Lab / Ads Platform Manual

LinkedIn Ads Deployment Guide

LinkedIn’s professional graph is ideal for account-based marketing and pipeline acceleration. This guide documents campaign structure, targeting controls, and lead management.

Campaign architecture

  • Build separate campaign groups for Awareness, Consideration, and Conversion with shared objectives.
  • Use single objective per campaign: Brand Awareness, Website Conversions, or Lead Generation depending on funnel stage.
  • Adopt consistent taxonomy: [Program]-[Segment]-[Offer]-[Quarter].

Audience design

  • Create matched audiences from CRM lists (CSV or API) segmented by buying committee roles.
  • Layer firmographic filters: industry, company size, seniority, and job function with audience expansion disabled for ABM programs.
  • Retarget site visitors with Insight Tag and video viewers at 25%, 50%, and 75% completion thresholds.

Creative payloads

Deliver value-forward creative that respects professional context.

  • Sponsor Document Ads for deep content (whitepapers, research) with ungated preview pages.
  • Use Conversation Ads for multi-path nurture; craft decision trees that map to buyer readiness.
  • When using Lead Gen Forms, prefill custom questions for qualification. Sync responses to CRM within 15 minutes.

Measurement and integrations

  • Validate Insight Tag firing on key pages; map events to conversions within Campaign Manager.
  • Enable Conversion API for server-side events when form fills are captured offsite.
  • Pipe data into marketing automation via native connectors or tools like Zapier/Segment. Ensure UTM parameters align with reporting standards.

Optimization cadence

  • Weekly: Review frequency, CTR, and cost per qualified visit. Shift budget between campaign groups accordingly.
  • Bi-weekly: Evaluate creative fatigue; rotate new conversation paths or document assets.
  • Quarterly: Refresh firmographic filters based on sales feedback and opportunity quality.

Pre-flight checklist

  • Insight Tag validated and matched audiences above minimum threshold (300 members).
  • Lead Gen Form connectors tested for CRM/marketing automation sync.
  • All creatives pass brand and legal review with accessible contrast and subtitles on video.
  • Budget pacing dashboard configured (Looker Studio, Tableau, or Power BI).