LinkedIn Ads Audit

Perform a comprehensive LinkedIn Ads account audit using live data from the connected LinkedIn Ads MCP.

Usage

/linkedin-ads-audit — audit the connected LinkedIn Ads account

Benchmarks

Use these LinkedIn Ads benchmarks for scoring:

Metric	Poor	Average	Good
CTR	<0.3%	0.4-0.6%	>0.8%
CPC	>$10	$5-8	<$4
CPM	>$40	$25-35	<$20
Conversion Rate	<1%	2-4%	>5%
Engagement Rate	<0.3%	0.5-1%	>1.5%

Steps

1. List accessible ad accounts

Query available ad accounts. If multiple exist, note which is active.

2. Campaign overview

Get all campaigns (active + recently paused). For each:

• Status, objective, budget type (daily/lifetime)
• Date range and total spend
• Key metrics: impressions, clicks, CTR, CPC, conversions

Flag:

• Campaigns spending >30% of budget with CTR below 0.3%
• Paused campaigns that were performing well (CTR >0.6%)
• Campaigns running >90 days without optimization

3. Spend efficiency analysis

Across all active campaigns:

• Total monthly spend vs results
• CPC trend (last 30 vs previous 30 days)
• Cost per conversion by campaign
• Budget utilization (actual spend vs allocated)

Flag:

• Campaigns with CPC >$10 (above LinkedIn average)
• Budget underspend (<70% utilization) or overspend
• Rising CPC trends (>20% increase MoM)

4. Targeting review

For each active campaign, analyze:

• Audience size (too narrow <10K or too broad >1M)
• Job title/function targeting specificity
• Industry and company size filters
• Geographic targeting
• Audience expansion settings

Flag:

• Overlapping audiences between campaigns
• Overly broad targeting (no job title/function filters)
• Missing exclusions (existing customers, competitors)

5. Creative performance

Analyze ad creatives across campaigns:

• Format breakdown (single image, carousel, video, text)
• Per-creative CTR and engagement rate
• Ad copy length and CTA effectiveness
• Creative age (days since launch)

Flag:

• Creatives running >60 days (fatigue risk)
• Single-format campaigns (no A/B testing)
• Low-performing creatives (CTR <0.2%) still active
• Missing formats (no video if budget >$5K/mo)

6. Conversion tracking

Check:

• Insight Tag installation status
• Conversion event definitions
• Attribution window settings
• Lead gen form completion rates (if using lead gen)

Flag:

• Missing or misconfigured conversion tracking
• Low form completion rates (<10%)
• No offline conversion import

7. Budget pacing

For each campaign:

• Daily/monthly spend rate vs target
• Projected end-of-month spend
• Day-of-week performance patterns

Flag:

• Campaigns pacing >20% over or under budget
• Weekend spend on B2B campaigns (usually wasteful)

8. Report findings

Present as a scored audit:

LinkedIn Ads Audit
Score: X/100

Campaign Structure: X/20
- [PASS/FAIL] Campaign organization
- [PASS/FAIL] Objective alignment
- [PASS/FAIL] Budget allocation

Targeting: X/20
- [PASS/FAIL] Audience specificity
- [PASS/FAIL] Audience overlap
- [PASS/FAIL] Exclusions

Creative: X/20
- [PASS/FAIL] Format diversity
- [PASS/FAIL] Creative freshness
- [PASS/FAIL] A/B testing

Performance: X/20
- [PASS/FAIL] CPC vs benchmark
- [PASS/FAIL] CTR vs benchmark
- [PASS/FAIL] Conversion rate

Tracking & Budget: X/20
- [PASS/FAIL] Conversion tracking
- [PASS/FAIL] Budget pacing
- [PASS/FAIL] Attribution setup

Top 3 Actions:
1. [Highest impact fix]
2. [Second highest]
3. [Third highest]

9. Record findings

For EVERY actionable issue found, call mcp__cogny__create_finding:

{
  "title": "High CPC on 'Decision Makers' campaign ($12.40 vs $5-8 benchmark)",
  "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",
  "action_type": "campaign_optimization",
  "expected_outcome": "Reduce CPC to <$8 within 2 weeks",
  "estimated_impact_usd": 800,
  "priority": "high"
}

Action types for LinkedIn Ads:

• campaign_optimization — budget, bidding, pacing changes
• targeting_refinement — audience, exclusion, geo changes
• creative_refresh — new ads, format tests, copy updates
• conversion_tracking — pixel, events, attribution fixes
• audience_management — overlap, expansion, exclusion updates