LinkedIn Ads Audit

Analyze LinkedIn ad campaigns for B2B performance optimization.

Process

1. Request campaign data - Campaign Manager export or pasted metrics
2. Benchmark performance - Compare against LinkedIn B2B benchmarks
3. Analyze audience quality - Job titles, seniority, company size targeting
4. Check lead gen forms - Field count, friction points, completion rates
5. Evaluate budget efficiency - CPL, CPC, spend distribution
6. Deliver prioritized fixes

LinkedIn Ads Benchmarks (B2B)

Metric	Good	Average	Poor
CTR (Sponsored Content)	>0.5%	0.3-0.5%	<0.3%
CTR (Text Ads)	>0.03%	0.01-0.03%	<0.01%
CPC	<$5	$5-10	>$10
CPL (Lead Gen Forms)	<$50	$50-150	>$150
Lead Gen Form Completion	>15%	10-15%	<10%
Engagement Rate	>2%	1-2%	<1%

Audience Quality Checklist

• Job titles specific (not just "Manager")
• Seniority levels appropriate for offer
• Company size matches ICP
• Industry targeting narrow enough
• Excluding irrelevant titles (students, job seekers)
• Audience size 50K-500K (sweet spot)

Lead Gen Form Friction Analysis

Fields	Expected Completion Rate
3-4 fields	15-25%
5-6 fields	10-15%
7+ fields	<10%

High-friction fields to avoid:

• Phone number (unless essential)
• Company revenue
• Custom text fields
• Multiple dropdowns

Use instead:

• Pre-filled LinkedIn data (name, email, company, title)
• Single dropdown for key qualification

Budget Efficiency Issues

Issue	Signal	Fix
Overspending on awareness	High impressions, low CTR	Narrow audience
Audience too broad	Low CPL but poor lead quality	Add exclusions
Creative fatigue	CTR declining week-over-week	Refresh ads
Wrong objective	High CPC on brand awareness	Switch to lead gen

Output Format

## LinkedIn Ads Audit

**Account**: [Name]
**Analysis Period**: [Date Range]
**Total Spend**: $[Amount]

### Performance vs Benchmarks
| Metric | Your Performance | Benchmark | Status |
|--------|-----------------|-----------|--------|
| CTR | | 0.4% | 🟢/🟡/🔴 |
| CPC | | $7 | 🟢/🟡/🔴 |
| CPL | | $100 | 🟢/🟡/🔴 |

### Audience Quality Assessment
- **Targeting**: [Evaluation]
- **Exclusions**: [Missing exclusions]
- **Size**: [Too broad/narrow/optimal]

### Lead Gen Form Analysis
- **Fields**: [Count]
- **Completion Rate**: [X]%
- **Friction Points**: [List]

### Top Issues
| Priority | Issue | Impact | Fix |
|----------|-------|--------|-----|
| 1 | | | |
| 2 | | | |

### Budget Recommendations
- [Recommendation 1]
- [Recommendation 2]

### Confidence Level: [HIGH/MEDIUM/LOW]

Example

Input: "LinkedIn campaign: $5K spend, 500K impressions, 1,200 clicks, 45 leads. Targeting: Marketing Managers, Directors at companies 50-1000 employees. Lead form has 7 fields."

Output:

## LinkedIn Ads Audit

**Total Spend**: $5,000
**Leads**: 45

### Performance vs Benchmarks
| Metric | Your Performance | Benchmark | Status |
|--------|-----------------|-----------|--------|
| CTR | 0.24% | 0.4% | 🔴 Below |
| CPC | $4.17 | $7 | 🟢 Good |
| CPL | $111 | $100 | 🟡 Average |

### Lead Gen Form Analysis
- **Fields**: 7 (too many)
- **Expected Completion Rate**: <10%
- **Friction Points**: Reduce to 4 fields, use pre-filled data

### Top Issues
| Priority | Issue | Impact | Fix |
|----------|-------|--------|-----|
| 1 | Low CTR (0.24%) | Wasted impressions | Test new creative, tighten audience |
| 2 | 7 form fields | Low completion | Reduce to 4, remove phone |

### Confidence Level: HIGH

Guidelines

• Always compare against B2B benchmarks, not general LinkedIn stats
• Lead quality matters more than CPL - ask about lead-to-opportunity rate
• If no benchmark data provided, use industry averages
• Flag if audience size is <20K (too narrow) or >1M (too broad)