LinkedIn Ads

Success Guide:
Checklists for Every Campaign
 Get Your Checklist
• Lead Generation
• Website Conversions
Bonus Resources
• Website Visits
Recommended Ad Formats
• Brand Awareness by Objective
LinkedIn Audience Network
• Engagement Best Practice Checklist
• Video Views

LinkedIn Ads Success Guide

Checklists for Every Campaign
 Targeting
Ensure your audience size is at least
50,000 members to improve performance
and reduce costs. Smaller audiences tend
to increase your cost per key result.
Turn off Audience Expansion if you only want to
reach your defined target audience.Audience
Expansion increases campaign reach by
showing your ads to members who are similar
to, but outside of, your target audience.
For prospecting campaigns, exclude current
customers, employees, competitors,pipeline
opportunities, and prior Lead Gen
Form submitters. Learn more.
Build retargeting audiences from website
visitors or people who previously engaged with
your ads to nurture them towards conversion.
Create a predictive audience using LinkedIn’s
AI and your own data source, such as
retargeting, contact, or company lists, to find

Lead
people who are most likely to become
your customers.

Bidding
Generation Allocate a daily budget of at least US$100 and
a minimum campaign duration of 4 weeks.
Pre-Launch Checklist You can also choose to set a lifetime budget to
allow Campaign Manager to optimize spend
across the entire campaign duration. Either way,
the goal is to ensure that your campaign has
enough time and scale to produce good results.
Use maximum delivery as your bidding strategy
to get the most results from your full budget. If
Use LinkedIn Accelerate to
you need more control over your cost per result,
automate campaign set-up. use cost cap bidding but refrain from setting a
low bid amount to prevent under-delivery. We
With AI-powered targeting, creative, recommend setting a bid that is higher than
and bidding, Accelerate can improve the recommended amount.
cost per action by up to 42%. When running campaigns with overlapping
audiences, use Dynamic Group Budget to
Learn more ensure that your campaigns are not bidding
against each other.

Lead Generation
Back to top
Pre-Launch Checklist
Creative Measurement
For all ads Set a clear goal using lead generation
Create 3-5 ads with different copy, visuals or both. performance metrics such as:
Ensure your ad copy and creative are relevant to
- Number of leads
your audience.
- Lead form opens
Highlight your value proposition and include a - Lead form completion rate
strong call-to-action. - Cost per lead
Localize your ads (language, visuals) to enhance
ad relevance. Install the LinkedIn Insight Tag to unlock
demographics of your website visitors, track their
Set ad rotation to ‘optimize for performance’. Website Actions and build retargeting audiences.
LinkedIn Ads will show the highest-performing
ads to your audience for best results.
Enable Conversion Tracking via the Insight Tag or
For LinkedIn Lead Gen Forms Conversions API. Ensure your conversion rules
match your conversion URL and are verified.
Clearly explain how audiences will benefit from
submitting their information and what to expect
If you have a LinkedIn Business Manager account,
after they do so.
connect your CRM system to access the
Use no more than 3-4 form fields for higher Revenue Attribution Report to track key metrics
completion rates. like revenue won, return on ad spend, pipeline
and more.
Include a custom image in your form.
Avoid hashtags or URLs in your ad copy to focus
clicks to your form.

Lead Generation
Pre-Launch Checklist
Back to top
Lead Low form opens?

Generation Review your campaign demographics to see

who is actually engaging with your ads and
adjust your targeting parameters accordingly.
Optimization Checklist Use suggested creative optimizations to ensure
that your ad creative and copy are relevant to
your audience.

Start optimizing 2 weeks after If using cost cap or manual bidding, ensure that
your campaign goes live. you are not bidding too low and missing out on
quality audiences.
New campaigns enter a learning phase
where Campaign Manager learns to High CPL?
optimize your ads for better results, so allow
it time before making any changes as doing Assess the quality of leads against other
so can cause the learning phase to restart. channels. High quality leads may cost more
but are more likely to convert into
paying customers.

Assess if you are targeting ‘cold’ audiences.

Consider a separate nurture campaign to
deepen consideration and improve
High form opens but readiness before attempting to
generate leads.
low completion rate?
Create a separate retargeting campaign
Check for any disconnect between your ad to re-engage people who opened your
creative and Lead Gen Form. Ensure clear Lead Gen Form but didn’t submit, visited
and consistent messaging that also aligns your website, or engaged with your ads
with your call-to-action button. to get more leads at a lower cost.

Ensure that your Lead Gen Form is easy to Switch to cost cap bidding for better
complete: use no more than 3-4 form fields cost control.
and keep custom questions (if any) simple.

Create a separate retargeting campaign to Want higher lead quality?

re-engage people who opened your form
but didn’t submit. Exclude people who Identify irrelevant leads and exclude such
already submitted the form. profiles from your targeting.

Lead Generation
Optimization Checklist
Back to top
 Targeting
Review campaign demographics to
understand performance by audience
segment. Redistribute budget towards
high-performing segments.
Create a separate retargeting campaign to
re-engage people who opened your Lead Gen
Form but didn’t submit, visited your website, or
engaged with your ads to get more leads at a
lower cost. Exclude people who already
submitted the form.
Once you have at least 300 leads, launch a
separate predictive audience campaign, using
LinkedIn’s AI and data from your first campaign
to find more people who are likely to convert.
Exclude current customers, employees,
competitors, pipeline opportunities, and prior
Lead Gen Form submitters.

Bidding
Review bids and budget every week to ensure
campaign delivery remains healthy.
If using cost cap or manual bidding, ensure that
you are not bidding too low and missing out on
quality audiences. We recommend setting a bid
that is higher than the recommended amount.

Creative
Review performance by creative. If completion
rates are higher for one or more creatives, learn
what’s driving better performance. Consider
turning off or replacing lower-performing creatives.
A/B test other recommended ad formats for
lead generation.

You can get personalized, data-driven

recommendations to improve performance
and return on investment (ROI) in Campaign
Manager’s Recommendations Hub.

Lead Generation
Optimization Checklist
Back to top
 Targeting
Ensure your audience size is at least 50,000
members to improve performance and reduce
costs. Smaller audiences tend to increase your
cost per key result.

Turn on LinkedIn Audience Network to maximize

your reach and lower cost per result.

Turn off Audience Expansion if you only want to

reach your defined target audience. Audience
Expansion increases campaign reach by
showing your ads to members who are similar
to, but outside of, your target audience.

For prospecting campaigns, exclude current

customers, employees, competitors, pipeline
opportunities, and prior Lead Gen Form
submitters. Learn more.

Build retargeting audiences from website visitors

Website or people who previously engaged with your ads

to nurture them towards conversion.

Conversions
Create a predictive audience using LinkedIn’s AI
and your own data source,such as retargeting,
contact, or company lists, to find people who
are most likely to become your customers.
Pre-Launch Checklist

Use LinkedIn Accelerate to

automate campaign set-up.

With AI-powered targeting, creative,

and bidding, Accelerate can improve
cost per action by up to 42%.

Learn more

Website Conversions
Pre-Launch Checklist
Back to top
 Bidding
Allocate a daily budget of at least US$100
and a minimum campaign duration of 4 weeks.
You can also choose to set a lifetime budget to
allow Campaign Manager to optimize spend
across the entire campaign duration. Either way,
the goal is to ensure that your campaign has
enough time and scale to produce good results.

Use maximum delivery as your bidding strategy

to get the most results from your full budget. If
you need more control over your cost per result,
use cost cap bidding but refrain from setting a
low bid amount to prevent under-delivery. We
recommend setting a bid that is higher than
the recommended amount.
When running campaigns with overlapping
audiences, use Dynamic Group Budget to
ensure that your campaigns are not bidding
against each other.

Creative
Create 3-5 ads with different copy, visuals or both.

Ensure your ad copy and creative are relevant to

your audience.

Include your landing page URL at the end of your

ad copy for an additional click opportunity.

Highlight your value proposition and include a

strong call-to-action.

Ensure your landing page is mobile-friendly and

loads quickly.

If there is a form on your landing page, place it

above the fold and use no more than 5 form fields.

Localize your ads (language, visuals) to enhance

ad relevance

Set ad rotation to ‘optimize for performance’.

LinkedIn Ads will show the highest-performing
ads to your audience for best results.

Website Conversions
Pre-Launch Checklist
Back to top
 Measurement
Set a clear goal using Website Conversion performance metrics such as:

- Number of conversions
- Conversion rate
- Cost per conversion

Install the LinkedIn Insight Tag to unlock demographics of your website visitors, track
their Website Actions and build retargeting audiences.

Enable Conversion Tracking via the Insight Tag or Conversions API. Ensure your
conversion rules match your conversion URL and are verified.

If you have a LinkedIn Business Manager account, connect your CRM system to access
the Revenue Attribution Report to track key metrics like revenue won, return on ad spend,
pipeline and more.

Website Conversions
Pre-Launch Checklist
Back to top
 Optimization Checklist
Website Low CTR to your landing page?

Conversions Review your campaign demographics to see who

is actually engaging with your ads and adjust
your targeting parameters accordingly.
Optimization Checklist
Use suggested creative optimizations to ensure
that your ad creative and copy are relevant to
your target audience.

Include keywords that would resonate with

audiences in your ad copy.
Start optimizing 2 weeks after
your campaign goes live. Keep ad copy concise to promote higher CTR.

New campaigns enter a learning phase Ensure that your call-to-action grabs attention
where Campaign Manager learns to and compels them to act.
optimize your ads for better results, so allow
it time before making any changes as doing If using cost cap or manual bidding, ensure that
you are not bidding too low and missing out on
so can cause the learning phase to restart.
quality audiences. We recommend setting a bid
that is higher than the recommended amount.

High cost per conversion?

Assess if you are targeting ‘cold’ audiences.
Consider a separate nurture campaign to
High CTR but deepen consideration and improve readiness
low conversions? before attempting to generate leads.

Create a separate retargeting campaign to

Check for any disconnect between your ad
re-engage people who visited your landing page
creative and landing page to ensure clear and
but didn’t convert. Exclude people who have
consistent messaging that also aligns with your
already converted.
call-to-action.

Switch to cost cap bidding for better cost control.

Create a separate retargeting campaign to
re-engage people who visited your landing If your goal is to generate leads, test a Lead
page but didn’t convert. Exclude people who Generation campaign using LinkedIn Lead Gen
have already converted. Forms to collect leads within the feed instead.

Website Conversions
Optimization Checklist
Back to top
 Targeting
Review campaign demographics to
understand performance by audience
segment. Redistribute budget towards
high-performing segments.

Create a separate retargeting campaign to

re-engage people who engaged with your ad
but didn’t convert. Exclude people who have
already converted.

Once you have at least 300 leads or conversions,

launch a separate predictive audience campaign,
using LinkedIn’s AI and data from your first
campaign to find more people who are likely to
convert. Exclude current customers, employees,
competitors, pipeline opportunities, and prior
Lead Gen Form submitters.

Bidding
Review bids and budget every week to ensure
campaign delivery remains healthy.

If using cost cap or manual bidding, ensure that

you are not bidding too low and missing out on
quality audiences. We recommend setting a bid
that is higher than the recommended amount.

Creative
Review performance by creative. If conversions
are stronger for one or more creatives, learn what’s
driving higher performance. Consider turning off
You can get personalized, data-driven or replacing lower-performing creatives.
recommendations to improve
performance and return on investment A/B test other recommended ad formats for
(ROI) in Campaign Manager’s website conversions.

Recommendations Hub.

Website Conversions
Optimization Checklist
Back to top
 Targeting
Ensure your audience size is at least 50,000
members to improve performance and reduce
costs. Smaller audiences tend to increase your
cost per key result.
Turn on LinkedIn Audience Network to maximize
your reach and lower cost per result.

Bidding
Allocate a daily budget of at least US$100 and a
minimum campaign duration of 4 weeks. You can
also choose to set a lifetime budget to allow
Campaign Manager to optimize spend across
the entire campaign duration. Either way, the
goal is to ensure that your campaign has enough
time and scale to produce good results.
Use maximum delivery as your bidding strategy
to get the most results from your full budget. If you
need more control over your cost per result, use

Website
cost cap bidding but refrain from setting a low
cap amount to prevent under-delivery. We
recommend setting a bid that is higher than the

Visits
recommended amount.
When running campaigns with overlapping
audiences, use Dynamic Group Budget to
ensure that your campaigns are not bidding
Pre-Launch Checklist against each other.

Use LinkedIn Accelerate to

automate campaign set-up.

With AI-powered targeting, creative,

and bidding, Accelerate can improve
cost per action by up to 42%.

Learn more

Website Visits
Pre-Launch Checklist
Back to top
Creative Measurement
Create 3-5 ads with different copy, visuals or both. Set a clear goal using lead generation
performance metrics such as:
Ensure your ad copy and creative are relevant to
your audience. - Clicks to landing page
- Clickthrough rate
Highlight your value proposition and include a - Cost per click
strong call-to-action.
Install the LinkedIn Insight Tag to unlock
Keep ad copy concise to encourage higher CTR. demographics of your website visitors, track their
Website Actions and build retargeting audiences.
Include your website URL at the end of your ad
copy for an additional click opportunity.
Enable Conversion Tracking via the Insight Tag
or Conversions API. Ensure your conversion rules
Ensure your website is mobile-friendly and match your conversion URL and are verified.
loads quickly.

If you have a LinkedIn Business Manager

Localize your ads (language, visuals) to enhance
account, connect your CRM system to access
ad relevance.
the Revenue Attribution Report to track key
metrics like revenue won, return on ad spend,
Set ad rotation to ‘optimize for performance’. pipeline and more.
LinkedIn Ads will show the highest-performing
ads to your audience for best results.

If your goal is to get people to take an

action on your website, such as filling up
a form, create a Website Conversions
campaign instead.

Website Visits
Pre-Launch Checklist
Back to top
Website
Optimization Checklist

Visits
Optimization Checklist

Start optimizing 2 weeks after your

campaign goes live. New campaigns Creative
enter a learning phase where Campaign
Review performance by creative, including
Manager learns to optimize your ads for CTR and website dwell time. If results are
better results, so allow it time before stronger for one or more creatives, learn what’s
making any changes as doing so can driving higher performance. Consider turning
cause the learning phase to restart. off or replacing low-performing creatives.

Include keywords that would resonate with

audiences in your ad copy.
Targeting
Keep ad copy concise to promote higher CTR.
Review campaign demographics to
understand performance by audience Ensure that your call-to-action grabs attention
segment. Redistribute budget towards and compels them to act.
high-performing segments.
A/B test other recommended ad formats for
Create a separate retargeting campaign
website visits.
to re-engage people who viewed your ad
but didn’t visit your website. Exclude
website visitors.

Bidding
Review bids and budget every week to ensure
campaign delivery remains healthy.

If using cost cap or manual bidding, ensure that You can get personalized, data-driven
you are not bidding too low and missing out on
recommendations to improve performance
quality audiences. We recommend setting a bid
that is higher than the recommended amount. and return on investment (ROI) in Campaign
Manager’s Recommendations Hub.

Website Visits
Optimization Checklist
Back to top
 Targeting
Ensure your audience size is at least 50,000
members to improve performance and reduce
costs. Smaller audiences tend to increase your
cost per key result.
Turn on LinkedIn Audience Network to maximize
your reach and lower cost per result.

Bidding
Allocate a daily budget of at least US$100 and a
minimum campaign duration of 4 weeks. You can
also choose to set a lifetime budget to allow
Campaign Manager to optimize spend across
the entire campaign duration. Either way, the
goal is to ensure that your campaign has enough
time and scale to produce good results.
Use maximum delivery as your bidding strategy
to get the most results from your full budget. If you
need more control over your cost per result, use
cost cap bidding but refrain from setting a low
cap amount to prevent under-delivery. We
recommend setting a bid that is higher than the
recommended amount.
When running campaigns with overlapping
audiences, use Dynamic Group Budget to
ensure that your campaigns are not bidding
against each other.

Brand
Awareness
Pre-Launch Checklist

Brand Awareness
Back to top
Pre-Launch Checklist
Creative Measurement
Create 3-5 ads with different copy, visuals Set a clear goal using lead generation
or both. performance metrics such as:

Ensure your ad copy and creative are - Reach

relevant to your audience. - Cost per 1,000 member accounts
- reached
Highlight your value proposition and include
Set up a Brand Lift Test to measure the impact of
a strong call-to-action.
your ads on selected brand metrics.

Localize your ads (language, visuals) to Install the LinkedIn Insight Tag to unlock
enhance ad relevance demographics of your website visitors, track their
Website Actions and build retargeting audiences.
Set ad rotation to ‘optimize for performance’.
LinkedIn Ads will show the highest-performing
Enable Conversion Tracking via the Insight Tag or
ads to your audience for best results.
Conversions API. Ensure your conversion rules
match your conversion URL and are verified.

If you have a LinkedIn Business Manager account,

connect your CRM system to access the
Revenue Attribution Report to track key metrics
like revenue won, return on ad spend, pipeline
and more.
In compliance with General Data Protection Regulation (GDPR),
LinkedIn’s reach reporting is limited to the past 90 days. Learn more

Brand Awareness
Back to top
Pre-Launch Checklist
Brand
Optimization Checklist

Awareness
Optimization Checklist

Start optimizing 2 weeks after your

campaign goes live. New campaigns Creative
enter a learning phase where Campaign
Review performance by creative. If results are
Manager learns to optimize your ads for stronger for one or more creatives, learn what’s
better results, so allow it time before driving higher performance. Consider turning
making any changes as doing so can off or replacing low-performing creatives.
cause the learning phase to restart.
Review secondary metrics like engagement rate
as an indication of how well your ads are
resonating with audiences.
Targeting
Monitor for ad fatigue and refresh your creatives
Review campaign demographics to regularly to keep audiences engaged.
understand performance by audience
segment. Redistribute budget towards Introduce new creative placements using other
high-performing segments. recommended ad formats for brand awareness
to expand reach.
Use data from high-performing segments to
create a predictive audience with LinkedIn’s AI
to launch a separate retargeting campaign.

Bidding
Review bids and budget every week to ensure
campaign delivery remains healthy.
You can get personalized, data-driven
If using cost cap or manual bidding, ensure that recommendations to improve performance
you are not bidding too low and missing out on and return on investment (ROI) in Campaign
quality audiences. We recommend setting a bid Manager’s Recommendations Hub.
that is higher than the recommended amount.

Brand Awareness
Back to top
Optimization Checklist
 Targeting
Ensure your audience size is at least 50,000
members to improve performance and reduce
costs. Smaller audiences tend to increase your
cost per key result.

If your goal is to acquire new followers for your

Company Page, exclude existing followers from
your targeting.

Turn on LinkedIn Audience Network to maximize

your reach and lower cost per result.

Bidding
Allocate a daily budget of at least US$100 and a
minimum campaign duration of 4 weeks. You can
also choose to set a lifetime budget to allow
Campaign Manager to optimize spend across

Engagement the entire campaign duration. Either way, the

goal is to ensure that your campaign has enough
time and scale to produce good results.

Pre-Launch Checklist Use maximum delivery as your bidding strategy

to get the most results from your full budget. If you
need more control over your cost per result, use
cost cap bidding but refrain from setting a low
cap amount to prevent under-delivery. We
recommend setting a bid that is higher than the
recommended amount.

Use LinkedIn Accelerate to When running campaigns with overlapping

automate campaign set-up. audiences, use Dynamic Group Budget to
ensure that your campaigns are not bidding
With AI-powered targeting, creative, against each other.
and bidding, Accelerate can improve
cost per action by up to 42%.

Learn more

Engagement
Pre-Launch Checklist
Back to top
Creative Measurement
Create 3-5 ads with different copy, visuals Set a clear goal using lead generation
or both. performance metrics such as:

Ensure your ad copy and creative are - Total Engagement

relevant to your audience. - Engagement rate
- Follows
Keep your call-to-action simple and direct,
focusing on encouragingcomments, reactions, Install the LinkedIn Insight Tag to unlock
and shares. demographics of your website visitors, track their
Website Actions and build retargeting audiences.
If Company Page follower acquisition is a goal,
make sure your ad copy spells out what value
audiences will get from following your Enable Conversion Tracking via the Insight Tag or
Company Page. Conversions API. Ensure your conversion rules
match your conversion URL and are verified.
Localize your ads (language, visuals) to
enhance ad relevance If you have a LinkedIn Business Manager account,
connect your CRM system to access the
Set ad rotation to ‘optimize for performance’. Revenue Attribution Report to track key metrics
LinkedIn Ads will show the highest-performing like revenue won, return on ad spend, pipeline
ads to your audience for best results. and more.

Engagement
Pre-Launch Checklist
Back to top
Optimization Checklist
Engagement
Optimization Checklist

Creative
Start optimizing 2 weeks after your Review performance by creative. If results are
campaign goes live. New campaigns stronger for one or more creatives, learn what’s
enter a learning phase where Campaign driving higher performance. Consider turning off
Manager learns to optimize your ads for or replacing low-performing creatives.
better results, so allow it time before
Experiment with action-oriented language,
making any changes as doing so can
questions, or conversational tones that invite
cause the learning phase to restart. people to engage.

Respond to comments to your ads promptly.

Starting conversations can help you earn greater
Targeting visibility in the feed and encourage further
engagement.
Review campaign demographics to
Monitor for ad fatigue and refresh your creatives
understand performance by audience
regularly to keep audiences engaged.
segment. Redistribute budget towards
high-performing segments.
Introduce new creative placements using other
Use data from high-performing segments to recommended ad formats for brand awareness
create a predictive audience with LinkedIn’s AI to expand reach.
to launch a separate retargeting campaign.

Bidding
Review bids and budget every week to ensure
campaign delivery remains healthy.

If using cost cap or manual bidding, ensure You can get personalized, data-driven
that you are not bidding too low and missing recommendations to improve performance
out on quality audiences. We recommend
and return on investment (ROI) in Campaign
setting a bid that is higher than the
recommended amount. Manager’s Recommendations Hub.

Engagement
Optimization Checklist
Back to top
 Targeting
Ensure your audience size is at least 50,000
members to improve performance and reduce
costs. Smaller audiences tend to increase your
cost per key result.
Turn on LinkedIn Audience Network to maximize
your reach and lower cost per result.

Bidding
Allocate a daily budget of at least US$100 and a
minimum campaign duration of 4 weeks. You can
also choose to set a lifetime budget to allow
Campaign Manager to optimize spend across
the entire campaign duration. Either way, the
goal is to ensure that your campaign has enough
time and scale to produce good results.
Use maximum delivery as your bidding strategy
to get the most results from your full budget. If you
need more control over your cost per result, use
cost cap bidding but refrain from setting a low
cap amount to prevent under-delivery. We
recommend setting a bid that is higher than the
recommended amount.
When running campaigns with overlapping
audiences, use Dynamic Group Budget to
ensure that your campaigns are not bidding
against each other.

Video
Views
Pre-Launch Checklist

Video Views
Pre-Launch Checklist Back to top
Creative Measurement
Create 3-5 ads with different copy, visuals or Set a clear goal using lead generation
both. You can test videos of different lengths Set a clear goal
performance using such
metrics lead as:
generation
and feature different intros as the first few seconds performance metrics such as:
of a video is critical to grabbing attention. - Total Engagement
- Engagement rate
Keep the copy brief and let the focus be on the
- Follows
video storytelling. Showcase your value proposition
through customer success stories or case studies.
Install the LinkedIn Insight Tag to unlock
Ensure videos include captions to engage people demographics of your website visitors, track their
who watch with sound off. Website Actions and build retargeting audiences.
Prioritize vertical video formats.
Enable Conversion Tracking via the Insight Tag or
While videos can be up to 30 minutes, prioritize Conversions API. Ensure your conversion rules
videos that are 15 to 30 seconds long as these will match your conversion URL and are verified.
qualify for all possible placements across the
LinkedIn feed and Audience Network.
If you have a LinkedIn Business Manager account,
Localize your ads (language, visuals) and call out connect your CRM system to access the
your target audience in your copy to enhance Revenue Attribution Report to track key metrics
ad relevance. like revenue won, return on ad spend, pipeline
Set ad rotation to ‘optimize for performance’. and more.
LinkedIn Ads will show the highest-performing ads
to your audience for best results.

Video Views
Pre-Launch Checklist Back to top
Video
Optimization Checklist

Views
Optimization Checklist

Start optimizing 2 weeks after your Creative

campaign goes live. New campaigns
enter a learning phase where Campaign Review performance by creative. If results are
stronger for one or more creatives, learn what’s
Manager learns to optimize your ads for
driving higher performance. Consider turning
better results, so allow it time before off or replacing low-performing creatives.
making any changes as doing so can
cause the learning phase to restart. Test videos of different durations to find your
audience’s sweet spot. Experiment with short
(5-15 seconds), medium (30 seconds), and
long (60 seconds or longer) videos to find the
Targeting most effective way to tell your story.

Review campaign demographics to Show what makes your business unique in your
understand performance by audience video. A good way of communicating value is
segment. Redistribute budget towards by showcasing how customers are benefiting
high-performing segments. from your solutions through success stories or
case studies.
Use data from high-performing segments to
create a predictive audience with LinkedIn’s AI
to launch a separate retargeting campaign.

Bidding
Review bids and budget every week to ensure
campaign delivery remains healthy.
You can get personalized, data-driven
If using cost cap or manual bidding, ensure that recommendations to improve performance
you are not bidding too low and missing out on and return on investment (ROI) in Campaign
quality audiences. We recommend setting a bid Manager’s Recommendations Hub.
that is higher than the recommended amount.

Video Views
Optimization Checklist Back to top
 Recommended
Ad Formats
by Objective

Brand Web Visits Engagement Video Views Website Lead

Awareness Conversion Generation
Use ads to Get more Drive clicks, Tell your product See increased Get leads using
encourage people to visit social actions, or business story traffic, leads, and forms pre-filled
interaction, your website and Company through video downloads with LinkedIn
announce events Page follows member
and more information

Carousel Ads
Conversation Ads*
Document Ads
Event Ads
Follower Ads
Lead Gen Forms
Message Ads*
Single Image Ads
Spotlight Ads
Text Ads
Thought Leader Ads
Video Ads

* Starting October 2024, LinkedIn supports European Union (EU) targeting for Conversation and Message Ad campaigns. Only EU
members who agreed to see Sponsored Messaging ads in their LinkedIn inbox will experience this change. Learn more

Recommended Ad Format
by Objective
Back to top
LinkedIn
Making the most of
LinkedIn
Audience
Audience
Network
Network
Best Practice Checklist

LinkedIn Audience Network helps you reach Creative

your defined target audience when they visit
our network of trusted third-party publishers, Use Single Image Ads, Carousel Ads, Document
apps and sites. It can help increase your Ads or Video Ads. LinkedIn Audience Network only
campaign reach by up to 25% and bring down supports these ad formats at the moment.
your cost per result.
Prioritise your ad creative and headline. Intro text
Brand Safety may not show up on some desktop renders. Keep
intro text to under 100 characters to prevent
truncation if it does appear.
There are several ways to control where your
ads are displayed: Complete the ‘description box’ in Campaign
Manager to maximize space utilization on
Set up IAB Category exclusions: mobile renders.
Choose to exclude entire categories of
websites and apps based on IAB’s content Preview your ads in Campaign Manager. Click
taxonomy. the three dots in Ad Setup for an indication of how
they will likely render in different placements.
Use customized block lists:
Specify individual websites and apps where
you do not want your ads to appear. Measurement &
Create your own allow lists:
Optimization
Specify individual websites and apps where
Use Publisher Delivery Reports to see where your
you only want your ads to appear.
ads are running. Adjust your exclusions, block list
Download template for block and allow lists. or allow list if necessary.

Review ad performance using the on/off network

breakdown to assess how your ads are
performing in the LinkedIn feed versus LinkedIn
Audience Network placements.

LinkedIn Audience Network

Best Practice Checklist
Back to top
LinkedIn Contributors
More Resources
Linkedin Ads Best Practices Hub
Aishwarya Kanvinde Gabe Feingold
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