Optimising and tracking a LinkedIn Ads campaign

A LinkedIn Ads campaign is judged on the appointments it generates, not on impressions. The optimisation work therefore consists in linking every dirham spent to a real lead, then moving the budget towards the combinations that produce opportunities. ## Build the thresholds before the figures Without written rules, every bad week pushes you to change everything. Set before the test: a maximum cost per lead, a maximum frequency, a minimum number of clicks to judge a creative. These thresholds are your safety net in moments of doubt. ## The weekly cycle Every Monday: read the cost per lead of the last seven days, compare creatives and audiences, cut whatever exceeds the thresholds, redistribute 10 to 20 % of the budget, and note the decision taken (what, why, when). This log becomes the memory of what works for your market. ## Linking advertising to sales The key question is not "how many leads?" but "how many customers?". A CRM fed automatically by LinkedIn forms lets you see which creative or audience produces signed contracts. It is this data, more than the ad platform's dashboard, that should decide the next investment.

When this guide is for you

Your LinkedIn campaign has been running for more than two weeks and you don't know what to change
Cost per lead has risen without any change to the offer or audience
Sales receive leads (who don't call or don't qualify)
You need to prepare a readable monthly report for management

Step by step

Set up a single dashboard — Bring together LinkedIn data (impressions, clicks, leads, spend) and CRM data (appointments, opportunities) in Looker Studio. One page, updated automatically every morning.
Track the three decision indicators — Cost per lead, CTR and lead-to-appointment conversion rate. Add frequency, which reveals an audience that is too small, and reach rate.
Apply thresholds written in advance — Cut a creative with a cost per lead 30 % above the average over at least 50 clicks. Pause an audience if frequency exceeds 4 in a week. These rules prevent mood-driven decisions.
Retarget website visitors — Create a retargeting audience from landing page visitors and members who opened the form without submitting it. A sequence of two or three ads often costs three to five times less than cold prospecting.
Test format before targeting — A sponsored message targeted at a specific offer can bring appointments that the sponsored feed ad doesn't get. Format changes the result as much as the audience: test it before duplicating.
Redistribute budget every week — Every Monday, move 10 to 20 % of the budget from creatives and audiences below average to those with the best cost per appointment, keeping the total size constant.

What it costs (in MAD)

Service	Indicative price	Good to know
Cost of a qualified lead (B2B average, Morocco)	150 – 500 MAD (≈ 14 – 46 €)	B2B business services; recruitment and training often cheaper
Retargeting audience	2,000 – 12,000 MAD (≈ 180 – 1,100 €)	Monthly budget, cost per click generally lower than prospecting
Looker Studio dashboard	0 – 6,000 MAD (≈ 0 – 550 €)	Free with the LinkedIn and Google connectors, paid if you add a CRM connector
Monthly optimisation	4,000 – 15,000 MAD (≈ 370 – 1,400 €)	Analysis, tests and adjustments, excluding media budget
Lead scoring in the CRM	3,000 – 10,000 MAD (≈ 270 – 920 €)	Automated qualification criteria in HubSpot or Pipedrive

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

Looking at CTR alone: a very good CTR with a high cost per appointment is still a losing campaign
Changing everything at once when results fall: no lesson can be drawn from the test
Ignoring the delay between click and appointment: on a long cycle, cutting a campaign too early destroys the measurement
Entrusting optimisation to someone without access to real appointments: the reporter doesn't know which leads went anywhere

Frequently asked questions

After how long can you optimise seriously?

After 7 to 10 days and at least 300 cumulative clicks. Before that, differences are statistical noise: every decision taken too early adds dispersion instead of removing it.

What cost per lead is acceptable?

It depends on your basket: compare cost per lead with the average margin per customer, divided by your usual closing rate. If it doesn't fit within that margin, the offer or targeting must change, not just the budget.

Is LinkedIn retargeting worth it in Morocco?

Yes as soon as the prospecting campaign generates regular visits: the visitor audience is smaller than in Europe, but its conversion rate is clearly higher. An audience of 3,000 to 5,000 visitors is enough.

Should I measure at campaign or audience level?

Both. The campaign shows the overall trend; the audience shows where budget is being wasted. A profitable campaign can hide a loss-making audience financed by another.

How can I avoid phantom leads?

Add a qualification question to the form (budget, timing, project) and call each lead within 48 hours. Native forms also attract prospects with no project at all.

Version française: /insights/la-publicite-sur-linkedin-en-10-etapes-part2/