LinkedIn has introduced new enhancements to Predictive Audiences, its AI-powered ad targeting tool designed to help marketers refine their audience strategies by leveraging both first-party data and LinkedIn’s own engagement insights.
Originally launched in 2023, Predictive Audiences replaced LinkedIn’s Lookalike Audiences, offering a more advanced, data-driven targeting model. The tool analyses platform activity—such as ad impressions and clicks—alongside conversion API data, lead generation forms, and other external inputs to build new audience segments predicted to engage with campaigns.
According to LinkedIn, the AI-driven approach helps businesses reach a wider pool of high-intent prospects by identifying shared patterns and behaviours within existing data sets.
New features expand targeting capabilities
LinkedIn has now introduced company lists as an input for Predictive Audiences, allowing B2B marketers to expand their targeting while also refining exclusions. This addition enables businesses to incorporate firmographic data into LinkedIn’s AI modelling, further enhancing audience segmentation and business profiling.
Marketers can also now integrate retargeting sources, allowing them to merge their own audience data with LinkedIn’s insights. This update strengthens LinkedIn’s automated targeting capabilities, making it easier for advertisers to re-engage high-value prospects and optimise performance based on previous interactions.
Early adopters using Predictive Audiences for lead generation objectives have already reported a 21% reduction in cost-per-lead, demonstrating the effectiveness of AI-driven audience expansion.
With AI-powered ad targeting tools increasingly outperforming manual audience selection, these updates provide B2B marketers with more precision, automation, and efficiency in their LinkedIn campaigns.
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