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The Ultimate LinkedIn Ads Launch Checklist (Elite Edition)
The most advanced, field-tested checklist for launching LinkedIn Ads that actually drive pipeline. Proprietary frameworks, pro tips, real examples, and zero guesswork. Now with advanced rationale, FAQ, and product-driven CTAs.
By James Green•28 May 2024

The Ultimate LinkedIn Ads Launch Checklist (Elite Edition)

Stop launching LinkedIn Ads on guesswork. This is your strategist-grade, field-tested, no-BS checklist for campaigns that actually drive pipeline. Based on £10M+ in ad spend and 100+ B2B campaigns.

🎯 The Elite LinkedIn Ads Launch Framework

Before diving into the checklist, understand this framework:

  1. Pre-Launch Strategy (Days 1-3)

    • ICP definition
    • Audience building
    • Offer engineering
    • Creative planning

  2. Technical Setup (Days 4-5)

    • Campaign structure
    • Tracking implementation
    • Retargeting setup
    • Budget allocation

  3. Launch & Optimization (Days 6-30)

    • Creative testing
    • Performance monitoring
    • Budget scaling
    • Pipeline tracking

🚀 The Elite LinkedIn Ads Launch Checklist (With Rationale, Pro Tips & Real Examples)

  • Define Your ICP (Ideal Customer Profile)
    List 10 dream accounts. Build targeting from there.
    Rationale: Precision targeting = less waste, more pipeline.
    Pro Tip: Use job title + function + seniority for laser focus. Exclude students, job seekers, and competitors.
    Example: "Head of Marketing" + "Director+" + "B2B SaaS" + "£10M+ revenue"
  • Upload Account List (Matched Audiences)
    100–500 companies, layered with job titles.
    Rationale: Matched Audiences = precision, lower CPL.
    Pro Tip: Use LinkedIn's "Matched Audiences" for pinpoint accuracy. Segment by ICP tier.
    Example: Tier 1 (50 accounts), Tier 2 (200 accounts), Tier 3 (500 accounts)
  • Choose ONE Irresistible Offer
    Demo, calculator, or audit. No mixed CTAs.
    Rationale: One clear offer outperforms "Learn More" every time.
    Pro Tip: "Get the 2025 ROI Calculator (Free Excel)" crushes generic CTAs.
    Example: "Get Your Free 2025 B2B Marketing Budget Calculator (Excel)"
  • Write a Cold, Bold Hook
    Call out your ICP's pain. E.g., "Stop wasting budget on the wrong leads."
    Rationale: Pain-first messaging grabs attention.
    Pro Tip: Test 2–3 angles per campaign. Use vertical-specific language.
    Example: "Still wasting 40% of your LinkedIn budget on junk leads?"
  • Prep 2–3 Creatives
    Test hooks, not just images. Rotate creative every 2–3 weeks to avoid fatigue.
    Rationale: LinkedIn will pick a winner fast. Creative fatigue kills results.
    Pro Tip: Use B2B Ads Assistant to generate and remix creative instantly.
    Example: Test pain-first vs. proof-first vs. contrarian angles
  • Build a Focused Landing Page
    No nav, one CTA, zero distractions. Add proof (logos, testimonials, microcopy: "No sales call. Instant access.")
    Rationale: Homepages leak leads. Focused LPs convert.
    Pro Tip: Use B2B Ads Assistant to generate a landing page in minutes.
    Example: Headline + 3 bullets + social proof + CTA + microcopy
  • Set a Realistic Daily Budget
    £30–£50/day. Under £30 = no data.
    Rationale: Too low = no signal, too high = wasted spend.
    Pro Tip: Start manual, then scale what works. Watch for "Limited" delivery—raise bid if needed.
    Example: £50/day × 30 days = £1,500 test budget
  • Install Insight Tag (Before Launch)
    Retargeting = profit. Don't skip this.
    Rationale: No tag, no tracking, no retargeting.
    Pro Tip: Set up "Visited LP, didn't convert" audience from day one.
    Example: Install tag, verify in Campaign Manager, test conversion tracking
  • Set Up Retargeting Audience
    "Visited LP, didn't convert." Use sequential retargeting (e.g., demo > case study > offer).
    Rationale: Retargeting halves your CPL over time.
    Pro Tip: Use B2B Ads Assistant to automate retargeting setup.
    Example: 1-3 days: demo, 4-7 days: case study, 8-14 days: ROI calculator

📊 Campaign Structure: The Elite Setup

1. Campaign Groups

  • Awareness: Broad targeting, educational content
  • Consideration: ICP targeting, value offers
  • Conversion: Retargeting, high-value offers

2. Ad Sets

  • Cold: Account list + job titles
  • Warm: Website visitors, content engagers
  • Hot: Form abandoners, demo requesters

3. Creative Matrix

  • Hooks: Pain-first, proof-first, contrarian
  • Offers: Calculator, audit, demo
  • Formats: Image, video, carousel

🎯 Step-by-Step: Launching Like a Strategist

  1. Targeting: Upload your account list (CSV). Layer with seniority and function. Exclude irrelevant roles and competitors.

    • Pro Tip: Use LinkedIn's "Audience Insights" to analyze and refine.
    • Example: "Head of Marketing" + "Director+" + "B2B SaaS" + "£10M+ revenue"

  2. Offer: "Book a demo" works if you have proof. Otherwise, lead with value: calculator, audit, or guide.

    • Pro Tip: Test multiple offers in parallel.
    • Example: "Get Your Free 2025 B2B Marketing Budget Calculator (Excel)"

  3. Creative: Headline: Call out your ICP and pain. Image: Faces, charts, or product in action. No stock photos.

    • Pro Tip: Test radically different hooks.
    • Example: "Still wasting 40% of your LinkedIn budget on junk leads?"

  4. Landing Page: Headline, subhead, 3 bullets, CTA. No nav, no blog links. Add proof: logos, testimonials, microcopy ("No sales call. Instant access.")

    • Pro Tip: Use Hotjar to spot leaks.
    • Example: Headline + 3 bullets + social proof + CTA + microcopy

  5. Budget & Bidding: Start with manual CPC. Set max bid 10–20% above LinkedIn's suggestion. Watch for "Limited" delivery—raise bid if needed.

    • Pro Tip: Start with £50/day minimum.
    • Example: £50/day × 30 days = £1,500 test budget

  6. Tracking & Retargeting: Install Insight Tag. Set up "Visited LP, didn't convert" audience. Retargeting halves your CPL over time.

    • Pro Tip: Use sequential retargeting.
    • Example: 1-3 days: demo, 4-7 days: case study, 8-14 days: ROI calculator

⚠️ Checklist Pitfalls: What Torches Most LinkedIn Budgets

  • Targeting too broad: Upload account lists, layer with job titles. Precision wins.
  • Weak offer: "Learn More" is not an offer. Give value, not vagueness.
  • Homepage as LP: Build a campaign-specific landing page. Homepages leak leads.
  • No retargeting: Set up before you launch. Don't leave money on the table.
  • Obsessing over CTR: Pipeline > clicks. Focus on cost per qualified lead (CPL).
  • Ignoring creative fatigue: Refresh every 2–3 weeks. Stale ads = wasted spend.

💡 Pro Tips from the Trenches

  • Exclude job seekers and competitors from every campaign.
  • Check frequency—over 3.0 = creative fatigue. Refresh creative.
  • Don't chase vanity metrics. Pipeline is the only metric that matters.
  • Use B2B Ads Assistant to automate targeting, creative, and LP in minutes.

📈 FAQ

Q: What's the minimum budget for LinkedIn Ads?
A: £500–£1,000 is enough to validate your offer and targeting. For ongoing campaigns, £1,000–£5,000/month is typical for B2B.

Q: How do I calculate my LinkedIn Ads budget?
A: Multiply your target number of leads by your target cost per lead (CPL). Example: 20 leads × £150 CPL = £3,000.

Q: What's a good CPL for B2B LinkedIn Ads?
A: £100–£200 per qualified lead is strong. Under £100 is excellent.

Q: Should I start with a small budget?
A: Yes. Run a 2–4 week pilot, then scale what works.

See More

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