Your go to Guide for LinkedIn Ads(2025)

Beginner in LinkedIn Ads? Here’s a Quick Guide!

If you are new to LinkedIn advertising, understanding the structure of a LinkedIn Ad Account is crucial to running successful campaigns. LinkedIn offers a well-organized hierarchy that ensures businesses can manage their ad campaigns effectively, target the right audience, and optimize performance. If you're already familiar with Meta Ads, then LinkedIn Ads will be easy for you!

Here is the quick breakdown of the LinkedIn Ad Account structure to help you get started.

• Account Level
• Campaign Groups
• Campaign
• Ads

1. LinkedIn Campaign Manager (Account Level)

At the highest level, LinkedIn Campaign Manager serves as the central hub for managing all your advertising activities. This is where you set up and oversee all aspects of your ad campaigns, including billing, user permissions, and reporting.

If your business operates in multiple regions or serves different customer segments, you may have separate LinkedIn Ad Accounts under the Campaign Manager to efficiently manage different target markets. Each account maintains independent budgets, campaigns, and performance analytics, allowing for better organization and control over ad spending.

2. Campaign Groups

Campaign Groups act as the umbrella under which individual campaigns are categorized. They help organize campaigns based on specific marketing objectives, business goals, or audience segments. This structure makes it easier to manage multiple campaigns while maintaining clarity and focus.

Examples of Campaign Groups:

1. Brand Awareness Campaigns – Designed to increase visibility and recognition of your brand among LinkedIn users.
2. Lead Generation Campaigns – Focused on capturing valuable leads through LinkedIn’s lead generation forms or directing traffic to landing pages.
3. Retargeting/Remarketing Campaigns – Target users who have previously interacted with your business, helping reinforce brand messaging and drive conversions.

By properly structuring Campaign Groups, you can streamline your marketing efforts, ensuring that each campaign aligns with your broader business strategy.

3. Campaigns (Targeting & Budgeting)

Within each Campaign Group, you create individual Campaigns that define the audience, objectives, and budget allocation. Each campaign is tailored to achieve specific marketing goals, and LinkedIn allows you to choose from various campaign objectives to match your business needs.

Common LinkedIn Ad Objectives:

1. Brand Awareness – Boost visibility and increase recognition among potential customers.
2. Website Visits – Drive traffic to your website or a specific landing page.
3. Engagement – Encourage interactions such as likes, shares, and comments on your posts.
4. Lead Generation – Collect leads through LinkedIn’s built-in lead forms or external landing pages.
5. Video Views – Promote video content to engage your audience and improve brand recall.
6. Job Applications – Attract and recruit top talent by promoting job listings directly on LinkedIn.

Once the campaign objective and location are set, Choose your audience:

Some popular audience types are:

• Based on Job Titles,
• Based on Company Names,

• LinkedIn Ads Retargeting

• Member Groups.

Choose your preferred ad format. Carousels and Video ads bring you more engagement compared with other formats.

Common LinkedIn Ad Formats:

• Single Image Ads – Best for brand awareness and lead generation; simple yet highly effective.
• Carousel Ads – Allow multiple images in a swipeable format, great for storytelling and showcasing multiple products.
• Video Ads – High engagement format that helps with brand recall and storytelling.
• Message Ads – Delivered directly to a user’s LinkedIn inbox for personalized outreach.
• Text & Dynamic Ads – Designed for precise targeting, these appear in LinkedIn’s right rail and can be dynamically personalized.
• Spotlight ads - To create more recall value without wasting much budget.

Read our blog on LinkedIn Ad carousel guide that will help you understand the specs and other nuances.

4. Ad Creatives (Testing & Optimization)

Within each campaign, multiple Ad Creatives are developed to test different messaging, visual elements, and calls to action (CTAs). This helps in optimizing performance and ensuring that the most effective ads are displayed to your target audience.

The ad dashboard includes:

• Introduction text - Allows 600 characters. This comes just above the image.
• Ad Image Upload Option
• Headline: Comes just below the image. 200 characters are allowed.
• Description - This comes just below the headline. 300 characters are allowed.
• CTA button

To maximize ad effectiveness, it’s essential to continuously monitor performance metrics such as click-through rate (CTR), conversion rate, and cost per lead (CPL).

Pro Tip:

Always monitor performance through LinkedIn Analytics and adjust your targeting, bidding, and creatives based on real-time data. Regularly testing different ad variations and optimizing based on performance insights will help you achieve better results.

Final Thoughts

LinkedIn Ads may seem daunting if you're a beginner, but once you start working with them, you'll get accustomed to the dashboard in a couple of months.

If you're looking for an experienced professional, we offer digital marketing services including SEO, Social Media, Meta, and LinkedIn Ads.