Your Main KPI - For eCommerce the main KPI is ROAS, and for Lead Gen the main KPI is CPL.
When you increase ad spend, it's common to discover your CPL goes up or your ROAS goes down. Here's why.
It is likely that LinkedIn campaigns to warm leads (aka remarketing) could be a good fit, but LinkedIn campaigns to cold leads is only a good fit for a few narrow industries.
If you have a large customer list, and if your Google account is eligible for "customer match," then you can implement some cross-selling and retargeting campaigns. Because the audience size is limited and much smaller than an audience found on Google, we won't need a large budget for this strategy. After about a month or two of gathering conversion data, we can also create a "similar audience" based on the customer list. Similar audiences are often effective, and we will incorporate it into our proactive targeting campaigns.
It's possible to target competitors beyond the basic competitor campaign (which is where we show an ad after someone searches for a competitor). We can do this using affinity & intent audiences (which are audiences of people who are frequently associated with the competitor's business).