How to Set Up LinkedIn Ads | Step-by-Step Guide (2025)

How to Set Up LinkedIn Ads: A Complete Step-by-Step Guide

LinkedIn Ads are a powerful tool for B2B marketing. This guide walks you through each step — from account setup and conversion tracking to audience building and ad content creation — so you can run campaigns professionally and effectively.

Step 1: Create a Business Manager Account

• Already have a Business Manager account? → No action needed.
• No? → Create one here

Step 2: Set Up or Connect a LinkedIn Ad Account

• Already have an ad account? → Request access or connect it to your Business Manager.
• No? → Create a new LinkedIn ad account and link it to your Business Manager account.

Step 3A: Connect the Right Company Page

1. Go to Campaign Manager → Click on the ad account → Settings
2. Under “Linked Company Page”, verify that the correct company is linked
3. If not, ask the company page admin to reconnect the correct page

Step 3B: Set Up Billing Details

1. Go to Campaign Manager → Select the correct ad account
2. Go to Account Settings → Billing → Payment Settings
3. Choose a payment method:
   • Credit Card
   • SEPA Direct Debit (in certain countries)
   • Invoicing on request (for larger accounts via LinkedIn Sales)
4. Enter billing details:
   • Company name
   • Address
   • VAT number (if applicable)
5. Save and confirm that the payment method is active and does not require verification

Step 4: Install the LinkedIn Insight Tag (for tracking & remarketing)

1. Go to Campaign Manager → Data → Signals Manager → Insight Tag
2. Copy the Partner ID
3. Install the tag in Google Tag Manager and paste the Partner ID
4. Use Debugview to verify that the tag is firing correctly

Step 5: Set Up Conversion Tracking

1. Go to Campaign Manager → Account Assets → Measurement → Conversions
2. Click “Create Conversion”
3. Configure:
   • Name and Type (e.g. Lead, Sign-up)
   • Choose trigger based on Insight Tag → URL contains e.g. “/thank-you” or “/download”
   • Select an attribution model and conversion window

Step 6: Build Audiences

• Go to Campaign Manager → Audiences → Create Audience
• Use predictive audiences (if available)
• Create Matched Audiences (e.g. based on website visits, email lists, or CRM uploads)

Step 7: Prepare Your Ad Content

• Define your offer or message
• Select the right content formats (image, video, whitepaper, etc.)
• Choose fitting CTAs (e.g. “Learn More”, “Download Brochure”, “Request Demo”)
• Create a draft with:
  • Headline (max. 150 characters)
  • Text (max. 600 characters)
  • Image/video that meets LinkedIn specifications
  • URL with UTM-tagging (for GA4 tracking)

Step 8: Ad Formats and Specifications

Image Ads

• Single Image Ads:
  • Recommended size: 1200 × 627 px
  • Aspect ratio: 1.91:1
  • File type: JPG or PNG (max. 5 MB)
  • Intro text: max. 600 characters (ideal: under 150 for mobile)
  • Headline: 70 characters
  • Description: 100 characters (optional)
• Carousel Ads:
  • Image size: 1080 × 1080 px
  • Aspect ratio: 1:1
  • Up to 10 cards (minimum 2)
  • File type: JPG or PNG (max. 10 MB per image)
• Spotlight Ads:
  • Auto-generated, but requires a logo: 100 × 100 px (PNG or JPG, max. 2 MB)

Video Ads

• File format: MP4
• Length: 3 seconds to 30 minutes (best practice: 15–60 seconds)
• Resolution: Minimum 720p (recommended: 1080p)
• Max file size: 200 MB
• Frame rate: Max. 30 fps

Video Aspect Ratios

Following this structured setup ensures your LinkedIn Ads are built on a solid foundation — from account configuration to ad design. Whether your goal is lead generation, brand awareness, or conversion tracking, each step plays a critical role in long-term success.