Why LinkedIn is the new engine for Automotive Advertising

Where are all the decision-makers hiding??

LinkedIn isn’t usually the first platform that comes to mind when we think of car ads. But, for automotive brands looking to reach decision-makers, high-net-worth individuals and professionals invested in the latest industry trends, LinkedIn is accelerating growth in ways that traditional media can’t, yielding 3 times more dollar sales than TV and other social platforms in automotive.

Here are 4 reasons why LinkedIn is driving the future of automotive marketing:

1. Targeted reach to key decision-makers?

LinkedIn is a platform where automotive brands can reach, engage, and convert high-intent audiences with precision. Unique targeting capabilities allow automotive brands to focus their ads on the individuals who make significant decisions—fleet managers, procurement officers, and senior executives with real purchasing power.

By targeting specific job titles, industries, and skill sets, brands connect directly with relevant audiences. Here are the facts from LinkedIn to match:?

• 73% of our members are in the market for a non-luxury vehicle.
• 63% are in the market for a luxury vehicle (car, SUV, or truck).
• 75% report they would click on relevant ads in their LinkedIn feed.
• 58% value content on LinkedIn about higher quality lifestyles.

Moreover, according to LinkedIn Ads data, campaigns with professional targeting see a 15% boost in engagement compared to broad-market approaches.

2. Effective lead generation and conversion tools

LinkedIn’s lead generation tools—such as lead gen forms and targeted lead ads—make it easy for automotive brands to capture interest with less friction. With conversion rates that reach as high as 13%, these tools outperform most social channels.

They are well-suited for promoting high-value assets like vehicles. This direct approach allows automotive marketers to build qualified lead lists efficiently and connect with audiences who are serious about their next car purchase.?

3. Cost-efficiency and campaign ROI

LinkedIn’s CPC (cost-per-click) and CPM (cost-per-impression) models give automotive brands control over ad budgets while reaching targeted audiences. Nielsen and LinkedIn jointly conducted research, showing that the platform is more cost-effective than other channels, see the facts below:

• 22% greater ROAS than Linear TV
• 139% greater ROAS than Search.
• 206% greater ROAS than Radio.
• 477% greater ROAS than Out-Of-Home Advertising.

Additionally, shifting more of your budgets to LinkedIn can increase ROI by up to 14x before reaching diminishing returns. This offers car dealers and OEMs a prime opportunity to optimise spending while reaching the right people at the right time.

4. Aligning with emerging automotive trends?

LinkedIn’s professional audience is highly receptive to content on emerging technologies like electric and autonomous vehicles. PWC’s 2024 research found that consumers care about sustainability—and are willing to pay more for it. On average, consumers would be willing to pay 10% more for products made from recycled, sustainable, or eco-friendly materials. For automotive brands looking to position themselves at the forefront of innovation, LinkedIn is the ideal platform for automotive brands to reach early adopters and industry advocates.

Ready to explore LinkedIn for your brand/dealership?

Connect with Ignite Group for a tailored strategy session by calling Francesco on +61475 008 388 or email [email protected]

Francesco Maraventano

LinkedIn for Marketing