PaperTube LinkedIn Advertising Pilot

Overview

PaperTube is launching a $1,000/month LinkedIn advertising pilot targeting high-LTV B2B prospects in the CPG packaging space. The pilot is intentionally scoped to three of five planned segments to concentrate spend, gather meaningful data faster, and enable optimization before scaling. LinkedIn's precise professional targeting justifies its higher cost relative to Google Ads given the potential account value.

This strategy was finalized in the ^[1] engagement and is being executed in coordination with the broader ^[2] and ^[3].

Campaign Structure

Budget

Target Segments (Pilot — 3 of 5)

Segments deferred for Phase 2: Premium Lifestyle, [fifth segment TBD]. Content and copy have been drafted for these; graphics will be held until pilot data justifies expansion.

Rationale for Segment Selection

• Premium F&B is PaperTube's strongest existing market and a natural fit for their packaging capabilities.
• Beauty & Personal Care was identified by Parag as a high-fit vertical given packaging aesthetics.
• Supplements & Wellness receives a smaller allocation as a test; performance will determine whether it stays or is swapped for a deferred segment.

Targeting Approach

LinkedIn is chosen over Google for this campaign because it enables explicit professional targeting — job title, company, industry — rather than keyword-intent casting. This precision is worth the higher CPM/CPC given the account profile being pursued.

Target account profile: Mid-to-large CPG brands in the three segments above, likely reached through procurement, operations, or brand/marketing decision-makers.

Key Metrics

CPA Benchmarking Context

A higher CPA is explicitly acceptable here. Target accounts carry estimated LTV of $50,000–$250,000+. The economics of LinkedIn's targeting cost are justified even at elevated CPA levels that would be unacceptable in lower-LTV contexts (e.g., e-commerce consumables).

Ad Creative

Approach

• Launch with existing video assets to avoid delays from perfectionism. Parag confirmed that launching with older content and swapping in new creative later is preferable to holding the campaign.
• Graphics will be drafted within one week of receiving video assets from Ricardo (PaperTube's internal designer/content creator).
• New creative from Ricardo will be swapped in once available and if CTR data suggests it would improve performance.

Action Items (Creative)

• Karly to follow up with Ricardo via email to gauge timeline on new video content.
• Asymmetric design team to deliver 2–3 graphics drafts within 2–3 days of receiving video assets.
• LinkedIn campaign to launch approximately one week after email campaigns go live.

Landing Pages & Forms

• Landing pages are in development; target completion is EOD the day after this meeting was held.
• Forms will be built in Salesforce Account Engagement (not natively on Shopify) to ensure proper sync.
• Forms will include a phone number field to enable the hot-lead call track.
• Form fills will route directly to Parag — not into the standard round-robin or existing automation flows — so he can personally vet initial lead quality.

See ^[4] for how form fills feed into the hot lead response track.

Pilot Philosophy

"If it's good enough, let's not kill it in pursuit of perfection." — Parag Agrawal

The pilot is designed to generate actionable data within 1–2 months, not to be a fully optimized campaign from day one. Key decision points after the pilot:

• Drop a segment if one underperforms (e.g., swap Beauty & Personal Care for Premium Lifestyle).
• Increase budget if qualified leads are confirmed and ROI is demonstrated.
• Reallocate from other channels (Facebook, Google) once LinkedIn proves out.

Related Articles

• ^[5]
• ^[6]
• ^[7]
• ^[8]