LinkedIn Ads Bidding Strategies: Auto vs Max Delivery

LinkedIn Ads are priced like a premium steakhouse. Meta Ads are priced like a fast-food drive-thru. You cannot walk into the steakhouse and say, "Just give me whatever you have." You will get a $500 bill. You must look at the menu. In LinkedIn, the "Menu" is your Bidding Strategy.

1. Maximum Delivery (The Defaults)

What it is: You give LinkedIn your budget, and they try to spend it all. When to use: never. (Almost never). Why: LinkedIn's algorithm is aggressive. If you set a $100 daily budget, "Maximum Delivery" will bid high just to ensure it spends that $100. Result: CPCs of $15-$20.

2. Automated Bidding (Target Cost)

What it is: You set a "Target Cost," and LinkedIn tries to average it out. Warning: It is still inconsistent. It often overspends in the morning and underspends at night.

3. Manual Bidding (The Winner)

What it is: You explicitly tell LinkedIn: "I will not pay more than $8.00 for this click." Why it works:

• Floor Price Discovery: LinkedIn might suggest betting $12.00. But if you bid $6.00, you might still get impressions.
• The "Low Ball" Strategy: Start your bid at the floor (the minimum LinkedIn allows).
• Example: Floor is $5.50. Bid $5.60.
• Outcome: If the ad doesn't spend, raise it by $0.50. Repeat until it spends.
• Result: You get the cheapest possible traffic for that audience.

The "Cost Cap" Equivalent

LinkedIn Manual Bidding acts like a "Cost Cap" on Meta. It gives you protection. If the auction heats up (competitors enter), your ad stops serving. Ideally, you want this. You don't want to fight a bidding war you can't win.

Summary

On LinkedIn, "set it and forget it" is financial suicide. Switch to Manual Bidding. Start low. Inch up. Pay the floor, not the ceiling.