Find LinkedIn campaigns needing creative refresh
Analyze CTR performance against format and audience benchmarks to prioritize creative optimization opportunities
Campaigns with low CTRs face LinkedIn's harsh quality score penalties and premium CPC increases
This template finds LinkedIn campaigns where click-through rates fall below format and audience benchmarks. It analyzes 12 weeks of performance data to identify campaigns that still convert but cost significantly more because of poor CTR performance across different ad formats and professional audiences.
Why this matters
LinkedIn's average CTR of 0.44% means every decimal point matters. When your Single Image campaign delivers 0.2% CTR while the benchmark is 0.5%, you're paying 40-60% higher CPCs due to relevance penalties. B2B creative that resonates with "Manager" level might completely miss with "VP" audiences. This template identifies exactly which campaigns need creative refresh, broken down by format and audience type, revealing whether you have a creative problem or an audience-message mismatch.
How to customize
Add engagement metrics beyond CTR like video view rates and form fill rates. Include creative rotation data to identify campaigns running too few variants. Set different CTR benchmarks for awareness vs conversion campaigns. Add InMail-specific metrics if using Message Ads since they follow different engagement patterns. Layer in company engagement rates for ABM campaigns where individual CTR might be low but target account engagement is high. Configure thresholds based on audience seniority levels.
Identify LinkedIn campaigns that need an ad refresh. Identify optimization potential in our LinkedIn campaigns. We are looking for campaigns that are working, but are underperforming in terms of CTR compared to benchmarks in the segment.
Follow these steps:
* Pull LinkedIn ads performance for the last 12 weeks
* Pull LinkedIn ads conversions to set a benchmark.
* Pull LinkedIn ads conversions by ad format (Single Image, Carousel, Video, Text Ad, Message Ad) to set a benchmark.
* Pull LinkedIn ads conversions by audience type to set CTR benchmarks
* Identify campaigns that are underperforming significantly compared to benchmarks in terms of CTR
* Check if low CTR correlates with:
- High frequency (>3 for audiences under 50K)
- Specific ad formats underperforming
- Audience-creative mismatch (e.g., junior-level creative to C-suite audience)
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. In the message list out the campaign, its CTR and the benchmark CTR by format/audience.
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