[FAQ]

Hi,

I’m setting up our first ad campaign on LinkedIn and I’m a bit confused by the bidding options. Our goal is lead generation, and I’m trying to decide between ‘Maximum Delivery’ and ‘Cost Cap’.

From what I can tell, ‘Maximum Delivery’ just spends the full budget as fast as possible to get any result, which sounds a bit risky and expensive. ‘Cost Cap’ seems safer because you set a price, but I’m worried LinkedIn just won’t show our ads if the cap is too low.

Can someone explain in simple terms which one is better for a small business trying to get qualified leads without wasting money? Any best practices would be great. Thanks.

[Jeff Bullas]

Good question; this is a core concept in LinkedIn advertising.

Short Answer: Maximum Delivery is a fully automated strategy that spends your full budget to get the highest volume of results, while Cost Cap is a strategy where you set the maximum average cost you are willing to pay per result.

You’re essentially choosing between handing over full control to LinkedIn or giving it a strict budget guideline for every single lead.

Maximum Delivery tells LinkedIn’s algorithm to get you the most clicks or leads possible for your budget, regardless of the individual cost. It will push your video ads or image-based content out aggressively, which is useful for broad awareness campaigns, but your cost-per-lead can fluctuate and often ends up being quite high. Cost Cap, on the other hand, is about efficiency. You are telling the platform you will not pay more than a certain average price for a click on your text ad or a sign-up from your video content. This gives you fantastic control over your lead costs, but if you set your cap too low, LinkedIn will not be able to win enough auctions, and your ads may not be delivered at all.

Cheers,

Jeff

[Author]

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