LinkedIn has rolled out a new Ad Agency Certification based on performance, plus Auto-targeting and Draft with AI for smaller advertisers. Video now makes up 23% of its ad inventory. The bar for proving expertise is rising.
Certification only means something if the work behind it does. A badge is not a result.
LinkedIn has rolled out a batch of advertising updates, led by a new Ad Agency Certification program and two AI features aimed at smaller businesses.
The Ad Agency Certification lets agencies prove their LinkedIn expertise based on demonstrated performance, not just a badge. For small and medium advertisers, LinkedIn added Auto-targeting and Draft with AI inside Campaign Manager, automating audience selection and ad copy. The platform also reports that video now makes up 23% of its ad inventory and added a Reserve Ads placement for guaranteed feed slots.
Why it matters
For Australian B2B brands and the agencies serving them, the certification raises the floor on who can claim LinkedIn expertise. That is good for buyers who have been paying for a friend brought along to a meeting rather than real skill. The AI tools cut the time it takes a small team to launch, but auto-targeting is only as smart as the goal behind it. Hand the machine a vague brief and it will spend your budget confidently in the wrong direction.
Video now accounts for 23% of LinkedIn's ad inventory
What to do about it
If you hire a LinkedIn agency, ask for the certification and the performance behind it.
Use Auto-targeting as a starting point, then narrow it with what you know about your buyers.
Treat Draft with AI as a first draft. Edit it to sound like you, not like every other B2B ad in the feed.
Test video, since LinkedIn is clearly weighting the feed toward it.
Watch cost per qualified lead, not cost per click. B2B vanity metrics flatter and mislead.
More tools and a higher bar are both welcome. Neither replaces knowing what a good lead is worth to you.