Where it works
It is available for Search, Dynamic Search Ads, Microsoft Shopping, Audience and Performance Max campaigns. Microsoft says it is the only ad platform other than LinkedIn that can use LinkedIn profile information. Not every advertiser can use it in Performance Max yet, and where you can, it is set up as an audience signal rather than a bid adjustment. Not every company, industry or job function is available, and it is not offered in every market.
Bid only, not a filter
Microsoft is explicit that LinkedIn profile targeting will not narrow your ads' audience: targeting a company doesn't exclude everyone who doesn't work there. It calls this "bid only", as opposed to "target and bid". You set a bid adjustment for each company, industry or job function, and people who match get the adjusted bid while everyone else still sees your ads at the normal bid. Exclusions are the exception: an excluded target stops paying for that segment.
Setting it up
In a campaign or ad group's targeting settings, choose Company, Industry or Job function, select targets, and set a bid adjustment for each. You can target up to 1,000 companies per ad group or campaign, and company lists have to be added manually, since importing them from files isn't supported. Settings made at campaign level apply to ad groups unless you turn off Use my campaign settings.
How to use it
Use positive bid adjustments for target accounts and the job functions that buy, and exclusions for poor fits. Keywords still carry the intent. Job function means categories such as sales or purchasing, not individual job titles. More in Microsoft Ads can use LinkedIn profiles in search.
Common questions
Does LinkedIn profile targeting restrict who sees my Microsoft ads?
No. Microsoft says it does not narrow your ads' audience. It works as a bid adjustment for people who match the companies, industries or job functions you choose.
Can Google Ads target by LinkedIn company or job function?
No. Microsoft describes LinkedIn profile targeting as available only on Microsoft Advertising and LinkedIn.
Can I target job titles with it?
No. It uses job function, such as sales, accounting or purchasing, rather than individual job titles.
How many companies can I target?
Up to 1,000 companies per ad group or campaign. Company lists have to be added manually in the platform; importing them from files isn't supported.
Does it work in Microsoft Performance Max?
Microsoft lists Performance Max as supported, but not every advertiser can use it there yet. In Performance Max it is set up as an audience signal rather than a bid adjustment.