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 selected (industry credibility, active posters)?
• Is post content authentic and valuable (not salesy)?

Ad Format Benchmarks

Format	Key Metric
Document Ads	7.00% engagement rate
Conversation Ads	50-60% open rate

Note: EU Sponsored Messaging (InMail/Conversation Ads) discontinued since Jan 2022.

LinkedIn Audience Network

Expert consensus is OFF. Quality is poor, and it dilutes campaign performance data. Disable LinkedIn Audience Network unless specifically testing with isolated budget.

ABM Strategy Assessment

For B2B Enterprise accounts:

• Company list uploaded and segmented by tier (Tier 1, 2, 3)
• Custom content per tier (personalized messaging)
• Account penetration tracking (contacts reached per target account)
• Integration with CRM/ABM platform (Demandbase, 6sense, etc.)

LinkedIn Context

Setting	Value
Minimum audience size	500 (for ads to run)
Lead Gen Form CVR benchmark	13%
TLA CPC range	$2.29-$4.14
Standard SC CPC	$13.23 average
Hierarchy rename	Oct 2025 (Campaign Group → Campaign → Ad)
Predictive Audiences	Replaced Lookalikes Feb 2024

Key Thresholds

Metric	Pass	Warning	Fail
CTR (Sponsored Content)	≥0.44%	0.30-0.44%	<0.30%
CPC (average)	≤$7.00	$7-10	>$10.00
Lead Gen CVR	≥10%	5-10%	<5%
Message frequency	≤1/30 days	1/15-30 days	>1/15 days
TLA budget share	≥30%	15-30%	<15%

Output

LinkedIn Ads Health Score

LinkedIn Ads Health Score: XX/100 (Grade: X)

Technical Setup:   XX/100  ████████░░  (25%)
Audience:          XX/100  ██████████  (25%)
Creative:          XX/100  ███████░░░  (20%)
Lead Gen:          XX/100  █████░░░░░  (15%)
Budget & Bidding:  XX/100  ████████░░  (15%)

Deliverables

• LINKEDIN-ADS-REPORT.md: Full 27-check findings with pass/warning/fail
• TLA adoption roadmap (if not using)
• ABM strategy recommendations (for B2B)
• Lead Gen Form optimization priorities
• Quick Wins sorted by impact