Chapter 10
The LinkedIn Playbook
12 min
Core Premise: LinkedIn has the most valuable B2B audience and the highest costs. The LinkedIn Playbook provides the architecture for profitable LinkedIn advertising.
LinkedIn Economics
LinkedIn CPMs are 3-5x higher than other platforms. Viability depends on deal size and conversion efficiency.
| ACV | Break-even CPL | Viable? |
|---|---|---|
| $10k | $25 | Difficult |
| $25k | $62 | Possible |
| $50k | $125 | Likely |
| $100k+ | $250+ | Yes |
LinkedIn Targeting Architecture
Tier 1: Company + Title Company industry + size + job title
Tier 2: Account-Based Upload specific account lists
Tier 3: Retargeting Website visitors + engagers
Defense Checklist - Audience Expansion: **OFF** - LinkedIn Audience Network: **OFF** - Automated bidding: **Manual or conversion-optimized**
LinkedIn Creative Best Practices
- Single Image Ads: Clear headline, professional image, strong CTA
- Video Ads: 15-30 seconds, subtitles mandatory
- Document Ads: Lead with value, gate appropriately
- Message Ads: Personal tone, single ask