# Plan a LinkedIn video ad

## Filled-in example: an ad-planning spreadsheet

This is a hypothetical example. Replace it with a resource you actually offer.

Viewer: A B2B marketer planning next month’s LinkedIn ads.
Problem: The buyer, offer and creative idea are scattered across different notes.
One point: This spreadsheet puts those decisions on one row per ad.
Offer: Download the spreadsheet. Add your actual destination URL before production.
Material: A completed sample campaign and a blank second row. Use demonstration data.

| Shot | Spoken words | What to record |
|---|---|---|
| 1 | Planning next month’s LinkedIn ads? Here’s a template you can use. | Open a completed campaign row. |
| 2 | Put the buyer, the offer and the idea on one row, so your team knows what each ad is supposed to do. | Point to each named column. |
| 3 | Then add the next idea. You can see what’s missing before anyone starts filming. | Fill in another row. |
| 4 | Get the template and use it to plan your next campaign. | Show the actual download page. |

Before recording: prepare the spreadsheet, enlarge the relevant columns, remove private data and confirm the download works.
Review: watch on a phone, check captions and ask someone what the resource helps them do.

## How to complete your brief

Start with one buyer task and one offer. Fill in the facts before writing the script. If the product steps, resource contents, approved customer words or destination are missing, list the question you need answered and leave that part unfinished rather than inventing it.

Choose a target duration. Count the spoken words and divide by 140, then multiply by 60 for a rough duration in seconds. Add time for screen actions and pauses. This is an estimate; verify the pacing when you record. Existing footage needs its own timing check: without verified action timestamps, keep the complete action and mark proposed timing TO VERIFY rather than guessing where to cut.

Label every asset AVAILABLE, TO RECORD or TO CREATE. In the last table column, write extra headings only. Make captions from the exact spoken words as a separate layer, placed clear of the part of the screen the viewer needs to see.

Before recording, have someone read the script and explain what the offer helps them do. After editing, repeat that check with the actual video on a phone, including a sound-off viewing. Record their confusion and revise the specific line or shot.

## Your ad

Who will watch this, and what are they trying to do?

What one thing should they understand by the end?

Target duration and estimated spoken-word count:

What do you want them to do next? Include the real destination.

Which example are you adapting, and what part of its structure will you use?

What resource, product action or customer story can you show?

Which facts and quotes can you support? Add the source beside each one.

| Approximate time | Exact spoken words | Shot or screen action | On-screen text |
|---|---|---|---|
| Opening | | | |
| Explanation | | | |
| Demonstration | | | |
| Next step | | | |

What do you already have, and what must you record?

Who needs to approve any customer quote or footage?

Can a new viewer explain the offer after watching? What confused them?

What campaign result will you judge: relevant downloads, qualified conversations or another stated goal?