How to Start LinkedIn Ads in 2020

How to Get Started with Your First LinkedIn Ad Campaign?

LinkedIn is an exceptionally important tool to connect with various niche experts. It is also a highly useful inbound marketing platform.

For B2B marketers LinkedIn is a powerful social channel.

LinkedIn has a powerful ads platform that can help your business reach a powerful professional audience.

If you’re new to LinkedIn ads, don’t worry!

We’ve compiled a fantastic step-by-step guide to get you to set up your very first LinkedIn ad campaign.

Try them and let your first ad campaign get started.

1. Create A Free LinkedIn Page

Having a completed LinkedIn Page is required in order to run Message Ads and Sponsored Content. 

LinkedIn Pages are free to setup and easy way to build your brand on LinkedIn.

All you need to begin is a standard LinkedIn account and simply verify your email address.

2. Determine Your Objective

An objective is an action you want your customers to take after seeing your ad. 

Selecting an objective helps you to establish a goal and customize your campaign based on your objective.

3. Get to Know the Ad Formats

Advertisers on LinkedIn can use Sponsored Content, Message Ads, Text Ads, or a mix of all three.

  • Sponsored Content is native advertising and it appears in the LinkedIn feed across all devices: desktop, mobile, and tablet.
  • Message Ads delivers a personalized, targeted LinkedIn message, that is used to drive more conversions than standard email campagns.
  • Text Ads are pay-per-click (PPC) or cost-per-impression (CPM) ads that appear across the LinkedIn desktop.

4. Create Your Campaign Manager Account

Campaign Manager is the amazing all-in-one ad platform used on LinkedIn.

You can begin by setting up ad accounts, then run campaigns.

Remember to control your budget as soon as you sign in. All you need is a LinkedIn account and a credit card to get started.

5. Sign into Campaign Manager

Campaign Manager is the advertising platform on LinkedIn.

After you create a free account, the platform will guide you through each step of setting up your first campaign.

6. Choose your objective

An objective is an action you want your audience to take upon seeing your ad.

Selecting the objective helps show ad formats, all the features, and the bid-types that support your objective.

Select objective that best fits your goal as below-


  • Brand awareness


  • Website visit
  • Engagement
  • Video views


  • Lead generation
  • Website conversion
  • Job applicants

7. Build Your Target Audience

Next, build and save an audience for your campaign.

You can target professional traits including things like job title, company name, and industry type.

Target by personal professional interests, or customize by bringing in your own data using Matched Audiences which includes retargeting, email contact targeting, and account-based targeting.

8. Choose Your Ad Format

After building your audience, you’ll then be asked to choose an advertisment format for your first campaign.

Depending upon your objective, you can select from the various Sponsored Content formats or Text Ads.

9. Set Your Bid and Budget

Setting and maintaining your initial budget will help you automate and control costs.

This will in time validate your marketing strategy. The Campaign Manager will suggest a broad range of bids.

This is based on current competing bids for your target audience.

10. Set Up Your Ad Creative

As you create Sponsored Content and Text Ads, Campaign Manager will generate previews in different sizes and environments, so you can see what they’ll look like.

For Message Ads, test it first by sending yourself a message to preview.

11. Save Your Billing Information

The final step before launching your first campaign is to set up payment details.

Enter a debit or credit card, save, and your campaign will enter a review process before launching.

With the right amount of patience and strategy, LinkedIn ad campaigns can be a huge factor in your company’s marketing success.

LinkedIn has a very powerful advertising platform, so, don’t leave this off your social campaign marketing list.