Linkedin Ads
Set up and optimize LinkedIn Campaign Manager for B2B lead gen when job-title and company targeting and higher ACV justify paid social.
Overview
linkedin-ads is an agent skill for the Launch phase that guides LinkedIn Campaign Manager setup, B2B targeting, and ad optimization for Sponsored Content, Lead Gen Forms, and messaging formats.
Install
npx skills add https://github.com/kostja94/marketing-skills --skill linkedin-adsWhat is this skill?
- Covers Campaign Manager setup, objectives, Classic vs Accelerate, and Sponsored Content / Messaging
- B2B targeting: job title, company, Matched Audiences, Insight Tag, Audience Network
- Lead Gen Forms, Message Ads, and Conversation Ads with objective-based pricing context
- Points to LinkedIn Page requirement for most in-feed and messaging ad products
- Explicit handoff: use linkedin-posts skill for organic LinkedIn content
- Skill metadata version 1.2.0
Adoption & trust: 804 installs on skills.sh; 586 GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You need B2B pipeline from LinkedIn but Campaign Manager objectives, Page requirements, and targeting options are easy to misconfigure and burn budget.
Who is it for?
Indie SaaS and services with clear B2B ICP, a LinkedIn Company Page, and budget for professional targeting.
Skip if: Low-ACV consumer apps, organic-only LinkedIn strategy (use linkedin-posts), or teams without a Page when Sponsored Content or Messaging is required.
When should I use this skill?
User mentions LinkedIn Ads, Campaign Manager, Sponsored Content, Lead Gen Forms, Sponsored Messaging, Insight Tag, Matched Audiences, or B2B paid ads.
What do I get? / Deliverables
You get a structured LinkedIn Ads plan—account context, ad products, targeting, and optimization steps aligned to job-title/company ICP and higher ACV offers.
- Campaign structure recommendation
- Targeting and creative optimization checklist
Recommended Skills
Journey fit
LinkedIn Ads are a paid distribution channel—canonical placement is Launch when you push the product to professional buyers. Distribution subphase covers paid and organic reach choices; this skill is explicitly for Campaign Manager and Sponsored formats, not organic posts.
How it compares
Paid Campaign Manager workflow—not the organic linkedin-posts skill or generic Meta ads guidance.
Common Questions / FAQ
Who is linkedin-ads for?
Solo builders and small B2B teams running paid LinkedIn for leads or brand reach when job title and company targeting justify the cost.
When should I use linkedin-ads?
At Launch when turning on distribution via Sponsored Content, Lead Gen Forms, or Message Ads; in Grow when optimizing campaigns, Matched Audiences, or Insight Tag conversion tracking.
Is linkedin-ads safe to install?
It is advisory marketing guidance—no inherent malware; review network/browser permissions if your agent fetches LinkedIn help docs, and check Security Audits on this Prism page.
SKILL.md
READMESKILL.md - Linkedin Ads
# 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. ## Account and product context - **Campaign Manager** is the main UI: [campaignmanager.linkedin.com](https://www.linkedin.com/campaignmanager) · [Get started (help)](https://www.linkedin.com/help/lms/answer/a9509136) - **Marketing Solutions** = ads for brands/leads; **Talent Solutions** = hiring products (separate when choosing objectives). - **Sponsored Content** in-feed and **Sponsored Messaging** generally require a free **[LinkedIn Page](https://business.linkedin.com/advertise/ads/best-practices/what-you-need-to-get-started)** (per official getting-started guidance—confirm in your account). - **Review**: build **at least ~1–2 days** before go-live; last-minute changes may miss launch. [Ad set best practices](https://www.linkedin.com/help/lms/answer/a422123) ## Campaign structure (naming and hierarchy) **Naming (example)**: `LI_[Objective]_[Audience]_[Offer]_[Date]` (e.g. `LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24`) **Hierarchy in Campaign Manager (names vary slightly over time):** | Level | Role | |-------|------| | **Campaign group** | Groups related programs; shared **status and budgets** (optional). | | **Campaign** | **Marketing objective**; budget/scheduling as configured. | | **Ad set** | **Accelerate** or **Classic**; **audience, placements, format, budget, schedule, bid**; conversion/URL params. [Compare types](https://www.linkedin.com/help/lms/answer/a1642380) | | **Ads** | Creative; multiple ads per ad set for A/B. | **Billing model**: [Objective-based pricing](https://www.linkedin.com/help/lms/answer/a427513) — **billed on the action tied to the objective** (e.g. clicks for traffic-oriented objectives). [Pricing overview](https://business.linkedin.com/advertise/ads/pricing) **Budget pacing**: Auction-based; on **daily** budgets, spend on a day may **exceed the daily number by a margin**; **pacing** smooths so **7-day** spend does not exceed about **7× daily** (per LinkedIn’s public budget article—**always** confirm the latest text). [Budgets and pacing](https://www.linkedin.com/help/lms/answer/a422101) **Minimum spend**: There is **no one global fixed** minimum across all cases; very low daily/lifetime budgets are often **rejected in UI**. A common **practical** floor cited in the industry is on the order of **~$10 USD/day per ad set** (not a platform guarantee). Use Campaign Manager as source of truth. ## Marketing objectives (funnel, abbreviated) | Funnel | Example objectives (names evolve—pick in UI) | Typical use | |--------|-----------------------------------------------|------------| | Awareness | Brand awareness | Broad reach | | Consideration | Website visits, Engagement, Video views | Traffic, company/page engagement, video | | Conversion | Lead generation, Website conversions | Leads, **Lead Gen Forms**, on-site events | | Talent | Job applicants, Talent leads (where eligible) | Hiring | Full list: [Marketing objectives](https://www.linkedin.com/help/lms/answer/a424570) ## Ad formats and placements (high level) [Ads Guide (authoritative for specs)](https: