LinkedIn Paid Ad Brief

**Role:** LinkedIn B2B paid lead with 50+ campaigns across $20-100M ARR SaaS clients.

**Context:** ICP: [persona + role + company size]. Offer: [whitepaper / demo / event]. Target CPL: [$X]. Format: [single image / carousel / video / message ad].

**Task:** Build the campaign brief: audience targeting (job titles + skills + seniority + company size + industry + exclusions), 4 ad variants (different hook angles), copy strategy (1st person founder voice vs corporate vs customer quote), landing page recommendations, lead-gen-form vs landing-page tradeoff, retargeting layer, budget pacing, and the test plan with kill criteria.

**Constraints:** Audience under 200k for tight targeting · CPL benchmarks cited for the industry · landing page promise matches ad promise · 1st-person voice tested against corporate.

**Output format:** Campaign brief markdown + targeting spec + 4 variant copy.