XYZ LAB · LINKEDIN ADS

Reach the People
Who Sign the Cheques

The complete LinkedIn Ads system — from account setup to weekly optimisation. Setup, objectives, targeting, creative, lead gen forms, benchmarks across 11 regions. Everything you need, nothing you don't.

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52 pages  ·  11 sections  ·  Instant download

LinkedIn Ads Playbook Cover LinkedIn Ads Playbook — Table of Contents

Written by someone who’s been in the room

Ex-WPP Ex-Omnicom Ex-HAVAS Ex-Facebook $100M+ budgets managed
52
Pages of
no-fluff content
11
Sections covering
every part of LinkedIn Ads
10
Rules that run
every successful account
11
Regions with CPC, CPM
& lead cost data
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The complete LinkedIn Ads system.
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52 pages 11 sections Instant download
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The Problem

Most LinkedIn budgets die
in the first two weeks.

✕
Wrong campaign objective — Brand Awareness and Website Visits look good in reports. They rarely reach your bank account.
✕
Audience Expansion left on — LinkedIn takes your targeting as a suggestion and shows your ads to people you never intended to reach.
✕
No conversion tracking — You know your spend. You don't know your cost per qualified lead. Impossible to improve what you can't measure.

This playbook closes every leak — with the exact settings to use and avoid.

What’s Inside

11 sections. One complete system.
Nothing you already know.

Sections 01–05 · Setup & Strategy

Why LinkedIn works — and how to set it up properly

  • Why LinkedIn outperforms every platform for B2B — and when it doesn't
  • Account setup: Business Manager, ad account, LinkedIn Page and team access
  • Insight Tag and conversion tracking — before you spend a dollar
  • Which objectives make money (Lead Gen, Engagement) and which burn it (Awareness, Video)
  • Budget: why $30/day is the minimum — and how to bid
  • Targeting: Permanent location, Audience attributes, 50k minimum, Audience Expansion OFF
Sections 06–07 · Creative & Lead Gen

Ad formats that convert and copy rules that stop the scroll

  • Three formats that work (member posts, single image, document) — and four to avoid
  • Thought Leader Ads: why promoting member posts outperforms company ads every time
  • Single image spec, headline limits and the creative rules that produce results
  • Lead Gen Forms: 3–4 fields, one qualifying question, 6.1% average conversion rate
  • The 5–7 email follow-up sequence to convert every lead before they go cold
  • 5 fill-in-the-blank copy formulas — call-out, pain, result, curiosity, social proof
Sections 08–11 · Optimisation & Growth

The rules, the routine and the benchmarks

  • The 10 rules that run every successful LinkedIn Ads account
  • Launch checklist — 20 boxes to tick before you go live
  • Weekly reporting routine: the one report and the Monday optimisation ritual
  • When to pause ads, refresh creative and scale budget — and by how much
  • CPC, CPM and cost per lead benchmarks across 11 world regions
  • Copy-paste AI prompts for targeting research, creative ideation and performance analysis
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LinkedIn Ads Playbook — Cover
LinkedIn Ads Playbook — Campaign Objectives
LinkedIn Ads Playbook — Table of Contents
LinkedIn Ads Playbook — The 10 Rules
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Sotirios Seridis

Sotirios Seridis

Performance Marketing · 15+ years

The Author

Written by someone
who has actually done it.

Sotirios Seridis has 15+ years in performance marketing — running campaigns for global brands across Google, Meta, TikTok and LinkedIn. Ex-WPP, Ex-Omnicom, Ex-HAVAS, Ex-Facebook. Digital Marketing Instructor at General Assembly, Skills Union, RevoU, Experience Effect, and LightHouse Media. He's trained over 5,000 marketers across 50+ companies and managed more than $100M in ad budgets. This playbook is the LinkedIn Ads system he runs every client account by.

15+ Years in Marketing
5K+ Marketers Trained
50+ Companies Trained
$100M+ Budgets Managed
Etihad Airways Volkswagen Lenovo Google Unilever
FAQs

Frequently Asked Questions

Who is this for?

Anyone running or planning to run LinkedIn Ads — B2B companies, consultants, agencies and founders who want to reach decision-makers without guessing. Beginner-friendly enough to follow from day one, and detailed enough to be useful for experienced marketers who want a second opinion on their setup.

How much should I be spending to use this?

The playbook recommends starting at $30/day — that's the practical minimum for LinkedIn's algorithm to learn who converts. At less than that, you get one or two clicks a day and no useful data. You don't need a big budget to start, but you need enough of it — and the patience to let it work for at least two weeks.

I'm already running LinkedIn Ads. Will I still learn something?

Almost certainly. The most common issues in existing LinkedIn accounts are Audience Expansion being left on, the wrong objective selected, and no clear cost-per-qualified-lead target. The playbook covers all three, plus the weekly optimisation routine and 10 rules most experienced advertisers haven't systematised.

Is it up to date?

Yes — updated to reflect current Campaign Manager settings, objectives, ad formats and LinkedIn's latest recommendations. The benchmarks cover CPC, CPM and cost per lead across 11 world regions.

Does it include creative guidance?

Yes — Section 06 covers every ad format (what works, what to avoid), creative specs, the Thought Leader Ads strategy, single image best practices with a worked example, copy rules and 5 fill-in-the-blank hook formulas. Section 07 covers Lead Gen Forms and the 5–7 email follow-up sequence.

The complete LinkedIn Ads
system. In one playbook.

Setup, targeting, creative, lead gen, optimisation and benchmarks — all in one place.

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