Paid
5 min read.
LinkedIn ads for B2B: what we test in week one
Five audiences, three offers, two formats — and the one metric we watch before anything else.
the short version.
Test audiences and offers in week one, judge them by cost per qualified lead and keep only what earns a second week.
Wang Haoran
Paid acquisition lead
The first week of a LinkedIn campaign isn’t about results. It’s about learning fast enough that week four has some.
What we test
Five audiences split by job title and company size, three offers — a demo, a benchmark report and a calculator — and two formats. We watch cost per qualified lead from day one and kill anything that hasn’t earned a second week.
