Techniques to Build a Successful
LinkedIn Ads Campaign

Whether you are a business professional or a marketer, the best way to make a successful LinkedIn ad campaign is to devise a foolproof plan.

LinkedIn opens doors to an extensive network of industry professionals ready to do business. You are creating ads targeting professionals looking for your products or services.

Let us explore practical techniques for a solid LinkedIn ad campaign, starting with creating your LinkedIn page.

Set Up Your LinkedIn Page

Linked is free and easy to use. All you need to create your account is a verified email address. LinkedIn also verifies if you can create a page on behalf of your company.

Here are steps for setting up your LinkedIn page:

  1. Click “Work” found on the upper-right corner of the homepage.
  2. Choose “Create a Company Page +.”
  3. Select your page type: Company, Showcase Page, or Educational Institution.
  4. Add details starting from Page Identity, Company or Institution, and Profile details.
  5. Complete verification indicating that you have the right to create an account for a company, school, or group. If you are making a page for a school, contact LinkedIn for the Alumni tool.
  6. Click “Create Page.” In case of a red error message, recheck your entries; you may have missed something.
  7. Build your page. You may add further details and start posting.

Start Your Campaign Manager Account

Campaign Manager is your LinkedIn ad platform. It helps you through every step of creating your ad campaign. From the Campaign Manager, choose your goal, refine your target audience, and manage your campaigns.

With the Campaign Manager on your LinkedIn page ready, you can run the following:

  • Sponsored content: a paid ad that appears to members who are not your followers.
  • Sponsored messaging: helps you reach your audience using native ads sent via the messaging tool.

Here are some tips to get you started.

  • Create a new advertiser account. Start from your homepage and click on Work and Advertise.
  • Use the suggested account name or change it. LinkedIn suggests a name, company page, and currency. You can always change this to the details you want.
  • Change the currency accordingly. LinkedIn suggests the currency depending on your profile. Remember, the currency cannot be changed once your account is live.
  • Modify billing admin access. If you are the account manager or the billing administrator, add your partners or members to the account.
  • Add more accounts. You can always add another account according to the size and scale of your ad campaigns.
  • Contact LinkedIn support. You may always contact support for issues creating your account or if you want to remove or change personal information.

As reported by Digital Authority Partners, it takes more than placing your ads on LinkedIn. You need the help of an expert ad agency to enhance engagement and increase conversions.

Create Your Campaign and Campaign Group

Once your Campaign Manager account is ready, start creating your campaign. From the dashboard, choose “Create” and select “Campaign.” Choose a campaign group. LinkedIn recommends using “New Campaign Group” as a default setting.

You can select from any of the four ad placements or campaign types on LinkedIn.

  • Run text ad campaigns. Text ads allow you to place a headline, a short line of text, and a small image. Place this at the top of the right rail of a desktop page.
  • Use Sponsored Content. This is a campaign in the Campaign Manager account. You can browse content to match your selected campaign.
  • Try Sponsored Messaging. With this campaign, your ads are placed on a desktop and mobile LinkedIn version when members are active.
  • Consider personalized ads. These dynamic ads automatically show a member profile photo and data taken from their LinkedIn profiles.

While you select the ad campaign you want, note that LinkedIn has set some campaign limitations. For example, a member is allowed 15 active and 85 inactive creatives. A creative ad is served to members and may be images, audio, video, or other formats.

Campaigns are also active until they are deleted or have reached their end date. Meanwhile, LinkedIn considers paused campaigns active until they reach their set end dates.

Choose Your Objective

Your advertising objective is what you want your audience to do when they see your ad. Choose your objective to define ad formats, features, and types of bids.

LinkedIn Ads have three categories of objectives: awareness, consideration, and conversion. Name your campaign and design a campaign group first before selecting your objectives. Let us find out more about these three categories.

  • Awareness campaigns increase your brand voice through the platform with the help of impressions. Your ad impressions are the number of times your ad showed to users.
  • Consideration campaigns entice your audience to learn more about your offers and take action. They entail clicking a link leading to your landing page, where the audience can view your offers, products, or services. Use LinkedIn Polls to gather customer feedback, collect information, and determine the content type your audience prefers.
  • Conversion campaigns generate leads and track actions made on your site, like downloading e-books, whitepapers, research, etc.

Develop Your Target Audience

Campaign Manager helps you fine-tune audience targeting using their professional attributes like company name, type of industry, job title, and personal interests. This makes LinkedIn the most popular professional social media site in the US for researching companies.

These timeless strategies let you enhance targeting.

  • Set the location. This is a mandatory field. You can be very specific by setting a city or broad by setting a country or state.
  • Choose an audience with attributes. Choose from attributes like company, education, demographics, job experience, and interests.
  • Use an audience template. These templates target key audiences without the need to enter attributes manually, thus saving you a lot of time.

Format Your Budget and Ad Schedule

After selecting your ad format and defining your target market, set your budget, bid strategy, and ad schedule. The initial budget you set controls ad costs and verifies the success of your ad strategy.

You have two budget options in LinkedIn Ads:

  • Daily budget is the amount you spend for a day during a campaign.
  • Lifetime budget is an amount you wish to pay throughout your campaign.

You can set up either of the two budgeting options or combine them.

Ad scheduling allows you to select your campaign start date or a fixed schedule. Note the following ad budgeting and scheduling strategies:

  • Learn about ad pacing. This is ad spend speed and consistency. Use this to indicate if you need to spend more or less. The platform uses lifetime pacing, anticipating weekly activity and enhancing budget spending as necessary.
  • Note LinkedIn minimums. You must have a minimum daily budget of $10, no matter your selected ad format.
  • Check default budgets. For new campaigns, LinkedIn recommends $25 for new advertisers and existing advertisers $50 to $100. These default ad budgets become more personalized after LinkedIn develops algorithms.

Review Your Campaigns and Launch Your Ads

Once your budget and ad schedule are ready, you may set up your ads. Upload your creatives, like images, videos, headlines, etc. Follow this LinkedIn ads guide to help you format your ads correctly.

The final step to building a great ad campaign is to review your ads and include a payment method. You can use a credit card or debit card for payment. Once these are complete, your ads proceed to a review process. If everything is okay, your ads will launch.


A successful LinkedIn Ads campaign is about following time-tested strategies for every step of the account and campaign creation. This platform has fantastic features and benefits that you should always consider. With LinkedIn Ads, you are steps away from achieving your digital marketing goals in no time.