Go to your ad account in Campaign Manager.

Click the Create  button in the upper-left corner of the page and select Ad set. 

• As you create a new ad set, you can use the navigation pane on the left side of the page to keep track of your progress.  

Select the objective for this ad set.  

• If you selected website visits or lead generation as your objective, select Classic and then click the Next button.  

Select one of the recent campaigns and click the Continue button in the lower-right corner.

• You can also click Create campaign or Search for a campaign.

Select an audience. You can choose to: 

• Build your own audience - When you build your own audience, you can choose to create your audience using existing audiences, such as Saved Audiences and Matched Audiences, and audience attributes. 
• Auto-Targeting audience - For Auto-Targeting audiences, you can add data sources, such as contact and company lists, Lead Gen Form audiences, Retargeting audiences, and conversions, and some audience signals to refine your audience.

Select an ad format.  

• Your ad account must be associated with a LinkedIn Page to select most ad formats. If your ad account isn’t associated with a LinkedIn Page, you’ll only be able to select text ads as the ad format.  
• If your campaign has Dynamic Group Budget turned on, you can only select Sponsored Content ad formats. 

Optional: Add URL tracking parameters for the ads in your ad set.  

Optional: If available for your ad format, you can select the checkbox to enable or disable LinkedIn Audience Network placement for your ads. 

Select a budget, optimization goal, schedule, and bidding strategy.

• If your campaign has Dynamic Group Budget turned on, the budget, schedule and bidding strategy are set at the campaign level instead of the ad set level. You can set a bid amount if the campaign has a cost cap or manual bidding strategy selected.
• If you have a brand awareness ad set for Connected TV (CTV) Ads, you can set a custom frequency cap or keep the default frequency cap setting.
• For lead generation ad sets that meet the qualified leads requirements, the optimization goal defaults to qualified leads and the bidding strategy is maximum delivery. You can change the optimization goal, but it’s recommended that you select qualified leads to ensure your ads are delivered to members who are most likely to convert.

Add conversion tracking (optional) or qualified leads conversions.  

• Keep in mind, we’ll automatically select conversions to associate with your ad set based on your conversion category and ad set objective selection. You can review, add, or remove conversions as needed.
• If you selected the qualified leads optimization goal, you must have at least one qualified lead conversion.

Click the Next button and the Save button to confirm your choices and continue with creating or selecting ads.  

After setting up ads for the ad set, click the Next button.  

• Use the links below for help on setting up ads for your selected ad format. 

Review the ad set settings, click Next and then click the Launch ad set button.