Aviary LinkedIn Ads Proposal

Overview

During the ^[1] Google Ads review, the team identified LinkedIn Ads as a high-priority next channel for Aviary's B2B lead generation. Google's broad search inventory struggles to isolate Aviary's narrow target audience (banks, credit unions, insurance companies), making LinkedIn's role-based and company-level targeting a natural complement.

Karly Oykhman was assigned to draft this proposal. The recommended budget is $600/month (~$20/day), which exceeds LinkedIn's $10/day minimum while remaining within a realistic ask given Aviary's existing $1,000/month experimental ad budget.

"Oh, yeah, definitely. I mean, it's an expensive outlet, but I mean, we can get specifically the people that they want." — Karly Oykhman

Proposed Budget

The $600/month figure was chosen as a middle ground — enough to generate meaningful data without requiring a large incremental budget ask. If Aviary approves, this would likely be positioned as an add-on to the existing Google Ads budget, requiring client approval for additional spend.

Target Audience

Aviary sells outbound voice AI to financial services institutions. LinkedIn's targeting capabilities make it well-suited to reach:

• Job titles / functions: Operations, IT, Customer Experience, Digital Transformation roles at banks and credit unions
• Company type: Financial services, banking, insurance
• Seniority: Manager, Director, VP, C-Suite
• Geography: United States (to be confirmed with client)

The team also noted that Blessing's personal LinkedIn following may be more relevant than the Aviary company page followers at this stage, since LinkedIn Matched Audiences require an established ad account before they can be leveraged effectively.

Rationale

Why LinkedIn Over Google Alone

Google's Discovery campaign was paused after analysis showed it was attracting consumer traffic (e.g., "voice AI generator" searches) rather than B2B buyers. $169 was wasted on irrelevant consumer queries in 90 days. LinkedIn sidesteps this problem entirely by targeting based on professional identity rather than search intent.

Additionally, the team noted that credit unions and banks are likely Microsoft/Windows-heavy organizations — a demographic that skews toward LinkedIn usage.

Channel Fit

• Aviary's product is a high-consideration, enterprise-adjacent B2B sale
• Decision-makers at financial institutions are reachable on LinkedIn by title and company
• LinkedIn allows message-level personalization (Sponsored Content, Message Ads) suited to a consultative sales motion

Recommended Ad Formats

To be finalized in the proposal draft, but likely candidates include:

• Sponsored Content (Single Image Ads): Brand awareness and lead gen targeting operations/IT personas
• Lead Gen Forms: Native LinkedIn forms to capture demo requests without requiring a landing page click (useful while Aviary's dedicated landing pages are still being finalized)
• Message Ads (InMail): Direct outreach to a curated list of decision-makers at target institutions

Dependencies & Timing

LinkedIn Ads should not launch until:

1. Conversion tracking is verified on the Google Ads side (Sebastian is testing form fills and meeting bookings)
2. Client approves additional budget beyond the existing $1,000/month Google Ads allocation
3. Proposal is drafted and presented by Karly

The team agreed LinkedIn is a "while" away — current priority is stabilizing Google Ads campaigns and confirming tracking works.

Action Items

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]