---
title: LinkedIn Ads Performance — Paper Tube Co
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-19-papertube-asymmetric-marketing-call-131261419.md
tags:
- client:papertube
- linkedin-ads
- paid-social
- brand-awareness
- cpm
layer: 2
client_source: null
industry_context: null
transferable: true
---

# LinkedIn Ads Performance — Paper Tube Co

## Overview

LinkedIn Ads were launched for [[wiki/clients/papertube/_index|Paper Tube Co]] as part of a broader multi-channel growth strategy. As of the strategy call on 2026-04-05, the campaigns are in early stages — approximately two weeks in — with results described as promising but not yet statistically conclusive.

Three campaigns are running simultaneously. The current strategic objective is **brand awareness (CPM)**, not direct response (CPC). The team is in the algorithm learning phase and expects clearer signal within another week or two.

---

## Campaign Results (Early Snapshot)

| Metric | Value |
|---|---|
| Total Spend | $352 |
| Click-Through Rate | 0.38% |
| Optimization Goal | CPM (impressions / brand awareness) |
| Campaigns Running | 3 |
| Best Performer | Food & Beverage |

- The 0.38% CTR is **within normal range for LinkedIn video ads**, particularly at this stage.
- The Food & Beverage campaign is pulling slightly ahead of the other two, but the margin is not yet large enough to justify pausing the others.
- A prior ad set was swapped out after a day or two; the new ad set with updated video creative is performing meaningfully better.

---

## Strategic Context: CPM vs. CPC

The team is deliberately optimizing for **CPM (cost per thousand impressions)** rather than CPC (cost per click). This is a top-of-funnel brand awareness play — analogous to how Coca-Cola buys impressions to build brand salience, not to drive immediate purchases.

> "We're focusing on maximum delivery, which means getting it in front of as many people as possible. We're not really focused on clicks per se at this point." — Mark Hope

**When to shift to CPC:** Once brand awareness is established and the team moves into middle- or bottom-of-funnel messaging, the optimization goal should shift toward CPC to drive traffic and conversions.

---

## Campaign Structure

- **Three active campaigns** targeting different verticals or audience segments
- Food & Beverage is the lead performer
- All three campaigns are being kept active while the algorithm continues to learn
- The team plans to reassess in approximately one week with more data

---

## Key Observations

- **LinkedIn's algorithm needs time.** Two weeks is not enough data to draw firm conclusions or make major structural changes.
- **Video creative matters.** The swap to a new video ad set produced noticeably better results than the original.
- **Engagement exists.** Despite low CTR (expected for video/awareness campaigns), there is meaningful engagement activity being recorded.
- **Apple privacy limitations** also apply here, as they do in email — some engagement data may be underreported.

---

## Next Steps

- Monitor results for another week before making structural changes
- Evaluate whether Food & Beverage warrants increased budget allocation
- Consider when to introduce a CPC-optimized campaign for middle-funnel audiences (e.g., remarketing to site visitors)

---

## Related

- [[wiki/clients/papertube/_index|Paper Tube Co — Client Overview]]
- [[wiki/knowledge/paid-social/linkedin-ads-cpm-vs-cpc|LinkedIn Ads: CPM vs. CPC Strategy]]
- [[wiki/meetings/2026-04-05-papertube-5-point-marketing-plan|Strategy Call — 5-Point Marketing Plan]]