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Paid Acquisition Roadmap

LinkedIn Ads, Google, Meta, ABM

LinkedIn Ads

Campaign setup — Structure campaigns by objective tier with manual bidding and at least $3-5K monthly budget per campaign. (read more)
Audience layering — Combine job function, seniority, and company size for precise targeting within a 50K-500K audience sweet spot. (read more)
Thought Leader Ads — Sponsor employee organic posts for 2x higher click-through rates and lower CPCs than standard ads. (read more)
Benchmarks — Expect $5-10 CPC, $33-65 CPM, and $50-130 CPL depending on industry and targeting specificity. (read more)

Search campaigns — Allocate 60% budget to high-intent keywords like pricing and demo, 20% research, 20% retargeting. (read more)
Keyword strategy — Balance branded defense, competitor alternative terms, and problem-aware queries across match types. (read more)
Landing page QS — Match keyword intent to ad copy to landing page content for lower CPCs and better conversion.

Pixel + CAPI — Run browser pixel and server-side Conversions API together to capture 15-30% more conversion events. (read more)
Custom audiences — Retarget website visitors by page viewed and upload email lists to match against Facebook profiles.
Lookalikes — Build 1% lookalikes from your best customers as a seed audience for tightest match quality.

Account targeting — Use LinkedIn matched audiences and IP-based targeting to show ads only to named target accounts. (read more)
Intent signals — Use Bombora and G2 intent data to identify which target accounts are actively researching your category. (read more)
Measuring engagement — Track account-level engagement scores across impressions, clicks, and content interactions over time. (read more)

Resources: RollWorks Academy (article, free)

PAS for B2B — Lead with the problem, agitate the cost of inaction, then present your solution to cut through vendor noise. (read more)
Image vs video — Start 80% static and 20% video; use static for retargeting and video for awareness and complex demos.
A/B testing — Test one variable at a time from highest-impact down, running each test 14-30 days for statistical significance.

CAC — Divide total sales and marketing spend by new customers acquired, segmented by channel for actionable insight. (read more)
LTV:CAC ratio — Target a 3:1 ratio minimum; below 2:1 is unsustainable spending, above 5:1 signals underinvestment in growth. (read more)
Incrementality — Run holdout tests comparing exposed vs unexposed groups to measure true ad lift beyond attribution models.

Resources: HockeyStack (article, free)

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