Paid Social: Setting up a LinkedIn Ads Campaign

Why use LinkedIn Ads?

LinkedIn is full of business decision makers. In fact, four in five of the 690 million members of LinkedIn have the power to impact business decisions.

A true playground for B2B marketers.

However, it can sometimes feel as though sharing your content is like shouting into the void.

By using LinkedIn ads, you can guarantee your content is reaching the specific and influential decision makers you are after. Furthermore, those decision makers have 2x the buying power of typical online audiences.

Sounds good right?

So, let’s get started.

Step One

LinkedIn Campaign Manager is LinkedIn’s tool where you can create, launch, and evaluate the performance of your LinkedIn ad campaigns.

To set up a Campaign Manager account, you will need your LinkedIn account name as well as administrative access to your organisations LinkedIn Page.

Go to to set up your ad account.

Step Two

Now you can create your ad account, in order to start creating your ad campaigns.

Click the “Create” button and then “account” to begin and fill in each field with the requested information.

You’ll be prompted to set an account name, currency, and associate a LinkedIn Page with your account.

Note: You will not be able to change the currency after moving to the next step.

Now you can click save, and an account will generate for you. You’ll then want to manage your user access and billing centre.

You will then need to decide on your access options and billing options.

Billing: You can choose one of three payment methods. Either credit card, monthly Invoicing or insertion order.

Access options: Click on settings, located next to your account name in campaign manager, and select “Manage Access”. You will then need to allocate member of your organisation to each role of the campaign manager. The roles and responsibilities are as follows:

Account Manager

This is ideal for someone who will be overseeing overall account actions from managing users, creating, and editing campaigns.

Campaign Manager

If you’re only focused on running all the campaigns, this role is for you. However, you won’t be able to manage users.

Creative Manager

You can edit and add new creatives, but you won’t be able to create new campaigns.


Ideal if you want to view campaign data and reports but not edit any ads or campaign details like targeting or daily budget.

Billing Admin

This role is to to handle and change billing details. Account Managers can also be made the billing admin.

Step Three

Now you can start creating your ad campaigns. Here is some advice on best practices when creating a successful ad.

Creative Best Practices according to Linked in:

  • Aim to inform, inspire, and entertain your audience in order to showcase value.
  • Make your posts relevant by calling your audience out directly in the copy or highlight a common struggle for your audience. For example,  “CEOs: Do you need…?”
  • Words count applies, so you will need to avoid jargon, and keep your words simple and direct.
  • Keep your copy concise: Ad headlines under 150 characters lead to more engagement. Anything over 100 characters for description copy may be shortened.
  • Make your call to action (CTA) clear by using phrases such as “Sign Up for the Webinar” or “Try a Demo”. These phrases tend to work better than a generic “Click Here”
  • Use eye catching graphics, including high-resolution, unique images. Content with larger visuals get up to 38% higher click-through-rates (CTR), so opt for bigger images over thumbnails.

Author: Claire Barker, Marketing Executive, Seeblue Marketing

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