Create click-to-message ads in Campaign Manager

Last updated: 3 weeks ago

As an advertiser, you can create a Sponsored Content click-to-message ad to capture your audience’s attention in the feed and drive them to a conversation using a call-to-action (CTA) button. Once the CTA is clicked, members are redirected to a conversation in the Focused tab of their LinkedIn Messaging inbox.

Important to know

We're gradually releasing new objectives for click-to-message ad campaigns to better align with business objectives and to ensure LinkedIn can scale to other ad formats and objectives for click-to-message ad campaigns. As a result, from late August 2024, we’ve made the following changes: 

• The messaging objective is no longer available in Campaign Manager.

• You can’t edit existing click-to-message ads that use the messaging objective. However, you can turn ads on or off, and make campaign and campaign group edits.

• You can’t create click-to-message ads using the messaging objective, but you can create click-to-message ads using either the website visits or lead generation objectives with single image ads.

• You can’t duplicate a click-to-message ad campaign that uses the messaging objective.

See the Messaging objective is no longer available article for more information.

Prerequisite

  • You’ve created a new ad campaign in Campaign Manager with either website visits or lead generation as the objective. You can’t edit an existing click-to-message ad campaign that uses the messaging objective.

To create a new click-to-message ad for the website visits or lead generation objectives:

  1. Go to your ad account in Campaign Manager.

  2. Click Advertise on the left menu.  

  3. Under the Campaigns tab, search for the website visits ad or lead generation campaign that you created earlier. 

  4. Move your cursor over the campaign name and select Edit and Launch. The Set up Ads page opens.

  5. Click Create new Ad(s).

  6. Enter a name for your ad. The name only appears in Campaign Manager.

  7. In the Destination section:

    1. If website visits is your campaign objective, select either the Destination URL or Conversation checkbox.
      1. For Destination URL, URLs must have the http:// or https:// prefix and you can use up to 2,000 characters.
      2. For Conversation, you can select an existing conversation or create a new one. You can only select a conversation that doesn’t have a Lead Gen Form associated.
    2. If lead generation is your campaign objective, select either the Lead Gen Form or Conversation asset with lead gen form checkbox.
      1. For Lead Gen Form, you can select an existing form or create a new one.
      2. For Conversation asset with Lead Gen Form, you can select an existing conversation or create a new one. You can only select a conversation that has a Lead Gen Form associated.

  8. In the Introductory text box, enter any legally required language. URLs that are longer than 23 characters are converted to a short link. It’s recommended to keep this under 150 characters including spaces, emojis, and punctuation to ensure all your text is displayed (600 character maximum). You can also generate AI-powered introductory text by entering a draft and rewriting with AI assistance.

  9. In the Add image section, click Upload to add an image.

    1. Optional: Add your Image Alt Text.

  10. In the Call-to-action section, click the dropdown menu to select which call-to-action button appears with your ad.

    Important to know

    Once your ad is launched and active, you can't edit the conversation asset associated with the ad. While you can't edit the conversation asset, you can replace it with another conversation asset. However, you'll lose performance data from the previous conversation if you change to a new conversation. After saving your ad, you can’t edit the Lead Gen Form associated with the conversation.

  11. Select the Add to campaign checkbox to add your new ad to the current campaign.

  12. Click the Save ad button in the lower-right corner. 

Results

  • The Ads in this campaign page opens and shows the associated ads with your click-to-message ad campaign.
  • You can edit, view, duplicate, show in feed, manage tracking, associate a conversation, or remove an ad by clicking the  More icon to the right of the ad.  
  • You can choose your ad rotation options by clicking the  Gear icon to the right of Ads in this campaign. 
  • When you’re ready, click Save and exit to save your ad campaign, or click Next to review and launch your new campaign. Your ads are reviewed and, if approved, are displayed based on your campaign settings. 

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