/linkedin-ads

name: linkedin-ads
description: When the user wants to set up, optimize, or manage LinkedIn Ads. Also use when the user mentions "LinkedIn Ads," "LinkedIn Campaign Manager," "Sponsored Content," "Lead Gen Forms," "Sponsored Messaging," "Message Ads," "Conversation Ads," "Accelerate," "Classic ad set," "Audience Network," "objective-based pricing," "Insight Tag," "job title targeting," "company targeting," "Matched Audiences," or "B2B paid ads." For organic posts, use linkedin-posts.
metadata:
  version: 1.2.0

Paid Ads: LinkedIn Ads

Guides LinkedIn Ads setup, targeting, and optimization. LinkedIn excels at B2B and professional targeting; use when job title/company targeting matters and ACV is higher.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

Account and product context

• **Campaign Manager** is the main UI: [campaignmanager.linkedin.com](https://www.linkedin.com/campaignmanager) · [Get started (help)](https://www.linkedin.com/help/lms/answer/a9509136)
• **Marketing Solutions** = ads for brands/leads; **Talent Solutions** = hiring products (separate when choosing objectives).
• **Sponsored Content** in-feed and **Sponsored Messaging** generally require a free **[LinkedIn Page](https://business.linkedin.com/advertise/ads/best-practices/what-you-need-to-get-started)** (per official getting-started guidance—confirm in your account).
• **Review**: build **at least ~1–2 days** before go-live; last-minute changes may miss launch. [Ad set best practices](https://www.linkedin.com/help/lms/answer/a422123)

Campaign structure (naming and hierarchy)

**Naming (example)**: `LI_[Objective]_[Audience]_[Offer]_[Date]` (e.g. `LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24`)

**Hierarchy in Campaign Manager (names vary slightly over time):**

| Level | Role | |-------|------| | **Campaign group** | Groups related programs; shared **status and budgets** (optional). | | **Campaign** | **Marketing objective**; budget/scheduling as configured. | | **Ad set** | **Accelerate** or **Classic**; **audience, placements, format, budget, schedule, bid**; conversion/URL params. [Compare types](https://www.linkedin.com/help/lms/answer/a1642380) | | **Ads** | Creative; multiple ads per ad set for A/B. |

**Billing model**: [Objective-based pricing](https://www.linkedin.com/help/lms/answer/a427513) — **billed on the action tied to the objective** (e.g. clicks for traffic-oriented objectives). [Pricing overview](https://business.linkedin.com/advertise/ads/pricing)

**Budget pacing**: Auction-based; on **daily** budgets, spend on a day may **exceed the daily number by a margin**; **pacing** smooths so **7-day** spend does not exceed about **7× daily** (per LinkedIn’s public budget article—**always** confirm the latest text). [Budgets and pacing](https://www.linkedin.com/help/lms/answer/a422101)

**Minimum spend**: There is **no one global fixed** minimum across all cases; very low daily/lifetime budgets are often **rejected in UI**. A common **practical** floor cited in the industry is on the order of **~$10 USD/day per ad set** (not a platform guarantee). Use Campaign Manager as source of truth.

Marketing objectives (funnel, abbreviated)

| Funnel | Example objectives (names evolve—pick in UI) | Typical use | |--------|-----------------------------------------------|------------| | Awareness | Brand awareness | Broad reach | | Consideration | Website visits, Engagement, Video views | Traffic, company/page engagement, video | | Conversion | Lead generation, Website conversions | Leads, **Lead Gen Forms**, on-site events | | Talent | Job applicants, Talent leads (where eligible) | Hiring |

Full list: [Marketing objectives](https://www.linkedin.com/help/lms/answer/a424570)

Ad formats and placements (high level)

[Ads Guide (authoritative for specs)](https://business.linkedin.com/advertise/ads/ads-guide)

Sponsored Content (feed and related)

Aligns with **organic** shapes in **linkedin-posts** (image, video, document, etc.) as **paid** delivery:

• **Single image, video, carousel** (carousel ad cards often **2–10** in guide) · **Document** (PDF/DOC/PPT-style; large page/file limits in guide)
• **Event** ads (promote a LinkedIn Event) · **Job** ads (boost an existing job post)
• **Thought Leader** ads: amplify **qualified** members’ posts (eligibility rules in Ads Guide)
• **Article and Newsletter** ads: promote in-platform long-form/series
• **CTV (Connected TV)**: in-stream **reach**-oriented video with LinkedIn **targeting**; not a feed click campaign by default
• Placements can include **LinkedIn Audience Network (LAN)**—third-party app/site inventory. Toggle/availability is in the ad set. [LAN (help)](https://www.linkedin.com/help/lms/answer/a423409)

Lead Gen Forms

• Native forms on ads; **profile pre-fill**; typically **~12 fields and ~3 custom questions** at most (verify current product)
• Minimize fields for higher completion; sync to CRM/Marketing automation

Sponsored Messaging (inbox)

| Type | Notes | |------|--------| | **Message Ads** | One focused **message** + CTA; body often **~1,500 characters** in product docs (check Ads Guide) | | **Conversation Ads** | **Branching** buttons; long body allowance (often **~8,000 characters** in docs); **up to ~5 CTA** buttons (check guide) |

Text and Dynamic Ads

• **Text ads**: **Desktop**-oriented; small image + text; often CPC/CPM. [Placements (help)](https://www.linkedin.com/help/lms/answer/a417880)
• **Dynamic / Follower / Spotlight** variants: personalized right-rail; see Ads Guide

**Tracking**

• **Insight Tag** for site retargeting and conversion lift · [Conversion tracking hub](https://www.linkedin.com/help/lms/answer/a420536)
• **UTM/URL parameters**: [URL tracking parameters](https://www.linkedin.com/help/lms/answer/a5968064)

Targe