LinkedIn Business Manager vs Campaign Manager: Complete Guide for SaaS

Last updated: January 2025

When it comes to managing LinkedIn advertising for your SaaS company, choosing between LinkedIn Business Manager and Campaign Manager can feel confusing. Both platforms serve different purposes in the LinkedIn advertising ecosystem, and understanding their unique features is crucial for maximizing your B2B marketing ROI.

In this comprehensive guide, we'll break down everything you need to know about LinkedIn Business Manager vs Campaign Manager, helping you make the right choice for your SaaS marketing strategy.

Table of Contents

1. What is LinkedIn Business Manager?

2. What is LinkedIn Campaign Manager?

3. Key Differences: Business Manager vs Campaign Manager

4. Feature Comparison Table

5. When to Use Each Platform

6. Setup Process for SaaS Companies

7. User Management and Permissions

8. Integration with Other Tools

9. Best Practices for SaaS Teams

10. Frequently Asked Questions

What is LinkedIn Business Manager?

LinkedIn Business Manager is a centralized platform designed to help organizations manage multiple LinkedIn assets from a single dashboard. Think of it as the "command center" for your entire LinkedIn presence, including your company pages, advertising accounts, and team member access.

Key Features of LinkedIn Business Manager:

Asset Management

• Manage multiple LinkedIn company pages

• Oversee multiple Campaign Manager accounts

• Control access to LinkedIn Learning Hub

• Manage showcase pages and event pages

Team Collaboration

• Add team members with specific role-based permissions

• Create custom roles for different departments

• Monitor team activity and performance

• Streamline approval workflows

Centralized Control

• Single sign-on (SSO) integration

• Unified billing and payment management

• Cross-account reporting and analytics

• Brand safety and compliance controls

For SaaS companies with multiple products, regional offices, or complex organizational structures, Business Manager provides the oversight and control needed to maintain consistency across all LinkedIn activities.

What is LinkedIn Campaign Manager?

LinkedIn Campaign Manager is LinkedIn's dedicated advertising platform where you create, launch, and optimize your paid advertising campaigns. It's the tactical execution arm of your LinkedIn marketing strategy.

Key Features of LinkedIn Campaign Manager:

Campaign Creation and Management

• Build and launch advertising campaigns

• Access to all LinkedIn ad formats (Single Image, Document, Video, Lead Gen, etc.)

• Advanced audience targeting options

• Budget and bid management tools

Performance Analytics

• Real-time campaign performance data

• Conversion tracking and attribution

• A/B testing capabilities

• Custom reporting dashboards

Optimization Tools

• Automated bidding strategies

• Campaign optimization recommendations

• Audience insights and suggestions

• Creative performance analysis

Campaign Manager is where SaaS marketers spend most of their time executing their LinkedIn advertising strategy, testing different approaches, and optimizing for better results.

Key Differences: Business Manager vs Campaign Manager

Understanding the fundamental differences between these platforms is crucial for SaaS companies looking to scale their LinkedIn marketing efforts effectively.

Purpose and Scope

LinkedIn Business Manager:

• Purpose: Organizational management and oversight

• Scope: Company-wide LinkedIn asset management

• Primary Users: Marketing directors, CMOs, agency managers

• Focus: Governance, permissions, and high-level strategy

LinkedIn Campaign Manager:

• Purpose: Campaign execution and optimization

• Scope: Individual advertising campaigns and ad accounts

• Primary Users: Marketing managers, paid media specialists, growth marketers

• Focus: Tactical campaign management and performance optimization

Access and Permissions

Business Manager Permissions:

• Company Page Admin

• Campaign Manager Account Admin

• Business Manager Admin

• Custom role creation

• SSO integration support

Campaign Manager Permissions:

• Account Manager

• Campaign Manager

• Creative Manager

• Viewer

• Billing Admin

Functionality Overlap

While these platforms serve different purposes, there is some functional overlap:

• Both provide access to campaign performance data

• Both allow user management (though Business Manager offers more granular control)

• Both support multiple ad account management

• Both integrate with LinkedIn's broader ecosystem

Feature Comparison Table

When to Use Each Platform

Choose LinkedIn Business Manager When:

Your SaaS Company Has:

• Multiple brands or product lines

• Regional offices or international operations

• Large marketing teams with different responsibilities

• Complex approval workflows

• Multiple Campaign Manager accounts

• Enterprise-level security requirements

You Need To:

• Maintain brand consistency across multiple pages

• Implement centralized governance and compliance

• Manage user access across multiple LinkedIn assets

• Consolidate billing and reporting

• Integrate with existing enterprise systems

Example Scenario: A SaaS company like Salesforce with multiple products (Sales Cloud, Service Cloud, Marketing Cloud) would benefit from Business Manager to maintain consistent branding and centralized control across all their LinkedIn presence.

Choose LinkedIn Campaign Manager When:

Your SaaS Company Has:

• A single brand or product focus

• Smaller, focused marketing teams

• Direct campaign management needs

• Simple organizational structure

• One primary LinkedIn advertising account

You Need To:

• Create and optimize advertising campaigns

• Analyze campaign performance data

• Test different ad creatives and audiences

• Manage day-to-day advertising operations

• Implement conversion tracking and attribution

Example Scenario: A startup SaaS company with a single product and a small marketing team would primarily use Campaign Manager for their LinkedIn advertising needs.

Setup Process for SaaS Companies

Setting Up LinkedIn Business Manager

Step 1: Create Your Business Manager Account

1. Visit business.linkedin.com

2. Click "Create Account"

3. Enter your business email address

4. Verify your email and complete profile setup

5. Add your company information and verify your business

Step 2: Add Your LinkedIn Assets

1. Navigate to "Assets" in the left sidebar

2. Add your Company Pages by clicking "Add Pages"

3. Add your Campaign Manager accounts under "Ad Accounts"

4. Connect any showcase pages or event pages

Step 3: Configure Team Access

1. Go to "People" in the main navigation

2. Click "Add People" to invite team members

3. Assign appropriate roles based on responsibilities

4. Set up custom roles if needed for your SaaS organization

Step 4: Set Up Billing and Payments

1. Navigate to "Billing" settings

2. Add your preferred payment methods

3. Configure billing alerts and spending limits

4. Set up consolidated billing if managing multiple accounts

Setting Up LinkedIn Campaign Manager

Step 1: Access Campaign Manager

1. Go to ads.linkedin.com

2. Sign in with your LinkedIn account

3. Accept the advertising terms and conditions

4. Complete your advertiser profile setup

Step 2: Create Your First Campaign

1. Click "Create Campaign"

2. Choose your campaign objective (Brand Awareness, Lead Generation, Website Conversions, etc.)

3. Set up your target audience using LinkedIn's detailed targeting options

4. Choose your ad format and create your first ad

5. Set your budget and bidding strategy

Step 3: Install LinkedIn Insight Tag

1. Navigate to "Assets" → "Insight Tag"

2. Copy the provided JavaScript code

3. Install it on your SaaS website (typically in the header)

4. Verify installation using LinkedIn's helper tool

5. Set up conversion tracking for your key SaaS metrics

Step 4: Configure Reporting

1. Set up custom columns for SaaS-relevant metrics

2. Create saved reports for regular performance monitoring

3. Configure automated reporting emails

4. Set up attribution windows that align with your SaaS sales cycle

User Management and Permissions

Business Manager User Roles

Business Manager Admin

• Full access to all Business Manager features

• Can add/remove assets and people

• Manages billing and payment methods

• Sets up integrations and security settings

Company Page Admin

• Manages company page content and settings

• Can add/remove page admins

• Access to page analytics and insights

• Controls showcase pages and events

Campaign Manager Account Admin

• Full access to assigned Campaign Manager accounts

• Can create, edit, and delete campaigns

• Manages account billing and settings

• Can add/remove account users

Campaign Manager User Roles

Account Manager

• Full access to the ad account

• Can create, edit, and delete campaigns

• Access to all reporting and analytics

• Can manage account settings and billing

Campaign Manager

• Can create and edit campaigns

• Access to campaign performance data

• Cannot modify account settings

• Limited billing access

Creative Manager

• Can create and edit ad creatives

• Access to creative performance data

• Cannot create campaigns or modify budgets

• Focused on creative asset management

Best Practices for SaaS Team Structure

Small SaaS Teams (1-5 people):

• Use Campaign Manager with Account Manager roles

• Implement simple approval workflows

• Focus on campaign execution and optimization

Medium SaaS Teams (6-20 people):

• Consider Business Manager for better organization

• Create role-based access (Creative, Campaign, Analytics)

• Implement approval workflows for budget changes

Large SaaS Teams (20+ people):

• Use Business Manager for centralized control

• Create custom roles based on departments

• Implement SSO and enterprise security features

• Set up automated reporting and alerts

Integration with Other Tools

Business Manager Integrations

CRM Systems:

• Salesforce integration for lead tracking

• HubSpot connector for marketing automation

• Microsoft Dynamics for enterprise customers

• Custom API integrations for proprietary systems

Marketing Automation:

• Marketo for lead nurturing workflows

• Pardot for B2B marketing campaigns

• Eloqua for enterprise marketing automation

• Custom webhook integrations

Analytics and Reporting:

• Google Analytics for website tracking

• Adobe Analytics for advanced analysis

• Tableau for custom dashboards

• Power BI for Microsoft-centric organizations

Campaign Manager Integrations

Conversion Tracking:

• LinkedIn Insight Tag for website tracking

• Google Analytics goals and events

• Facebook Pixel for cross-platform attribution

• Custom conversion APIs

Creative Management:

• Canva for design collaboration

• Adobe Creative Suite integration

• Figma for design workflows

• Custom creative approval systems

Automation Tools:

• Zapier for workflow automation

• Microsoft Power Automate

• Custom API integrations

• Third-party bid management platforms

Best Practices for SaaS Teams

Organizational Best Practices

1. Define Clear Roles and Responsibilities

• Assign specific team members to campaign creation vs. optimization

• Establish approval workflows for budget changes

• Create clear escalation paths for issues

• Document standard operating procedures

2. Implement Proper Governance

• Set up spending limits and alerts

• Create brand guidelines for ad creatives

• Establish naming conventions for campaigns

• Implement regular performance reviews

3. Optimize for SaaS Metrics

• Track beyond clicks to actual conversions

• Set up proper attribution for long sales cycles

• Monitor customer acquisition cost (CAC)

• Measure lifetime value (LTV) impact

Technical Best Practices

1. Proper Tracking Setup

• Install LinkedIn Insight Tag correctly

• Set up conversion tracking for key actions

• Implement proper UTM parameter structure

• Configure attribution windows for SaaS sales cycles

2. Account Structure Optimization

• Organize campaigns by product, audience, or funnel stage

• Use consistent naming conventions

• Implement proper budget allocation

• Set up automated rules for optimization

3. Data Management

• Regular data exports for analysis

• Integration with business intelligence tools

• Proper data governance and privacy compliance

• Regular performance reporting cadence

Campaign Management Best Practices

1. Audience Strategy

• Leverage LinkedIn's B2B targeting capabilities

• Create lookalike audiences based on best customers

• Use account-based marketing (ABM) approaches

• Implement retargeting for website visitors

2. Creative Strategy

• Test multiple ad formats (Single Image, Document, Video)

• Create industry-specific messaging

• Use social proof and case studies

• Implement proper call-to-action strategies

3. Optimization Strategy

• Regular A/B testing of ad elements

• Budget reallocation based on performance

• Bid optimization for SaaS goals

• Seasonal adjustment strategies

Frequently Asked Questions

General Questions

Q: Do I need both Business Manager and Campaign Manager?

A: It depends on your organization size and complexity. Small SaaS companies can typically manage with just Campaign Manager, while larger organizations with multiple brands or complex team structures benefit from Business Manager's additional oversight and governance features.

Q: Can I switch from Campaign Manager to Business Manager later?

A: Yes, you can add existing Campaign Manager accounts to Business Manager at any time. This won't disrupt your existing campaigns or lose any historical data.

Q: Is there an additional cost for Business Manager?

A: No, LinkedIn Business Manager is free to use. You only pay for your advertising spend through Campaign Manager.

Technical Questions

Q: Can I manage multiple ad accounts without Business Manager?

A: Yes, you can be granted access to multiple Campaign Manager accounts individually, but Business Manager provides a more streamlined experience for managing multiple accounts.

Q: Does Business Manager affect campaign performance?

A: No, Business Manager is purely an organizational and management layer. Your campaign performance is determined by your Campaign Manager settings and optimizations.

Q: Can I use the same LinkedIn Insight Tag across multiple accounts?

A: Each Campaign Manager account has its own Insight Tag. If you're managing multiple accounts, you'll need to implement multiple tags or use a tag management system.

SaaS-Specific Questions

Q: How should I structure campaigns for different SaaS products?

A: Consider creating separate campaigns for each product line, target audience, or funnel stage. This allows for better budget control and performance optimization.

Q: What's the best way to track SaaS conversions with long sales cycles?

A: Set up multiple conversion events (demo requests, trial signups, purchases) and use appropriate attribution windows. Consider view-through conversions for better attribution accuracy.

Q: How can I align LinkedIn advertising with our ABM strategy?

A: Use Business Manager to maintain consistent messaging across accounts, and Campaign Manager's company targeting features to reach specific accounts in your ABM target list.

Conclusion

Choosing between LinkedIn Business Manager and Campaign Manager isn't an either/or decision for most SaaS companies—it's about understanding how each platform serves your specific needs and organizational structure.

Use Campaign Manager when you need:

• Direct campaign creation and management

• Performance optimization and A/B testing

• Detailed analytics and conversion tracking

• Day-to-day advertising operations

Use Business Manager when you need:

• Centralized control across multiple LinkedIn assets

• Advanced user management and permissions

• Consolidated billing and reporting

• Enterprise-level governance and compliance

For most SaaS companies, the journey starts with Campaign Manager as you build your LinkedIn advertising expertise. As your organization grows and your LinkedIn presence becomes more complex, Business Manager becomes increasingly valuable for maintaining control and consistency.

The key is to start with the platform that matches your current needs while keeping future growth in mind. Both platforms integrate seamlessly, so you can always expand your LinkedIn marketing infrastructure as your SaaS company scales.

Remember, the success of your LinkedIn advertising efforts depends less on which platform you choose and more on how well you execute your strategy, understand your audience, and optimize based on performance data. Both Business Manager and Campaign Manager provide the tools you need—it's your SaaS marketing expertise that makes the difference.

Ready to get started with LinkedIn advertising for your SaaS company? Contact our team for a personalized strategy consultation, or download our free LinkedIn Ads Checklist for SaaS Companies to ensure you're set up for success.

Additional Resources:

• LinkedIn Campaign Manager Tutorial for SaaS

• LinkedIn Ad Specs and Formats Guide

• B2B LinkedIn Advertising Playbook

• LinkedIn Ads vs Facebook Ads for SaaS