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linkedin-ads

When the user wants to set up, optimize, or manage LinkedIn Ads. Also use when the user mentions "LinkedIn Ads," "LinkedIn Campaign Manager," "Sponsored…

INSTALLATION
npx skills add https://github.com/kostja94/marketing-skills --skill linkedin-ads
Run in your project or agent environment. Adjust flags if your CLI version differs.

SKILL.md

$28

Level

Role

Campaign group

Groups related programs; shared status and budgets (optional).

Campaign

Marketing objective; budget/scheduling as configured.

Ad set

Accelerate or Classic; audience, placements, format, budget, schedule, bid; conversion/URL params. Compare types

Ads

Creative; multiple ads per ad set for A/B.

Billing model: Objective-based pricing — billed on the action tied to the objective (e.g. clicks for traffic-oriented objectives). Pricing overview

Budget pacing: Auction-based; on daily budgets, spend on a day may exceed the daily number by a margin; pacing smooths so 7-day spend does not exceed about 7× daily (per LinkedIn’s public budget article—always confirm the latest text). Budgets and pacing

Minimum spend: There is no one global fixed minimum across all cases; very low daily/lifetime budgets are often rejected in UI. A common practical floor cited in the industry is on the order of ~$10 USD/day per ad set (not a platform guarantee). Use Campaign Manager as source of truth.

Marketing objectives (funnel, abbreviated)

Funnel

Example objectives (names evolve—pick in UI)

Typical use

Awareness

Brand awareness

Broad reach

Consideration

Website visits, Engagement, Video views

Traffic, company/page engagement, video

Conversion

Lead generation, Website conversions

Leads, Lead Gen Forms, on-site events

Talent

Job applicants, Talent leads (where eligible)

Hiring

Full list: Marketing objectives

Ad formats and placements (high level)

Ads Guide (authoritative for specs)

Sponsored Content (feed and related)

Aligns with organic shapes in linkedin-posts (image, video, document, etc.) as paid delivery:

  • Single image, video, carousel (carousel ad cards often 2–10 in guide) · Document (PDF/DOC/PPT-style; large page/file limits in guide)
  • Event ads (promote a LinkedIn Event) · Job ads (boost an existing job post)
  • Thought Leader ads: amplify qualified members’ posts (eligibility rules in Ads Guide)
  • Article and Newsletter ads: promote in-platform long-form/series
  • CTV (Connected TV): in-stream reach-oriented video with LinkedIn targeting; not a feed click campaign by default
  • Placements can include LinkedIn Audience Network (LAN)—third-party app/site inventory. Toggle/availability is in the ad set. LAN (help)

Lead Gen Forms

  • Native forms on ads; profile pre-fill; typically ~12 fields and ~3 custom questions at most (verify current product)
  • Minimize fields for higher completion; sync to CRM/Marketing automation

Sponsored Messaging (inbox)

Type

Notes

Message Ads

One focused message + CTA; body often ~1,500 characters in product docs (check Ads Guide)

Conversation Ads

Branching buttons; long body allowance (often ~8,000 characters in docs); up to ~5 CTA buttons (check guide)

Text and Dynamic Ads

  • Dynamic / Follower / Spotlight variants: personalized right-rail; see Ads Guide

Tracking

Targeting strengths

Signal

Use

Job title, function, seniority

ICP and committees

Company

Industry, size, name lists (ABM)

Skills, interests, groups

Technical or topical

Matched Audiences

Contact/company lists, retargeting (Insight Tag)

Exclusions, expansion

Audience expansion (when offered)—broaden carefully

Lookalike audiences: As of current LinkedIn public documentation, Lookalike is not the default expansion path; it has been deprecated/removed in many accounts—rely on first-party lists, Matched Audiences, and exclusion/expansion options shown in the UI. See Target audience size / practices and the live Campaign Manager for your tenant.

Principle: LinkedIn is expensive; start narrow, high-intent; then scale with measured expansion.

Audience size: A common operational band mentioned in industry is hundreds+ in targetable size; the UI will warn if the audience is too small—follow it.

Creative best practices

  • Professional tone; align Sponsored copy with your Page and organic voice (linkedin-posts)
  • Headline + first line clear value; match landing experience
  • Lead Gen Forms: fewer fields; clear next step for SDRs
  • Document ads: gating a PDF/deck; pair with a strong CTA
  • Creative limits: e.g. image ~5MB and ~1200×627 in many specs—always take from Ads Guide for the format you use

Benchmark costs (illustrative, not guaranteed)

  • LinkedIn is typically higher CPC/CPM than Meta and Google in comparable B2B use cases. Third-party ranges (USD, very rough) often cite e.g. CPC ~$5–8 as a ballpark middle; real costs swing with audience, CTR, quality, and season. Never use these as a commitment—use in-account reporting. Why pricing varies
  • CTR for feed is often well under ~1% in reported benchmarks; optimize creative and ICP, not the benchmark alone

Bidding (short)

  • Start with strategies appropriate to the objective; move to automated/goal-based when enough weekly conversions exist for the system to learn
  • Manual caps help when volume is too low to automate

Pre-launch checklist

  • Insight Tag (if site conversions/retargeting) · Lead routing to CRM if using LGF
  • Page and billing ready; naming at group/campaign/ad set level
  • Objective and ad set type (Accelerate vs Classic) set intentionally
  • Audience defined; exclusions for existing customers (where needed)
  • Creatives meet policy; UTMs for non-LGF web flows
  • Budget realistic for the account’s CPM/CPC; pacing understood

Related Skills

  • linkedin-posts: Organic formats and copy; align Sponsored with same patterns
  • paid-ads-strategy: Channel mix; B2B vs B2C; budget allocation
  • landing-page-generator: Web LPs for non–Lead Gen Form flows
  • analytics-tracking: Attribution, ROAS, pipeline

Official link index

Topic

URL

Ads Guide (formats)

https://business.linkedin.com/advertise/ads/ads-guide

Pricing and auction

https://business.linkedin.com/advertise/ads/pricing

Create campaigns

https://www.linkedin.com/help/lms/answer/a9509136

Objectives

https://www.linkedin.com/help/lms/answer/a424570

Placements (Text ads, etc.)

https://www.linkedin.com/help/lms/answer/a417880

Targeting options

https://www.linkedin.com/help/lms/answer/a424655

LMS help home

https://www.linkedin.com/help/lms

Get started (what you need)

https://business.linkedin.com/advertise/ads/best-practices/what-you-need-to-get-started

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