ads-linkedin

name	ads-linkedin
description	LinkedIn Ads deep analysis for B2B advertising. Evaluates 25 checks across technical setup, audience targeting, creative quality, lead gen forms, and bidding strategy. Includes Thought Leader Ads, ABM, and predictive audiences. Use when user says "LinkedIn Ads", "B2B ads", "sponsored content", "lead gen forms", "InMail", or "LinkedIn campaign".

OpenClaw Conversion Notes

This skill was auto-converted from a Claude/BenAI-style skill into an OpenClaw-oriented skill file.

Use this skill with care:

• Treat Claude-specific command syntax (for example /skill ...) as intent hints, not literal required commands.
• Treat any allowed-tools, MCP, plugin, browser, .claude, or AskUserQuestion references as portability notes, not guaranteed runtime features.
• Before using referenced tools, verify they actually exist in the current OpenClaw session.
• Resolve any original .claude/... paths against the current OpenClaw workspace before use.
• If the skill references external APIs, credentials, connectors, or helper scripts, confirm local availability first.

Original Compatibility Warnings

• Original skill assumes external connectors, MCP servers, browser automation, or third-party integrations.

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LinkedIn Ads Deep Analysis

Process

1. Collect LinkedIn Ads data (Campaign Manager export, Insight Tag status)
2. Read ads/references/linkedin-audit.md for full 25-check audit
3. Read ads/references/benchmarks.md for LinkedIn-specific benchmarks
4. Read ads/references/scoring-system.md for weighted scoring
5. Evaluate all applicable checks as PASS, WARNING, or FAIL
6. Calculate LinkedIn Ads Health Score (0-100)
7. 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