4 Hard Truths about #EdTech Linkedin Ads:
- Linkedin is not #K12’s key traffic driver
- You can’t run traditional ToFu ads for #HEd
- People ignore ads from #B2B Linkedin pages they don’t know
- K12 ≠ HEd ≠ B2B. Each sector has its own recipe
Think with me for a second…
- Most active Linkedin users visit it once a month.
Regardless of the size of your audience, you will reach only 12% to 20% of them (the most active) in the first month on their Linkedin feed.
After that, it becomes a waiting game – and you will hardly reach 35% of them after months.
- The vast majority of school Principals are not on Linkedin. Some district Admins are.
- Linkedin shifted from Networking to an Authority-Driven Content platform
- this means that People want to hear from People, not from companies
Therefore, here’s what you need to do with your Linkedin Ads:
K12
- Drive full funnel traffic through other platforms
- Use Linkedin to target Admins with Bottom of Funnel messages
- and Retarget districts and schools (ABM Retargeting) that have crossed the Warm/Hot thresholds
HEd
- Run Brand Awareness, not Top of Funnel campaigns
- Run MoFu Thought-Leadership campaigns
- Retarget institutions (ABM Retargeting) that have crossed the Warm/Hot thresholds
B2B
- Run Founder-Led / Authority-Led ToFu campaigns, not blog posts
- Run MoFu Thought-Leadership campaigns
- Retarget institutions (ABM Retargeting) that have crossed the Warm/Hot thresholds
Linkedin Ads is just a tactic…
…but it can be part of several EdTech Strategies.
I unpack this and other strategies in the EdTech GTM Strategies PDF:
Before you launch another campaign…
This guide breaks down 9 real-world go-to-market strategies being used by EdTech companies in 2025. Whether you’re targeting K-12, Higher Ed, or B2B, it offers examples and structure to help align your marketing with how institutions actually buy.
Hi, I’m Rod 👋
I share marketing and sales strategies for EdTech leaders.
Scale your pipeline and drive more demos and trials – no extra hires.
DM me to start a conversation.