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SOCIAL ADVERTISING · META & LINKEDIN
Paid social with a system — Meta and LinkedIn
Social advertising encompasses paid advertising on Meta (Facebook, Instagram, Messenger, WhatsApp, Audience Network) and LinkedIn. Both platforms offer different audiences, formats, and optimization objectives — and require platform-specific strategies.
DISCUSS SOCIAL STRATEGYSocial ads without platform logic burn budget
Meta and LinkedIn differ fundamentally in audience, purchase intent, and optimization logic. Meta is suited for broad audiences and retargeting; LinkedIn for precise B2B segmentation. Without a platform-specific strategy, you get wasted reach and inefficient budgets.
Platform-specific strategy instead of uniform campaigns
According to Meta documentation, 6 campaign objectives are available — Sales, Leads, Engagement, Traffic, Awareness, and App Promotion — with delivery on Facebook, Instagram, Messenger, WhatsApp, and the Audience Network. LinkedIn offers objectives in 3 categories and over 20 targeting attributes. AIM develops an independent strategy for each platform with the right formats and targeting parameters.
PLATFORMS & SERVICES
Meta and LinkedIn Advertising
META ADS
6 campaign objectives per Meta documentation: Sales, Leads, Engagement, Traffic, Awareness, App Promotion. Delivery on Facebook, Instagram, Messenger, WhatsApp, and Audience Network. No minimum budget — Meta recommends at least 7 days of run time to activate the optimization system.
LINKEDIN ADS
According to LinkedIn documentation, campaign objectives are available in 3 categories: Awareness, Consideration, and Conversions. Formats: Sponsored Content (in feed), Sponsored Messaging (direct messages), Dynamic Ads (personalized based on profile data), and Text Ads.
TARGETING & AUDIENCES
Meta Custom Audiences segment by website activity, customer data, and app events. LinkedIn targeting allows segmentation across more than 20 categories of audience attributes — by job title, function, industry, and additional criteria.
CREATIVES & FORMATS
Meta recommends videos under 15 seconds in vertical format with attention-grabbing content in the first 3 seconds. LinkedIn Sponsored Content appears in the feed on desktop, tablet, and mobile. Carousel ads allow multiple cards per ad on both platforms.
WHY AIM
Two platforms, two logics — one integrated strategy
Meta and LinkedIn have different algorithms, auction mechanisms, and audiences. A campaign that works on Meta does not transfer unchanged to LinkedIn. AIM develops an independent strategy for each platform — with the right objectives, formats, budgets, and targeting parameters — and manages both channels as part of an integrated performance system.
When each platform offers the right lever
- Meta: Broad awareness campaigns with video
- Meta: Retargeting website visitors
- Meta: Lead generation without external landing page
- LinkedIn: B2B campaigns by job title and industry
- LinkedIn: Sponsored Messaging for direct contact
- LinkedIn: Dynamic Ads with personalized profile data
- Combining Meta + LinkedIn for full funnel coverage
- Retargeting campaigns on both platforms in parallel
- Cross-channel attribution between social and search
Social advertising built on platform logic
We develop platform-specific strategies for Meta and LinkedIn — with the right campaign objectives, formats, targeting parameters, and integrated management that treats both channels as part of an overarching performance system.
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FAQ
Frequently Asked Questions
According to Meta documentation, 6 campaign objectives are available: Sales, Leads, Engagement, Traffic, Awareness, and App Promotion. Each objective optimizes delivery toward a different desired user behavior.
According to Meta documentation, ads are delivered on Facebook, Instagram, Messenger, WhatsApp, and the Audience Network. Advantage+ Placements lets Meta automatically optimize between these placements to achieve the best performance.
According to LinkedIn documentation, over 20 categories of audience attributes are available. Targeting is possible by job title, function, industry, company size, and other professional criteria. This makes LinkedIn particularly well-suited for precise B2B campaign targeting.
According to LinkedIn documentation, available formats include Sponsored Content (in feed on desktop, tablet, and mobile), Sponsored Messaging (direct messages to the target audience), Dynamic Ads (personalized based on profile data such as company name or job title), and Text Ads (pay-per-click).
According to Meta documentation, there is no minimum budget for Meta campaigns. However, Meta recommends running campaigns for at least 7 days so the optimization system can learn from performance data. The learning phase is important for correct delivery optimization.
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