How to create a LinkedIn ad campaign in Ad Manager

Modified on: Mon, 29 Sep, 2025 at 7:40 AM

Ad Manager organizes LinkedIn advertising into a three-level hierarchy:

  • Campaign Group : The top-level container.

  • Campaign : Defines budget, audience, and scheduling.

  • Ad : Defines creatives (media, text, CTA, forms).

This guide walks you through creating a Campaign Group and then building campaigns and ads inside it.


TABLE OF CONTENTS




Step 1: Create a Campaign Group




A Campaign Group is the top-level container for your LinkedIn campaigns.

  • Campaign Group Name: Choose a descriptive name (e.g., “Q4 SaaS Leads”).

  • Objective Selection: Select between:

    • Lead Generation - capture leads with LinkedIn forms

    • Website Traffic drive clicks to external landing pages

  • Budget & Schedule

    • Define the daily or lifetime budget for the campaign group.

    • Schedule : Set start and end dates for the campaign group.

  • Bidding

    • Manual bid input for Cost Per Lead (Lead Gen) or CPC (Traffic).


Tip: Campaign Groups help you organize campaigns by business goals.


Step 2: Create a Campaign Inside the Group


Once your group is created, you can add Campaigns.


Fields Defined at Campaign Level

  • Campaign Name : This will have a unique identifier.

  • Media Type : Single image, video or carousel type of media.

  • Language 

  • Geographic location and

  • Optional: Intended Audience


Audience Targeting(learn more: here)

  • Mandatory: Location (include/exclude).

  • Optional Filters: Job Title, Industry, Company Size, Seniority, Skills, Education, Interests & Traits.

  • Logic Builder:

    • Add up to 3 attribute groups.

    • OR logic inside groups.

    • AND logic between groups.

    • Include and Exclude supported.

Example:

  • Group 1 - Job Title = Marketing Manager OR Director

  • Group 2 - Industry = Healthcare

  • Exclude - Interns


Step 3: Create Ads Inside the Campaign


Each campaign can contain multiple ads.

Fields Defined at Ad Level

  • Ad Name : Internal identifier.

  • Media Type (chosen at campaign level):

    • Single Image Ad - Upload one image.

    • Single Video Ad - Upload a video.

    • Carousel Ad - Multiple cards, each with its own:

      • Headline

      • Image/video

      • Destination URL


Creative Fields

  • Introduction Text : Up to 3000 characters.

  • Headline : Up to 70 characters (mandatory).

  • Description : Up to 300 characters (optional).

  • Call-to-Action : Choose from LinkedIn CTA list (Learn More, Download, Apply, etc.).

  • Destination URL : Required for all ads. HighLevel auto-prepends https:// if missing.



Lead Gen Forms (if Objective = Lead Generation)

  • Form Name : Auto-generated, editable.

  • Headline & Description : Shown prominently in the form.

  • Pre-filled Fields : Up to 12 (Name, Email, Job Title, etc.).

  • Custom Questions : Up to 3 (short answer or multiple choice).

  • Hidden Fields : Up to 20 (UTM tags, campaign IDs).

  • Privacy Section : Mandatory privacy URL + optional disclosure text.

  • Consent Checkboxes : Up to 5.

  • Confirmation Page : Thank-you message + optional CTA (Visit Website, Download, Call).

  • Learn more about LinkedIn lead forms and how to create it: here



Step 4: Review & Publish


Before launching, you’ll land on the Review & Publish screen:

  • Campaign objective, budget, schedule and optimization mode.

  • Full creative preview (desktop & mobile).

  • Validation: ensures URLs are valid, budgets meet LinkedIn’s minimums, and required fields are filled.


Step 5: Viewing Campaign Group Performance


After publishing, performance can be tracked in Statistics > LinkedIn. Learn more about LinkedIn statistics in detail in this help document: LinkedIn ad statistics

  • Campaign Group Level : Spend, Impressions, Clicks, CTR.

  • Campaign Level : Conversions, audience effectiveness, CPL.

  • Ad Level : Creative performance (CTR, CPC, CPL, Conversions).


Best Practices


  • Organize by business objective (e.g., Awareness, Lead Gen).
  • Keep Campaigns focused (1 audience definition each).
  • Run multiple ads per campaign to compare creatives.
  • Start broad and then refine with filters.
  • Lead Gen : shorter forms convert better.
  • Traffic: always enable UTM tagging for analytics.

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