# LinkedIn Conversation Ad flow brief

Blank means Unknown. Do not turn an unknown into zero, ready or approved.

## Campaign decision

- Business question this ad should answer:
- Why the recipient needs a choice:
- Why one Message Ad or one landing page is insufficient:
- Audience and prior relationship:
- Exclusions:
- Objective shown in Campaign Manager:
- Paying sponsor:
- Proposed sender and role:
- Sender permission status: Unknown / Requested / Approved / Declined / Revoked
- Campaign owner:
- CRM owner:
- Review window:

## Offer and destinations

- Primary promise:
- Proof that supports the promise:
- Lead Gen Form name and owner, if any:
- Privacy-policy URL, if a form is used:
- Final destination inventory:
- Tracking convention:

## Opening

Write the exact opening message. It should explain why this person is receiving it, name one relevant situation, ask one question and make the choices easy to compare.

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## First-level choices

Repeat this block for every custom choice. LinkedIn's automatic Not Interested action uses one intro slot.

### Choice 1

- Button label, 25 characters maximum:
- Action: Continue in inbox / Open website / Open Lead Gen Form
- Exact follow-up message, if continuing:
- Second CTA label, if continuing, 25 characters maximum:
- Second action, if continuing: Open website / Open Lead Gen Form / Respectful close
- Final destination, form or respectful exit:
- Observable platform event:
- Analytics or form event:
- CRM field and value:
- Owner:
- What this event does not prove:

### Choice 2

- Button label, 25 characters maximum:
- Action:
- Exact follow-up message:
- Second CTA label, if continuing:
- Second action, if continuing:
- Final destination, form or respectful exit:
- Observable platform event:
- Analytics or form event:
- CRM field and value:
- Owner:
- What this event does not prove:

### Choice 3

- Button label, 25 characters maximum:
- Action:
- Exact follow-up message:
- Second CTA label, if continuing:
- Second action, if continuing:
- Final destination, form or respectful exit:
- Observable platform event:
- Analytics or form event:
- CRM field and value:
- Owner:
- What this event does not prove:

### Choice 4, if needed

- Button label, 25 characters maximum:
- Action:
- Exact follow-up message:
- Second CTA label, if continuing:
- Second action, if continuing:
- Final destination, form or respectful exit:
- Observable platform event:
- Analytics or form event:
- CRM field and value:
- Owner:
- What this event does not prove:

## Required exit

- Automatic Not Interested action accounted for: Unknown / Yes / No
- Observable event:
- Owner:
- Any other self-serve close:
- Suppression or follow-up rule after exit:

## Pre-launch evidence

- Every URL opened:
- Every form submitted in test mode:
- Test message sent and checked on desktop:
- Test message checked on mobile:
- Every branch followed:
- Sponsor and sender correct:
- Ad version recorded:
- UTM/form IDs recorded:
- CRM record read back:
- Approval owner and date:

## Decision

- Draft status: Ready to review / Needs information / Hold
- Launch status: Ready / Hold
- Missing facts and owner:
- Smallest next test: