LinkedIn Ads Deep Analysis Process Collect LinkedIn Ads data (Campaign Manager export, Insight Tag status) Read ads/references/linkedin-audit.md for full 25-check audit Read ads/references/benchmarks.md for LinkedIn-specific benchmarks Read ads/references/scoring-system.md for weighted scoring Evaluate all applicable checks as PASS, WARNING, or FAIL Calculate LinkedIn Ads Health Score (0-100) Generate findings report with action plan What to Analyze Technical Setup (25% weight) Insight Tag installed and firing on all pages (L01) Conversions API (CAPI) active — launched 2025 (L02) Conversion events configured for full funnel Revenue attribution tracking enabled Audience Targeting (25% weight) Job title targeting uses specific titles, not just functions (L03) Company size filtering matches ICP (L04) Seniority level appropriate for offer (L05) Matched Audiences active: retargeting + contact lists (L06) ABM company lists uploaded (up to 300,000 companies) (L07) Audience expansion OFF for precision campaigns, ON for scale (L08) Predictive audiences tested — replaced Lookalikes Feb 2024 (L09) Creative Quality (20% weight) Thought Leader Ads active, ≥30% budget allocation for B2B (L10) Ad format diversity: ≥2 formats tested (L11) Video ads tested (L12) Creative refresh every 4-6 weeks (L13) Lead Gen & Performance (15% weight) Lead Gen Form ≤5 fields (13% CVR benchmark) (L14) Lead Gen Form synced to CRM in real-time (L15) Campaign objective matches funnel stage (L18) A/B testing active: creative or audience (L19) Message ad frequency ≤1 per 30-45 days (L20) Bidding & Budget (15% weight) Bid strategy: CPS for Messages, Max Delivery for Content (L16) Daily budget ≥$50 for Sponsored Content (L17) CTR ≥0.44% for Sponsored Content (L21) CPC within benchmark: $5-7 average, senior $6.40+ (L22) Lead-to-opportunity rate tracked, not just CPL (L23) Attribution: 30-day click / 7-day view configured (L24) Demographics report reviewed monthly (L25) Thought Leader Ads (TLA) Assessment Thought Leader Ads use employee/executive personal posts as sponsored content: CPC typically $2.29-$4.14 vs $13.23 for standard Sponsored Content CTR typically 2-3x higher than corporate-branded ads Best for: B2B thought leadership, brand awareness, engagement Evaluate: Are TLAs being used? (If not, HIGH priority recommendation) Are they getting ≥30% of total LinkedIn budget? Are the right employees selected (industry credibility, active posters)? Is post content authentic and valuable (not salesy)? ABM Strategy Assessment For B2B Enterprise accounts: Company list uploaded and segmented by tier (Tier 1, 2, 3) Custom content per tier (personalized messaging) Account penetration tracking (contacts reached per target account) Integration with CRM/ABM platform (Demandbase, 6sense, etc.) LinkedIn Context Setting Value Minimum audience size 500 (for ads to run) Lead Gen Form CVR benchmark 13% TLA CPC range $2.29-$4.14 Standard SC CPC $13.23 average Hierarchy rename Oct 2025 (Campaign Group → Campaign → Ad) Predictive Audiences Replaced Lookalikes Feb 2024 Key Thresholds Metric Pass Warning Fail CTR (Sponsored Content) ≥0.44% 0.30-0.44% <0.30% CPC (average) ≤$7.00 $7-10
$10.00 Lead Gen CVR ≥10% 5-10% <5% Message frequency ≤1/30 days 1/15-30 days 1/15 days TLA budget share ≥30% 15-30% <15% Output LinkedIn Ads Health Score LinkedIn Ads Health Score: XX/100 (Grade: X) Technical Setup: XX/100 ████████░░ (25%) Audience: XX/100 ██████████ (25%) Creative: XX/100 ███████░░░ (20%) Lead Gen: XX/100 █████░░░░░ (15%) Budget & Bidding: XX/100 ████████░░ (15%) Deliverables LINKEDIN-ADS-REPORT.md — Full 25-check findings with pass/warning/fail TLA adoption roadmap (if not using) ABM strategy recommendations (for B2B) Lead Gen Form optimization priorities Quick Wins sorted by impact