4.4LinkedIn & TikTok ads
The essentials in 30 seconds
- LinkedIn Ads: expensive, precise, B2B — pro targeting (role, industry, size, skills) unbeatable but CPC 5-15 €: only profitable on a high basket (training, software, industry).
- TikTok Ads: native or nothing — Spark Ads (boosting working organic: the safest), vertical 9:16 In-Feed with sound; an ad looking like an ad gets swiped. Test budget 20 €/day x 5 days minimum.
- Shared rule: offer + page — ad message = page message, 1 page = 1 action, loading < 3 s: no ad saves a leaking page.
Running case — Nour chooses between LinkedIn and TikTok
Nour launches a 2,000 € pro training course alongside her skincare: to sell it, she picks LinkedIn (HR targeting, 50-500 employees, industry) with pre-filled Lead Gen Forms and a data-backed testimonial creative ('-30% turnover'). Result: 45 € per lead, 1 signed in 8 — 360 € for 2,000 €. For her mass-market skincare, she stays on TikTok with a Spark on her best organic post. Same rule both sides: a consistent page loading in under 3 s.
Continued from 4.1-4.3 — Nour picks her platform by target.
1. LinkedIn Ads: expensive, precise, B2B
Pro targeting (role, industry, size, skills) unbeatable; high CPC (5-15 €): only profitable on a high basket (training, software, industry). Formats: Sponsored Content (feed), Message Ads (inbox, sparingly), Lead Gen Forms (pre-filled: zero friction).
Nour never puts a 20 € basket on LinkedIn: at 5-15 € a click, only high baskets absorb the cost — here 45 € a lead for 2,000 € of training.
2. TikTok Ads: native creative or nothing
Spark Ads (boosting working organic: the safest), In-Feed (raw vertical, 9:16, sound on), interest and behaviour targeting. An ad looking like an ad gets swiped away: native or dead. Test budget 20 €/day x 5 days minimum.
House principle: 'don't make ads, make TikToks' — authentic tone, platform codes, entertainment or value, like organic content.
3. The shared rule: offer + page
No ad saves a slow or fuzzy landing page: ad message = page message (consistency), 1 page = 1 action, loading < 3 s. Half of Ads budgets die on leaking pages.
Nour aligns each ad with its page: same promise, one action, visible proof, mobile-first. Organic proof first, budget next.
🔎 Concrete example — 2,000 € B2B training via LinkedIn (Nour's case)
The high basket absorbs the CPC.
Targeting: HR directors, 50-500 employees, industry
Lead Gen Form: name + email + size (pre-filled)
Creative: data-backed customer testimonial ('-30% turnover')
→ 45 €/lead, 1 in 8 signs: 360 € for 2,000 € (x5.5)Reading: the high basket absorbs the CPC.
Lesson: TikTok for the same B2C offer: Spark on top organic.
Section vocabulary
- LinkedIn Ads
- LinkedIn's advertising platform, powerful in B2B thanks to unique professional targeting (role, industry, company…); more expensive.
Simple example: Nour's training campaign: industry HR, 45 €/lead, 1 in 8 signing.
What it is not: a LinkedIn campaign for a 20 € mass-market basket.
Reflex: LinkedIn only if the basket absorbs 5-15 € a click.
- TikTok Ads
- TikTok's advertising platform, suited to short video and a young audience; native formats blending into the feed.
Simple example: Nour's Spark on her best organic skincare post: proof first, budget next.
What it is not: a recycled TV spot swiped away in one second.
Reflex: native or nothing: 9:16, sound, TikTok codes.
- Professional targeting
- The ability (LinkedIn) to target by role, industry, company size, skills… ideal for B2B.
Simple example: Nour: HR, 50-500 employees, industry.
What it is not: plain mass-market interest targeting for decision-makers.
Reflex: define role + industry + size first.
- Native format
- Advertising blending into the feed and resembling the platform's content (essential on TikTok).
Simple example: Nour's ad shot like a TikTok: raw vertical, fast hook, trending sound.
What it is not: a polished TV-style ad pasted onto TikTok.
Reflex: 'don't make ads, make TikToks'.
- Choosing the platform
- Picking the advertising channel by target and objective (LinkedIn for B2B, TikTok/Meta for the general public…).
Simple example: Nour: LinkedIn for the 2,000 € training, TikTok and Meta for skincare.
What it is not: spreading across every platform at once.
Reflex: target + objective first, platform next.
In practice — Choose between LinkedIn Ads and TikTok Ads (Nour's case)
- LinkedIn Ads: for B2B and reaching decision-makers, thanks to unique professional targeting — but more expensive (CPC 5-15 €, high basket required).
- TikTok Ads: for awareness and a young audience, with native video formats (Spark on top organic first, 20 €/day x 5 days).
- Pick the platform by your target and objective, without spreading yourself thin.
- Always check the landing page: matching message, 1 action, loading < 3 s.
Ready-to-say script — calling your platform (30 s)
'2,000 € B2B training: we go LinkedIn, industry HR targeting, Lead Gen Forms, data-backed testimonial — the basket absorbs the CPC. Mass-market skincare: TikTok Spark on our top organic, 20 €/day x 5 days. And both times: aligned page, 1 action, under 3 seconds.'
Say it in the budget meeting: one sentence per platform (target, format, basket) + the page rule.
Copy-paste template — platform choice sheet
OFFER + BASKET: _______________
TARGET (pro B2B / young general public): _______________
CHOSEN PLATFORM (LinkedIn / TikTok / Meta): _______________
FORMAT (Lead Gen / Spark / In-Feed): _______________
TEST BUDGET (LinkedIn: per CPC / TikTok: 20 € x 5 d): _______________
PAGE (matching message? 1 action? < 3 s?): _______________Small budget
Test TikTok as a Spark at 20 €/day x 5 days on working organic: the least risky test.
Pure B2B
LinkedIn + pre-filled Lead Gen Forms + data-backed testimonial: zero friction, data-backed proof, high basket.
General public
TikTok and Meta natively: same codes, same authentic tone, mobile-first page < 3 s.
Both targets
Like Nour: LinkedIn for training, TikTok for skincare — 1 dedicated page per offer, never a generic page.
✓ Best practices
- Reserve LinkedIn for high-basket B2B (CPC 5-15 €).
- Start TikTok with a Spark on working organic.
- Align page and ad: 1 action, matching message, < 3 s.
✗ Common pitfalls
- LinkedIn for a 20 € basket (CPC never absorbed).
- TV-like ad recycled on TikTok (instant swipe).
- Sending ads to a fuzzy or slow page.
Key takeaways
- LinkedIn Ads: powerful in B2B thanks to unique professional targeting (role, industry, company); but more expensive.
- TikTok Ads: for awareness and young audiences, with native formats (an ad must look like TikTok content).
- Other platforms exist (X, Pinterest, YouTube via Google), each with its strengths.
- Pick the platform by your target and objective (LinkedIn = B2B, TikTok/Meta = general public), without spreading thin.
48h challenge — apply tomorrow
Fill in the platform choice sheet for your next offer (target, basket, format, page) and spot your top organic post to boost as a Spark. 20 minutes is enough.
- I know when to pick LinkedIn (B2B, high basket) vs TikTok (native, young).
- I can name the formats (Lead Gen Forms, Spark, In-Feed).
- My platform + page sheet is ready.
Frequently asked questions
When should you use LinkedIn Ads rather than Meta Ads?
In B2B (reaching pros and decision-makers) thanks to unique professional targeting (role, industry, size, skills). Drawback: more expensive (CPC 5-15 €) — profitable when the B2B customer value justifies the cost. For the general public, prefer Meta (massive audience, affordable costs).
Why must advertising on TikTok look like TikTok content?
Because users reject classic advertising and embrace native content (authentic, spontaneous, entertaining). A 'corporate' ad gets swiped; a creative with TikTok codes (fast hook, 9:16, sound, human) grabs like organic. Hence: 'don't make ads, make TikToks'.
When should you use LinkedIn Ads rather than Meta Ads?