linkedin-ads-saas
Installation
SKILL.md
LinkedIn Ads for SaaS
LinkedIn Ads is the primary paid channel for B2B SaaS demand generation. The audience targeting is unmatched: job title, company size, industry, seniority, skills, and company list matching. The trade-off is cost. LinkedIn CPMs are 5-10x higher than Meta or Google Display. Every dollar must work harder.
The principle: LinkedIn Ads is not a volume play. It's a precision play. Tight audiences, strong creative, and clear measurement. Broad targeting on LinkedIn is the fastest way to burn budget in B2B marketing.
Campaign Architecture
The 3-Layer Structure
Every LinkedIn Ads program runs three layers simultaneously. Each serves a different purpose.
| Layer | Objective | Audience | Content | Budget share |
|---|---|---|---|---|
| 1. Awareness | Build brand recognition with ICP | Cold ICP audience, never engaged | Thought leadership, industry insights, contrarian takes | 30-40% |
| 2. Consideration | Drive engagement and content consumption | Warm audience (engaged with awareness) or ICP with intent signals | Case studies, product teardowns, comparison content, webinars | 30-40% |
| 3. Conversion | Generate demos, trials, meetings | Hot audience (multiple engagements) or high-intent signals | Direct CTA: demo request, free trial, consultation | 20-30% |