ads-linkedin

# LinkedIn Ads Deep Analysis **Terminology note (Oct 2025):** Campaign Groups are now called Campaigns, and Campaigns are now called Ad Sets. This skill uses the new terminology. ## Process 1. Collect LinkedIn Ads data (Campaign Manager export, Insight Tag status) 2. Read `ads/references/linkedin-audit.md` for full 27-check audit 3. Read `ads/references/benchmarks.md` for LinkedIn-specific benchmarks 4. Read `ads/references/scoring-system.md` for weighted scoring 5. Evaluate all applicable checks as PASS, WARNING, or FAIL 6. Calculate LinkedIn Ads Health Score (0-100) 7. Generate findings report with action plan ## What to Analyze ### Technical Setup (25% weight) - Insight Tag installed and firing on all pages (L01) - Conversions API (CAPI) active, launched 2025 (L02) - Conversion events configured for full funnel - Revenue attribution tracking enabled - Salesforce/HubSpot CRM integration (June 2025) enables closed-loop impression-to-revenue reporting ### Audience Targeting (25% weight) - Job title targeting uses specific titles, not just functions (L03) - Company size filtering matches ICP (L04) - Seniority level appropriate for offer (L05) - Matched Audiences active: retargeting + contact lists (L06) - ABM company lists uploaded (up to 300,000 companies) (L07) - Audience expansion OFF for precision campaigns, ON for scale (L08) - Predictive audiences tested, replaced Lookalikes Feb 2024 (L09) ### Creative Quality (20% weight) - Thought Leader Ads active, ≥30% budget allocation for B2B (L10) - Ad format diversity: ≥2 formats tested (L11) - Video ads tested (L12) - Creative refresh every 4-6 weeks (L13) ### Lead Gen & Performance (15% weight) - Lead Gen Form ≤5 fields (13% CVR benchmark) (L14) - Lead Gen Form synced to CRM in real-time (L15) - Campaign objective matches funnel stage (L18) - A/B testing active: creative or audience (L19) - Message ad frequency ≤1 per 30-45 days (L20) ### Bidding & Budget (15% weight) - Bid strategy: Start with Manual CPC. Maximum Delivery is the most expensive option. (L16) - Daily budget ≥$50 for Sponsored Content (L17) - CTR ≥0.44% for Sponsored Content (L21) - CPC within benchmark: $5-7 average, senior $6.40+ (L22) - Lead-to-opportunity rate tracked, not just CPL (L23) - Attribution: 30-day click / 7-day view configured (L24) - Demographics report reviewed monthly (L25) ## Thought Leader Ads (TLA) Assessment Thought Leader Ads use employee/executive personal posts as sponsored content. Non-employee members eligible since March 2025. 2-5x higher engagement than standard Sponsored Content. - CPC typically $2.29-$4.14 vs $13.23 for standard Sponsored Content - CTR typically 2-3x higher than corporate-branded ads - 2-5x higher engagement (includes non-employee member TLAs since March 2025) - Best for: B2B thought leadership, brand awareness, engagement Evaluate: - Are TLAs being used? (If not, HIGH priority recommendation) - Are they getting ≥30% of total LinkedIn budget? - Are the right employees sele