Linkedin Ads B2b Optimizer
SKILL.md
skillslinkedin-adsSKILL.md
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# LinkedIn Ads B2B Optimizer
LinkedIn is expensive because it works. The question isn't whether to use it—it's how to use it without burning your budget on low-quality leads.
## Core Philosophy
**LinkedIn is the B2B targeting gold mine.** No other platform lets you target by job title, company size, industry, and seniority with this precision. That precision costs money—use it wisely.
**High CPM, High Intent.** Yes, you'll pay $50-150+ CPM. But you're reaching decision-makers, not random users. A $100 CPM to reach CFOs beats a $10 CPM to reach everyone.
**Lead Quality > Lead Quantity.** A LinkedIn lead gen form will generate leads easily. The question is whether those leads close. Optimize for sales-qualified leads, not form fills.
**Content Matters More Than Targeting.** LinkedIn users are sophisticated. They'll ignore obvious ads but engage with genuinely useful content. Lead with value, not sales pitches.
**The Sales Cycle is Long.** B2B deals take months. LinkedIn ads plant seeds—don't expect immediate ROI. Build awareness, capture demand, then convert.
---
## Required Context
### Must Have
**1. Business Context**
- What you're selling (product/service)
- Average deal size / contract value
- Sales cycle length
- Current lead sources
**2. Target Audience**
- Target job titles/functions
- Company size (employees or revenue)
- Industries
- Geographic focus
**3. Campaign Goals**
- Primary objective (awareness, leads, demos)
- Target cost per lead (if lead gen)
- Monthly budget
- KPIs you're measured on
### Strongly Recommended
**4. Current LinkedIn Status**
- Existing campaigns and performance
- Historical CPL, CPM, CTR
- Lead quality assessment
- What's worked/failed
**5. Content Assets**
- Content available (whitepapers, webinars, case studies)
- Creative resources (images, video capability)
- Landing pages or lead gen forms
### Nice to Have
- CRM data on lead-to-opportunity conversion
- ABM target account list
- Competitor intelligence
- LinkedIn Company Page analytics
---
## LinkedIn Ads Framework
### Campaign Objective Selection
| Objective | Use When | Expected CPM | Expected CPL |
|-----------|----------|--------------|--------------|
| Awareness | Building brand with new audiences | $30-80 | N/A |
| Website Visits | Driving traffic to content | $50-100 | N/A |
| Engagement | Promoting content/thought leadership | $40-90 | N/A |
| Video Views | Video content awareness | $30-70 | N/A |
| Lead Generation | Capturing leads via forms | $80-150+ | $50-300 |
| Website Conversions | Driving specific actions | $80-150+ | $75-400 |
**Objective Selection Logic:**
```
IF goal = brand awareness AND budget limited
→ Use Awareness or Video Views objective
IF goal = lead generation AND have compelling offer
→ Use Lead Generation objective with forms
IF goal = lead generation AND no offer/content
→ Use Website Visits to drive content engagement first
IF goal = ABM/target accounts
→ Use combinations based on buying stage
```
---
### Targeting Strategy
**Targeting Building Blocks:**
| Dimension | Options | Best Practices |
|-----------|---------|----------------|
| Job Function | Marketing, Sales, IT, Finance, etc. | Combine with seniority |
| Job Title | Specific titles | Use for precision, small audiences |
| Seniority | Entry, Senior, Manager, Director, VP, C-suite | Layer on all campaigns |
| Company Size | 1-10, 11-50, 51-200, 201-500, 501-1000, 1000+ | Match your ICP |
| Industry | 100+ industries | Use to exclude irrelevant |
| Company Name | Specific companies | ABM campaigns |
| Skills | Specific skills listed | Interest-based targeting |
| Groups | LinkedIn Groups membership | Interest signals |
**Audience Size Guidelines:**
| Campaign Type | Minimum Audience | Ideal Audience |
|---------------|------------------|----------------|
| Awareness | 50,000+ | 100,000-500,000 |
| Lead Gen (broad) | 30,000+ | 50,000-200,000 |
| Lead Gen (focused) | 10,000+ | 20,000-80,000 |
| ABM | 1,000+ | 5,000-30,000 |
---
**Targeting Strategy by Goal:**
**Brand Awareness:**
```
Broad Function/Industry
+ Mid-to-Senior Seniority
+ Relevant Company Sizes
= Large, relevant audience for impressions
```
**Lead Generation (Scaled):**
```
Specific Function(s)
+ Senior Seniority (Manager+)
+ Target Company Size
+ Target Industries
= Qualified but scalable audience
```
**Lead Generation (Precision):**
```
Specific Job Titles
+ VP/C-Suite Seniority
+ Company Size (Enterprise)
+ Key Industries
= Highly qualified, smaller audience
```
**Account-Based Marketing:**
```
Target Account List (Company Names)
+ Relevant Functions
+ Decision-maker Seniority
= Surgical targeting for key accounts
```
---
### Campaign Structure
**Recommended Structure:**
```
📁 Campaign: [Objective] - [Audience Segment]
├── Ad Group: [Targeting Variant A]
│ ├── Ad 1: [Creative/Message A]
│ ├── Ad 2: [Creative/Message B]
│ └── Ad 3: [Creative/Message C]
└── Ad Group: [Targeting Variant B]
├── Ad 1: [Creative/Message A]
├── Ad 2: [Creative/Message B]
└── Ad 3: [Creative/Message C]
```
**Campaign Types to Run:**
| Campaign | Objective | Audience | Content |
|----------|-----------|----------|---------|
| Awareness | Brand Awareness | Broad ICP | Thought leadership, brand |
| Content Promo | Engagement | ICP | Valuable content (no gate) |
| Lead Gen - TOFU | Lead Generation | Broad ICP | Ebooks, guides, webinars |
| Lead Gen - MOFU | Lead Generation | Engaged/Warm | Case studies, demos |
| Retargeting | Multiple | Website/Engaged | Conversion-focused |
| ABM | Multiple | Target Accounts | Personalized by account |
---
### Ad Formats
**Format Selection Guide:**
| Format | Best For | CTR Benchmark | CPM Range |
|--------|----------|---------------|-----------|
| Single Image | Lead gen, awareness | 0.4-0.6% | $50-100 |
| Carousel | Multiple products/benefits | 0.5-0.8% | $50-100 |
| Video | Awareness, engagement | 0.4-0.7% | $40-80 |
| Text Ads | Low budget, testing | 0.02-0.05% | $10-30 |
| Spotlight Ads | Personalized awareness | N/A (CPM) | $30-60 |
| Message Ads | Direct outreach | 30-50% open rate | $0.50-1.00/send |
| Conversation Ads | Interactive engagement | Variable | $0.50-1.00/send |
| Document Ads | Content distribution | 0.4-0.7% | $50-100 |
**Format Recommendations by Objective:**
| Goal | Primary Format | Secondary Format |
|------|----------------|------------------|
| Brand Awareness | Video, Single Image | Carousel |
| Lead Generation | Single Image, Document | Carousel |
| Content Engagement | Document, Video | Single Image |
| Event Registration | Single Image | Conversation Ads |
| ABM | Spotlight, Message Ads | Single Image |
---
### Lead Gen Forms
**Form Optimization:**
| Element | Best Practice | Impact |
|---------|---------------|--------|
| Number of fields | 3-5 fields | More fields = fewer, higher quality leads |
| Pre-filled fields | Maximize use | Higher completion rate |
| Custom questions | Add 1-2 qualifying questions | Better lead quality |
| Privacy policy | Required | Compliance |
| Thank you message | Include next steps | Set expectations |
**Field Strategy:**
| Field Type | Use | Pre-filled? |
|------------|-----|-------------|
| Name | Always | Yes |
| Email | Always | Yes (work email) |
| Job Title | Usually | Yes |
| Company Name | Usually | Yes |
| Phone | Optional | No |
| Company Size | If relevant | No |
| Custom Question | Qualifying | No |
**Custom Question Ideas:**
- "What's your biggest challenge with [topic]?"
- "What's your timeline for [decision]?"
- "What's your current [relevant solution/process]?"
- "Which [product/feature] interests you most?"
---
### Content Strategy for LinkedIn
**Content by Funnel Stage:**
| Stage | Content Type | Goal | CTA |
|-------|--------------|------|-----|
| Awareness | Thought leadership, trends | Build credibility | Follow, read more |
| Interest | How-to guides, frameworks | Demonstrate expertise | Download |
| Consideration | Case studies, comparisons | Prove value | Demo, trial |
| Decision | ROI calculators, consultations | Close | Talk to sales |
**High-Performing LinkedIn Content:**
| Content Type | Why It Works | Lead Gen Potential |
|--------------|--------------|-------------------|
| Industry research/data | Original insights, shareability | High (gated) |
| How-to guides | Practical value | High (gated) |
| Case studies | Social proof, relevance | Medium-High |
| Templates/tools | Immediate utility | High (gated) |
| Webinars | Deep engagement | High |
| Expert interviews | Credibility by association | Medium |
| Trend analysis | Timely relevance | Medium |
---
## Output Format
### LinkedIn Ads Strategy Document
```
═══════════════════════════════════════════════════════════════════
LINKEDIN ADS OPTIMIZATION STRATEGY
═══════════════════════════════════════════════════════════════════
Company: [Company Name]
Prepared: [Date]
Monthly Budget: $[Budget]
Primary Goal: [Goal]
═══════════════════════════════════════════════════════════════════
📊 CURRENT STATE ASSESSMENT
────────────────────────────────────────────────────────────────────
PERFORMANCE SUMMARY:
| Metric | Current | Benchmark | Status |
|--------|---------|-----------|--------|
| Average CPM | $[X] | $50-100 | 🟢/🟡/🔴 |
| Average CTR | [X]% | 0.4-0.6% | 🟢/🟡/🔴 |
| Average CPL | $[X] | $50-200 | 🟢/🟡/🔴 |
| Lead-to-Opp Rate | [X]% | 10-20% | 🟢/🟡/🔴 |
| Cost per Opp | $[X] | Varies | 🟢/🟡/🔴 |
ISSUES IDENTIFIED:
1. [Issue #1]
2. [Issue #2]
3. [Issue #3]
QUICK WINS:
- [Quick win #1]
- [Quick win #2]
═══════════════════════════════════════════════════════════════════
👥 TARGET AUDIENCE STRATEGY
────────────────────────────────────────────────────────────────────
PRIMARY ICP:
- Job Functions: [Functions]
- Seniority: [Levels]
- Company Size: [Size range]
- Industries: [Industries]
- Geography: [Regions]
AUDIENCE SEGMENTS:
| Segment | Targeting | Est. Size | Priority |
|---------|-----------|-----------|----------|
| [Segment 1] | [Criteria] | [Size] | High |
| [Segment 2] | [Criteria] | [Size] | Medium |
| [Segment 3] | [Criteria] | [Size] | Medium |
| ABM - Tier 1 | [Account list] | [Size] | High |
EXCLUSIONS:
- [Exclusion #1]: [Reason]
- [Exclusion #2]: [Reason]
═══════════════════════════════════════════════════════════════════
🎯 CAMPAIGN STRUCTURE
────────────────────────────────────────────────────────────────────
RECOMMENDED CAMPAIGNS:
| Campaign | Objective | Audience | Budget/mo | Expected CPL |
|----------|-----------|----------|-----------|--------------|
| [Campaign 1] | [Objective] | [Audience] | $[X] | $[X] |
| [Campaign 2] | [Objective] | [Audience] | $[X] | $[X] |
| [Campaign 3] | [Objective] | [Audience] | $[X] | $[X] |
| **Total** | | | **$[X]** | |
FUNNEL DISTRIBUTION:
| Stage | Budget | % of Total | Campaigns |
|-------|--------|------------|-----------|
| Awareness | $[X] | [X]% | [Campaigns] |
| Lead Gen - TOFU | $[X] | [X]% | [Campaigns] |
| Lead Gen - MOFU | $[X] | [X]% | [Campaigns] |
| Retargeting | $[X] | [X]% | [Campaigns] |
═══════════════════════════════════════════════════════════════════
📝 CAMPAIGN BUILDS
────────────────────────────────────────────────────────────────────
CAMPAIGN 1: [Campaign Name]
────────────────────────────
Objective: [LinkedIn Objective]
Daily Budget: $[X]
Targeting:
- Function: [Functions]
- Seniority: [Seniority]
- Company Size: [Size]
- Industries: [Industries]
- Geography: [Geography]
Estimated Audience: [Size]
Ad Groups:
1. [Ad Group 1 Name]
- Variation: [What's different]
- Ads: [Number and types]
2. [Ad Group 2 Name]
- Variation: [What's different]
- Ads: [Number and types]
Bidding: [Strategy]
Schedule: [Days/hours if relevant]
[Repeat for each campaign]
═══════════════════════════════════════════════════════════════════
📄 LEAD GEN FORM STRATEGY
────────────────────────────────────────────────────────────────────
FORM STRUCTURE:
| Field | Type | Pre-filled | Required |
|-------|------|------------|----------|
| First Name | Standard | Yes | Yes |
| Last Name | Standard | Yes | Yes |
| Email | Standard | Yes | Yes |
| Job Title | Standard | Yes | Yes |
| Company Name | Standard | Yes | Yes |
| [Custom Q1] | Custom | No | [Yes/No] |
| [Custom Q2] | Custom | No | [Yes/No] |
CUSTOM QUALIFYING QUESTIONS:
1. "[Question text]"
- Answer options: [Options]
- Purpose: [Why this qualifies]
2. "[Question text]"
- Answer options: [Options]
- Purpose: [Why this qualifies]
THANK YOU MESSAGE:
"[Message text that sets expectations]"
═══════════════════════════════════════════════════════════════════
🎨 CREATIVE STRATEGY
────────────────────────────────────────────────────────────────────
AD FORMAT MIX:
| Format | Use | Quantity Needed |
|--------|-----|-----------------|
| Single Image | [Use case] | [X] ads |
| Carousel | [Use case] | [X] ads |
| Video | [Use case] | [X] ads |
| Document | [Use case] | [X] ads |
MESSAGING ANGLES TO TEST:
| Angle | Hook | CTA |
|-------|------|-----|
| [Angle 1] | "[Hook text]" | [CTA] |
| [Angle 2] | "[Hook text]" | [CTA] |
| [Angle 3] | "[Hook text]" | [CTA] |
VISUAL DIRECTION:
- Style: [Professional/Bold/Minimal/etc.]
- Colors: [Brand colors or specific direction]
- Imagery: [People/Product/Abstract/etc.]
- Must include: [Logo, CTA button, etc.]
CONTENT OFFERS:
| Offer | Format | Funnel Stage | Expected CPL |
|-------|--------|--------------|--------------|
| [Offer 1] | [eBook/Webinar/etc.] | TOFU | $[X] |
| [Offer 2] | [Case study/etc.] | MOFU | $[X] |
| [Offer 3] | [Demo/consult/etc.] | BOFU | $[X] |
═══════════════════════════════════════════════════════════════════
📊 MEASUREMENT FRAMEWORK
────────────────────────────────────────────────────────────────────
PRIMARY KPIS:
| KPI | Target | Measurement |
|-----|--------|-------------|
| Cost per Lead | <$[X] | LinkedIn reporting |
| Lead Quality Score | >[X]% qualified | CRM analysis |
| Cost per Opportunity | <$[X] | CRM tracking |
| Pipeline Generated | $[X]/month | CRM |
REPORTING CADENCE:
- Daily: Spend, leads, CPL
- Weekly: Lead quality, form completion rate
- Monthly: Pipeline, opportunity rate, ROI
LEAD QUALITY CRITERIA:
- ✅ Qualified: [Criteria]
- ⚠️ Needs nurturing: [Criteria]
- ❌ Unqualified: [Criteria]
═══════════════════════════════════════════════════════════════════
🎯 OPTIMIZATION ROADMAP
────────────────────────────────────────────────────────────────────
WEEK 1-2: Launch
- [ ] [Task]
- [ ] [Task]
- [ ] [Task]
WEEK 3-4: Optimize
- [ ] [Task]
- [ ] [Task]
MONTH 2: Scale
- [ ] [Task]
- [ ] [Task]
ONGOING:
- [ ] Weekly creative refresh
- [ ] Monthly audience review
- [ ] Quarterly strategy review
═══════════════════════════════════════════════════════════════════
```
---
## Benchmarks & Expectations
### LinkedIn Ads Benchmarks
| Metric | Poor | Average | Good | Excellent |
|--------|------|---------|------|-----------|
| CTR (Sponsored Content) | <0.3% | 0.4-0.5% | 0.5-0.7% | >0.7% |
| CPM | >$120 | $80-120 | $50-80 | <$50 |
| CPL (Lead Gen) | >$200 | $100-200 | $50-100 | <$50 |
| Form Completion Rate | <5% | 8-12% | 12-15% | >15% |
| Message Open Rate | <30% | 40-50% | 50-60% | >60% |
**CPL by Industry (Typical):**
| Industry | Typical CPL Range |
|----------|-------------------|
| SaaS | $75-200 |
| Professional Services | $100-250 |
| Financial Services | $150-400 |
| Healthcare | $100-300 |
| Manufacturing | $80-200 |
| Education | $50-150 |
---
## Common Scenarios
### Scenario 1: "CPL is too high"
**Diagnosis:**
1. Audience too narrow? (Check audience size)
2. Targeting too premium? (C-suite = higher CPM)
3. Content not compelling? (Check CTR)
4. Form too long? (Check completion rate)
**Solutions:**
1. Broaden targeting slightly
2. Layer in more junior decision-makers
3. Test different content offers
4. Simplify form (fewer fields)
### Scenario 2: "Getting leads but they don't convert"
**Diagnosis:**
1. Targeting too broad?
2. Offer attracting wrong audience?
3. Follow-up too slow or weak?
**Solutions:**
1. Tighten targeting (seniority, company size)
2. Add qualifying questions to form
3. Test more MOFU offers (case studies vs. generic ebooks)
4. Ensure fast sales follow-up
### Scenario 3: "Can't get enough volume"
**Possible Issues:**
1. Audience too narrow
2. Budget too low for LinkedIn
3. CTR limiting delivery
**Solutions:**
1. Expand targeting (add functions, industries, regions)
2. Increase budget (LinkedIn often needs $5K+/month minimum to work)
3. Test new ad formats and creative
4. Add Message Ads for direct outreach
### Scenario 4: "ABM campaigns not working"
**Common Mistakes:**
1. Account list too small (<300 companies)
2. Not layering additional targeting
3. Using same content as broad campaigns
**Better Approach:**
1. Ensure 300+ companies for delivery
2. Add function + seniority layering
3. Create account-specific content or angles
4. Use multiple touchpoints (awareness + lead gen + Message)
### Scenario 5: "How much should I spend?"
**Budget Guidelines:**
| Goal | Minimum Monthly | Recommended |
|------|-----------------|-------------|
| Testing | $3,000 | $5,000 |
| Consistent lead gen | $5,000 | $10,000-20,000 |
| ABM program | $5,000 | $10,000+ |
| Full-funnel program | $15,000 | $25,000+ |
---
## Limitations
**I can provide:**
- Campaign structure recommendations
- Targeting strategy
- Lead gen form optimization
- Creative strategy direction
- Benchmarks and expectations
- Troubleshooting frameworks
**I cannot provide:**
- LinkedIn Ads account access
- Actual campaign building
- Creative production
- ABM account list development
- CRM integration setup
**For implementation, you'll need:**
- LinkedIn Campaign Manager access
- Creative assets (images, video)
- Content offers (gated content)
- CRM for lead tracking
- Sales alignment for follow-up
---
## Quality Checklist
Before delivering strategy:
- [ ] Target audience clearly defined
- [ ] Campaign structure matches funnel stages
- [ ] Budget allocation realistic for LinkedIn
- [ ] Lead gen form optimized for quality vs. quantity
- [ ] Ad formats appropriate for objectives
- [ ] Content offers mapped to buyer journey
- [ ] Benchmarks set with realistic expectations
- [ ] Measurement framework includes lead quality
- [ ] ABM considerations addressed (if relevant)
- [ ] Timeline and optimization cadence defined
ReadyLinkedin Ads B2b Optimizer
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