LinkedIn Ads Targeting Guide: Job Titles vs Functions

You want to target "Marketing Managers." So you select "Job Title: Marketing Manager." Congratulations. You just missed 60% of your audience. Why? Because people call themselves: "Growth Hacker." "Head of Demand." "Brand Lead." "Chief Storyteller." LinkedIn's Job Title database is chaotic. To build a scalable B2B audience, you must stop using Job Titles and start using Job Functions.

The Matrix Strategy: Function + Seniority

This is the gold standard for LinkedIn targeting. Instead of guessing titles, you target the role. The Formula: Job Function (Marketing) + Seniority (Manager, Director, VP, CXO)

Why it works:

1. Coverage: It captures every variation of the title (Manager, Lead, Head, Principal).
2. Cost: It is often cheaper than specific high-competition titles.
3. Scale: It allows you to target 500,000 users instead of 50,000.

The Exception: The "Niche Title"

When should you use Job Titles? Only when the role is extremely specific and not covered by a general function.

• Example: "Radiologist." (Function: Healthcare is too broad).
• Example: "Kubernetes Engineer." (Function: Engineering is too broad).

The Hidden Gem: Member Skills

Targeting by Skill is underutilized.

• Scenario: You sell CRM software.
• Targeting:
  • Function: Sales.
  • Skill: Salesforce, HubSpot, CRM.
• Insight: Users who list specific software as a skill are often the power users or decision-makers for that software.

The Poison Pill: Audience Expansion

NEVER check the "Enable Audience Expansion" box. LinkedIn will say: "We will reach people consistent with your target." Translation: "We will show your ad to your target's retired uncle because he liked a business post once." It dilutes your audience and wastes budget. Turn it off.

Summary

LinkedIn Ads are expensive ($150+ CPM). You cannot afford waste. Stop guessing titles. Use the Function + Seniority matrix to ensure you hit every decision-maker, regardless of what they call themselves on their profile.