LinkedIn Ads Audit

Learn how to get the most out of
your LinkedIn Advertising

Linkedin Ads Audit

Get a FREE Written Audit or a Live Screen Share Audit

Review your account set up and make specific recommendations to improve ROI.
Highlight the areas with the most potential for improvements, and list any areas already set up well. 
A data-driven approach to back up recommendations with your account data wherever possible.

Data Report

As part of the audit, we create a live report of your LinkedIn Ads account with an interactive calendar. The data is pulled from LinkedIn Ads automatically during each day.  

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Written Report

We create a written or live screen share audit of your LinkedIn Ads account as part of the audit.
We use screenshots or videos to run through the key areas of improvement

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Linkedin Ads Audit

Goals and Objectives

The LinkedIn Ads audit comprises a live screen share, a written report, and a live report of your LinkedIn Ads.

a) Comprehensive Report – Account Summary & Detailed Report of Your LinkedIn Ads Account. This report presents performance metrics and dimensions in a visually appealing and easy-to-comprehend format. It automatically updates each day with current data pulled from LinkedIn.

b) Live Screen Share Audit Review: We conduct a thorough account review and then schedule a screen share session to explain our recommendations. During this session, we delve into each aspect of your account, providing specific recommendations based on your data.

c) Written Audit –
Best Practices and Specific Recommendations to Enhance Your LinkedIn Ads Account. Each recommendation area includes explanatory text that defines the particular aspect before discussing its relevance to your precise business context. Additionally, we include relevant links within each section, directing you to more detailed information provided in corresponding blog posts.

d) Q&A:
We conclude by addressing any questions you may have during the audit review.

Assess the alignment of your LinkedIn account setup with your website objectives and business offerings.

Our comprehensive review encompasses an evaluation of both the strengths and weaknesses of your current LinkedIn Ads setup. We assess the effectiveness of your strategy and tactics based on your target market, industry, and budget.

The review will identify immediate opportunities for quick wins, as well as medium-term improvements that can enhance your return on investment (ROI).

By leveraging measurement capabilities with LinkedIn Ads, we can assess the success of your LinkedIn Ads campaigns, identify areas for improvement, and optimise strategies to achieve your advertising objectives.

1. Performance Metrics:
LinkedIn offers a range of performance metrics to assess the effectiveness of your ad campaigns. These include impressions (the number of times your ad is shown), clicks (the number of times users interact with your ad), click-through rate (CTR), engagement rate, conversion rate, and more. These metrics provide insights into how your ads are performing and allow you to optimise your campaigns accordingly.

2. Conversion Tracking:
LinkedIn Ads allows you to set up conversion tracking to measure specific actions taken by users after clicking on your ads. You can define conversions based on desired actions such as form submissions, purchases, downloads, or any other measurable goal. By tracking conversions, you can evaluate the effectiveness of your campaigns in driving desired outcomes and adjust your strategies accordingly.

3. Audience Insights:
LinkedIn provides audience insights to help you understand the demographics, professional attributes, and interests of the users who engage with your ads. This information can help you refine your targeting strategies and tailor your messaging to better resonate with your target audience.

4. A/B Testing:
LinkedIn Ads allows you to run A/B tests to compare different variations of your ads, targeting, or bidding strategies. By testing different elements, you can determine what resonates best with your audience and optimise your campaigns for better results.

5. Integration with Third-Party Tools:
LinkedIn Ads can be integrated with various third-party analytics and tracking tools, such as Google Analytics, to gain deeper insights into the impact of your campaigns across multiple platforms and channels.


LinkedIn is an advanced advertising system with a multitude of features and data points. To prioritise the audit, we work top-down, focusing on the most impactful areas for reducing costs or increasing leads and sales.

Our approach involves a thorough evaluation of your LinkedIn Ads account, emphasising the areas with the greatest potential for cost reduction and generating higher conversions. We carefully examine various factors such as targeting strategies, ad formats, bidding strategies, and campaign settings to identify opportunities for improvement.

Our recommendations aim to polish and refine your advertising efforts, optimising your campaigns for better cost efficiency and maximising your return on investment. Furthermore, we expand upon our findings by providing actionable insights and strategies that can help you utilise the full potential of LinkedIn’s advertising system, ensuring that you achieve your desired business outcomes.

We examine the level of reporting capabilities within your LinkedIn Ads account, including pre-saved templates and the utilisation of third-party reporting tools.

Our audit evaluates the current reporting functionalities available in your LinkedIn Ads account. We assess the effectiveness of pre-saved templates for generating reports and explore the potential integration of third-party reporting tools to enhance your reporting capabilities.

Our recommendations aim to polish and refine your reporting processes, improving the efficiency and accuracy of data analysis. Additionally, we explore opportunities to expand your reporting capabilities by leveraging advanced reporting tools, enabling you to gain deeper insights and make data-driven decisions with greater confidence.

Campaign Settings

Linkedin Ads Audit

Implementing consistent and easily understandable campaign naming conventions facilitates effective campaign management, reporting, and future optimisations.

Campaigns can be named based on campaign objectives, ad formats, and target audiences. For example, campaign objectives can include Lead Ads, Video Views, Website Conversions, etc. This naming approach helps prevent audience overlap between campaigns targeting the same individuals across multiple audience segments.

It is important to ensure that campaigns are named and organised according to their objectives and targeting options. This organisational strategy enhances clarity and streamlines the management of campaigns, allowing for better tracking and analysis of their performance.

By adopting a systematic and clear naming convention, businesses can efficiently track and analyse the success of their campaigns, identify areas for improvement, and make informed optimisations to drive better results. This approach enables easier campaign management, and effective reporting, and facilitates future optimisations by providing a clear understanding of the purpose and audience of each campaign.

The LinkedIn Ads campaign end date refers to the date when a specific advertising campaign on LinkedIn is scheduled to conclude or stop running. It signifies the designated timeframe during which the campaign will be active and displayed to the target audience.

Setting an end date for a campaign allows advertisers to manage the duration of their advertising efforts and effectively control their budget. By defining a specific end date, advertisers can ensure that their campaigns align with promotional periods, product launches, or other marketing initiatives.

Once the campaign end date is reached, the ads associated with the campaign will no longer be served to the LinkedIn audience. It is important to monitor campaign performance leading up to the end date and make any necessary adjustments or optimisations based on the desired outcomes.

Having a campaign end date also enables advertisers to evaluate the effectiveness of their campaigns within a specific timeframe. They can assess key metrics such as impressions, clicks, conversions, and return on investment (ROI) to determine the success and impact of their advertising efforts.

In summary, the campaign end date in LinkedIn Ads indicates the planned duration of a campaign, allowing advertisers to manage their ad visibility, budget, and measure campaign performance within a defined timeframe.

Ad scheduling enables you to display ads at specific times of the day, providing the opportunity to optimise ad delivery based on your target audience’s behaviour.

It is important to assess whether ad scheduling is currently used, and if so, how effectively it is applied across all campaigns. Evaluating the effectiveness of ad scheduling involves analysing the performance metrics and conversions during different time periods. This assessment helps determine if there are specific hours of the day when your ads perform exceptionally well or if there are underperforming periods that could benefit from adjustment.

By evaluating your account’s performance and considering the nature of your target audience, you can determine if your account would benefit from running ads at different hours of the day. This analysis may reveal opportunities to align your ad delivery with peak user activity or specific periods when your audience is most receptive to your messaging.

Implementing effective ad scheduling strategies can enhance the performance and efficiency of your campaigns, ensuring that your ads are displayed during the most impactful times and increasing the likelihood of capturing your audience’s attention and driving desired actions.

LinkedIn Ads campaign objectives are created for specific conversion events at different stages of the purchase funnel, enabling businesses to effectively reach their audience and drive desired actions.

At the top of the funnel, awareness objectives are utilised to expand reach and introduce your brand to a wider audience. Consideration objectives are used to engage users who are already aware of your brand and encourage them to explore your offerings further. Conversion objectives are focused on driving specific actions such as purchases, sign-ups, or downloads.

When evaluating campaign objectives, it is important to assess whether they align with the overall goals of the account. Ensuring that the chosen objectives support the desired outcomes will help in achieving the intended results.

Creating a full sales funnel on LinkedIn involves mapping out campaigns that cover each stage of the purchase journey. This allows for a comprehensive approach to nurturing prospects from initial awareness to conversion. Evaluating whether a complete sales funnel has been established on LinkedIn is crucial to ensuring a cohesive and effective advertising strategy.

Additionally, testing different audiences at various stages of the purchase funnel can provide valuable insights into their responsiveness and engagement. By experimenting with audience targeting at different funnel stages, businesses can tailor their messaging and optimise campaign performance.

By assessing the alignment of campaign objectives with account goals, establishing a full sales funnel, and exploring audience testing across funnel stages, businesses can enhance their LinkedIn advertising strategy, better engage their target audience, and drive conversions more effectively.

Bidding Strategy & Optimisation Events

Linkedin Ads Audit

To enhance campaign performance, it is essential to establish a primary goal for each campaign, such as cost per lead, cost per website conversion, or cost per video view. This allows for clear objectives and better evaluation of the current bidding and budget strategy.

Reviewing the current bidding and budget strategy against the primary goal is crucial. It helps ensure that the allocated budget and bidding tactics are aligned with the desired outcomes. This evaluation enables businesses to optimise their bidding strategies and allocate budgets effectively to maximise the return on investment.

By assessing the alignment between the primary goal and the bidding and budget strategy, businesses can identify areas for improvement and make necessary adjustments. This includes evaluating whether the bidding strategy is driving the desired cost per action and if the allocated budget is sufficient to achieve the primary goal.

Regularly reviewing and refining the bidding and budget strategy in line with campaign goals helps businesses optimise their ad spend, improve cost efficiency, and achieve better results. It enables them to focus their resources on the most effective tactics to drive the desired conversions or engagements within their allocated budget.

By establishing clear campaign goals, regularly reviewing the bidding and budget strategy, and making informed adjustments, businesses can enhance the performance of their LinkedIn Ads campaigns and achieve their advertising objectives more effectively.

  • Do the best-performing campaigns have a high enough budget to meet your goals?
  • If the budget is maxed out, what effects could be achieved by lowering your bids such as reducing your cost per impression (or cost per click) – to get more leads or sales for your ad spend?
  • Are any campaigns below its CPA (Cost Per Acquisition objective), and how much could they increase the budget?
  • Is the campaign budget adequate? 
  • Is the campaign consistently depleting its budget?

Using LinkedIn Ads, audience sizes refer to the estimated number of users who meet the selected targeting criteria for your ad campaign. It provides you with an estimate of the potential reach your campaign can have within the chosen audience parameters. Here’s an explanation of using LinkedIn Ads audience sizes:

1. Audience Definition: When you set up your LinkedIn Ads campaign, you define various targeting parameters such as location, job title, industry, company size, and more. Based on these parameters, LinkedIn calculates the estimated audience size, which represents the number of LinkedIn users who fit the selected criteria.

2. Relevance and Reach: The audience size estimation helps you understand the potential reach of your campaign. It gives you an idea of the number of users who may see your ads and engage with your content based on the specified targeting criteria. It’s important to strike a balance between reaching a large audience and maintaining relevance to ensure your ads are seen by the right people.

3. Audience Size Adjustments: As you refine your targeting criteria, such as narrowing down the geographic location or adding more specific job titles, the estimated audience size will change accordingly. These adjustments allow you to tailor your campaign to a more specific audience or expand your reach based on your goals.

4. Targeting Optimisation: The audience size estimation helps you make informed decisions about your targeting strategy. You can assess the potential impact of your targeting parameters and adjust them to ensure your campaign reaches a sufficient and relevant audience.

5. Budget Considerations: The estimated audience size is also valuable for budget planning. It gives you an indication of the number of users you can potentially reach with your allocated budget. A larger audience size may require a higher budget to achieve the desired campaign goals.

It’s important to note that the estimated audience size provided by LinkedIn is an approximation and can vary based on the availability of data and the specific targeting options chosen. It is always recommended to monitor the performance of your campaigns and make adjustments as needed to optimise reach, engagement, and conversions.

By using LinkedIn Ads audience sizes, businesses can gain insights into the potential reach of their campaigns and make informed decisions when it comes to targeting and budget allocation. This helps in creating effective and impactful ad campaigns on the LinkedIn platform.

The optimisation event is the action you consider most valuable for each campaign type. It represents the outcome that our system bids on in the ad auction and may differ from your campaign objective.

This chosen action serves as a measure of how effectively your bid strategy aligns with your goals, based on your current optimisation criteria. It allows you to evaluate the performance of your campaign in terms of driving the desired actions or outcomes.

By identifying and defining the optimal event for each campaign, you can better assess the effectiveness of your bid strategy and make informed adjustments as necessary. This helps ensure that your bids are optimised to achieve the desired results and maximise the return on your advertising investment.

Regularly monitoring the optimisation event and evaluating its alignment with your campaign objectives enables you to fine-tune your bidding strategy and make necessary refinements. It allows you to focus your efforts on bidding strategies that drive the most valuable actions and optimise your campaigns accordingly.

By considering the optimisation event and its relationship to your campaign goals, you can improve the efficiency and effectiveness of your bid strategy, resulting in better overall campaign performance and outcomes.

The billing event in LinkedIn Ads refers to the action that triggers a charge on your advertising account. It is the specific event that determines when you are billed for your ad campaigns on LinkedIn.

The billing event depends on the bidding strategy you choose and the type of campaign you run. Here are a few common billing events in LinkedIn Ads:

1. Cost per Click (CPC):
If you choose the CPC bidding strategy, you will be billed when someone clicks on your ad. Each click on your ad will incur a charge, and you will only pay for the actual clicks received.

2. Cost per Impression (CPM): With the CPM bidding strategy, you are charged based on the number of impressions your ad receives. An impression is counted each time your ad is shown to a user, regardless of whether they interact with it or not.

3. Cost per Send (CPS):
This billing event is specific to Sponsored InMail campaigns. With CPS, you are charged for each Sponsored InMail message that is successfully sent to a member’s LinkedIn inbox.

4. Cost per View (CPV):
CPV is a billing event associated with video ads on LinkedIn. You are billed when a user views a certain portion of your video ad, typically defined as a specific duration or percentage of the video watched.

The specific billing event for your campaign will depend on your bidding strategy and the campaign objectives you have set. It’s important to review your billing details and monitor your campaign’s performance to ensure accurate billing and track your ad spend effectively.

LinkedIn provides detailed billing information and reports to help you understand your advertising costs, track your spending, and manage your budget efficiently. By regularly monitoring your billing event and related costs, you can ensure transparency and control over your ad expenses on LinkedIn Ads.

The goal of optimisation for ad delivery is to efficiently achieve as many of the desired results as possible. LinkedIn aims to display your ad to individuals within your target audience who are likely to generate the desired optimisation event, such as converting into a lead on your website.

LinkedIn’s ad delivery system determines the audience, timing, and placement of your ads. It leverages algorithms and data to identify users who are most likely to engage with your ads and take the desired actions. This optimisation process helps maximise the effectiveness and efficiency of your ad campaigns.

By utilising LinkedIn’s ad delivery system, you can increase the likelihood of reaching your target audience and driving the desired optimisation events. The system considers factors such as user behaviour, demographics, and interests to deliver your ads to the most relevant and engaged users.

Regular auditing and monitoring of your LinkedIn ads help assess the effectiveness of the ad delivery system. It enables you to evaluate how well your ads are reaching the intended audience, whether the timing is optimal, and if the ad placements are generating the desired results.

By leveraging the optimisation capabilities of LinkedIn’s ad delivery system, continuously monitoring performance, and making necessary adjustments, you can enhance the efficiency and effectiveness of your ad campaigns, ultimately driving better outcomes and achieving your advertising goals.

LinkedIn Ads offers various bidding strategies to help businesses optimise their ad campaigns. Here are some key bidding strategies available on the platform:

1. Cost per Click (CPC):
With this bidding strategy, you set the maximum amount you’re willing to pay for each click on your ad. You are charged only when someone clicks on your ad. This strategy is suitable when the primary goal is to drive traffic to your website or landing page.

2. Cost per Impression (CPM): CPM bidding allows you to set the maximum amount you’re willing to pay for every 1,000 impressions of your ad. This strategy is ideal for campaigns focused on increasing brand awareness or reaching a larger audience.

3. Automated Bidding:
LinkedIn offers automated bidding options, such as Enhanced CPC (eCPC) and Target Cost bidding. These strategies use machine learning algorithms to optimise your bids based on the likelihood of achieving your campaign goals. Automated bidding is designed to maximise your results while maintaining efficiency.

4. Maximum Bid:
With this strategy, you manually set the maximum amount you’re willing to pay for an ad interaction (click or impression). LinkedIn will aim to deliver your ad at the lowest possible cost within your specified maximum bid.

5. Conversion Optimised Bidding: This strategy focuses on optimising your bids to drive specific conversion events, such as website conversions or lead generation. LinkedIn’s conversion tracking allows you to set specific goals, and the bidding algorithm adjusts bids to maximise those conversions.

When selecting a bidding strategy, it is important to consider your campaign objectives, budget, and desired outcomes. Testing different bidding strategies and monitoring their performance can help identify the most effective approach for your specific goals.

It’s worth noting that bidding strategies may vary based on campaign objectives, audience targeting options, and available ad formats. Regularly evaluating and adjusting your bidding strategy based on campaign performance and goals can help optimise your ad spend and improve the overall effectiveness of your LinkedIn Ads campaigns.

Campaign Targeting

Linkedin Ads Audit

Audience targeting is the ability to show ads to specific groups of people on LinkedIn and across the internet via the LinkedIn Audience Network. An audience is based on their membership profiles.

While it’s ok to have a highly targeted ad with a small audience size, in order to scale your advertising will need to also use larger audiences.

  • Do you have campaigns with ads target a large enough audience size?
  • Is hyper-targeting an issue (e.g. too small audiences)?
  • Is overlapping audiences a problem?
  • Can audiences with high percentages of the same people be combined into larger audiences to avoid competing against yourself? 

LinkedIn Ads provides several audience targeting options to help businesses reach their desired audience effectively. Here’s an explanation of LinkedIn Ads audience targeting:

1. Demographic Targeting:
You can target LinkedIn users based on demographic criteria such as age, gender, location, language, and company size. This allows you to refine your audience based on specific characteristics relevant to your campaign.

2. Job Title and Function Targeting:
LinkedIn’s professional focus allows you to target users based on their job title, job function, industry, and seniority level. This targeting option is particularly valuable for B2B marketing and reaching professionals in specific roles or industries.

3. Interest and Behaviour Targeting:
LinkedIn allows you to target users based on their professional interests, the groups they belong to, and their engagement with specific content. This targeting option helps you connect with users who have demonstrated an interest in relevant topics or industries.

4. Company Targeting:
You can target users based on the company they work for, including specific companies or company categories. This targeting is beneficial for B2B campaigns, enabling you to reach decision-makers and professionals within specific organisations.

5. Education Targeting:
LinkedIn provides the option to target users based on their educational background, including fields of study, degrees obtained, and educational institutions. This targeting can be useful for campaigns targeting professionals with specific educational qualifications or backgrounds.

6. Audience Expansion:
LinkedIn’s Audience Expansion feature allows you to reach a larger audience beyond your defined targeting criteria. This helps increase the potential reach of your campaigns while maintaining relevance to your target audience.

By combining and refining these targeting options, businesses can create highly tailored campaigns that reach their desired audience on LinkedIn. It’s important to regularly review and adjust your audience targeting to ensure optimal campaign performance and reach the most relevant audience for your marketing goals.

Matched Audiences on LinkedIn Ads is a feature that allows advertisers to target their ads to specific groups of LinkedIn users based on their own first-party data. It enables you to create more personalised and tailored campaigns by reaching individuals who have already interacted with your brand or who closely resemble your ideal target audience. Here’s how the key components of Matched Audiences work:

1. Website Retargeting:
With Website Retargeting, you can retarget ads to LinkedIn members who have visited your website. By placing a LinkedIn Insight Tag on your website, you can track these visitors and deliver relevant ads to them on LinkedIn. This helps to remind and engage potential customers who have shown interest in your brand.

2. Account Targeting:
Account targeting allows you to target specific companies or organisations by uploading a list of their names or account IDs. This feature is particularly useful for B2B advertisers who want to focus their efforts on key accounts or a defined set of companies that align with their target market.

3. Contact Targeting:
Contact Targeting enables you to upload a list of email addresses, allowing you to target LinkedIn members associated with those email addresses. This can include your existing customers, prospects, or leads, allowing you to deliver personalised messages to specific individuals.

4. Lookalike Audiences: Lookalike Audiences help you expand your reach by targeting LinkedIn members who share similar characteristics to your existing customers or contacts. LinkedIn analyses the attributes of your uploaded list (e.g., website visitors or contacts) and identifies members who exhibit similar professional and demographic characteristics.

By leveraging Matched Audiences, you can create more targeted and relevant campaigns that resonate with specific groups of LinkedIn users. This helps to increase the effectiveness of your advertising, improve engagement, and drive better results by reaching audiences that have already demonstrated interest or similarity to your existing customer base.

Matched audiences are warm traffic, the bottom of the funnel and great for direct response marketing. 

Matched audiences can be created by:

  • Uploading a list of your customer’s email addresses
  • Using your LinkedIn pixel to generate website cookies (your past website visitors).
  • your app.
  • your LinkedIn Page and more. 
  • Your advertising presence on LinkedIn such as past video ad viewers, lead form opens, past ad clicks etc.
  • Have a rage of matched audiences been created? 
  • Is it an extensive list of all the options
  •  Are matched audiences being used where relevant? 

Brand safety in LinkedIn targeting refers to the measures and controls implemented to ensure that your brand’s ads are displayed alongside appropriate and relevant content, while minimising the risk of appearing in contexts that may harm your brand’s reputation.

LinkedIn offers several brand safety features and targeting options to help advertisers maintain a safe and suitable advertising environment:

1. Audience targeting: LinkedIn provides various targeting parameters to reach your desired audience. You can target based on professional attributes such as job title, industry, seniority, company size, and more. By selecting specific audience segments aligned with your brand, you can mitigate the risk of ads appearing in irrelevant or potentially harmful contexts.

2. Content exclusion:
LinkedIn allows you to exclude specific content categories from your ad targeting. These categories may include sensitive topics like adult content, violence, or controversial subjects. By utilising content exclusion options, you can prevent your ads from being displayed alongside inappropriate content.

3. Partner categories:
LinkedIn partners with third-party data providers to offer targeting based on professional data and business characteristics. These partner categories can help ensure that your ads are reaching relevant professionals and industries that align with your brand’s values.

4. Brand safety tools: LinkedIn employs brand safety tools and technologies to monitor and filter content across the platform. These tools work to identify and prevent ads from appearing in inappropriate or unsafe environments.

5. Review and control: Advertisers can review and control where their ads are displayed. LinkedIn’s self-service advertising platform allows you to monitor the performance of your campaigns, track ad placements, and make adjustments as needed to maintain brand safety.

By utilising these brand safety measures and targeting options provided by LinkedIn, advertisers can align their ads with suitable content and reach their target audience in a controlled and secure manner, safeguarding their brand’s reputation.

LinkedIn Ads offers various ad placements to help businesses effectively display their advertisements. Here are the main ad placements available on LinkedIn:

1. LinkedIn Feed:
This is the primary ad placement on LinkedIn, appearing within the feed of LinkedIn members as they browse their network. Sponsored content, sponsored InMail, and video ads can be displayed within the LinkedIn feed, allowing for maximum visibility and engagement.

2. Right Rail:
The right rail is a column on the right-hand side of the LinkedIn desktop interface. Text ads are typically displayed in this placement, offering a prominent position to attract attention and drive traffic to your website.

3. LinkedIn Messaging:
Sponsored InMail ads are delivered directly to members’ LinkedIn inboxes. These ads appear within the messaging interface and allow for personalised, targeted messaging to engage users in a more direct and interactive way.

4. LinkedIn Search Results:
Ads can also be displayed within LinkedIn search results when users search for specific keywords, job titles, or company names. This placement helps you target users who are actively searching for relevant content or information on LinkedIn.

5. LinkedIn Audience Network: The LinkedIn Audience Network extends your ad reach beyond the LinkedIn platform by displaying your ads on various partner websites and apps. This placement allows you to engage with your target audience even when they are not directly using LinkedIn.

6. LinkedIn Groups:
Display ads can be shown within LinkedIn Groups, which are communities centred around specific industries, interests, or professions. Placing ads within relevant Groups can help you reach a highly targeted audience within a specific niche.

Each ad placement offers unique advantages and can be leveraged based on your advertising goals and target audience. It’s important to consider your campaign objectives, audience targeting, and budget when choosing the most suitable ad placements for your LinkedIn Ads campaigns.

LinkedIn lets advertisers target campaigns by location such as country or by city. You can also refine your audience by selecting the default language of the person’s web browser. 

  • Does reporting on geographic performance by distance, town, city or postcode show variation?
  • Can you assess opportunities for bidding, ad copy and landing page optimisation from the variations?

A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they’re similar to your existing customers.

When you create a lookalike audience, you use a seed audience from a matched audience created with your pixel data and your mobile app data or followers of your Page, and LinkedIn identifies the common qualities of the people in it (e.g. demographic, behaviour, interests). Then LinkedIn finds people who are similar to (or “look like them”).

  • Have lookalikes been created for certain key pages vs. the whole website?
  • Have best email customer lists been created and tested against larger lists such as all email addresses?

With interest targeting, you can reach LinkedIn users who have demonstrated an interest in specific professional topics, industries, or activities. This targeting option allows you to connect with users based on their engagement with relevant content, groups, and other professional interests they have indicated on their LinkedIn profiles.

How it Works:
LinkedIn tracks user interactions and engagements within the platform to identify their professional interests. This includes the content they engage with, the groups they join, and the skills they list on their profiles. By leveraging this information, you can target users who align with the specific interests you select for your campaigns.

Benefits of Interest Targeting:
Interest targeting offers several benefits for advertisers on LinkedIn:

  1. Relevance:
    By targeting users based on their professional interests, you can ensure that your ads are highly relevant to your target audience. This improves the chances of engaging users who are genuinely interested in your offerings.

  2. Niche Audiences:
    Interest targeting allows you to reach users who are passionate about specific professional topics or industries. This is particularly useful for campaigns that require precise targeting of niche audiences.

  3. Engagement Potential:
    Users who have shown an interest in specific topics are more likely to engage with content related to those topics. By targeting these users, you can increase the chances of driving meaningful engagements and conversions.

  4. Campaign Flexibility: Interest targeting can be combined with other targeting options on LinkedIn, such as demographic, job title, or company targeting, to further refine your audience. This flexibility enables you to create highly targeted campaigns tailored to your specific marketing objectives.

Engagement audiences are part of matched audiences. The main difference to standard remarketing is that this is remarketing on LinkedIn to people that engaged with your LinkedIn Page and Adverts- rather than off-LinkedIn such as your website, CRM or App audiences.

Engagement campaigns can also be used to build a full sales funnel on LinkedIn, by retargeting/re-engaging the best prospects from colder LinkedIn campaigns that were higher in the purchase funnel. (Top and mid-level funnel). In addition lower funnel traffic such as past customers that have engaged with your LinkedIn page. 

  • Have you tested newer engagement audiences versus long-term audiences?
  • Is the website remarketing audience blocked to prevent audience targeting overlap (or App list, email list, LinkedIn fans if also currently targeting them in other campaigns).  

Audience overlaps refer to the intersection or commonality between different targeting audiences that advertisers have defined for their campaigns. It helps to understand how much overlap exists between different audience segments, allowing advertisers to evaluate the potential reach and effectiveness of their targeting strategies. Here’s an explanation of audience overlap in LinkedIn Ads:

1. Audience Segments: Audience segments are the specific groups of LinkedIn members that advertisers target with their ads. These segments can be based on various criteria, such as job titles, industries, company sizes, locations, or other demographic and professional attributes.

2. Overlapping Audiences: When multiple audience segments share a significant number of members, it results in audience overlap. This means that individuals can belong to more than one targeted audience segment simultaneously.

3. Understanding Reach and Efficiency: Audience overlap impacts the reach and efficiency of your ad campaigns. Higher overlap between audience segments may result in ads being shown to the same individuals multiple times, potentially leading to ad fatigue or wasted ad spend. On the other hand, lower overlap allows for reaching a broader audience and minimising redundancy in ad impressions.

4. Optimising Targeting Strategies: Analysing audience overlap helps advertisers optimise their targeting strategies. By identifying segments with high overlap, advertisers can refine their audience definitions to reduce duplication and increase efficiency. This may involve adjusting targeting criteria or refining audience exclusions to ensure ads reach the desired unique audience members.

5. Balancing Reach and Precision: Balancing reach and precision is key when considering audience overlap. Advertisers need to strike a balance between reaching a wide audience to maximise exposure and ensuring that the audience is specific enough to align with their campaign goals. Analysing audience overlap helps optimise this balance and refine targeting for better campaign performance.

LinkedIn provides reporting and insights on audience overlap within the campaign manager, allowing advertisers to evaluate the impact of overlapping audiences and make data-driven decisions to enhance targeting strategies.

By understanding audience overlap and optimising targeting efforts, advertisers can achieve a better balance between reaching the desired audience and avoiding excessive duplication, ultimately improving the efficiency and effectiveness of their LinkedIn ad campaigns.

Adverts (Ads)

Linkedin Ads Audit

Every company possesses a distinctive business offering comprising of unique selling points (USPs), features, benefits, guarantees, promotions, calls to action, proof testimonials, qualifications, and more.

Even when facing similar competitors, conducting advertising testing can unveil the most appealing aspects of your business offer to your target prospects and customers within the industry. This enables you to enhance your advertising endeavors by refining your ads, landing pages, hooks, story, and offer.

Ad testing facilitates the identification of the most effective ad versions, while multivariate testing results provide insights into the performance of individual ad elements such as headlines, descriptions, and even wording and phrasing.

Have you thoroughly examined your competitors’ business offerings? Is there anything else that you can incorporate into your own offering to enhance its appeal?

Has systematic testing been conducted on the various components of your business offering?

Have you compared the key performance metrics (KPIs) such as click-through rate (CTR), conversion rate, and conversions per impression to comprehend their performance and further improve your offering?

Testing multiple ad variations within an ad set ensures your target audience sees fresh adverts so your advertising does not get stale.

Ads must be updated frequently so your audience doesn’t get fatigued causing click-through rates to drop. 

  • Does the ad set have more than one active ad? 
  • Have all parts of the business offering been tested? 
  • Is an ad testing strategy defined? Outline ad testing approach and results.
  • How many ads are there per campaign?
  • Are big differences being tested (different promotions, benefits, USPs, guarantees)? 
  • Have new ads with new images been created regularly?

To create LinkedIn Ads, you will require brand assets, including images, videos, and compelling copy.

1. Images:
Do you have high-quality images that align with your brand and resonate with your target audience? It’s important to ensure that these images are in the recommended sizes for LinkedIn Ads. LinkedIn provides specific guidelines for image dimensions to optimize their display on the platform.

2. Videos:
Videos can be a powerful asset for LinkedIn Ads, allowing you to engage your audience visually. Do you have any relevant videos that showcase your products or services, highlight customer success stories, or compellingly deliver key messages? It’s crucial to ensure that your videos meet the recommended specifications and are optimised for LinkedIn’s video ad formats.

3. Copy:
In addition to visual assets, the copy plays a vital role in conveying your hook, story, and business offer. Do you have a compelling and persuasive copy that communicates the unique value proposition of your business? It should capture attention, create interest, and drive action. It’s important to tailor your copy to resonate with your target audience and align with the overall messaging and tone of your brand.

Using these assets to convey your hook, story, and business offer:

– Hook: The visual assets, such as images or videos, can grab attention and create an initial interest in your ad. They should be visually appealing and relevant to your target audience, enticing them to learn more about your offering.

– Story: Visual assets, combined with compelling copy, can help tell a story that resonates with your audience. The images or videos can depict the desired outcomes, benefits, or experiences associated with your product or service. The copy should complement the visuals by providing context, addressing pain points, and showcasing how your offering solves their problems or fulfils their needs.

– Business Offer: Your visual assets and copy should clearly communicate your unique business offer. Highlight the key features, benefits, guarantees, or promotions that differentiate your offering from competitors. Use persuasive language to convey the value proposition and compel viewers to take the desired action, such as clicking on your ad or visiting your landing page.

CTR (click-through rate) is a metric that measures the number of clicks your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR.

A higher CTR indicates that your ads are more relevant to prospective customers. By increasing your CTR, you can quickly reduce your advertising costs and obtain conversions at a lower cost.

LinkedIn has a vast range of ad types and formats Each ad type and format has its own advantages and can be selected based on your specific advertising objectives, target audience, and creative assets. It’s important to choose the format that aligns best with your campaign goals and resonates with your audience on LinkedIn.

  • Are the appropriate ad types being used to reach the goals? 
  • Are they being used in different ad formats (e.g. Single Image, Video)
  • Are images and texts being tested for all combinations of these? 

Calls to action let prospective customers know what the next step they should take is after clicking your ad.

  • Has the most suitable call to action been selected to improve the conversion rate of your ads? 
  • Does it match your objective and the campaign objective? 
  • Have calls to action been tested?

LinkedIn will sometimes disapprove ads for various reasons. This can impact negatively your efforts by getting less traffic and a positive account history. 

Are there any ads marked as disapproved?
What are the causes?
Are they easy to fix quickly? 

  • Are adverts named by the type of ad type, format and date created? (e.g. Lead Ads, Message Ads, Text Ads Image or Carousel). 
  • Do the ad name also reference the content of the advert such as the text copy or/and images contained within? 
  • Do the ads have the dates they were created?

Landing Pages

LinkedIn has an ever-increasing amount of ad destinations to send your clicks to make the most of the paid traffic you are generating. For example, you can use your website landing page, LinkedIn Message Box, Lead Form and more. 

Linkedin Ads Audit

A destination is where users are directed after clicking on an advert.

Are destination pages utilised on and off LinkedIn?

What percentage of traffic is directed to destinations on LinkedIn and off LinkedIn?

What is the ratio of traffic to the home page vs. other pages, such as dedicated landing pages?

How often is the website homepage used as a landing page?

Is the chosen destination for each advert the most relevant option available?

Are you directing traffic to the appropriate pages of your website or tabs on your LinkedIn Page?

Are you effectively capturing leads on or off LinkedIn?

Are you successfully capturing sales on or off LinkedIn?

Addressing these questions enables advertisers to ensure the relevance of landing pages to the advert content, optimise website traffic allocation, effectively capture leads across platforms, and maximise sales conversions.

Landing page issues reduce conversion rate and waste your budget. 

  • Are there are 404 errors
  • Is the website speed fast on both desktop and mobile? 
  • Are the pages secure?

The more traffic you send to your website, the higher the adverting costs. Looking for ways to make the most of your existing traffic improves ROI. 

  • Are you sending traffic to more than one page to test variations?
  • Are the landing pages optimised for conversions based on the stage of the buyer funnel buyer?
  • Having a few key landing pages to test and refine is important along with ad testing. A/B tests ads and landing pages consecutively to improve ads value and conversion rate.

  • Are you testing popular landing page templates and best practices?

Website landing page quality plays a crucial role in the effectiveness of LinkedIn Ads website conversions. When running LinkedIn Ads campaigns, the destination or landing page where users are directed after clicking on the advert is a critical element in driving conversions and achieving campaign objectives.

A high-quality landing page on your website can significantly impact the success of your LinkedIn Ads website conversions. Here are some key factors to consider:

1. Relevance:
The landing page should align closely with the advert content and offer. It should provide the information and experience that users expect based on the advert they clicked. This ensures a seamless transition and enhances the user’s understanding and interest in the promoted product or service.

2. Clear Call-to-Action (CTA): The landing page should have a clear and compelling call-to-action that guides users towards the desired action, such as making a purchase, filling out a form, or downloading a resource. A prominent and well-designed CTA increases the chances of conversion.

3. User-Friendly Design:
The landing page should have an intuitive and user-friendly design. It should be visually appealing, easy to navigate, and optimised for various devices and screen sizes. A positive user experience encourages engagement and conversion.

4. Relevant and Compelling Content:
The landing page should provide valuable and relevant content that addresses the user’s needs or pain points. It should highlight the benefits of the promoted product or service and communicate a clear value proposition. Well-crafted and persuasive content can significantly influence conversion rates.

5. Load Time and Performance:
A fast-loading landing page is crucial for user satisfaction and engagement. Slow-loading pages can lead to user frustration and abandonment, negatively impacting conversion rates. Optimising the landing page’s performance ensures a smooth user experience and encourages conversions.

6. Trust and Credibility:
The landing page should instil trust and credibility in the user. This can be achieved by showcasing customer testimonials, security badges, trust seals, or any other relevant credibility indicators. Establishing trust helps overcome user hesitation and increases the likelihood of conversions.

By focusing on these aspects and continuously optimising the landing page’s quality, you can enhance the effectiveness of LinkedIn Ads website conversions. Regular monitoring, testing, and refining of the landing page can help improve conversion rates, maximise return on investment, and achieve desired campaign outcomes.

Auditing the Quality of a LinkedIn Page for Advertising:

Profile Completeness: Ensure that the LinkedIn page is fully completed with all relevant information, including a comprehensive company description, logo, and cover image. A complete profile creates a professional impression and increases credibility.

Consistent Branding: Review the LinkedIn page’s branding elements such as the logo, colours, and visual imagery. Ensure they align with the overall brand identity and are consistent across other marketing channels. Consistent branding helps reinforce brand recognition and recall.

Engaging and Relevant Content: Assess the quality of posts and updates on the page. Look for engaging content that is relevant to the target audience and provides value. Consistent posting of informative and thought-provoking content helps build a strong follower base and encourages interaction.

Visual Appeal: Review the visual elements on the page, such as images, videos, and infographics. Make sure they are visually appealing, high-quality, and relevant to the brand and its offerings. 

Testimonials and Recommendations: Check if the LinkedIn page features testimonials or recommendations from satisfied clients, partners, or employees. Positive testimonials build trust and credibility, enhancing the page’s reputation.

Audience Engagement: Analyse the level of engagement on the page, including likes, comments, and shares. 

Follower Quality: Examine the composition of the LinkedIn page’s followers. Evaluate their relevance to the target audience and industry. A high-quality follower base comprising professionals in the desired target market increases the likelihood of effective advertising.

In the context of LinkedIn Ads, landing page performance refers to the effectiveness and efficiency of the landing page that users are directed to after clicking on a LinkedIn ad.

It focuses on measuring the page’s ability to convert visitors into desired actions, such as submitting a form, downloading content, or moving through the CRM lifecycle to signing up for a service.

Landing pages are important for both the cost of advertising and the conversion rate. Improvements to landing pages lead to a higher relevance score and therefore lower advertising costs. 

Landing pages should be relevant to the advert by providing more detail about your business offering, features, benefits, guarantees, unique selling points, promotions, service types,  calls to action, locations and proof of services such as qualifications or reviews and more!

LinkedIn Conversion Tracking Pixel

The LinkedIn pixel or SDK are used to record conversions off-LinkedIn , as well as the purchase funnel (steps) prospects and buyers take to measure leads or sales. 

Linkedin Ads Audit

The LinkedIn Pixel is a valuable tool to record page views and track events completed on your website. It allows you to accurately measure conversions, such as website leads, and track the various steps in your marketing funnel.

By implementing event tracking with the LinkedIn Pixel, you can mirror your prospects’ buyer funnel and report on the performance of each step in your sales process. For example, if your funnel includes a squeeze page, a sales page, and an order page, event tracking lets you capture data on user interactions at each stage.

Ensure that key pages in your sales or lead funnel have event-specific tagging implemented. This involves assigning the appropriate event tags or triggers to pages where significant actions occur, such as form submissions or purchases. By doing so, you can gather detailed insights into user behaviour and accurately measure the success of each stage in your funnel.

Regularly check for any errors or issues using the LinkedIn Pixel Helper, a browser extension provided by LinkedIn. This tool helps you verify the correct implementation of your pixel and ensures that data collection is accurate and error-free.

By leveraging the LinkedIn Pixel and effectively implementing event tracking, businesses can gain valuable insights into their marketing funnels, optimise their campaigns, and measure the success of their conversion goals. It enables a comprehensive understanding of user behaviour and empowers data-driven decision-making to improve overall marketing performance.

Conversion Tracking shows you what happens off-LinkedIn after someone clicks on your ads – whether they filled in a website lead form, purchased a product, or engaged with a mobile app.

By tracking these actions, known as “conversions”, you’ll know which ads, audiences, and placements bring you business. This helps you invest more wisely and boost your return on investment (ROI).

Benefits of Conversion Tracking:

1. Performance Insights: Conversion Tracking allows you to identify the specific ads, audiences, and placements that drive valuable actions. This knowledge enables you to focus on what works best and optimise your campaigns for improved results.

2. Budget Optimisation:
By understanding which ads and channels generate the most conversions, you can allocate your budget more effectively. This helps you make informed decisions and maximise the impact of your advertising spend.

3. Campaign Refinement: Conversion Tracking provides actionable data to refine your targeting and messaging strategies. By analysing conversion data, you can make informed adjustments to your campaigns, ensuring they are more relevant and impactful.

4. Measurement of Success: Tracking conversions goes beyond clicks and impressions, providing tangible evidence of your campaign’s effectiveness. It allows you to measure the value generated for your business and showcase the success of your advertising efforts.

Expanding Your Conversion Tracking:

1. Set up Multiple Conversion Actions: Consider tracking multiple conversion actions to gain a comprehensive understanding of user behaviour. This could include different types of lead forms, purchases of various products, or specific interactions with your mobile app. Tracking diverse conversion actions provides valuable insights.

2. Analyse Conversion Paths: Explore the paths users take before completing a conversion. Identify touchpoints along the customer journey to determine the most effective channels and interactions that lead to successful conversions.

3. Utilise Attribution Models: LinkedIn Ads offers different attribution models to assess the contribution of each touchpoint in the conversion process. Experiment with various models, such as first-click, last-click, or linear attribution, to gain a comprehensive understanding of the customer journey.

By leveraging Conversion Tracking in LinkedIn Ads, businesses can gain valuable insights into the impact of their advertising efforts. This knowledge allows for more informed decision-making, improved campaign performance, and better utilisation of marketing budgets. Continuously refining and expanding your conversion tracking capabilities enhances your ability to drive meaningful results and achieve a higher ROI.

With conversion tracking, you can optimise your campaigns to maximise leads and sales while reducing the cost per conversion.

To ensure effective optimisation, consider the following:

1. Tracking Important Actions: Are you tracking the most important actions that a visitor could take on your website, such as lead signups, contact form submissions, or purchases? By identifying and tracking these key actions, you can measure the success of your campaigns in generating valuable conversions.

2. Funnel Step Optimisation: Are your campaigns utilising the most suitable step in the funnel for optimisation? Each campaign objective should align with a specific stage in the marketing funnel. For example, if you’re aiming to generate leads, focus on optimising campaigns that target users at the top or middle of the funnel. Aligning campaign objectives with the appropriate funnel stage helps ensure effective optimisation efforts.

3. Sufficient Conversions for Machine Learning: Are there enough conversions to allow LinkedIn to use machine learning effectively? Machine learning algorithms require a sufficient volume of data to make accurate predictions and optimise campaign performance. If you have a limited number of conversions, it may be necessary to gather more data over time to enable machine learning to work effectively.

By addressing these considerations, you can enhance your conversion tracking efforts and optimise your campaigns more effectively. This will allow you to maximise leads and sales while reducing the cost per conversion, resulting in improved campaign performance and better return on investment (ROI).

4 Step Audit Process



15-30 Minute phone call to understand your company in more detail and provide context to the audit


Complete Audit

You enable partner access to your LinkedIn Ads, and we review your account in-depth.


Screenshare Audit

We do a live screen share audit to highlight the main areas of improvement like reducing cost, increasing leads or sales. 


Written Audit

We provide the final written audit, along with a formal proposal for managing your LinkedIn Ads. 

Start FREE Audit Process Now!

Step One = 15-30-minute call to understand your business and provide more context before the screen share and written audits are completed.

Audit FAQ

While the audit is free, to be eligible includes:

1.) You are currently looking for a new agency to manage your LinkedIn Ads.
2.) Your company is based in the UK
3.) The advertising is for your own company, not a client.

It is easier to understand the written audit after completing the live screen share. We feel that from past audits, this is the most effective way to communicate the improvements. 

Temporary read-only access to your LinkedIn Ads account and Google Analytics. We provide assistance to this upon booking the audit.

The next step is to signup for monthly management. This is of course 100% optional. Budgetary pricing for monthly management is provided on our services pages,

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