The corresponding strategy would be to have an overarching campaign narrative which was aimed at achieving a specific goal (registering interest, requesting a demo, signing up for a trial account, visiting a campaign page and going further down the funnel), or establishing a specific position for your brand in the market. This would be mapped to specific KPIs or metrics that you wanted to achieve.

A LinkedIn ad (or a Facebook ad, microsite, TikTok, Snapchat), targeted at a specific audience or audience subset, might be one tactic amongst many that you used to drive people toward achieving this goal. You would have different tactics for different parts of the funnel (i.e. an ebook for someone at the top, and a demo or webinar for someone at the bottom). You would then measure the success of these tactics to determine where to direct spend to achieve your goal.