How to Launch a LinkedIn Campaign Using Propensity

What this is

This article explains how to create and launch a LinkedIn Ad or LinkedIn Carousel Ad campaign through Propensity.

When to use this

Use this guide when you want to launch a LinkedIn campaign from within an existing ABM Campaign in Propensity.

Step 1: Set up your LinkedIn Ad in the Playbook

1. Inside your ABM Campaign, navigate to the Playbook tab.

2. View the contents of your LinkedIn Ad. If you have not created one yet, click New Play + and select the desired play type (LinkedIn Ad or LinkedIn Carousel Ad).

3. Upload your creative assets by clicking Manage Assets:

   • Single Ad: upload your graphic(s) on the view page.

   • Carousel Ad: upload your graphic(s) in edit mode.

   • You can use Canva or Figma templates to help create your ads.

   • You may also add Alt Images to include multiple ad variations of the same size.

4. When you are ready to edit the remaining content, click the Edit Content button in the top right corner.

LinkedIn Ad requirements

Single Ad

• Start and end date

• Click URL (directs users to a specific landing page or website when they click the ad)

• Call to Action

• Headline (max 200 characters)

• Introductory Text (max 600 characters)

Carousel Ad

• Minimum of 2 cards, maximum of 10 cards

• Individual image spec: 1200x1200 pixels

• Supported formats: JPG, PNG, GIF (non-animated only)

• Introductory Text for the entire ad (max 255 characters; may truncate at 150 characters on some mobile devices)

• Headline per card (max 255 characters; a maximum of two lines before truncation)

• Click URL per card

• 45 character limit for carousel ads that direct to a landing page

Step 2: Attach a Buying Circle

Once your ad is fully set up and saved, attach your desired Buying Circle to the play. This is the audience the ad will be shown to.

You can attach a Buying Circle by going to the Audience tab and clicking Buying Circle.

Step 3: Launch the campaign

1. Go to the Launch tab

2. Confirm the Campaign budget by clicking the Pricing Calculator

3. Go to your Linkedin Ad and click View Channel

4. Make sure the ad is Launch Ready

5. Click Launch

6. Review the launch information, such as the Linkedin account, budgets, start and end date, Click URL and Region and Country Targeting

7. Click Save Settings to save and launch later, or click Launch in the top right corner to launch immediately.

Region and Country Targeting for LinkedIn Plays

You can narrow your LinkedIn campaign reach by selecting specific regions and countries instead of targeting all available locations. This provides additional flexibility for more precise geographic targeting within LinkedIn campaigns.

To apply geographic targeting, select your desired regions and countries in the play settings before launching.

Objective Type

When launching a LinkedIn campaign, you must select an Objective Type. This setting corresponds to the marketing objective in LinkedIn Campaign Manager and determines how LinkedIn optimizes ad delivery for your campaign, as well as which Goal options and ad formats become available.

Propensity supports the following Objective Types:

• Brand Awareness: Optimizes delivery to increase visibility and reach for your ads.

• Website Visits: Optimizes delivery to drive clicks to your landing page or website.

• Engagement: Optimizes delivery to increase likes, comments, shares, and other interactions with your ad.

• Lead Generation: Optimizes delivery to collect leads through a LinkedIn Lead Gen Form.

Goal

The Goal field sets the specific metric LinkedIn uses to optimize ad delivery (this corresponds to the Optimization Goal setting in LinkedIn Campaign Manager). Available Goal options depend on the Objective Type you select:

Select the Goal that best reflects the outcome you want LinkedIn to prioritize for your campaign.

Important: When you select Lead Generation as the Objective Type, an additional field appears in the launch menu, allowing you to select the Lead Generation Form created in LinkedIn Campaign Manager. Make sure this form already exists in LinkedIn before launching the campaign in Propensity.

Important Notes

• Geographic targeting can significantly reduce your audience size. Use region and country filters carefully, particularly when working with smaller account lists

• A minimum of 400 enriched contacts is required to launch a LinkedIn Ad. Verify your Buying Circle meets this threshold before launching

• Your Playbook must be fully configured before launching. Incomplete Playbook setup will prevent the campaign from being launch-ready

• Carousel Ads must have a minimum of 2 cards and a maximum of 10 cards. The introductory text may be truncated on mobile devices at 150 characters even if the full 255-character limit is used

• Geographic targeting can significantly reduce your audience size. Use Region and Country Targeting carefully, particularly when working with smaller account lists