LinkedIn Ads: how to create, budget and advertise your ads

LinkedIn ADS is a tool that allows you to create sponsorships and targeted advertising through the creation of posts and other formats explained in this article.

With over 600 million active users worldwide, this is the largest social network for businesses and professionals. It’s also a platform where you can input your professional resume to be found by companies.

Platform users are always looking for solutions, and your presence, if well-structured, through sponsored ads, will enable you to be ready to solve their problems.

LinkedIn ADS represents a tool to integrate into the social media marketing strategy of any company that wants to promote its products and/or services, attract the audience, and engage them.

This cannot be separated from the ability to create captivating and strategic content. By reading this article, you’ll realize that the creation of an Advertising campaign on LinkedIn is anything but simple.

And the LinkedIn Ads platform provides many useful tools to be exploited both by companies and freelancers. To implement a perfect marketing strategy, discover our Social Media Specialist Course and Web Marketing Online Course!

It’s time to get started: let’s see what LinkedIn Ads is and how to create an advertising campaign.

How to create a LinkedIn ADS campaign

It is necessary to have a company page, easily set up from the LinkedIn homepage and access the Campaign Manager, somewhat similar to Facebook’s Business Manager.

In short, the LinkedIn Campaign Management area is the section that allows you to manage your advertising campaigns, modify aspects and details of your page or account, view statistical details of your Social Ads, and so on.

Once logged in, simply select the Page you want to advertise or manage.

Access the campaign manager

LinkedIn Ads Manager is the internal platform where you can manage all your advertising activities, monitor results, structure new campaigns, and manage the budget.

Once the registration procedure is complete, you can access the panel and start creating an Advertising campaign on LinkedIn.

LinkedIn gives you the option to select the ad’s objective based on the type of action you want your target audience to take.

You can then customize your campaign for one of the following objectives:

  • Awareness: increase brand visibility and awareness.
  • Consideration: increase website visits, user engagement, and views of your products and services.
  • Conversion: generate new contacts or sales of products and services on your site.

Analyzing the target audience is fundamental for your marketing strategy. Thanks to the targeting tools provided by the platform, you can create a successful LinkedIn Ads campaign.

There are approximately 20 categories that will help you define your audience, including:

  • Company size
  • Personal interests of your audience
  • Professional interests
  • Skills
  • Job Title
  • Work Experience, and so on

Your audience target

Focus on the analysis of your target audience because this will determine higher user engagement and, simultaneously, higher conversion rates.

I recommend using Audience Expansion if you are trying to reach a broader (yet highly relevant) audience.

In general, consider a very large audience above 600,000 people, and this option can allow you to target a similar audience while staying aligned with the attributes you have included in your targeting.

Save your audience once created to always have it ready for subsequent sponsorships.

Choose the Ad format

The choice of format depends on your goal. Sponsored content is viewable from any device and represents a type of ad that aims for awareness and reaches as many users as possible in terms of ad views.

Creativity within the ad can vary between a carousel, a video, and a single image post. Let’s take a detailed look at the ad formats available on LinkedIn Ads.

InMail Messages

The Message ADS, also known as message format ads, allows you to send private messages to your target audience.

The user will receive your message and view it directly through the notification in the messages section. This type of communication is a promotional form similar to email marketing.

Display Ads

This format is governed by the dynamics of public and private auctions. It is suitable for promoting video or graphic creatives, which are effectively highlighted.

Unfortunately, it is not possible to profile the target audience with high precision, so the communication message will be generic and more transversal.

Dynamic Ads

Dynamic ADS, or dynamic ads, have the characteristic of creating a tailored ad for the user based on the data, photo, and/or name of the company present on their LinkedIn profile.

They must adapt to the characteristics of the audience and reflect the affinities that the brand may have with the prospective customer: for this reason, the call to action must be particularly fitting.

Text Ads

As the name suggests, Text Ads are text boxes, i.e., small ads that are shown on the side of the main feed page. They are only visible to users browsing via desktop.

Being small and placed on the side, it is preferable to combine Text Ads with other types of ads. As the name suggests, they are text boxes that appear on the side of the main feed page.

They are visible to users connecting from the desktop.


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Use the LinkedIn Audience Network

With the LinkedIn Audience Network, allow LinkedIn to publish your ads on high-quality external mobile apps and websites. If you want to use it in your strategy, you can leave it selected.

Otherwise, make sure to deselect it.

Set your budget carefully

In the LinkedIn Campaign Manager panel, you will find suggestions for choosing your budget.

Compared to your ideal audience, LinkedIn will suggest the right offer for you based on what your competitors are spending.

But don’t rush; I will explain at the end of this article how much to spend on LinkedIn for your advertising campaigns.

Preview your ad

For the creation of your ad, thanks to the Campaign Manager, you will have the opportunity to preview how your campaign will be displayed, whether you choose sponsored content or text ads.

If, on the other hand, you are considering a message ad, you can send a test one.

Finally, enter your payment information: to publish your LinkedIn Advertising campaign, you will need to enter your payment information and launch your ad.

Monitor the performance of the LinkedIn campaign

For an effective marketing strategy on LinkedIn Ads, it’s not enough to simply invest a lot; you also need to monitor the results you are achieving.

By entering the Campaign Manager, you will have the opportunity to analyze performance metrics, monitor conversions, view charts and user demographic data, and even download all these results to your computer for easy access.

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Set up conversion tracking

This is the final step in configuring your LinkedIn advertising campaign, a mechanism to measure results beyond clicks.

In LinkedIn’s Campaign Manager, this mechanism is “conversion tracking”, which measures actions taken by a user after visiting your website through an ad.

To set up conversion tracking correctly, it’s important to fill out all sections and enter the pages you want to track (for example, if you want to track leads, enter the URL to your Thank You Page).

Tag LinkedIn insight

The LinkedIn Insight tag is a JavaScript code that you can easily insert into your website (I recommend using Google Tag Manager if you use multiple pixels to manage them).

It is quick and easy to install and unlocks effective reports on your campaigns, allowing you to manage retargeting (or remarketing) and get more precise information about your website visitors.

Advantages of LinkedIn Ads

As mentioned earlier, advertising on LinkedIn allows you to achieve specific goals. That’s why the LinkedIn Advertising tool should be at the center of your marketing strategy.

The first advantage offered by the platform is the ability to create ads that allow people to connect with your company or profession.

Promoting brand awareness, using an objective known as Awareness in the digital realm, is the first step to helping users learn about and talk about your products and services.

With this type of LinkedIn Ads campaign, you can also increase your “followers,” boost views and generate more engagement.

The second advantage you can gain from running campaigns on LinkedIn Ads is in the Consideration category. The second step is to create specific ads for users who have already interacted with your previous posts.

This way, you can encourage more traffic to your website, use storytelling to tell your business or professional story, introduce new products or services, and so on.

Third advantage: generating new contacts (leads) or selling a service/product. By using the pre-filled forms provided by the platform, you can invite users to download a free resource, subscribe to the newsletter, or take advantage of discounts.

In summary, advertising on LinkedIn is a new tool that adapts well to both B2B and B2C contexts.

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Advantages in B2B

  • Generate new contacts through lead-generation campaigns.
  • Advertise your company and strengthen your Brand identity.
  • Share quality and valuable content for users.

Benefits in B2C

  • Promote user engagement through interesting content.
  • Identify the potential reach of your posts through the LinkedIn Audience Network.
  • Leverage the full potential of various ads to make yourself known to other industry professionals.

Therefore, advertising on LinkedIn will allow you to reach your audience, build a reliable corporate and/or professional image, and thus achieve your business goals.

How much to spend on LinkedIn Ads?

Here’s one of the most common questions that you are surely asking yourself. LinkedIn Ads is a platform that allows you to advertise your company using different investment logic.

Payment is processed through Pay-Per-Click (PPC), Cost per Mille Impression (CPM), or Cost per Send (CPS).

Of course, the cost of ads on LinkedIn is managed through budgets, which can be:

  • Daily budget: assign a daily budget starting from a minimum of $10 up to a maximum limit that you are willing to spend on a specific day for your advertising campaign.
  • Total budget: in this case, an initial budget is set that will cover the entire time frame you have chosen for that specific campaign.

Your investment will vary based on the type of action you want the user to take. If the bid is too low, it could affect the results.

That’s why before thinking about the budget, you need to focus on the goals of your campaign.

The budget is optimized for conversions, impressions, or clicks, but choosing the right goals can save you time and money.

In any case, to help you understand what your daily and/or monthly budget might be, you need to ask yourself one question: how many clicks or impressions do I want to get per day?

For example, if you want to try to reach 10 clicks per day and don’t want to spend more than $3 per click, then you need to multiply the hypothetical 10 clicks by $3.

This way, your daily budget will be $30, and your monthly budget will be around $900.

Remember, before starting with a big investment, conduct A/B tests, create variations of the same ad, and monitor the results simultaneously, because only then can you identify the one with the best performance and choose the appropriate budget.

So, “spend” a little more time studying your campaign, and you’ll “save” on your bank account!


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