Beyond the Christmas Rush: How to Win with LinkedIn Ads in 2025

The latest AA/WARC data shows brands are pouring billions into Q4 campaigns, making holiday ad spaces crowded and costly.

But come January?

The noise dies down, and the competition eases up, giving YOUR message the room to stand out.

With fewer brands actively advertising in early January, the competitive landscape eases up. This lower competition means advertisers can maximize their budget and get more impact without having to battle high auction bids.

?? Cost Advantages of January Advertising

Cost Savings: Advertising costs on LinkedIn drop an estimated 1-33% below average around New Year’s. After the heavy ad spend in December, this January dip offers an opportunity to reach audiences at a fraction of the usual cost. (Source: Hootsuite)

Less Competition, More impact: With fewer brands actively advertising in early January, the competitive landscape eases up. This lower competition means advertisers can maximise their budget and get more impact without having to battle high auction bids.

?? Increased Engagement in Q1

LinkedIn engagement tends to surge in Q1, particularly in January as professionals return to work, refocus on goals, and seek fresh insights.

Here are some metrics that highlight this:

• The Day After New Year’s (January 2nd): LinkedIn usage saw a 17% increase over the average - active audience right after the holiday break.
• Year-Over-Year Growth: LinkedIn engagement overall has increased by 44%, with engagement rates reaching an impressive 3.85% in 2024. More professionals are actively interacting with content and looking for valuable insights on the platform.

?? The ADvantage

While these benchmarks are useful, the effectiveness of LinkedIn Ads is influenced by multiple factors. Here’s how these variables can impact your campaign:

• Account Size: Smaller accounts with fewer than 5,000 followers often see higher engagement rates, averaging around 0.87%. There's a huge advantage for startups and mid-sized businesses - a well-targeted LinkedIn campaign addressing key audiences can deliver strong engagement even with a modest follower count.
• Post Type: Certain post formats perform better on LinkedIn. Document and carousel posts generate the highest engagement rates, followed by photo posts. This suggests that content variety can be a key driver of interaction.
• Caption Length: Short captions (under 19 words) paired with multiple images tend to have higher engagement rates. Simple, concise messaging with visual support can make your posts more appealing and easier to engage with.
• Build Trust Through Personal Connection: Executives sharing authentic content can drive 30% more trust with audiences. People are more likely to engage with a familiar face or thought-provoking voice than with standard brand messages.

? Industry prediction videos from your CTO/CFO

? Behind-the-scenes looks at your company's strategic planning

? LinkedIn events with industry peers to challenge common industry assumptions

Test and Learn - Get the balance right

• Start Small: Allocate 30% of your Q4 budget to kickstart campaigns. (Often, there’s a 10% underspend available to reallocate.)
• Scale Up: Increase spending based on early performance insights.
• Reserve for Winners: Set aside 40% for top-performing campaigns that show strong ROI.
• Optimise and Test: Keep 30% available for ongoing optimization and testing to refine your strategy.

TL;DR

January is the GOLDEN WINDOW for B2B advertising on LinkedIn

The economics are compelling:

? Average CPCs plummet 40% in January

?Ad auction competition hits yearly lows

? Your budget stretches 1.5-2x further than Q4

?? Why it works:

1. Decision-makers are mapping out annual strategies
2. New fiscal year = fresh budgets
3. Competitor noise drops dramatically post-holidays
4. Business mindsets shift from closing to planning mode

DM me for a free 20-minute strategy call if you are looking to run LinkedIn Ads in 2025

???? I'm Maninder, a B2B Marketing Specialist and LinkedIn Certified Marketer

?? Follow for insights on digital marketing trends, AI, and diversity