LinkedIn has 3 levels:
- Campaign Groups: strategic initiatives
- Campaigns: targeting + objective + ad format
- Ads: individual creatives
2.1. Campaign Groups = initiatives, not chaos
Use campaign groups to separate major B2B marketing initiatives, for example:
- FT | First Touch | Europe Business Services
- ABM | Top 100 Accounts | DACH
- Events | Industry Expo
- Recruitment | Account Managers
Each group should answer: what is this part of our LinkedIn strategy for? We usually don't set budgets or objectives at this level. We keep control at the campaign level.
2.2. Campaigns = one segment, one objective, one format
Inside a campaign group, each campaign represents one ICP segment, one objective, and one ad format. A good B2B campaign name might look like:
FT | Ops Directors | Business Services | DACH | EN | Video | Manual
At a glance your team knows it's first touch, targeting Operations Directors, in business services, in DACH, English creative, video ads, manual bidding. This makes reporting, optimisation and internal handovers much easier.
2.3. Ads = structured variations
Each campaign should use only one ad format: all single image, or all video, or all document. No mixing static, video and document in the same campaign. It confuses optimisation and makes performance analysis harder.
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