What is Optimised Ad Rotation in LinkedIn Ads?
Optimised Ad Rotation is a campaign-level setting in LinkedIn Ads. When enabled, LinkedIn prioritises ads predicted to achieve higher engagement, giving them a larger share of impressions while showing other ads less frequently.
The intention is to maximise exposure for “top-performing” creatives. But in practice, this uneven delivery makes ad testing unreliable and can sideline important messages before they’ve had a chance to prove their worth.
Why should I turn it off?
Running campaigns with Optimised Ad Rotation can cause problems such as:
Unfair testing conditions. LinkedIn may allocate 40–50% of spend to a single ad variation within days. Other ads don’t receive enough impressions to generate statistically valid results.
Loss of control over strategy. Ads with essential messaging (e.g. case studies, event promos, or brand positioning) may be buried if the algorithm predicts lower engagement.
Premature optimisation. One ad gets favoured early, even if performance would have shifted with more even delivery over time.
Creative fatigue. When the system funnels impressions into fewer ads, audiences tire of the same creative faster.
How does this Improvement work?
Opteo looks through your campaigns and highlights any where Optimised Ad Rotation is switched on. Instead of you digging through campaign settings, we surface these campaigns in your Improvements feed.
We’ll also tell you when it was first detected, so you know if this is a fresh setting or something that has been limiting your testing for weeks.
When you applied this Improvement, we switch off Optimised Ad Rotation, so the campaign will be set to Rotate Evenly instead.
This ensures every ad gets its fair share of impressions, giving you cleaner data to decide which creative really works.
When is Optimised Ad Rotation bad?
Here are common scenarios where this setting undermines performance:
Launching a new campaign. You want a level playing field to see which creative resonates, not have LinkedIn pick favourites too soon.
Running A/B tests. Uneven rotation prevents statistically valid comparisons.
Campaigns with critical messages If one ad is essential for brand or compliance reasons, it shouldn’t risk being buried by the algorithm.
Preventing fatigue. Keeping rotation even distributes impressions more widely, keeping ads fresher for longer.