LinkedIn Ads Self‑Assessment

The LinkedIn Insight Tag is on every page, and the Conversions API sends our key conversions too, with deduplication.

Conversions are set up for real actions, such as demo requests or form submissions, not just page views, and each has a value.

Our CRM sends lead quality or pipeline stages back to LinkedIn, so it learns which leads become sales.

Lead Gen Form leads go straight into our CRM and are followed up within one business day.

Our audiences use two or three targeting facets, such as job function, seniority and industry, rather than many stacked filters.

Most of our audiences have at least 50,000 members, as LinkedIn recommends, unless a campaign targets a specific account list.

We use matched audiences: website retargeting, company lists of target accounts, and contact lists.

We exclude current customers, our own employees and competitors where it makes sense.

Our offer is worth a busy professional’s time, such as a guide, benchmark, event or tool, not only “book a demo”.

We use a mix of formats, such as single image, document, video and Thought Leader Ads from our people.

Our ads lead with the audience’s problem in their own language, with a clear call to action.

We refresh creative every 4 to 6 weeks, or sooner if click-through rates drop.

Each campaign has enough daily budget to deliver properly, rather than a small budget split across many campaigns.

We chose our bidding strategy on purpose, and review cost per click and cost per lead against our targets.

We decided on purpose whether to use the LinkedIn Audience Network and audience expansion, and check placement quality.

We judge LinkedIn on pipeline and revenue in our CRM, not just cost per lead.