B2B search targeting that Google cannot offer.
Microsoft Advertising is the only search platform that lets you layer LinkedIn professional data — job title, company name, company size, and industry — onto keyword-based search campaigns. For B2B businesses, this means your Bing Search Ads can target people with specific job titles when they search for your keywords — a capability unavailable on Google Ads.
LinkedIn profile targeting on Bing Search — professional identity meets search intent.
Microsoft Advertising's LinkedIn Profile Targeting is a feature unique to the Microsoft Ads platform that allows advertisers to use LinkedIn professional data as audience targeting layers on Bing Search campaigns. You can restrict your search ads to serve only to people who match specific professional criteria from their LinkedIn profile — job title (e.g. Operations Manager), company name (specific target accounts), company size (e.g. 50–500 employees), or industry (e.g. Construction, Healthcare, Finance). This creates a search advertising capability that does not exist on Google: keyword intent plus professional identity. A CFO who searches "accounting software for professional services" on Bing can be specifically targeted if they work at a company with 50+ employees in professional services — filtering out SMB searchers who would not be relevant prospects. For B2B businesses with defined ideal customer profiles, this hybrid of search intent and professional targeting is among the most precise advertising available.
Get a free auditGoogle cannot do this. Only Microsoft can.
Google Ads has no equivalent to LinkedIn profile targeting. Google's audience options are based on browsing behaviour, demographics, and in-market signals — but not professional identity. Microsoft's partnership with LinkedIn (both owned by Microsoft) makes LinkedIn data available as targeting dimensions within Bing Search campaigns. For B2B businesses where the ideal customer is defined by their professional role and company context rather than just their search behaviour, this targeting capability changes the economics of search advertising. Instead of paying for all clicks on your target keywords and relying on your landing page to qualify visitors, LinkedIn targeting filters the auction so you only compete (and pay) for clicks from the professional profile you actually want.
Professional identity filters on search campaigns.
LinkedIn profile targeting is applied as an audience layer on existing Bing Search campaigns — not a separate campaign type.
B2B businesses with defined professional buyer personas.
Software businesses targeting specific roles (IT Manager, CTO, Head of Operations) use LinkedIn targeting to serve search ads exclusively to their buyer persona when searching on Bing — filtering out the majority of non-relevant clicks that would otherwise consume budget.
Accountants targeting Finance Directors, recruiters targeting HR Managers, consultants targeting C-Suite — any professional services business whose ideal client is defined by job title and company type benefits from LinkedIn targeting filtering their search traffic.
Company name targeting turns Bing Search into an ABM search channel — ensuring your ads appear with maximum prominence when employees of your target accounts search for your service category. Combines with LinkedIn Sponsored Content and Message Ads for full account penetration.
Companies that have maximised Google Ads and want to test incremental B2B search volume. Microsoft's LinkedIn targeting adds a qualitative advantage (professional precision) to Bing's quantitative advantage (lower CPCs) — making the incremental return particularly strong for defined B2B audiences.
Observe first, then bid up, then restrict where the data justifies it.
LinkedIn targeting sits on top of live Bing Search campaigns, so we apply it in a sequence that protects volume while it earns the right to narrow. We start by attaching the professional layers in observation mode to read how each job title, company, and industry segment actually performs, then move to bid modifiers that lift the profiles that convert, and only restrict serving to a defined profile once the conversion data proves the rest of the traffic is waste. This avoids the most common mistake B2B advertisers make on this feature — hard-restricting from day one, starving the campaign of data, and never learning which segments mattered. Everything runs inside your own Microsoft Advertising account, which you keep.
We translate your ideal customer profile into LinkedIn dimensions — the specific job titles, company sizes, industries, and named target accounts worth bidding on — before any layer goes live.
We add the professional layers without restricting reach, gathering data on how each segment converts against the full Bing audience so decisions rest on numbers rather than assumptions.
Once segments prove out, we raise bids on the professional profiles that convert and lower them on the rest — concentrating budget without cutting off the long tail of qualified searches.
On campaigns where non-target traffic clearly wastes spend, we move from bid modifiers to hard restriction so the budget serves only the professional profile that closes — then extend the proven layers to Audience Network.
Professional precision works hardest inside a B2B stack.
LinkedIn-targeted Bing Search captures your buyer at the moment of intent. It compounds when the surrounding channels feed it volume, reinforce it with awareness, and reach the same accounts on the platforms where they browse. Here is where it fits in a coordinated Scalepoint stack.
Google brings the volume and the full demand funnel; LinkedIn-targeted Bing captures the precise professional segment within it at a lower CPC. Run together, they give B2B advertisers full-funnel search coverage.
The platform whose data powers this targeting also runs the feed where the same buyers browse. Sponsored content on LinkedIn builds familiarity; the search layer then converts that familiarity when the buyer goes looking on Bing.
The same LinkedIn layers apply to native display on MSN and Outlook, keeping your target job titles aware of you between searches at display CPMs rather than LinkedIn's premium rates.
If you already run Google Ads, importing your search structure gets Bing live in hours — then LinkedIn targeting becomes the one optimisation that the imported Google structure could never carry.
From $690 per month plus ad spend, with no lock-in.
Scalepoint runs LinkedIn-targeted Microsoft Ads from $690 per month plus your ad spend, month-to-month with no lock-in. The management fee covers buyer-profile mapping, the LinkedIn layer setup across job title, company, size, and industry, conversion tracking through the UET tag, and a monthly report you can read in a minute. Because professional targeting filters out unqualified clicks and Bing CPCs already run 20–40% below Google for the same keywords, the cost per qualified B2B lead is often the lowest in the search stack despite the lower volume. The Surge and Scale tiers package this alongside Google Search, LinkedIn Ads, and the rest of the stack under one operator. Every price stays on the page — we never quote behind a contact form.
See pricingA one-page audit of your linkedin-targeted ads opportunities.
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Common questions about linkedin-targeted ads
What is LinkedIn Profile Targeting in Microsoft Ads?+
Microsoft and LinkedIn share ownership under Microsoft, which gives Microsoft Ads a unique capability: the ability to layer LinkedIn profile data — job title, company, industry, and seniority — onto Bing search campaigns. You're still targeting people based on what they're actively searching for, but you can now restrict those impressions to specific professional profiles. It's the only search platform in the world that offers this combination.
Why use LinkedIn targeting through Microsoft rather than LinkedIn directly?+
LinkedIn ads reach professionals while they're passively scrolling a social feed. Microsoft Ads with LinkedIn targeting reaches those same professionals while they're actively searching for something — a fundamentally higher-intent moment. CPCs are also significantly lower than LinkedIn's own platform, which makes it an efficient way to add professional targeting to a search campaign without paying LinkedIn's premium rates for display-level intent.
What campaigns benefit most from LinkedIn targeting?+
B2B campaigns targeting specific professional roles see the biggest lift. If you're selling software to IT managers, professional services to finance directors, or recruitment solutions to HR teams, restricting impressions to those job titles means your budget isn't being spent on irrelevant searches from people who happen to use the same keywords. The more precisely you can define your buyer's professional profile, the more value this targeting layer adds.
Does LinkedIn targeting reduce my audience size significantly?+
Yes, and that's intentional. Adding LinkedIn profile targeting reduces total impression volume because you're narrowing from all Bing searchers to only those matching your professional criteria. In practice, this trades raw volume for relevance — you reach fewer people, but a much higher proportion are genuine buyers. For most B2B campaigns, the conversion rate improvement more than compensates for the volume reduction, resulting in a lower cost per lead overall.
Which Microsoft Ads campaign types support LinkedIn targeting?+
LinkedIn Profile Targeting is available across Search, Shopping, and Audience Network campaigns. Scalepoint typically applies it to Search first, where the combination of active search intent and professional targeting delivers the clearest signal. Once conversion data confirms the targeting is working, we extend it to Audience Network placements for additional touchpoints across the Microsoft network at lower CPMs.
Should I use LinkedIn targeting as a bid modifier or a hard restriction?+
We almost always start with a bid modifier. Restricting serving to a single professional profile from day one starves the campaign of the data needed to learn which segments actually convert. Instead we attach the LinkedIn layers in observation mode, read how each job title, company size, and industry performs, then bid up the segments that convert and only move to hard restriction on campaigns where the data clearly shows non-target traffic wastes budget. The right answer depends on whether you value reach alongside precision or want the budget spent only on a tightly defined buyer.
Does LinkedIn targeting work for local service businesses, or only B2B?+
It earns its keep for B2B and considered-purchase businesses with a buyer defined by job title, company, or industry — software, professional services, recruitment, and account-based sales. For most local trades and home-service businesses, the buyer is a homeowner rather than a professional role, so suburb-level search intent matters more than professional identity. We are honest about this at audit: if your customer is a consumer, we steer budget to Bing Search and Local SEO rather than the LinkedIn layer.
What does LinkedIn-targeted Microsoft Ads cost with Scalepoint?+
Scalepoint runs LinkedIn-targeted Microsoft Ads from $690 per month plus your ad spend, month-to-month with no lock-in. The fee covers buyer-profile mapping, the LinkedIn layer setup across job title, company, size, and industry, conversion tracking, and monthly reporting. Because the professional filter removes unqualified clicks and Bing CPCs already run 20–40% below Google, the cost per qualified B2B lead is often the lowest in the search stack despite lower volume. Full tiers sit on the pricing page, and we never quote behind a contact form.