Here’s how to set up your LinkedIn ads

What can you use LinkedIn ads for?

LinkedIn ads can be used primarily for promoting the following:

  • Learning or educational programs
  • Company products and services
  • Events

Advantages of LinkedIn Ads

  1. In addition to what you promote, your LinkedIn Ad automatically promotes your company page giving you higher visibility and page visits, leading to more followers.
  2. You can choose the specific section of audience you want to target based on different criteria to make your ads more relevant.
  3. You have access to all of LinkedIn’s users. Your ads can reach audiences that don’t follow you or your page.
  4. Based on your budget and number of days you run your ads for, LinkedIn will distribute your budget over the set period of days instead of exhausting your budget isn’t exhausted in the first few days of the campaign.

Using LinkedIn Campaign Manager

LinkedIn’s campaign manager tool has many helpful features, most of them similar to Facebook’s ad platform. Therefore, if you have experience working with Facebook Ads, you’ll find LinkedIn Ads familiar and easy to work with and manage.

How to access the Campaign Manager

When you open your LinkedIn page, you’ll see the icon Advertise on the top-right corner of the screen. You’ll also find it in the right column when you scroll down. Both are highlighted in the screen below. Click on either of them to take you to the Campaign Manager page.

Different tabs of LinkedIn Campaign Manager

  • Accounts – Selecting the account from which you want to set up the ad for
  • Campaign Groups – Select the group or category you may want to classify your ads into, for example events, services, and so on
  • Campaigns – Set your target audience and budget
  • Ads – You can find all your LinkedIn ads here

4 Steps to create a LinkedIn ad

Setting up an ad on LinkedIn can be broken down into 4 steps.

Step 1 – Select Campaign Group + name the campaign

Select the campaign group under which you want to create a new campaign. You can also create a new group. Here the campaign category is Academy and the name of the campaign is Best campaign ever.

Step 2 – Set up Campaign

These are the stages within setting up an ad campaign on LinkedIn.

  1. Objective selection

Select the objective you want to set for your campaign. LinkedIn allows you to select from 7 objectives as shown on the screen.


  1. Brand Awareness – Expose your brand to a wider audience

Brand awareness as an objective for your ads would not be the most optimum use of your LinkedIn Ad budget. You should use LinkedIn Ads to achieve more direct and tangible results for your business.


  1. Website visits – Drive traffic to your website or any page on your website such as the ;anding page.
  2. Engagement – Get more people engaging with your ads. Engagement on LinkedIn translates to Likes, Comments, Shares, or any type of reaction your ad generates from your audience.
  3. Video views – Get more people to watch your videos.


  1. Lead generation – More quality leads on LinkedIn. Clicking on the ad opens a lead generation form on LinkedIn.
  2. Website conversion – Lead to purchases, registration, or downloads. Such ads will be optimized to reach people that are likely to convert, that is, place an order, register for the event, or follow through on your ad’s CTA.
  3. Job applicants – Promote job opportunities in your company.

In our example, we will use Lead Generation as our ad objective.

B. Audience

The next step of setting up a campaign is to select your audience.

Select the region/country and language of the audience you wish to target. You can select only one language per campaign. To run ads in multiple languages, you need to create multiple campaigns.

You can further narrow down your target audience based on factors such as their:

  • Company size

  • Company Industries

  • Demographics – Age and Gender

  • Education

  • Job Experience – Job Functions, Seniorities, Titles, Skills, Years of experience

Please note in the following screenshot, we have selected our target audience as follows;

They should match the first filter OR the second filter OR the third filter. If you want the filters to be AND not OR, that is all of them applied simultaneously, you should Remove it from here and re-apply them.

Now, to re-apply the filter as an AND and not an OR, click on the Narrow audience further option shown in the following screenshot. It will open the same screen as before and you can follow the same process to apply the filters.

Below every filter box, you will find the Narrow audience further option. Use it to apply filters simultaneously.

So, our final selection looks like this with both OR and AND filters applied.

C. Ad Format

Select the format for your ad based on the options shown on the screen.

If you need to know specifications and best practices for each of these ad formats, you can download the bonus LinkedIn package that we have prepared for you. You’ll find the link at the end of this post.

D. Placement

This indicates if the ads will run on LinkedIn and/or its LinkedIn Audience Network (partner apps and websites). You can see that for lead generation, the option to run ads on LinkedIn Audience Network is auto-disabled.

E. Budget & Schedule

Set your budget to Daily or Lifetime budget or both. Set an amount you’d like to spend.

Based on the amount you enter, you’ll see the figures indicating impressions, CTR, leads etc. shown on the right column change.

As seen in the following screenshot, when we set the amount to $50, it shows 24 – 96 estimated leads for the 30-day period. When we change the amount to $20, the estimated leads come down to 10 – 39. Remember, the figures you see on the right are estimations to give you an idea and the actual numbers will vary.

You can also see a section called Bidding at the bottom of the screen. If you’ve selected the ad objective correctly, we suggest you keep the default Bidding settings to keep things simple at this point, when you’re just getting started with LinkedIn ads.


Select a start and end date if you want your ad to run for a fixed number of days. This option is preferred when running ads to promote an event.

Step 3 – Set up Ads

How to create a new ad

Click on the Set up Ads link in the left column to reach the following screen.

Fill in the Ad Details

  1. Ad Name – Set a name for your ad
  2. Introductory text – Add the text that will appear on the ad right below your company name
  3. Destination URL – Add the link of your company or the landing page
  4. Ad image – Select the ad image from the drive
  5. Headline – Add the text that appears below the ad image
  6. Description – Describe your ad in short

Tips and best practices for LinkedIn Ads

  • Keep your ads light on text. Draw audience’s focus to one thing. Don’t crowd the image with too many elements.
  • Write creative ad copies that will grab the attention of those who see the ad.
  • Square images or images with 1:1 ratio tend to work better than horizontal ones.
  • You have 200 characters for headlines and 300 for description, so try to avoid fluff. Keep your writing crisp.

Create a new Lead Generation Form and fill in the details

  1. Select your Call-to-action
  2. Select Create new…
  3. Add a Headline
  4. Add offer details (optional)
  5. Add Privacy policy URL

6. Select the questions you need to ask your leads. In addition to the Name and Email address, you can also ask for company and work related information. LinkedIn uses the data from the audience profiles to pre-fill information such as First Name, Last Name, Email address, Company name, Job Title, and more.

7. You can also add up to 3 custom questions that you would like to ask your leads. The answers to these questions may be single line inputs or multiple choice. Keep these questions to the minimum, as more questions on a form can be off-putting resulting in fewer leads.

8. Add the Confirmation message. This is the text the audience will see after they submit the form.

Step 4 – Review & Launch

Review the ad details and now you’re ready to launch your campaign.

LinkedIn ad formats

Here are the different formats for LinkedIn ads that you can use.

  • Single Image format
  • Carousel
  • Video
  • Spotlight Ad (visible alongside your profile picture on the right hand side of your LinkedIn page)
  • Conversation
  • Text
  • Lead Generation (along with the Lead generation forms)

Costing of LinkedIn Ads

Depending on your objective and nature of ads, you can plan your budget based on the 4 important metrics on LinkedIn:

  • Cost Per Click (CPC)
  • Cost Per Thousand Impression (CPM)
  • Cost Per View (CPV)
  • Cost Per Engagement (CPE)

If you have any questions regarding LinkedIn ads, drop them in the comments section below, and we’ll be sure to help.

For those of you looking to level up your skills in Digital Marketing, SEO, Lead Generation, Performance Marketing, Advanced Social Media and more, visit to explore all of our courses to identify the best ones that match your needs.

As promised, you can download the LinkedIn Ads Bonus package, which contains LinkedIn Ads Targeting Playbook, LinkedIn Ads Guide, and LinkedIn Retargeting Guide, from here. It includes detailed steps, examples, specifications, and best practices to make it super easy for you to set up different kinds of LinkedIn ads for your company

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