Find underperforming LinkedIn campaigns that need budget cuts
Analyze 4 weeks of campaign performance against audience and objective benchmarks to surface budget reduction opportunities
Underperforming campaigns might be quietly draining 35% of your LinkedIn budget on audiences that will never convert
This template identifies LinkedIn conversion and retargeting campaigns consistently underperforming against your ROAS benchmarks across audience types and objectives. It analyzes 12 weeks of historical data but focuses on the last 4 complete weeks to catch recent performance degradation, then calculates exactly how much budget is trapped in campaigns targeting the wrong audiences or using ineffective creative.
Why this matters
LinkedIn's premium CPCs mean underperformance hurts more than on other platforms—a campaign 30% below benchmark at $15 CPC wastes significantly more than one at $2 CPC. Broad targeting like "All Marketing Professionals" often delivers 70% lower ROAS than precise "Director of Demand Gen at SaaS companies" but continues spending because it never hits frequency caps. This template catches these expensive mistakes, distinguishing between audience, creative, and structural issues.
How to customize
Set higher ROAS thresholds to account for LinkedIn's premium pricing. Add lead scoring data to identify campaigns generating volume but poor quality. Include audience overlap analysis to catch cannibalization between campaigns. Add company engagement metrics to spot ABM campaigns that show poor ROAS but high target account engagement. Configure different benchmarks for awareness vs conversion objectives since LinkedIn excels at different parts of the funnel.
Identify underperforming LinkedIn conversion and retargeting campaigns that you recommend reducing budget on based on ROAS or investigating for optimization.
Follow these steps:
* Pull LinkedIn ads performance for the last 12 weeks
* In the analysis only consider conversion and retargeting campaigns for the last 4 complete weeks (use the filter)
* Pull LinkedIn ads conversions to set a benchmark.
* Pull LinkedIn ads conversions by audience type to set a benchmark.
* Pull LinkedIn ads conversions by campaign objective to set a benchmark
* Identify campaigns that are underperforming significantly compared to benchmarks in terms of roas.
* Check if underperformance correlates with:
- Audience too broad (>500K) leading to poor relevance
- Audience too narrow (<10K) leading to high frequency
- Low CTR (<0.4%) indicating creative/targeting mismatch
* Output a summarized message with findings, summarized bullets to support it and a one sentence line to wrap it up. In the message state what percentage of budget this budget represents.
Note:
* Dont recommend to shift budget to retargeting or brand, they have their own media plan.
* Account-Based Marketing (ABM) campaigns often show lower ROAS but higher deal values - flag separately
* Lead Gen Form campaigns with low ROAS might have lead quality issues rather than volume problems
* List out all the campaigns with the recommended action
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