February 21, 2024

How to Create Your First LinkedIn Message Ad: A Visual Guide

Sending marketing emails can sometimes feel like putting messages in bottles and tossing them in the ocean. You hope the message will survive shark attacks and storms to reach the right person—but deep down you know the odds aren’t in your favor.

LinkedIn Sponsored Messaging helps marketers break through the limitations of traditional email marketing by delivering personalized messages within the uncluttered LinkedIn inbox environment. What’s more, Sponsored Messaging will only reach members only when they are active on the LinkedIn site.

Follow this visual guide to get started with your first Sponsored Messaging campaign on LinkedIn.

1. Navigate to Sponsored Messaging

Just go to linkedin.com/ads

There are four ad types you can choose to market: Sponsored Content, Sponsored Messaging, Dynamic Ads, and Text Ads. 

Click “Learn more” under the “Sponsored Messaging”

Then Click “Create ad” under the “Sponsored Messaging” to create your first ad. 

2. Enter an Account Name

Then you will be prompted to create a new account. 

Select a memorable name for your account and your local currency. If you have an existing Company or Showcase Page, you can link it to the account here.

Then you will see the Campaigns page. 

3. Create a New Campaign

Then you will be prompted to name the campaign. Choose a descriptive name that will make sense to everyone on your team. And then select your objective.


Select the “Lead Generation” objective to add a Lead Gen Form to your message ad campaign.

A Lead Gen Form is pre-filled with accurate professional information from the prospect’s LinkedIn profile, such as name, contact info, company name, seniority, job title, and location. 

4. Choose your target audience

Select the desired profile language and location(s) of your audience.

And then narrow down your target audience. 

5. Choose your Ad format

Select “Message ad” as your ad format. 

Only one ad format can be selected per campaign.

7. Set up your campaign budget and schedule

Set a total budget or daily and total budget.

Setting a daily budget is not recommended, since ads are delivered in real-time and have strict frequency caps

You are only able to bid on a cost-per-send basis

7. Create your ads

In the campaign you just created, create a new ad. 

The sender plays a big role in representing both your brand and the reader’s experience with your InMail message. By default, you can select yourself as a sender. Alternatively, you can set up another sender but you must have a first-degree connection with the person you’d like to add as a sender.

8. Craft your content

Keep these guidelines in mind while putting together your content:

  • Add a custom salutation with %FIRSTNAME% %LASTNAME%
  • Be concise, personal, and relevant. Body texts under 500 characters have 46% higher CTR
  • Make your message interactive by adding hyperlinks to your body text

You can also add the footer to your ad. 


Once you finish your ad, you can try to test it. 

Just send a test message to yourself. 

Once you finish testing your ad, you’re ready to launch. You can launch the campaign immediately or schedule it for a future date.

Congratulations! Now you’ve taken your message out of the bottle and delivered it directly to your target audience. To learn more about Sponsored messaging, give us a call and see how Upward Consulting can boost your brand. Call Dorin today at 0412811072 or email us at info@upwardconsulting.com.au and get in touch today!

Ready to put this guide into action? Head to linkedin.com/ads to get started.