| name | platform-linkedin |
| description | Operate LinkedIn Ads through Synter — read and build B2B campaigns with job-title, company, and ABM targeting, the right ad format, and realistic CPL expectations. Use when a user is working on LinkedIn ads, B2B lead gen, or account-based targeting. |
LinkedIn Ads Playbook
LinkedIn is the B2B platform: precise professional targeting, higher costs, longer consideration. How it is shaped and how to operate it through Synter. Reads are free; anything that spends money waits for explicit approval.
Confirm the account first: list_connected_accounts. Use the real ID the tool returns; never invent one. Not connected → run the connect skill.
Structure
Campaign group → campaign (objective, audience, budget, schedule) → ad. Targeting is the core lever: job title and function, seniority, company, company size, industry, and skills. Keep audiences tight enough to be relevant but large enough to deliver.
- ABM: target named accounts with
build_abm_audience, then attach with attach_audience. Layer seniority on top so spend reaches decision makers.
- Formats: single-image, document, video, and conversation/message formats. Match the format to the funnel stage.
Read a campaign
list_campaigns(platform="linkedin") for the list and IDs. pull_linkedin_ads_performance(days=...) for spend, clicks, leads, and CPL. pull_linkedin_company_engagement for company-level engagement signal.
Build a campaign
create_campaign_plan → upsert_plan_entity per campaign / ad → forecast_campaign (expect higher CPCs and CPLs than search or social). Generate creative with generate_image_ad or the creative skill; apply brand voice from ${CLAUDE_PLUGIN_ROOT}/context/brand-and-safety.md. Run campaign-preflight, then execute_campaign_plan + enable_campaign on approval.
Operating rules
- Expect higher CPL than other platforms. Judge LinkedIn on pipeline quality and downstream conversion, not raw CPC.
- Keep targeting to decision makers where the offer warrants it; do not spray a broad seniority range on an expensive platform.
- Give campaigns room before judging; B2B conversion windows are long. Follow pre-pause-analysis before cutting.
- Conversion tracking (Insight Tag and offline/CRM conversions) must be attached before scaling:
verify_pixel_ownership, ga4_list_conversions. Measure with get_attribution.
- Guard against a fat-finger daily budget 10 to 100x intended. Adjust with
update_campaign_budget, pause with pause_campaign.
- "Created" is not "live and spending." Confirm with
list_campaigns and report the real IDs. Build an audience first with the audience skill when one does not exist yet.
