LinkedIn Ads + Kite

Kite turns a goal like "get more demo requests from heads of finance at mid-sized software companies" into a finished draft campaign in your ad account. It uses what it already knows about your positioning and best customers to decide who the campaign should reach and what it should say. You don't have to write a brief.

The build has three layers, matching how LinkedIn organizes campaigns:

• The campaign group. This is the container, with a name, a start date, and optionally an end date and a lifetime budget.
• The campaign. Kite picks the objective, such as website visits, website conversions, brand awareness, engagement, or job applicants. It then sets the daily budget, the bid, the schedule, and the audience.
• The ads. Each ad is a Sponsored Content post with intro text, a headline, a landing page, and a call-to-action button such as Request demo, Sign up, Register, or Download. It can carry one image, or two to ten images as a carousel.

Kite writes the ad copy to fit LinkedIn's limits and creates the images in your brand's colors and type. It uploads the images to your ad account's media library, then builds the Company Page post and the ad together. If the campaign needs a landing page, Kite can build that page on a site it hosts and point the ad straight at it.

LinkedIn targeting works from a fixed list of options, so Kite looks up the exact entries before it uses them. It searches LinkedIn's targeting lists for locations, job titles, industries, skills, employers, seniority levels, and company sizes, then builds the audience from the matches. Every campaign gets at least one location.

Before it sets a price, Kite asks LinkedIn what that audience costs. LinkedIn returns a suggested bid with a low, default, and high value, along with the allowed bid range and daily budget range for that objective and audience. Kite uses those numbers to set the bid and daily budget, so a narrow audience of CFOs doesn't get priced like a broad one. It can bid per thousand impressions or per click.

Two delivery settings stay under your control. LinkedIn Audience Network, which shows your ads on partner sites outside LinkedIn, is off unless you ask for it. Audience expansion follows LinkedIn's default unless you say otherwise.

Kite reads LinkedIn's own performance reporting for your ad account and for individual campaigns over a date range you choose. That's how it answers the questions you'd otherwise dig through Campaign Manager for. Which campaign is spending the most? Which one is actually getting clicks from the people you targeted? Did last month's new creative do better than the old one?

Kite also lists every campaign group, campaign, and ad in the account with its status, objective, budgets, bid, schedule, and targeting. For each ad, it sees LinkedIn's review verdict and whether the ad is serving. So when a campaign stalls because an ad was rejected in review, Kite can spot it and tell you why.

When the numbers say a campaign deserves more money, less money, or a different end date, Kite proposes the change. It can propose a new name, daily budget, bid, lifetime budget, or schedule for a live campaign or campaign group.

Each proposal arrives in your Slack thread with the current value and the new value side by side, plus Approve and Decline buttons. Anyone on your team can approve with one tap, and Kite writes the change to LinkedIn. Drafts are different: Kite edits a draft directly, because a draft doesn't spend anything.

Kite can pause a campaign group, a campaign, or a single ad on its own. Pausing only stops spending, so Kite doesn't need to wait for anyone when an ad is burning budget without results. It tells you what it paused and why.

The LinkedIn Insight Tag is the small piece of code that lets LinkedIn count conversions and build retargeting audiences from your website visitors. Kite finds your ad account's tag, or creates it if the account doesn't have one yet.

On a website Kite builds, connecting LinkedIn Ads adds the tag automatically. On a site hosted somewhere else, Kite gives you the snippet to paste into the page header. Either way, Kite then checks whether the tag is firing. It reads which domains have sent visits to LinkedIn in the last 30 days and flags any domain where tracking is blocked in Campaign Manager. A campaign that optimizes for conversions needs that tag working, and Kite can confirm it is before you launch one.

Some conversions happen away from your website. A demo gets booked, a trial turns into a paid account, or a lead becomes an opportunity in your CRM. Kite can send those as conversion events to LinkedIn Ads, so LinkedIn credits the campaign that started them and learns which people are worth reaching.

Kite can look up the LinkedIn ads a competitor is running from its website address alone. It reads the ad copy, images, landing pages, and run dates. That research uses Kite's built-in ad intelligence, so it works before you connect a LinkedIn Ads account. Kite uses what it finds to choose an angle your competitors aren't already taking.