LinkedIn Ads Rules and Limitations
Campaign Group Budget limits and rules (when Budget Optimisation is activated)
Lifetime Budget varies depending on the length of the Campaign Group:
A Campaign Group running for ten days or less requires a minimum of £240
A Campaign Group running for more than ten days requires an additional £24 per day
Daily Budget needs to be at least £24
Budget Optimisation optimises towards the Campaign Group objective, not the individual campaign objectives.
Budget Optimisation cannot be changed once the group has been created.
Campaign Budget limits and rules (when Campaign Group Budget is not set)
Lifetime Budget varies depending on the length of the Campaign:
A Campaign running for ten days or less requires a minimum of £80
A Campaign running for more than ten days requires an additional £8 per day
Daily Budget needs to be at least £8
Campaign Objectives
Campaign Objective needs to be set at both the Campaign Group level and Campaign level (historically set at just Campaign level pre-2024)
Campaign Group objective cannot be changed once the group has been created.
You can currently only create AI-powered campaigns for both Website Visits or Lead Generation objectives - this uses LinkedIn’s AI tool, Accelerate.
Target Audience limitations
The minimum number in your target audience (unique member accounts that fit your targeting criteria) is ~400
LinkedIn however suggests a minimum target audience size of 50,000 (for consistent optimal campaign delivery and engagement)
To target by demographic, you have to certify to not use LinkedIn to discriminate based on age or other protected characteristics in ads relating to employment, housing, education or credit.
Job Functions may not be ’AND’ed with Job Titles
Job Titles may not be ’AND’ed with Job Seniorities
Ad Formats Available per Objective
Brand Awareness: Single Image, Carousel Image, Video, Text, Spotlight, Follower, Document, Conversation, Event, Connected TV
Website Visits: Single Image, Carousel Image, Video, Text, Spotlight, Follower, Document, Conversation, Event
Engagement: Single Image, Carousel Image, Video, Follower, Document, Conversation, Event
Video Views: Video
Messaging: Single Image
Lead Generation: Single Image, Carousel Image, Video, Message, Conversation, Document
Talent Leads: Single Image, Carousel Image, Video, Spotlight
Website Conversions: Single Image, Carousel Image, Video, Text, Spotlight, Message, Conversation, Document
Job Applicants: Single Job, Jobs, Single Image, Spotlight