LinkedIn Ads Auditor
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillslinkedin-adsSKILL.md
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# LinkedIn Ads Auditor
B2B advertising is different. Audit like it.
## Core Philosophy
**LinkedIn is not Meta.** Higher CPMs, smaller audiences, longer sales cycles. Stop comparing apples to oranges.
**The LinkedIn Paradox:** You'll pay more per lead, but if they're the right leads, you'll pay less per customer.
**The Three Truths of LinkedIn Ads:**
1. **Quality over quantity:** 10 right leads beat 100 wrong leads
2. **Targeting is the product:** LinkedIn's value is precision, not scale
3. **Patience pays:** B2B cycles are long, judge results over months, not days
---
## Required Context
### Must Have
**1. Campaign Overview**
- Campaign objectives (Lead Gen, Website Visits, Conversions)
- Monthly spend
- Leads generated
- Cost per lead (CPL)
**2. Targeting Setup**
- Job titles, functions, seniority targeted
- Company size, industry, company names
- Audience size
**3. Lead Quality Data**
- Lead-to-opportunity rate (if known)
- Lead-to-customer rate (if known)
- Feedback from sales team
### Strongly Recommended
**4. Ad Performance**
- Ad format (Single Image, Carousel, Video, etc.)
- CTR by ad
- Engagement metrics
- Frequency
**5. Campaign Type Details**
- Lead Gen Forms vs. Website Conversions
- Form fields used
- Offer/asset being promoted
### Nice to Have
- Historical performance trends
- Competitor context
- Sales cycle length
- Customer lifetime value (LTV)
---
## LinkedIn Ads Audit Framework
### Level 1: Efficiency Benchmarks
**Illustrative LinkedIn CPL Ranges by Industry (validate against your own data):**
| Industry | Low CPL | Average CPL | High CPL |
|----------|---------|-------------|----------|
| SaaS/Technology | $50 | $80-120 | $150+ |
| Financial Services | $80 | $120-180 | $250+ |
| Professional Services | $40 | $70-100 | $150+ |
| Manufacturing | $60 | $90-140 | $200+ |
| Healthcare | $70 | $100-150 | $200+ |
| Education | $30 | $50-80 | $120+ |
**Other Key Benchmarks:**
| Metric | Poor | Average | Good | Excellent |
|--------|------|---------|------|-----------|
| CTR (Sponsored Content) | <0.35% | 0.35-0.50% | 0.50-0.80% | >0.80% |
| CTR (Lead Gen Forms) | <0.50% | 0.50-0.80% | 0.80-1.2% | >1.2% |
| Form Completion Rate | <15% | 15-25% | 25-40% | >40% |
| Engagement Rate | <0.30% | 0.30-0.50% | 0.50-0.70% | >0.70% |
---
### Level 2: Targeting Audit
**Audience Size Sweet Spot:**
| Audience Size | Assessment | Recommendation |
|---------------|------------|----------------|
| <10,000 | Too narrow | Expand criteria |
| 10,000-50,000 | Niche but viable | Good for ABM |
| 50,000-300,000 | Optimal | Best balance |
| 300,000-1,000,000 | Broad | Consider segmenting |
| >1,000,000 | Very broad | Likely inefficient |
**Targeting Criteria Audit:**
| Criteria | Strength | Cost Impact |
|----------|----------|-------------|
| Job Title (exact) | High precision | Higher CPM |
| Job Function | Medium precision | Medium CPM |
| Seniority + Function | Good balance | Medium-High CPM |
| Company Name (ABM) | Highest precision | Highest CPM |
| Industry only | Low precision | Lower CPM |
| Skills | Variable | Lower CPM |
**Common Targeting Mistakes:**
| Mistake | Impact | Fix |
|---------|--------|-----|
| Too many titles | Dilutes message | 5-10 titles max |
| No seniority filter | Reaches non-decision-makers | Add seniority |
| Too broad geography | Wastes budget | Focus on high-value regions |
| Overlapping audiences | Self-competition | Exclusion strategy |
| Company size too broad | Irrelevant leads | Define ICP tightly |
---
### Level 3: Lead Quality Analysis
**Lead Quality Framework:**
```
LEAD QUALITY SCORE = (Lead-to-Opp Rate × 0.5) +
(Title Match Rate × 0.3) +
(Company Fit Rate × 0.2)
```
**Quality Tiers:**
| Tier | Lead-to-Opp | Assessment |
|------|-------------|------------|
| A | >20% | Excellent targeting |
| B | 10-20% | Good, optimize edges |
| C | 5-10% | Needs improvement |
| D | <5% | Targeting problem |
**Lead Quality Issues and Causes:**
| Symptom | Likely Cause | Solution |
|---------|--------------|----------|
| Low title match | Targeting too broad | Tighten job titles |
| Wrong company size | No size filter | Add company size |
| Wrong industry | Industry too broad | Refine industries |
| Students/interns | No seniority filter | Exclude entry-level |
| Competitors | No exclusions | Exclude competitor domains |
---
### Level 4: Campaign Structure Audit
**Campaign Type Assessment:**
| Type | Best For | Expected CPL |
|------|----------|--------------|
| Lead Gen Forms | Lower-commitment offers | Lower CPL, lower quality |
| Website Conversions | High-intent offers | Higher CPL, higher quality |
| Conversation Ads | Personal outreach | Variable |
| Document Ads | Content download | Lower CPL |
| Event Ads | Webinar/event registration | Medium CPL |
**Lead Gen Form Optimization:**
| Form Fields | Form Completion Rate | Recommendation |
|-------------|---------------------|----------------|
| 3-4 fields | 30-40% | Optimal |
| 5-6 fields | 20-30% | Acceptable |
| 7+ fields | <20% | Too long |
**Recommended Fields:**
- Always: Name, Email, Company, Job Title
- Optional: Phone (lowers completion 10-15%)
- Custom: 1 qualifying question max
---
### Level 5: Creative Audit
**Ad Format Performance (LinkedIn Averages):**
| Format | Avg CTR | Best For |
|--------|---------|----------|
| Single Image | 0.40-0.50% | Brand awareness, simple offers |
| Carousel | 0.50-0.70% | Multiple products, storytelling |
| Video | 0.35-0.45% | Brand, complex messages |
| Document | 0.60-0.80% | Content offers, thought leadership |
| Conversation | Variable | Personalized outreach |
**Creative Best Practices Checklist:**
| Element | Best Practice | Common Mistake |
|---------|---------------|----------------|
| Image | Professional, not stock-y | Generic stock photos |
| Headline | Benefit-focused, <150 char | Feature-focused |
| Body | Clear CTA, credibility | Too long, no CTA |
| CTA Button | Match intent | Mismatched CTA |
| Logo | Clear, properly sized | Blurry or cut off |
---
### Level 6: Budget & Bidding Audit
**Budget Guidelines:**
| Audience Size | Min Daily Budget | Recommended |
|---------------|------------------|-------------|
| <50K | $50 | $75-100 |
| 50K-200K | $75 | $100-150 |
| 200K-500K | $100 | $150-250 |
| >500K | $150 | $250+ |
**Bidding Strategy Assessment:**
| Strategy | When to Use | Risk |
|----------|-------------|------|
| Maximum Delivery | Getting started, testing | Overpay for impressions |
| Cost Cap | Controlling costs | May underdeliver |
| Manual CPC | Experienced advertisers | Requires active management |
---
## Output Format
### LinkedIn Ads Audit Report
```
═══════════════════════════════════════════════════════════════
LINKEDIN ADS AUDIT
Account: [Account Name]
Audit Period: [Date Range]
Total Spend: $[X] | Leads: [X] | CPL: $[X]
Overall Health: [HEALTHY/NEEDS WORK/CRITICAL]
═══════════════════════════════════════════════════════════════
```
---
### Executive Summary
**Performance vs. Benchmarks:**
| Metric | Your Value | Benchmark | Status |
|--------|------------|-----------|--------|
| CPL | $[X] | $[X] (industry avg) | [Above/Below] |
| CTR | [X]% | [X]% | [Above/Below] |
| Lead-to-Opp | [X]% | [X]% | [Above/Below] |
| Form Completion | [X]% | [X]% | [Above/Below] |
**Top 3 Issues:**
1. [Issue] - [Impact]
2. [Issue] - [Impact]
3. [Issue] - [Impact]
**Top 3 Opportunities:**
1. [Opportunity] - [Potential impact]
2. [Opportunity] - [Potential impact]
3. [Opportunity] - [Potential impact]
---
### Campaign Performance Breakdown
**By Campaign:**
| Campaign | Spend | Leads | CPL | CTR | Quality | Status |
|----------|-------|-------|-----|-----|---------|--------|
| [Name] | $[X] | [X] | $[X] | [X]% | [A/B/C/D] | [Status] |
**Campaign Health Tiers:**
| Tier | Campaigns | Action |
|------|-----------|--------|
| Scale | [Names] | Increase budget |
| Optimize | [Names] | Improve targeting/creative |
| Fix | [Names] | Major changes needed |
| Pause | [Names] | Consider stopping |
---
### Targeting Audit
**Current Targeting Assessment:**
| Criteria | Setting | Assessment | Recommendation |
|----------|---------|------------|----------------|
| Job Titles | [List] | [Assessment] | [Recommendation] |
| Job Functions | [List] | [Assessment] | [Recommendation] |
| Seniority | [List] | [Assessment] | [Recommendation] |
| Company Size | [Range] | [Assessment] | [Recommendation] |
| Industries | [List] | [Assessment] | [Recommendation] |
| Geography | [Regions] | [Assessment] | [Recommendation] |
**Audience Size:**
- Current: [X]
- Optimal range: [X-Y]
- Status: [Too narrow/Optimal/Too broad]
**Targeting Recommendations:**
1. [Specific recommendation]
2. [Specific recommendation]
3. [Specific recommendation]
---
### Lead Quality Analysis
**Quality Metrics:**
| Metric | Value | Benchmark | Status |
|--------|-------|-----------|--------|
| Lead-to-Opportunity Rate | [X]% | 10-15% | [Status] |
| Title Match Rate | [X]% | >80% | [Status] |
| Company Fit Rate | [X]% | >70% | [Status] |
**Lead Quality Score: [X]/100**
**Quality Issues Identified:**
| Issue | Evidence | Solution |
|-------|----------|----------|
| [Issue] | [Data/feedback] | [Solution] |
**Sales Team Feedback Integration:**
- [Feedback point and how to address]
---
### Creative Audit
**Ad Performance:**
| Ad | Format | Impressions | CTR | Leads | CPL | Status |
|----|--------|-------------|-----|-------|-----|--------|
| [Name] | [Format] | [X] | [X]% | [X] | $[X] | [Status] |
**Creative Assessment:**
| Element | Current | Assessment | Improvement |
|---------|---------|------------|-------------|
| Headlines | [Description] | [Score/10] | [Recommendation] |
| Images | [Description] | [Score/10] | [Recommendation] |
| Body Copy | [Description] | [Score/10] | [Recommendation] |
| CTA | [Description] | [Score/10] | [Recommendation] |
**Format Recommendations:**
- [Format recommendation based on goals]
---
### Lead Gen Form Audit
**Current Form:**
- Fields: [List of fields]
- Completion Rate: [X]%
- Benchmark: [X]%
**Form Assessment:**
| Field | Necessary? | Impact on Completion |
|-------|------------|---------------------|
| [Field] | [Yes/No/Maybe] | [Low/Medium/High] |
**Recommendations:**
- [Field to add/remove/modify]
---
### Budget & Bidding Audit
**Budget Efficiency:**
| Campaign | Budget | Spend | Utilization | CPL | Assessment |
|----------|--------|-------|-------------|-----|------------|
| [Name] | $[X] | $[X] | [X]% | $[X] | [Assessment] |
**Bidding Assessment:**
- Current strategy: [Strategy]
- Recommendation: [Recommendation]
---
### Cost Per Lead Economics
**True Cost Analysis:**
```
CPL: $[X]
Lead-to-Opportunity: [X]%
Cost per Opportunity: $[X]
Opportunity-to-Customer: [X]%
Cost per Customer (CAC): $[X]
Customer LTV: $[X]
LTV:CAC Ratio: [X]:1
```
**Assessment:** [Is LinkedIn profitable at current efficiency?]
**Break-Even Analysis:**
- At $[X] CPL, you need [X]% lead-to-customer to break even
- Current performance: [Above/Below] break-even
---
### Action Plan
**Immediate (This Week):**
1. [ ] [High-priority action]
2. [ ] [High-priority action]
3. [ ] [High-priority action]
**Short-Term (Next 2-4 Weeks):**
1. [ ] [Action]
2. [ ] [Action]
3. [ ] [Action]
**Medium-Term (Next 1-2 Months):**
1. [ ] [Action]
2. [ ] [Action]
**Expected Impact:**
- CPL reduction: [X]%
- Lead quality improvement: [X]%
- Projected cost per customer: $[X]
---
### Monitoring Framework
**Weekly Tracking:**
- [ ] CPL by campaign
- [ ] CTR trends
- [ ] Frequency (avoid fatigue)
- [ ] Budget utilization
**Monthly Tracking:**
- [ ] Lead-to-opportunity rate
- [ ] Lead quality feedback from sales
- [ ] Audience saturation (is reach declining?)
**Red Flags:**
- CPL increases >20% week-over-week
- CTR drops below 0.30%
- Frequency exceeds 5 in 30 days
- Lead quality complaints from sales
---
## Common LinkedIn Ads Problems
### Problem 1: High CPL, Decent Quality
**Cause:** Often a creative or targeting breadth issue
**Solutions:**
- Test more ad variations
- Broaden audience slightly (if <50K)
- Test Lead Gen Forms vs. Website Conversions
- Check bid strategy isn't too conservative
### Problem 2: Low CPL, Poor Quality
**Cause:** Targeting too broad or wrong offer
**Solutions:**
- Tighten seniority filters
- Add company size restrictions
- Review form fields (too few?)
- Check title matching in leads
### Problem 3: Low Delivery/Impressions
**Cause:** Audience too small or budget too low
**Solutions:**
- Expand targeting criteria
- Increase daily budget
- Check bid caps aren't too low
- Reduce frequency cap if set
### Problem 4: High CTR, Low Conversion
**Cause:** Ad-to-landing page mismatch or targeting
**Solutions:**
- Audit landing page experience
- Check message match
- Review mobile experience
- Qualify harder in targeting
---
## Limitations
**I can provide:**
- Campaign efficiency analysis
- Targeting recommendations
- Creative assessment
- Lead quality framework
- Budget optimization
**I cannot provide:**
- Competitor intelligence
- Creative design
- Landing page optimization
- CRM integration analysis
**For better audits, provide:**
- Lead-to-opportunity data from CRM
- Sales team feedback on lead quality
- Landing page performance
- Historical trends (3+ months)
---
## Quality Checklist
Before delivering audit:
- [ ] All campaigns assessed
- [ ] Benchmarks appropriate for industry
- [ ] Lead quality addressed (not just CPL)
- [ ] Targeting recommendations are specific
- [ ] Creative feedback is actionable
- [ ] Budget recommendations are realistic
- [ ] Economics (CPL to CAC) calculated if data available
- [ ] Action plan is prioritized
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# How to Use This Skill
Hey Claude, I just added the "linkedin-ads-auditor" skill. Can you audit my LinkedIn Ads and tell me why my CPL is so high?
## Example Invocations
**Example 1: Full LinkedIn Audit**
Hey Claude, I just added the "linkedin-ads-auditor" skill. Here's all my LinkedIn Ads data including campaigns, targeting, and lead quality feedback from sales. Give me a full audit.
**Example 2: CPL Troubleshooting**
Hey Claude, I just added the "linkedin-ads-auditor" skill. My LinkedIn CPL is $180 which seems high. Here's my setup, is this normal and how do I reduce it?
**Example 3: Lead Quality Review**
Hey Claude, I just added the "linkedin-ads-auditor" skill. We're getting leads from LinkedIn but sales says they're not qualified. Here's our targeting and lead data, what's wrong?
**Example 4: Targeting Optimization**
Hey Claude, I just added the "linkedin-ads-auditor" skill. I'm not sure if my LinkedIn targeting is right for B2B SaaS. Here's what I have, review and recommend changes.
**Example 5: Campaign Structure Review**
Hey Claude, I just added the "linkedin-ads-auditor" skill. I'm running 5 LinkedIn campaigns and not sure if the structure makes sense. Here's the setup, how should I reorganize?
## What to Provide
**Required:**
- Campaign names and objectives
- Monthly spend and leads generated
- Cost per lead (CPL)
- Targeting criteria (job titles, seniority, company size, industries)
- Audience sizes
**Highly Recommended:**
- Lead-to-opportunity rate (or sales feedback on quality)
- CTR and other ad metrics
- Ad formats and creative descriptions
- Lead gen form fields (if using)
**Optional:**
- Historical performance trends
- Landing page conversion rates
- Customer lifetime value (LTV)
- Industry/competitor context
## What You'll Get
1. **Benchmark Comparison** - How you stack up against industry averages
2. **Targeting Audit** - Is your targeting too broad, too narrow, or wrong?
3. **Lead Quality Analysis** - Quality scoring and improvement recommendations
4. **Creative Assessment** - Which ads are working and why
5. **Form Optimization** - If using Lead Gen Forms, field recommendations
6. **Economics Analysis** - CPL to CAC calculation and break-even analysis
7. **Action Plan** - Prioritized improvements
## Pro Tips
- LinkedIn CPLs are higher than Meta/Google, that's normal for B2B
- Lead quality matters more than CPL, a $150 lead that closes beats a $50 lead that doesn't
- Audience size sweet spot is 50K-300K
- Lead Gen Forms have lower CPL but often lower quality than website conversions
- Seniority filters are crucial, Manager+ if targeting decision-makers
- Frequency matters on LinkedIn, small audiences fatigue fast
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{
"account_overview": {
"company": "B2B SaaS - Sales Enablement Platform",
"target_customer": "VP Sales, Sales Directors, Revenue Leaders at mid-market companies",
"deal_size": "$25,000 ACV",
"sales_cycle": "60-90 days",
"monthly_linkedin_budget": 15000
},
"performance_summary": {
"period": "Last 30 days",
"total_spend": 14200,
"total_leads": 82,
"average_cpl": 173.17,
"total_impressions": 485000,
"total_clicks": 2180,
"overall_ctr": 0.45
},
"campaigns": [
{
"name": "Demand Gen - Ebook Download",
"objective": "Lead Generation",
"format": "Lead Gen Form",
"spend": 5500,
"impressions": 195000,
"clicks": 920,
"ctr": 0.47,
"leads": 48,
"cpl": 114.58,
"form_completion_rate": 32,
"form_fields": [
"First Name",
"Last Name",
"Email",
"Company",
"Job Title",
"Phone"
],
"offer": "Ebook: '10 Ways to Increase Sales Productivity'"
},
{
"name": "Demand Gen - Webinar Registration",
"objective": "Lead Generation",
"format": "Lead Gen Form",
"spend": 4200,
"impressions": 145000,
"clicks": 680,
"ctr": 0.47,
"leads": 22,
"cpl": 190.91,
"form_completion_rate": 24,
"form_fields": [
"First Name",
"Last Name",
"Email",
"Company",
"Job Title",
"Phone",
"Company Size"
],
"offer": "Live Webinar: 'Scaling Your Sales Team in 2025'"
},
{
"name": "ABM - Target Accounts",
"objective": "Website Visits",
"format": "Single Image",
"spend": 2800,
"impressions": 85000,
"clicks": 380,
"ctr": 0.45,
"leads": 8,
"cpl": 350,
"offer": "Demo Request",
"notes": "Driving to website landing page, not Lead Gen Form"
},
{
"name": "Retargeting - Website Visitors",
"objective": "Lead Generation",
"format": "Carousel",
"spend": 1700,
"impressions": 60000,
"clicks": 200,
"ctr": 0.33,
"leads": 4,
"cpl": 425,
"form_completion_rate": 18,
"form_fields": [
"First Name",
"Last Name",
"Email",
"Company",
"Job Title",
"Phone",
"What's your biggest sales challenge?"
],
"offer": "Free Consultation"
}
],
"targeting": {
"campaign_1_ebook": {
"job_titles": [
"VP Sales",
"Director of Sales",
"Head of Sales",
"Chief Revenue Officer",
"Sales Manager",
"Account Executive",
"SDR Manager",
"Sales Operations"
],
"job_functions": [
"Sales"
],
"seniority": [
"Manager",
"Director",
"VP",
"CXO"
],
"company_size": [
"51-200",
"201-500",
"501-1000",
"1001-5000"
],
"industries": [
"Computer Software",
"Information Technology",
"Financial Services",
"Professional Services"
],
"geography": "United States",
"audience_size": 420000
},
"campaign_2_webinar": {
"job_titles": [
"VP Sales",
"Director of Sales",
"Chief Revenue Officer",
"Sales Manager"
],
"job_functions": [
"Sales"
],
"seniority": [
"Director",
"VP",
"CXO"
],
"company_size": [
"201-500",
"501-1000",
"1001-5000"
],
"industries": [
"Computer Software",
"Information Technology"
],
"geography": "United States",
"audience_size": 145000
},
"campaign_3_abm": {
"company_names": "[List of 150 target accounts]",
"job_titles": [
"VP Sales",
"Director of Sales",
"Chief Revenue Officer"
],
"seniority": [
"Director",
"VP",
"CXO"
],
"audience_size": 12000
},
"campaign_4_retargeting": {
"audience": "Website visitors - last 90 days",
"layered_with": "Job Function: Sales, Seniority: Manager+",
"audience_size": 8500
}
},
"lead_quality_data": {
"total_leads_30_days": 82,
"leads_contacted": 75,
"leads_qualified_mql": 28,
"leads_to_opportunity": 12,
"lead_to_opp_rate": "14.6%",
"opportunities_to_customer": 2,
"sales_feedback": [
"Ebook leads are often junior - AEs and SDRs, not decision makers",
"Webinar leads are better qualified but fewer",
"ABM leads are excellent but very few",
"Some leads have wrong company size (too small)"
],
"title_match_rate": "65%",
"company_fit_rate": "72%"
},
"creative_details": {
"campaign_1_ebook": {
"format": "Single Image",
"headline": "Download Our Free Ebook",
"body": "Learn 10 proven strategies to boost your team's sales productivity. Download the ebook now.",
"image": "Stock image of people in meeting",
"cta_button": "Download"
},
"campaign_2_webinar": {
"format": "Single Image",
"headline": "Join Our Live Webinar",
"body": "Discover how leading sales teams are scaling in 2025. Limited spots available.",
"image": "Speaker headshot with webinar title overlay",
"cta_button": "Register"
},
"campaign_3_abm": {
"format": "Single Image",
"headline": "Built for Sales Teams Like Yours",
"body": "See how [Company Name] helps sales teams close 30% more deals.",
"image": "Product screenshot",
"cta_button": "Request Demo"
},
"campaign_4_retargeting": {
"format": "Carousel",
"headline": "Still Exploring Sales Enablement?",
"body": "Here's why 500+ teams chose us.",
"images": "4 slides: feature 1, feature 2, testimonial, CTA",
"cta_button": "Book a Call"
}
},
"historical_context": {
"avg_cpl_last_quarter": 155,
"current_cpl": 173,
"trend": "CPL increasing 12% over last quarter",
"frequency_last_30_days": 3.8
}
}
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{
"summary": {
"overall_health": "NEEDS WORK",
"total_spend": 14200,
"total_leads": 82,
"average_cpl": 173.17,
"lead_to_opportunity": "14.6%",
"cost_per_opportunity": 1183.33,
"primary_issues": [
"Ebook campaign targeting includes junior titles (AEs, SDRs) inflating lead volume but hurting quality",
"Lead Gen Form fields too long on Webinar (7 fields) and Retargeting (7 fields + custom question)",
"Retargeting audience too small (8.5K) with high frequency, causing fatigue and $425 CPL",
"ABM campaign has good quality but website conversion path is inefficient vs Lead Gen Form"
],
"projected_improvement": "30% CPL reduction, 25% quality improvement achievable"
},
"benchmark_comparison": {
"industry": "B2B SaaS",
"metrics": {
"cpl": {
"your_value": 173.17,
"benchmark_low": 80,
"benchmark_avg": 100,
"benchmark_high": 150,
"status": "ABOVE AVERAGE",
"note": "Higher than typical, but lead quality matters more"
},
"ctr": {
"your_value": 0.45,
"benchmark": 0.5,
"status": "SLIGHTLY BELOW",
"note": "Room for creative improvement"
},
"form_completion": {
"campaign_1": {
"value": 32,
"benchmark": 30,
"status": "GOOD"
},
"campaign_2": {
"value": 24,
"benchmark": 30,
"status": "BELOW - form too long"
},
"campaign_4": {
"value": 18,
"benchmark": 30,
"status": "POOR - form too long"
}
},
"lead_to_opportunity": {
"your_value": 14.6,
"benchmark": 15,
"status": "ACCEPTABLE",
"note": "At benchmark, but targeting fixes could improve"
}
}
},
"campaign_analysis": {
"tier_ranking": {
"optimize": [
{
"campaign": "Demand Gen - Ebook Download",
"spend": 5500,
"cpl": 114.58,
"lead_to_opp": "~12% (estimated lower than avg)",
"assessment": "Lowest CPL but quality issues. Junior titles diluting pool.",
"priority_fixes": [
"Remove AE, SDR, SDR Manager from targeting",
"Keep Manager+ seniority only"
]
},
{
"campaign": "Demand Gen - Webinar Registration",
"spend": 4200,
"cpl": 190.91,
"lead_to_opp": "~18% (estimated higher than avg)",
"assessment": "Higher quality leads but CPL elevated by 7-field form.",
"priority_fixes": [
"Remove Phone field",
"Remove Company Size field (get from LinkedIn data)"
]
}
],
"fix": [
{
"campaign": "ABM - Target Accounts",
"spend": 2800,
"cpl": 350,
"lead_to_opp": "~30%+ (best quality)",
"assessment": "Best lead quality but inefficient path. Website conversion losing people.",
"priority_fixes": [
"Switch to Lead Gen Form",
"Pre-qualify with 1 custom question instead of full website form"
]
},
{
"campaign": "Retargeting - Website Visitors",
"spend": 1700,
"cpl": 425,
"lead_to_opp": "Variable",
"assessment": "Small audience (8.5K) exhausted. Frequency 3.8 causing fatigue. 7-field form with custom question killing completion.",
"priority_fixes": [
"Expand audience to 30-90 day visitors + engagers",
"Reduce form to 4-5 fields",
"Add frequency cap"
]
}
]
}
},
"targeting_audit": {
"campaign_1_ebook": {
"current_audience_size": 420000,
"assessment": "TOO BROAD",
"issues": [
{
"issue": "Includes junior titles",
"details": "Account Executive, SDR Manager are not decision-makers for $25K ACV purchase",
"impact": "Sales feedback confirms these leads don't convert",
"fix": "Remove: Account Executive, SDR Manager"
},
{
"issue": "Company size too broad",
"details": "51-200 employees may be too small for $25K ACV product",
"impact": "72% company fit rate indicates 28% wrong size",
"fix": "Consider starting at 201+ employees"
}
],
"recommended_targeting": {
"job_titles": [
"VP Sales",
"Director of Sales",
"Head of Sales",
"Chief Revenue Officer",
"Sales Manager"
],
"seniority": [
"Manager",
"Director",
"VP",
"CXO"
],
"company_size": [
"201-500",
"501-1000",
"1001-5000"
],
"keep": [
"Industries",
"Geography"
],
"estimated_new_audience": 180000,
"expected_impact": "CPL may increase 10-15%, but quality significantly better"
}
},
"campaign_2_webinar": {
"current_audience_size": 145000,
"assessment": "GOOD - well targeted",
"issues": [
{
"issue": "Could test broader industries",
"details": "Currently only Software and IT, but your ICP includes Financial Services and Professional Services",
"fix": "Consider adding FS and PS to test"
}
],
"recommended_targeting": "Keep current, test industry expansion"
},
"campaign_3_abm": {
"current_audience_size": 12000,
"assessment": "APPROPRIATE for ABM",
"issues": [
{
"issue": "None with targeting",
"details": "150 accounts with senior titles is correct ABM approach"
}
],
"note": "Issue is campaign setup (website vs Lead Gen Form), not targeting"
},
"campaign_4_retargeting": {
"current_audience_size": 8500,
"assessment": "TOO SMALL - causing fatigue",
"issues": [
{
"issue": "Audience exhaustion",
"details": "8,500 audience with 60K impressions = frequency 7+ to same people",
"impact": "Ad fatigue, declining CTR (0.33%), high CPL ($425)"
}
],
"recommended_targeting": {
"expand_to": "180-day website visitors + LinkedIn page engagers + ad engagers",
"estimated_new_audience": 25000,
"expected_impact": "Lower frequency, improved efficiency"
}
}
},
"lead_quality_analysis": {
"quality_score": 62,
"quality_tier": "C",
"metrics": {
"lead_to_opportunity": {
"value": "14.6%",
"benchmark": "15%",
"status": "ACCEPTABLE"
},
"title_match_rate": {
"value": "65%",
"benchmark": "80%",
"status": "BELOW - targeting too broad"
},
"company_fit_rate": {
"value": "72%",
"benchmark": "75%",
"status": "ACCEPTABLE"
}
},
"quality_issues": [
{
"issue": "Junior titles in ebook leads",
"evidence": "Sales feedback: 'often junior - AEs and SDRs'",
"solution": "Remove non-decision-maker titles from targeting"
},
{
"issue": "Wrong company size",
"evidence": "Sales feedback: 'wrong company size (too small)'",
"solution": "Tighten company size to 201+ employees"
}
],
"quality_improvement_plan": [
"Fix ebook targeting → Expected title match improvement: 65% → 80%",
"Tighten company size → Expected company fit improvement: 72% → 85%",
"Projected lead-to-opp improvement: 14.6% → 20%+"
]
},
"creative_audit": {
"overall_assessment": "NEEDS IMPROVEMENT - generic copy, stock imagery",
"by_campaign": {
"campaign_1_ebook": {
"score": 5,
"issues": [
{
"element": "Headline",
"issue": "'Download Our Free Ebook' is generic",
"fix": "Lead with benefit: 'Boost Sales Productivity 30%'"
},
{
"element": "Image",
"issue": "Stock 'people in meeting' is overused",
"fix": "Use data visualization, product screenshot, or custom graphic"
},
{
"element": "Body",
"issue": "Feature-focused, not outcome-focused",
"fix": "Lead with result: 'Teams using these strategies close 30% more deals'"
}
]
},
"campaign_2_webinar": {
"score": 6,
"issues": [
{
"element": "Headline",
"issue": "'Join Our Live Webinar' doesn't convey value",
"fix": "'Scale Your Sales Team Without Burning Out'"
},
{
"element": "Image",
"issue": "Speaker headshot is good",
"status": "Keep"
},
{
"element": "Body",
"issue": "'Limited spots' urgency is good",
"status": "Keep"
}
]
},
"campaign_3_abm": {
"score": 7,
"issues": [
{
"element": "All",
"status": "Solid ABM creative",
"note": "Product screenshot and specific claim work well"
}
]
},
"campaign_4_retargeting": {
"score": 6,
"issues": [
{
"element": "Format",
"issue": "Carousel is good for retargeting",
"status": "Keep"
},
{
"element": "Slides",
"issue": "Testimonial slide is strong",
"fix": "Lead with testimonial, not features"
}
]
}
},
"format_recommendations": [
"Test Document Ads for ebook - typically higher engagement",
"Test Video for webinar promotion - convey energy of live event",
"Keep Carousel for retargeting - multiple messages work well"
]
},
"lead_gen_form_audit": {
"campaign_1_ebook": {
"fields": 6,
"completion_rate": 32,
"assessment": "ACCEPTABLE",
"recommendation": "Consider removing Phone to increase completion 5-10%",
"note": "If sales needs Phone, keep it"
},
"campaign_2_webinar": {
"fields": 7,
"completion_rate": 24,
"assessment": "TOO LONG",
"recommendation": "Remove Company Size (LinkedIn provides this), remove Phone unless essential",
"expected_improvement": "24% → 32%+ completion"
},
"campaign_4_retargeting": {
"fields": "7 + custom question",
"completion_rate": 18,
"assessment": "TOO LONG",
"recommendation": "Remove custom question, reduce to 4-5 fields (Name, Email, Company, Title)",
"expected_improvement": "18% → 30%+ completion"
}
},
"economics_analysis": {
"current_state": {
"average_cpl": 173.17,
"lead_to_opportunity": "14.6%",
"cost_per_opportunity": 1186.1,
"opportunity_to_customer": "16.7% (2/12)",
"cost_per_customer_cac": 7100,
"customer_ltv": 25000,
"ltv_cac_ratio": "3.5:1"
},
"assessment": "PROFITABLE but improvable",
"analysis": "At 3.5:1 LTV:CAC, LinkedIn is profitable. However, improving lead quality could significantly improve unit economics.",
"projected_with_improvements": {
"projected_cpl": 145,
"projected_lead_to_opp": "20%",
"projected_cost_per_opportunity": 725,
"projected_cac": 4350,
"projected_ltv_cac": "5.7:1",
"improvement": "+63% efficiency"
}
},
"action_plan": {
"immediate_this_week": [
{
"priority": 1,
"action": "Remove junior titles from Ebook campaign targeting",
"details": "Remove: Account Executive, SDR Manager. Keep: VP, Director, Head of, CRO, Sales Manager",
"expected_impact": "Title match rate 65% → 80%"
},
{
"priority": 2,
"action": "Shorten Retargeting Lead Gen Form",
"details": "Remove custom question, reduce to 5 fields max",
"expected_impact": "Completion rate 18% → 30%"
},
{
"priority": 3,
"action": "Add frequency cap to Retargeting campaign",
"details": "Set 2 impressions per week cap",
"expected_impact": "Reduce fatigue, improve CTR"
}
],
"short_term_next_2_weeks": [
{
"action": "Expand Retargeting audience",
"details": "Add: 180-day visitors, LinkedIn page followers, ad engagers",
"expected_impact": "Audience 8.5K → 25K+, reduced frequency"
},
{
"action": "Switch ABM campaign to Lead Gen Form",
"details": "Create simple 4-field form with 1 qualifying question",
"expected_impact": "CPL $350 → $200, maintain quality"
},
{
"action": "Shorten Webinar form",
"details": "Remove Company Size and Phone fields",
"expected_impact": "Completion 24% → 32%"
}
],
"medium_term_next_month": [
{
"action": "Test new Ebook creative",
"details": "Benefit-focused headline, custom graphic instead of stock",
"expected_impact": "CTR improvement 0.47% → 0.60%"
},
{
"action": "Tighten company size across campaigns",
"details": "Test 201+ employees minimum",
"expected_impact": "Company fit rate 72% → 85%"
},
{
"action": "Test Document Ad format for Ebook",
"details": "Use LinkedIn's native document ad for ebook preview",
"expected_impact": "Higher engagement, potentially lower CPL"
}
]
},
"monitoring_framework": {
"weekly_tracking": [
"CPL by campaign",
"CTR trends",
"Form completion rates",
"Frequency by campaign"
],
"bi_weekly_tracking": [
"Lead quality feedback from sales",
"Title match rate from CRM",
"Lead-to-opportunity progress"
],
"red_flags": [
"CPL increases >15% in a week",
"CTR drops below 0.35%",
"Frequency exceeds 4 in 30 days",
"Form completion drops below 20%"
],
"success_criteria_30_days": [
"Blended CPL below $150",
"Title match rate above 75%",
"Lead-to-opportunity rate above 18%",
"Retargeting CPL below $300"
]
}
}
ReadyLinkedIn Ads Auditor
MarkdownUTF-8