account is simple and tailored to the needs of Ukrainian companies, providing convenient payment methods for effective use of the platform.

Whether you’re just starting your advertising campaign or already have experience on other platforms, LinkedIn can become your strongest weapon in the battle for the attention of professionals.