Help Center
Ad Audience Sync

Ad Audience Sync lets you send any UserGems audience directly to LinkedIn. Build your audience once in UserGems, then keep your ads in front of the right people as your audience grows or shrinks over time.

Why Ad Audience Sync

When your best buyers start showing intent, Ad Audience Sync helps marketing and sales act together: while reps reach out by email or call, marketing can automatically surround the same contacts with LinkedIn ads, keeping your brand in front of active buyers across every channel.

What you can do

  • Sync any UserGems audience to LinkedIn via a campaign
  • Create or update LinkedIn audiences. Default creates a new audience with a clear “UserGems …” prefix. You can also choose an existing audience to update.
  • Keep audiences fresh automatically. People are added or removed in LinkedIn when they enter or leave your UserGems audience

How it works

  1. Connect your LinkedIn account to UserGems by going to: ‍
    1. Settings → Connected Applications page or,
    2. Selecting the Connected Apps icon in the upper righthand corner of the UG Platform
  2. Once you connect your account → go to Campaigns. Click New Campaign.
  3. Name your campaign - we recommend adding [LinkedIn Audience] as a prefix so it’s easier to manage if you need to create multiple campaigns
  4. Add an existing audience or create a new one. (Tip: avoid using sales-only filters like ‘Has been contacts” or “In sequence” - this will remove contacts from your audience as sales/SDRs reach out)
  5. Click + Add Action. And select Sync LinkedIn Ad Audience‍
  6. If you haven’t already connected a LinkedIn account → you’ll be prompted to do so at this point.  
  7. Select New audience or Existing Audience‍
    1. For new Audiences → the default name will be the same as the UG Campaign name.
  8. Override this by typing in a new audience name
    1. The UserGems - prefix cannot be changed. This is so you can easily identify UserGems audiences inside of LinkedIn 
  9. Select the Schedule & limits action → uncheck the box below “Overall company limits” so that the full audience is uploaded into LinkedIn
  10. Press Save changes and activate your workflow
  11. Inside of LinkedIn you will see a new audience has been created. It will take approximately 24-48 hours for all contacts to process. 

⚠️ Minimum size: LinkedIn requires at least 300 matched people to serve. If your signal is small, combine compatible signals to reach scale.

FAQs

How soon will I see the audience in LinkedIn?

Creation of new audience will happen almost immediately, but it will take 24-48 hours for the audience to finish uploading. Large audiences can take longer to upload. 

Will the LinkedIn audience stay current automatically?

Yes. The action keeps the LinkedIn Audience aligned with your campaign audience. When someone no longer meets your filters (i.e., they’ve passed the 90 day window as a “new hire”), they are removed. When someone new qualifies, they are added.

Can I preview audience size before syncing?

You can use your UserGems audience size to estimate. Please note the audience size inside of LinkedIn will always be smaller due to match rates.  

What happens if the audience drops below 300 in LinkedIn?

LinkedIn will not serve until the audience has at least 300 matched people. In UserGems, keep audiences healthy by widening filters or combining compatible signals (i.e., rather than an audience of just champion job changes - widen it to include all new hires and promotions)

Can I rename the destination audience later?

Best practice is to set the name up front. If you need a different name, create a new audience so performance history is clear. LinkedIn does not allow you to rename audiences once created

Where do I troubleshoot syncs?

Inside of LinkedIn campaigns manager → Plan → audience → search for your created audience. Check the “Status” column to determine if the sync was successful.  It should be “Processing” or “Ready” otherwise LinkedIn will tell you if any errors occur (i.e., audience size is too small)  

Do the “Limits” or sales-oriented workflow settings affect the ad sync?

An “ignore” checkbox can be selected to avoid following sales-oriented workflow settings.  

‍Does the action need to be ordered in a specific place in the workflow? No. Order does not change behavior. The action listens to the workflow audience and syncs accordingly.

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