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With so many objectives available on LinkedIn Ads, it’s easy to get confused about which one is best. At B2Linked, one objective we’ve developed a real love–hate relationship with is the Engagement Objective.

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Why the engagement objective can be a bad deal

Here’s the problem: when you bid by the click (the cheapest way to pay for traffic on LinkedIn), LinkedIn counts almost any interaction as a click.

That means:

• Likes
  
• Comments
  
• Shares
  
• And even the dreaded “see more” click when your intro copy runs over 160 characters

While those clicks can cost as little as $2–$4, they rarely deliver true business value. Paying for someone to expand your copy is not the same as getting a potential customer onto your landing page.

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A better alternative most of the time

If your goal is to drive qualified traffic, the Website Visits Objective is usually a far better option. With it, you’re only charged when someone actually clicks through to your site. That way, every dollar you spend moves people closer to conversion.

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When the engagement objective makes sense

That said, there are a couple of situations where the Engagement Objective has a place in your strategy:

1. Thought Leader Ads
   Currently, the only other option available for this format is the Brand Awareness objective, which is far less useful. Engagement ensures your Thought Leader Ads get the attention they deserve.
   
   
2. Content designed for interaction
   If your goal is to maximize likes, comments, and shares—or if you don’t have a landing page to drive people to—the Engagement Objective can be exactly what you need.
   
   

Final takeaway

The Engagement Objective shouldn’t be your default, but it does have specific use cases. Use it when interaction is the goal, or when running Thought Leader Ads. For everything else, you’ll usually get more value with Website Visits.

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