Linkedin Ads

LinkedIn Ads

B2B advertising on LinkedIn — campaigns, targeting, creative, Lead Gen Forms, and ABM.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/linkedin-ads ~/.claude/skills/

Campaign Types

Targeting Capabilities

Professional Targeting (LinkedIn-Exclusive)

Matched Audiences

Audience Size Guidelines

Benchmarks

Audit Workflow

Step 1: Account Structure

• Campaign groups organized by objective/audience
• No overlapping audiences competing against each other
• Budget allocation matches business priorities
• Naming convention: [Objective]-[Audience]-[Creative Type]-[Date]

Step 2: Targeting Assessment

• Audience size within recommended ranges
• No conflicting targeting layers (too narrow)
• Exclusions applied (current customers, competitors, employees)
• Matched Audiences utilizing CRM data

Step 3: Creative Review

• Ad format matches objective
• Intro text under 150 characters (before truncation)
• Image specs: 1200x627 (sponsored content), 1200x1200 (carousel)
• Video: 15-30 seconds, captions, square or vertical for mobile
• CTA button aligned with landing page intent

Step 4: Conversion Tracking

• Insight Tag installed and firing
• Conversion events configured (lead, purchase, signup)
• Offline conversion import set up (if applicable)
• Attribution window appropriate (30-day for B2B)

Step 5: Budget & Bidding

• Daily budget sufficient for target audience size
• Bid strategy aligned with maturity (auto for new, manual for optimized)
• Cost caps set based on target CAC

Best Practices

Creative

• Single-image > carousel for awareness (simpler, higher CTR)
• Document ads for lead gen (native PDF viewer, no landing page needed)
• Video with captions (85% of LinkedIn video watched without sound)
• Refresh creative every 4-6 weeks (frequency fatigue sets in fast)

Targeting

• Start broad, then narrow based on performance data
• Layer max 2-3 targeting dimensions (avoid over-segmentation)
• Use exclusions aggressively (exclude converted leads, competitors)
• ABM: combine company list + seniority for precision

Lead Gen Forms

• Max 3-4 fields (pre-filled from profile = high completion)
• Include a thank-you page with next step
• Integrate with CRM (Zapier, native, or API) for instant follow-up
• Speed-to-lead matters: contact within 5 minutes = 9x higher connect rate

Integration with Other Skills

• google-ads — Cross-platform campaign comparison
• facebook-ads — Meta vs LinkedIn targeting overlap analysis
• account-structure-review — Multi-platform structural audit
• wasted-spend-finder — Identify wasted LinkedIn spend
• copywriting-frameworks — Apply PAS/AIDA to LinkedIn ad copy

LinkedIn Ads — Examples

Example 1: B2B SaaS Campaign Setup

Prompt

Set up LinkedIn ad campaigns for our B2B analytics platform targeting VP+ marketing leaders at mid-market SaaS companies. Budget: $5,000/month. Goal: demo requests.

What the skill does

1. Recommends campaign structure: 2 campaign groups (Awareness + Lead Gen) 2. Builds targeting: Job Function: Marketing + Seniority: VP/Director/C-Suite + Company Size: 201-1000 + Industry: Computer Software 3. Recommends Lead Gen Forms with 3 fields (name, email, company — pre-filled) 4. Suggests creative mix: 2 Document Ads (gated report), 2 Sponsored Content (case study), 1 Video (product demo) 5. Sets budget split: 60% Lead Gen, 40% Awareness 6. Provides CPA targets based on benchmarks

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Example 2: ABM Campaign

Prompt

We have a target account list of 200 companies. Help me build an ABM campaign on LinkedIn.

What the skill does

1. Uploads company list as Matched Audience (validates 300+ match minimum — may need to expand) 2. Layers seniority targeting (Director+) on top of company list 3. Recommends 3-phase approach: Awareness (Sponsored Content) → Consideration (Document Ads) → Conversion (Message Ads) 4. Sets frequency caps to avoid ad fatigue on small audience 5. Suggests engagement retargeting between phases

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Example 3: Campaign Audit

Prompt

Audit our LinkedIn Ads account. We are spending $8K/month but only getting 12 leads. CPL is $667 which is way too high.

What the skill does

1. Reviews account structure: finds 6 campaigns all targeting overlapping audiences 2. Identifies audience overlap causing internal bid competition 3. Finds targeting is too narrow (8,000 audience size — below 50K minimum) 4. Notes Lead Gen Forms have 7 fields (reducing completion rate to 6%) 5. Recommends: consolidate to 2 campaigns, broaden audience to 150K, reduce form to 3 fields 6. Estimates CPL reduction to $150-200 range

Linkedin Ads Reference

Reference data, benchmarks, and platform-specific details for the Linkedin Ads skill.

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