Running ads on LinkedIn requires having the right LinkedIn page and account privileges set up. There are a few key things to check regarding your LinkedIn page privileges before you can start running LinkedIn ads.
Having a Company Page
The most basic requirement for running LinkedIn ads is having a LinkedIn Company Page. This provides a place for your ads to drive traffic to and build your company’s presence on LinkedIn. If you don’t yet have a Company Page, you’ll need to create one before you can get started with LinkedIn ads.
To create a LinkedIn Company Page, go to your personal LinkedIn profile and click on “Work” in the top menu bar. Then select “Create a Company Page.” You’ll be walked through the steps to make your new page, including adding info like:
- Company name, description, location, industry, etc.
- Company logo and cover image
- Website URL
- Products/services offered
Fill out as many details as possible to create a robust Company Page that represents your business. This gives users more information about your company when they come across your ads or page organically in LinkedIn searches.
Admin Rights for Ad Accounts
In addition to a Company Page, you need admin access to a LinkedIn ad account to run ads. There are a couple ways to go about this:
- Use an existing ad account you already have admin privileges for.
- Create a new LinkedIn ad account and ensure you are set as the account admin.
If you aren’t sure whether you have access to an existing LinkedIn ads account, check with others at your company to see if there’s already one in place. If so, request to be added as an admin user.
Otherwise, you can easily create a new LinkedIn ad account. Just go to the LinkedIn ads homepage and click “Create ad account.” Follow the prompts to set up a new account tied to your Company Page.
Campaign Manager Access
One more requirement is gaining access to LinkedIn’s Campaign Manager platform. This is where you actually create, deploy, and monitor your LinkedIn ad campaigns. All users with admin privileges for a LinkedIn ad account automatically get access to Campaign Manager.
So when you create a new ad account or are added as an admin on an existing one, you will be able to use Campaign Manager right away. Just log in at www.linkedin.com/campaignmanager to get started setting up campaigns.
Types of LinkedIn Ad Accounts
There are a few different types of LinkedIn ad accounts available. The main options include:
- Self-Serve Ad Account – You manage your own ad campaigns directly through Campaign Manager. This is the most common choice for smaller businesses running their own ads.
- Managed Ad Account – LinkedIn’s in-house team handles optimizing and managing your ad campaigns for you. Best for larger brands who want expertise.
- Partner Program Account – Get help managing campaigns from one of LinkedIn’s approved advertising agency partners.
In most cases, a self-serve account gives you the most control and flexibility over your LinkedIn ads. And it comes with the lowest minimum monthly spending requirement ($10/month).
Associating Your Page and Account
Once you have your Company Page and ad account ready to go, you need to associate them with each other. This connects your ads to the right Company Page so that clicks drive visitors to your LinkedIn presence.
To associate your page and account:
- Go to your LinkedIn Campaign Manager.
- Click on the gear icon in the top right corner.
- Select “Account assets” from the left menu.
- Under “Pages,” click the + icon to add your Company Page.
And that’s it! Your page is now tied to your ad account. Any ads you run will automatically promote your Company Page that you associated.
Meeting Spending Requirements
The final requirement to run LinkedIn ads is meeting the minimum advertising spend level for your account type. Here are the current monthly spending minimums for each:
| Account Type | Minimum Spend/Month |
|---|---|
| Self-Serve | $10 |
| Managed | $5,000 |
| Partner Program | $5,000 |
As you can see, self-serve accounts have the lowest requirement at just $10 per month. Managed and partner program accounts have higher minimums since LinkedIn’s teams devote more resources to optimizing and handling these larger, higher-spend accounts.
In order to remain active and continue running ads, you’ll need to meet the minimum spend for your account type each month. If your spending drops below the threshold for 2 consecutive months, your account could be suspended.
Boosting Spend Strategically
If your ads aren’t hitting the minimum on their own, there are a few ways to strategically boost spending:
- Increase daily budget for existing campaigns
- Add new ad groups and keywords
- Create additional campaigns
- Expand targeting to reach a larger audience
- Test higher cost-per-click bids
Ramp up your spending gradually and monitor results closely. Make sure the extra investment is driving ROI and conversions for your business.
Conclusion
Running LinkedIn ads requires having an active Company Page, access to Campaign Manager through an ad account you manage, and meeting the minimum monthly spending amount.
The key steps are:
- Create or obtain access to your business’s LinkedIn Company Page
- Set up a self-serve, managed, or partner program ad account
- Get admin access to that ad account
- Associate your Company Page with your ad account
- Maintain minimum monthly ad spend
With those prerequisites met, you will have everything needed for running your LinkedIn ad campaigns. Just be sure to monitor performance closely and optimize regularly for best results.
