---
title: PaperTube LinkedIn Ads Campaign Launch
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-12-papertube-asymmetric-marketing-call-129392889.md
tags:
- client/papertube
- linkedin-ads
- paid-social
- salesforce
- lead-routing
- landing-pages
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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:** [[wiki/clients/papertube/_index]]
**Campaign context:** [[wiki/clients/papertube/abm-email-campaign-review-march-2026]]

---

## Initial Metrics (Day 1.5)

| Metric | Value |
|---|---|
| Impressions | ~4,000 |
| Clicks | 18 |
| Cost per result | Higher than target (expected to normalize) |
| Top-performing segments | Food & Beverage, Wellness |

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

- [[wiki/clients/papertube/abm-email-campaign-review-march-2026]] — ABM email performance reviewed in the same meeting
- [[wiki/knowledge/paid-social/trade-show-geofencing-strategy]] — Geofencing tactic discussed as a complement to future trade show attendance
- [[wiki/knowledge/crm/salesforce-lead-routing-round-robin]] — Round-robin assignment pattern used for inbound paid leads