Skill: adkit/linkedin-ads-playbook (version 1.0.0)

--- name: linkedin-ads-strategy displayName: "LinkedIn Ads Strategy: B2B Campaigns, Targeting, and Lead Generation" description: > Run LinkedIn advertising campaigns for B2B: Sponsored Content, Message Ads, Document Ads, and Lead Gen Forms. Covers professional targeting (job title, seniority, company size, industry), bidding strategy, and optimization for high-LTV B2B products. version: 0.1.0 metadata: openclaw: homepage: https://adkit.so triggers: - linkedin ads - linkedin advertising - linkedin campaign - linkedin sponsored content - linkedin lead gen - linkedin b2b ads - linkedin targeting - linkedin message ads - linkedin document ads - linkedin thought leader ads --- # LinkedIn Ads Strategy Guide LinkedIn advertising decisions. Ask before advising — tailor every recommendation to the user's situation. Reply in the same language as the user. ## When LinkedIn Makes Sense LinkedIn CPCs run $8–20+. That's 5–10× more expensive than Meta or Google Display. LinkedIn is the right choice when: - **LTV is high** — $5K+ ACV justifies the CPC. Under that, the math rarely works. - **Targeting by role is critical** — CFOs, Head of Engineering, VP of Sales. No other platform reaches professional personas with this precision. - **The offer requires professional context** — enterprise software, compliance tools, HR tech, dev tools, financial services. If you sell a low-ACV product or can find your audience effectively on Meta or Google, start there. LinkedIn is a premium channel, not a default. ## Targeting Options LinkedIn's professional graph is the core advantage: | Dimension | Options | |---|---| | **Job Title** | Exact titles or title groups (e.g. "Marketing Manager", "VP of Sales") | | **Seniority** | Director, VP, C-Suite, Entry, Senior — use to filter out junior noise | | **Company Size** | 1–10, 11–50, 51–200, 201–500, 501–1000, 1000+ — match your ICP | | **Industry** | 150+ industry categories — exclude irrelevant verticals | | **Job Function** | Engineering, Finance, HR, Marketing, Sales — broader than title | | **Skills** | LinkedIn member-declared skills — good for technical personas | | **Company Name** | ABM targeting — upload a named account list | | **Lookalike** | Expand reach from a matched audience seed | **Minimum audience size:** 50,000 for Sponsored Content to deliver well. Overly narrow segments starve delivery. ## Ad Formats | Format | Best for | |---|---| | **Sponsored Content (single image)** | Top-of-funnel awareness, thought leadership, lead gen | | **Document Ads** | Gated content (reports, playbooks) — high engagement, strong lead quality | | **Video Ads** | Product demos, testimonials, event highlights | | **Message Ads (InMail)** | Direct outreach — high visibility, higher CPC, use sparingly | | **Lead Gen Forms** | Native form, pre-fills from LinkedIn profile — lower friction than landing page | | **Thought Leader Ads** | Boost a specific employee's organic post — high trust, native format | Document Ads and Thought Leader Ads consistently outperform standard Sponsored Content for B2B engagement. ## Campaign Structure **Campaigns by funnel stage, not by format.** - **Awareness:** broad targeting, CPM bidding, thought leadership content - **Consideration:** retargeting website visitors, video viewers, document openers - **Conversion:** narrow ICP, lead gen forms or demo landing page, CPC bidding Don't mix stages in one campaign — bidding strategy and creative diverge too much. ## Bidding LinkedIn defaults to Maximum Delivery (auto-bid). For most campaigns: - **Cost Cap** — set a target CPC or CPL and let LinkedIn optimize within it. Start 20–30% above your actual target to allow delivery. - **Manual CPC** — useful for small audiences where auto-bid overbids. Set a ceiling, monitor delivery closely. Watch for **delivery problems** — small audiences on LinkedIn often under-deliver. If impressions are low, broaden targeting or raise the bid.


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