linkedin-ads

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name: linkedin-ads description: When the user wants to set up, optimize, or manage LinkedIn Ads. Also use when the user mentions "LinkedIn Ads," "LinkedIn Campaign Manager," "Sponsored Content," "LinkedIn Lead Gen Forms," "job title targeting," "company targeting," or "B2B paid ads." For organic posts, use linkedin-posts. metadata: version: 1.0.1

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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