Linkedin Ads

LinkedIn Ads

B2B advertising on LinkedIn — campaigns, targeting, creative, Lead Gen Forms, and ABM.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/linkedin-ads ~/.claude/skills/

Campaign Types

| Type | Objective | Best For | |------|-----------|----------| | Sponsored Content | Brand awareness, engagement, conversions | Thought leadership, content promotion | | Message Ads | Direct outreach at scale | Event invites, demo requests, high-value offers | | Text Ads | Cost-efficient clicks | Always-on brand visibility | | Dynamic Ads | Personalized (follower, spotlight, jobs) | Follower growth, personalized CTAs | | Document Ads | Lead gen through gated content | Whitepapers, reports, guides | | Video Ads | Brand awareness, engagement | Product demos, testimonials, thought leadership | | Conversation Ads | Multi-CTA interactive messages | Complex offers, event + content combos | | Lead Gen Forms | In-platform lead capture | Gated content, demo requests, newsletter signups |

Targeting Capabilities

Professional Targeting (LinkedIn-Exclusive)

| Dimension | Examples | Use Case | |-----------|---------|----------| | Job Title | VP Marketing, CMO, Head of Growth | Role-specific targeting | | Job Function | Marketing, Sales, Engineering | Broad function targeting | | Seniority | C-Suite, VP, Director, Manager, Entry | Decision-maker targeting | | Company Name | Specific company lists | ABM campaigns | | Company Size | 1-10, 11-50, 51-200, 201-500, 500+ | Segment by org size | | Company Industry | SaaS, Healthcare, Finance, etc. | Vertical targeting | | Skills | Digital Marketing, SEO, Data Analysis | Interest/expertise targeting | | Groups | LinkedIn Group membership | Community targeting | | Years of Experience | 1-2, 3-5, 6-10, 10+ | Career stage | | Education | Degree, field of study, school | Academic targeting |

Matched Audiences

| Type | Source | Use Case | |------|--------|----------| | Contact Targeting | Email lists (300+ match) | CRM retargeting, ABM | | Company Targeting | Company name lists | ABM account lists | | Website Retargeting | Insight Tag pixel | Site visitor retargeting | | Lookalike Audiences | Expand from any source | Scale proven audiences | | Engagement Retargeting | Ad/page engagers | Warm audience nurturing | | Event Retargeting | LinkedIn Event attendees | Post-event follow-up |

Audience Size Guidelines

| Campaign Type | Minimum | Recommended | Maximum | |--------------|---------|-------------|---------| | Sponsored Content | 50,000 | 100,000-300,000 | 500,000+ | | Message Ads | 15,000 | 30,000-100,000 | 200,000 | | Lead Gen Forms | 50,000 | 100,000-300,000 | 500,000+ | | ABM (Company List) | 300 companies | 500-1,000 companies | 5,000 |

Benchmarks

| Metric | Good | Average | Poor | |--------|------|---------|------| | CTR (Sponsored Content) | >0.8% | 0.4-0.8% | 3% | 1-3% | $10 | | CPM | $60 | | Cost per Lead (Lead Gen) | $150 | | Lead Gen Form completion | >15% | 10-15% | 25% | 15-25% | 0.5% | 0.3-0.5% | carousel for awareness (simpler, higher CTR)

• Document ads for lead gen (native PDF viewer, no landing page needed)
• Video with captions (85% of LinkedIn video watched without sound)
• Refresh creative every 4-6 weeks (frequency fatigue sets in fast)

Targeting

• Start broad, then narrow based on performance data
• Layer max 2-3 targeting dimensions (avoid over-segmentation)
• Use exclusions aggressively (exclude converted leads, competitors)
• ABM: combine company list + seniority for precision

Lead Gen Forms

• Max 3-4 fields (pre-filled from profile = high completion)
• Include a thank-you page with next step
• Integrate with CRM (Zapier, native, or API) for instant follow-up
• Speed-to-lead matters: contact within 5 minutes = 9x higher connect rate

Integration with Other Skills

• google-ads — Cross-platform campaign comparison
• facebook-ads — Meta vs LinkedIn targeting overlap analysis
• account-structure-review — Multi-platform structural audit
• wasted-spend-finder — Identify wasted LinkedIn spend
• copywriting-frameworks — Apply PAS/AIDA to LinkedIn ad copy

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: thatrebeccarae
• Source: thatrebeccarae/claude-marketing
• License: MIT

Install and usage instructions live in the source repository linked above.