# Linkedin Ad Campaign > Plans LinkedIn ad campaigns with audience targeting, ad formats, lead gen form design, and budget recommendations. Use when running B2B advertising campaigns on LinkedIn. - Skill: `reaperinvest/linkedin-ad-campaign` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/linkedin-ad-campaign` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/linkedin-ad-campaign/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/linkedin-ad-campaign --- # LinkedIn Ad Campaign ## When to Use This Skill Use this skill when you need to: - Plan a LinkedIn advertising campaign from targeting to creative - Design lead gen form campaigns for B2B lead generation - Select the right LinkedIn ad formats for your business goal - Create a budget and bidding strategy for LinkedIn ads **DO NOT** use this skill for organic LinkedIn content, LinkedIn profile optimization, or non-LinkedIn paid advertising. This is specifically for LinkedIn's paid advertising platform. --- ## Core Principle LINKEDIN ADS ARE EXPENSIVE PER CLICK — EVERY CAMPAIGN MUST TARGET A SPECIFIC DECISION-MAKER WITH A SPECIFIC OFFER WORTH THE PREMIUM CPM. --- ## Phase 1: Campaign Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Campaign objective** | "What is the goal? (lead gen, website traffic, brand awareness, event registrations)" | Lead generation | | **Target audience** | "Who are you targeting? (job titles, industries, company sizes)" | No default — must be provided | | **Offer** | "What are you offering? (whitepaper, demo, webinar, free trial)" | No default — must be provided | | **Monthly budget** | "What is your monthly LinkedIn ad budget?" | $3,000/month | | **Geographic targets** | "Which regions?" | United States | | **Landing page or lead gen form** | "Do you want to send traffic to a landing page or use LinkedIn's native lead gen forms?" | LinkedIn lead gen forms | **GATE: Do not proceed until audience, offer, and objective are confirmed.** --- ## Phase 2: Audience Build Design the targeting strategy using LinkedIn's targeting options. ### Targeting Layers Build 2-3 audience segments to test: ``` ## Audience Segment 1: [Name] - Job Titles: [Specific titles] - Industries: [Industries] - Company Size: [Employee ranges] - Seniority: [Entry, Senior, Manager, Director, VP, C-Suite] - Estimated audience size: [Target 50,000-500,000] ## Audience Segment 2: [Name] - [Different targeting combination] ``` ### Targeting Best Practices - Audience size sweet spot: 50,000-500,000 for lead gen - Do not stack more than 3 targeting dimensions — overly narrow audiences drive up CPM - Use exclusions: competitors, current customers, job seekers - Matched Audiences: upload customer lists for exclusion or lookalikes **GATE: Present audience segments for user approval.** --- ## Phase 3: Campaign Build ### Ad Format Selection | Format | Best For | Avg CPC | |--------|----------|---------| | Single Image | Lead gen, traffic | $5-12 | | Carousel | Multi-feature showcase | $4-10 | | Video | Brand awareness, demos | $6-15 | | Document | Thought leadership | $3-8 | | Message/InMail | High-value offers, events | $0.50-1.00/send | | Text Ads | Low-budget awareness | $2-5 | ### Ad Copy Framework ``` ## Ad Variation [A/B/C] **Format:** Single Image **Headline (70 chars max):** [Benefit-driven headline] **Description (100 chars max):** [Supporting detail] **Intro text (600 chars max):** [Hook — question or bold statement] [Problem acknowledgment — 1-2 sentences] [Solution — what they get] [CTA — clear next step] **CTA button:** [Download / Learn More / Sign Up / Register] **Image specs:** 1200x627px, minimal text overlay ``` ### Lead Gen Form Design (if applicable) ``` ## Lead Gen Form **Form name:** [Descriptive name] **Headline (60 chars):** [Value proposition] **Description (160 chars):** [What they get + urgency] **Fields:** 1. First Name (pre-filled) 2. Last Name (pre-filled) 3. Work Email (pre-filled) 4. Company Name (pre-filled) 5. [1 custom question max — keep friction low] **Privacy policy URL:** [Required] **Thank you message:** [Confirmation + next step] **Thank you URL:** [Link to resource or landing page] ``` --- ## Phase 4: Budget and Launch Plan ### Budget Allocation ``` ## Budget Plan **Monthly budget:** $[amount] **Campaign duration:** [Ongoing / Fixed dates] ### Allocation - Testing phase (Week 1-2): $[amount] across [X] ad variations - Optimization (Week 3-4): Shift budget to top performer - Scale (Month 2+): Increase daily budget on winning combinations ### Bidding Strategy - Objective: Maximum delivery (recommended for testing) - Switch to: Target cost after 50+ conversions - Target CPL: $[amount based on offer value] ### KPI Targets | Metric | Target | |--------|--------| | CTR | >0.4% | | CPL | <$[amount] | | Lead form completion rate | >10% | | Cost per MQL | <$[amount] | ``` --- ## Example: B2B SaaS Webinar Campaign **Audience:** Marketing Directors at companies with 50-500 employees in SaaS/Technology. **Ad copy excerpt:** ``` Intro text: "67% of marketing teams waste 10+ hours/week on manual reporting. Join our live workshop and see how to build automated dashboards in 30 minutes — no code, no data team required. Seats limited to 100. Register free." Headline: Build Marketing Dashboards in 30 Minutes CTA: Register ``` --- ## Anti-Patterns - **Targeting too broadly** — "all marketers in the US" wastes budget. Narrow by title + seniority + industry. - **Too many form fields** — every field beyond 4 drops completion rate significantly. Pre-filled fields reduce friction. - **Running one ad variation** — always launch 3-4 variations to identify winning copy and creative. - **Using "Learn More" for everything** — match the CTA button to the action: Download, Register, Sign Up. - **Ignoring the offer** — LinkedIn users expect value in exchange for their info. A "contact us" form will not convert at $8+ CPC. --- ## Recovery - **Budget under $1,500/month:** Focus on one audience segment and one ad format. LinkedIn requires minimum daily budgets. If under $500/month, suggest a different platform. - **No lead magnet or offer:** Help the user identify a valuable asset — checklist, template, mini-course, or calculator — before building the campaign. - **Audience too small (<20,000):** Broaden one targeting dimension. Expand from exact job titles to job functions, or widen company size range. - **No LinkedIn Company Page:** A Company Page is required to run LinkedIn ads. Help the user set one up before proceeding.