Paid Ads: LinkedIn Ads

Guides LinkedIn Ads setup, targeting, and optimization. LinkedIn excels at B2B and professional targeting; use when job title/company targeting matters and ACV is higher.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Campaign Structure

Naming: LI_[Objective]_[Audience]_[Offer]_[Date] (e.g., LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24)

Ad Formats

Format	Best for
Sponsored Content	Feed ads; single image, video, carousel, document
Message Ads	InMail; direct outreach; lead gen
Lead Gen Forms	Native forms; no landing page; higher conversion
Text Ads	Right rail; lower cost; awareness

Targeting Strengths

Signal	Use
Job title	Decision-makers; ICP roles
Company	Size; industry; name (ABM)
Seniority	C-level; Manager; Director
Skills	Technical audiences
Lookalike	Based on contact list or engagement

Principle: LinkedIn is expensive; narrow targeting to high-intent segments.

Creative Best Practices

• Professional tone: Match platform norms; avoid overly casual
• Headlines: Clear value; problem-solution
• Lead Gen Forms: Shorter forms = higher completion; ask only essential fields
• Document ads: PDFs, carousels for thought leadership

Budget & Bidding

• CPM/CPC: LinkedIn typically higher than Meta/Google for B2B
• Daily minimum: Varies by objective
• Bidding: Start manual; switch to automated when conversion volume allows

Tracking

• Insight Tag: Website tracking; retargeting
• Offline conversions: CRM integration when available
• Lead Gen Forms: Native tracking; no pixel needed for form submissions

Pre-Launch Checklist

• Insight Tag installed
• Audience defined (job title, company, etc.)
• Creative matches professional tone
• Lead Gen Form fields minimized (if using)
• Budget aligned with higher CPC expectations

Related Skills

• linkedin-posts: Organic LinkedIn content; professional tone and format align with Sponsored Content
• paid-ads-strategy: Channel selection; B2B vs B2C; budget allocation
• landing-page-generator: LP for paid traffic (when not using Lead Gen Forms)
• analytics-tracking: Pipeline attribution; ROAS