AGENT SKILLBY KOSTJA94
LinkedIn ads
AT A GLANCE
LinkedIn ads is a social media agent skill from kostja94. Guides LinkedIn Ads setup, targeting, and optimization. The kostja94/marketing-skills repository on GitHub has 691 stars and the MIT license. It is also listed under paid ads. To add it, run npx skills add kostja94/marketing-skills --skill linkedin-ads
- SOURCE REPOSITORY
- kostja94/marketing-skills (opens GitHub in a new tab)
- REPO STARS
- SOURCE REPOSITORY
- LICENSE
- MIT
- SKILL.MD SIZE
- 9.2 KB143 LINES
QUICK ANSWER
- WHAT IT IS01
- 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. Its edge is a particular angle on social content, giving the agent tighter constraints than a plain LinkedIn ads request.
- INPUTS02
- Context for social content: your goals, audience, constraints, and any source material the skill asks for.
- OUTPUT03
- A ready-to-use result for social content: the analysis, copy, or recommendations the agent produces.
INSTALL
One command adds this skill from its source repository.
npx skills add kostja94/marketing-skills --skill linkedin-adsREAD THE SKILL.MD BELOW BEFORE YOU RUN IT. SKILLS INSTRUCT YOUR AGENT.
SKILL.MD
The full file, as published in the source repository. Copy it, download it or open it on GitHub.
ON THIS PAGE · 15
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 (opens in a new tab) · Get started (help) (opens in a new tab)
- 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 (opens in a new tab) (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 (opens in a new tab)
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 (opens in a new tab) |
| Ads | Creative; multiple ads per ad set for A/B. |
Billing model: Objective-based pricing (opens in a new tab) — billed on the action tied to the objective (e.g. clicks for traffic-oriented objectives). Pricing overview (opens in a new tab)
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 (opens in a new tab)
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 (opens in a new tab)
Ad formats and placements (high level)#
Ads Guide (authoritative for specs) (opens in a new tab)
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) (opens in a new tab)
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) (opens in a new tab)
- Dynamic / Follower / Spotlight variants: personalized right-rail; see Ads Guide
Tracking
- Insight Tag for site retargeting and conversion lift · Conversion tracking hub (opens in a new tab)
- UTM/URL parameters: URL tracking parameters (opens in a new tab)
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 (opens in a new tab) 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 (opens in a new tab) 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 (opens in a new tab)
- 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 (opens in a new tab) |
| Pricing and auction | https://business.linkedin.com/advertise/ads/pricing (opens in a new tab) |
| Create campaigns | https://www.linkedin.com/help/lms/answer/a9509136 (opens in a new tab) |
| Objectives | https://www.linkedin.com/help/lms/answer/a424570 (opens in a new tab) |
| Placements (Text ads, etc.) | https://www.linkedin.com/help/lms/answer/a417880 (opens in a new tab) |
| Targeting options | https://www.linkedin.com/help/lms/answer/a424655 (opens in a new tab) |
| LMS help home | https://www.linkedin.com/help/lms (opens in a new tab) |
| Get started (what you need) | https://business.linkedin.com/advertise/ads/best-practices/what-you-need-to-get-started (opens in a new tab) |
FAQ
07 QUESTIONS
01What is the LinkedIn ads agent skill?
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. It is listed under social media and paid ads in the 100xLab agent skills directory.
02How do I install LinkedIn ads in Cursor, Claude Code, or Codex?
Run npx skills add kostja94/marketing-skills --skill linkedin-ads in the project where you want it, then ask your agent for the skill by name. The --skill flag installs only LinkedIn ads, not every skill in the repository.
03What does the LinkedIn ads SKILL.md cover?
The SKILL.md includes sections on Account and product context, Campaign structure (naming and hierarchy), Marketing objectives (funnel, abbreviated), Ad formats and placements (high level), Sponsored Content (feed and related) and Lead Gen Forms. Read the full text on this page or in plain markdown at /resources/agent-skills/kostja94-marketing-skills--linkedin-ads--z2aesd/raw.
04Which agents can use LinkedIn ads?
LinkedIn ads installs with the cross-agent skills installer (npx skills add), which sets it up for agents such as Claude Code, Cursor and Codex. Each agent loads the SKILL.md when you ask for the skill by name.
05What license is LinkedIn ads under?
The kostja94/marketing-skills repository declares the MIT license. Read the license file in the repository before you copy or redistribute the skill.
06Is LinkedIn ads free to use?
Reading, copying and installing LinkedIn ads costs nothing: it is published in a public GitHub repository under the MIT license. Reuse and redistribution follow that license.
07Where is the source of LinkedIn ads?
LinkedIn ads comes from https://github.com/kostja94/marketing-skills, which has 691 GitHub stars. The SKILL.md is at https://github.com/kostja94/marketing-skills/blob/HEAD/skills/paid-ads/platforms/linkedin-ads/SKILL.md. The author is kostja94.
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ATTRIBUTION
LinkedIn ads was written by its original authors and is published in kostja94/marketing-skills (opens GitHub in a new tab) under the MIT license. All rights stay with the original authors.
100xLab did not write, maintain or endorse this skill. This page lists it for discovery. Repo stars belong to the source repository, not to the skill. Review any skill before you install it.