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Campaign Templates

Ready-to-use campaign briefs and structures for LinkedIn, Google, and Meta.

Table of Contents

Campaign Brief Template

Use for every campaign:

Campaign Name: [Q2-2025-LinkedIn-ABM-Enterprise]
Objective: [Generate 50 SQLs from Enterprise accounts ($50k+ ACV)]
Budget: [$15k/month]
Duration: [90 days]
Channels: [LinkedIn Ads, Retargeting, Email]
Audience: [Director+ at SaaS companies, 500-5000 employees, EU/US]
Offer: [Gated Industry Standard Report]

Success Metrics:
  - Primary: 50 SQLs, <$300 CPO
  - Secondary: 500 MQLs, 10% MQLSQL rate, 40% email open rate

HubSpot Setup:
  - Campaign ID: [create in HubSpot]
  - Lead scoring: +20 for download, +30 for demo request
  - Attribution: First-touch + Multi-touch

Handoff Protocol:
  - SQL criteria: Title + Company size + Budget confirmed
  - Routing: Enterprise SDR team via HubSpot workflow
  - SLA: 4-hour response time

Validation: Campaign appears in HubSpot with all assets tagged.

LinkedIn Ads Structure

Account Hierarchy

Account
 Campaign Group: [Q2-2025-Enterprise-ABM]
    Campaign 1: [Awareness - Thought Leadership]
      Ad Set: [CTO/VP Eng, US, Tech Companies]
      Creatives: [3 carousel posts, 2 video ads]
    Campaign 2: [Consideration - Product Education]
      Ad Set: [Engaged audience, retargeting]
      Creatives: [2 lead gen forms, 1 landing page]
    Campaign 3: [Conversion - Demo Requests]
       Ad Set: [Website visitors, content downloaders]
       Creatives: [Direct demo CTA, case study]

Targeting Settings

Parameter Series A Sweet Spot
Company Size 50-5000 employees
Job Titles Director+, VP+, C-level
Industries Software, SaaS, Tech Services
Budget Start $50/day per campaign

Scaling Rules

  • CAC < target Increase budget 20% weekly
  • CAC > target Pause, optimize, relaunch
  • Scale 20% weekly maximum to maintain performance

Lead Gen Forms vs Landing Pages

Type Conversion Quality Use Case
Lead Gen Forms 2-3x higher Lower TOFU/MOFU
Landing Pages Lower Higher BOFU/demos

Validation: LinkedIn Insight Tag firing. Matched audiences syncing.

Campaign Priority

  1. Search - Brand (highest priority, protect brand terms)
  2. Search - Competitor (steal market share)
  3. Search - Solution (problem-aware buyers)
  4. Search - Product Category (earlier stage)
  5. Display - Retargeting (re-engage warm traffic)

Search Campaign Template

Campaign: [Search-Solution-Keywords]
 Ad Group: [project management software]
   Keywords:
    - "project management software" [Phrase]
    - "best project management tool" [Phrase]
    - +project +management +solution [Broad Match Modifier]
   Ads: [3 responsive search ads]

 Ad Group: [team collaboration tools]
    Keywords: [5-10 tightly themed keywords]
    Ads: [3 responsive search ads]

Keyword Strategy

Type Match Bid Priority
Brand Terms Exact High - protect brand
Competitor Terms Phrase Medium - comparison
Solution Terms Phrase Medium - category
Problem Terms Broad Lower - education

Negative Keywords (Maintain 100+)

free, cheap, jobs, career, reviews, salary, login, support,
download, tutorial, course, certification, example, template

Bid Strategy Progression

  1. New campaigns: Manual CPC (control)
  2. After 50+ conversions: Target CPA
  3. After 100+ conversions: Maximize Conversions with tCPA
  4. EU markets: Bid 15-20% higher for same quality

Validation: Conversion tracking firing. Search terms report reviewed weekly.

Meta Ads Structure

When to Use Meta

Scenario Meta LinkedIn
ACV <$10k
Visual product
SMB audience
Enterprise

Campaign Template

Campaign Objective: [Conversions]
 Ad Set 1: [Lookalike - 1% of converters]
   Placement: [Feed + Stories, Auto]
 Ad Set 2: [Interest - Business Software]
   Placement: [Feed only]
 Ad Set 3: [Retargeting - Website 30d]
    Placement: [All placements]

Creative Best Practices

  • Video format: 1:1 or 9:16 for Stories
  • First 3 seconds: Hook with problem or result
  • Show product UI in action
  • Add captions (85% watch muted)
  • Test 3-5 variants per campaign

Validation: Meta Pixel events firing. Conversion values passing correctly.

Ad Copy Frameworks

LinkedIn Thought Leadership

[Industry insight or contrarian take]

[Supporting data point or experience]

[Call to discuss or engage]

#RelevantHashtag #Industry

LinkedIn Social Proof

[Customer result with specific numbers]

"[Customer quote]"
- [Name, Title, Company]

[Soft CTA: See how ]

Google Responsive Search Ads

Headlines (15 required): - H1-3: Value props (Save 10 hours/week, Trusted by 500+ teams) - H4-6: Features (AI-powered, Real-time sync, Mobile app) - H7-9: Social proof (4.8 G2 rating, Used by Microsoft) - H10-12: CTAs (Start free trial, Book demo, See pricing) - H13-15: Dynamic keyword insertion

Descriptions (4 required): - D1: Primary value prop + CTA (30-60 chars) - D2: Feature list + differentiator (60-90 chars) - D3: Social proof + urgency (45-90 chars) - D4: Backup generic (60-90 chars)

Validation: Ad strength score of "Excellent" before launch.

2026 Galyarder Labs. Galyarder Framework.