BACKGROUND
This project was for a client in the B2B pay equity consultancy space, running alongside a Facebook lead gen campaign for the same brand. The goal was to generate qualified leads directly within LinkedIn from senior HR decision-makers, with a higher-commitment ask than the free resource being offered on Facebook.
I wrote a lead gen form ad that frames the diagnostic session as something with genuine value rather than a discovery call in disguise, and kept the form fields to two beyond the LinkedIn pre-fills to protect completion rate. The cross-platform logic was deliberate: Facebook casts wide with a free checklist at awareness stage, while LinkedIn targets decision-makers with a more specific, higher-intent ask. The result was a LinkedIn ad structured to convert the segment of the audience already close to a buying decision rather than trying to do the full awareness-to-conversion job in one platform.
