ads

Use the TCPL-anchored decision system: wait until an ad has spent at least 3x your target cost per qualified lead, then kill it if it has zero qualified leads, a qualified rate under 40%, or a cost per qualified lead above 1.5x target. Never pause without a staged replacement.

LinkedIn offers the most precise B2B targeting by job title and company but at the highest CPMs, Google Search captures existing high-intent demand, and Meta provides cheaper reach for demand generation and retargeting. A common split is roughly 60% LinkedIn, 30% Meta, 10% other for ABM motions.

Split campaigns by intent tier with independent budgets: brand, high-intent non-brand, competitor, and remarketing. Use themed ad groups of 5-15 closely related keywords, start with phrase and exact match, and only introduce broad match after 30+ conversions per month with smart bidding and a tight negative list.

Frictionless auto-filled forms produce leads who do not remember converting. Switch to the Higher Intent form type, require a work email that cannot auto-fill, add 1-3 qualification questions, and import CRM outcomes back to the platform so the algorithm optimizes for pipeline instead of form-fills.

Do not scale when proven-ad inventory is below the minimum (roughly monthly budget divided by $5,000), account frequency exceeds 3.0, or cost per qualified lead has been above target within the last two weeks. Increase budgets by about 20% every 5 days, never 30% or more at once.

Bulk ad creative generation is handled by the separate ad-creative skill. This Skill covers campaign strategy, targeting, bidding, and optimization, and includes copy frameworks and templates, but defers large-scale headline and description generation to ad-creative.