To run LinkedIn ads through Userled, you connect to two separate LinkedIn systems, and you need the right role in each:
Your Ad Account (in LinkedIn Campaign Manager), where campaigns, budgets, and ads live.
Your Company Page (LinkedIn Page), the page your ads run as.
These have different roles, managed by different people. This article explains each role, what Userled needs, and who grants what.
System | Role the connecting user needs | Why |
Ad Account (Campaign Manager) | Account Manager (recommended) or Campaign Manager | To create, manage, and sync campaigns, and to authenticate the account with Userled |
Company Page | Super Admin or Sponsored Content Poster | To create and sponsor ads as the page, and to upload ad images when syncing |
Notes:
On the ad account, any role except Viewer and Creative Manager is sufficient to sync. Account Manager is recommended because it also lets you manage users and roles.
On the Company Page, Userled needs Super Admin or Sponsored Content Poster. Content Admin is not sufficient for syncing through Userled: it can create and sponsor ads directly in LinkedIn Campaign Manager, but it lacks the image-upload permission Userled's sync requires.
Ad-account roles are tiered: higher roles include the abilities of lower ones.
Account Manager - Full control of the ad account: create and manage campaigns and ads, manage users and their roles, and edit account settings.
Campaign Manager - Create and manage campaigns and ads. Also sufficient for Userled.
Creative Manager - Create and edit ads within existing campaigns. Not sufficient for Userled.
Viewer - View campaigns and reporting only. Not sufficient for Userled.
Billing Admin - Manage billing and payment methods. Every ad account must have one; the person who created the account is automatically the billing admin.
Learn more on LinkedIn:
Super Admin - Every Page permission, including adding and removing admins, editing Page info, creating job postings, and deactivating the Page. At least one is required per Page. Sufficient for Userled.
Content Admin - Create and manage Page content: posts (and boosting them) and Events. Note: this role can create and sponsor ads in LinkedIn directly, but it is not sufficient for syncing through Userled.
Analyst - View Page analytics only.
Sponsored Content Poster - Create Sponsored Content ads on behalf of the organisation, or sponsor organic posts, in Campaign Manager. Sufficient for Userled.
Lead Gen Forms Manager - Download leads received from Lead Gen Forms created in Campaign Manager.
Landing Pages Manager - Create and edit Landing Pages associated with your Page.
Learn more on LinkedIn:
Userled needs to upload ad images to your Page when it syncs a campaign. LinkedIn only allows this for Super Admin and Sponsored Content Poster. This is why Content Admin, which can otherwise sponsor ads in LinkedIn, cannot complete a sync from Userled.
If you want to keep Page control separate from advertising, Sponsored Content Poster is the least-privilege role that still lets someone sync ads through Userled.
The rest of this section describes how LinkedIn itself handles ad permissions, which is useful background but is LinkedIn's own behaviour rather than something Userled enforces.
To create new ads or sponsor a Page's organic posts in LinkedIn, you need both:
An ad account associated with the Page in Campaign Manager, and
The right role on both the ad account and the Page.
A Page role alone is not enough (you cannot run ads without an ad account), and an ad-account role alone is not enough (LinkedIn will not let you advertise as the Page without a Page role).
Page role | Create / sponsor ads in LinkedIn? | Sufficient for Userled sync? |
Super Admin | Yes. Can also edit an organic post before sponsoring, and grant advertising permissions to others. | Yes |
Content Admin | Yes. Can create and manage Page content, and sponsor it. | No (cannot upload ad images via Userled) |
Sponsored Content Poster | Yes, with one limit: can sponsor an organic post only if the post body stays unchanged. | Yes |
Curator / Analyst | No. View and analytics only. | No |
If the person connecting Userled does not have a Page role yet, they can request one instead of being made a Super Admin:
In Campaign Manager, on the ads page, click the ? icon, then Request access.
The Page's Super Admins and Sponsored Content Poster admins receive an email that someone has requested access to create Sponsored Content on behalf of the organisation.
An approver opens the Page, then Settings > Manage admins > Pending admin requests > Assign role (or declines).
This grants the requester the Sponsored Content Poster role, which is sufficient for Userled.
Assign Sponsored Content Poster and paid-media roles - a Page Super Admin, or an existing Sponsored Content Poster admin, can assign it. Super Admins also assign Lead Gen Forms Manager and Landing Pages Admin.
Associate the ad account with the Page - if your org uses LinkedIn Business Manager, a Business Manager admin manages this; otherwise an ad-account Account Manager does.
Learn more on LinkedIn:
A new ad creative does not go live the moment it is created. It can pass through two separate approvals, one on your side and one on LinkedIn's, so it helps to plan lead time.
To sponsor and publish a new Sponsored Content creative as your Page, the person creating it needs a sponsoring role on the Page. If they already have Super Admin or Sponsored Content Poster, no extra sign-off is needed and they can publish the creative themselves.
Separately, LinkedIn reviews every new ad and any edit to an existing ad against its Advertising Policies before it can serve. Review usually completes within about 24 hours (longer at peak times). The campaign will not run live until the creative is approved. If an ad is rejected, you will get an email with the reason and can edit and resubmit it. Track this via the ad's status in Campaign Manager.
Learn more on LinkedIn:
Ad Account roles - an existing Account Manager on that ad account adds users and assigns their roles (Campaign Manager, then account settings, then Manage access).
Company Page roles - an existing Super Admin on the Page adds and edits admins (from the Page's Admin tools).
Larger organisations may manage ad accounts and Pages centrally through LinkedIn Business Manager, in which case a Business Manager admin grants access.
Check your ad-account role. In Campaign Manager, open your ad account, then Account settings > Manage access. Confirm you are an Account Manager or Campaign Manager. If not, ask an existing Account Manager to upgrade you.
Check your Page role. On your Company Page, open Admin tools > Manage admins. Confirm you are a Super Admin or Sponsored Content Poster. If you only have Content Admin, ask a Page Super Admin to add one of those roles.
Connect to Userled. Once you have both, follow Connect LinkedIn to authenticate.
Review the health check. After connecting, Userled shows a health check flagging, per ad account, whether the authenticated user is a member and has the right ad-account and Page roles, with a Manage ad account link (and a Manage Page admins link) to fix any gaps directly in LinkedIn.
This is usually a Page-role gap. Userled needs to upload ad images to your Page, which requires Super Admin or Sponsored Content Poster. Content Admin is not enough. It can also be an ad-account role that is too low (Viewer or Creative Manager). Fix the role in LinkedIn, then re-run the health check and reconnect if needed.
The connecting user needs Super Admin or Sponsored Content Poster on the Company Page for Userled to sync ads as the page.
It is likely waiting on one of the two approvals: a Page Super Admin or Sponsored Content Poster needs to approve the sponsoring request, or it is still in LinkedIn's ad review (usually around 24 hours).
Use the Manage ad account or Manage Page admins link to add the user or fix their role in LinkedIn, then re-run the check.
Your access may be controlled through LinkedIn Business Manager; ask your Business Manager admin.
Still stuck? Reach out to your CSM.
