mSDK v2 LinkedIn Ad Campaign Plan, Peach Payments

01

The numbers

First campaign for the team, so we anchor on honest expectations before a rand is spent.

LinkedIn is the most expensive social platform, and the only one where we can target by job title. R50 000 buys roughly 550 to 1,100 clicks at South African rates. The cold, high-volume ads point to the mSDK product page, where a short lead form turns those clicks into a prospect list for sales; the warm retargeting and thought-leader ads send people straight to the booking form. A lead form clears more traffic than a calendar booking, so at a conservative 2 to 5% conversion that is at least 20 to 35 qualified prospects for sales to work.

R50 000

Total budget (~$2,750) · about R1 200/day over 6 weeks

550–1,100

Expected clicks at R45–R90 CPC (SA runs below the $5–7 global average)

20–35

Qualified prospects + demos at a conservative 2–5% conversion (a lead form runs higher)

< R2 500

Target cost per qualified lead (B2B benchmark: $60–150 per lead)

≥ 0.5%

Target CTR · LinkedIn sponsored content pass mark is 0.44%

1 deal

One enterprise merchant win repays the whole campaign many times over

Key campaign optimisations

How we plan to hit those numbers

Three levers that go beyond the original brief. Each one is cheap or free to pull, and each moves the cost-per-demo math in our favour.

Tip 01 · Free A/B test

Single-image ads beside the carousels

LinkedIn's algorithm favours single-image ads, so the strongest slides from each carousel also run standalone. Same creative spend, extra delivery, and a built-in test of carousel vs single image.

Built into C1 & C2 · Section 02

Tip 02 · ~4× cheaper clicks

Thought Leader Ads

Personal mSDK v2 launch posts from Rahul (founder) and Ben (dev lead), boosted, cost roughly a quarter of standard sponsored content per click with ~1.7× the CTR. Rahul's founder post is still to come, its tracking link is ready (Section 05); Ben's boost isn't going ahead, his post ran as a carousel, which LinkedIn's Thought Leader Ads can't sponsor.

Confirmed · Section 08

Tip 03 · Higher-converting cold path

A lead form for the cold ads

The cold, high-volume ads (C1 and C2) point to the mSDK product page, where a short HubSpot lead form captures prospects for sales to follow up. A lead form clears more of the traffic than a calendar booking, and it keeps one demo owner from being swamped. Warm retargeting and the thought-leader ads still drive the booking form.

Destination split · Section 05

Judge on quality, not volume. The scoreboard is leads and demos that turn into sales conversations, not raw lead count. Sales feedback on lead quality is part of the week-6 wrap report.

02

Four campaigns

Two cold audiences, a cheap awareness feeder, and the retargeting layer that usually books the cheapest demos.

Status: LIVE — C1, C2 and C3 launched 16 July 2026; the C2+ Dev Agencies pair joined 30 July. Seven ad sets are now running: the two cold audiences C1 + C2 (carousel and single image each), the video feeder C3, and the new C2+ Dev Agencies single image (serving) and carousel (Active, in LinkedIn's ad review). Manual bids on the C1/C2 cold ad sets were cut to R65 (from R95–123) and budget has shifted from the weaker C1 toward the better-performing C2; current lifetime budgets: C1 carousel R4 500 / single R5 500, C2 carousel R9 250 / single R8 250, C3 R7 500, and the two dev-agency ad sets R2 500 each at a R85 manual bid. The C2 developer audience matched at ~6,100 members; the separate mSDK Dev Agencies matched audience (101 companies) has also finished matching at ~1,500+ members and is live. C4 retargeting is the only campaign still to build: its audience only exists once C3 has run, so it goes live ~early August.

C1

Lead form · Decision makers

The decision-maker carousel as a LinkedIn carousel ad, plus slides 1 and 3 running standalone as single-image ads. Single images often out-deliver carousels, and running both gives us a built-in creative test. Points to the mSDK product page and its lead form. Objective: website conversions (Lead). Splits into two ad sets: carousel R7 500 + single image R7 500. (R2 500 moved from here to fund the two thought-leader boosts.)

Carousel2× single imageWeeks 1–6

R15 000

30% of budget

C2

Lead form · Product & tech leaders

The developer carousel, plus "Mobile checkout, built for apps" and the React Native / Flutter card as standalone single-image ads. Same product-page lead form, different audience: the people who will actually integrate the SDK. Splits into two ad sets: carousel R6 250 + single image R6 250.

Carousel2× single imageWeeks 1–6

R12 500

25% of budget

C3

Video feeder + thought-leader boosts

20–30 second cutdowns of the demo video (the full 2:54 is too long for a cold feed). Objective: video views. The cheap top of the funnel that fills the retargeting pool for C4; its click-through goes to the booking form. This bucket also funds the Thought Leader Ad boost (R2 500): Rahul's founder post to decision-makers (Ben's dev-lead boost was planned too but can't run, his post was a carousel). Split: video feeder R7 500 + posts R2 500.

3× video cutdown+ 2 boosted postsCaptions onWeeks 1–6

R10 000

20% of budget

C4

Retargeting

Site visitors (30 days) plus anyone who watched 25%+ of the video. Warm audience, so the full demo video is allowed here alongside the strongest carousel, and it drives the booking form (demo booked). Launches week 3 once the pools are big enough.

Best carouselFull videoWeeks 3–6

R10 000

20% of budget

+

Reserve

Held back, then poured into whichever campaign has the best cost per demo in weeks 5–6.

Winner takes it

R2 500

5% of budget

Where each campaign sends its clicks. The cold, high-volume ads (C1 + C2) point to the mSDK product page (peachpayments.com/mobile-software-development-kit/) and its lead form, which builds a prospect list for sales to follow up. One demo owner can't absorb a high influx of direct bookings, so only the warm, lower-volume traffic (C3, C4 and the thought-leader ads) goes to the booking form (peachpayments.com/demo-request-msdk-v2/).

One ad format per ad set. LinkedIn allows a single ad format per ad set, so each cold audience splits into two ad sets, carousel and single image. Budget has since shifted from C1 toward the better-performing C2, and a third pair — C2+ Dev Agencies carousel + single image — joined on 30 July: six carousel/single-image ad sets in all under the "mSDK v2 Launch" campaign group (C1 carousel R4 500 + C1 single R5 500; C2 carousel R9 250 + C2 single R8 250; dev-agency carousel + single R2 500 each). The creative and destination per ad are unchanged; they just sit in the format-appropriate ad set.

Why carousel ads and not Document Ads? Carousel image ads (2–10 cards, 1080×1080) let every card click through to the demo page with its own tracking. Document Ads get more engagement but bury the click-through; they suit gated content, not a demo CTA. If carousel CTR disappoints by week 3, we test the same five slides as a Document Ad against it.

03

The creative

Final carousels and the demo video. Click any card to view full size.

The demo video

The 2:54 explainer · embedded on the landing page, cut into 3 for the C3 feeder

Decision-maker carousel

C1 · Commercial story · final designs

1 · Turn more app users into paying customers

2 · Make repeat purchases effortless

3 · Built for mobile. Not adapted to it.

4 · Built to improve conversion

5 · Mobile payments, without the complexity

Developer carousel

C2 · Product & integration story · final designs

1 · Mobile checkout, built for apps

2 · Native Checkout, built for mobile

Slide 3: React Native and Flutter support

3 · React Native & Flutter

4 · Designed to convert

5 · Reduce friction at the point of payment

Final designs received. Both carousels are export-ready at 1080×1080, correctly sequenced. Ready to upload as LinkedIn carousel ads (and to run the strongest slides standalone as single-image ads).

Video cutdowns

C3 · From the 2:54 demo video

01

No redirects, no drop-offs

The Nosh native-checkout beat. Google Pay in seconds, payment UI matching the merchant brand.

02

One codebase, every device

The wallet top-up beat. React Native and Flutter, Apple Pay and Google Pay from a single API.

03

Saved cards, secured

The Wander beat. Tokenised repeat purchases and embedded 3D Secure that stays on-brand.

Captions burned in (most of the feed watches muted), logo and mSDK v2 badge visible from second one. The full film's best job is embedded on the demo landing page and in retargeting, where the audience is already warm.

04

Who sees it

South Africa first. Kenya and Mauritius can follow as a separate ad set once we have a baseline.

C1 · Decision makers

The people who sign

Functions: Business Development, Entrepreneurship, Finance, Marketing, Operations, Product Management, Sales (the commercial decision-makers, function-based so we catch the right people even where exact titles vary)
Seniority: CXO, Director, VP, Owner, Partner
Company size: 51+ employees
Verticals: retail, food delivery, travel & hospitality, financial services, marketplaces, on-demand services

C2 · Product & tech leaders

The people who build

Functions: Engineering, IT, Product Management (broadened from named titles to catch the individual-contributor engineers who actually integrate the SDK, not just their managers)
Seniority: Manager and above (Manager, Senior, Director, VP, Owner)
Company size: 51+ employees
Verticals: same six as C1, mirroring the demo video's Nosh / Sideline / Wander worlds

Audience Network: OFF Audience expansion: OFF Bidding: manual CPC Audience: above LinkedIn's ~300 floor · C2 ≈ 6,100 Exclude: competitors · Peach staff · existing customers Geo: South Africa

The three highlighted settings are where first-time LinkedIn advertisers get burned: the Audience Network wastes spend on junk inventory, expansion dilutes the targeting we're paying a premium for, and the default Maximum Delivery bidding is the platform's most expensive option. Because we target a matched list of named companies (ABM), the audiences are deliberately tight rather than broad. LinkedIn's hard serving floor is ~300 members; if one drops near it, loosen functions/titles before touching seniority.

Sharper targeting, matched. Alongside role targeting, a Matched Audience of South African companies that run consumer payment apps is built and uploaded to Campaign Manager (plus a customer-exclusion list), so the ads hit named accounts directly. Both have now finished matching: the C2 developer audience resolves to ~6,100 members, comfortably above the ~300 serving floor. The research and the shortlist: the target-list page →

05

Every rand tracked

All free, and non-negotiable: without it we never learn which ad produced which demo.

Status: built and verified live, 12–14 July 2026. The Insight Tag, both conversions (the product-page Lead form and the Demo booked booking) and all twelve tracking links are live on the Peach Payments ad account (509088950) and confirmed working end to end (the twelfth, for the dev-agency ad sets, was added 30 July). Details below.

1

LinkedIn Insight TagLive

Live on all of peachpayments.com, Partner ID 5938756 (on the Peach Payments ad account, 509088950). Installed as a site-wide snippet and verified firing in a real browser on every page of the site. This unlocks conversion tracking and the website retargeting audiences C4 depends on.

2

Two conversions, mapped by pageLive

The destination split needs two conversions, and a snippet maps each page to the right one. The product page's HubSpot lead form fires "mSDK v2 - Lead form" (id 27248588, category Lead), the top-of-funnel signal the cold C1/C2 ads optimise toward. The booking page's embedded HubSpot scheduler fires "Demo booked" (id 27248524) on its booking-confirmed event, the goal for the warm C3/C4 and thought-leader ads. Both are active in Campaign Manager and test-fired on real submissions.

3

A tracking link per adLive

Every ad gets its own short link (ppay.click) that redirects to its destination with UTMs baked in, so the traffic split shows in Rybbit and HubSpot and all of it rolls up under one campaign. Seven links (C1, C2 and the dev-agency ad sets) go to the product page; the other five (C3, C4 and the thought-leader posts) go to the booking form. Scheme:

utm_source = linkedin   ·   utm_medium = cpc   ·   utm_campaign = 47349017-mSDK v2 Launch
utm_term = {ad format}  ·   utm_content = {specific ad}   ·   marketing_assisted = yes

Ad	Paste this link	utm_content
C1 · Decision makers → product page · Lead form (27248588)
Carousel	ppay.click/msdk-dm-carousel	dm_carousel
Single image · app users	ppay.click/msdk-dm-appusers	dm_single_appusers
Single image · simplicity	ppay.click/msdk-dm-simplicity	dm_single_simplicity
C2 · Product & tech → product page · Lead form (27248588)
Carousel	ppay.click/msdk-dev-carousel	dev_carousel
Single image · checkout	ppay.click/msdk-dev-checkout	dev_single_checkout
Single image · frameworks	ppay.click/msdk-dev-frameworks	dev_single_frameworks
C2+ · Dev agencies → product page · Lead form (27248588)
Single image + carousel	ppay.click/msdk-devagency	devagency_build_once
C3 · Video feeder → booking form · Demo booked (27248524)
30s video cutdown	ppay.click/msdk-feeder-video	feeder_video_30s
C4 · Retargeting → booking form · Demo booked (27248524)
Carousel	ppay.click/msdk-retarget-carousel	retarget_carousel
Full demo video	ppay.click/msdk-retarget-video	retarget_video
Thought Leader Ads · in-post link → booking form · Demo booked (27248524)
Rahul · founder post	ppay.click/msdk-tla-rahul	rahul_founder
Ben · dev-lead post (shelved)	ppay.click/msdk-tla-ben	ben_dev_lead

4

Funnel tested end to endDone

Verified on production for both paths: booked a real demo and watched the "Demo booked" conversion fire (27248524), and confirmed the product page's Lead conversion (27248588) fires on a lead-form submission, both beacons reaching LinkedIn on Partner ID 5938756. Both pages are pushed to static and verified. Landing page quick wins still open: embed the demo video on the booking page, move the merchant logos (Samsung, Lacoste, Superbalist…) above the fold, and check mobile load speed, since most LinkedIn clicks are mobile.

06

Opening lines

Intro text under 150 characters (LinkedIn truncates beyond that on mobile). Headlines mirror the carousels for message match.

C1 · Decision makers

"Every redirect at checkout costs you paying customers. mSDK v2 keeps them in your app, from tap to payment confirmed."

Turn more app users into paying customers

CTA · Learn more (product page)

C2 · Product & tech

"One SDK for iOS and Android. React Native and Flutter support, native checkout, tokenisation and embedded 3D Secure built in."

Mobile checkout, built for apps.

CTA · Learn more (product page)

C4 · Retargeting

"You've seen what mSDK v2 can do. See it live on your own use case, 30 minutes with our team."

Book your mSDK v2 live demo

CTA · Request demo

07

Running it

Fifteen minutes twice a week is enough, if we follow two kill rules and resist fiddling.

Week 1Hands off

Check daily that money is moving and conversions record, but change nothing for seven days. Every edit resets LinkedIn's learning phase and burns budget.

Weeks 2–62× weekly · 15 min

Two rules, applied without sentiment: pause any ad under 0.30% CTR after ~5,000 impressions, and pause any campaign whose cost per conversion (lead or demo) runs past 3× its target with spend to prove it. Frequency above ~4/month per audience means refresh creative or widen the audience.

Week 3Retargeting on

Launch C4 once the video-viewer and site-visitor pools are big enough. First budget shift: move spend from the weaker cold campaign into the stronger one.

Week 5Back the winner

Second shift: the R2 500 reserve plus any loser budget goes to the best cost-per-conversion campaign. Check the demographics report, which titles and companies actually clicked sharpens round two.

Week 6Wrap report

Spend, clicks, CTR, leads, demos, cost per conversion, plus sales feedback on lead quality. That report, not gut feel, decides whether the campaign renews.

08

Open calls

Four decisions for the team. The plan assumes the recommendation on each; all are easy to change before launch.

Decision 01

Six weeks, or shorter?

Six weeks gives the algorithm time to learn and us two clean optimisation passes. A shorter burst concentrates budget but we learn less for the next campaign.

Recommended: 6 weeks

Decision 02

Thought Leader Ads

Boosting personal mSDK v2 launch posts costs roughly a quarter of standard sponsored content per click, with ~1.7× the CTR, the cheapest reach in the plan. Rahul (founder) is set to post, his tracking link is ready (Section 05) and his boost is prepped, waiting on the post. Ben's (dev lead) boost isn't going ahead, his post ran as a carousel, which LinkedIn's Thought Leader Ads can't sponsor, and he isn't reposting. Funded with R2 500 moved from C1 into the C3 bucket; Rahul's post is boosted to decision-makers. It runs as its own paused campaign (a boosted personal post can't sit inside the conversion ad sets).

Rahul's post pending · Ben's shelved · R2 500

Decision 03 · Confirmed

Where the ads point

The cold, high-volume ads (C1, C2) point to the mSDK product page and its lead form, which builds a prospect list for sales to follow up. One demo owner can't absorb a high influx of direct bookings, so only the warm, lower-volume traffic (C3, C4 and the thought-leader ads) goes to the booking form. LinkedIn's own Lead Gen Forms stay available as an even-lower-friction fallback.

Confirmed: cold → lead form, warm → booking

Decision 04

Beyond South Africa?

Kenya and Mauritius are in-market for Peach but have thinner LinkedIn inventory. Adding them later as a separate ad set keeps the SA baseline readable.

Recommended: SA only for round one

And post it all organically first. Both carousels go up as PDF document posts on the company page and employee profiles in launch week. Free reach, and it warms the retargeting pool before a rand is spent.

09

Launch checklist

Every pre-launch box is ticked. C1, C2 and C3 went live on 16 July 2026; the C2+ Dev Agencies pair joined 30 July.

Insight Tag installed and verified firingDone · live site-wide (Partner ID 5938756), verified in a real browser
Both conversions defined and test-firedDone · "mSDK v2 - Lead form" (27248588) for the product page and "Demo booked" (27248524) for the booking page, both live in Campaign Manager and test-fired
Billing set up and the ad account off "on hold"Done · Peach Payments ad account (509088950), payment method on file, account active
Booking scheduler set to the live demo ownerDone · demo page uses the live engineer's scheduler, and booking notifications post to Slack
Matched Audiences uploaded + matched: include + exclusion lists in Campaign ManagerDone · both matched on the Peach ad account; C2 developer audience resolves to ~6,100, well above the ~300 floor
UTM scheme on every ad URLDone · all 12 tracking links built + verified (Section 05), set as the destination on every C1/C2/C3 and dev-agency ad; confirm sessions in Rybbit day-1
Landing pages live: lead form (landing page) + booking pageDone · both live on production; the Lead conversion was verified firing on the landing-page form (a simulated submit fired the LinkedIn beacon)
Final creative, both carousels + single images: 1:1 exports, correct slide badgesDone · built into the C1 + C2 ad sets (carousel + slides 1 & 3 as single images)
Video cutdowns: 3 demo videos in the C3 feederDone · 3 × ~30s videos uploaded and attached · note: they are 16:9; 1:1/vertical exports for the mobile feed are a future optimisation
Campaigns built: Audience Network off, expansion off, manual bids, conversion + audiences attachedDone · C1, C2, C3 and the C2+ Dev Agencies pair built; safety settings confirmed across all seven ad sets. Bids since cut to R65 on C1/C2 and set to R85 on the dev-agency pair, with budget shifted from C1 toward C2. C4 retargeting builds ~early August once C3 has run
Visual QA: every ad set + ad reviewed, new creative, headlines, destinations, safety settingsDone · full config readback + human visual pass. Launched at LinkedIn's ~R113 CPC (above the R45–90 plan but inside LinkedIn's SA range); bids have since been cut to R65 on C1/C2 and set to R85 on the dev-agency pair
Lead-form Slack alerts to #marketing-team + #ent-kam on each landing-page submissionDone + live · UTM attribution table for ad leads (which creative drove them), simple source for organic
Sales briefed: demo requests land within the hour, follow-up same dayDone
Launched: approved the spend and took C1/C2/C3 liveDone · 16 July 2026 · in LinkedIn ad review, serving on approval
Thought Leader post (next): Rahul publishes his founder post, approves boosting, boosted to decision-makersPending · draft + link ready; the boost needs his live post + permission. Ben's is shelved (his post was a carousel). C4 retargeting also builds ~early August.