LinkedIn Ads - Ad Creatives
TL;DR
Flow: LinkedIn personalized ad → segment landing (not 1:1) → deanonymize and score visit → if qualified, auto-generate + send a 1:1 microsite → book meetings.
Why: The ad earns the click. The landing captures intent signals. The 1:1 microsite arrives after - and converts.
Creatives: Build ad variants per segment (industry, role, pain, tier). Keep one pain per ad.
Turn lead scoring into the right creative
The Flow We Optimize For
Personalized ad → segment landing → visitor is deanonymized and scored → if qualified, auto-generate + send a 1:1 microsite via email/LinkedIn.
1) Segment from your score
Group prospects by industry, role, top pain, tier (A/B/C) and create a segment_key:
industry • role • pain • tier
2) Creative that matches the pain
Build 2-3 ad variants per segment (Image / Carousel / Doc / short Video) that speak one pain.
CTA goes to a fast, ungated "segment landing" (not 1:1). The page should mirror the ad promise and be built to tag, score, and qualify - not to close everything on the spot.
Segment landing anatomy:
Hero
Repeat their pain and promised outcome (same wording as ad).
3 Bullets
Tailored to the segment (industry/role).
1 Proof Tile
Peer logo or short metric.
Soft CTA
"See how teams like peer do it."
Pixel + Events
view_segment_landing, scroll_60, view_pricing, click_docs, watch_video, return_visit.
UTM Pattern
utm_campaign=segment_key and utm_content=format-version
3) Deanonymize & score on visit
Reverse-IP + firmographic enrichment (Vector/RB2B/etc.).
Signals that add score:
+30 ICP Match
Tier A account
+15 High-Intent Page
Pricing or use-case viewed
+10 Engagement
Dwell 90s+ or scroll 60%+
+15 Return Visit
Within 7 days
+10 Segment Match
Came from relevant segment_key
Signals that subtract:
-10 Quick Bounce
Left in under 10 seconds
-20 Non-ICP Industry
Wrong industry match
4) Trigger the 1:1 microsite
When Score Reaches Threshold (e.g., 45+)
Generate a microsite auto-filled with the segment's angle + enriched facts (industry, tech, size, geo, relevant peer logos).
If Email Known
Send the 1:1 microsite with a short, pain-first note.
If Email Unknown
Push to LinkedIn InMail/Sales Nav with a short blurb and link. Also add to retargeting.
The Key Insight
The ad convinces them to look. The page confirms fit + tags intent. The microsite arrives after - and feels inevitable.
5) Retargeting loops
30-90 Day Visitors
"Pick up where you left off."
Microsite Visitors
"Book a 20-min fit check."
Non-Qualified Visitors
Keep light-touch content (doc/video) to warm.
6) Creative frameworks
Image (Cost/Ops)
Headline: "Cut changeover time 28% at plants like peer" Primary: "Your industry team is drowning in manual checks. Here's the 1-page plan." CTA: See your plan
Carousel (Integrations/IT)
Tiles: Works with ERP → Real-time data → No rip-and-replace CTA: See it in your stack
Document Ad (Finance/ROI)
Title: "Industry ROI Plan: 90-Day Payback" (first page previews 3 line-items) CTA: Open the plan
Video (Speed/Sales)
Format: 45s: Pain → New way → One number → Soft CTA CTA: See the 2-week setup
7) Ops wiring (what to capture)
Events: view_segment_landing, scroll_60, watch_video, view_pricing, return_visit
Enrichment fields: industry, size, tech, geo
Trigger: lead_score ≥ X → generate_microsite() → send_email_or_inmail()
8) What to watch
Ad Performance
CTR, CPC, cost per segment-landing visit
ID Rate
Visit → deanonymized or matched to CRM
Microsite Sent Rate
Visit → microsite-sent rate
Microsite Engagement
Open/click rate on microsites
Meetings Booked
Per 100 microsites sent
North Star
Meetings per $1k media spend
9) Guardrails
Keep It Clean
Each ad = one pain. Do not mix angles.
Landing must mirror the exact ad promise within first 2 lines.
No gates on the segment landing - save gating for playbook docs you truly want to trade for an email.
Refresh creatives every 4-6 weeks to avoid fatigue.
Speed hack
Create the First Pass in One Afternoon
This keeps your no-1:1-click reality intact while leaning into what you actually do best: detect, score, and follow up with a perfectly-framed 1:1 microsite right when it matters.