Fini ads proposal team review, 28 Oct 2026
LinkedIn ads, ad account on hold

9 campaigns, 6 weeks, goal ≤ $400 per ICP booking

Audiences uploaded. No campaign built, $0 spent. Nothing launches without Ankit's go.

$5,540
6-week budget
about $920 a week
9
campaigns
5 competitor, 2 visitor, 2 booking
~14
ICP bookings goal
at ≤ $400 each
1,281
competitor-customer companies
+ 1,736 visitor contacts
6
asks before launch
owners below
Before launch

Six asks block the launch

OwnerAskStatus
AnkitAdd a payment method. The ad account is on hold.Open
Web/growthInsight Tag + booking conversion eventOpen
Web/growthCalendar landing pages. At today's 0.2% site conversion, $5.5k buys about 1 booking, not 14.Open
LegalOK to use visitor contact lists (Avina provenance, CCPA). Fallback: company lists only.Open
Web/growthRestore “How did you hear”; route the 57 raw Cal links through tracked pagesOpen
SalesConfirm the call is 20 minOpen
Budget

Where the $5,540 goes

6-week spend per campaign

C1 Fin (S1a)$420
C2 Enterprise AI (S1b)$588
C3 Helpdesks (S2)$504
C4 Legacy bots (S3)$588
C5 SMB bots (S4)$420
C6 Hot visitors, lead gen$1,050
C7 Warm visitors, video$630
C8 Retargeting, lead gen$840
C9 Conversation Ad$500
Awareness + considerationConsideration + bookingBooking

C1 to C5 use the website-visits objective. C9 capped at $500.

Split by funnel stage

$5,5406 weeks
Awareness + consideration$3,15057%
Consideration + booking$1,05019%
Booking$1,34024%
Timeline

Six-week flight plan

Campaign Gantt

Pre
W1
W2
W3
W4
W5
W6
Blockers cleared
C1 Fin (S1a)
C2 Enterprise AI (S1b)
C3 Helpdesks (S2)
C4 Legacy bots (S3)
C5 SMB bots (S4)
C6 Hot visitors
C7 Warm visitors
C8 Retargeting
C9 Conversation Ad
Read: early signals
Read: cost per booking
Creative refresh
Awareness + considerationConsideration + bookingBookingPre-launch

Hatched start on C8: switches on in week 2 or 3. Launch on a Tuesday.

Audiences

Who sees the ads

Company lists (accounts)

S1a Fin26
S1b Enterprise AI76
S2 Helpdesks401
S3 Legacy bots223
S4 SMB bots $10M+516
HOT accounts39
B booked, not signed36
X exclusions27

Gray: excluded everywhere. B excluded from C1 to C7. LinkedIn needs 300 matched members; S1a merges into S1b if short.

Visitor contact lists

827
V-AB hot visitors
A + B ICP fit
909
V-CD warm visitors
C + D ICP fit
TargetingCS / CX / Ops, Manager and above
Audience expansionOff
Held for sales14 brands over $1B
Segments

Competitor and lead angle per segment

SegmentCompetitors (accounts)Lead angle
S1aIntercom Fin 27Money saved
S1bDecagon 36, Sierra ~17, Lorikeet ~16, Maven ~6, Gradient 5, Crescendo 3, Giga 1Comparison
S2Pylon 149, Gladly 143, Kustomer 111Guarantee proof
S3Ada 146, Forethought 65, Yellow 16Comparison
S4Chatbase 415, Botpress 97, Yuma 15, My AskAI 9Guarantee + 90/99
Funnel

Funnel math and stage targets

Expected funnel (shapes not to scale)

~112,000 Impressions
~670 Clicks
~13 Bookings

$5,040 at $45 CPM, 0.6% CTR, 2% landing-page conversion.

Targets by stage

AwarenessS1 to S4, V-CD
  • CPM ≤ $60
  • 50% video views 25%+
  • Engagement 1%+
ConsiderationEngagers, V-AB, HOT
  • CTR ≥ 0.6%
  • CPC ≤ $10
BookingRetargeting, B
  • Form completion 10%+
  • CPL ≤ $120
  • Lead to booking 30%+
  • ≤ $400 per ICP booking
Journey

Path to a booked call

1
Days 0 to 14
Cold
Video + Document
Moves on: 50% watch, Document open or site visit
2
Days 7 to 30
Engaged
Pricing / comparison (C8)
Moves on: Click
3
Days 0 to 30 after visit
Visited
Guarantee, Lead Gen Form, Conversation Ad
Moves on: Booking, or stop after 30 days
4
After booking
Booked
ICP non-customers: Guarantee in C8 + C9. Customers, partners, no-fit: nothing.
Moves on: Signed, or 60 days

V-AB (hot visitors) skip straight to C6 + C9. V-CD (warm) get video first.

Creative

Creative by campaign

Creative x campaign matrix

PricingDocumentVideoGuarantee90/99ComplianceLead Gen FormCompare adsConversation Ad
C1
C2
C3
C4
C5
C6
C7
C8
C9
Lead creativeIn rotation

C6 compare ads: Pylon, Decagon, Forethought, Ada. C9 is a message from Deep, co-founder.

Assets to build

AssetUsed in
Deep video, 45 to 60s + 15s cutC1 to C5, C7, C8
Document Ads from the 11 /compare pagesC2, C4, C7
Pricing imagesC1 to C5
GuaranteeAll campaigns
ComplianceFintech/health slices, C6
Lead Gen FormC6, C8
Conversation AdC9
Rules

Frequency and winner rules

Frequency cap

cut 30%
max
02468

Impressions per person per week. Green: 3 to 5 target. Red: above 6, cut budget 30%.

Refresh creativeevery 2 to 3 weeks, or when CTR drops 30%
Conversation Adonce per 45 days
Weekendspause if weekend CTR is under half of weekday
Indiarestrict at week 3 with 0 bookings

Picking winners

Read results at
3k impressions or $300
Weeks 1 to 2
LP conversion, then form rate, then CTR. Kill an ad at CTR below half the average with 0 fills at $300.
Weeks 3 to 6
Cost per ICP booking. Budget to the top 2. New variant every 2 weeks.
Stop
Pause a campaign at $1,500 spent with 0 bookings
Scale
+30% a week while ≤ $400 per ICP booking
Tie-break
Share of calls sales rates as qualified
Measurement

Tracking

UTMs on every adPrimary: bookingCalendar viewForm submit30 days post-click7 days post-viewSales tags ICP within 24hMonday report
Open

Open questions

OwnerQuestion
LegalOK to use visitor contact lists?
ProductCan ads claim integration with Gladly, Kustomer or Pylon?
SalesHand the 39 HOT accounts to sales?
DeepAvailable to record the video?
WebOwner and date for the landing pages?
Draft ad copy (full text)

Competitor names are approved in every format, image ads included. Every ad has one CTA: "Book a 20-min call".

Comparison (Document Ads)

  • S1b: "Thinking about your Decagon renewal? Our side-by-side covers pricing, setup time and compliance."
  • S3: "Forethought is part of Zendesk now. If you're reviewing your AI agent this year, compare Fini and Ada, Forethought or Yellow on price and setup."
  • S2: "Gladly, Kustomer and Pylon run your inbox. Fini resolves the tickets. See how the costs compare."

Pricing

  • S1a: "Intercom Fin charges $0.99 per outcome plus seats. Fini starts at $0.49 per resolution, with no seat fees."
  • S1b and S3: "Pay per resolved ticket. There's no annual contract and no setup fee to sign before you see results."
  • S4: "Fini resolves 90% of support tickets at 99% accuracy, on your data."

No savings claim against Chatbase or Botpress (they're cheaper per message), and no competitor price quoted for Sierra, Ada, Forethought, Decagon or Maven (their contracts are custom).

Guarantee

  • Risk framing: "90% resolution in 90 days, or you pay $0. That's our 90-Day Money-Back Guarantee."
  • Proof framing: "Send us 1,000 of your real tickets. We'll show you the resolution rate before you sign anything."
  • Booked, not signed (list B): "90-Day Money-Back Guarantee: 90% resolution in 90 days, or you pay $0." and "Send 1,000 real tickets, we'll prove it on your data." CTA to pick up where the call left off.

Deep (Thought Leader Ad)

  • "Most teams I talk to are paying for an AI agent they can't measure. So I put it in the contract: if Fini doesn't resolve 90% of your tickets in 90 days, you pay $0. Our comparison with [competitor] is here if you want the details."
  • Video opener (first 5 seconds): "Fini charges per resolved ticket, starting at $0.49. If we don't get to 90% resolution in 90 days, you pay $0." Then how the 1,000-ticket proof works, the 14-day go-live, and the CTA.

Conversation Ad (Deep)

"Hi {first name}, I'm Deep, co-founder at Fini. If you're looking at how AI handles your support queue this year, I can run Fini on 1,000 of your real tickets and show you the resolution rate before you sign anything. Want to pick a time?"
Buttons: "Book a 20-min call" and "See how we compare".

Rule for visitor and retargeting ads: never say or hint that we know the person visited the site. LinkedIn's ad policy bars it, and it reads as creepy.