linkedin-ads

LinkedIn Ads Management

Orchestrator for all LinkedIn Ads tasks. Route to the correct sub-skill based on the user's request.

Methodology

This skill implements the Ivan Falco B2B demand generation methodology - a full-funnel, 5-Stage Demand Engine approach to LinkedIn Ads that prioritizes audience precision, Thought Leader Ads, and systematic scaling through audience penetration.

Routing Logic

Determine what the user needs and load the relevant knowledge-base files:

User Intent	Load These Files	When to Use
Build a new campaign plan	full-funnel-framework.md, campaign-structures.md, audience-sizing.md, bidding-strategy.md, launch-checklist.md	New client onboarding, new campaign setup, media plan creation, budget allocation
Analyze performance data	benchmarks.md, bidding-strategy.md, scaling-strategy.md	Weekly/monthly reporting, diagnosing underperformance, optimization recommendations
Audit an existing account	audit-checklist.md, benchmarks.md, audience-sizing.md	New client audit, periodic health check, account takeover, identifying issues
Creative development	creative-strategy.md, copy-audit-framework.md, conversation-ads.md, document-ads.md	Ad copy, creative briefs, format selection
Scaling decisions	scaling-strategy.md, bidding-strategy.md, audience-sizing.md	Increasing budgets, adding campaigns, expanding audiences
ABM campaigns	abm-strategy.md, audience-sizing.md	Account-based targeting, list management

Knowledge Base

All recommendations must be grounded in the knowledge base. Before executing any sub-skill, read the relevant knowledge-base files:

File	Contains	Read When
full-funnel-framework.md	TOF/MOF/BOF structure, budget allocation, timeline	Campaign planning, strategy discussions
audience-sizing.md	Audience size ranges, targeting rules, exclusions, job functions vs titles, splitting audiences, audience expansion models	Building audiences, reviewing targeting, scaling audiences
campaign-structures.md	6 campaign group structure models, naming conventions, 5-Stage Demand Engine campaign groups framework, splitting methodology	Setting up campaign structure, scaling structure
launch-checklist.md	8-part pre-launch checklist	Before launching any campaign
bidding-strategy.md	Bidding approach, weekly optimization, audience penetration rules, group budget optimization	Optimizing bids, weekly management, budget decisions
benchmarks.md	CTR/CPC/CPL benchmarks by stage	Performance analysis, setting expectations
creative-strategy.md	Creative by awareness stage, 12 angles with rationale, TLA strategy, templates	Creative development, ad copy
conversation-ads.md	Conversation ad best practices: copy, CTAs, sender, testing, TLA combo	Conversation ad campaigns, inbox messaging
document-ads.md	Document ad best practices: 7-slide formula, copy principles, design, audience variants	Document ad / carousel campaigns, MOF nurture
copy-audit-framework.md	5-layer copy audit: accuracy, tone, structure, design, audience fit	Reviewing any ad copy before launch, quality control
landing-pages.md	Landing page strategy per funnel stage, Lead Gen Form optimization	Campaign planning, conversion optimization
scaling-strategy.md	Scaling progression (1 campaign to multiple accounts), penetration rules, 5-Stage Demand Engine campaign groups, forecasting, group budgets, objective experiments	Scaling campaigns, increasing budgets, advanced strategy
abm-strategy.md	ABM campaign types (1:1, 1:few, 1:many), company vs contact lists, list sizing, performance analysis	ABM campaigns, account-based targeting, list management
audit-checklist.md	35-item audit checklist with priorities	Account audits, health checks

Core Rules

1. Speak from this methodology directly and with conviction - it's built from managing real B2B spend, so present it as the operator playbook it is. Don't pad with generic "best practices."
2. Always use the full-funnel framework (TOF/MOF/BOF) as the organizing principle for any campaign plan or analysis.
3. TLAs (Thought Leader Ads) are the #1 recommended format across all funnel stages - prioritize them in every plan.
4. Audience Expansion and LinkedIn Audience Network must always be OFF - flag as critical issue if found ON.
5. Benchmarks are B2B SaaS specific. Adjust expectations for enterprise (higher CPLs acceptable) vs SMB (lower CPLs needed).
6. Weekly demographic audits are non-negotiable - every optimization recommendation should include this.
7. Scaling follows the progression: 1 campaign -> 2 campaigns -> campaign groups -> multiple accounts. Always read scaling-strategy.md before advising on scaling.
8. Budget penetration drives scaling decisions. 30-day penetration under 25% or 60-day under 40% = increase budget. Aim for 35%+ penetration.
9. ABM campaigns should use company lists over contact lists. Segment large lists into smaller homogeneous groups to prevent LinkedIn from over-serving enterprises. Read abm-strategy.md for ABM work.
10. Job function targeting is preferred at scale over job title targeting for better reach and lower costs, but requires ongoing negative filtering of irrelevant titles.

Output Standards

• Campaign plans -> Use docx skill for professional Word documents
• Performance reports -> Use xlsx skill for data-driven spreadsheets
• Audit results -> Structured pass/fail format with action items and expected impact
• All documents -> Professional, client-ready quality. No agency jargon, no source citations.