{"id":"0ba35b65-40ed-4f14-8863-2c9044a6b817","shortId":"wsKuPd","kind":"skill","title":"linkedin-ads-audit","tagline":"Full LinkedIn Ads account audit — campaign structure, targeting, creative performance, spend efficiency","description":"# LinkedIn Ads Audit\n\nPerform a comprehensive LinkedIn Ads account audit using live data from the connected LinkedIn Ads MCP.\n\n## Usage\n\n`/linkedin-ads-audit` — audit the connected LinkedIn Ads account\n\n## Benchmarks\n\nUse these LinkedIn Ads benchmarks for scoring:\n\n| Metric | Poor | Average | Good |\n|--------|------|---------|------|\n| CTR | <0.3% | 0.4-0.6% | >0.8% |\n| CPC | >$10 | $5-8 | <$4 |\n| CPM | >$40 | $25-35 | <$20 |\n| Conversion Rate | <1% | 2-4% | >5% |\n| Engagement Rate | <0.3% | 0.5-1% | >1.5% |\n\n## Steps\n\n### 1. List accessible ad accounts\n\nQuery available ad accounts. If multiple exist, note which is active.\n\n### 2. Campaign overview\n\nGet all campaigns (active + recently paused). For each:\n- Status, objective, budget type (daily/lifetime)\n- Date range and total spend\n- Key metrics: impressions, clicks, CTR, CPC, conversions\n\nFlag:\n- Campaigns spending >30% of budget with CTR below 0.3%\n- Paused campaigns that were performing well (CTR >0.6%)\n- Campaigns running >90 days without optimization\n\n### 3. Spend efficiency analysis\n\nAcross all active campaigns:\n- Total monthly spend vs results\n- CPC trend (last 30 vs previous 30 days)\n- Cost per conversion by campaign\n- Budget utilization (actual spend vs allocated)\n\nFlag:\n- Campaigns with CPC >$10 (above LinkedIn average)\n- Budget underspend (<70% utilization) or overspend\n- Rising CPC trends (>20% increase MoM)\n\n### 4. Targeting review\n\nFor each active campaign, analyze:\n- Audience size (too narrow <10K or too broad >1M)\n- Job title/function targeting specificity\n- Industry and company size filters\n- Geographic targeting\n- Audience expansion settings\n\nFlag:\n- Overlapping audiences between campaigns\n- Overly broad targeting (no job title/function filters)\n- Missing exclusions (existing customers, competitors)\n\n### 5. Creative performance\n\nAnalyze ad creatives across campaigns:\n- Format breakdown (single image, carousel, video, text)\n- Per-creative CTR and engagement rate\n- Ad copy length and CTA effectiveness\n- Creative age (days since launch)\n\nFlag:\n- Creatives running >60 days (fatigue risk)\n- Single-format campaigns (no A/B testing)\n- Low-performing creatives (CTR <0.2%) still active\n- Missing formats (no video if budget >$5K/mo)\n\n### 6. Conversion tracking\n\nCheck:\n- Insight Tag installation status\n- Conversion event definitions\n- Attribution window settings\n- Lead gen form completion rates (if using lead gen)\n\nFlag:\n- Missing or misconfigured conversion tracking\n- Low form completion rates (<10%)\n- No offline conversion import\n\n### 7. Budget pacing\n\nFor each campaign:\n- Daily/monthly spend rate vs target\n- Projected end-of-month spend\n- Day-of-week performance patterns\n\nFlag:\n- Campaigns pacing >20% over or under budget\n- Weekend spend on B2B campaigns (usually wasteful)\n\n### 8. Report findings\n\nPresent as a scored audit:\n\n```\nLinkedIn Ads Audit\nScore: X/100\n\nCampaign Structure: X/20\n- [PASS/FAIL] Campaign organization\n- [PASS/FAIL] Objective alignment\n- [PASS/FAIL] Budget allocation\n\nTargeting: X/20\n- [PASS/FAIL] Audience specificity\n- [PASS/FAIL] Audience overlap\n- [PASS/FAIL] Exclusions\n\nCreative: X/20\n- [PASS/FAIL] Format diversity\n- [PASS/FAIL] Creative freshness\n- [PASS/FAIL] A/B testing\n\nPerformance: X/20\n- [PASS/FAIL] CPC vs benchmark\n- [PASS/FAIL] CTR vs benchmark\n- [PASS/FAIL] Conversion rate\n\nTracking & Budget: X/20\n- [PASS/FAIL] Conversion tracking\n- [PASS/FAIL] Budget pacing\n- [PASS/FAIL] Attribution setup\n\nTop 3 Actions:\n1. [Highest impact fix]\n2. [Second highest]\n3. [Third highest]\n```\n\n### 9. Record findings\n\nFor EVERY actionable issue found, call `mcp__cogny__create_finding`:\n\n```json\n{\n  \"title\": \"High CPC on 'Decision Makers' campaign ($12.40 vs $5-8 benchmark)\",\n  \"body\": \"Campaign targeting C-suite titles with single image ads. CPC is 55% above LinkedIn average. Recommend: 1) Test carousel format 2) Narrow to VP+ titles only 3) Add company size >500 filter\",\n  \"action_type\": \"campaign_optimization\",\n  \"expected_outcome\": \"Reduce CPC to <$8 within 2 weeks\",\n  \"estimated_impact_usd\": 800,\n  \"priority\": \"high\"\n}\n```\n\nAction types for LinkedIn Ads:\n- `campaign_optimization` — budget, bidding, pacing changes\n- `targeting_refinement` — audience, exclusion, geo changes\n- `creative_refresh` — new ads, format tests, copy updates\n- `conversion_tracking` — pixel, events, attribution fixes\n- `audience_management` — overlap, expansion, exclusion 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