Reaching the right decision-makers is more critical than ever for B2B marketers, and LinkedIn Profile Targeting in Microsoft Ads offers a powerful way to do just that. By harnessing real LinkedIn data, including company, industry, and job function, this feature enables advertisers to deliver highly relevant messages to professional audiences across Microsoft’s expansive network.
With new enhancements rolling out in 2025, including broader campaign compatibility and deeper reporting, LinkedIn Profile Targeting has become an essential tool for brands aiming to boost engagement, generate quality leads, and drive measurable results. In this guide, you’ll learn about the latest updates, step-by-step setup, and advanced strategies to make the most of this unique targeting capability.
What Is LinkedIn Profile Targeting in Microsoft Ads?
LinkedIn Profile Targeting is a unique audience feature within Microsoft Ads that allows advertisers to reach users based on their professional attributes as listed on their LinkedIn profiles. Unlike standard demographic or interest targeting, this capability leverages verified LinkedIn data such as company, industry, and job function. This gives marketers a direct line to the professionals who matter most to their business goals.
With LinkedIn Profile Targeting, you can:
- Target by Company: Reach employees of specific organizations, whether you are focusing on key accounts or excluding competitors.
- Target by Industry: Tailor your campaigns to professionals working within industries most relevant to your products or services.
- Target by Job Function: Deliver messages to users with specific roles or responsibilities, such as IT, marketing, finance, or executive leadership.
This integration is exclusive to Microsoft Ads and provides a competitive advantage for B2B campaigns by ensuring your ads are seen by the right people in the right business context at the right time. As of 2025, this feature supports a wider range of campaign types and offers even more granular targeting options, making it a cornerstone for any results-driven digital marketing strategy.
What’s New with LinkedIn Profile Targeting in 2025?
The capabilities of LinkedIn Profile Targeting in Microsoft Ads have expanded significantly in 2025, making it even more valuable for marketers who want to reach professional audiences with precision and efficiency. Here are the key updates and enhancements you should know about this year:
- Performance Max Campaign Integration: LinkedIn Profile Targeting is now available in Performance Max campaigns, allowing you to leverage professional targeting across multiple channels, including search, display, and native placements. This integration helps you maximize reach and conversions while maintaining audience relevance.
- Expanded Targeting Attributes: In addition to company, industry, and job function, some accounts now have access to new targeting filters such as job seniority and company size. These options allow for even more granular audience segmentation and campaign customization.
- Broader Regional Availability: Microsoft has rolled out LinkedIn Profile Targeting to more countries and regions, making it accessible to a larger number of advertisers worldwide. Always check your account to confirm the latest availability in your target markets.
- Enhanced Reporting and Analytics: The reporting dashboard now offers deeper insights into LinkedIn-targeted segments. You can track performance metrics like impressions, clicks, conversions, and cost per acquisition by LinkedIn attribute, helping you optimize campaigns with greater confidence.
- Improved Audience Layering: You can now more easily combine LinkedIn Profile Targeting with other audience signals, such as remarketing lists and custom audiences. This allows for advanced targeting strategies and better campaign performance.
Step-by-Step Guide: How to Set Up LinkedIn Profile Targeting in Microsoft Ads
Setting up LinkedIn Profile Targeting in Microsoft Ads is straightforward and can be done in just a few steps. Here’s how you can start reaching the right professionals for your campaigns in 2025:
- Choose Your Campaign Type
Select or create a campaign that supports LinkedIn Profile Targeting: Search, Audience, Shopping, or Performance Max. - Go to Campaign Settings
Within your chosen campaign, navigate to the settings section. LinkedIn targeting options are typically found under “Settings.” - Add LinkedIn Profile Attributes
Look for the LinkedIn targeting section and select your preferred attributes:- Company (up to 1,000 per campaign)
- Industry
- Job Function
- (If available) Job Seniority and Company Size
- Set Bid Adjustments
Use bid adjustments to prioritize high-value segments, making your ads more competitive for the audiences that matter most. - Combine with Other Audiences
Layer LinkedIn Profile Targeting with other audience signals like remarketing lists or custom audiences for refined targeting. - Save and Launch Your Campaign
Review your settings, set your budget, and launch. Monitor performance regularly and optimize as needed.
Pro Tip:
If you manage multiple campaigns or want to automate reporting and audience updates, consider using a Microsoft Ads integration tool to streamline these processes and provide actionable insights
Practical Use Cases for LinkedIn Profile Targeting in Microsoft Ads
LinkedIn Profile Targeting unlocks a range of high-impact strategies for B2B marketers and SaaS companies. Here are some of the most effective ways to put this feature to work:
- Account-Based Marketing (ABM): Target employees at specific companies you want to win as clients. For example, focus your ads on decision-makers at leading banks or enterprises that match your ideal customer profile.
- Industry-Specific Campaigns: Customize your messaging for different verticals by targeting professionals in sectors like technology, healthcare, or finance, ensuring relevance and higher engagement.
- Role-Driven Personalization: Reach users based on job function or seniority, such as IT managers, HR directors, or C-level executives for SaaS products tailored to specific departments or leadership roles.
- Event Promotion and Recruitment: Promote webinars, conferences, or hiring initiatives to specific job titles or industries, driving sign-ups and attracting talent from target companies.
- Seasonal and High-Intent Targeting: Adjust bids or create campaigns around key business periods, maximizing visibility and conversions when your audience is most likely to act.
- Reducing Wasted Spend: By narrowing your audience to only the most relevant companies, industries, or job functions, you minimize wasted impressions and clicks, improving your return on ad spend.
Results to Expect:
Advertisers using LinkedIn Profile Targeting in Microsoft Ads have reported up to 16% higher click-through rates and 64% higher conversion rates compared to campaigns without this targeting.
Conclusion
LinkedIn Profile Targeting in Microsoft Ads has evolved into an indispensable tool for B2B marketers and SaaS brands in 2025. With expanded features, deeper reporting, and powerful use cases, it enables you to connect with the right professionals, improve campaign efficiency, and drive better business outcomes. Start leveraging these capabilities today to stay ahead in the competitive B2B landscape.
Frequently Asked Questions
Q. What is LinkedIn Profile Targeting in Microsoft Ads?
It’s a unique feature in Microsoft Ads that allows advertisers to target users based on their professional attributes (company, industry, job function, seniority) pulled directly from their LinkedIn profiles, ensuring highly relevant ad delivery.
Q. What’s new with LinkedIn Profile Targeting in Microsoft Ads for 2025?
In 2025, key updates include integration with Performance Max campaigns, expanded targeting attributes (like job seniority and company size for some accounts), broader regional availability, and enhanced reporting and analytics for deeper insights.
Q. How do I set up LinkedIn Profile Targeting in my Microsoft Ads campaign?
You set it up within your chosen Microsoft Ads campaign (Search, Audience, Shopping, or Performance Max) by navigating to settings, adding LinkedIn profile attributes (Company, Industry, Job Function), setting bid adjustments, and combining with other audience signals.
Q. Can I use LinkedIn Profile Targeting for Account-Based Marketing (ABM)?
Yes, it’s an ideal tool for ABM. You can specifically target employees at key companies you want to acquire as clients, or focus on decision-makers within those organizations, making your outreach highly precise.
Q. What results can I expect from using LinkedIn Profile Targeting?
Advertisers commonly report significantly improved performance, including up to 16% higher click-through rates (CTR) and 64% higher conversion rates compared to campaigns without this advanced targeting.