Advertising

How to get started

Create a LinkedIn Page

First, build your company's brand and build trust with your community.

Campaign Manager

Second, create your first ad campaign on LinkedIn's ad platform.

Sign in to Campaign Manager

Ad formats

Sponsored Content

Reach and engage a professional audience in the LinkedIn feed.

Sponsored Messaging

Engage your prospects where professional conversations happen.

Dynamic Ads

Engage prospects with ads automatically personalized to them.

Text Ads

Self-service ad formats to create campaigns in minutes.

See all Ad formats

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Pricing

Discover how much it costs to advertise on LinkedIn.

Targeting

Reach the people who matter most.

Lead Generation

Qualified leads come from a quality audience on LinkedIn.

Boosting

An easy way to reach new audiences by amplifying your best content.

Partners

Trusted integrations and services to power marketing.

Ad Tips & Best Practices

Compare Ads

Resources

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Create ad

How to advertise on LinkedIn

Connect your brand with high-value decision makers when they’re ready to do business.

Create ad

Get started with Campaign Manager

Create a Campaign Manager account to start advertising on LinkedIn.

Campaign Manager lets you set a budget, choose goals, and control your campaign timeline. It also includes features to help you reach your advertising goals:

Step 1: Choose a marketing objective

Start with what you want to achieve.

Choose from the following objectives to customize your campaign:

  • Awareness: Brand awareness

  • Consideration: Website visits, engagement and video views

  • Conversion: Lead generation, website conversions, and job applicants


Your goal — such as impressions, clicks, or video views — shapes the rest of the campaign setup.

Related: Objective-Based Advertising

illustration of Campaign Manager UI

Step 2: Select your targeting criteria

Selecting an audience works the same way regardless of which ad type you choose.

Reach the right audience with LinkedIn’s targeting tools and insights. Choose from over 20 audience attributes, including:

  • Company size
  • Company name
  • Member schools
  • Member interests
  • Member groups
  • Skills
  • Job title
  • Job seniority
  • And more


Targeting is a key part of successful campaigns. Reaching the right people helps drive higher engagement and conversions.

Related: Ad Targeting

illustration of Campaign Manager UI filters

Step 3: Choose your ad format

Select the format that fits your goal and how you want to engage your audience. Use Sponsored Content, Sponsored Messaging, Dynamic Ads, Text Ads, or a mix of all four.

Sponsored Content

Show up in the LinkedIn feed to engage professionals and generate quality leads across the buying journey. Choose from single image, document, thought leader, video, and carousel ads.

With Sponsored Content:

  • Target the right audiences using LinkedIn’s first-party profile data
  • Reach active decision-makers with native ads across desktop and mobile
  • Generate leads, build awareness, and nurture key relationships across the buying journey
Learn more Sponsored Content tips
illustration of a sponsored ad example

Dynamic Ads

Dynamic Ads personalize your creative for each member using LinkedIn profile data, like their name, company, and job title.

Choose from these formats:

  • Follower ads: Promote your LinkedIn Page or Showcase Page and drive follows with a single click on desktop

  • Spotlight ads: Drive website traffic or encourage actions like event registration or product discovery

  • Jobs ads: Attract qualified applicants with personalized job ads across desktop and mobile
Learn more Dynamic Ads tips
illustration of a dynamic ad example

Text Ads

Text Ads are simple, flexible ads that run on a cost-per-click (CPC) or cost-per-impression (CPM) model.

With Text Ads:

  • Launch campaigns quickly with a simple, lightweight format

  • Tailor your messaging to specific professional audiences

  • Control costs by paying per click or per impression
Learn more Text Ads tips
illustration of text ad examples

Sponsored Messaging

Sponsored Messaging lets you connect with prospects directly in LinkedIn Messaging, where business conversations happen.

With Sponsored Messaging:

  • Start direct conversations that spark action

  • Reach prospects in a trusted, professional environment

  • Guide prospects through interactive messaging experiences
Learn more Sponsored Messaging tips
illustration of sponsored messaging ad examples

Step 4: Set your budget and schedule

Set how much you want to spend and how long your campaign will run.

Pricing options:

  • Cost per send (CPS): Pay for each delivered message in Message Ads campaigns

  • Cost per click (CPC): Pay when someone clicks your ad, often used for action-oriented campaigns

  • Cost per impression (CPM): Pay for impressions, typically used for brand awareness


In addition to choosing a pricing option, you’ll set your bid, daily or total budget, and campaign timing. You can adjust or cancel your campaign at any time.

LinkedIn uses an auction system that considers both your bid and engagement, so you don’t need the highest bid to win.

Related: LinkedIn Ads Bidding

illustration of Campaign Manager bid UI

Step 5: Set up your ad creative

In a busy feed, your creative is what helps your message stand out and connect. Create ads that clearly communicate your value and make it easy for your audience to take the next step.

We recommend building 4–5 variations per campaign so you can quickly learn what resonates and optimize performance. Learn how to create up to 5 ads at one time using the media library.

Key components of effective creative:

Imagery

Use clear, relevant visuals that stand out in the feed and reflect your brand. Simple, focused imagery often performs better than busy visuals.

icon illustration of graphic ads

Copy

Keep your message focused and concise. Highlight the value early and make the next step easy to understand.

icon illustration of text copy examples

Format

Use a mix of formats to reach and engage your audience at different stages of the buying journey.

icon illustration of ad formats

Testing

Test different combinations of creative to learn what resonates. Even small changes can lead to meaningful performance gains.

icon illustration of testing reports

Step 6: Measure and optimize your campaign

Once your campaign is live, use performance data to understand what’s working and where to improve.

View campaign performance in Campaign Manager to see what’s driving results. Track metrics like:

  • Engagement
  • Leads
  • Conversions
  • Cost per result


Use campaign insights to refine targeting, improve creative, adjust budget, and make more confident decisions about where to invest next.

Related: LinkedIn Ads Measurement & Optimization

illustration of Campaign Manager report

Additional resources

Customer stories


See how advertisers use LinkedIn Ads to reach their goals.



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Create your first campaign

Follow a step-by-step guide to set up and launch your first campaign.


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Success hub

Find tips and best practices to improve campaign performance.



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Help center

Get answers and support for setting up and managing your campaigns.



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Ready to create your first campaign?

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