By AJ Wilcox
Choose the Right LinkedIn Ads Budget
LinkedIn offers three budgeting options: daily, lifetime and a mix of both. A daily budget lets you control pace and spend without burning through cash too quickly, while a lifetime budget caps overall spend so you don’t overshoot. Combining them can balance control and scale. AJ explains when each makes sense and why there isn’t a single “right” number—your budget should reflect the value of a lead for your business.
Key Factors That Influence Spend
AJ highlights that how much you can spend depends on five things: the size of your audience, your bid strategy, the objective you select, your relevance score and the frequency at which the ad is shown. A small, niche audience can’t absorb spend as fast as a broad one, and a highly engaged audience can burn through a lifetime cap quickly. Experiment with objectives and adjust bids to see what delivers the best results.
Need Help With Your LinkedIn Ads?
If you’d like expert support developing your strategy, the B2Linked team of LinkedIn ads specialists can help you craft a plan and manage campaigns. AJ and his agency run campaigns for B2B brands and can advise you on budgets, creatives and optimization so you get more from every dollar spent.
Watch the Full Episode & Join the Conversation
Watch the full episode below and then join the conversation: what budget strategies have worked for you on LinkedIn? Share your thoughts in the comments or reach out to the B2Linked team to discuss your campaign goals.
https://www.youtube.com/watch?v=0BKbppeC6Oc
He then walks through the five factors that determine how much your campaign can spend: audience size, bid strategy, objective, relevance score and frequency. A small niche audience can’t spend as quickly as a large broad one. AJ shares examples of how a daily budget of $30 paired with a $3,000 lifetime cap can allow a campaign to run for roughly 100 days, but warns that if your audience is very engaged it could spend much faster.
The episode also offers practical tips on pacing: monitor your results daily, adjust bids to avoid overspending, and experiment with different objectives to see how they affect delivery. AJ stresses that there is no “magic number” for budget; instead, marketers should determine how much a conversion is worth to their business and reverse‑engineer the budget from there.
If you’d like expert help with budgeting and campaign strategy, AJ’s agency B2Linked has managed over $150 million in LinkedIn ad spend. They offer custom strategies and reporting capabilities that even LinkedIn doesn’t provide, and they always aim to save clients more than they charge. You can learn more at B2Linked.com.
Watch the full episode below to hear AJ’s detailed explanations and real‑world examples.