# LinkedIn follower-ad brief

Complete this before handing creative to the Campaign Manager operator. Unknown is an acceptable answer; it tells the operator what still needs checking. This document does not launch ads.

## Page and audience

- Page name and URL:
- Audience (roles, company type, regions, and language):
- What this audience will receive by following the Page:
- Three recent or scheduled Page posts that support that promise:
- Reason to choose a right-rail follower ad or Sponsored Content with a Follow button:
- Person responsible for continuing Page content:

## Account and setup

- Ad account and Page confirmed by the operator:
- Page and ad-account permissions checked by:
- Proposed objective (brand awareness or engagement for follower ads):
- Follower format and manual bidding observed in this account on:
- Audience treatment for existing followers, as observed in the account:
- Budget, currency, schedule, and person approving spend:

## Creative

LinkedIn's published recommendations: headline 50 characters, description 70, company name 25; logo 100 × 100 pixels, JPG or PNG, up to 2 MB. Check the live editor and both previews before saving. These recommendations do not prove that a macro-expanded line will render as intended.

- Company name:
- Headline:
- Description:
- Logo file, dimensions, format, and file size:
- Preset or custom text:
- Language(s) and translation owner:
- Personalization used, if any (use only macros supported in the live editor):

## Check both versions

| Version | Action to verify | Preview evidence and reviewer |
|---|---|---|
| Person does not follow the Page | Follow; the click follows the Page and leads to its Overview tab | |
| Person already follows the Page | Selected available CTA: Visit company, Visit careers, Visit jobs, or Visit life | |

Confirm the existing-follower destination fits the purpose of the ad. A recruitment destination needs a recruitment reason. Preview any supported personalization and its fallback rather than typing a real person's identity into the copy. Preset text is translated automatically according to profile language; custom text needs your own language review.

## Measurement

In Campaign Manager, Page follows counts Follow-button actions on Sponsored Content or Follower Ads. Member follows is a different metric for following a sponsored member. Use the Page follows column for the selected ad scope; this is not the Page's total follower count.

- Review dates and reporting timezone:
- Spend and currency for the same ad scope and dates:
- Reported Page follows, exact column definition, and export/source:
- Cost per reported Page follow = spend ÷ reported Page follows:
- Net Page follower change, recorded separately:
- Audience-fit evidence and its limitations:
- Leads, meetings, or revenue measured separately, with attribution method:
- Decision at review, supporting evidence, and next action:

If Page follows are missing, cost per reported Page follow is Unknown. If Page follows are zero, the ratio is undefined; record the spend and zero follows. Do not replace Page follows with net Page growth, clicks, or all engagement.

## Handoff

- Copy reviewer and date:
- Native preview reviewer and date:
- Open questions:
- Next owner and action:
- Status: copy draft / awaiting account checks / ready for operator review.

Saving an ad, approving a brief, and authorizing campaign spend are separate actions.