Keep customers, competitors and bad-fit accounts out of your LinkedIn ads
Exclusions are the fastest way to stop wasting ad spend. Add the companies, job titles and industries that should never see an ad, decide whether it applies team-wide or to specific campaigns, ad sets and ABM campaigns, and ZenABM pushes the list to LinkedIn and keeps it in sync.
What you can exclude
Three kinds of exclusion, one place to manage them
Companies
By name, or straight from your list of engaged LinkedIn companies. The usual candidates are customers, competitors, partners and your own company.
Job titles
With bulk matching to catch the variations of a role, so a title you never want to pay for stays out however it is written on a profile.
Industries
Whole categories that are not a fit, removed from the campaigns you choose in one go.
Any scope you like
Team-wide, per LinkedIn campaign or ad set, or per ABM campaign. LinkedIn only accepts exclusions on individual ad sets, so ZenABM resolves the ad sets under whichever scope you pick.
Companies
Find the accounts worth excluding, then exclude them from the same screen
Companies shows impressions, engagements and clicks per account at the ad, ad set and campaign level, next to each account's engagement score, ABM stage and CRM deals. Filter to the segment you want, and push customers, competitors and bad-fit accounts to Exclusions straight from the list.
- Exclude from the Companies list, from any company's own page, by asking Zena, or through the MCP server and REST API
- Filters are saved in the URL, so the list you built is one link away for the rest of the team
- Team-wide is the right scope for global never-advertise-to lists such as customers and competitors
Job titles
Cut the titles that will never buy, without cutting the ones that might
Job Titles insights show which titles your campaigns reach and which ones engage, broken down by campaign and ad set. When a title is absorbing impressions with no business being there, exclude it from all your ads or from selected campaigns and ad sets. Just be mindful: someone might be both the CFO you want and the president of their kid's football club.
- Reach and engagement by title across campaigns and ad sets, with a per-title breakdown of the campaigns behind it
- Bulk matching catches the spelling variations of a role
- LinkedIn caps exclusions at 200 per ad set, so spend them on the titles that cost you the most
How it works
How to set it up
- 1
Add exclusions
Search for the companies, job titles or industries to exclude, one at a time or in bulk.
- 2
Set the scope
Choose whether it applies team-wide or to specific campaigns, ad sets or ABM campaigns.
- 3
Sync to LinkedIn
ZenABM pushes the exclusions to your ad account in the background, which can take a few minutes. Activity logs show what changed, and you can retry anything that did not apply.
- 4
Stay in sync
Exclusions are re-applied daily at midnight GMT to every active ad set that matches the scope, so the list keeps up as campaigns change.
