LinkedIn - Platform Updates & Test Opportunities - Q3 2025

As LinkedIn continues to evolve its ad offerings to chew into Google’s B2B market, Q3 2025 brings a suite of impactful updates and betas designed to sharpen targeting, streamline reporting, and drive better ROI, especially for B2B marketers navigating longer sales cycles.

Here's my breakdown of what’s new, what’s trending, and what you should be testing. LinkedIn’s given us tons of goodies in 2025 so far, so roll up your sleeves and make a list.

New Features & Betas

Exportable Opportunity Data in Revenue Attribution Reports (RAR)

Marketers can now export granular opportunity data to directly connect revenue to upper-funnel efforts and company-level activity. This empowers you to:

• Attribute revenue to specific companies and opportunities
  
  
• Identify what’s driving pipeline and conversions
  
  
• Retarget open opportunities and accelerate deal velocity
  
  
• Create holistic dashboards to communicate ROI
  
  

(Check out LinkedIn’s RAR Features Guide for more details.)

Conversions API (CAPI) Enhancements

LinkedIn continues investing in server-side conversion tracking with new features and integrations, making it easier to optimize for high-quality leads and measure deeper business impact.

Highlights:

• 365-day lookback window (huge for tracking across longer sales cycles)
  
  
• Zapier integration for custom event automation
  
  
• Better signal quality for demand tracking
  
  
• Stronger attribution through enriched data
  
  

Need more details? Check out LinkedIn’s CAPI Post-Implementation Guide.

Dynamic Creative Optimization (DCO) Beta

This beta allows marketers to dynamically insert professional information (e.g., job title, industry) directly into ad copy, capturing attention with real-time personalization.

Requirements:

• $30–$50 budget per customer ($100K suggested for full lift)
  
  
• Single image ads only (no LAN, Sponsored Messaging, or right rail)
  
  
• Campaigns running 2–4 weeks
  
  
• Inclusion of at least one dynamic macro
  
  

This unlocks a high-volume creative testing environment with real-time relevance.

Value Optimization Beta

Value Optimization shifts campaign focus toward the conversions that deliver the most impact (i.e. higher-intent actions, not just form fills).

Requirements:

• Value data sent via CAPI or Insights Tag
  
  
• Campaign Manager only (no API)
  
  
• Max delivery bidding
  
  
• 4+ week campaign duration
  
  

We’ve found this to be a highly useful option for B2B advertisers focused on pipeline quality and downstream revenue. (Which should be just about all B2B advertisers, by the way.)

Additional Test Opportunities

Auto-Targeting

Quickly launch campaigns with prebuilt audience logic, while still refining your targeting settings. This is great for scaling efforts or launching tests faster.

Auto-Targeting Overview

Instant Booking

Pair Lead Gen Forms with Calendly to enable real-time meeting booking from the ad experience. Less friction, fewer drop-offs.

Instant Booking Article

Vertical Video Is Here

Vertical video ads are now being served across desktop and mobile feeds, leading to:

• Up to 60% higher view rates
  
  
• Up to 25% lower cost per view
  
  

This aligns with broader social video trends (think: TikTok and Instagram Reels) and helps create a more cohesive full-funnel strategy. Consider testing selfie-style or UGC-inspired formats to help break through the sludge currently in your LinkedIn feed and get the right users to pay attention.

Video Creative Best Practices

• Be Creative: Go beyond “talking heads” with motion, text overlays, or storytelling.
  
  
• Keep It Short: Aim for 15–30 seconds, with a strong hook in the first 3 seconds.
  
  
• Lead with Value: Start with audience benefits, not product specs.
  
  
• Optimize for Mobile: Vertical, on-the-go formats perform better.
  
  
• Design for the Sound Off: Always use subtitles and consider thumb-stopping visuals.

Slow-Season Tips

The B2B calendar has definite soft spots. During those times:

• Maintain brand presence for long-term lift
  
  
• Check pacing ahead of big pushes
  
  
• Reassess goals and budgets
  
  
• Adjust creative and messaging for seasonal engagement shifts
  
  

Stay tuned for our Q3 testing roadmap and performance insights. Ready to test and optimize your LinkedIn strategy? Let’s talk.