How to Run LinkedIn Sponsored Content Ads (Beginner’s Guide)

Follow this step-by-step guide to run linkedin sponsored content ads (beginner’s guide). Each step builds on the previous one – complete them in order for best results.

Step 1: Set up linkedin campaign manager

Go to business.linkedin.com and create a Campaign Manager account if you do not have one. You will need a linkedin company page to run Sponsored Content. Add your billing information under Account Settings – Billing. LinkedIn requires a credit card on file before you can launch campaigns.

Step 2: Create a new Campaign Group

Campaign Groups are containers for organizing related campaigns. Click Create campaign group, give it a descriptive name (e.g., ‘Q3 2026 Lead Gen – SMB SaaS’), set a start date and optionally a budget at the group level. Click Save.

Step 3: Create a campaign and choose your objective

Inside your Campaign Group, click Create campaign. Choose your campaign objective from the options: Brand Awareness, Website Visits, Engagement, Video Views, lead generation, Website Conversions, Job Applicants, or Talent Leads. For most B2B marketing campaigns, Lead Generation or Website Conversions are the most relevant objectives.

Step 4: Build your target audience

LinkedIn’s targeting options are its greatest strength. Set targeting by job title, job function, seniority level, industry, company size, company name, geography, skills, LinkedIn groups, degrees, or member interests. Use Matched Audiences to retarget website visitors (requires LinkedIn Insight Tag) or upload a contact list. Aim for an audience size of 50,000 to 500,000 for most campaigns – too small limits delivery, too large reduces precision.

Step 5: Choose ad format and set budget

Select Sponsored Content as your format (single image, carousel, or video). Set your daily budget (minimum , recommended + for meaningful data) and choose your bidding strategy: Maximum delivery for simplicity, or Manual bid for more control. Set a campaign start date and optionally an end date.

Step 6: Create your ad and launch

Write your ad copy: an introductory text (up to 600 characters but 150 or fewer performs best), a headline (up to 70 characters), and a description (up to 100 characters). Upload your image (1200×628 pixels recommended). Add your destination URL or attach a Lead Gen Form. Preview the ad on mobile and desktop. Click Launch campaign.