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:
-
Pre-Launch Strategy (Days 1-3)
- ICP definition
- Audience building
- Offer engineering
- Creative planning
-
Technical Setup (Days 4-5)
- Campaign structure
- Tracking implementation
- Retargeting setup
- Budget allocation
-
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
-
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"
-
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)"
-
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?"
-
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
-
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
-
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
- How to Set Up LinkedIn Ads: The Ultimate B2B Launch Playbook
- B2B Ad Creative Testing Matrix & Templates
- How to Optimize LinkedIn Ads for Lower CPL
- LinkedIn Ads Benchmarks 2025
- LinkedIn Ads Metrics Glossary
- The Ultimate B2B Offer Engineering Playbook
- Pricing
- Chat
💥 Ready to Launch Smarter?
B2B Ads Assistant is your unfair advantage. Build, launch, and optimize LinkedIn campaigns in minutes—no guesswork, no wasted budget.