BRANDARCHWAY / FREE VALUE

LinkedIn Ads checklist

Review audience fit, your offer, the ad journey and the quality of the enquiries it produces.

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Company: ____________________ Review date: ____________________

Before you start

Your website, target customer and campaign goal. If available, bring targeting settings, ads, landing pages or lead forms, recent results and anonymised sales feedback for the same period.

Use the same reporting period when comparing results. Record unknowns as unknowns. Keep customer details out of shared worksheets.

CHECK 1 / 4

Describe the people you need to reach

Does the campaign audience match your actual buyers?

Compare the intended customer with your targeting and available audience reporting. Check role, company context and whether the problem you solve is relevant to them.

Next step: If several different buyers are mixed together, write down their different needs before changing the campaign. Choose a clear audience and reason to respond.

What we observed or still need to verify

CHECK 2 / 4

Give the right person a reason to act

Is the offer useful at this point in their decision?

Read the ad without your own background knowledge. Identify the specific problem, the useful result and what somebody must do to get it.

Next step: If the offer only describes your company, make the value to the reader concrete. A practical resource should solve a real, bounded problem on its own.

What we observed or still need to verify

CHECK 3 / 4

Check the experience after the click

Does the next step deliver what the ad promised?

Try the landing page or lead form on your phone. Check the requested information, the explanation of what happens next and how the promised resource is delivered.

Next step: Remove unnecessary effort and fix any broken delivery step. Keep the promise and wording consistent from the ad through to the resource or conversation.

What we observed or still need to verify

CHECK 4 / 4

Review lead quality with sales

Did these people fit, and did anyone follow up?

Compare results with anonymised lead feedback. Separate resource downloads, suitable prospects and actual conversations. Note missing follow-⁠up and unknown outcomes.

Next step: Agree one improvement with the person handling enquiries. Judge the next review on that change and its evidence, rather than click-⁠through rate alone.

What we observed or still need to verify

Choose one change

Choose the issue blocking a useful customer action or preventing you from judging the work. If evidence is missing, finding it can be the first action.

Our first priority and the evidence behind it

The next action and its owner

What we will check, and when

Keep this decision in a short playbook. AI can help organise non-sensitive notes or prepare a draft; a person verifies the evidence and approves the change.