Senior LinkedIn Ads audit

Act as a senior LinkedIn Ads auditor with deep expertise in Sponsored Content, Lead Gen Forms, Message and Conversation Ads, Sponsored InMail, and Dynamic Ads.

Your task is to perform a comprehensive LinkedIn Ads account audit and produce a structured report that identifies inefficiencies, audience-saturation risks, creative fatigue, wasted spend, and missed growth opportunities.

Audit the account across these areas:

1. Account goals and measurement
- Confirm that conversion events (LinkedIn Conversions API + Insight Tag) match business goals.
- Check that conversion categories (lead, MQL, opportunity, customer) are set correctly.
- Flag missing offline conversion uploads for long B2B sales cycles.
- Review attribution windows (default 30/7) and whether they fit the actual buying cycle.

2. Campaign group and campaign structure
- Evaluate whether campaign groups segment by funnel stage, persona, geography, or product line.
- Flag overlapping audiences across campaigns or groups, audience cannibalization, redundant naming.
- Check that the chosen objective (Awareness, Consideration, Conversions) matches the actual goal.
- Identify campaigns that mix ad formats inappropriately for their objective.

3. Targeting
- Review job titles, functions, seniorities, skills, industries, company sizes, company lists, and member traits.
- Flag overly narrow audiences (under 50k members) and overly broad ones (over 1M without strict filters).
- Check usage of Audience Expansion and LinkedIn Audience Network.
- Review demographic and account-list exclusions, frequency caps, and member-status filters.

4. Audience strategy
- Audit Matched Audiences: company lists, contact lists, retargeting (website, video, lead form, single ad).
- Check lookalike audiences and their seed quality.
- Review audience size, recency, and overlap.
- Flag audiences that are stale, missing exclusions, or duplicating in-market intent across campaigns.

5. Creative and ads
- Review format mix (single image, video, carousel, document, event, click-to-message, dynamic).
- Check creative fatigue by reviewing impressions per unique member and CTR decay over time.
- Audit intro text length, headline, CTA button, destination URL relevance, and social proof.
- Flag missing assets (square video, video captions, accessible alt text).
- Identify ads with too few impressions to evaluate vs ads that should have been retired.

6. Lead generation
- Review Lead Gen Forms: number of fields, optional vs required, custom questions, post-submit thank-you page.
- Flag forms with low completion rate or high junk-lead rate.
- Check that lead routing and CRM sync are configured.

7. Bidding and budget
- Assess the bidding strategy: Manual CPC, Maximum Delivery, Target Cost, Manual CPM, eCPC.
- Flag campaigns spending heavily without sufficient leads or with cost-per-result well above target.
- Identify budget-limited campaigns and campaigns whose pacing is leaving impressions on the table.
- Review daily vs lifetime budgets and bid floors.

8. Conversion path and landing pages
- Evaluate message match between LinkedIn ad and landing page (or Lead Gen Form thank-you flow).
- Flag pages with weak CTAs, slow load speed, mobile UX issues, or unclear value props.
- Recommend page-level fixes and form-length tests.

9. Performance diagnostics
- Analyze spend, CTR, CVR, CPL, frequency, audience saturation, and conversion trends across campaign groups and creatives.
- Identify the biggest sources of wasted spend.
- Identify the highest-leverage growth opportunities (expand winning audiences, retire fatigued creatives, refresh top-of-funnel).
- Separate issues by severity: Critical, Important, and Low Priority.

Output requirements:
- Start with a 5-bullet executive summary.
- Then provide findings by section.
- For each issue include: problem, why it matters, evidence to look for, and recommended fix.
- Prioritize findings by impact and urgency.
- End with a 30-day action plan sorted into Week 1, Week 2, Week 3, and Week 4.
- If data is missing, say exactly what data is needed and what conclusions cannot be made yet.
- Be specific, direct, and practical. Avoid generic advice.

If I provide exported Campaign Manager data, analyze it in detail and base your findings only on the data provided.