My top tip for creating an effective LinkedIn ad is to lead with a bold insight or stat that speaks directly to the pain point of your target audience. In the past, I focused more on polished creatives and job title targeting, but over the last year, I've seen better results by using thought-leadership style copy that feels native to the feed. One of our best-performing campaigns was for a B2B SaaS tool, where we opened with a line stating that most companies waste 30 percent of their ad spend due to poor attribution, and then offered a short guide on how to fix it. The click-through rate tripled compared to our previous ads, and the cost per qualified lead dropped by 40 percent. The most significant shift has been toward conversational ad copy that mirrors what real people post on LinkedIn, not what brands usually push. Native-style writing and strong retargeting funnels make a huge difference now. You can check our agency's LinkedIn page here: https://www.linkedin.com/company/aig-marketer/
One of the most effective campaigns I’ve run on LinkedIn started with a simple founder selfie and a one-line CTA. No video. No gated asset. Just a short story about how they solved their own problem. It didn’t look like an ad, and that’s why it worked. The copy felt more like a conversation than a pitch. So on LinkedIn, ads that feel like content consistently outperform ones that feel like marketing. In the last year, creative has been fatiguing way faster. Polished ads that used to last six to eight weeks now start dropping off in under two. So we’ve had to rotate fresh creative weekly just to keep performance steady. One thing that’s been working is turning high-performing organic posts into dark ads. Because if a post pulls in over ten thousand impressions and more than a hundred reactions, it’s usually worth testing as a paid ad with a clear CTA. We’ve also moved away from lead gen forms. Because sending traffic straight to a clean landing page with a Calendly link has cut cost per lead by more than half. Lead quality’s gone up too. People booking time are more serious. So we’re not losing them in email follow-ups. Here’s the company page behind many of these campaigns: https://www.linkedin.com/company/jrrmarketing/
My top tip for creating an effective LinkedIn campaign is to know your audience. You need to know the kind of content that your audience wants to see in order to create posts that resonate with them. This can be anything from providing a solution to a problem, educational content, or something entertaining. It’s essential to review your analytics monthly to determine what kind of content is most effective. A great example of this for my company is our 'Tips From a Recruiter' campaign. Job seekers are consistently searching for answers as to why they are not progressing in the hiring process. After noticing a recurring theme in comments, the idea became clear that our audience was craving information on this topic. I began leveraging the experience and expertise of our recruiters to create valuable content that we then shared with our audience. The campaign has yielded extremely positive results with more than 118k impressions organically in its first year.
Work directly with the founder or subject-matter expert when building your LinkedIn ads. For Crew Talent Advisory, I created a campaign with Simon McSorley that brought in leads at just $11 AUD per conversion. It worked because Simon deeply understands his buyers' pain points, and we used his voice to speak directly to them. That authenticity is hard to fake, and it cuts ad costs fast. https://www.linkedin.com/company/crew-talent-advisory/
My top tip for creating effective LinkedIn ads is to experiment with the aspect ratio of your creatives, just as you would with the caption or the design. Rather than just sticking to the suggested landscape shape (1200 x 627 px), trial utilising a square ad for example to see what works best with your audience and the campaign. This will not only unlock new possibilities for you from a design perspective, but it will also allow more variables in your campaign testing - which is the secret to pursuing stronger, more effective campaigns. This has been a massive development for us within the last few years, as traditionally LinkedIn only suggested one aspect ratio for single image ads. In fact, other formats even appear 'cut-off' in the preview when creating them. But then we started to test introducing other formats - portrait images, square images etc. Through this testing, we found increasingly higher click-through rates from the square ads - it seemed that they took up more of the screen than the traditional landscape ad shapes, but weren't quite as overwhelming as the portrait images were. One specific example, is a square ad that used the exact same concept and tagline had a 0.45% click-through rate in the traditional sizing, but a 0.8% click-through rate as a square ad. This transition also helped lower our average cost per lead across all Lead Ads by 31%, assisted by the higher click-through rates we were achieving. This is likely because they take up more of the feed in that ratio, and therefore are more likely to stop your audience scrolling. However it isn't a one-size fits all situation, and this may not apply to your campaigns. But experimenting with different sizings will help you find the most effective one for your own campaign, and help you achieve stronger results! Here's a link to our LinkedIn page where you can see a wide range of square ads that we now utilise - https://www.linkedin.com/company/seoworksuk
Honestly, one of the most underrated LinkedIn ad strategies is to not start with ads at all. The best results I've seen come from being consistently active on LinkedIn: posting from your personal profile, building a real voice, and testing what resonates. In the last year or two, especially with the rise of AI-generated content, what tends to stand out are posts that feel unique and personal. People are tuning out anything that looks too polished or generic. That's why content coming from individuals, not company pages, often performs way better. So instead of writing separate ad copy, I wait until a post from someone on our team performs well organically. Then I run that exact personal post as an ad. Not a version of it, just the actual post. This way, it already feels real and proven to resonate. And the difference shows. I've seen significantly better CTR, lower CPC, and stronger CPMs compared to the typical corporate LinkedIn ads. It's not just a short-term ad play. It's a long-term awareness and trust play. Supademo's company page: https://www.linkedin.com/company/supademo
Keep candidates on LinkedIn. Use a native Lead Gen Form with just 3 auto-filled fields - name, email, LinkedIn URL. No resume upload, no external redirect. In the last 18 months, tech talent bounces when a job ad points to a long off-site form. 1 tap inside the platform beats 10 taps elsewhere. Our "Work in Paradise" ad for software engineers relocating to Caribbean coast (single beach image + Lead Gen Form) cut cost per lead 31 %, nearly tripled qualified applicants, and slashed time-to-screen from 5 days to 36 hours.
Design your ad to disqualify the wrong audience as much as attract the right one. That means being deliberately specific in your messaging. Avoid being broad and polished. Instead, be direct and peak and unmistakably tailored. For us, we shifted our LinkedIn strategy to focus less on reach and more on resonance. A recent campaign targeted academic professionals and content leads in EdTech. Instead of using generalized language like "quality research support services for students," we used copy that said: "Built for students who care about structure, quality sources, and staying ethical." That phrasing may seem narrow, but it worked precisely because it excluded low-intent clicks. That particular campaign recorded a 32% decrease in average CPC but more importantly, a 47% increase in lead-to-conversion ratio. The audience self-qualified through the language, which gave our sales team fewer leads, but far higher quality conversations. This shift has become even more critical over the last two years as LinkedIn's ad space has become more crowded and expensive. Few years ago, broad messaging could generate great ROI, but in 2025, people scroll past anything that doesn't feel immediately relevant. Therefore, it is important to write your ad copy as if you're trying to reach one ideal person, not everyone in your target industry. Speak in their language even if it means losing some clicks. Our LinkedIn page: https://www.linkedin.com/company/customwritings-com/
What's your top tip for creating an effective LinkedIn ad or campaign? At Prediko, we help over 100+ Shopify brands streamline their inventory and demand planning and when it comes to LinkedIn ads, here's what's actually worked for us (and what hasn't): The #1 tip: Speak directly to your ICP's pain point in the first line. Not your product, not your feature set their actual day-to-day frustration. Instead of saying: "Prediko is an AI-powered inventory planning tool for Shopify brands..." We lead with: "You finally nailed the marketing. Traffic's pouring in — but your product page says 'Sold Out.'" That line stopped the scroll. Why? Because it mirrors what Shopify operators are actually experiencing when inventory planning breaks down. What's changed in the last year or two? 1. Ad fatigue is faster than ever. Polished visuals don't cut it — pattern breaks do. 2. We've seen more success with "ugly screenshot" ads (showing real UI in a real use case) vs over-designed creative. 3. Single-message carousels and side-by-side before/after scenarios have outperformed generic explainer videos. Recent example? One of our top-performing LinkedIn campaigns in 2024/25 promoted this exact idea: "Backorders saved us $32K last quarter." The ad led to a blog post showing how Prediko helps brands enable backorders without overselling. It featured: A real screenshot from our app A quote from a Shopify merchant And a strong CTA: "Fix stockouts before they happen" That single ad brought in 18 demo signups in 14 days with ~6% CTR — far above our benchmark. You can find more of our campaigns and content at: https://www.linkedin.com/company/prediko Anurag Growth @ Prediko Helping Shopify brands make smarter forecasts and create POs faster.
We've seen our LinkedIn campaigns work best when we stop treating ads like announcements and start using them to start real conversations. Instead of a generic pitch, we focus on small, well-defined audiences—like CTOs or Product Heads at mid-sized US companies and use ad copy that reflects the way they talk about their challenges. Over the last year, we've shifted toward using native lead-gen forms and short video ads featuring team members. This reduced drop-offs and improved conversion rates because people could engage without leaving the platform. One campaign offering a quick guide, "5 Mistakes to Avoid When Outsourcing Software Development," brought in 3x more qualified leads than a direct pitch for a discovery call. Here's our LinkedIn page: https://www.linkedin.com/company/weblineindia/
Create creatives that speak your audience's language. Before you launch any ad, you need to understand who your audience is, what their KPIs are, what their responsibilities are, what typical customer pain points are, what language they speak (terms, industry slang, communication style), and what they want, not what you offer. This works because people see themselves in the ad - they stop because they understand: "Oh, this is about me." Visuals are no less important. Stock images don't work anymore. But product screenshots with custom inserts (like "Dashboard for Fintech CMO"), stylized memes, or even just big quotes in the form of posts - all of this attracts attention and increases CTR. Therefore, we recommend creating separate creatives for each segment: not "One banner - for everyone," but "One message - for one pain point." Add dynamic elements, for example, in LinkedIn Dynamic Ads - the user's name, position.
I am the head of marketing at 3DModels(https://www.linkedin.com/company/3dmodelsteam/). Our project has grown from a small studio employing 2 designers to the largest 3D models provider in the world, with more than 50 people. My advice is to think of LinkedIn as a highly contextualized environment where people come to find cooperation, not to generate traffic and increase conversions. Over the past year or two, B2B clients have come to expect high transparency in cooperation. Hypertargeting has also become effective, where you enter a list of positions, industries, and geography to reach the desired profiles, and conversation ads or lead forms are not currently working. For us, LinkedIn is not the main channel for promoting our product, but it is great for finding partners or positioning. Therefore, if we launch a campaign there, we set it for a narrow audience and in a language that this audience will understand. For example, we launched a campaign aimed at game studio managers in Europe. Our message was as follows: "Are you looking for PBR-compliant 3D models that don't break the pipeline at a reasonable price?". It was a 25-second video with technical specifications, real renders, and UV maps so that the target audience understood that the message was directed at them. This campaign brought us two studios working with Unreal Engine.
My top tip for LinkedIn ads: lead with value, not a pitch. The best-performing campaigns we've run offer a juicy resource—like a playbook or cheat sheet—that solves a real pain point for the target audience. For example, we recently launched a "CMO's Guide to Fractional Marketing Teams" aimed at execs overwhelmed by in-house hiring. That ad crushed because it didn't scream "buy from us"—it simply offered help. One key change in the last year: short-form video is working wonders on LinkedIn, especially with subtitles and punchy hooks in the first 3 seconds. People scroll fast—grab them quick. You can see our company here: https://www.linkedin.com/company/prosemedia
I regularly oversee the development and execution of LinkedIn ads and outreach for Summit Search Group (our LinkedIn page: https://www.linkedin.com/company/summit-search-group). My top tip for getting the most out of LinkedIn is to keep the primary focus on the audience, not your offer. I see a lot of recruiting ads that jump straight to "We're hiring!" or similar language. That will catch the attention of active job seekers but passive candidates are going to look right past them. The problem is, active job seekers are going to put in effort to find your open positions on their own, which means the passive candidates are the main ones you need ad campaigns to reach. The campaigns that perform the best focus on an aspiration or pain point for your target audience. When you lead with that relevant information, you'll be better able to capture the right people's attention. I have noticed some shifts over the last couple of years in regards to what makes LinkedIn advertising effective, related to both the behavior and attention span of users and the platform's algorithm. One change we've made is cutting down our copy and making it more conversational. LinkedIn users scroll quickly, and usually scroll right past ads with generic or overly formal language. Our highest engagement comes from posts that sound like they were written by a person instead of having the tone of a corporate script. I will also say there has been steadily increasing competition on LinkedIn, especially in the recruitment space. Companies need to target their ads better and sharpen their messaging to stand out on the platform today. One way to do that is going beyond text to include short-form video content. It's especially effective to tie this into employer branding with team intros or "day in the life" type of clips that really humanize your organization.
I am a SMO, specializing in growth marketing and strategic marketing management. I can provide expert advice on advertising settings, including on LinkedIn. The main difference between this platform and others is that the "reach as many people as possible" targeting strategy does not work here. Here, it's quite the opposite — the more accurate and targeted the message, the higher the conversion rate. Over the past two years, LinkedIn has changed and now requires hyper-personalization and audience warming after clicking on an ad when launching campaigns. The focus is now on traffic quality rather than "as wide a reach as possible." At Claspo, we tested campaigns with different offers separately for e-commerce, SaaS, etc. For each segment, we used messages with the benefits that were most relevant to them. We attached a lead magnet (guide or instruction) to each campaign. After the leads interacted with the message and performed the target action, we showed them further ads (retargeting). This campaign proved to be effective and reduced the cost per lead by 28%.
My top tip for creating an effective LinkedIn ad or campaign: don't rely on just one channel to do all the work. In B2B, you don't get second chances. That's why we double up with SMS and email to make sure our message lands. One campaign that proved this point was our collaboration with Wynter. We shared a case study showing that study participants were twice as likely to respond when contacted via both email and SMS, not just email. We kept things simple: real results, real problems solved. Busy B2B audiences expect nothing less. As far as audiences go, the biggest shift I've seen in the market lately is that people expect receipts. If you can't show real proof, they scroll past even faster than before. Campaigns that feature data-backed results or real use cases perform better because they answer the "Why should I care?" question without wasting time. That's why I always recommend keeping the message focused and building in that extra layer of credibility through case studies, customer quotes, or showing how multiple channels do a better job together. If the value isn't clear in the first couple of seconds, it's game over. No one has the time or the attention span to read the fine print. Company page, LinkedIn profile: https://www.linkedin.com/company/textmagic/
I am the CMO at Overcode(https://www.overcode.tech). Overcode is a technology partner for the travel and hospitality industries. Our mission is to empower travel businesses through technology and drive innovation for startups and mid-sized companies — from booking engines and travel marketplaces to AI-driven personalization and IoT for smart tourism. As a CMO, I am involved in the planning of B2B advertising campaigns, in particular on LinkedIn. In advertising campaigns on LinkedIn for C-level roles, especially for the travel business in 2025, it is important to sell solutions rather than functions. For example, one of the recent successful advertising campaigns on LinkedIn was an anonymous case study with a hotel chain on the Black Sea coast. This chain used our white-label OTA booking solution and received +32% of conversions. In the advertising campaign targeted at a narrow audience of managers, we included a 25-second video with the message "Turn your booking tool from a pain point to a growth point. Start now".
Use your ad like a conversation starter, not a sales pitch. The best campaigns we have witnessed in the recent past do not start with refined headlines or general tag-lines. They start with a particular question or challenge that is very specific and reflects what a person in that position is already thinking about. We put this to the test by sending a post to nonprofit administrators whose opening line read, and they could relate to it all too well, It is 4 PM and your grant deadline just moved up. Who gets it done? The difference that has occurred over the past year is that individuals scroll through LinkedIn just like they do with any other place. They react to language that is driven by the story and to strangely precise circumstances. Generic professionalism is out of order. You have to talk like an individual to another individual-not like a company to many. That minor change increased our ad response to almost 5 percent in a week.
Measure your success against the full sales cycle, not just immediate conversions. With the LinkedIn Conversions API now allowing a 1-year lookback window, you have more context for long-term influence. We've moved away from obsessing over Cost Per Lead within a 90-day window. Many B2B sales cycles are much longer, and the new Conversions API finally helps us to prove it. We now let campaigns run for much longer, trusting that we are building valuable mindshare with our target accounts. We have a campaign targeting CFOs, for example, with a high-level report on payment automation trends. For the first 90 days, the CPL was over $300, which would have been an instant failure under the old rules. By letting it run, the Conversions API showed us that after 8 months, the campaign had influenced over $150,000 in our sales pipeline. We would have killed our best-performing campaign without even knowing it. To make this strategy work, you must manage expectations internally from day one. Present these campaigns as 12-month strategic initiatives and get your team's buy-in on tracking leading indicators like engagement rates within target accounts, not just direct leads. Here's our link: https://www.linkedin.com/company/paycompass/
Hi, My top tip for creating an effective LinkedIn ad is to focus on hyper-specific pain points tied to job roles not just industries. We recently ran a campaign targeting Heads of Marketing at Series A SaaS companies, addressing their frustration with stagnant domain authority despite high content output. The ad was short, used first-person copy, and led with "Tired of publishing weekly and still sitting on DA 22?" This style of direct messaging, almost conversational, has significantly outperformed traditional, polished B2B ad speak in the past year. One of our most successful recent campaigns generated 38 qualified leads in under three weeks, with a 9.4% CTR. This shift toward role-specific pain points and unpolished language is a direct response to the fatigue users feel from generic B2B ads. You can see the campaign results and tone we carry over on our company page: https://www.linkedin.com/company/getmelinks/