SCOPE
What we do, and what we will not do.
Five services, one channel. LinkedIn® Ads campaign management for B2B SaaS and professional-services firms, for a published fee. The second half of this page is the list of things we refuse, because scope is where service relationships break.
THE FIVE
Five services. Every tier includes all five.
What changes between tiers is how many formats run at once, whether offline conversion import and named-account lists are in scope, and how often we talk. The table further down is the whole answer. Which of these are in scope at your tier is set by the tier table below, and anything restricted to a tier is named as such in both places.
01
Account and tracking setup.
An inherited account often cannot answer the only question that matters — what did a qualified opportunity cost? This is where that gets fixed, and it happens before any budget is increased.
Campaign Manager structure — campaigns, ad sets and ads named so a stranger can read the account
The Insight Tag installed and verified, with its limits stated plainly: it is browser-based and cookie-based
Conversion definitions written down, with the conversion window and the attribution model chosen deliberately rather than left at a default
Qualified stages imported back from your CRM through the Conversions API, or by CSV where the CRM cannot (Pipeline tier and above)
A UTM convention that survives contact with your analytics
Tag placement agreed with whoever controls your website, so the Insight Tag goes live and stays live
Your campaigns run inside PeakSearch Digital’s LinkedIn Business Manager, and PeakSearch Digital pays LinkedIn for your ad budget. You are not asked to open or fund a LinkedIn ad account yourself. The campaign structure, the audiences and the conversion definitions live there with it. What you get is full reporting on all of it for as long as we work together — the measurement page is the whole answer on what is in it — and nothing transferable when we stop. Any money you have paid us for ad spend or campaign software that was not spent is returned.
02
Audience build.
The wrong audience is the most expensive mistake available on this platform, and it is an invisible one, because the account keeps spending exactly as it should.
Your ICP written down before anything is built in the platform
Job title targeting weighed against function-and-seniority targeting, knowingly: LinkedIn infers a member’s function and seniority from their current job title rather than asking them, so the two are not the same audience
Company lists and named-account targeting, with the match rate checked before anything is promised
Matched Audiences — site visitors, video viewers at set completion thresholds, form openers, event registrants, page engagers
Exclusions: current customers, your own employees, competitors, and the roles that look right and never buy
Audience size checked against LinkedIn’s own minimum before an ad set is allowed to run
ON BY DEFAULT
Audience expansion is switched on automatically on ad sets where it is available. It shows your ads to accounts LinkedIn considers similar to the ones you targeted, and the reporting includes both — so a campaign can look as though it reached your list when part of it reached a lookalike of your list. The same is true of the LinkedIn Audience Network, which places ads on third-party apps and sites. We check both settings on every ad set, and we tell you when we leave one on and why.
03
Creative and format strategy.
Format choice changes what the auction charges for and what the member has to do next, so it is decided before bidding is touched. Choosing the format that fits the offer is a different decision from choosing the format that is easiest to produce, and the second one gets made by default.
Single image
The default in-feed unit. We use it for retargeting and for driving to a page you control.
Video
For what a static image cannot explain, and for building the view-completion audiences that retargeting is made from.
Carousel
Sequential proof: a process, a before and after, several named use cases in order.
Document
A document read inside the feed, with no landing page required — the member reads it without leaving LinkedIn.
Event
For a roundtable, a webinar or a briefing, with registration handled inside LinkedIn.
Thought Leader
An existing organic post promoted under its author’s name, with their permission requested and granted in Campaign Manager. Only single-image or single-video posts are eligible; brand awareness and engagement objectives, and video views for video posts; and the single-image and video versions carry no call-to-action button.
Conversation and Message
Inbox units, billed per send rather than per click. Conversation Ads carry several call-to-action buttons, Message Ads carry one, and in the EEA and Switzerland both reach only members who have opted in to receive them.
Text Ads
The desktop right-rail unit, still live. It is its own format — not part of Dynamic Ads, which are Spotlight and Follower — and it does not support Lead Gen Forms.
Connected TV
Brand awareness objective only, United States and Canada only, English-language audiences only, maximum-delivery bidding only, and the creative has to be built as a CTV ad rather than reused from a feed video. We will tell you when that set of conditions is worth meeting and when it is not.
LEAD GEN FORMS
Lead Gen Forms attach to single image, carousel, video, event, message, document and conversation ads. They do not attach to Text Ads, Follower Ads or Spotlight Ads. The form is pre-filled from the member’s own LinkedIn profile, so nobody has to retype their details — that is the mechanism, and it is the honest reason they behave differently from a landing page. We do not publish a conversion rate for them: the figures in circulation disagree with each other and none of them is measuring the same event.
A form takes up to twelve profile fields, up to three custom questions of a hundred characters each counting toward that twelve, and up to twenty hidden fields for tracking that the member never sees. We write the questions with your sales team, because every extra question is a trade between volume and usefulness.
Ad copy and creative concepts are written by the person running your account, not handed to a separate content team. Where you have a brand or compliance reviewer, they see everything before it runs and that review time is in the schedule.
Last checked 23 September 2026.
04
Campaign management.
The recurring work the retainer actually pays for.
Objective selection — the objective decides which formats, bidding strategies and optimization goals are even available, so it is a strategy decision rather than a dropdown
Bidding: maximum delivery, cost cap or manual, chosen per ad set with the reason written down. Cost cap is not offered on every objective
Budget and pacing management, including what LinkedIn’s own weekly pacing does to a daily number
Learning-phase management — enough budget per ad set, for long enough, to mean something
Structured testing: one variable at a time, with the result recorded whether or not it is the result we wanted
Retargeting and sequencing ladders built from engagement audiences
Placement control: the Audience Network reviewed per ad set, with the brand-safety controls LinkedIn provides — publisher category exclusions, custom allow and block lists, and imported verification profiles
A written change log every week: what changed, why, and what it did
05
Reporting and measurement.
One report, built on your CRM, read alongside what people tell you themselves.
A monthly report built on your CRM stages, not on form fills
Self-reported attribution — ‘how did you hear about us’ — collected on every form we run and reported next to the platform numbers
Cost per qualified stage in your lane’s language: cost per SQL, or cost per booked meeting
The attribution model and conversion window stated on every report, because the same month reads differently under each
A call to walk through it, at the cadence set by your tier
What we will never do: claim pipeline we cannot evidence, report a lead count as a result, or show platform-attributed conversions without the CRM view beside them
OUT OF SCOPE
What we do not do.
This list is here because scope is where service relationships break. If you need one of these, we will tell you who does it rather than pretend we do.
COLD OUTREACH
No connection requests, no direct-message or InMail sequences, no automation running on anybody’s personal profile.
SCRAPED OR PURCHASED LISTS
We do not buy, scrape, rent or enrich contact data. A company list you already own and upload yourself is a different thing, and that we do.
ORGANIC POSTING
No content calendars, no company-page management, no ghostwriting on a personal profile. We will tell a partner which post is worth promoting; we will not write it as them.
OTHER AD CHANNELS
No Google, Meta, X, TikTok, programmatic or display. One channel is the entire point of this agency.
THE AD SPEND ITSELF
The fee buys management and nothing else. Ad budget and the analytics software your campaigns use are paid separately, at cost, with no mark-up and no rebate. The pricing page sets out who pays whom, in full.
LANDING PAGES, VIDEO AND LONG-FORM CONTENT
Available as paid add-ons with published prices. Never assumed to be included.
CRM IMPLEMENTATION
We will import from your CRM and tell you what is missing from it. We will not build it for you.
GUARANTEES
No guaranteed leads, no guaranteed pipeline, no guaranteed cost per anything. Nobody who has actually run this platform will put that in writing.
FROM YOU
What we need from you.
Somebody who can place the Insight Tag on your website, or permission for us to hand the code to whoever does
A CRM we can import qualified stages from, or a decision to put one in place
One named offer, and somebody who can approve creative
Your definition of a qualified lead or inquiry, in writing, in week one
Product, pricing and positioning material — whatever already exists
Your compliance or brand reviewer in the loop from the start, if you have one
If any of these are missing we say so before you pay, not after. That conversation is part of the teardown.
BY TIER
What each tier includes.
Pilot
INCLUDED
one lane
one offer
one audience set
Lead Gen Forms
tracking setup
two written reports
NOT INCLUDED AT THIS TIER
retargeting ladders
offline conversion import
named-account lists
Launch
INCLUDED
one lane
one offer
one audience set
Lead Gen Forms
tracking setup
two written reports
retargeting
two formats in rotation
a monthly report and a call
NOT INCLUDED AT THIS TIER
offline conversion import
named-account lists
Pipeline
INCLUDED
one lane
one offer
one audience set
Lead Gen Forms
tracking setup
two written reports
retargeting
two formats in rotation
a monthly report and a call
Thought Leader Ads
Document Ads
Conversation Ads
CRM and offline conversion import
pipeline reporting
a call every two weeks
ABM
INCLUDED
one lane
one offer
one audience set
Lead Gen Forms
tracking setup
two written reports
retargeting
two formats in rotation
a monthly report and a call
Thought Leader Ads
Document Ads
Conversation Ads
CRM and offline conversion import
pipeline reporting
a call every two weeks
Matched Audiences at scale
named account lists
multi-region and multi-language campaigns
custom reporting
This table and the tier cards on the pricing page are generated from the same source, so they cannot drift apart.
QUESTIONS
Questions about scope.
The audit-only engagement on the pricing page is the closest thing to that. The other four are not sold separately, because tracking without management produces a report nobody acts on, and management without tracking produces a number nobody believes.
We do, and you approve them. If you have a brand team or a compliance reviewer they are in the loop before anything runs, and that review time is in the schedule from week one.
No. We may ask you to publish something so it can be promoted as a Thought Leader Ad, and the person whose name is on it approves that promotion themselves in Campaign Manager. We never post as anyone.
Your campaigns run inside PeakSearch Digital's LinkedIn Business Manager, and PeakSearch Digital pays LinkedIn for your ad budget. You are not asked to open or fund a LinkedIn ad account yourself. It stays there when we stop, so there is no handover: no account, no data export, no creative files, no audience definitions, no campaign structure and no final report. What you do get is full reporting for the whole time we work together, and any money you have paid us for ad spend or campaign software that was not spent comes back. The management fee is earned and is not refunded. The refund policy sets out the sequence, and the terms carry the clause.
The fastest way to see how we work is to watch us do it.
A recorded walkthrough of your Campaign Manager account and a one-page plan, in 3 business days.
No sales pitch. We reply within 1 business day.