Advertiser study · Social · Nov 2026

Who advertises on LinkedIn?

A study of 148,380 company websites with the LinkedIn Ads tag. We look at who they are, the other advertising platforms they use, and how they break down by sector, size and geography.

An observed sample, not a global advertiser count. Tag installation indicates measurement setup; it does not establish active spending.

Who over-indexes

17%of SaaS / Cloud sites carry the LinkedIn Ads tag, against 6.5% across the panel.

Channel mix

3 of 14major ad channels for the median LinkedIn advertiser; 19% run LinkedIn and nothing else.

1,265,518
company websites analysed: 148,380
domains with the LinkedIn Ads tag: #3
of 14 ad platforms: 33%
headquartered in United States

Where LinkedIn ranks

Share of the 463,323 sites in our tag-manager panel with each platform’s tag. LinkedIn appears on 117,949 of these sites. Snapshot: 1 Nov 2026.

Major ad channels

Google Ads82%
Meta Ads41%
LinkedIn Ads25%
Microsoft Ads14%
TikTok Ads6.2%
ChatGPT Ads (OpenAI)3.9%
Reddit Ads3.3%
X Ads3.1%
Pinterest Ads2.6%
The Trade Desk2.3%
Snapchat Ads1.6%
Spotify Ads0.7%
Quora Ads0.5%
Nextdoor Ads0.2%

Who is most likely to advertise on LinkedIn

The share of company websites in each segment with the LinkedIn Ads tag, out of 2,165,450 company websites we scanned. The tick is the overall average (6.5%).

Sites in the segment with the LinkedIn Ads tagPanel average (6.5%)

% of company websites, by sector (highest)

SaaS / Cloud17% · 2.6×
Enterprise Software17% · 2.6×
Productivity & Collaboration Tools15% · 2.3×
Data & Analytics14% · 2.2×
Payments & Fintech14% · 2.1×
Performance / Growth / Adtech13% · 2.0×
Developer Tools & Platforms12% · 1.9×
Cybersecurity12% · 1.9×
AI / ML12% · 1.8×
Market Research & Insights12% · 1.8×

Least likely: Civil & Structural Engineering (2.5%), Social & Family Services (3.0%) and Grocery & Convenience (3.1%).

% of company websites, by company size

11.8% · 0.3×
2–103.5% · 0.5×
11–506.5% · 1.0×
51–2008.7% · 1.3×
201–5009.2% · 1.4×
501–1,00010% · 1.6×
1,001–5,00013% · 1.9×
5,001–10,00013% · 2.1×
10,001+14% · 2.1×

% of company websites, by HQ country

Belgium18% · 2.8×
Finland18% · 2.8×
Sweden16% · 2.5×
Switzerland12% · 1.8×
Netherlands11% · 1.7×
United States9.6% · 1.5×
Australia9.1% · 1.4×
Singapore8.6% · 1.3×
Canada8.4% · 1.3×
South Africa8.0% · 1.2×
United Kingdom7.8% · 1.2×
Germany6.7% · 1.0×

How many channels LinkedIn advertisers run

How many of the 14 major ad channels each site runs, LinkedIn included: the 140,919 sites with the LinkedIn Ads tag against all 491,552 panel sites that run at least one. Median: 3 vs 2. 19% run LinkedIn as their only major channel.

LinkedIn advertisersAll advertisers in the panel

Major ad channels per site

1 channel19% · 49%
2 channels27% · 27%
3 channels28% · 13%
4 channels14% · 5.9%
5 channels6.5% · 2.6%
6+ channels5.9% · 2.2%

Who advertises on LinkedIn

Each bar is shown against the same group’s share of all the sites we analysed (the tick), since our sample leans B2B. Above the tick means over-represented among LinkedIn advertisers. Sector and business-model categories can overlap.

LinkedIn advertisersShare among all sites we analysed

By sector

IT Services & Consulting9.2% · 7.6% · 1.2×
SaaS / Cloud8.3% · 3.5% · 2.3×
Enterprise Software8.1% · 3.6% · 2.2×
Management & Strategy Consulting7.2% · 7.7% · 0.9×
AI / ML6.3% · 3.3% · 1.9×
Advertising & Media Agencies6.1% · 5.2% · 1.2×
Industrial Machinery & Equipment5.5% · 5.5% · 1.0×
HR, Staffing & Recruiting5.3% · 4.3% · 1.2×
Data & Analytics4.8% · 2.3% · 2.1×
Training, Coaching & Vocational4.6% · 4.8% · 1.0×

By business model

B2B70% · 58% · 1.2×
Agency / Services33% · 39% · 0.8×
SaaS22% · 15% · 1.4×
B2C17% · 19% · 0.9×
Manufacturer15% · 17% · 0.9×
Enterprise / Sales-led13% · 17% · 0.8×
Enterprise-focused8.3% · 2.5% · 3.3×
Distributor / Wholesale6.4% · 8.5% · 0.8×

By company size (employees)

10.4% · 1.5% · 0.3×
2–1015% · 29% · 0.5×
11–5038% · 38% · 1.0×
51–20026% · 19% · 1.4×
201–5009.3% · 6.5% · 1.4×
501–1,0004.5% · 2.8% · 1.6×
1,001–5,0004.8% · 2.5% · 2.0×
5,001–10,0000.9% · 0.4% · 2.1×
10,001+1.1% · 0.5% · 2.1×

By headquarters country

United States33% · 24% · 1.4×
United Kingdom10% · 9.1% · 1.1×
Netherlands7.4% · 4.3% · 1.7×
Canada4.6% · 3.8% · 1.2×
Australia4.3% · 3.3% · 1.3×
Germany4.2% · 4.2% · 1.0×
Brazil4.2% · 5.4% · 0.8×
France3.9% · 7.1% · 0.5×
India3.8% · 9.7% · 0.4×
Italy3.4% · 4.0% · 0.8×

Which advertising audiences overlap most?

Sites with the Quora Ads tag are 3.0× as likely to carry the LinkedIn Ads tag as the average site in our panel. This is a snapshot of overlap, not a measure of adoption speed.

Sites with both platforms’ tagsFull-panel average (25.5%)

Quora Ads76% · 3.0×
X Ads66% · 2.6×
Reddit Ads64% · 2.5×
Spotify Ads56% · 2.2×
ChatGPT Ads (OpenAI)52% · 2.0×
Snapchat Ads48% · 1.9×
Microsoft Ads45% · 1.8×
The Trade Desk41% · 1.6×
TikTok Ads37% · 1.5×
Nextdoor Ads37% · 1.5×
Meta Ads35% · 1.4×
Pinterest Ads35% · 1.4×
Google Ads23% · 0.9×

The companies behind the tags

40 matched company profiles, ordered by LinkedIn following. Inclusion indicates a detected tag, not a confirmed active campaign.

Company	Industry	Size	HQ
Deloitte deloitte.com	Management & Strategy Consulting	10,001+	United States
Nestlé nestle.com	Food & Beverage (CPG / manufacturing)	10,001+	Switzerland
Johnson & Johnson jnj.com	Pharmaceuticals	10,001+	United States
Hays haysplc.com	HR, Staffing & Recruiting	5,001–10,000	United Kingdom
HCLTech hcltech.com	IT Services & Consulting	10,001+	India
Capgemini capgemini.com	IT Services & Consulting	10,001+	France
The Coca-Cola Company coca-colacompany.com	Food & Beverage (CPG / manufacturing)	10,001+	United States
Tech Mahindra techmahindra.com	IT Services & Consulting	10,001+	India
Crossover crossover.com	HR, Staffing & Recruiting	5,001–10,000	United States
Vagas.com vagas.com.br	HR, Staffing & Recruiting	51–200	Brazil
Salesforce salesforce.com	Enterprise Software	10,001+	United States
GenAI Works genai.works	AI / ML	51–200	United States
Tata Group tata.com	Financial Services (diversified)	10,001+	India
Genpact genpact.com	Business Support & BPO	10,001+	United States
UNICEF unicef.org	Nonprofits & NGOs	10,001+	United States
Insight Global insightglobal.com	HR, Staffing & Recruiting	10,001+	United States
Chevron chevron.com	Oil, Gas & Mining	10,001+	United States
GE ge.com	Aerospace & Defense	10,001+	United States
Sanofi sanofi.com	Pharmaceuticals	10,001+	France
Randstad randstad.com	HR, Staffing & Recruiting	10,001+	Netherlands
Novartis novartis.com	Pharmaceuticals	10,001+	Switzerland
Vale vale.com	Oil, Gas & Mining	10,001+	Brazil
bp bp.com	Oil, Gas & Mining	10,001+	United Kingdom
Boeing boeing.com	Aerospace & Defense	10,001+	United States
Concentrix concentrix.com	Business Support & BPO	10,001+	United States
Petrobras petrobras.com.br	Oil, Gas & Mining	5,001–10,000	Brazil
Hewlett Packard Enterprise hpe.com	IT Services & Consulting	10,001+	United States
ManpowerGroup manpowergroup.com	HR, Staffing & Recruiting	10,001+	United States
TP tp.com	Business Support & BPO	10,001+	France
SLB slb.com	Oil, Gas & Mining	10,001+	United States
Mercado Libre careers-meli.mercadolibre.com	Ecommerce & Online Retail	10,001+	Argentina
Lockheed Martin lockheedmartin.com	Aerospace & Defense	10,001+	United States
Axis Bank axis.bank.in	Banking	10,001+	India
FGV - Fundação Getulio Vargas fgv.br	K-12 & Higher Education	1,001–5,000	Brazil
GE HealthCare gehealthcare.com	Medical Devices & Diagnostics	10,001+	United States
Majid Al Futtaim majidalfuttaim.com	Retail (physical / general)	10,001+	United Arab Emirates
Luxoft luxoft.com	IT Services & Consulting	10,001+	Switzerland
TechCrunch techcrunch.com	Publishing & News	51–200	United States
Colgate-Palmolive colgatepalmolive.com	Beauty & Personal Care	10,001+	United States
EXAME exame.com	Publishing & News	51–200	Brazil

Get the complete list of 144,530 LinkedIn Ads advertisers

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LinkedIn advertisers: common questions

Is this the total number of LinkedIn advertisers?

No. We detected the LinkedIn Ads tag on 148,380 domains among 1,265,518 company websites analysed. This is an observed sample of companies and startups, not an estimate of the platform's whole advertiser base.

Which advertisers are most likely to also use LinkedIn?

In our comparison panel, 76% of sites with the Quora Ads tag also carry the LinkedIn Ads tag, against 25.5% of the full panel. Next come X Ads (66%), Reddit Ads (64%) and Spotify Ads (56%).

Which companies use LinkedIn for advertising?

They include Deloitte, Nestlé, Johnson & Johnson, Hays and HCLTech. The table on this page lists more.

How does LinkedIn compare to other ad platforms?

Within our 463,323-site tag-manager panel, LinkedIn ranks #3 of 14 major ad platforms by detected sites — ahead of Microsoft Ads, TikTok Ads, ChatGPT Ads (OpenAI), Reddit Ads and X Ads, behind Google Ads and Meta Ads.

Which industries are most likely to advertise on LinkedIn?

In our tag-manager panel, SaaS / Cloud (17% of sites), Enterprise Software (17% of sites) and Productivity & Collaboration Tools (15% of sites) are the most likely to carry the LinkedIn Ads tag, against 6.5% of all matched sites. The least likely are Civil & Structural Engineering (2.5%) and Social & Family Services (3.0%).

How many other ad channels do LinkedIn advertisers use?

The median site with the LinkedIn Ads tag runs 3 of the 14 major ad channels we track (including LinkedIn), against 2 for the median site that runs any of them. 19% use LinkedIn as their only major channel.

How we built the sample. Across 1,265,518 websites analysed, we identified 117,949 domains through tag managers and 39,297 through live-site detection. Removing 8,866 overlapping domains gives 148,380 detected domains.

How the comparison works. Rankings and platform overlap use the same 463,323-domain tag-manager panel. They exclude detections found only through live-site scans. Company profiles are matched by domain; a company may have multiple domains.

Adoption by segment and channel mix. These cover every company website we scanned, matched to its company profile; a platform counts if we found its tag in the site’s tag manager or live on the page. Tag-manager containers shared across many unrelated sites (store builders, parked domains) count only for their owner. Sites on hosted builders (Shopify, Wix, Squarespace, Salla and similar) are left out of these two views, because their built-in ad integrations add pixels we can’t observe. Sector is each company’s primary sector; segments need at least 300 sites.

What this cannot tell us. A tag may be installed without an active campaign. These observations do not measure spending, impressions or global market share. The sample reflects our company coverage and is not a random sample of all websites.

More advertiser studies

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