Create a LinkedIn Ad Campaign

LinkedIn advertising in Ad Manager flows from a Campaign Group to a Campaign to an Ad. You can build from scratch or begin with a LinkedIn template, which pre-fills supported settings.

Step 1: Create the Campaign Group

1. Go to Marketing > Ad Manager > Create Campaign and choose LinkedIn.
2. Name the group descriptively, such as "Autumn webinar leads".
3. Choose the objective: Lead Generation or Website Traffic.
4. Set a daily or lifetime budget and the start and end dates.
5. Enter a manual bid: cost per lead for Lead Generation or CPC for Website Traffic.

Step 2: Create a campaign in the group

1. Name the campaign and choose its media type: single image, video or carousel.
2. Choose language and the required geographic location.
3. Optionally add intended audience filters such as job title, industry, company size, seniority, skills, education or interests.

Step 3: Build the ads

Add one or more ads to the campaign. Each includes:

• Introduction text up to 3,000 characters.
• Headline, around 70 characters or fewer.
• Description up to 300 characters.
• Call to action from LinkedIn's list, such as Learn More or Download.
• Destination URL, which is required (https:// is added if you leave it out).

Carousels take 2 to 10 image cards, each with its own headline and URL. Videos cannot go inside carousel cards. For Lead Generation, pick or build a lead form at the ad level.

Step 4: Review and publish

Review the budget, schedule, previews and validation results, then publish. After that, follow performance in Statistics > LinkedIn.

Tips

• Keep each campaign focused on one audience definition.
• Run several ads per campaign to compare creative.
• Add UTM tags to traffic campaign URLs.

Good to know: LinkedIn may rename levels in its own dashboard, so a group can look like a campaign there; the structure underneath is the same.