In today’s increasingly competitive global market, going abroad is no longer enough—companies must also go deep, embedding themselves into the core circles of their target markets and building authentic connections with key decision-makers. Among the many overseas marketing channels, LinkedIn stands out as the world’s largest professional networking platform. With its high-quality B2B user base and advanced targeting capabilities, LinkedIn has become an essential marketing tool for Chinese enterprises expanding internationally.

This guide outlines core strategies, industry-specific approaches, common pitfalls, and practical steps to help your brand maximize ROI on LinkedIn—achieving both stronger brand presence and tangible business growth.

I. Why Should Chinese Enterprises Invest in LinkedIn Ads?

With over 900 million users across 200+ countries and regions (Statista, 2024), LinkedIn is home to executives, procurement managers, technical experts, and senior decision-makers worldwide. For companies going global, LinkedIn offers unique advantages:

lPrecision Targeting of High-Value Audiences: Reach decision-makers by job title, industry, company size, skills, and location.

lThe #1 B2B Marketing Platform: Users openly share their professional roles and needs, making them more receptive to ads and shortening conversion cycles.

lProfessional Brand Positioning: Blend content marketing with ads to build a trusted, credible international brand image.

lData-Driven Optimization: Access in-depth analytics to continuously refine campaign performance.

Landelion Insight:
“In markets such as Europe, North America, Southeast Asia, and the Middle East, LinkedIn isn’t just for networking—it’s often the starting point of major B2B purchase decisions. Ignoring LinkedIn means losing the critical first-touch opportunity with potential clients.”

 Related Reading: How Chinese Manufacturers Use LinkedIn to Reach Global Buyers

II. Four Steps to High-Performance LinkedIn Advertising

1. Define Your Objectives, Match the Right Ad Format

Be clear on whether your campaign aims to:
Increase brand awareness Generate qualified leads Promote content Promote content

Example: A Chinese clean energy company wants to promote storage solutions to European project managers. The best combo? Message Ads + Lead Gen Forms.

2. Target Decision-Makers Along the Buying Chain

Different industries require tailored targeting:

MedTech → Hospital procurement heads, clinical engineering managers

Manufacturing → Supply chain directors, operations managers

Clean Energy → Project leads, sustainability directors

Tech/SaaS →  IT managers, CTOs, digital transformation heads

Use layered targeting (industry + job title + company size). Start with small budgets on high-match audiences to avoid wasted spend.

3. Content First, Value Before Sales

Skip the hard sell. Deliver professional, valuable content to earn trust and attention.

Example:

A SaaS firm publishes a guide on “Boosting Efficiency in Cross-Border Collaboration” and runs a Lead Gen Ad to capture IT managers’ contact details—an effective soft-conversion strategy.

4. Test Small, Iterate Fast

Begin with low budgets and A/B test different audience groups and creatives.

Example: An industrial automation company compares performance between “technical engineers” and “plant managers,” then doubles down on the segment with better CTRs and lower CPLs.

III. Choosing the Right Ad Format: Industry Recommendations

IV. LinkedIn Ads FAQ: Expert Tips for Chinese Enterprises

❌ Mistake 1: Overly Broad Targeting
→High CPC, poor conversion.
✅ Fix: Narrow targeting. For manufacturing, focus on Operations Directors rather than general engineers.

❌ Mistake 2: Copy-Pasting Domestic Ads
→Cultural mismatch and ineffective messaging.
✅ Fix: Localize content and visuals, highlight professionalism and solutions.

❌ Mistake 3: Poor Landing Page Experience
→Ads lead to homepages or slow-loading sites, losing leads.
✅ Fix: Create dedicated, fast-loading landing pages aligned with your ad content.

❌ Mistake 4: Ads Detached from Content Strategy
→Campaigns vanish once ads stop, no brand equity built.
✅ Fix: Treat ads as an amplifier. Pair them with consistent thought leadership posts and case studies on your company page.

V. Quick Q&A

Q1: Are LinkedIn Ads too expensive for SMEs?
A: Not necessarily. While CPCs are higher, the precision and conversion value justify the cost. SMEs can start with small budgets targeting core buyers for strong ROI.

Q2: Company Page vs. Personal Profile—Which to Use?
A: Company Page = Brand credibility and broad reach
Personal Profiles (e.g., CEO/experts) = Trust and deeper engagement
Use both for a “professional + personal” dual impact.

Q3: Is LinkedIn ad approval strict? 
A: Yes. Avoid exaggerated claims, clickbait, or sensitive terms. Review LinkedIn ad policies for compliance.

Q4: How do I measure success?
A: Track CTR, CPC, conversion rates, and lead quality. Integrate with CRM to measure closed deals and long-term ROI.

Conclusion: LinkedIn Is a Strategic B2B Battleground

LinkedIn is more than a networking site—it’s a strategic hub for global B2B marketing. With the right strategy, precise targeting, and consistent content, Chinese enterprises can strengthen global influence and unlock high-value opportunities.

Act now and capture the attention of global decision-makers!

Free SOP: Your Step-by-Step LinkedIn Ads Manual
We’ve created a comprehensive LinkedIn Ads SOP to help you launch campaigns smoothly and avoid common pitfalls. Inside you’ll find:

Account Setup: From business email registration to ad account activation

Company Page Verification: Build trust and ensure ad compliance

Audience Targeting Guide: Industry + role-based targeting templates

Ad Creation Workflow: From objectives to creative to high-converting copy

Budget & Bidding Tips: Daily budget setup and auto/manual bidding strategies

Analytics & Optimization: How to read CTR, CPC, CPL, and optimize ROI

How to get it free:

Follow our WeChat account 【言灵翻译】 and reply “领英SOP”

You can also book a one-on-one consultation with our overseas marketing experts for tailored strategy advice.

Click to Contact Us

Landelion specializes in end-to-end B2B digital marketing for Chinese enterprises going global. Our services include:

LinkedIn ad strategy & campaign management

Brand localization & creative production

ICP (Ideal Customer Profile) modeling & lead nurturing

Marketing automation & CRM integration

We’ve helped 30+ manufacturers, healthcare, and tech firms achieve brand breakthroughs and lead growth across Europe, Southeast Asia, and the Middle East.

Explore our success stories