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Weekly update — May 25–27, 2026

Operating record of campaign-side execution and decisions taken during the week. Declarative status at the close of May 27, 2026.

Summary

Area Status at close of May 27
Google Ads — CIAL360 Credit - MX - 2026 Q2 - Search Non-brand Created and paused. Two RSAs loaded in the Credit_NB_SoftwareCreditoB2B ad group. Daily budget set to MXN 300.
LinkedIn Ads — CIAL360 Credit - MX - 2026 Piloto campaign group Ad Set LIA Credit Prospecting - 2026Q2 in Draft. Awaiting Page-level permission to publish ads.
Audiences Lookalike seed list uploaded; LinkedIn processing the derived audience.
Tracking / GTM Insight Tag verified active and firing. Pilot-specific tag spec defined under the EON_PILOT_ prefix.
Budget allocation Confirmed: MXN 9,000/month per product for Google Ads. Branded campaign deferred from the initial pilot allocation.

1. Google Ads

Campaign and ad group

The campaign CIAL360 Credit - MX - 2026 Q2 - Search Non-brand (ID 23883887275) was created in the CIAL Dun & Bradstreet - LatAm account (customer ID 411-077-7903). The campaign remains paused at the end of the week.

The ad group Credit_NB_SoftwareCreditoB2B is loaded with four phrase-match keywords:

  • "software de crédito b2b"
  • "software gestión de crédito"
  • "plataforma de crédito empresarial"
  • "software gestión crédito b2b"

Daily budget

Updated on May 27 from MXN 240/day to MXN 300/day. This aligns the campaign with the pilot allocation: MXN 9,000/month per product on Google Ads.

Responsive Search Ads in the ad group

Two RSAs are loaded:

RSA #1 — Speed & efficiency angle (planned full copy in LinkedIn and Google Ads copy). 9 of 15 headlines currently loaded. Pending completion of the remaining 6 headlines before campaign activation. Current quality score on the platform: Average.

RSA #2 — Risk + D&B credibility angle (new this week, created May 27). Complete: 15 headlines + 4 descriptions. Designed to diversify creative angles vs. RSA #1, so the algorithm has distinct messaging to rotate. Quality score at save time: Good.

Both RSAs display "Not eligible — paused campaign" on the platform. The status will clear automatically once the campaign is activated. It is not a policy rejection.

Snapshot of RSA #2 copy (Spanish, as published)

15 headlines (each ≤30 characters):

Datos D&B para Crédito B2B · Powered by Dun & Bradstreet · Crédito con Data D&B · Evita Cuentas Incobrables · Reduce Exposición Crediticia · Mide Riesgo Antes de Vender · Score de Riesgo Tiempo Real · Detecta Clientes Riesgosos · Aprueba Crédito en Minutos · Decisiones de Crédito Ágiles · Automatiza Aprobación Crédito · Plataforma de Crédito B2B · Software Gestión de Crédito · Software Crédito B2B · CIAL360 Credit | Solicita Demo

4 descriptions (each ≤90 characters):

  1. Evalúa el riesgo crediticio de cada cliente B2B con datos D&B verificados antes de vender.
  2. Información crediticia respaldada por Dun & Bradstreet. Solicita demo de CIAL360 Credit.
  3. Aprueba o rechaza líneas de crédito en minutos, con score de riesgo en tiempo real.
  4. Plataforma de gestión de crédito B2B con integración a tu ERP. Solicita una demo hoy.

The full RSA reference lives in LinkedIn and Google Ads copy — section 1.3.

Remaining items for the Credit Non-brand campaign

  1. Complete the 6 missing headlines on RSA #1 so the ad group exits "Average" quality.
  2. Create the remaining five Non-brand ad groups: Credit score, Company bureau, Automated decisioning, D&B Rating, DSO reduction.
  3. Add account-level sitelinks, callouts, and structured snippets.
  4. Universal negative-keyword list.

2. LinkedIn Ads

Account and campaign group

CIAL LatAm ad account (ID 511186797), inside the CIAL Dun & Bradstreet Business Manager.

Campaign group CIAL360 Credit - MX - 2026 Piloto (ID 1074402894) holds the pilot scope for the Credit product.

Ad Set

LIA Credit Prospecting - 2026Q2 (ID 739402054) is created and saved in Draft. Configuration at close of May 27:

  • Objective: Website visits, optimized for landing-page clicks.
  • Schedule: continuous.
  • Bidding: manual at MXN 100 per click during the pilot.
  • Daily-budget forecast on the platform: MXN 5.2–9K monthly equivalent, 14–37K impressions, 64–180 clicks, CPC MXN 73–86.

Audience

Lookalike seed list CIALDB_LAL_2026-05-25 was uploaded from the cleaned ABM file (1,670 valid emails). LinkedIn is processing the derived audience; expected to be ready within 24–48 hours after upload. Once ready and at sufficient match rate (≥300 members), it will be the primary audience for the Ad Set. The cleaned ABM list also supports manual segmentation for Tier-A accounts.

Pending to publish ads

Publishing the three Single Image Ads (angles A, B, C documented in LinkedIn and Google Ads copy — section 1.1) requires the Sponsored Content Poster role on the CIAL Dun & Bradstreet Company Page. The role is granted by a Super Admin of the Page (separate from the Ad Account admin role).

Once the role is in place, ad upload is estimated at 15–20 minutes for the three creatives.

3. Tracking and GTM

Insight Tag verification

The LinkedIn Insight Tag is active on es.cialdnb.com via the existing GTM container (GTM-MS9VH6F). Partner ID 5937258. Tag fires correctly and is currently tracking activity across approximately 45,000 companies over the last 80 days.

Three LATAM conversion events are registered and receiving hits today:

  • form_demo_latam
  • form_newsletter_latam
  • chat_drift_email_capture_latam

The legacy audience "Retargeting CIAL LinkedIn" reports "no signal since 2023". Root cause: the audience was originally created with incorrect parameters in 2023, not because of any current tag issue. The pilot replaces this audience with new retargeting definitions for Credit and Compliance.

Pilot tagging plan (under the EON_PILOT_ prefix)

To preserve a clean separation between pre-existing tags and pilot tags, all new tags carry the prefix EON_PILOT_. The pilot adds:

  1. One LinkedIn conversion: EON_PILOT_Credit_LP_Form_Submit (Event-specific, scoped to /lp/cial360-credit).
  2. One Google Ads conversion: lead-form submit equivalent.
  3. Three GTM tags: LinkedIn Event Conversion, Google Ads Conversion, GA4 form_lead_submit.
  4. One Webflow code block to push form_lead_submit to dataLayer with UTMs + ang + form_id.
  5. Two LinkedIn retargeting audiences (Credit and Compliance) that replace the legacy audience without signal.

Implementation requires edit/publish access to the existing container for the EON operator. Coordination on the publishing window is open with the technical team at CIAL to avoid impacting the five pending changes that already sit in the Default Workspace.

4. Budget allocation — pilot baseline

Confirmed pilot allocation, monthly:

Channel Total Credit Compliance Notes
Google Ads MXN 18,000 MXN 9,000 MXN 9,000 Aligned at MXN 300/day per campaign
LinkedIn Ads MXN 12,000 MXN 6,000 MXN 6,000 Subject to refinement once auction CPM stabilizes
Total pilot per month MXN 30,000 MXN 15,000 MXN 15,000 Excluding creative production

A separate Branded campaign for Credit was considered for the pilot. Decision this week: defer the Branded campaign from the initial allocation. The Non-brand Search campaign delivers more incremental signal at this pilot scale, and Branded can be revisited if additional budget is secured or after the first optimization cycle.

5. Next operational steps

  1. Sponsored Content Poster role on the CIAL Dun & Bradstreet Page (LinkedIn). Required to publish the Draft Ad Set on LinkedIn.
  2. GTM edit/publish access for the EON operator on container GTM-MS9VH6F. Required to load the four pilot tags.
  3. RSA #1 completion in Google Ads: add the six missing headlines so the ad group leaves "Average" quality before activation.
  4. Validation of the Lookalike audience match rate once LinkedIn finishes processing.
  5. Approval window for the campaign go-live date, coordinated between CIAL Marketing and EON.