How to plan, manage & optimize ABM campaigns on LinkedIn Ads with AI

Growth Meetup · Online · 17 Nov 2026

Emilia Korczynska · Head of Marketing & co-founder, ZenABM

About me

Emilia Korczynska

Head of Marketing & co-founder, ZenABM

Ex VP Marketing, Userpilot: 0 to 8 figures, built a 7-figure ABM program

This presentation is here:

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What ZenABM does ✨

🎯

Target account engagement

🧭

Multi-channel account journeys

📊

Account scoring

📡

Intent signals for outbound and sales

🤖

AI agent & MCP server

✍️

Create and manage LinkedIn ads from Claude

🔍

Analyse performance in Claude or ChatGPT

🧠

Plan campaigns with expert skills

💰

Revenue attribution & ROI

📈

Revenue per campaign dashboards

📬

Weekly AI-generated reports

⚙️

Campaign optimisation

💸

Bids and budgets with AI

🚫

Exclude companies, job titles, industries

⏱️

Impression caps and scheduling

ZenABM in action: why we’ll need it today

🤖

Build ads like this in Claude or with Zena AI

One prompt writes the ads

…and pushes them to a new ad set

Today: you build all your COLD ads this way

Facilitating account movement from COLD to WARM

🎯

Every account: ABM stage, signals, intents

See which target accounts engage

Accounts move COLD → WARM on their own

Today: you set up your ABM stages

Tracking account movement & pipeline impact:

LinkedIn-influenced pipeline by month

Spend next to closed won and ROAS

Today: your own close rate and CPM for the budget maths

💰

Pipeline, revenue & ROAS

Start your FREE trial to build along 🛠️

No card

No obligation

37 days free

📱 app.zenabm.com/signup

Agenda

Prep

Check your homework · 10 min

Access, your ICP and your target account list

Part 1

Plan your campaign · 25 min

Strategy, accounts to target and your budget

Part 2

Build and launch COLD · 2 h 20 min

ABM stages, angles, every ad format, budget, ad sets, go live

Part 3

Launch it LIVE!  · 15 min

Impression caps, COLD to WARM, monitoring, pacing, sales

⏱️ 3 h 30 min in total, with a 10-minute welcome and 10 minutes for questions

Before the workshop

Prep · ⏱️ 10 min check-in

Do these 5 steps first, so you can build along

Get access to four tools

Start your free ZenABM trial

Scan to sign up

37 days free

Includes the MCP that connects Claude to your LinkedIn Ads

app.zenabm.com/signup

Connect ZenABM to Claude

1

Claude: Settings → Connectors → Add custom connector

2

Paste app.zenabm.com/api/mcp

3

Sign in to ZenABM and approve access

4

Test it: “List my LinkedIn campaigns”

Define your ICP: companies and job titles

Companies

Industry

Company size

Region

Taken from the deals you won

Job titles

End users: use the product

Economic buyers: sign the contract

Influencers: get asked for an opinion

PROMPT 1 · TRY IT IN CLAUDE

Ask Claude with your CRM connected

“From my won deals, which industries, company sizes, regions and job titles show up most?”

How many accounts do you need to target? Find these 4 numbers for the workshop

💵 Revenue goal for the campaign (per quarter)

$

Your plan

💰 Target ACV

$

✅ Close rate

%

📂 Deal-open rate

%

No data? Use benchmark 0.58%

📋 PROMPT 2

“From my LinkedIn Ads and CRM data, what are my ACV, close rate and deal-open rate?”

Needs your LinkedIn Ads and CRM connected to ZenABM

🎯 Target accounts

= goal ÷ ACV ÷ close rate ÷ deal-open rate

What budget do you need? Find these 2 numbers for the workshop

👥 People you will target per account

From your ICP job titles

💸 CPM (cost per 1000 impressions)

$

ZenABM · no data? Use $78.30

📋 PROMPT 3

“From my LinkedIn Ads data, what is my average CPM?”

Needs your LinkedIn Ads and CRM connected to ZenABM

💳 Budget needed

= accounts × people × 15 impressions × CPM ÷ 1,000

Build your account list from won deals

1

Use your CRM MCP connection to list your best won and lost deals at the target ACV you want from your campaign

2

Ask Claude what your won accounts have in common

3

Find lookalikes: aim for thousands, not hundreds

4

Add each company’s LinkedIn URL: 90%+ match rate

Example: Prospeo’s AI lookalikes

PROMPT 4 · TRY IT IN CLAUDE

/account-list-building

“Find lookalikes of my top 20 won accounts, with LinkedIn page URLs.”

Lookalike tools: all free to start

Prospeo

AI lookalikes

Free: 100 credits a month

1 credit = 1 company exported

prospeo.io

Ocean.io

AI lookalikes

Free trial: 300 credits, 2 weeks

1 credit = 1 company exported

ocean.io

Clay

List building

Free: 100 data credits a month

0.5 to 10+ credits per enrichment

clay.com

Icypeas

Cheapest at scale

Free: 50 credits on sign-up

1 credit = 50 companies found

icypeas.com

LeadMagic

Cheapest at scale

Free trial: 100 credits, no card

In-app company search: no credits

leadmagic.io

Apollo

List building

Free: 900 credits a year

Lookalikes on paid plans only

apollo.io

💡

Seed Prospeo or Ocean.io with your best won accounts, then match their industry, size and country in Icypeas or LeadMagic to reach thousands of companies

Upload the list to LinkedIn 48 hours early

1

Ask Claude to format it as LinkedIn’s company list: name, website, LinkedIn URL

2

Campaign Manager → Plan → Audiences → Create audience → upload the list

3

Wait up to 48 hours while LinkedIn matches it

4

Check the match rate: aim for 90%+

Before the workshop, tick all 9

1

LinkedIn Campaign Manager access

2

Claude paid plan

3

ZenABM trial, LinkedIn Ads & CRM connected

4

CRM connected to ZenABM

5

ZenABM MCP connected to Claude

6

ICP: companies and job titles

7

Your numbers: goal, ACV, close rate, deal-open rate, CPM

8

Thousands of lookalikes, with LinkedIn URLs

9

List uploaded 48 hours early, 90%+ match

Plan your campaign

Part 1 · ⏱️ 25 min

You will leave this part with two numbers: how many accounts to put on your target list, and your budget

Pick your ABM strategy

1:many

Thousands of accounts

One message per persona or industry

​

This workshop

1:few

Dozens to hundreds

One message per group of similar accounts, like one industry

1:1

A handful of big accounts

Custom ads and sales outreach for each one

Start from 1:Many

🔍

1:1 and 1:few need deep research on every account

🛠️

Custom ads for every account or cluster: slow and costly to build

⚠️

Riskier: few accounts, so one lost deal sinks the quarter

🚀

1:many goes live in days and shows you which accounts engage, so you can retarget them + give sales a focus list

🎯

ABM’s job isn’t lead generation. It’s getting into the right accounts.

Source: startupsword.com

Start from your revenue target

Work backwards from a $200K quarter. Every account needs 10 to 15 impressions per person you target: here 3 people × 15 impressions.

💵 Revenue target

$200K

New revenue you need this quarter

🤝 Deals to open

40

$200K ÷ $25K ACV = 8 won

8 ÷ 20% close rate = 40

🎯 Target accounts

~7,000

40 ÷ 0.58% of accounts that open a deal

👀 Impressions

315K

7,000 accounts × 3 people × 15 impressions each

💳 Budget

~$25K

315K ÷ 1,000 × $78.30 CPM, for the quarter

LinkedIn first, Meta and Reddit later

LinkedIn Ads · now

Target a list of companies and the job titles inside them

​

Run both COLD and WARM here

Meta and Reddit · later

Cheap retargeting of your website visitors

​

Only once you have a lot more website visitors from the LinkedIn campaign

Calculate the number of target accounts needed

🎯

⏱️ 10 min

Calculate how many accounts you need

🎯 Target accounts =

💵 Revenue goal

Your plan

÷

💰 ACV

ZenABM / CRM

÷

✅ Close rate

ZenABM / CRM

÷

📂 Deal-open rate

ZenABM · or 0.58%

Get your own numbers from ZenABM MCP / your CRM MCP

PROMPT 5 · ASK ZENABM / YOUR CRM MCP IN CLAUDE

“What are my average ACV, close rate, deal-open rate and CPM?”

📊

No data yet? 0.58% deal-open rate, $78.30 CPM

🔌

Needs LinkedIn Ads + CRM connected

Example: target accounts for a $200K quarter

Example numbers only: 0.58% is a benchmark, not your rate. Use your own from ZenABM.

Your numbers: how many accounts?

1

🏆 Deals to win

$

Revenue goal

÷

$

ACV

=

Deals to win

2

🤝 Deals to open

Deals to win

÷

%

Close rate

=

Deals to open

3

🎯 Target accounts

Deals to open

÷

%

Deal-open rate

=

Target accounts

Enter percentages as decimals: 20% = 0.2, 0.58% = 0.0058.

Don’t like doing maths? Use ZenABM’s /budget-planning skill

📋 PROMPT 6 · PASTE INTO CLAUDE

/budget-planning My revenue goal this quarter is [$200K] and my average deal is [$25K]. How many target accounts do I need?

Uses your own ACV, close rate and deal-open rate

Works back from your revenue goal

Also gives the COLD and WARM budget, month by month

Calculate the budget needed

💳

⏱️ 10 min

Calculate your budget

💳 Budget =

🎯 Target accounts

Outcome 1

×

👥 People per account

Your ICP

×

👀 Impressions per person

10 to 15

×

💸 CPM

ZenABM · or $78.30

÷ 1,000

Example: the budget for 7,000 accounts

Example: 3 people per account and the $78.30 benchmark CPM. Use your own. $24,665 a quarter ≈ $8.2K a month.

Your numbers: how much budget?

1

👩‍💻 People to reach

Target accounts

×

People / account

=

People to reach

2

👀 Impressions

People to reach

×

Impressions each

=

Impressions

3

💳 Quarterly budget

Impressions

÷ 1,000 ×

$

YOUR CPM

=

$

Quarterly budget

4

📅 Monthly budget

$

Quarterly budget

÷ 3

=

$

Monthly budget

Don’t like doing maths? Use ZenABM’s /abm-strategy-planning skill

📋 PROMPT 7

/abm-strategy-planning

“Plan my LinkedIn ABM program: $200K new revenue next quarter, $25K deal size. How many accounts and how much budget do I need?”

Uses your own cost per click and deal data

Checks if the budget can reach the goal

Gives you a plan you can download as a PDF

Budget per ad set allocation

🧮

⏭️ after we’ve discussed the ad sets

Build and launch your COLD campaign

Part 2 · ⏱️ 2 h 20 min

ABM stages, angles, every ad format, budget, ad sets, go live

❄️ COLD campaign: get your list to know you

👥

WHO

Target accounts that haven’t engaged yet

🎯

JOB

Reach them often and cheaply, until they know you - and FILTER OUT those in the market

💰

BUDGET

100% for 6 to 8 weeks, then ~70%

❄️ COLD: ad formats and objectives

📝

Text ads

→

🖱️ Website visits

🔦

Spotlight

→

🖱️ Website visits

🗣️

Thought leader

→

📣 Brand awareness

📄

Document

→

🖱️ Website visits

🎬

Video

→

▶️ Video views

Optional

🧩

Each card = one ad set: one format, one objective

🔥 WARM campaign: turn interest into pipeline

👥

WHO

Accounts that engaged: Interested and Considering

🎯

JOB

Retarget with proof and a clear next step: demo or trial

💰

BUDGET

~30%, once accounts reach Interested

🔥 WARM: ad formats and objectives

📝

Text ads

→

🖱️ Website visits

🔦

Spotlight

→

🖱️ Website visits

🗣️

Thought leader

→

💬 Engagement

📄

Document

→

🖱️ Website visits

🎬

Video

→

🖱️ Website visits

🖼️

Single image

→

🖱️ Website visits

If budget allows

ABM stages

🎯

⏱️ 15 min · find them in your own data

ABM stages move accounts from COLD to WARM

These are ZenABM’s own thresholds. Don’t copy them: find yours in your deal data (next 2 slides)

❄️ COLD campaign

🔥 WARM campaign

Identified

On your target list

Aware

50+ ad impressions

Interested

10+ engagements or 5+ clicks

Considering

Becomes a lead or a website contact

Step 1: find the signals that predict deals · ⏱️ 5 min

📋 PROMPT 8 · PASTE INTO CLAUDE

Using ZenABM, pull all target companies from the last 180 days with their LinkedIn impressions, engagements and clicks (by ad format) before their first deal, their highest ABM stage before the deal, and whether they opened a deal. For each signal below, build a 2×2 table and calculate lift with a 95% range, coverage, phi and significant at = (1.96 ÷ phi)². Drop signals where significant at is bigger than my number of companies, or where the 95% range crosses 1x. Split companies in half at random, find the best signals on half A, and show me only the ones that still hold on half B. Rank the result by phi, then show a second list ranked by lift. Use these signals: [the 50 signals in your handout]

50 signals to test

📣 Reach

💬 Engagement

🖱️ Clicks

➕ Reach + engagement

🧩 Ad formats

🔗 Format pairs

🗣️ Thought leader combos

🎯 ABM stages

📄 Full list in your handout

Step 2: create those signals and one WARM audience · ⏱️ 5 min

📋 PROMPT 9 · PASTE INTO CLAUDE

Create a signal in ZenABM for each signal that held up on half B, named after its rule (for example “10+ engagements · 180 days”), counting all our LinkedIn ads. Then create one audience, “WARM · deal signals”, of every company that carries any of these signals (OR), and sync it to LinkedIn.

🔥

This audience is who your WARM campaign targets

🔄

ZenABM refreshes it daily and syncs it to LinkedIn

👥

LinkedIn needs 300+ matched members to use it

Campaign angles

🧭

⏱️ 10 min · pick your 5

Pick 4 to 5 campaign angles

An angle = one problem you solve

Repeat the same angles in every ad format

Example: ZenABM’s 4 angles

🤖

Angle 1

Creating ads with AI

💰

Angle 2

Revenue attribution

📡

Angle 3

Company engagement signals

⚙️

Angle 4

LinkedIn Ads optimisation

Landing pages aligned with the angles 🎯

🤖

Creating ads with AI

🔗 zenabm.com/create-linkedin-campaigns-with-ai

💰

Revenue attribution

🔗 zenabm.com/multichannel-attribution

📡

Company engagement signals

🔗 zenabm.com/companies-engagements

⚙️

LinkedIn Ads optimisation

🔗 zenabm.com/budget-savers

🔌

LinkedIn Ads inside Claude (MCP)

🔗 zenabm.com/mcp

Pick your 5 angles now · ⏱️ 5 min

🎯 Your 5 angles

1

2

3

4

5

📋 PROMPT 10 · PASTE INTO CLAUDE

From my won deals and call notes, list the 5 problems customers mention most, with how often each comes up. Turn each one into an ad angle.

Now list the right landing page on your website for each angle

🔗 Your 5 pages

1

2

3

4

5

📋 PROMPT 11 · PASTE INTO CLAUDE

Go through [our website] and match each of my 5 angles to the landing page that best explains it: [angle 1], [angle 2], [angle 3], [angle 4], [angle 5]. One URL per angle. No page for an angle? Tell me what to put on a new one.

Choose your ad formats for COLD and WARM campaigns

Thought leader ads win attention and trust, text ads win cheap reach

CTR = share who click · eCPC = cost per website click · CPM = cost per 1,000 impressions

Your POC (Proof of Concept) COLD Campaign Structure

1 campaign · 5 ad sets · 29 ads

❄️ COLD campaign

no objective · your target account list

📝

8 ads

Text

Website visits

Angle 1

Angle 1 · v2

Angle 2

Angle 2 · v2

Angle 3

Angle 3 · v2

Angle 4

Angle 5

🔦

8 ads

Spotlight

Website visits

Angle 1

Angle 1 · v2

Angle 2

Angle 2 · v2

Angle 3

Angle 3 · v2

Angle 4

Angle 5

🗣️

5 ads

Thought leader

Brand awareness

✍️ New post

👤 CEO post

👥 Colleague post

💬 Customer post

📣 Brand mention

📄

5 ads

Document

Website visits

Angle 1

Angle 2

Angle 3

Angle 4

Angle 5

🎬

3 ads

Video

Video views

Angle 1

Angle 2

Angle 3

⏳ Optional: film them after the workshop

Budget per ad set allocation

🧮

⏱️ 10 min · the maths: ads and $ per ad set

How many ads can your budget feed?

Daily budget

for one ad set

÷

Cost per desired action × 3

3 desired actions per ad a day

=

Ads you can run

in that ad set

Example: $150 a day for documents ÷ ($10 per visit × 3) = 5 document ads

Desired action = the result you buy the ad set for: here, a landing-page visit

Never fewer than 5 ads per ad set (3 to 5 for video): cut a format, not ads

PROMPT 12 · TRY IT IN CLAUDE

/ad-count

What each ad needs a day, by format

Budget per ad = cost per desired action × 3 · desired action = a landing-page visit

Split the budget: COLD first, then WARM

❄️

Weeks 1 to 8

100% COLD

🔥

After week 8

70% COLD

30% WARM

Our example on the next slides: $10K a month = $333 a day

Budget per ad set: $10K a month = $333 a day

📝 Text

8 ads × ~$2

$15 / day

🔦 Spotlight

8 ads × ~$2

$15 / day

🗣️ Thought leader

5 ads × $17

$85 / day

📄 Document

5 ads × $30

$150 / day

🎬 Video · optional

3 ads × $19

$57 / day

Total: $322 of $333 a day

no video yet? $265 a day, keep the rest

Budget allocation if you HAD been running these ad formats before

📊

⏱️ 5 min · from your own cost per desired action

Calculate your budget per ad set now · ⏱️ 5 min

💳 $ a day

📝 Text

🔦 Spotlight

🗣️ TLA

📄 Docs

🎬 Video

📋 PROMPT 13 · PASTE INTO CLAUDE

From my LinkedIn Ads data for the last 90 days, list my cost per desired action for each ad format in my COLD campaign: text, spotlight, document and video ads (a landing-page visit), thought leader ads (a landing-page visit from the link in the P.S.).

​

Then calculate each ad set’s budget a day = number of ads × cost per desired action × 3 for 8 text, 8 spotlight, 5 thought leader, 5 document and 3 video ads, and give me the list in bullet points with the total a month.

Budget allocation if you HAD NOT been running these ad formats before

🧭

⏱️ 5 min · a ballpark split

Your ballpark split per ad set now · ⏱️ 5 min

💳 $ a day

📝 Text

🔦 Spotlight

🗣️ TLA

📄 Docs

🎬 Video

📋 PROMPT 14 · PASTE INTO CLAUDE

This is my monthly campaign budget: [fill in the budget]

It needs to sustain the following ad sets:• 8 text ads, Website visits: minimal budget, set $10 a day• 5 spotlight ads, Website visits: minimal budget, set $10 a day• 5 to 6 TLAs, Brand awareness: 50% of the budget• 5 document ads, Website visits: 25% of the budget• 3 video ads, Website visits: the restCalculate how much budget I should set for each ad set and give me the list in bullet points.

Ad formats: best practices and examples + CREATE YOUR OWN!

Reminder: this is what we’re creating

❄️ COLD campaign

no objective · your target account list

📝

8 ads

Text

Website visits

Angle 1

Angle 1 · v2

Angle 2

Angle 2 · v2

Angle 3

Angle 3 · v2

Angle 4

Angle 5

🔦

8 ads

Spotlight

Website visits

Angle 1

Angle 1 · v2

Angle 2

Angle 2 · v2

Angle 3

Angle 3 · v2

Angle 4

Angle 5

🗣️

5 ads

Thought leader

Brand awareness

✍️ New post

👤 CEO post

👥 Colleague post

💬 Customer post

📣 Brand mention

📄

5 ads

Document

Website visits

Angle 1

Angle 2

Angle 3

Angle 4

Angle 5

🎬

3 ads

Video

Video views

Angle 1

Angle 2

Angle 3

⏳ Optional: film them after the workshop

ZenABM’s own costs per ad format 📊

Ad format

eCPC

cost per landing-page click

CPM

cost per 1,000 impressions

eCTR

click-through to landing page

📝 Text

$6.22 🏆

$0.38 🏆

0.006%

🔦 Spotlight

$7.61

$6.15

0.08%

🗣️ Thought leader

$6.49

$46.19

0.71%

📄 Document

$10.00

$26.76

0.27%

🎬 Video

$6.23

$51.14

0.82% 🏆

🖼️ Image

$13.08

$63.42

0.49%

ZenABM’s LinkedIn ad account, May to November 2026 · $26K spend · 4.96M impressions

Text ads

📝

⏱️ 20 min · best practices, examples, your ads + ad set

Text ads: cheap reach on desktop

25-character headline, 75-character text

Your logo or a face in the 50×50 image

Lead with the problem or the benefit

Link to pricing or demo pages

OBJECTIVE AND BID

COLD and WARM: Website visits, manual CPC. You pay only per click.

Our real text ad, LinkedIn preview: 177,604 impressions for $151.25

Good examples of text ads

“MCP for Linkedyn Ads”: 177,604 impressions for $151

“Know buyer intent”: the benefit in 25 characters

Our Q4 COLD layer: text ads bought 91% of impressions for $43

ZenABM’s best text ads 📝

🎯 Highest eCTR: 0.018%

eCPC $3.34 · CPM $0.59 · 459K impressions

💸 Cheapest reach: $0.04 CPM

eCTR 0.001% · eCPC $4.05 · 110K impressions

Create your own text ads now · ⏱️ 10 min

🎯 Your 5 angles

1

2

3

4

5

📋 PROMPT 15 · PASTE INTO CLAUDE

/linkedin-text-spotlight-ads Write 8 COLD text ads from my 5 angles: [angle 1], [angle 2], [angle 3], [angle 4], [angle 5]. Each ad links to the landing page for its angle. Then add them to my DRAFT ad set “COLD · Text”.

Spotlight ads

🔦

⏱️ 15 min · best practices, examples, your ads + ad set

Spotlight ads: their photo next to your logo

50-character headline, 70-character text

One button, up to 18 characters

Add a 300×250 background image

New headlines every 2 to 4 weeks

OBJECTIVE AND BID

COLD and WARM: Website visits, manual CPC. Expect ~0.02% CTR: judge on reach.

A real spotlight ad: the viewer’s photo next to the logo

Good examples of spotlight ads

Golden Phase: the viewer’s own photo next to the logo

Wyser: one line with the viewer’s name, one button

ZenABM’s best spotlight ads 🔦

🎯 Highest eCTR: 0.135%

eCPC $7.31 · CPM $9.87 · 67K impressions

💸 Cheapest reach: $0.80 CPM

eCTR 0.011% · eCPC $7.65 · 9.5K impressions

Create your own spotlight ads now · ⏱️ 5 min

🎯 Your 5 angles

1

2

3

4

5

📋 PROMPT 16 · PASTE INTO CLAUDE

/linkedin-text-spotlight-ads Now write 8 COLD spotlight ads from the same 5 angles, each linking to the landing page for its angle, with a 300×250 background in [our brand colours] and a [Book a demo] button. Then add them to my DRAFT ad set “COLD · Spotlight”.

Thought leader ads

🗣️

⏱️ 30 min · best practices, examples, find yours + ad set

A TLA is a personal post, promoted to the selected audience

🖼️ Image ad

🗣️ Thought Leader Ad

Thought leader ads: attention, awareness and trust

1,000 to 1,500 characters, written as “I”

Open with one specific pain

Real numbers and real names

Link in the P.S., never a webinar invite

OBJECTIVE AND BID

COLD: Brand awareness, automatic bid. WARM: Engagement, manual CPC.

Marc Woodland (Winbox): 10.4% CTR, 436 clicks to the landing page

Why TLAs work: people trust people

Native: looks like an organic post, only a small “Promoted by” label

Trusted: 73% of B2B buyers trust thought leaders over marketing

Borrowed authority: execs, customers and creators bring trust

Read: 6.63s median dwell time vs 3.64s for image ads

Senior buyers read it: execs read posts they would skip as ads

Pre-sold: the post makes the case before it asks for the click

Why TLAs work: cheaper clicks & impressions

Cheaper clicks: $3.06 vs $13.23 median cost per landing page click

Rewarded by the auction: Valueships paid a $2.31 CPM vs $48

Earned clicks: they read 1,000+ characters before the P.S. link

More deals: TLA clickers opened 15.7× more first deals

Intent data: every like is a real person at a target account

Trackable: by company, and by person with Smart Links

Track TLA engagement: by account and by contact

🏢 Account level: ZenABM

👤 Contact: Smart Links

TLA writing checklist

Right author: CEO, customers, colleagues or influencers (source via e.g. Passionfroot)

Two-line hook: one specific pain, above the fold

Write as “I”: 65% of top TLAs are first person

Real numbers, real names: $51,217, Swan AI, Netflix

One story arc: situation, problem, insight, proof

1,000 to 1,500 characters in total

Link in the P.S.: after the value

One idea per post: keep the product mention light

Real screenshots, no hashtags, no AI-sounding copy

Rotate posts when frequency passes 2 to 3

Who should write your TLAs? 🤔

+ the rules that make them work

👔

Your CEO

Execs trust execs. Interview them, you draft, they edit.

🤝

Customers

Proof in their own words. Almost all say yes.

🧑‍💻

Colleagues

Match the buyer: head of product to PMs.

📣

Influencers

Borrowed trust and reach.

One idea per post, product mention light

A story, not a pitch

Real screenshots: invoices, dashboards, results

Mix voices: ~50% creators, 30% internal, 10 to 20% customers

No hashtags, no AI-sounding copy

Rotate posts when frequency passes 2 to 3

TLA Performance by Author

Good thought leader ads: why they work

KRZYSZTOF SZYSZKIEWICZ · VALUESHIPS

THE HOOK

“Millennials: skinny jeans are still cool! (they’re not). SaaS: seat-based pricing is still cool! (it’s not)”

A joke everyone gets in 2 lines

One specific pain: outdated pricing

Real photos, 2019 vs 2024

Link in the P.S.: “Outdated pricing I can.”

21%

CTR

1,754

CLICKS TO LP

4.56%

CTR TO LP

📱 Scan for all 43 ads in our TLA gallery

Good thought leader ads: why they work

KRZYSZTOF SZYSZKIEWICZ · VALUESHIPS

THE HOOK

“In a single month, Amos Bar-Joseph from Swan AI paid Anthropic $51,217.”

A real number and a real name in line one

A screenshot of the real invoice

The lesson: usage pricing beats seats

Link in the P.S.: a free pricing call

15.6%

CTR

1,624

CLICKS TO LP

2.79%

CTR TO LP

📱 Scan for all 43 ads in our TLA gallery

Good thought leader ads: why they work

AHMED KHAIRY · CEO, GAMEBALL

THE HOOK

“If you’ve received a reward while buying groceries in Saudi Arabia, there’s a 33% chance it was powered by Gameball.”

Short: three lines, read in seconds

A surprising number in line one

From the CEO, in his own voice

The offer in the P.S., no hard sell

12.1%

CTR

93

CLICKS TO LP

2.21%

CTR TO LP

📱 Scan for all 43 ads in our TLA gallery

Good thought leader ads: why they work

EMILIA KORCZYNSKA · ZENABM

THE HOOK

“I made all the ABM mistakes in the book so you don’t have to. VOL 1:”

A confession, in the first person

A numbered list of real mistakes and fixes

A real screenshot of ZenABM

The link at the end: a free trial

4.4%

CTR

521

CLICKS TO LP

0.95%

CTR TO LP

📱 Scan for all 43 ads in our TLA gallery

Short, personal posts win too

STEVE DICKENSON · ECOLOGI

THE HOOK

“This photo proves two things: 1. I once had glorious long blonde hair. 2. Appearances can be deceiving.”

Two lines, read in seconds

Self-mocking and personal

A real photo of the author

28.5%

CTR

11.2s

DWELL TIME

Ecologi: two lines and a photo

👤 You, CEO, colleagues: posts that already worked

🔎

LinkedIn search → Posts → filter From member: you, your CEO, target persona in your company

🎯

Keep posts that hit one of your 5 angles, problem → solution

🧑‍💼

Match the voice to the buyer: head of product talks to PMs

🎙️

Nothing fits? Interview them for 20 min, Claude turns it into a post

Interview → post: 20 minutes of a colleague’s time, one month of ads

💬 Customers: their words, your budget

🔎

LinkedIn search: your company name → Posts → filter Mentions your page

🙋

Ask the author: “Can we sponsor your post?” Most say yes

📜

Make it a program: clear terms, what you promote and for how long

📣

Ask for posts by email and in the app

Sachin Kumar’s own post, promoted by Userpilot

📣 Brand mentions: praise you can promote

🔔

Turn on LinkedIn alerts for mentions of your page

🔎

Every week, search posts for your brand and your CEO’s name

✉️

Message the author: offer to sponsor, or pay them for it

🚀

Amplify it with ad spend: it’s already proven organically

A podcast host’s post about Userpilot’s CEO

🌟 Influencers: borrowed trust, paid (optional)

🛒

Find creators your buyers follow on Passionfroot

💸

Userpilot: ~$6,000 a month for 5 posts + ~$7,000 ad spend

🧭

Brief them on one angle, they write in their own voice

⏭️

Not for the POC: prove it with free posts first

Userpilot’s Passionfroot wallet: paying creators per post

ZenABM’s best thought leader ads 🗣️

🎯 Highest eCTR: 1.70%

eCPC $6.89 · CPM $116.91 · 4.7K impressions

💸 Cheapest reach: $16.18 CPM

eCTR 0.14% · eCPC $11.91 · 5.9K impressions

Find/create your own thought leader ads now · ⏱️ 10 min

🎯 Your 5 angles

1

2

3

4

5

📋 PROMPT 17 · PASTE INTO CLAUDE

/linkedin-thought-leader-ads Here are the posts I found from my CEO, colleagues, customers and brand mentions: [post links]. Pick the 4 that best fit my 5 angles, then draft 1 new post for [founder or expert] on the angle they miss: 1,000 to 1,500 characters, written as “I”, real numbers, the link to the angle’s landing page in the P.S. Then add all 5 posts to my DRAFT ad set “COLD · Thought leader” once their authors approve.

Document ads

📄

⏱️ 20 min · best practices, examples, your ads + ad set

Document ads: a cheap alternative to single image ads

Objective Website visits: you pay per click to website only, not for engagements (ppl flipping through your docs!) 

Few people click, so page flips are free

Readers learn your product page by page

5 to 10 pages, ungated, a hook on page one

OBJECTIVE AND BID

COLD and WARM: Website visits, manual CPC. You pay nothing for the engagement.

Gong: a bold promise on the cover

Page one = a hook: steal ideas from adfolio.design

❓ A question that stings

🔄 Say it in a weird way

📜 Twist a famous line

🦔 A wild visual

ZenABM document ad · card 1 of 5: the hook 🪝

Stops the scroll

The pain in one line: copy-pasting ads into Campaign Manager

Before vs after: the form you hate (Ad 7 of 20) vs Zena saying “Done!”

The Try it in Claude button sits on every card

ZenABM document ad · card 2 of 5: the pain 😩

Names what it costs

One idea, one line: hours lost

Nothing else on the card, read in a second

They nod before they see the solution

ZenABM document ad · card 3 of 5: the solution 💡

Shows how easy it is

One request in Claude: “Upload these 4 ads to my campaign”

One answer: “Done! 4 drafts are in Campaign Manager”

No feature list, just the job done

ZenABM document ad · card 4 of 5: the proof ✅

Proves it’s real

A real Campaign Manager screenshot

Real ads sitting there as drafts, ready to review

Real product screens, never mockups

ZenABM document ad · card 5 of 5: the call to action 👉

Asks for one thing

The promise again: launch LinkedIn Ads from Claude & ChatGPT

One button: Try it in Claude

The landing page link is in the intro text: zenabm.com/ai

💬 Intro text: 🟢 Still copy-pasting every ad into Campaign Manager? Ask Claude or ChatGPT once and ZenABM uploads all your ads as drafts… try FREE here: 🟢 zenabm.com/ai

ZenABM’s best document ads 📄

🎯 Highest eCTR: 0.53%

eCPC $11.03 · CPM $58.64 · 1.9K impressions

💸 Cheapest reach: $6.14 CPM

eCTR 0.09% · eCPC $7.08 · 2.3K impressions

Create your own document ads now · ⏱️ 10 min

🎯 Your 5 angles

1

2

3

4

5

📋 PROMPT 18 · PASTE INTO CLAUDE

/linkedin-document-ads Make 5 COLD document ads, one per angle: ungated, 5 to 10 square pages, one idea per page, the angle’s landing page link in the intro text. Page one is a hook: something intriguing, radically interesting about the angle, like the best B2B ads on adfolio.design. Then upload them to my DRAFT ad set “COLD · Document”.

Video ads

🎬

⏱️ 15 min · best practices, examples, your scripts + ad set

Video ads: talking heads, not explainers

Talking heads: a real person to camera, not explainer animations

Hook in 3 seconds: no logo intro

Under 30 seconds, square 1:1

Captions on: sound is off by default

OBJECTIVE AND BID

COLD (optional): Video views. WARM: Website visits, manual CPC.

Kevin White (Common Room): captions carry it with the sound off

Good examples of video ads: funny skits, day in the life, talking heads

Userpilot: a real person, a day in the life

Userpilot: humour and a face

Userpilot: a two-person skit about a real pain

Wistia: a customer talking to camera

ZenABM’s best video ads 🎬

🎯 Highest eCTR: 2.27%

eCPC $4.48 · CPM $101.98 · 1.1K impressions

💸 Cheapest reach: $19.74 CPM

eCTR 0.25% · eCPC $8.01 · 1.6K impressions

Create your own video ads now · ⏱️ 5 min

🎯 Your 5 angles

1

2

3

4

5

📋 PROMPT 19 · PASTE INTO CLAUDE

/linkedin-video-ads Script 3 talking-head videos for [founder or expert] from my 3 strongest angles: under 30 seconds, the hook in the first 3 seconds, captions on, the angle’s landing page link in the intro text. Once I’ve filmed them, add them to my DRAFT ad set “COLD · Video”.

Image ads

🖼️

⏱️ 10 min · best practices, examples, design yours

Image ads: add them only if the budget allows

Humour: a concept that makes your ICP stop the scroll smile

Real photos of your team, product, customers. Never stock

One line: the pain, a big number or a customer quote

Call to action in the image, refresh every 2 to 3 weeks

OBJECTIVE AND BID

WARM only: Website visits, manual CPC.

HiBob: “Except for one 👀” (yours)

Good examples of image ads (1/3) · from adfolio.design

Firstbase: a meme with a real photo

monday.com: a real pain, as a joke

Good examples of image ads (2/3) · from adfolio.design

folk: a customer quote + product

HiBob: the pain in one line

Good examples of image ads (3/3) · from adfolio.design

SOCi: one big number, CTA in image

Fingerprint: a pun about a real risk

ZenABM’s best image ads 🖼️

🎯 Highest eCTR: 0.90%

eCPC $11.85 · CPM $106.52 · 1.8K impressions

💸 Cheapest reach: $18.72 CPM

eCTR 0.19% · eCPC $9.62 · 1.5K impressions

Create your own image ads now · ⏱️ 5 min

🎯 Your 5 angles

1

2

3

4

5

📋 PROMPT 20 · PASTE INTO CLAUDE

/linkedin-image-ads Design 5 image ads, one per angle: humour, real photos of [our team or product], never stock photos, the call to action in the image, the angle’s landing page link in the intro text.

WARM ads: what changes

🔥

⏱️ 5 min · proof, not introductions

COLD ads teach: a funny concept

❄️ COLD

Name the problem

Teach something useful

No demo ask

Foleon: a funny, high-level concept, no product

WARM ads ask: a customer’s proof

🔥 WARM

Show proof: a real customer

Answer objections

Ask for the demo or trial

PandaDoc: a customer’s face, words, the switch, and the CTA

WARM ads: proof, not introductions

💬

Testimonials

A customer’s words, face and title

📈

Case studies

One customer, one result, one number

🖥️

Product demos

Show the product doing the job

🎁

The offer

Demo, free trial, pricing

Instantly: a customer quote, the product, 4.8 on G2

Go live

🚀

⏱️ 5 min · check your drafts, then launch

Check everything, then go live · ⏱️ 5 min

📋 PROMPT 21 · PASTE INTO CLAUDE

List every DRAFT campaign, ad set and ad I created today, with its budget, bid and audience. Then set my “COLD Pilot Campaign (workshop)” live: campaign first, then ad sets, then ads.

Run and optimise

Part 3 · ⏱️ 15 min

Five habits once your ads are live

Cap impressions per account

1

ZenABM → Audiences → New: companies with over 30 impressions in 30 days

2

Add it as an exclusion to every ad set

3

ADVANCED: Make one exclusions per company size (10 impressions per targeted member), using employee count from HubSpot

4

Companies drop out and come back on their own as impressions fall

Why: a few big accounts eat the impressions

Your Pilot Campaign: 1 campaign · 5 ad sets · 29 ads

❄️ COLD Pilot Campaign (workshop)

no objective · your target account list

📝

8 ads

Text

Website visits

Angle 1

Angle 1 · v2

Angle 2

Angle 2 · v2

Angle 3

Angle 3 · v2

Angle 4

Angle 5

🔦

8 ads

Spotlight

Website visits

Angle 1

Angle 1 · v2

Angle 2

Angle 2 · v2

Angle 3

Angle 3 · v2

Angle 4

Angle 5

🗣️

5 ads

Thought leader

Brand awareness

✍️ New post

👤 CEO post

👥 Colleague post

💬 Customer post

📣 Brand mention

📄

5 ads

Document

Website visits

Angle 1

Angle 2

Angle 3

Angle 4

Angle 5

🎬

3 ads

Video

Video views

Angle 1

Angle 2

Angle 3

⏳ Optional: film them after the workshop

Next steps: build your Pilot Campaign

1

🏗️

Create the campaign “COLD Pilot Campaign (workshop)” with the ZenABM MCP

2

🧱

Create an ad set for every ad format, with the right objectives and budgets from your budget allocation

3

✍️

Create the ads and add them to each ad set

4

🚀

Review & launch the Pilot Campaign

Step 1: create your Pilot Campaign · ⏱️ 2 min

📋 PROMPT 22 · PASTE INTO CLAUDE

Using ZenABM, create a DRAFT campaign “COLD Pilot Campaign (workshop)” in my LinkedIn ad account [ad account], with no campaign objective.

Step 2: create an ad set for every format · ⏱️ 5 min

📋 PROMPT 23 · PASTE INTO CLAUDE

In my “COLD Pilot Campaign (workshop)”, create 5 DRAFT ad sets targeting my [target account list], Audience Expansion and Audience Network off:📝 COLD · Text: Website visits, manual CPC, recommended bid + 10%, [$15] a day🔦 COLD · Spotlight: Website visits, manual CPC, recommended bid + 10%, [$15] a day, [$1,350] total🗣️ COLD · Thought leader: Brand awareness, automatic bid, [$85] a day📄 COLD · Document: Website visits, manual CPC, recommended bid + 10%, [$150] a day🎬 COLD · Video: Video views, manual bid, [$57] a day

Accounts move from COLD to WARM on their own

Identified

Aware

Interested

Considering

Selecting

Customer

COLD audience

WARM audience

Sales and customers

1

Create the WARM audience from your deal signals

2

Exclude WARM from every COLD ad set, so nobody gets both

3

Launch WARM with 30% of your total budget once the audience has 300+ matched members

📋 PROMPT 24

Create a signal in ZenABM for each signal that held up on half B, named after its rule (for example “10+ engagements · 180 days”), counting all our LinkedIn ads. Then create one audience, “WARM · deal signals”, of every company that carries any of these signals (OR), and sync it to LinkedIn.

Check results and account progress every week

1

Spend vs plan for each ad set

2

Accounts moving from COLD to WARM

3

Which ads bring landing-page clicks

ZenABM main dashboard

Fix pacing with your bid

Behind budget

Spending under 80% of the daily budget

The bid is too low → raise it 10%

Ahead of budget

Spending over 110% of the daily budget

The bid is too high → lower it 10%

📋 PROMPT 25 · PASTE INTO CLAUDE

Using ZenABM, check pacing for every ad set in my “COLD Pilot Campaign (workshop)” over the last 7 days. Under 80% of the daily budget: raise the bid 10%. Over 110%: lower it 10%. List each change with the numbers, then apply only the ones I approve.

Send engaged accounts to sales

1

ZenABM syncs each company’s ABM stage to HubSpot or Salesforce

2

The account owner gets an alert when it reaches Interested

3

Sales reaches out and mentions what they engaged with

📋 PROMPT 26 · PASTE INTO CLAUDE

Using ZenABM, list the target accounts that reached Interested or higher this week, with what they engaged with (ads, formats, pages) and their owner in [HubSpot or Salesforce]. Then draft a short follow-up for each owner that mentions the ad or page the account engaged with.

Conclusions

Prep

Get access and upload your list 48 hours early

Plan

Work back from your revenue target

Build

COLD and WARM, only the ads your budget feeds

Run

Cap, move, check pacing, hand to sales

Book a FREE ABM Consultation 🤝

100% free

1:1 with Emilia

Your ABM plan reviewed

📱 meetings.hubspot.com/ekorczynska

Thank you

Emilia Korczynska

zenabm.com/ai