--- title: "LinkedIn Ads Landing Page Personalization | RightMessage" description: "Match your existing landing page to the audience behind each LinkedIn ad with UTM parameters. Show finance and operations buyers different proof on one page." canonical: "https://rightmessage.com/website-personalization/landing-pages/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. [Book a demo](https://rightmessage.com/demo)[Start a 14-day trial](https://app.rightmessage.com/register?nocc=true) Ledgerly ProductCustomersPricing Ready to see itwith your invoices? 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. Success story > “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.*” M**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. 1. 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. 2. 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. 3. 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=finance` Source: [LinkedIn Help: URL tracking parameters in Campaign Manager](https://www.linkedin.com/help/lms/answer/a5968064) ## Three ways to match a LinkedIn ad. ### 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. ### 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 works](https://rightmessage.com/ab-testing) ## Keep going. - [Landing page personalization for paid campaigns](https://rightmessage.com/website-personalization/landing-pages) - [Dynamic PPC landing pages](https://rightmessage.com/use-cases/ppc-landing-pages) - [Help: Add an audience from a link](https://rightmessage.com/help/personalization-audiences#add-an-audience-from-a-link) - [Help: UTM parameter conditions](https://rightmessage.com/help/conditions-utm) - [Help: Match a landing page to an ad click](https://rightmessage.com/help/first-win-paid-traffic) ## Match other traffic sources. - [Google Ads](https://rightmessage.com/website-personalization/landing-pages/google-ads) - [Meta ads](https://rightmessage.com/website-personalization/landing-pages/meta-ads) - [UTM parameters](https://rightmessage.com/website-personalization/landing-pages/utm-parameters) - [Dynamic text replacement](https://rightmessage.com/website-personalization/landing-pages/dynamic-text-replacement) ## Ready 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. [Book a demo](https://rightmessage.com/demo)[Start a 14-day trial](https://app.rightmessage.com/register?nocc=true) Want us to build it? [See the done-for-you PPC landing page setup](https://rightmessage.com/services/ppc-landing-pages). 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.