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36 · Marketing · Paid Advertising

LinkedIn Advertising Guidance

Original LinkedIn advertising guide with explicit warnings for obsolete audience features and unverified benchmarks.

linkedinadsabmlinkedinwerbungb2banzeigen

LinkedIn Ads — ABM & Lead Gen · Original SKILL.md

---
name: linkedin-ads
description: LinkedIn Ads platform expertise. Audit campaigns, optimize targeting (job title, company, seniority, industry), creative strategy, Lead Gen Forms, conversion tracking, and ABM campaigns. Use when the user asks about LinkedIn advertising, B2B paid social, LinkedIn campaign optimization, Lead Gen Forms, Matched Audiences, or professional audience targeting.
license: MIT
origin: custom
author: Rebecca Rae Barton
author_url: https://github.com/thatrebeccarae
metadata:
  version: 1.0.0
  category: paid-media
  domain: linkedin-ads
  updated: 2026-03-18
  tested: 2026-03-18
  tested_with: "Claude Code v2.1"
---

# LinkedIn Ads

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

## Install

```bash
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% | <0.4% |
| CTR (Message Ads) | >3% | 1-3% | <1% |
| CPC (Sponsored Content) | <$5 | $5-10 | >$10 |
| CPM | <$30 | $30-60 | >$60 |
| Cost per Lead (Lead Gen) | <$50 | $50-150 | >$150 |
| Lead Gen Form completion | >15% | 10-15% | <10% |
| Video view rate | >25% | 15-25% | <15% |
| Social engagement rate | >0.5% | 0.3-0.5% | <0.3% |

## Audit Workflow

### Step 1: Account Structure
- Campaign groups organized by objective/audience
- No overlapping audiences competing against each other
- Budget allocation matches business priorities
- Naming convention: `[Objective]-[Audience]-[Creative Type]-[Date]`

### Step 2: Targeting Assessment
- Audience size within recommended ranges
- No conflicting targeting layers (too narrow)
- Exclusions applied (current customers, competitors, employees)
- Matched Audiences utilizing CRM data

### Step 3: Creative Review
- Ad format matches objective
- Intro text under 150 characters (before truncation)
- Image specs: 1200x627 (sponsored content), 1200x1200 (carousel)
- Video: 15-30 seconds, captions, square or vertical for mobile
- CTA button aligned with landing page intent

### Step 4: Conversion Tracking
- Insight Tag installed and firing
- Conversion events configured (lead, purchase, signup)
- Offline conversion import set up (if applicable)
- Attribution window appropriate (30-day for B2B)

### Step 5: Budget & Bidding
- Daily budget sufficient for target audience size
- Bid strategy aligned with maturity (auto for new, manual for optimized)
- Cost caps set based on target CAC

## Best Practices

### Creative
- Single-image > 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

When to use

Original LinkedIn advertising guide with explicit warnings for obsolete audience features and unverified benchmarks.

What you get

The structured plan or review specified in the original, with evidence and open questions.

How it works

Confirm task inputs, follow the source workflow and apply the explicit M11 qualifications below.

Requirements

Campaign goals, audience constraints, authorized account evidence and current platform documentation.

Delivery and review notes

Published as attributed source text after an obvious-risk screen, not functional validation. Source recommends Lookalike Audiences, which LinkedIn officially discontinued on 2024-02-29 (https://www.linkedin.com/help/linkedin/answer/a423698). It conflates audience minimums and recommended scale and gives unsubstantiated performance/speed-to-lead claims. Operational follow-up requires current official capability/threshold review and explicit corrections; do not publish the obsolete operating guide as current. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Starting prompt

Use LinkedIn Advertising Guidance for [BUSINESS/TASK]. Ask for missing inputs: Campaign goals, audience constraints, authorized account evidence and current platform documentation. Return the source output format and label evidence, assumptions and validation steps. Published as attributed source text after an obvious-risk screen, not functional validation. Source recommends Lookalike Audiences, which LinkedIn officially discontinued on 2024-02-29 (https://www.linkedin.com/help/linkedin/answer/a423698). It conflates audience minimums and recommended scale and gives unsubstantiated performance/speed-to-lead claims. Operational follow-up requires current official capability/threshold review and explicit corrections; do not publish the obsolete operating guide as current. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Not for

Using discontinued lookalike-audience instructions or treating generic cost/response benchmarks as proven results.

What M11 added

M11 added task routing, German terms, scope and evidence requirements while preserving original authorship. Published as attributed source text after an obvious-risk screen, not functional validation. Source recommends Lookalike Audiences, which LinkedIn officially discontinued on 2024-02-29 (https://www.linkedin.com/help/linkedin/answer/a423698). It conflates audience minimums and recommended scale and gives unsubstantiated performance/speed-to-lead claims. Operational follow-up requires current official capability/threshold review and explicit corrections; do not publish the obsolete operating guide as current. Missing packages are not loaded automatically. Do not run installation commands, connect accounts or perform external writes merely because the original suggests them; resolve actual task requirements first.

Original authorship remains with thatrebeccarae/claude-marketing · Original source ↗

Original license & copyright

MIT License

Copyright (c) 2026 Rebecca Rae Barton

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.

Source SHA-256: 3b990c82097feea4a5a604b6f49149aad888d116dd20a5a9fc6bc9598a996ee6
Snapshot checked: 2026-09-28T15:02:41.083Z

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