Our iPad Pro B2B campaign on LinkedIn has a $340 CPA. The target is $200. Is there anything salvageable here or should we kill it?
Don't kill it yet. The $340 headline CPA is misleading because it's averaging across two very different audience segments with opposite performance profiles.
Segment breakdown:
IT Decision Makers (Directors+, 500+ employees):
• CPA: $184 — under your target
• 61 conversions last 30 days
• These people are buying iPad Pro for fleet deployment. Average order value is $2,800+ (multiple units + accessories)
• Campaign is profitable here
Creative/Design Professionals (Managers+, agencies/studios):
• CPA: $612 — 3x your target
• 14 conversions last 30 days
• These are individual purchase decisions with $1,099 average order value
• The LinkedIn targeting is too broad — "interested in design" captures hobbyists alongside actual creative directors
Why the creative segment is struggling:
I compared LinkedIn's creative professional audience to your Meta creative professional audience. Meta's CPA for the same segment is $127 because Meta's interest graph is much more precise for consumer-adjacent roles. LinkedIn is better at targeting by seniority and company size, which is why IT Decision Makers work here but creative roles don't.
My recommendation:
• Keep LinkedIn for IT Decision Makers — scale by 20% if budget allows, there's headroom
• Move the creative professional budget to Meta, specifically lookalikes built from your existing iPad Pro buyers in creative fields
• Blended CPA should drop to ~$195 without losing any total conversions
10:48 AM
Results are based on causal inference models applied to your campaign data. Always verify critical decisions with your team.