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LinkedIn Ads Playbook

Objective

Section titled “Objective”

Drive qualified B2B pipeline using precise audience targeting and compelling offers.

Prerequisites

Section titled “Prerequisites”
  • LinkedIn Campaign Manager access.
  • Defined ICP (titles, functions, industries, company sizes).
  • Conversion tracking configured.

Playbook

Section titled “Playbook”
  • Audiences: build segments by function+seniority, exclude existing customers.
  • Offers: lead magnets, webinars, benchmark reports, and product tours.
  • Formats: single image, document ads (for downloadable value), conversation ads.
  • Bidding: start with Max Delivery; switch to manual CPC if CPM spikes.
  • Cadence: weekly creative refresh; monthly audience expansion.
  • QA: verify UTMs and landing page message match.

KPIs

Section titled “KPIs”
  • Cost per MQL, qualified call rate, and pipeline created.

Risks

Section titled “Risks”
  • Limited reach for niche ICP; expand industries or seniority bands.
  • High CPC on narrow audiences; test formats and offers.
Section titled “Related”