Creating a LinkedIn Ads campaign in 10 steps

A LinkedIn Ads campaign is like a brief: the more precise it is, the simpler the execution. Most campaigns that disappoint come down to the same causes — too broad an audience, a vague promise, a generic home page — and not the algorithm. These ten steps force you to make decisions. ## Write the campaign before opening it Write a one-page brief: objective, audience, offer, proof, expected action, budget and metric. This document serves as a brief for the visuals and for the landing page, and it avoids improvising targeting in Campaign Manager's creation form. ## Launch week On the first day, check that the ad displays on mobile and on desktop. On the second, watch impressions and CTR: a CTR below 0.3 % on a news feed almost always signals a hook or visual to revise, not an audience problem. ## What sets a selling campaign apart A profitable campaign has a landing page aligned word for word with the ad, a short form and a reply within 24 hours. In LinkedIn B2B, sales follow-up often makes more difference than the ad settings: the lead is expensive, so it must be contacted quickly.

When this guide is for you

You are launching your first LinkedIn Ads campaign and want to avoid structural mistakes
Your current campaigns only bring clicks without contacts or appointments
You are preparing a seasonal offer (trade show, back to school, recruitment campaign)
Your marketing team needs a shared brief with the sales team

Step by step

Define the campaign's single objective — Choose one objective only: leads (native form), traffic to the website, appointments (via a booking tool) or awareness. A campaign with two objectives measures each of them poorly.
Build a precise buyer profile — Write three to five profiles (job function, company, problem, buying trigger) based on existing customers. Match each profile to a distinct LinkedIn audience and a specific offer.
Set the budget and test duration — Define the test budget (20,000 to 40,000 MAD over 3 weeks) and the maximum acceptable cost per lead for your margin. This is the condition for deciding to scale or stop without emotion.
Prepare the company page — Complete the tagline, banner, tour, website and location. Publish content related to the offer in the same week: the sponsored ad reinforces an active page, it does not replace it.
Create the campaign in Campaign Manager — Choose the objective, name the campaign using a convention (offer_audience_date), enable the Europe/North Africa targeting region if your buyers are there. Don't leave the Display network expansion open to everyone.
Define targeting in three layers — A layer for job function and seniority, a sector layer with named companies, a geographic layer (Morocco or target cities). Exclude competitors, schools and job seekers.
Write and produce three creatives — Three variants: quantified benefit, case study, direct question. Square or landscape format 1200×627 px, discreet logo, short text on the image. Search-style snippets and concrete figures increase click-through rate.
Write the landing page — Title identical to the ad hook, proof (client logos, figures), short form (name, company, email, phone) and a single button. Every extra field costs conversions.
Set up tracking — Place the conversion tags (form, call, appointment) and check LinkedIn traffic in Analytics. Link the form to your CRM to qualify each lead.
Launch and review twice a week — After 48 h, cut the creative with the lowest click-through rate. At one week, adjust the audience or the offer, never both at once. Don't touch more than two variables per week.

What it costs (in MAD)

Service	Indicative price	Good to know
Test budget (21 days)	20,000 – 40,000 MAD (≈ 1,800 – 3,700 €)	1,000 – 2,000 MAD per day for fine targeting on Morocco
LinkedIn native forms	80 – 300 MAD per lead (≈ 7 – 28 €)	No fixed cost, paid per click like everything else
Appointment or demo	0 MAD (≈ 0 €)	Booking tool such as Calendly: the free version is enough at first
Visual creation	3,000 – 15,000 MAD (≈ 270 – 1,400 €)	Three to eight visuals, excluding media spend
Dedicated landing page	4,000 – 15,000 MAD (≈ 370 – 1,400 €)	Copy, design and form integration

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

Skipping the buyer profile and producing a message aimed at everyone, and therefore no one
Opening all audience expansions from the start: delivery becomes unpredictable and the cost climbs
Pointing the ad to the website home page: the prospect can't find the promise they clicked
Changing the budget and audiences three to four times a day: the platform never finishes its learning phase

Frequently asked questions

How many creatives should be tested at first?

Three are enough: a quantified benefit, a case study and a direct question. Beyond that, each variant gets too little delivery to produce a significant difference over three weeks.

What audience size should I aim for?

Between 30,000 and 300,000 members for B2B targeting on Morocco. Below that, frequency rises too quickly; above it, you pay for off-target profiles.

Which objective for a first launch?

Lead generation if you want to measure cost per lead from the start. Traffic fits better if your site already has a booking page and reliable tracking.

How long before judging?

Three weeks of delivery at constant budget, with at least 300 to 500 cumulative clicks. Before that, differences between creatives are not interpretable.

Can I launch without a technical team?

Yes: LinkedIn's native form requires no development, and a landing page can be made on a landing page tool. GA4 conversion tracking, however, requires a tag from the site team.

Version française: /insights/la-publicite-sur-linkedin-en-10-etapes/