LinkedIn Ads - Ad Creatives
TL;DR
Flow: LinkedIn personalized ad → segment landing (not 1:1) → deanonymize & 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.
Speed hack: Use an AI helper (e.g., Google "Pomelli"/Gemini) to batch-generate ad headlines, primary text, and image prompts, then paste into Sheets for rapid QA and upload.
Turn lead scoring into the right creative (and auto-follow with a 1:1 site)
Flow we optimize for:
Personalized ad → segment landing → visitor is deanonymized & scored → if qualified, auto-generate + send a 1:1 microsite via email/LI.
1) Segment from your score (same as before)
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 (ad → segment landing)
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 (quick build):
Hero: repeat their pain & 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 (to carry the segment to scoring):
utm_campaign={{segment_key}}&utm_content={{format}}-v{{n}}
3) Deanonymize & score on visit
Reverse-IP + firmographic enrichment (Vector/RB2B/etc.).
Signals that add score (examples):
ICP match / Tier A: +30
High-intent page (pricing/use-case): +15
Dwell ≥ 90s or scroll ≥ 60%: +10
Repeat visit within 7 days: +15
Came from segment_key="Ops • Downtime": +10
Signals that subtract:
Bounce < 10s: −10
Non-ICP industry: −20
4) Trigger the 1:1 microsite (follow-up, not the click)
When score ≥ 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 LI InMail/Sales Nav with a short blurb and link; also add to retargeting ("Your 90-day plan").
The ad convinces them to look. The page confirms fit + tags intent. The microsite arrives after—and feels inevitable.
5) Retargeting loops (from the same list)
30–90 day visitor audience: "Pick up where you left off."
Microsite visitors (opened link): "Book a 20-min fit check."
Non-qualified visitors: keep light-touch content (doc/video) to warm.
6) Creative frameworks (kept, CTA updated)
Image (Cost/Ops)
Headline: "Cut changeover time 28% at plants like {{peer_brand}}"
Primary: "Your {{industry}} team is drowning in manual checks. Here's the 1-page plan we'd run at {{company}}."
CTA → segment landing: See your plan
Carousel (Integrations/IT)
Tiles: Works with {{ERP}} → Real-time data → No rip-and-replace
CTA → segment landing: See it in your stack
Document Ad (Finance/ROI)
"{{Industry}} ROI Plan: 90-Day Payback" (first page previews 3 line-items)
CTA → segment landing: Open the plan
Video (Speed/Sales)
45s: Pain → New way → One number → Soft CTA
CTA → segment landing: See the 2-week setup
7) Ops wiring (what to capture)
UTMs: segment_key, format, variant
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 (for this flow)
CTR, CPC, cost per segment-landing visit
Visit→ID rate (deanonymized or matched to CRM)
Visit→microsite-sent rate
Microsite open/click rate
Meetings booked per 100 microsites sent
Meetings per $1k media (your north-star)
9) Guardrails
Each ad = one pain. Don't 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 (optional block you can add to the page)
Create the first pass in one afternoon:
Export scored segments to Google Sheets.
Use an AI helper (e.g., Google "Pomelli"/Gemini) to batch-generate: 5 headlines, 3 primary texts, 2 CTAs, and 1 visual prompt per segment_key.
Paste back into Sheets, pick winners, and export to Campaign Manager.
Spin up matching segment landings (template + dynamic text) and ship.
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.