How To Use LinkedIn Ads To Get Respondents For Your Survey

You’ve read all about LinkedIn’s enormous growth and its reputation as the most trustworthy social networking platform. Now, you’re ready to leverage this powerhouse to gather responses for your survey. But simply posting your survey and waiting for responses isn’t going to cut it. To truly maximize your results, you need a strategic approach using LinkedIn ads.

LinkedIn offers several ad formats, with Text Ads and Sponsored Content Video ads leading the pack in click-through rates (CTR). By using eye-catching visuals and experimenting with different text lengths, you can significantly boost your engagement. Ready to immerse? We’ll guide you through the best practices to ensure your LinkedIn ads are not just seen, but clicked.

Key Takeaways

  • Strategic Use of LinkedIn Ads: Leveraging LinkedIn ads with a focused approach can significantly boost survey responses.
  • Ad Formats Matter: Sponsored Content, Single Image Ads, Carousel Image Ads, and Video Ads are highly effective for increasing engagement.
  • Clear and Engaging Content: Ad headlines and copy should be concise and action-oriented, complemented by high-quality visuals and compelling CTAs.
  • Targeting the Right Audience: Utilizing LinkedIn’s basic and advanced targeting options ensures your survey reaches a relevant and engaged audience.
  • Budget and Schedule Optimization: Setting appropriate budgets and schedules, and continuously monitoring performance can enhance ROI and campaign effectiveness.
  • A/B Testing and Analysis: Regular A/B testing of different ad elements helps optimize performance and gather valuable data for future campaigns.

Preparing Your Survey

Define Your Objectives and Target Audience

Clearly define the purpose and objectives of your survey. Knowing what you want to achieve will help you design relevant questions and attract the right audience. Determine whether you’re seeking feedback on a product, measuring employee satisfaction, or understanding industry trends.

Identify your target audience by considering their demographics, interests, and preferences. If you’re targeting professionals, narrow down by job titles or industries. Tailor your survey to resonate with your identified audience to ensure higher engagement.

Design Your Survey Questions

Design your survey questions to be clear and relevant to your objectives. Avoid jargon, ambiguity, and leading questions. Use a mix of question types like multiple choice, rating scales, and open-ended questions to gather diverse data.

Include an introduction to provide context to your respondents. Explain the purpose of the survey and how their responses will be used. Employ skip logic to ensure participants only answer relevant questions. Pilot test your survey to identify any issues with question clarity, wording, or response options.

Tips for Creating Engaging Surveys

Keep the survey short and simple to maintain participants’ interest. Long surveys can be off-putting and lead to lower completion rates. Focus on the most critical questions, and ensure your questions are concise and straightforward.

Use attractive and consistent visuals like images, videos, emojis, or GIFs to enhance the appeal and readability of your survey. Test your survey on different devices and browsers to ensure it works smoothly and looks good on various screens.

Provide incentives to encourage people to take your survey. Offer discounts, chances to win prizes, or access to exclusive content. Innovative visual elements and well-thought-out incentives can boost participation, making your survey more engaging and effective.

Setting Up LinkedIn Ads

Choosing the Right Type of LinkedIn Ad

Choosing the correct LinkedIn ad type is crucial when aiming to collect survey responses. LinkedIn offers multiple ad formats that cater to different goals. To maximize survey responses, sponsored content, single image ads, carousel image ads, and video ads are most effective. Each format comes with unique advantages.

  • Sponsored Content: These ads appear directly in users’ LinkedIn feeds, resembling regular posts. They generally have higher engagement rates. Use them for a seamless user experience.
  • Single Image Ads: Simple yet effective, these ads feature a static image with a concise message. They’re ideal for grabbing attention quickly and driving clicks to your survey.
  • Carousel Image Ads: These ads allow the use of multiple images that users can swipe through. Each card can have unique content, making it suitable for storytelling and presenting multiple benefits of taking your survey.
  • Video Ads: Video content is highly engaging. These ads cater well to visually appealing content, helping to capture attention and convey complex messages effectively.

Crafting Your Ad Content

Crafting compelling ad content is essential for attracting survey participants. Each component of your ad needs to work together to capture attention and drive action.

  • Headline and Copy: Keep headlines under 150 characters and the main copy under 70 characters to ensure clarity. For example, a headline like “Share Your Insights and Win a Reward!” directly communicates the action and benefit.
  • Imagery: Use high-quality images, ideally 1200 x 627 pixels, to catch the eye. Visuals that stand out as users scroll through their feed can increase likelihood of engagement.
  • Call-to-Action (CTA): Clear CTAs are vital. Examples include “Take the Survey Now!” or “Help Us Improve – Share Your Thoughts”. Experiment with different CTAs to determine which generates the best response.
  • InMail Message Ads: These ads send personalized messages directly to LinkedIn users. Write an eye-catching subject line since it’s the first thing recipients see. Keep the message concise and get to the point quickly. A sample subject line could be “Your Opinion Matters – Quick Survey Inside”.

By carefully selecting the ad type and crafting precise, engaging content, you’ll effectively drive users to your survey, boosting your response rate.

Setting Your Budget and Schedule

Determining the right budget and schedule is critical for maximizing the effectiveness of your LinkedIn ads. You have several options to consider.

Daily Budget

With a daily budget, LinkedIn spends a set amount each day. This option provides consistent exposure by maintaining a steady ad presence. For instance, if you set a daily budget of $50, LinkedIn ensures only this amount is spent every day. This method is effective for maintaining visibility over time and managing daily spending limits.

Lifetime Budget

A lifetime budget allows more flexibility across your campaign’s duration. Instead of setting a fixed daily amount, you set a total budget for the entire campaign period. For example, if you allocate $1,000 for a month-long campaign, LinkedIn distributes the budget to optimize performance throughout the period. This model can help balance expenditure and ad visibility seamlessly.

Combination Budget

Combining both daily and lifetime budgets helps optimize your spending. This approach provides daily control while ensuring the entire campaign doesn’t exceed a set total amount. It’s ideal for those who seek daily budget constraints yet need the assurance of a cap on overall expenditure.

Schedule Settings

When scheduling your ads, select between running continuously or for a specific duration. Running ads continuously helps maintain constant visibility and reach. But, if targeting a specific event or deadline, setting a defined start and end date ensures the ads run within an ideal timeframe.

To ensure maximum reach, it’s advisable to run your ad continuously. If this isn’t feasible, schedule your start and end date according to the campaign’s goals.

  1. Set a Realistic Budget: Align budget with campaign goals and scope. Example: If targeting a niche audience, a higher budget might be necessary for significant reach.
  2. Monitor Performance: Regularly check ad performance against the budget to make adjustments. Example: If an ad isn’t performing well, reallocating funds can optimize results.
  3. Adjust Dates if Needed: Be flexible and don’t hesitate to alter your schedule based on ad performance. Example: Extending an end date if the ad is performing well can yield better results.

Evaluating and fine-tuning your budget and schedule ensures your LinkedIn ads drive optimal engagement and survey responses.

Targeting Your Audience

Basics of LinkedIn Targeting

LinkedIn targeting starts with choosing the right audience for your survey ads. You can select specific criteria to ensure that your ads reach a relevant and engaged audience. Key targeting options include:

  • Location: Choose regions, countries, or specific cities where your target audience resides.
  • Company: Select companies by name, size, or industry. This helps if your survey targets professionals in specific sectors.
  • Job Title: Target specific job titles relevant to your survey, such as Marketing Manager or HR Specialist.
  • Skills: Focus on LinkedIn members with certain skills, ensuring your survey reaches individuals with relevant expertise.

These basic options help tailor your LinkedIn ads to attract respondents who are more likely to provide valuable insights.

Advanced Targeting Options

For a more refined approach, LinkedIn’s advanced targeting options can significantly improve your survey response rates. These options include:

  • Matched Audiences: Create custom lists from your existing contacts or website visitors, ensuring your survey targets those already familiar with your brand.
  • Lookalike Audiences: Find new potential respondents who resemble your best existing survey participants or customers.
  • Interest Targeting: Target users based on their LinkedIn activity and interests, such as groups they belong to or content they engage with.
  • Behavioral Targeting: Use LinkedIn’s insights on user behavior to target ads based on actions users have taken on the platform, such as viewing specific types of content.

Implementing these advanced options increases the likelihood of reaching a more engaged and relevant audience for your surveys.

By leveraging both basic and advanced targeting options on LinkedIn, you can optimize your survey ads to reach the right people and collect valuable responses efficiently.

Launching Your LinkedIn Ads Campaign

Success in using LinkedIn ads to get survey responses hinges on a well-structured campaign. Careful setup and testing can significantly boost your click-through rate (CTR) and survey participation.

Review and Double-Check Your Ad Setup

Ensure every aspect of your ad is optimized before launching. Confirm alignment with your goals by verifying that the ad copy, visuals, and calls to action are clear and compelling. Match your ad creative to your target audience’s interests.

Check the following elements before going live:

  • Target Audience: Verify that your targeting parameters accurately reflect your ideal respondents.
  • Ad Format: Choose the format that best suits your survey objectives. For example, use Text Ads for minimalistic and clear messages or Sponsored Content Video ads for more engaging content.
  • Budget and Schedule: Set your budget based on your goals. Choose a daily or lifetime budget, and select whether your campaign will run continuously or on specific dates.
  • Visuals: Make sure your images or videos are high quality and relevant to the survey topic.

Tips for A/B Testing Your Ads

A/B testing helps identify what resonates best with your audience. Test one variable at a time to pinpoint what drives more engagement.

Consider these tips to effectively A/B test your LinkedIn ads:

  • Test Different Ad Copies: Experiment with different text lengths and messaging styles. Determine which copy drives more clicks.
  • Visuals: Try various images or videos to see which garners more attention.
  • Call to Action (CTA): Use different CTAs to find the most effective one. Examples include “Take the Survey” vs. “Share Your Opinion”.
  • Targeting Options: Test different audience segments, such as job titles, locations, or industry types, to see which group is more responsive.

Record and analyze the results of each test to refine and improve future campaigns. Consistent A/B testing leads to optimized ads that can effectively gather survey responses and engage your target audience.

Monitoring and Analyzing Responses

Monitoring and analyzing survey responses is crucial for understanding the effectiveness of your LinkedIn ads. You can start by using LinkedIn’s campaign manager, which offers detailed analytics on various metrics like clicks, impressions, CTR, and conversions.

Track Key Metrics

First, focus on key metrics to gauge your ad performance:

  1. Click-Through Rate (CTR): Indicates how engaging your ad is. Use the formula: CTR = (Total Ad Clicks / Total Ad Impressions) * 100. For example, if your ad has 500 clicks and 10,000 impressions, the CTR is 5%.
  2. Conversion Rate: Measures the percentage of respondents completing your survey after clicking the ad. To calculate, divide the number of completed surveys by total ad clicks, then multiply by 100.
  3. Engagement Rate: Tracks interactions like shares, comments, and likes, showing how well your audience is responding to your ad content.

Use LinkedIn Analytics Tools

LinkedIn’s analytics tools offer insights into:

  • Demographic Breakdown: See which segments of your audience engage more, sorted by job title, industry, or location.
  • Time of Engagement: Identify peak times for ad interactions to optimize ad scheduling.
  • Device Performance: Monitor responses from mobile vs. desktop users. Adjust your ad placements based on which device shows higher engagement.

Leverage A/B Testing

Perform A/B testing on different ad elements:

  • Ad Copy: Test multiple versions to see which message resonates best.
  • Visuals: Compare images or videos to determine which captures more attention.
  • Call-to-Action (CTA): Evaluate different CTAs to see which drives more clicks.
  • Targeting Options: Experiment with audience demographics to find the most responsive group.

Iterate and Optimize

Regularly review your analytics and refine your ads based on the data:

  1. Adjust Ad Copy and Visuals: Update poorly performing elements with higher engagement alternatives discovered through A/B testing.
  2. Retargeting: Create new campaigns targeting users who clicked but didn’t complete the survey.
  3. Budget Allocation: Shift budget towards high-performing ads to maximize ROI.

Troubleshooting Common Issues

Low Response Rates

Experiencing low response rates on your LinkedIn surveys can be frustrating. But, addressing a few key areas can help improve your engagement.

Optimize Your Ad Copy: Ensure your LinkedIn ad copy is concise and engaging. Use action-oriented language and clearly state the value respondents will receive from completing the survey.

Enhance Visual Appeal: Incorporate eye-catching visuals. Use high-quality images or videos that relate to your survey topic and grab users’ attention as they scroll through their feeds.

Target the Right Audience: Refine your targeting options within LinkedIn Campaign Manager. Focus on demographics, job titles, industries, and other relevant criteria that align with your survey goals. If necessary, create multiple ad sets aimed at different audience segments to see which performs best.

Test Different Ad Formats: Experiment with different LinkedIn ad formats (e.g., Text Ads, Sponsored Content, Video Ads). Monitor their performance and prioritize the formats that yield higher CTRs.

Provide Incentives: Offering incentives, such as discounts, access to exclusive content, or entries into a prize draw, can boost participation. Make sure your incentive is appropriate and valuable to your target audience.

A/B Testing: Continuously A/B test different ad elements like ad copy, visuals, CTAs, and targeting options. Use the insights gained from these tests to optimize your ads and improve your response rates.

Budget and Cost Optimization Problems

Budgeting and cost optimization can be challenging when running LinkedIn Ads. Addressing these issues ensures you get the best ROI from your campaigns.

Set Clear Goals: Establish what you aim to achieve with your survey responses. This clarity helps in budgeting appropriately and avoiding overspending.

Monitor Spend Closely: Use LinkedIn’s analytics tools to track your daily/weekly spend. Adjust your budget allocation based on which ads or campaigns are performing best.

Optimize for Cost-Per-Click (CPC): Lower your CPC by optimizing your ad relevance. Ads with higher relevance scores generally incur lower costs. Focus on high-quality ad copy and visuals that resonate with your target audience.

Test and Refine Bidding Strategy: Experiment with different bidding strategies, such as cost-per-click (CPC) vs. cost-per-1000-impressions (CPM). Monitor which strategy achieves your desired results at the lowest cost.

Retarget Engaged Users: Use LinkedIn’s retargeting options to reach users who have previously interacted with your content. These individuals are more likely to convert, leading to a more cost-effective ad spend.

Adjust Based on Performance Data: Analyze performance data regularly. Identify which ads and campaigns yield the highest engagement at the lowest cost. Reallocate your budget towards these high-performing areas for better cost optimization.

By addressing these common issues, you can enhance your LinkedIn ad campaigns to generate more survey responses effectively and economically.


Using LinkedIn ads to gather survey responses can be a game-changer for your research efforts. By focusing on engaging visuals and concise text, you can capture your audience’s attention effectively. Remember to define your objectives clearly, know your target audience, and design questions that encourage participation.

Optimizing your ads for better performance involves constant testing and tweaking. Keep an eye on your budget and always look for ways to improve your Cost-Per-Click. With these strategies in place, you’ll maximize your survey responses and gain valuable insights without very costly. Happy surveying!

Frequently Asked Questions

How can I boost survey engagement on LinkedIn?

To boost survey engagement, use visuals, concise text, test across devices, and offer incentives. Visually appealing ads and clear, brief messages tend to capture more attention, while incentives encourage more responses.

What are the best LinkedIn ad formats for surveys?

Text Ads and Sponsored Content Video ads are particularly effective. Text Ads offer concise messaging, and Sponsored Content Video ads engage users visually, making them more likely to participate in your survey.

How do I define the objectives for my LinkedIn survey?

Start by identifying what you want to achieve, such as gathering customer feedback or market research. Clear objectives help in designing questions that effectively address your goals.

How can I identify my target audience on LinkedIn?

Utilize LinkedIn’s targeting options to define your audience based on industry, job title, location, and other demographics. Knowing your audience allows for tailored ad campaigns that resonate with them.

What should I include in my survey questions?

Design engaging and relevant questions. Use a mix of question types, such as multiple-choice and open-ended, to gather comprehensive insights while keeping respondents engaged.

How do I troubleshoot low response rates for my LinkedIn survey?

Optimize your ad copy, enhance visual appeal, and ensure you’re targeting the right audience. Testing different ad formats, offering incentives, and conducting A/B testing can also help improve response rates.

How can I manage my LinkedIn ad budget effectively?

Set clear goals and monitor your spend closely. Optimize for Cost-Per-Click (CPC), refine your bidding strategy, retarget engaged users, and adjust based on performance data to make the most of your budget.

What are some common issues with LinkedIn ads and how do I fix them?

Common issues include low response rates and budget overspending. Fix these by optimizing ad copy, enhancing visuals, targeting correctly, providing incentives, and monitoring performance to make adjustments as needed.

Why should I test my LinkedIn survey on various devices?

Testing on various devices ensures that your survey is accessible and visually appealing to all users, increasing the likelihood of participation regardless of the device they use.

How do I optimize LinkedIn ads for better performance?

Regularly update your ad copy and visuals, experiment with different ad formats, conduct A/B testing, and adjust targeting options based on performance data to enhance ad effectiveness.

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Rajat Garg
Rajat is a digital marketing specialist with more than 8 years of experience. Here at SocialAppsHQ, Rajat helps to manage social media campaigns for businesses all over the world and share valuable content through blogging.

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