LinkedIn Business Manager: How to Use It Effectively in 2025

If you're juggling multiple LinkedIn company pages, ad accounts, and team members, you're probably wasting hours on repetitive tasks that could be automated.

LinkedIn Business Manager solves this exact problem-yet most agencies and multi-brand businesses aren't using it to its full potential.

As an agency owner or marketer managing multiple LinkedIn accounts, this centralized dashboard could save you 5-10 hours every week while dramatically improving your security and reporting capabilities.

Let's dive into everything you need to know about LinkedIn Business Manager in 2025.

What is LinkedIn Business Manager?

LinkedIn Business Manager is a free platform that serves as a command center for all your LinkedIn marketing assets. It allows you to manage multiple LinkedIn ad accounts, company pages, and marketing assets from a centralized dashboard.

Originally launched in July 2022, the platform has evolved significantly with the 2025 update introducing several game-changing features we'll explore throughout this guide.

According to LinkedIn's official announcement, Business Manager was specifically designed for:

• Agencies managing multiple client accounts

• Companies with multiple brands or business units

• Organizations with complex team structures

• Businesses requiring strict access controls

Who Should Use LinkedIn Business Manager?

While any business can benefit from Business Manager, it's particularly valuable for:

Agency Owners

If you're managing LinkedIn presence for multiple clients, Business Manager eliminates the need to log in and out of different accounts or share credentials insecurely. Our guide for agency owners on LinkedIn shows how this integration can streamline your workflow.

Multi-Brand Businesses

Companies managing several brands can maintain distinct LinkedIn presences while keeping centralized control and analytics.

Organizations with Distributed Marketing Teams

Businesses with marketing responsibilities spread across different departments or regions can maintain consistency while allowing appropriate access levels.

Companies with Strict Security Requirements

Organizations requiring tight controls over social media access and audit trails will appreciate the advanced permission settings.

Key Features of LinkedIn Business Manager in 2025

The platform has evolved significantly since its launch. Here are the standout features in 2025:

1. Centralized Management Dashboard

Business Manager provides a single interface to manage:

• Multiple company pages

• Ad accounts

• Matched audiences

• Creative content libraries

• Team access permissions

This eliminates the chaos of multiple logins and spreadsheets tracking who has access to what.

2. Advanced Permission Controls

The granular permission system allows you to:

• Assign role-based access (Admin, Analyst, Creative Manager)

• Grant temporary access for contractors or agencies

• Create custom permission sets for specific team needs

• Track all access changes with detailed audit logs

As highlighted in our LinkedIn automation guide, these controls significantly enhance your security posture.

3. Cross-Account Audience Sharing

One of the most powerful features is the ability to create and share matched audiences across multiple ad accounts, which enables:

• Consistent targeting across different business units

• More efficient audience building

• Improved targeting precision through larger data sets

• Faster campaign launches for new products or initiatives

4. Enhanced Analytics Integration

The 2025 update introduces consolidated reporting capabilities:

• Cross-account performance dashboards

• Custom report templates

• Automated weekly/monthly reporting

• Integration with major analytics platforms

• Revenue attribution modeling

For more insights on leveraging LinkedIn analytics effectively, check out our ultimate guide to LinkedIn analytics.

5. Content Library Management

The centralized content library allows teams to:

• Store and organize creative assets

• Maintain brand consistency across accounts

• Track asset performance across multiple campaigns

• Set expiration dates for time-sensitive content

• Implement approval workflows for content governance

How to Set Up LinkedIn Business Manager

Getting started with LinkedIn Business Manager requires careful planning. Here's a step-by-step guide:

1. Designate a Primary Admin

Choose someone with high-level oversight responsibility:

• Typically a marketing director, social media manager, or agency owner

• Should understand the full scope of your LinkedIn marketing strategy

• Must have admin access to existing company pages and ad accounts

• Ideally has experience with permission management systems

2. Plan Your Business Manager Structure

Before creating anything, map out your structure:

• Single Business Manager: Best for most organizations with centralized control

• Multiple Business Managers: Consider for distinct business units or regions with different teams

• Nested Structure: For complex organizations with multiple layers of management

According to Social Media Examiner, planning this structure carefully before implementation saves significant headaches later.

3. Create Your Business Manager Account

With your plan in place:

1. Visit LinkedIn Business Manager creation page

2. Enter your work email and company name

3. Select your business type and size

4. Verify your email address

5. Accept the terms of service

4. Add and Organize Your Assets

Now it's time to add your LinkedIn assets:

1. Company Pages: Link all relevant company pages

2. Ad Accounts: Connect existing ad accounts

3. Matched Audiences: Import and organize your audience segments

4. Creative Assets: Upload key visuals and content to the library

This process can be time-consuming for organizations with many assets, so consider a phased approach.

5. Configure User Access and Permissions

The final setup step involves adding team members:

1. Identify all stakeholders needing access

2. Create logical permission groups

3. Invite team members with appropriate roles

4. Establish approval workflows for sensitive actions

5. Document your permission structure for future reference

For more on team collaboration for LinkedIn, see our guide on creating a content system between personal and company profiles.

LinkedIn Business Manager Best Practices for 2025

Based on insights from leading agencies and LinkedIn marketing experts, here are the best practices to maximize your Business Manager effectiveness:

1. Implement Regular Access Audits

Security remains a critical concern with any centralized management platform:

• Conduct quarterly access reviews

• Remove access for departed team members immediately

• Require two-factor authentication for all users

• Review unusual login activities monthly

• Document all permission changes

According to Leadsie's ultimate guide, regular access audits are the most commonly overlooked security practice.

2. Create Logical Asset Groups

For businesses with many assets, organization is crucial:

• Group company pages by business unit, region, or client

• Organize ad accounts by campaign purpose

• Structure audiences by target segment and funnel stage

• Tag creative assets for easy retrieval

• Use consistent naming conventions across all assets

This organization dramatically improves efficiency when managing large-scale LinkedIn marketing operations.

3. Build Cross-Account Audience Strategies

One of Business Manager's most powerful features is audience sharing:

• Create seed audiences for core target segments

• Develop lookalike audiences across multiple accounts

• Implement progressive profiling across different brands

• Test audience performance across different business units

• Share insights between marketing teams

This approach is particularly effective for B2B companies targeting multiple decision-makers within the same organization, as discussed in our LinkedIn for sales guide.

4. Implement Workflow Automation

The 2025 version of Business Manager includes several automation capabilities:

• Auto-approval workflows for routine content

• Scheduled permission changes for project-based teams

• Automated reporting distribution

• Content expiration and archiving

• Integration with project management tools

Automating these processes can save hours of manual work every week.

5. Develop Clear Governance Policies

For effective multi-team collaboration:

• Create documented standards for content publishing

• Establish clear approval paths for different content types

• Define emergency protocols for crisis management

• Set performance benchmarks across accounts

• Implement regular cross-team reviews

These governance practices ensure consistency while allowing appropriate autonomy. For more insights on effective LinkedIn governance, check out our LinkedIn growth systems guide.

Common Challenges and Solutions

Even with the best setup, you may encounter these common challenges:

Challenge 1: Permission Complexity

Problem: As teams grow, permission structures can become unwieldy.

Solution: Implement a tiered permission approach:

• Core admins with full access

• Team leads with page/account-specific permissions

• Content creators with limited publishing rights

• Analysts with read-only access

External resource: LinkedIn Help: Managing Business Manager Permissions

Challenge 2: Asset Disconnection Issues

Problem: Sometimes pages or ad accounts won't connect properly to Business Manager.

Solution:

• Ensure the connecting user has admin rights on both sides

• Check for permission conflicts with personal accounts

• Use the troubleshooting tool in Business Manager settings

• Contact LinkedIn support with specific error codes

Challenge 3: Analytics Discrepancies

Problem: Reports sometimes show different numbers than individual accounts.

Solution:

• Understand the attribution windows for each report type

• Check for timezone differences across accounts

• Verify that all accounts use consistent tracking parameters

• Use raw data exports for critical reporting needs

For a deeper understanding of LinkedIn analytics intricacies, see our guide on LinkedIn analytics hierarchy.

Challenge 4: Team Adoption Resistance

Problem: Team members often resist new management platforms.

Solution:

• Provide clear training documentation

• Highlight specific benefits for each team role

• Start with pilot groups before full rollout

• Create internal champions who demonstrate success

• Offer ongoing support during the transition

Upcoming Features to Watch For in 2025-2026

According to LinkedIn's product roadmap and industry sources, several exciting features are on the horizon:

1. Enhanced Revenue Attribution

LinkedIn is developing more sophisticated attribution models that connect LinkedIn activities directly to CRM data, allowing for true revenue impact measurement.

2. AI-Powered Content Recommendations

An AI assistant will analyze performance across accounts to recommend content strategies for specific audience segments.

3. Advanced Compliance Tools

New features will help regulated industries maintain compliance across all LinkedIn activities with automated review workflows.

4. Cross-Platform Integration

Deeper integration with other marketing platforms will create a more unified experience across the Microsoft advertising ecosystem.

5. Enhanced Security Features

Additional security measures will include IP restrictions, session management, and more granular activity logging.

How LiGo Enhances Your LinkedIn Business Manager Strategy

While LinkedIn Business Manager provides excellent infrastructure, LiGo complements it with specialized content and engagement capabilities:

1. Multi-Account Content Creation

LiGo's AI-powered content generation works seamlessly across multiple LinkedIn accounts, maintaining distinct brand voices while streamlining creation.

2. Cross-Account Content Themes

Define content themes that can be adapted across different company pages within your Business Manager, ensuring consistency while respecting brand differences.

3. Engagement Analytics Integration

LiGo's analytics provide deeper content performance insights that complement LinkedIn's native metrics, giving you a more complete picture of engagement across accounts.

4. Scheduling Coordination

Manage posting schedules across multiple accounts to prevent cannibalization and maximize audience reach.

5. Comment Moderation at Scale

Monitor and manage comments across multiple company pages from a single interface, ensuring timely responses regardless of which page received the engagement.

Conclusion: Is LinkedIn Business Manager Worth It?

For agencies, multi-brand companies, and organizations with complex team structures, LinkedIn Business Manager delivers significant value:

• Time savings: Centralized management reduces administrative overhead

• Enhanced security: Granular permissions reduce risk

• Improved analytics: Cross-account insights drive better decisions

• Streamlined collaboration: Team coordination becomes simpler

• Scalability: Easy onboarding for new brands, pages, or team members

The platform does have a learning curve, but the efficiency gains quickly outweigh the initial setup investment.

By implementing the strategies outlined in this guide and complementing Business Manager with specialized tools like LiGo, you can transform your LinkedIn marketing operations from a fragmented collection of accounts into a strategic, coordinated system that drives meaningful business results.

Related Resources

Enhance your LinkedIn marketing strategy with these additional resources:

1. LinkedIn Marketing: The Definitive Guide for Businesses in 2025 - Comprehensive marketing strategies for LinkedIn

2. LinkedIn Company Pages: The Complete Guide for Businesses - Maximize your company page potential

3. How to Turn Your LinkedIn Company Page into a Lead Generation Engine - Convert visibility into leads

4. Advanced LinkedIn Company Page Strategies for High-Growth Agencies - Take your company pages to the next level

5. How to Use LiGo Analytics to Refine Your LinkedIn Strategy - Leverage analytics for better LinkedIn performance