Use case: LinkedIn Ads
You targeted operations directors. Your page still talks to everyone.
LinkedIn is the one channel where you choose the job title. Lens lets the landing page speak to that job title, campaign by campaign.
Your audience settings never reach your site. Your campaign name does.
Job title, function, seniority, industry and company size all live inside Campaign Manager. When someone clicks, your site receives none of it, only the URL. So the audience has to travel in the link: build one campaign per audience and give each its own utm_campaign. In Lens you describe that audience in plain words, and the copy options are written for them.
| In LinkedIn Ads | Carried as | Example |
|---|---|---|
| Campaign (one per audience) | utm_campaign | clinic-ops-directors |
| Channel type | utm_medium | paid-social |
| Platform | utm_source | |
| Who you targeted | Lens audience description | Operations directors at multi-site clinics |
Two roles, one scheduling product
Ad to operations directors at multi-site clinics: "See every clinic's staffing gaps before Monday."
Original headline
Scheduling software for growing teams.
Campaign version
See staffing gaps across every clinic before the week starts.
A clinic operations director and a practice owner both need scheduling, but they lose sleep over different things. The director owns coverage across sites. The campaign version names that problem in the reader's own terms.
Illustrative exampleA made-up business, written to show the idea. Not a customer's page.
Setting it up in Campaign Manager
- Split campaigns by audience, not by budget or creative. If two audiences should read different pages, they need two campaigns with two utm_campaign values.
- Add utm_source=linkedin, utm_medium=paid-social and your utm_campaign to each ad's destination URL.
- Lead Gen Form ads keep people on LinkedIn, so there is no landing page for Lens to change. Use website-destination ads for the campaigns you want to personalize.
- Expect lower volume than consumer channels. Pick the conversion that matters here, usually a demo request, and give the control group weeks rather than days before you read the lift.
Questions
Can Lens see the job title of the person who clicked?
No. LinkedIn does not pass targeting data to your website, and Lens does not try to identify visitors. The copy is chosen by the campaign in the link, which you built for a specific audience.
We run one campaign with several job titles in it. Does that work?
It works, but everyone in it gets the same copy. The value comes from splitting audiences that care about different things into their own campaigns.
Does LinkedIn's Insight Tag conflict with Lens?
They do different jobs and run side by side. The Insight Tag reports to LinkedIn. Lens changes copy and measures conversions on your site.
Give your next campaign its own page copy.
Add the tag, paste one ad link, pick the copy and let the control group tell you whether it helped.