Honestly, I have always loved the targeting inside of LinkedIn but could never make the advertising worth it because is was too pricey. Until now…
One of our ads strategy folk found this tiny announcement made in early February 2025 on the Microsoft Advertising blog: New Performance Max tools and other product updates for February | Microsoft Advertising
Why are we so excited about this?
Imagine harnessing the professional precision of LinkedIn ads without the premium price tag—LinkedIn ads often cost upwards of $6–$10 per click, making them 3–5 times more expensive than other channels. With Microsoft Advertising’s Performance Max, you gain access to rich LinkedIn-like data across a broad, cost-effective network, delivering deep targeting without breaking the bank. Plus, by integrating intent targeting, you’re not just interrupting someone’s casual LinkedIn browsing—where they might be checking if they’re outpacing their high school rival—but reaching them when they’re actively seeking solutions. This means smarter, more effective engagement at a fraction of the cost.
How can my nonprofit use Performance Max + LinkedIn Ads?
Here are seven strategies nonprofits can deploy using LinkedIn professional targeting within a Performance Max campaign:
- Corporate Donation Matching Campaigns:
Target employees from companies known for donation matching programs. By identifying professionals at organizations with matching gift policies, you can serve tailored ads that inform them how their contributions can be doubled through employer programs. Pro-tip: Check out Double the Donation to make sure donors know their company has a match. - Industry-Specific Volunteer Recruitment:
Use LinkedIn’s data to pinpoint professionals in industries aligned with your mission. For example, if you focus on environmental issues, target employees from companies in renewable energy or sustainable business sectors, encouraging them to volunteer their time or expertise. - Corporate Social Responsibility (CSR) Partnership Outreach:
Identify decision-makers and CSR leads at companies with a history of corporate social responsibility. Tailor your messaging to highlight partnership opportunities and community impact, using Performance Max to extend your reach across search and display channels. - Tailored Event Invitations:
Leverage LinkedIn targeting to reach professionals likely to be interested in nonprofit events—such as fundraising galas or informational webinars. Focus on job functions or industries that have a strong affinity for your cause, ensuring the right audience sees your invitation. - Executive and Board Member Recruitment:
Target high-level professionals whose experience aligns with your organization’s needs for strategic guidance. Use LinkedIn data to locate potential board members or advisors, and run campaigns that highlight the impact and prestige of joining your nonprofit’s leadership. - Impact Storytelling by Industry:
Create multi-format campaigns that showcase success stories relevant to specific professional groups. For instance, if you’ve partnered with tech companies, feature case studies and testimonials that resonate with tech professionals, using LinkedIn targeting to ensure these narratives reach the right audience. - Corporate Sponsorship and Partnership Campaigns:
Identify companies known for philanthropic leadership by industry or company size. Develop ad creatives that present sponsorship opportunities or collaborative projects, directly addressing the professional decision-makers responsible for allocating corporate donations.
Wait, what is included in the Microsoft Performance Network?
Performance Max isn’t a separate network but rather a unified, AI-driven campaign type within Microsoft Advertising that streamlines your ad placements across multiple channels. When you upgrade or launch a Performance Max campaign, you’re accessing several key elements:
- Bing Search Ads: Your search campaigns (including Dynamic Search Ads) become part of a broader, automated system that optimizes bids and targeting.
- Shopping Campaigns: All remaining smart shopping campaigns have been converted to Performance Max, meaning your product ads are now automatically optimized.
- Audience Ads: This includes placements across various Microsoft properties (such as MSN, Outlook, and Microsoft News) where native, display, and video formats can be combined into one campaign.
- Enhanced Targeting Signals: With features like LinkedIn profile targeting now in pilot, you can incorporate professional data (company, industry, job function, etc.) to refine your audience even further.
In summary, Performance Max leverages the full Microsoft Advertising network—spanning search, shopping, and audience channels—with integrated AI capabilities to optimize ad delivery and performance across all those placements.
Why is LinkedIn profile targeting on Bing a big deal?
Microsoft Advertising’s LinkedIn Profile Targeting offers a unique and powerful way to connect with your key audiences. By leveraging LinkedIn’s rich professional data, you can laser-focus your campaigns and unlock benefits such as:
- Reaching a Specific Audience: Target business professionals with a high degree of accuracy using real, member-generated data from LinkedIn profiles. This includes targeting by company, industry, and job function.
- Improved Ad Performance: Advertisers have seen up to 16% greater click-through rates (CTR) and up to 64% greater conversion rates (CVR) compared to ads not using audience targeting (source).
- Highly Relevant Audience Targeting: Target over 750 million people on LinkedIn, including senior-level influencers, decision-makers, and C-level executives.
- Maximizing Ad Spend: By narrowing your target audience, you show ads to people most likely to be interested, maximizing your ad spend and reducing wasted impressions.
- Detailed Reporting: Access reports to evaluate the performance of your targeting efforts, segmented by company, industry, and job title, with metrics like CPA, conversions, spend, impressions, and clicks.
- Unique Targeting: Microsoft Advertising is the only platform outside of LinkedIn to offer this type of targeting.
If your organization is interested in exploring these new advertising features, but needs help getting started, let us know!