How to create LinkedIn Campaigns

By Digital Deluxe / June 9, 2022

Millions of professionals use LinkedIn to grow their businesses and careers. Currently, LinkedIn has over 30 Million businesses, making it the perfect platform for any B2B company looking to make lasting connections.  Additionally, your ad can reach up to 12% of the world’s population. Setting up a LinkedIn campaign could be the stepping stone your business needs. You will have access to a professional audience with immense spending power.

But how do you set up an ad campaign?

In this article, we will take a look at how to create a LinkedIn Ad Campaign and promote your business.


How to create a LinkedIn Campaign

Creating your first LinkedIn ad is not as hard as you might think. Below is a step by step guide to get you started.

To set up and manage a LinkedIn ad campaign successfully, you need to have a Campaign Manager account.

Once you log onto the LinkedIn Marketing Solutions platform and click on Create Ad, you will need to open a Campaign manager account (if you do not have one).

The Campaign manager gives you complete control over your ad campaign and enables you to:

  • Set your campaign budget.
  • View performance reports.
  • Select your goals and objectives.
  • Manage billing for multiple LinkedIn accounts.
  • A detailed breakdown of all the actions generated by your ad. Including likes, comments, shares, and conversions.
  • A review of the demographic of LinkedIn users who clicked on your ad

Now to the ad creation

What do you want people to do when they see your ad?

LinkedIn offers you three campaign objectives:

  • Awareness. Your ad campaign objective is to increase brand awareness.
  • Consideration. Your objective is to increase website visits, video views, and engage your target audience.
  • Conversion. Your objective is to make sales, get job applications, improve lead generation.

Why should you set objectives?

Objectives allow you to customise your campaign, get better ROI, and receive relevant reports on your campaign.

Additionally, your objectives determine how you get to promote your business (more on this later).

When running an online marketing campaign, targeting is everything.


Targeting the right audience takes you a step closer to meeting your objectives. It improves audience engagement and increases the chances of conversion.

80% of leads generated by B2B companies come from LinkedIn. This is because LinkedIn has over 20 different targeting categories including:

  • Company size
  • Education level
  • Company name
  • Member interests
  • Job experience
  • Member schools
  • Skills
  • Job title
  • Job seniority
  • And more

You don’t need to use all the options but feel free to experiment with your target audience.

Advertising can be very tricky. Without the right advertising format, your ad can look bland and lifeless.

Luckily, LinkedIn offers an array of exciting and engaging ad formats to choose from.

Let us take a look at some of them.

a. Sponsored content

This ad appears as part of a user’s LinkedIn feed. It looks similar to status updates and often includes an image, video, or carousel ad.

These ads are great for lead generation and audience engagement.

Helpful tips:

  • Use engaging headlines.
  • Use large images
  • Use a clear CTA
  • Keep your descriptive copy below 70 characters.

b. Message ads

LinkedIn advertisements allow you to reach professionals and hold conversations by massaging them. Message ads enable you to send direct messages, nurture relationships and get instant feedback.

Helpful tips:

  • Be personal.
  • Send a relevant ad.
  • Include a link to your products or services.
  • Include a Lead Gen form.

c. Dynamic ads

Dynamic ads use a member’s profile data such as their picture, name, or job title to create a personalized ad. You can use them to send job ads, increase your company’s online following, and drive traffic to your site.

Dynamic ads tip: Exclude existing followers from seeing your ad.

d. Text ads

You can create and launch your text ad in minutes. It is also possible to use different variations of the same ad.

Text ads tips

  • Use a strong call to action.
  • Test multiple ad versions.
  • Address your audience directly

Setting a budget helps you control your campaign spending. It also allows you to measure your ROI. LinkedIn campaigns enable you to enter your suggested bid, start date, end date, daily budget, and total budget.

LinkedIn offers the following budgeting options.

  • Cost Per Send (CPS). You pay for each message sent.
  • Cost Per Click (CPC). You pay for the total number of clicks on your ads.
  • Cost per mile (CPM). You pay a fixed rate for every 1,000 views.

LinkedIn’s auction system rewards bidding that focuses on member engagement. So you do not have to be the highest bidder to win.

This is the final step in the process. You will need to include:

  • An image.
  • An engaging headline.
  • A good description.
  • A destination URL.
  • A call to action.

Just in case you have trouble creating your ad, LinkedIn has several helpful tips on ad creation to pick from.


Promoting on LinkedIn: Best practices

As you may have already gathered, LinkedIn advertisements are great at promoting businesses. Based on your objectives, you can create awareness, generate conversions, and get consideration. How?

Let’s take a look at some of the steps you can take to promote your business through LinkedIn advertisements.

Your LinkedIn profile is the first point of contact. Your audience can learn more about your brand and engage with your content. Consider including your company size, logo, links to your website, and regular status updates. Always keep the information up to date.

Like all other online ads, LinkedIn ads are dependent on keywords. To make your ad successful, insert keywords that potential customers are likely to use when searching for your product or service.

You can also include links to your website and optimise your content for SEO.

How likely are you to engage with an insensitive and pretentious brand? People are more likely to engage with a brand that feels genuine. Customer engagement is all about building a relationship. It should evoke the right feelings and exhibit transparency. Try to start discussions and ask your audience what they would like to see.

Customers are likely to work with a trusted brand. Reviews and recommendations are social proof that your brand is trustworthy. Request your clients and industry peers to review your platform.

In conclusion

Creating a LinkedIn campaign is easy and fast. All you need to do is follow the steps outlined above. With the right ad format and copy, you can make a good impression. Remember that you can try different ad formats until you settle on a working formula.

For more tips on social media marketing, stay tuned to our blog.