Linkedin Ads Builder

1. Read agency.config.json from the project root (if available).
2. Extract icp.segments[] for targeting: job titles, seniority, industries, company sizes.
3. Extract services[] for offer and messaging.
4. Extract case_studies[] for proof points.
5. Extract brand_voice for professional tone guidelines.
6. Check tools.websearch availability.
7. Accept parameters:
   • business_name -- (required) business name
   • objective -- (optional) brand_awareness | website_visits | engagement | lead_gen | video_views. Default: lead_gen
   • services -- (optional) array of services to promote. Default: derive from config
   • landing_page -- (optional) destination URL
   • budget_monthly -- (optional) monthly budget in local currency
   • target_accounts -- (optional) array of specific company names for ABM
   • abm_mode -- (optional) boolean. When true, builds account-specific campaigns. Default: false
   • content_assets -- (optional) list of available content (whitepapers, case studies, webinars)

Phase 1: Campaign Objective Selection

LinkedIn Objective Mapping

Campaign Structure

Standard B2B Campaigns

Campaign: [Service] - [Objective]
  Ad Set: Decision Makers - Large Enterprise
  Ad Set: Decision Makers - Mid-Market
  Ad Set: Influencers / Champions
  Ad Set: Retargeting - Website Visitors

ABM Campaign Structure

Campaign: ABM - [Account Tier]
  Ad Set: Tier 1 Accounts - Decision Makers
  Ad Set: Tier 1 Accounts - Influencers
  Ad Set: Tier 2 Accounts - Decision Makers
  Ad Set: Tier 2 Accounts - Influencers

Phase 2: Audience Targeting

Professional Targeting Dimensions

Job Title Targeting Build layered job title targeting from ICP:

• C-suite: CEO, CTO, CMO, CFO, COO
• VP level: VP Marketing, VP Ecommerce, VP Digital, VP Engineering
• Director level: Director of Marketing, Director of Ecommerce, Head of Digital
• Manager level: Marketing Manager, Ecommerce Manager, Brand Manager
• Use "OR" within levels, layer with industry/company size

Seniority Targeting

• Owner/Partner
• CXO
• VP
• Director
• Manager
• Use seniority + function (Marketing, Sales, IT, Operations) for precision

Company Size Targeting Segment by employee count to match ICP:

• 1-10 (micro): startups, solopreneurs
• 11-50 (small): early-stage companies
• 51-200 (mid-market): growing companies with teams
• 201-500 (upper mid-market): established with departments
• 501-1000 (enterprise): large organizations
• 1001-5000 (large enterprise): major corporations
• 5001+ (mega enterprise): global corporations

Industry Targeting Select from LinkedIn's industry taxonomy:

• Primary industries from ICP
• Adjacent industries where services are relevant
• Exclude irrelevant industries to reduce waste

Company List (ABM) For ABM campaigns:

• Upload target account list (company names matched to LinkedIn Company Pages)
• Tier accounts by priority: Tier 1 (highest priority, custom messaging), Tier 2 (high value), Tier 3 (broader target)
• Layer company list with job title/seniority for precision
• Minimum company list size: 300+ companies (LinkedIn requirement for matching)

Audience Layering Strategy

Build audiences by combining dimensions:

Narrow and Precise (smaller audience, higher relevance)

• Job title + Industry + Company size + Geography
• Best for: ABM, high-value offers, limited budget

Broad and Expansive (larger audience, lower CPL)

• Seniority + Function + Geography
• Best for: Awareness, content distribution, large budget

Exclusions

• Current customers (upload exclusion list)
• Current employees
• Competitors (exclude by company name)
• Recent converters (past 30-90 days)

Audience Size Guidelines

• Lead Gen: 50K - 500K (sweet spot for B2B)
• Brand Awareness: 300K - 1M+
• ABM Tier 1: 5K - 50K (accept smaller sizes for high-value accounts)
• If audience < 10K, broaden targeting or combine with other segments

Phase 3: Ad Copy Generation

Intro Text (up to 600 characters, 150 for preview)

Write 3-5 variants:

Variant Approaches for LinkedIn

• Insight lead: Open with an industry insight or statistic
• Challenge lead: Open with a challenge the audience faces
• Result lead: Open with a client result or case study metric
• Thought leadership lead: Open with a perspective or opinion
• Direct offer lead: Open with the value proposition directly

LinkedIn Copy Best Practices

• Professional but not corporate (conversational authority)
• First person singular ("I") for personal content, first person plural ("We") for company content
• Lead with value, not your company name
• Use line breaks every 1-2 sentences for readability
• Include a clear CTA at the end of intro text
• Hashtags: 3-5 relevant hashtags at the end (optional, improves organic reach)
• Tag relevant companies or people (when appropriate)

Headline (max 70 characters for single image, 45 for carousel cards)

Write 3-5 headline options:

• Benefit-focused: "Increase Shopify Conversions by 40%"
• Offer-focused: "Free Ecommerce CRO Audit"
• Question-focused: "Is Your Store Losing Revenue?"
• Data-focused: "2024 D2C Conversion Benchmarks"
• Authority-focused: "Trusted by 100+ D2C Brands"

Description (max 70 characters for sponsored content)

Write 2-3 description options:

• Supporting benefit
• Secondary CTA
• Social proof snippet

CTA Button

LinkedIn options:

• Learn More (default, works for most)
• Sign Up (lead gen, webinars)
• Download (whitepapers, reports)
• Get Quote (services)
• Apply Now (programs, accelerators)
• Register (events, webinars)
• Subscribe (newsletters)

Phase 4: Ad Format Recommendations

Format Selection

Single Image Ad

• Best for: direct response, lead gen, simple offers
• Specs: 1200 x 627 (1.91:1) or 1080 x 1080 (1:1)
• Text on image: minimal, focus on a single message
• Works with Lead Gen Forms for frictionless conversion

Carousel Ad (2-10 cards)

• Best for: storytelling, multi-benefit showcase, process walkthrough
• Specs: 1080 x 1080 per card
• Each card: image + headline (45 chars)
• Strategy: problem > insight > solution > proof > CTA arc across cards
• Drives higher engagement than single image

Document Ad (native PDF carousel)

• Best for: thought leadership, educational content, frameworks
• Upload PDF that users swipe through in-feed
• Generates high engagement and saves
• Top format for building authority and trust
• Ideal content: industry reports, how-to guides, benchmark data, frameworks

Video Ad

• Best for: testimonials, product demos, thought leadership
• Specs: 1:1 or 16:9, 15-90 seconds recommended
• Captions required (most LinkedIn browsing is without sound)
• Hook in first 3 seconds
• End with CTA frame and logo

Conversation Ad (Message Ad)

• Best for: ABM, high-value offers, event invitations
• Delivered to LinkedIn inbox
• Multiple CTA buttons creating a choose-your-own-adventure flow
• Higher engagement than email for B2B decision makers
• Use sparingly: max 1 conversation ad per person per 30 days (LinkedIn limit)
• Best when sent from a real person's profile, not company page

Text Ad

• Best for: always-on brand awareness, low budget supplementary
• Small image (100 x 100) + headline (25 chars) + description (75 chars)
• Appears in right rail on desktop
• Low CPM, good for sustained visibility

Format-to-Objective Matrix

Phase 5: Lead Gen Form Design (if applicable)

LinkedIn Lead Gen Form Structure

LinkedIn Lead Gen Forms are pre-filled from profile data, reducing friction:

Recommended Fields (auto-filled from LinkedIn profile)

• First name
• Last name
• Email address (professional email)
• Company name
• Job title
• Company size

Optional Custom Fields (manual entry, adds friction)

• Website URL
• Phone number
• Custom questions (dropdown, single line, multi-line)
• Hidden fields for UTM tracking

Form Best Practices

• Keep to 3-5 fields maximum (including auto-filled)
• Lead with auto-filled fields (zero-friction experience)
• Add max 1-2 custom fields
• Include a clear privacy policy link
• Offer a thank-you page with next steps or downloadable content
• Set up CRM integration for instant lead routing

Phase 6: Budget and Bidding

LinkedIn Ad Costs (Benchmark Ranges)

• Average CPC: $5-12 USD (B2B average)
• Average CPM: $30-80 USD
• Average CPL (Lead Gen Form): $25-75 USD
• Minimum daily budget: $10 USD per campaign

Budget Allocation for B2B

Bidding Strategy

• Lead Gen: Maximum delivery (start), then bid cap once CPL baseline is established
• Awareness: Maximum delivery
• Website visits: Maximum delivery, monitor CPC
• ABM: Manual bidding, higher bids to ensure delivery to small audiences

Optimization Schedule

• Week 1-2: Gather data, no changes (learning phase)
• Week 3: First optimization round (pause low performers, scale winners)
• Week 4+: Ongoing optimization every 5-7 days
• Creative refresh every 4-6 weeks (ad fatigue on LinkedIn is real)

Phase 7: Output

Return structured JSON:

{
  "business_name": "Example Agency",
  "built_at": "2024-01-15T14:30:00Z",
  "objective": "lead_gen",
  "abm_mode": false,
  "monthly_budget": "2000 USD",
  "campaigns": [
    {
      "campaign_name": "Lead Gen - Shopify CRO Services",
      "objective": "Lead Generation",
      "format": "Single Image + Lead Gen Form",
      "audience": {
        "job_titles": ["VP Marketing", "VP Ecommerce", "Head of Digital", "Director of Marketing", "Ecommerce Manager"],
        "seniority": ["VP", "Director", "Manager"],
        "company_size": ["51-200", "201-500", "501-1000"],
        "industries": ["Retail", "Consumer Goods", "Fashion", "Food & Beverages"],
        "geography": "India",
        "exclusions": ["Current customers", "Competitors"],
        "estimated_audience_size": "120K"
      },
      "ads": [
        {
          "ad_name": "Result Lead - Kibi Case Study",
          "format": "Single Image",
          "intro_text": "We helped a D2C sports brand increase their Shopify conversion rate by 40% in 8 weeks.\n\nThe fix wasn't a redesign. It was a systematic CRO audit that identified 23 conversion blockers across their product pages, checkout flow, and mobile experience.\n\nIf your Shopify store converts below 2%, you're leaving revenue on the table.\n\nGet a free CRO audit and see exactly what's holding your store back.\n\n#ShopifyCRO #D2C #Ecommerce",
          "headline": "Free Shopify CRO Audit",
          "description": "Find your conversion blockers",
          "cta": "Learn More",
          "creative_brief": "Clean image showing a before/after conversion rate chart. Professional, data-driven aesthetic. Brand colors."
        }
      ],
      "lead_gen_form": {
        "form_name": "Free CRO Audit Request",
        "headline": "Get Your Free CRO Audit",
        "description": "We'll analyze your Shopify store and identify the top conversion blockers. No commitment required.",
        "fields": [
          { "field": "First name", "type": "auto-filled" },
          { "field": "Last name", "type": "auto-filled" },
          { "field": "Email", "type": "auto-filled" },
          { "field": "Company name", "type": "auto-filled" },
          { "field": "Store URL", "type": "custom_single_line" }
        ],
        "privacy_policy_url": "https://example.com/privacy",
        "thank_you_message": "Thanks! We'll send your CRO audit within 48 hours."
      },
      "budget_allocation": "40%"
    }
  ],
  "abm_campaign": {
    "note": "ABM mode not enabled. To build account-specific campaigns, provide a target account list and set abm_mode: true.",
    "abm_audience_requirements": {
      "minimum_company_list_size": 300,
      "recommended_tier_structure": "Tier 1 (top 50), Tier 2 (next 100), Tier 3 (remaining)"
    }
  },
  "testing_plan": {
    "initial_variants": "2-3 per campaign",
    "learning_period": "2 weeks (minimum 15 conversions per variant)",
    "optimization_cadence": "Every 5-7 days after learning period",
    "creative_refresh": "Every 4-6 weeks"
  },
  "projected_metrics": {
    "estimated_impressions": "30K-60K per month",
    "estimated_ctr": "0.5-1.2%",
    "estimated_cpc": "$5-10 USD",
    "estimated_cpl": "$30-60 USD",
    "estimated_monthly_leads": "33-66"
  }
}

Example Usage

Trigger phrases:

• "Build LinkedIn Ads for [business]"
• "LinkedIn lead gen campaign for [service]"
• "ABM campaign on LinkedIn for [account list]"
• "LinkedIn ads targeting [job titles] in [industry]"
• "Write LinkedIn ad copy for [offer]"

User: Build LinkedIn Ads for plasho.com targeting D2C ecommerce directors in India
Assistant: [reads config, builds job title + seniority + industry targeting, generates professional ad copy, recommends Single Image + Lead Gen Form, returns complete campaign blueprint]

User: LinkedIn ABM campaign for these 50 target accounts: [list]
Assistant: [tiers accounts by priority, builds account-list targeting with seniority layers, creates Conversation Ads for Tier 1, Single Image for Tier 2, returns ABM campaign structure]

User: Write LinkedIn ad copy for a Shopify CRO case study
Assistant: [generates 5 intro text variants, 5 headlines, 3 descriptions within LinkedIn char limits, recommends Document Ad format, returns formatted ad copy set]