ID: 583213904 · Ads live since Apr 20 (4 days) · Drives to landing page
Horizontal received 2,026 impressions and generated 1 click. On mobile, horizontal images lose visual impact in the feed. All three horizontal variants can be paused.
| Variant | Ads | Spend | Imp | Clicks | CTR | CPC |
|---|---|---|---|---|---|---|
| v2 Top | 3 | $49.26 | 2,070 | 12 | 0.58% | $4.10 |
| v3 | 3 | $51.08 | 3,114 | 11 | 0.35% | $4.64 |
| v1 | 3 | $18.56 | 1,366 | 3 | 0.22% | $6.19 |
| v4 Jared | 1 | $1.11 | 391 | 1 | 0.26% | $1.11 |
| Total | 10 | $120.01 | 6,941 | 27 | 0.39% | $4.44 |
Highest CTR and lowest CPC ($4.10). This copy angle is clearly resonating with the Conversion audience.
LinkedIn is serving v3 more than any other variant, but CTR (0.35%) is lower. More people see it, fewer click.
Lowest CTR, highest CPC ($6.19), fewest clicks. This copy angle isn't compelling the Conversion audience.
| Ad | Ad ID | Format | Copy | Spend | Imp | Clicks | CTR | CPC | Action |
|---|---|---|---|---|---|---|---|---|---|
| vertical_v2 | 1246895874 | Vertical | v2 | $26.57 | 744 | 5 | 0.67% | $5.31 | Keep |
| square_v2 | 1247091584 | Square | v2 | $22.69 | 793 | 7 | 0.88% | $3.24 | Keep |
| square_v3 | 1244618584 | Square | v3 | $21.70 | 881 | 4 | 0.45% | $5.43 | Pause |
| vertical_v3 | 1246513034 | Vertical | v3 | $20.37 | 1,414 | 6 | 0.42% | $3.40 | Keep |
| vertical_v1 | 1246795964 | Vertical | v1 | $9.83 | 301 | 2 | 0.66% | $4.91 | Pause |
| horizontal_v3 | 1247187234 | Horizontal | v3 | $9.01 | 819 | 1 | 0.12% | $9.01 | Pause |
| square_v1 | 1246895864 | Square | v1 | $8.73 | 391 | 1 | 0.26% | $8.73 | Pause |
| square_v4 | 1275491054 | Square | v4 | $1.11 | 391 | 1 | 0.26% | $1.11 | Keep |
| horizontal_v2 | 1244919274 | Horizontal | v2 | $0.00 | 533 | 0 | 0.00% | — | Pause |
| horizontal_v1 | 1244919264 | Horizontal | v1 | $0.00 | 674 | 0 | 0.00% | — | Pause |
What we're cutting: All 3 horizontal ads (1 click on 2,026 impressions). All 3 v1 ads (weakest copy: 0.22% CTR, $6.19 CPC). square_v3 (v3 already represented by vertical_v3; square covered by square_v2 and square_v4).
The Lead Gen campaign tells a noticeably different story. The format and copy variant patterns don't align with the Conversion campaign — what works in one isn't working in the other. This is expected: Lead Gen Forms open natively within LinkedIn (lower friction), while Conversion ads drive to an external landing page (higher commitment). Different user behavior, different winning creative.
| Format | Ads | Spend | Imp | Clicks | CTR | CPC |
|---|---|---|---|---|---|---|
| Square | 4 | $163.25 | 1,584 | 8 | 0.51% | $20.41 |
| Horizontal | 3 | $69.60 | 668 | 4 | 0.60% | $17.40 |
| Vertical | 3 | $67.14 | 1,677 | 5 | 0.30% | $13.43 |
| Total | 10 | $299.99 | 3,929 | 17 | 0.43% | $17.65 |
Key difference from Conversion: Horizontal is the highest CTR here (0.60%), while it was effectively dead in the Conversion campaign (0.05%). Lead Gen Forms open natively, so the click threshold is lower. Vertical has the most impressions (1,677) at the lowest CPC ($13.43).
| Variant | Ads | Spend | Imp | Clicks | CTR | CPC |
|---|---|---|---|---|---|---|
| v1 Top | 3 | $160.60 | 2,157 | 11 | 0.51% | $14.60 |
| v4 Jared | 1 | $62.81 | 229 | 2 | 0.87% | $31.41 |
| v3 | 3 | $76.58 | 1,126 | 4 | 0.36% | $19.14 |
| v2 | 3 | $0.00 | 417 | 0 | 0.00% | — |
| Total | 10 | $299.99 | 3,929 | 17 | 0.43% | $17.65 |
Opposite of Conversion. v1 has the most clicks (11), most spend ($161), and the lowest CPC. LinkedIn is clearly favoring this variant in Lead Gen.
Only 2 clicks on $63 spend, so small sample. But the highest CTR of any variant across both campaigns.
417 impressions, zero clicks, zero spend. The copy that dominates Conversion is completely flat in Lead Gen.
| Ad | Ad ID | Format | Copy | Spend | Imp | Clicks | CTR | CPC | Action |
|---|---|---|---|---|---|---|---|---|---|
| square_v1 | 1244218744 | Square | v1 | $78.51 | 1,026 | 5 | 0.49% | $15.70 | Keep |
| square_v4 | 1275986274 | Square | v4 | $62.81 | 229 | 2 | 0.87% | $31.41 | Keep |
| vertical_v1 | 1244617954 | Vertical | v1 | $54.11 | 945 | 4 | 0.42% | $13.53 | Keep |
| horizontal_v3 | 1244520014 | Horizontal | v3 | $41.62 | 414 | 2 | 0.48% | $20.81 | Pause |
| horizontal_v1 | 1244519954 | Horizontal | v1 | $27.98 | 186 | 2 | 1.08% | $13.99 | Keep |
| square_v3 | 1245417644 | Square | v3 | $21.93 | 32 | 1 | 3.13% | $21.93 | Pause |
| vertical_v3 | 1244719194 | Vertical | v3 | $13.03 | 680 | 1 | 0.15% | $13.03 | Pause |
| square_v2 | 1246018494 | Square | v2 | $0.00 | 297 | 0 | 0.00% | — | Pause |
| horizontal_v2 | 1246217584 | Horizontal | v2 | $0.00 | 68 | 0 | 0.00% | — | Pause |
| vertical_v2 | 1246018504 | Vertical | v2 | $0.00 | 52 | 0 | 0.00% | — | Pause |
What we're cutting: All 3 v2 variants (zero clicks on 417 impressions — the Conversion winner is flat in Lead Gen). The remaining v3 ads: square_v3 (only 32 impressions), vertical_v3 (680 impressions, 1 click at 0.15% CTR), and horizontal_v3 (2 clicks but $20.81 CPC, highest non-v4 cost).
The two campaigns favor opposite copy variants. v2 dominates Conversion (0.58% CTR, $4.10 CPC) while v1 dominates Lead Gen (0.51% CTR, 11 of 17 clicks). v2 has zero clicks in Lead Gen. This reflects different user behavior between landing-page clicks and native form opens. The recommendations for each campaign are intentionally different — we're not standardizing on one "winning" creative.
| Dimension | Conversion Campaign | Lead Gen Campaign |
|---|---|---|
| Best copy variant | v2 (0.58% CTR) | v1 (0.51% CTR, 11 clicks) |
| Worst copy variant | v1 (0.22% CTR) | v2 (0.00% CTR) |
| Best format | Square + Vertical (tied 0.53%) | Horizontal (0.60% CTR) |
| Worst format | Horizontal (0.05% CTR) | Vertical (0.30% CTR) |
| v4 (Jared's image) | $1.11 spend, too early | Highest CTR (0.87%) |
| Ads kept | 4 (v2×2, v3×1, v4×1) | 4 (v1×3, v4×1) |
| Ads paused | 6 | 6 |