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The quickest way to a LinkedIn campaign is to tell Alva what you want. Alva proposes a finished plan, builds it once you accept, and waits for a separate yes before anything spends. You can also build or edit a campaign by hand from Advertising → Campaigns → New campaign.

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Start with a proposal

Say something like “I want to advertise on LinkedIn”. Alva reads your company profile, products, ideal customer profiles, knowledge base, strategy document and website, then replies with one direct-response plan:
  • Who to target: six to ten job titles as they appear on LinkedIn, and locations, each with a one-line reason.
  • Audience size: how many LinkedIn members the plan reaches, checked with LinkedIn before you see it.
  • The offer: something you can deliver now, such as a call, demo, quote or assessment, with the button label to match.
  • A daily budget and the monthly spend it implies.
  • Three single-image ads: a headline, intro text and a description of the picture for each.
  • Your logo: which company logo the ads will use, or a warning if you haven’t uploaded one.
  • The kind of campaign: a LinkedIn lead form or a website-visit campaign with a landing page, with the pros and cons of each.
Accept it, or change one thing. A change gets you a revised plan; nothing is built until you say yes to a plan with no changes attached.
Alva only offers a guide or report you actually have. If you’d like one, it can draft it first, or switch the offer to a call, demo or quote.

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How Alva writes the ads

Each headline is built from specific facts Alva has read about your business, and each of the three ads takes a different approach: a number, a plain statement, a question your buyer will recognise, or a named proof point. Alva avoids slogans and headlines that just repeat the offer. It only uses figures and names it can find in your profile, products, knowledge base or website, and flags any customer name it isn’t sure you’re happy to use. Headlines stay within 70 characters and intro text within 150.

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The audience check

LinkedIn won’t show ads to an audience of fewer than 300 members, and Alva aims much higher so your budget can actually be spent. Before anything is pushed, Alva checks the reach of your titles and locations.
  • Write locations with the country, for example “Kent, United Kingdom”. Place names repeat across countries.
  • Some areas are refused. LinkedIn holds members against countries, counties, cities and metro areas, but not regions such as “South East” or “the Midlands”. Alva tells you and suggests a breakdown, for example London Area, Kent, Surrey and Hampshire.
  • Titles take priority over seniority. LinkedIn won’t combine job titles and seniority levels, so titles are used.

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Preview on LinkedIn, paused

When the drafts are ready, Alva asks you to confirm LinkedIn’s declaration that the campaign isn’t political advertising, then pushes the campaign, ads, images and form to your ad account paused. Nothing is shown and nothing is spent. Alva reads back the audience LinkedIn resolved and the estimated reach. On the campaign page this is Preview on LinkedIn (paused). Under Your ads in the LinkedIn feed, each ad (drafts included) appears as a Sponsored post with your Page name and logo, image, headline, button and LinkedIn review status.

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Go live

Alva switches a campaign on only after a preview and an explicit yes, and it states the exact figures first (“Say yes and I’ll switch it on at £30 a day, with £900 planned for this month”). On the campaign page, Activate asks you to confirm the same.
  • Daily cap is your LinkedIn daily budget. When a day’s budget is spent, LinkedIn stops showing the ads for the rest of that day and carries on the next. The campaign stays on.
  • Monthly cap is the monthly spend you’re planning. Alva confirms it with the daily cap before going live.
After going live, LinkedIn reviews each ad, usually within 24 hours.
Ad spend is real money on your LinkedIn account. Alva won’t go live without a preview and your yes, and won’t switch on a campaign while LinkedIn reports a billing hold on the ad account.

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Lead form or website visit

For a lead form campaign, Alva fills in the form headline, the thank-you message and the privacy policy link. LinkedIn requires a privacy policy on every lead form and rejects ads whose link doesn’t open a real one. Alva uses the link from your company profile and only asks when it’s missing. For a website-visit campaign, the ad opens a published Alva landing page. The page must be published before the preview, because LinkedIn needs a public address.

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Delivery settings

Under Delivery on the campaign form you can change how LinkedIn spends. Leave the defaults unless you have a reason.

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Changing a campaign

Pause a live campaign before you change its ads, images, targeting, form or delivery settings. Then save and preview again so LinkedIn receives the change. Alva does both for you and asks before pausing. You can delete a draft that has never been pushed to LinkedIn; once a campaign is on LinkedIn, pause it and archive it in Campaign Manager.

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Ask Alva

  • “Plan a LinkedIn campaign for operations directors at logistics firms in the UK.”
  • “Use the landing page option, but drop the budget to £25 a day.”
  • “How many people does that audience reach?”
  • “Preview it on LinkedIn.”
  • “Switch the campaign to rotate ads evenly.”
Pulse (on Pro) suggests advertising angles from the news it watches for you. Ask Alva to turn one into a campaign.