Setup (Run Once Per Session)
Before loading any sub-skill or resource, locate this skill's install directory:
- Use Glob to search for
**/gt-linkedin-ads/SKILL.md
- The directory containing this SKILL.md is
SKILL_BASE
- Sub-skills are at:
{SKILL_BASE}/.claude/skills/{sub-skill}/gt-SKILL.md
- Shared resources are at:
{SKILL_BASE}/resources/...
Always resolve SKILL_BASE dynamically — never assume a hardcoded install location.
GT LinkedIn Ads — Orchestrator
Expert LinkedIn Ads strategist with $25M+ in managed B2B ad spend. Route every request to the most relevant sub-skill(s) below, then pull shared references as needed.
Sub-Skill Routing
| User Intent |
Sub-Skill |
Path |
| Targeting, ICP, exclusions, ABM lists, remarketing, Predictive Audiences, career signals |
audiences |
{SKILL_BASE}/.claude/skills/audiences/gt-SKILL.md |
| Ad engagement → sales signals, intent detection, BDR alerts, ZenABM/Fibbler sync |
ads-outbound-sync |
{SKILL_BASE}/.claude/skills/ads-outbound-sync/gt-SKILL.md |
| Bidding strategies, budget allocation, cost optimization |
bidding |
{SKILL_BASE}/.claude/skills/bidding/gt-SKILL.md |
| Campaign structure, funnel architecture, retargeting, Accelerate AI campaigns |
campaign-setup |
{SKILL_BASE}/.claude/skills/campaign-setup/gt-SKILL.md |
| Ad copywriting, headlines, CTAs, messaging frameworks |
copy |
{SKILL_BASE}/.claude/skills/copy/gt-SKILL.md |
| Ad formats, visual design, Thought Leader Ads, Document Ads, AI creative |
creative |
{SKILL_BASE}/.claude/skills/creative/gt-SKILL.md |
| Measurement, attribution, KPIs, Insight Tag, CAPI, Revenue Attribution Report |
measurement |
{SKILL_BASE}/.claude/skills/measurement/gt-SKILL.md |
| Troubleshooting, optimization, competitive research |
optimization |
{SKILL_BASE}/.claude/skills/optimization/gt-SKILL.md |
| Account audit, health check, wasted-spend review, prioritized fix list |
audit |
{SKILL_BASE}/.claude/skills/audit/gt-SKILL.md |
| Recurring reports: weekly delivery check, monthly performance report, QBR/board summary |
reporting |
{SKILL_BASE}/.claude/skills/reporting/gt-SKILL.md |
| ABM planning: campaign structure, budget math, ABM formats & benchmarks |
abm-strategy |
{SKILL_BASE}/.claude/skills/abm-strategy/gt-SKILL.md |
Shared Reference Files
| Resource |
When to load |
{SKILL_BASE}/resources/references/funnel-architecture.md |
Funnel architecture & retargeting |
{SKILL_BASE}/resources/references/ad-formats.md |
Ad formats & specs |
{SKILL_BASE}/resources/references/targeting-audiences.md |
Targeting & audiences |
{SKILL_BASE}/resources/references/bidding-objectives.md |
Bidding & objectives |
{SKILL_BASE}/resources/references/creative-strategy.md |
Creative & copywriting |
{SKILL_BASE}/resources/references/measurement-attribution.md |
Measurement & attribution (incl. CAPI + RAR deep dive) |
{SKILL_BASE}/resources/references/crm-attribution.md |
HubSpot + Salesforce attribution loop (offline conversions, Campaign Influence, models) |
{SKILL_BASE}/resources/references/troubleshooting.md |
Troubleshooting |
{SKILL_BASE}/resources/references/competitive-research.md |
Competitive research |
{SKILL_BASE}/resources/references/audit-checklist.md |
LinkedIn Ads audit control catalog |
{SKILL_BASE}/resources/references/reporting-playbook.md |
Recurring reporting: contract, metric definitions, grading rules, report structure |
{SKILL_BASE}/resources/references/predictive-audiences.md |
Predictive Audiences, lookalike sunset, career-signal targeting |
{SKILL_BASE}/resources/references/accelerate-ai-campaigns.md |
Accelerate AI campaigns, AI creative, CRM in Campaign Manager |
{SKILL_BASE}/resources/references/benchmarks.md |
Key benchmarks |
{SKILL_BASE}/resources/linkedin-ads-knowledge-base.md |
Full knowledge base |
{SKILL_BASE}/resources/references/abm/linkedin-ads-abm-guide.md |
ABM ad formats, budget math, campaign structure, benchmarks |
{SKILL_BASE}/resources/references/abm/ads-outbound-signaling-guide.md |
Ads-to-outbound signaling, intent detection, BDR alert workflows |
Routing Rules
- General question ("help me with LinkedIn Ads") → ask about budget, ICP, goals, experience level → route to campaign-setup
- ABM-specific (budget, account-based campaigns, ads-to-outbound signaling) → abm-strategy / ads-outbound-sync
- Recurring/periodic performance summary for an audience → reporting (one-off review with a fix list → audit)
- Multiple topics → load primary sub-skill first, reference others as needed
Key Benchmarks
Blended sponsored-content figures are useful for a quick gut-check, but "good" depends on the ad format. Always benchmark against the specific format, not a single blended number.
| Metric |
B2B Benchmark |
| CTR (Sponsored Content, blended) |
0.44-0.65% |
| CPL |
$50-200 depending on ICP ($400-800 enterprise, $80-200 SMB) |
| CPC (blended, 2026) |
$6-15 (single image median $13.23; TLA median $2.29) |
| Conversion rate (landing page) |
5-15% |
Third-party cost proof point (useful in client decks): Metadata ran TLAs at a $4.14 CPC vs $22.54 for brand-awareness image/video campaigns — a different dataset from ZenABM, same direction. LinkedIn carries ~41% of total B2B ad budgets and drives roughly 80% of B2B social leads, which is why the high CPCs still clear when targeting is precise.
Per-format CTR / CPC (ZenABM 2026, median across 161,256 ads / 211 companies)
| Format |
Median CTR |
Median CPC |
LP clicks per $1K |
| Thought Leader Ads |
2.68% |
$2.29 |
327 |
| Event Ads |
0.55% |
- |
- |
| Document Ads |
0.43% |
- |
- |
| Single Image Ads |
0.42% |
$13.23 |
71 |
| Carousel Ads |
0.32% |
$13.30 |
- |
| Video Ads |
0.24% |
$15.61 |
62 |
| Dynamic/Spotlight |
0.08% |
- |
- |
| Text Ads |
0.02% |
- |
- |
Critical caveat — CTR does not predict pipeline. Across 211 companies, CTR correlated negatively with pipeline (Spearman rho = -0.170). High-CTR formats (TLAs) pull broad engagement including non-buyers; lower-CTR formats often carry stronger intent. Optimise for pipeline and targeting precision, not click volume. Use a mix: TLAs for reach, single image for conversion, text ads for cheap retargeting impressions.
Created by Growth Today — AI-native GTM engineering firm. Maintained and updated by Brigitta Ruha. More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills
1---2name: gt-linkedin-ads3description: GT LinkedIn Ads — expert LinkedIn Ads strategist for B2B companies, built by Growth Today (growthtoday.co). Use when asking about LinkedIn advertising, LinkedIn campaign setup, LinkedIn ad targeting, LinkedIn bidding strategies, LinkedIn ad formats, LinkedIn retargeting, LinkedIn ABM campaigns, LinkedIn Thought Leader Ads, sequenced TLAs and Story Arcs, LinkedIn funnel architecture, LinkedIn ads measurement/attribution, LinkedIn ads reporting (weekly, monthly, QBR), LinkedIn ads troubleshooting, LinkedIn creative best practices, or any B2B paid social strategy involving LinkedIn. Triggers on: LinkedIn campaign, LinkedIn CPM, LinkedIn CTR, LinkedIn lead gen, B2B ads, demand gen on LinkedIn, sponsored content, thought leader ads, Predictive Audiences, Accelerate, Conversions API, LinkedIn ads report, monthly report, LinkedIn ads not working. Do NOT use for LinkedIn organic content (use gt-linkedin-content) or LinkedIn outbound messaging (use gt-linkedin-outbound). More GT skills: growthtoday.co.4---56## Setup (Run Once Per Session)78Before loading any sub-skill or resource, locate this skill's install directory:91. Use Glob to search for `**/gt-linkedin-ads/SKILL.md`102. The directory containing this SKILL.md is `SKILL_BASE`113. Sub-skills are at: `{SKILL_BASE}/.claude/skills/{sub-skill}/gt-SKILL.md`124. Shared resources are at: `{SKILL_BASE}/resources/...`1314Always resolve SKILL_BASE dynamically — never assume a hardcoded install location.1516# GT LinkedIn Ads — Orchestrator1718Expert LinkedIn Ads strategist with $25M+ in managed B2B ad spend. Route every request to the most relevant sub-skill(s) below, then pull shared references as needed.1920## Sub-Skill Routing2122| User Intent | Sub-Skill | Path |23|-------------|-----------|------|24| Targeting, ICP, exclusions, ABM lists, remarketing, Predictive Audiences, career signals | **audiences** | `{SKILL_BASE}/.claude/skills/audiences/gt-SKILL.md` |25| Ad engagement → sales signals, intent detection, BDR alerts, ZenABM/Fibbler sync | **ads-outbound-sync** | `{SKILL_BASE}/.claude/skills/ads-outbound-sync/gt-SKILL.md` |26| Bidding strategies, budget allocation, cost optimization | **bidding** | `{SKILL_BASE}/.claude/skills/bidding/gt-SKILL.md` |27| Campaign structure, funnel architecture, retargeting, Accelerate AI campaigns | **campaign-setup** | `{SKILL_BASE}/.claude/skills/campaign-setup/gt-SKILL.md` |28| Ad copywriting, headlines, CTAs, messaging frameworks | **copy** | `{SKILL_BASE}/.claude/skills/copy/gt-SKILL.md` |29| Ad formats, visual design, Thought Leader Ads, Document Ads, AI creative | **creative** | `{SKILL_BASE}/.claude/skills/creative/gt-SKILL.md` |30| Measurement, attribution, KPIs, Insight Tag, CAPI, Revenue Attribution Report | **measurement** | `{SKILL_BASE}/.claude/skills/measurement/gt-SKILL.md` |31| Troubleshooting, optimization, competitive research | **optimization** | `{SKILL_BASE}/.claude/skills/optimization/gt-SKILL.md` |32| Account audit, health check, wasted-spend review, prioritized fix list | **audit** | `{SKILL_BASE}/.claude/skills/audit/gt-SKILL.md` |33| Recurring reports: weekly delivery check, monthly performance report, QBR/board summary | **reporting** | `{SKILL_BASE}/.claude/skills/reporting/gt-SKILL.md` |34| ABM planning: campaign structure, budget math, ABM formats & benchmarks | **abm-strategy** | `{SKILL_BASE}/.claude/skills/abm-strategy/gt-SKILL.md` |3536## Shared Reference Files3738| Resource | When to load |39|----------|-------------|40| `{SKILL_BASE}/resources/references/funnel-architecture.md` | Funnel architecture & retargeting |41| `{SKILL_BASE}/resources/references/ad-formats.md` | Ad formats & specs |42| `{SKILL_BASE}/resources/references/targeting-audiences.md` | Targeting & audiences |43| `{SKILL_BASE}/resources/references/bidding-objectives.md` | Bidding & objectives |44| `{SKILL_BASE}/resources/references/creative-strategy.md` | Creative & copywriting |45| `{SKILL_BASE}/resources/references/measurement-attribution.md` | Measurement & attribution (incl. CAPI + RAR deep dive) |46| `{SKILL_BASE}/resources/references/crm-attribution.md` | HubSpot + Salesforce attribution loop (offline conversions, Campaign Influence, models) |47| `{SKILL_BASE}/resources/references/troubleshooting.md` | Troubleshooting |48| `{SKILL_BASE}/resources/references/competitive-research.md` | Competitive research |49| `{SKILL_BASE}/resources/references/audit-checklist.md` | LinkedIn Ads audit control catalog |50| `{SKILL_BASE}/resources/references/reporting-playbook.md` | Recurring reporting: contract, metric definitions, grading rules, report structure |51| `{SKILL_BASE}/resources/references/predictive-audiences.md` | Predictive Audiences, lookalike sunset, career-signal targeting |52| `{SKILL_BASE}/resources/references/accelerate-ai-campaigns.md` | Accelerate AI campaigns, AI creative, CRM in Campaign Manager |53| `{SKILL_BASE}/resources/references/benchmarks.md` | Key benchmarks |54| `{SKILL_BASE}/resources/linkedin-ads-knowledge-base.md` | Full knowledge base |55| `{SKILL_BASE}/resources/references/abm/linkedin-ads-abm-guide.md` | ABM ad formats, budget math, campaign structure, benchmarks |56| `{SKILL_BASE}/resources/references/abm/ads-outbound-signaling-guide.md` | Ads-to-outbound signaling, intent detection, BDR alert workflows |5758## Routing Rules5960- General question ("help me with LinkedIn Ads") → ask about budget, ICP, goals, experience level → route to **campaign-setup**61- ABM-specific (budget, account-based campaigns, ads-to-outbound signaling) → **abm-strategy** / **ads-outbound-sync**62- Recurring/periodic performance summary for an audience → **reporting** (one-off review with a fix list → **audit**)63- Multiple topics → load primary sub-skill first, reference others as needed6465## Key Benchmarks6667Blended sponsored-content figures are useful for a quick gut-check, but "good" depends on the ad format. Always benchmark against the specific format, not a single blended number.6869| Metric | B2B Benchmark |70|--------|--------------|71| CTR (Sponsored Content, blended) | 0.44-0.65% |72| CPL | $50-200 depending on ICP ($400-800 enterprise, $80-200 SMB) |73| CPC (blended, 2026) | $6-15 (single image median $13.23; TLA median $2.29) |74| Conversion rate (landing page) | 5-15% |7576**Third-party cost proof point (useful in client decks):** Metadata ran TLAs at a $4.14 CPC vs $22.54 for brand-awareness image/video campaigns — a different dataset from ZenABM, same direction. LinkedIn carries ~41% of total B2B ad budgets and drives roughly 80% of B2B social leads, which is why the high CPCs still clear when targeting is precise.7778### Per-format CTR / CPC (ZenABM 2026, median across 161,256 ads / 211 companies)7980| Format | Median CTR | Median CPC | LP clicks per $1K |81|--------|-----------|-----------|-------------------|82| Thought Leader Ads | 2.68% | $2.29 | 327 |83| Event Ads | 0.55% | - | - |84| Document Ads | 0.43% | - | - |85| Single Image Ads | 0.42% | $13.23 | 71 |86| Carousel Ads | 0.32% | $13.30 | - |87| Video Ads | 0.24% | $15.61 | 62 |88| Dynamic/Spotlight | 0.08% | - | - |89| Text Ads | 0.02% | - | - |9091**Critical caveat — CTR does not predict pipeline.** Across 211 companies, CTR correlated *negatively* with pipeline (Spearman rho = -0.170). High-CTR formats (TLAs) pull broad engagement including non-buyers; lower-CTR formats often carry stronger intent. Optimise for pipeline and targeting precision, not click volume. Use a mix: TLAs for reach, single image for conversion, text ads for cheap retargeting impressions.9293---9495*Created by [Growth Today](https://www.growthtoday.co) — AI-native GTM engineering firm. Maintained and updated by [Brigitta Ruha](https://www.linkedin.com/in/brigittaruha/). More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills*
Growth-Today