PaperTube — LinkedIn Ads Strategy
Overview
LinkedIn advertising is a new channel for PaperTube, introduced as part of the broader [1] ABM strategy. It was selected specifically for its B2B targeting capabilities — the ability to reach named accounts and specific job titles makes it a strong fit for account-based campaigns targeting founder-owned DTC brands.
This article covers the LinkedIn-specific targeting approach, bid strategy, and how ads connect to the rest of the ABM execution plan.
Why LinkedIn for This Campaign
PaperTube had not previously run LinkedIn ad campaigns. The channel was recommended because:
- Account-level targeting: LinkedIn allows advertisers to upload a named account list and serve ads exclusively to people who work at those companies — a direct match for ABM.
- Job title targeting: Campaigns can be scoped to marketing personas (brand managers, founders, CMOs) rather than procurement or fulfillment contacts, which aligns with PaperTube's brand-first messaging approach.
- Vertical segmentation: Different ad sets can be created per vertical (Food & Beverage, Supplements & Wellness, Beauty & Personal Care, Ag, Premium Lifestyle), each driving to a corresponding vertical landing page.
"LinkedIn, I think it's going to be a really good fit for you guys because you can get very targeted on there… we can run ads directly to people who work at those companies, target those companies specifically."
— Karly Oykhman
Targeting Architecture
Bullseye Accounts (ABM Core List)
- Upload the ~400-contact ABM list as a matched audience
- Target by company + relevant job titles (marketing, brand, founder)
- Serve vertical-specific ads driving to the corresponding [2]
Outer Rings (Broader Awareness)
- Expand targeting to industry + job title combinations without account-level matching
- Used for top-of-funnel discovery beyond the named account list
- Lower bid priority than bullseye accounts
Bid Segmentation Strategy
Bids are segmented by audience proximity to the ICP bullseye:
| Audience Tier | Targeting Method | Bid Level | Goal |
|---|---|---|---|
| Bullseye (named accounts) | Company list + job title | High | Direct pipeline from ABM targets |
| Second ring (industry + title) | Vertical industry + persona | Medium | Awareness, surface new accounts |
| Outer rings | Broad industry | Low | Top-of-funnel, exploratory |
"With bidding, you might say that those targets that are in the bullseye, we're bidding relatively high because those are exactly the people we want to talk to. And then for those people in the second or the third ring out, we bid lower, because they're more top of funnel."
— Mark Hope
Ad-to-Landing Page Flow
Each ad set drives traffic to a vertical-specific landing page. The landing pages share a common framework but use copy and social proof tailored to the vertical. The primary CTA on each page is a quote request.
Vertical → Landing Page mapping:
- Food & Beverage → /landing/food-beverage
- Supplements & Wellness → /landing/supplements-wellness
- Beauty & Personal Care → /landing/beauty-personal-care
- Ag → /landing/ag
- Premium Lifestyle → /landing/premium-lifestyle
See [3] for copy status and review timeline.
Messaging Pillars
All LinkedIn ads draw from the same three core differentiators used across the ABM campaign:
- Patented child-resistant technology — relevant primarily for cannabis vertical targeting
- Brand-first approach — ads speak to marketing personas, not procurement
- Track record with artisan brands — social proof from existing high-quality brand partners
Status & Next Steps
- [ ] LinkedIn Ads account setup (new channel — not yet active)
- [ ] Define ad formats per vertical (sponsored content, message ads, etc.)
- [ ] Upload ABM account list as matched audience once Salesforce import is complete
- [ ] Align ad creative with landing page copy after Parag's review (due EOW Jan 16)
- [ ] Set bid structure per tier prior to launch
Related
- [4]
- [5]
- [3]
- [6]
- [7]