Since the 15th of October, LinkedIn has started to change how you organize advertising campaigns inside Campaign Manager. According to LinkedIn, the update consists mainly of a rename and restructuring of campaign elements, intended to align with industry norms, reduce confusion, and create smoother workflows.
What is changing?
LinkedIn is renaming and reclassifying parts of its ad structure:
- Campaign Group: The top-level container in the hierarchy will now be called “Campaign.”
- Campaign: What used to be “Campaign” will now be referred to as “Ad Set.”
In practice, what used to be a two-tier structure (Campaign → Ad) becomes a three-tier conceptual model:
- Campaign (formerly Campaign Group) — now holds the overarching objective, budget, and schedule.
- Ad Set (formerly Campaign) — contains more detailed targeting, bidding, ad-level settings.
- Ad / Creative — the individual ad assets (text, images, videos).
LinkedIn is not introducing new functionalities (for now). The goal is to make the naming more consistent with other ad platforms.
Who is affected
- The change applies to all LinkedIn ad accounts
- Campaigns already created under the “Default Campaign Group” may not see any changes; this update primarily affects non-default group configurations
- Filters, custom fields, naming conventions, and reporting set up at the old “Campaign” level will need reviewing, as their parent labels are shifting.
Practical implications
- Check your campaign setups
Before the change is done, go through all your LinkedIn ad accounts and campaigns. Note which ones use custom campaign-level settings, naming conventions, or filters. - Adjust naming conventions
If your internal naming or reporting relies on fields such as “Campaign name + objective,” you may need to shift to using the new “Campaign / Ad Set” levels. - Test new campaign creation
These changes are rolling out little by little, but once they´re available for your account, test building new campaigns to see how the interface behaves and adjust your processes accordingly.