LinkedIn Ads Playbook

June 25, 2026

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A workflow that builds a 3-layer LinkedIn ads engine coordinated with outbound to warm target accounts and lift reply rates by 1.5-2x.

Bogdan Liutic

How it works

Step 1: Validate the fit

Check three conditions before running LinkedIn ads.

ACV is above $10K so the cost per lead is sustainable
The ICP exists on LinkedIn (eg. VP at B2B company)
The TAM is defined with at least 200 target accounts

Step 2: Build the matched audience

Upload the target list into LinkedIn Campaign Manager.

Export contacts from Clay, Apollo, or CRM
Format the list with:
- First name
- Last name
- Work email
- Company domain
- Job Title
- Country
Aim for atleast 500 contacts to reach a 60-80% match rate

Step 3: Launch the awareness layer

Run ads that build recognition during week 1-8.

Boost founder or CEO thought leadership posts to the target list
Run short-form video ads of 15-30 seconds.
Add retargeting rules so video viewers and post engagers flow into the consideration layer

Step 4: Launch the consideration layer

Run ads that drive engagement during weeks 4-8.

Run gated PDFs, website click campaigns, and customer story ads.
Send LinkedIn connection requests through HeyReach to the same accounts.
Add retargeting rules so site visitors, PDF downloaders, and form openers flow into the conversion layer.

Step 5: Launch the conversion layer

Run ads that convert from week 6 onwards.

Run lead gen forms, demo CTAs, and offer-focused ads (free assessment, ROI calculator).
Send cold DMs through HeyReach and email sequences through Instantly to the same accounts.
Reference the ad value prop in the outbound copy.

Step 6: Build the ad creatives

Run 3-4 creatives per ad set across six angles:

Pain: name the problem
Trust: use social proof from recognizable logos
Value: show the outcome
Offer: lead with the CTA
Comparison: position against the alternative
Feature: show the product UI

Step 7: Track attribution

Connect ad spend to pipeline.

Pull CTR, CPL, frequency, and cost per visit from LinkedIn Campaign Manager.
Use Fibbler or Factors.ai to track which accounts saw ads before converting.
Compare reply rates between ad-exposed and cold accounts in HeyReach and Instantly.
Track lead-to-demo rate in HubSpot.

Step 8: Automate the manual work

Move repetitive tasks into n8n.

Lead gen form submitted: create a HubSpot deal, send a Slack alert, start an email nurture.
Clay enrichment complete: upload the matched audience to LinkedIn.
Account hits 5+ ad impressions: flag in Clay, add to a HeyReach sequence.
Weekly cron: pull campaign data, format the report, post to Slack.

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