Job function
utm_content = finance
The ad aimed at finance leaders leads to a headline about closing the month, a quote from a finance customer, and a form that asks about invoice volume.
Landing pages for LinkedIn ads
Match your landing page to the buyer each LinkedIn ad targets.
You chose the audience for each LinkedIn campaign on purpose. We change the headline, proof, and form on the landing page you already have to match the campaign or ad someone clicked, so the page talks to the person the ad was for.
One page to maintain, with your forms and domain right where they are.
You’ve read the overview. Now see a live walkthrough using your own approval flow.
Your workflow, live
Book a walkthrough
Work emailCompany sizeBook my walkthrough
Illustrative example. Visitors who don’t match a rule see your original page.
Key takeaways
- LinkedIn adds URL tracking parameters to your ad’s destination URL, and we can match on them.
- Static parameters can go on the account, campaign, or ad. Dynamic ones like {{CAMPAIGN_NAME}} go on the account or campaign.
- Put the audience or angle in a value you control, such as utm_content=finance, so your rule doesn’t depend on a campaign name.
- Visitors without a matching value see your original page.
A finance lead and an ops lead click two different ads. They land on the same page.
When you split LinkedIn campaigns by who you’re talking to, the finance ad leads with closing the books and the operations ad leads with fewer manual steps. Then both clicks hit a general demo page that tries to speak to everyone.
A page per audience fixes the message and creates a maintenance job. Every form change, logo update, or new customer story has to go on each copy.
“RightMessage has made it possible to personalize our website content based on who's actually visiting, whether that's a cargo owner looking to ship or a driver interested in partnering with the platform, without building separate landing pages manually for each audience.”
Muhammed A.Technical Project Manager, G2 reviewer
How it works
How matching works with LinkedIn ads.
LinkedIn adds URL tracking parameters to the end of your ad’s destination URL. We read them on your landing page and show the version you wrote for that audience.
- 01
Add URL tracking parameters in Campaign Manager
Static parameters, like utm_source=linkedin, can be set on the account, campaign, or ad. Dynamic parameters fill in a value for you. They’re written in capitals inside double curly brackets, like {{CAMPAIGN_NAME}} or {{AD_ID}}, and set on the account or campaign.
- 02
Set each key once
LinkedIn combines account, campaign, and ad parameters, and it doesn’t remove parameters already on the destination URL. One utm_content per ad keeps the match clean.
- 03
Create an audience for each value
In RightMessage, add an audience from a link, type utm_content as the parameter, and enter the value. Then change what that audience sees.
URL tracking parameters
utm_source=linkedin&utm_medium=paid_social&utm_campaign={{CAMPAIGN_NAME}}&utm_content=financeSource: LinkedIn Help: URL tracking parameters in Campaign Manager
Three ways to match a LinkedIn ad.
Company size
utm_content = enterprise
The ad for larger companies leads to security and rollout proof and an invitation to talk with your sales team.
Retargeting
utm_campaign = retargeting
Someone who has already seen the product skips the overview and goes straight to booking a walkthrough.
Illustrative examples. You write every version.
Measure it
Find out whether the matched page converts better.
On Scale, a campaign holdback keeps a share of each campaign’s visitors on your original page. Compare the conversion goal you care about for visitors from the same campaign.
On Pro, you can also A/B test versions inside each audience. We check results every week and tell you in plain English when a version wins. On smaller campaigns that can take months.
See how A/B testing worksReady to get more from the LinkedIn clicks you’re already paying for?
Start with the two audiences whose ads say the most different things. Match those first, and compare them with the original page.
Want us to build it? See the done-for-you PPC landing page setup.
Common questions
LinkedIn ads landing page questions.
Can I personalize by job title or company?+
Only through what’s in the URL. We don’t get LinkedIn’s targeting data. If an ad aimed at finance leaders carries utm_content=finance, you can show the finance version. The value describes the ad, not the person who clicked it.
Should I use static or dynamic parameters?+
Use a static value for whatever decides the page, like the audience or angle. Dynamic values such as {{CAMPAIGN_NAME}} are handy for reporting, but renaming a campaign would change the value and stop it matching your rule.
Will the matched page stick if they browse to other pages?+
An audience from a link matches while the value is in the current URL. To carry the context across pages and visits in the same browser, build the segment with a UTM parameter condition set to the first or most recent occurrence.
What happens if someone arrives without a parameter?+
They see the original page you already have. A missing value, or one you haven’t set up a rule for, won’t leave anyone looking at a half-finished version.
Which plan do I need?+
Website personalization campaigns, conversion goals, and the holdback that compares the matched page with your original start on Scale: $249/mo, or $199/mo billed annually. Pro adds A/B tests of versions inside each audience: $499/mo, or $399/mo billed annually. Every plan is priced per project, with no per-visitor fees.