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海外广告投放 · LinkedIn Ads

LinkedIn Ads 投放 Skill

为 B2B 获客设计 LinkedIn 广告目标、受众、素材、表单和预算结构。

结合职位、职能、公司规模和行业进行专业受众定位，覆盖 Sponsored Content、Lead Gen Forms 与消息广告。

WHAT IT SOLVES

解决的营销问题

为 B2B 获客设计 LinkedIn 广告目标、受众、素材、表单和预算结构

为 B2B 获客设计 LinkedIn 广告目标、受众、素材、表单和预算结构。跑完你拿到的是Campaign group、Campaign、Ad set 和 Ads 的账户结构，中间一共 7 步。

最适合的真实场景

  • 01

    B2B 产品需要精准触达特定职位、职能、资历或目标公司中的采购委员会。

  • 02

    企业使用白皮书、行业报告或 Webinar，通过 LinkedIn Lead Gen Forms 收集线索。

  • 03

    ABM 团队希望上传公司名单或联系人名单，并结合 Insight Tag 做再营销。

  • 04

    品牌希望放大高质量成员帖子、文档、文章、Newsletter 或 LinkedIn Event。

  • 05

    销售团队需要把表单线索同步 CRM，并明确下一步跟进和来源归因。

  • 06

    已有活动成本偏高，需要重新检查目标、受众大小、排除、创意和页面匹配。

你要先准备的资料

  • LinkedIn Page、Campaign Manager 和账单权限。
  • 目标职位、职能、资历、公司、行业或 ABM 名单。
  • 活动目标、Offer、预算、排期和适用广告形式。
  • 文档、图片、视频、成员帖子或消息等合规素材。
  • Insight Tag、UTM、CRM 或 Lead Gen Form 线索路由条件。

跑完你会拿到什么

  • Campaign group、Campaign、Ad set 和 Ads 的账户结构。
  • 职位、公司、技能、名单、再营销和排除组成的受众方案。
  • 广告目标、格式、版位与 Accelerate 或 Classic 选择。
  • Sponsored Content、文档或消息广告的创意 Brief。
  • Lead Gen Form 字段与 CRM 跟进路径。
  • Insight Tag、UTM、审核和上线前检查表。

METHOD

Skill 工作流程

明确 B2B 目标 → 设计账户层级 → 构建目标受众 等 7 个环节

一共 7 步。其中 3 项能力决定了换个 AI 会不会更麻烦。

  1. 明确 B2B 目标选择品牌认知、网站访问、互动、视频、线索或网站转化等目标，并确认 Marketing Solutions 场景。
  2. 设计账户层级按项目建立 Campaign group、Campaign、Ad set 和 Ads，使用目标、受众、Offer 与日期统一命名。
  3. 构建目标受众组合职位、职能、资历、公司、行业、技能和兴趣，必要时加入公司或联系人名单、网站再营销与排除。
  4. 选择广告形式根据目标选单图、视频、轮播、文档、活动、Lead Gen Form、Sponsored Messaging 或其他适用格式。
  5. 制作创意与表单让首行和标题直接表达专业价值，保持 LinkedIn Page 语气一致，精简表单并写清提交后的销售跟进。
  6. 配置追踪与路由为站内转化安装 Insight Tag，给外链添加 UTM，并把 Lead Gen Form 线索接入 CRM 或营销自动化。
  7. 预留审核并优化提前建立活动，确认账单、审核、预算节奏和版位；上线后按真实点击、线索质量和转化数据调整。

这个 Skill 用到的能力： 打开网页取正文操作前确认批处理 。不同 AI 对这些能力的支持程度不一样，所以同一个 Skill 换个 AI，有几步做法会变。

WORKED EXAMPLE

业务示例

面向 SaaS CMO 的白皮书获客活动

面向 SaaS CMO 的白皮书获客活动

一家 B2B 服务商希望通过 LinkedIn 向特定规模 SaaS 企业的营销决策者推广白皮书，并把线索交给销售。

  1. 选择 Lead generation 目标，建立清晰的 Campaign、Ad set 与广告命名。
  2. 用公司行业与规模、营销职能、资历和职位组合目标受众，并排除现有客户。
  3. 选择文档或 Sponsored Content 搭配 Lead Gen Form，首行说明白皮书解决的问题。
  4. 精简表单字段，写明提交后的资料获取和销售跟进，并接入 CRM。
  5. 如同时使用站内页面，安装 Insight Tag 并添加 UTM，提前预留审核时间。

预期结果：交付一套受众、广告形式、表单和销售路由互相匹配的 LinkedIn 获客活动方案，便于按线索质量继续优化。

PITFALLS · VERIFICATION

能力边界与常见问题

受众过宽却使用高成本 B2B 版位

最常踩的坑

  • 受众过宽却使用高成本 B2B 版位，或受众过窄到 Campaign Manager 无法稳定投放。
  • 继续依赖已经在许多账户中下线的 Lookalike 功能，忽略 Matched Audiences 和现有扩展选项。
  • Lead Gen Form 字段过多，提交后也没有明确 CRM 路由与 SDR 跟进。
  • 直接把第三方 CPC、CTR 或最低预算区间当成账户承诺。
  • 临上线才提交广告，没有给平台审核和素材修改留出时间。

怎么确认这次跑对了

  • 已经形成可检查的Campaign group、Campaign、Ad set 和 Ads 的账户结构，关键判断能回到输入资料或过程证据。
  • 已经形成可检查的职位、公司、技能、名单、再营销和排除组成的受众方案，关键判断能回到输入资料或过程证据。
  • 已经形成可检查的广告目标、格式、版位与 Accelerate 或 Classic 选择，关键判断能回到输入资料或过程证据。
  • 已逐项检查「受众过宽却使用高成本 B2B 版位，或受众过窄到 Campaign Manager 无法稳定投放」等高频问题，并记录需要人工确认的下一步。
LinkedIn Ads 投放 Skill适合哪些岗位使用？

B2B 市场、SaaS 增长、ABM 团队、海外广告投手。典型场景包括B2B 产品需要精准触达特定职位、职能、资历或目标公司中的采购委员会；企业使用白皮书、行业报告或 Webinar，通过 LinkedIn Lead Gen Forms 收集线索；ABM 团队希望上传公司名单或联系人名单，并结合 Insight Tag 做再营销。

开始前需要准备什么资料？

至少需要LinkedIn Page、Campaign Manager 和账单权限、目标职位、职能、资历、公司、行业或 ABM 名单、活动目标、Offer、预算、排期和适用广告形式。资料越具体，结果越能直接用于决策。

最后能得到什么可检查的结果？

Campaign group、Campaign、Ad set 和 Ads 的账户结构、职位、公司、技能、名单、再营销和排除组成的受众方案、广告目标、格式、版位与 Accelerate 或 Classic 选择。每项都可以逐条核对来源和数字。

哪些情况下结果会不可靠？

受众过宽却使用高成本 B2B 版位，或受众过窄到 Campaign Manager 无法稳定投放；继续依赖已经在许多账户中下线的 Lookalike 功能，忽略 Matched Audiences 和现有扩展选项。出现这些情况时需要人工复核。

支持哪些 AI Agent？

已适配 WorkBuddy、OpenClaw、Hermes Agent、Codex、Claude Code、TRAE、ZCode 共 7 种，每种都有独立的安装说明和能力对照。

ORIGINAL SOURCE

完整 Skill 内容与版本资料

2 个原始文件，17 个文档章节，固定在 70987bad

上游原文完整保留在加搜服务器上，可逐节查看，也可以直接下载。 当前镜像共 2 个文件、10.7 KB。

原始 Skill 文档 上游原文完整保留，中文概述已转换为营销任务、输入资料和交付结果。

Paid Ads: LinkedIn Ads

Guides LinkedIn Ads setup, targeting, and optimization. LinkedIn excels at B2B and professional targeting; use when job title/company targeting matters and ACV is higher.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Account and product context

  • Campaign Manager is the main UI: campaignmanager.linkedin.com · Get started (help)
  • Marketing Solutions = ads for brands/leads; Talent Solutions = hiring products (separate when choosing objectives).
  • Sponsored Content in-feed and Sponsored Messaging generally require a free LinkedIn Page (per official getting-started guidance—confirm in your account).
  • Review: build at least ~1–2 days before go-live; last-minute changes may miss launch. Ad set best practices

Campaign structure (naming and hierarchy)

Naming (example): LI_[Objective]_[Audience]_[Offer]_[Date] (e.g. LI_LeadGen_CMOs-SaaS_Whitepaper_Mar24)

Hierarchy in Campaign Manager (names vary slightly over time):

Level Role
Campaign group Groups related programs; shared status and budgets (optional).
Campaign Marketing objective; budget/scheduling as configured.
Ad set Accelerate or Classic; audience, placements, format, budget, schedule, bid; conversion/URL params. Compare types
Ads Creative; multiple ads per ad set for A/B.

Billing model: Objective-based pricing — billed on the action tied to the objective (e.g. clicks for traffic-oriented objectives). Pricing overview

Budget pacing: Auction-based; on daily budgets, spend on a day may exceed the daily number by a margin; pacing smooths so 7-day spend does not exceed about 7× daily (per LinkedIn’s public budget article—always confirm the latest text). Budgets and pacing

Minimum spend: There is no one global fixed minimum across all cases; very low daily/lifetime budgets are often rejected in UI. A common practical floor cited in the industry is on the order of ~$10 USD/day per ad set (not a platform guarantee). Use Campaign Manager as source of truth.

Marketing objectives (funnel, abbreviated)

Funnel Example objectives (names evolve—pick in UI) Typical use
Awareness Brand awareness Broad reach
Consideration Website visits, Engagement, Video views Traffic, company/page engagement, video
Conversion Lead generation, Website conversions Leads, Lead Gen Forms, on-site events
Talent Job applicants, Talent leads (where eligible) Hiring

Full list: Marketing objectives

Ad formats and placements (high level)

Ads Guide (authoritative for specs)

Sponsored Content (feed and related)

Aligns with organic shapes in linkedin-posts (image, video, document, etc.) as paid delivery:

  • Single image, video, carousel (carousel ad cards often 2–10 in guide) · Document (PDF/DOC/PPT-style; large page/file limits in guide)
  • Event ads (promote a LinkedIn Event) · Job ads (boost an existing job post)
  • Thought Leader ads: amplify qualified members’ posts (eligibility rules in Ads Guide)
  • Article and Newsletter ads: promote in-platform long-form/series
  • CTV (Connected TV): in-stream reach-oriented video with LinkedIn targeting; not a feed click campaign by default
  • Placements can include LinkedIn Audience Network (LAN)—third-party app/site inventory. Toggle/availability is in the ad set. LAN (help)
Lead Gen Forms
  • Native forms on ads; profile pre-fill; typically ~12 fields and ~3 custom questions at most (verify current product)
  • Minimize fields for higher completion; sync to CRM/Marketing automation
Sponsored Messaging (inbox)
Type Notes
Message Ads One focused message + CTA; body often ~1,500 characters in product docs (check Ads Guide)
Conversation Ads Branching buttons; long body allowance (often ~8,000 characters in docs); up to ~5 CTA buttons (check guide)
Text and Dynamic Ads
  • Text ads: Desktop-oriented; small image + text; often CPC/CPM. Placements (help)
  • Dynamic / Follower / Spotlight variants: personalized right-rail; see Ads Guide

Tracking

Targeting strengths

Signal Use
Job title, function, seniority ICP and committees
Company Industry, size, name lists (ABM)
Skills, interests, groups Technical or topical
Matched Audiences Contact/company lists, retargeting (Insight Tag)
Exclusions, expansion Audience expansion (when offered)—broaden carefully

Lookalike audiences: As of current LinkedIn public documentation, Lookalike is not the default expansion path; it has been deprecated/removed in many accounts—rely on first-party lists, Matched Audiences, and exclusion/expansion options shown in the UI. See Target audience size / practices and the live Campaign Manager for your tenant.

Principle: LinkedIn is expensive; start narrow, high-intent; then scale with measured expansion.

Audience size: A common operational band mentioned in industry is hundreds+ in targetable size; the UI will warn if the audience is too small—follow it.

Creative best practices

  • Professional tone; align Sponsored copy with your Page and organic voice (linkedin-posts)
  • Headline + first line clear value; match landing experience
  • Lead Gen Forms: fewer fields; clear next step for SDRs
  • Document ads: gating a PDF/deck; pair with a strong CTA
  • Creative limits: e.g. image ~5MB and ~1200×627 in many specs—always take from Ads Guide for the format you use

Benchmark costs (illustrative, not guaranteed)

  • LinkedIn is typically higher CPC/CPM than Meta and Google in comparable B2B use cases. Third-party ranges (USD, very rough) often cite e.g. CPC ~$5–8 as a ballpark middle; real costs swing with audience, CTR, quality, and season. Never use these as a commitment—use in-account reporting. Why pricing varies
  • CTR for feed is often well under ~1% in reported benchmarks; optimize creative and ICP, not the benchmark alone

Bidding (short)

  • Start with strategies appropriate to the objective; move to automated/goal-based when enough weekly conversions exist for the system to learn
  • Manual caps help when volume is too low to automate

Pre-launch checklist

  • Insight Tag (if site conversions/retargeting) · Lead routing to CRM if using LGF
  • Page and billing ready; naming at group/campaign/ad set level
  • Objective and ad set type (Accelerate vs Classic) set intentionally
  • Audience defined; exclusions for existing customers (where needed)
  • Creatives meet policy; UTMs for non-LGF web flows
  • Budget realistic for the account’s CPM/CPC; pacing understood

Related Skills

  • linkedin-posts: Organic formats and copy; align Sponsored with same patterns
  • paid-ads-strategy: Channel mix; B2B vs B2C; budget allocation
  • landing-page-generator: Web LPs for non–Lead Gen Form flows
  • analytics-tracking: Attribution, ROAS, pipeline

Official link index

Topic URL
Ads Guide (formats) https://business.linkedin.com/advertise/ads/ads-guide
Pricing and auction https://business.linkedin.com/advertise/ads/pricing
Create campaigns https://www.linkedin.com/help/lms/answer/a9509136
Objectives https://www.linkedin.com/help/lms/answer/a424570
Placements (Text ads, etc.) https://www.linkedin.com/help/lms/answer/a417880
Targeting options https://www.linkedin.com/help/lms/answer/a424655
LMS help home https://www.linkedin.com/help/lms
Get started (what you need) https://business.linkedin.com/advertise/ads/best-practices/what-you-need-to-get-started

来源与版本声明

本页面由加搜科技整理业务说明并托管安装文件。原始 Skill 来源渠道：GitHub Marketing Skills； 原始项目名称：linkedin-ads； 固定版本：70987bad4ebe； 许可证：MIT。技能包内保留完整出处和许可证说明。

各 Agent 能力说明参考对应官方文档。页面不提供外部跳转。

INSTALL

三种安装方式

LinkedIn Ads 投放 Skill v1.0.0，ZIP 带 SHA256 校验

默认做法是把提示词复制给 AI Agent，让它自己下载并安装。提示词里已经写清要用完整 ZIP、装完报告目录、并先跑一个小任务验证。

METHOD 01 · 交给 AI 自己装

复制提示词

适合大多数情况。Agent 会下载 ZIP、解压、放到正确目录，并在缺少权限时告诉你需要手工做哪一步。

请帮我把「LinkedIn Ads 投放 Skill」安装到我正在使用的 AI Agent。
1. 下载完整 Skill ZIP：https://www.vibemarketing.work/packages/skill-linkedin-ads/1.0.0/skill-linkedin-ads.zip
   注意：网页 HTML 不能当作 Skill 文件安装，必须使用 ZIP 里的完整文件。
2. 解压后保留 SKILL.md 及全部配套文件，按你所用 Agent 的 Skill 目录规则安装。
3. 安装完成后告诉我实际安装目录。
4. 用一个只读小任务验证 Skill 已被识别。
5. 如果你没有联网、下载或写目录权限，请直接告诉我哪几步需要我手工完成。
参考：原始 SKILL.md https://www.vibemarketing.work/raw/skill-linkedin-ads/SKILL.md；安装指南 https://www.vibemarketing.work/agent-install/skill-linkedin-ads.md

FURTHER READING

LinkedIn Ads 投放 Skill 相关的实操文章

别人做同类任务时踩过的坑和总结，动手前后都值得翻一下。

LinkedIn广告按整个行业买，预算会先被不相干的人看完

LinkedIn Ads 贵在能按职位和公司名找人。很多人一上手把行业勾上 Software，职级从专员勾到副总裁，受众一下子冲到几十万。信息流里点进来的，有大量用不上你产品的人。点击贵，表单也贵，预

  • ABM
  • LinkedIn Ads
  • B2B广告

营销邮件打开率突然下降，先查送达、名单还是内容

这次营销邮件发出后，打开率比往期低了不少。内容同事先改主题行，运营把发送时间从上午挪到晚上，第二轮数据仍没有起色。这样的排查很常见，问题在于打开率把几件事压成了一个数字：平台怎样统计、邮件有没有被接收

  • Vibe Marketing
  • 营销自动化
  • 内容营销
  • 营销分析

搭配使用

按这个 Skill 的产出能不能直接被下一个 Skill 用上来推荐，不是固定名单。多数情况下按顺序跑完一组，比单独用一个效果更好。

海外广告投放#01

广告创意批量生产 Skill

广告创意批量生产会把品牌素材、买家评论和历史数据转化成符合各平台字数限制的批量广告文案与短视频脚本。

来源项目 · coreyhaines31/marketingskills ★ 49,944 · Fork 7,586
B2B 获客#04

B2B 客户开发 Skill

根据 ICP 生成目标公司与联系人清单，并用统一标准完成线索资格评分。

来源项目 · coreyhaines31/marketingskills ★ 49,944 · Fork 7,586
内容与创意#05

网站轮播组件设计 Skill

为客户评价、媒体 Logo、产品截图或精选内容设计网站轮播组件。明确适用场景、幻灯片顺序、控制方式、可访问性与加载要求。

来源项目 · kostja94/marketing-skills ★ 968 · Fork 134
B2B 获客#06

联合营销 Skill

联合营销把受众重合线索转成伙伴评分表、双方推广分工和线索分配协议。

来源项目 · coreyhaines31/marketingskills ★ 49,944 · Fork 7,586

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