PaperTube LinkedIn Ads Campaign Launch

Overview

PaperTube's LinkedIn ad campaign went live the day before this review meeting (March 2026). The campaign targets food & beverage, wellness, and supplement verticals via industry-specific landing pages hosted on the .pro domain. At the time of review, the campaign had been running for roughly 36 hours and was still in the algorithm learning phase.

Related client: ^[1]
Campaign context: ^[2]

Initial Metrics (Day 1.5)

Early click-through rate was below target, but Asymmetric noted this is typical during the learning phase and not actionable until more data accumulates.

Issues Identified

Landing Page Form Scroll Bug

The "Get a Custom Quote" CTA button on the LinkedIn ad landing pages was scrolling to the top of the page instead of jumping down to the Gravity Forms contact form. This was confirmed live during the meeting.

• Impact: Any ad click that reached the landing page could not easily locate or submit the form, potentially losing the lead entirely.
• Action taken: Karly messaged the developer during the call to fix the scroll anchor across all landing pages immediately.
• Secondary check: Karly also verified that all ad links pointed to the correct Gravity Forms-based WordPress pages (not the legacy Salesforce/Shopify forms from a prior build).

Legacy Form Confusion

Parag reported that clicking through one of the live ads brought him to an old Shopify-era Salesforce form rather than the current Gravity Forms page. Karly assessed this as likely a browser caching issue, but committed to re-verifying all ad destination URLs.

Lead Routing & Salesforce Integration

The first confirmed LinkedIn lead — John Ziebarth — was created in Salesforce the day of launch and correctly assigned via the sales team's round-robin routing.

How to Identify LinkedIn-Sourced Leads

Two signals distinguish LinkedIn ad leads from other inbound sources:

1. Domain: The lead's landing page URL will be on the .pro domain (the domain Asymmetric uses for all PaperTube campaign pages).
2. UTM Source: The UTM source field will contain the campaign identifier with an LI suffix — e.g., food-and-beverage-LI.

Parag confirmed this identification method is sufficient; no additional Salesforce field changes were needed at this time.

Round-Robin Assignment

LinkedIn ad leads are treated similarly to Google/paid search leads — they feed directly into the rep round-robin rather than being routed to Parag for personal follow-up. This is intentional: the ABM campaign handles high-priority named accounts, while LinkedIn ads serve a broader inbound acquisition role.

"LinkedIn's kind of this channel that is not dissimilar to Google, right? And that feeds our round robin." — Parag

Campaign Structure Notes

• Verticals targeted: Food & Beverage, Wellness, Supplements (Beauty also referenced)
• Landing pages: Industry-specific pages built in WordPress using Gravity Forms, integrated with Salesforce
• Form-to-CRM flow: Form submission → new Salesforce Lead created (if not existing contact) → round-robin assignment → notification to assigned rep

As additional email campaigns launch (e.g., the industry-specific ABM sequence for secondary contacts), UTM parameters will be updated to distinguish email-sourced traffic from LinkedIn ad traffic on the same .pro landing pages.

Action Items

• [ ] Fix landing page CTA scroll anchor so "Get a Custom Quote" jumps to the Gravity Forms section — Karly Oykhman (developer task, flagged during call)
• [ ] Re-verify all LinkedIn ad destination URLs point to current Gravity Forms pages, not legacy Shopify/Salesforce forms — Karly Oykhman
• [ ] Monitor campaign metrics over the next 1–2 weeks as the algorithm exits the learning phase — Karly Oykhman / Sebastian Gant

Related Notes

• ^[2] — ABM email performance reviewed in the same meeting
• ^[3] — Geofencing tactic discussed as a complement to future trade show attendance
• ^[4] — Round-robin assignment pattern used for inbound paid leads