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Campaign Playbook

LinkedIn Ads Playbook for B2B

Targeting Matrices, Campaign Structure, Ad Formats & 90-Day Optimisation Schedule

16 pages Free download Paid Media
Campaign Playbook
LinkedIn Ads Playbook for B2B
Targeting Matrices, Campaign Structure, Ad Formats & 90-Day Optimisation Schedul...
harmoniclondon.com · 16 pages
What's inside
  • LinkedIn targeting decision tree: company list vs function/seniority vs retargeting
  • Campaign structure template: ABM awareness, ICP prospecting, retargeting, and buying committee
  • Ad format guide: when to use single image, Lead Gen Forms, document ads, and video
  • Budget allocation framework: % split across campaign types
  • 90-day optimisation schedule: weeks 1-2, months 1-3, quarterly review
  • Creative brief template: 5 LinkedIn ad frameworks with copy guidance
  • LinkedIn Ads benchmarks: CPM, CPL, CTR, and MQL-to-SQL by audience type
£89
Key finding: median cost per MQL with company list targeting vs £218 for broad audiences

This resource is produced by Harmonic London from active B2B programme data and client work across the UK. It is designed for B2B marketing directors, demand generation managers, and revenue operations leads who want implementation-ready frameworks rather than generic advice.

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Harmonic programmes in numbers
47
Active B2B programmes
£1.8M+
Marketing-influenced pipeline generated
31%
Average MQL-to-SQL improvement
UK-only
B2B focus, British English, UK data