case study linkedin ads

9 LinkedIn Ad Case Studies That Marketers Can Learn From

Updated: July 01, 2020

Published: June 29, 2020

When you think about social media marketing, what's the first platform that comes to mind? For many marketers, it's probably Facebook or Instagram. But if I were to pick one, I'd go with LinkedIn.

Why? Well, first, LinkedIn is an amazing platform to use for brand awareness. Their Business Solutions offer a variety of ad types, like photo or video. Ads are visible to the platform's 630 million users , and the unique optimization tools, like audience targeting, ensure Ads reach qualified leads.

Second, LinkedIn's Business Solutions are expansive . There's a lot of opportunity for ad customization and budgeting — which is helpful if you’re not quite sure which ad is right for your strategy.

That's where my third reason for loving LinkedIn comes in: case studies.

Case studies often explain the thinking, process, and analysis behind how a team or business uses a product or solution. Marketing case studies usually focus on specific verticals, industries, or solutions.

Want to learn more about LinkedIn Ads ? Their case studies are a good place to start. Let’s walk through a few.

LinkedIn Ads Case Studies

These case studies will dive into every ad type LinkedIn has to offer and what those corresponding campaigns look like. LinkedIn offers four ad types: Dynamic, Sponsored, Text, and Message.

Dynamic Ads change based on the interests of LinkedIn members. They come in four formats and offer the most opportunity for personalization. Use this ad type, if you want to create highly stylized Ads for your campaign.

While Dynamic Ads can be shown in a variety of places on LinkedIn, Sponsored Ads are shown only in the main feed. They're similar to other channels in which ads blend into a user's main screen.

Text and Message Ads live on users’ main screens too — just in less obvious places. A Text Ad shows up in a member's right column, where other promoted content lives, while Message Ads are sent directly to inboxes.

Let’s look at a few companies that are at all levels of LinkedIn advertising expertise as well as companies with a variety of budgets.

Are you ready to see them in action?

LinkedIn Dynamic Ads Case Studies

Dynamic Ads use data about LinkedIn member interests to show them personalized Ads. The content of the ad, like copy or photos, changes based on that data. LinkedIn members can configure what's collected by LinkedIn to personalize the Dynamic Ad experience from the main feed.

LinkedIn's Dynamic Ads come in four formats:

It's likely that you've come across one of these ads on LinkedIn before. With so many versions, it's almost impossible not to see a job ad to your right, or a spotlight ad in the middle of the homepage.

If you've always wondered if those ads were successful, here are a few examples.

1. NerdWallet's Follower Ads

Finding top technology talent isn't an easy task — with so many qualified applicants, and even more competition, Companies like NerdWallet , which gives customers personalized financial advice, need help finding prospects.

In 2019, NerdWallet used LinkedIn Pages as a recruiting tool. LinkedIn's emphasis on professional content makes Pages the perfect place for them to promote its company culture.

Follower Ads about the company's self-proclaimed "nerdy" company culture would bring interested LinkedIn members to their Careers Page, where jobs are posted.

Image Source

“We're building recognition of our company and talent brand among industry peers. Through LinkedIn, we've even been able to reach VP-level members. That's not easy to do anywhere else," says Vivian Chen of NerdWallet's Brand Marketing team.

Results: NerdWallet's most popular posts usually center around company culture. One of NerdWallet's communication managers notes that employee-centric posts provide a genuine depiction of working there. Visible representatives can recruit those who can see themselves joining a team like NerdWallet's.

Takeaways: LinkedIn allows marketers to use the platform differently from other social media channels. If none of your other social pages allow for work-related content. Consider using Company Pages to spotlight company culture, and Promote them using Follower Ads just like NerdWallet did. These Dynamic Ads will change based on audience interest, so your transparent, company-related content will reach potential talent and followers.

2. ESCP Europe's Spotlight Ads

The World's First Business School, ESCP Europe , wanted to generate applicants for their Masters Degree in European Business in addition to building a global leads pipeline. They used Spotlight Ads, like the one below, to engage prospective students:

Spotlight Ads offer valuable content with which to target audiences. This ad, giving scholarship information, is perfect for gaining leads from a landing page. ESCP used LinkedIn Spotlight Ads because they’re a great platform for reaching higher education students.

"Precise profile targeting has led to quality results, which have converted in record time," says Rachel Maguer , the Director of Marketing and business Development at ESCP Europe. The company wanted to see a conversation rate of one completed application per 100 leads, in addition to generating at least 250 high-quality leads for their degree program.

Results: So, did ESCP make the grade? As a result of this campaign, ESCP Europe saw over two million impressions from potential students. Additionally, the ads led to a conversion rate of almost 14% — almost twice as much as the intended goal.

In total, ESCP generated 40 more leads over goal and found three countries that topped their qualified leads, solidifying the plan for a global lead pipeline.

Takeaways: Staying customer-focused with ads helped ESCP Europe secure almost 300 applicants. Ads showed images of current students enjoying the beautiful campus. Spotlight Ads accrued the leads, and ESCP Europe nurtured them through to conversion with follow-up calls and interview next steps.

Use Spotlight Ads to identify quality leads in global markets, and nurture them by providing valuable content to audiences in a Dynamic Ad format.

3. Snagajob's Job Ads

Snagajob , formerly known as Snag, is a source for finding hourly work. Because the platform is for job discovery, it's not hard to guess that when opportunities open, Snagajob's team wants people to know. To help, the company turned to LinkedIn for lead generation and ads to capture the attention of their target audience.

The company's ideal customers — business owners and managers — are on LinkedIn. The Job and Video Ads showcased Snagajob's deep understanding of customer behavior: that decision makers often don't have enough time. As a result, ads are short, explain the service's value, and are visually stunning:

Results: Snagajob's marketers had a hunch that Job and Video Ads would be successful for compelling busy professionals, and they were correct. Their campaign saw an 84% rise in converted leads. They earned more applicants and gained quality leads, all while lowering their cost of ad spend.

Takeaways: When targeted Ads are used in a calculated way, like Snagajob's, they're not a waste in ad spend. Additionally, Job Ads let people outside of a member's network know that companies in their industry are hiring.

4. Noodle's Content Ads

Noodle.ai provides artificial intelligence services to businesses, helping them become more efficient. To build brand awareness, Noodle.ai's marketers decided to use Content Ads to connect with their target audience of C-level executives.

In 2018, Noodle used LinkedIn's ad tools to solidify a lead pipeline. Content Ads, which promote downloadable content that automatically generate leads, were an excellent method to reach supply chain executives.

The Content Ad above promotes an ebook about supply chain management. Noodle.ai's team found that their target audience responds to content that helps executives understand their expertise.

Results: Noodle.ai saw three times better ROI than other marketing methods. In addition, CTR soared to up to three times higher on Noodle.ai's paid content and obtained 40% of qualified leads from the channel overall.

Takeaways: LinkedIn has now become a prime tool for identifying Noodle.ai's leads. By using Content Ads, Noodle.ai's marketing strategy is now a refined, reliable process for team cohesion.

Use Content Ads as a scalable marketing choice — as Noodle.ai grows, their marketing efforts with LinkedIn can grow as well. Remember, Content Ads are only available by contacting a LinkedIn representative .

LinkedIn Sponsored Ads Case Studies

Sponsored Ads appear in the news feed of LinkedIn members. They blend into feeds, but are notated by a supporting headline. Sponsored content includes single image ads, video ads, and carousel ads. Let's look at examples of each.

5. Kate Spade New York's Single Image Ads

Before 2019, designer brand Kate Spade New York (KSNY) never had ad campaigns on LinkedIn.

It wasn't until the company's team identified customers for their smartwatch on the platform that LinkedIn was considered for advertising. Krista Neuhas , senior director of global digital marketing for KSNY, says, "It’s important to us that the message we are sharing with consumers fits on the platform we are using."

Initially, the goal of the campaign was to drive traffic. The team decided to run a single image ad that featured actress Busy Philipps wearing the watch. The supporting copy tells the busy working woman that the new watch does everything they need:

The single image ad was used to spread brand awareness and showcase the new launch. It was part of a strategy that aimed to reach the right type of professional with the right messaging, and a simple image did the trick. Let's see how the ad campaign went for KSNY.

Results: The Busy Philipps ad made impressions with 143,000 audience members. It also earned a 2.44% engagement rate and 1.78% CTR. Total engagement numbers reached 5,000. Kate Spade New York hit a home run with their smartwatch ad — In fact, out of four platforms used for the campaign, LinkedIn members produced the highest CTR.

Takeaways: B2C content has a place on LinkedIn . Most audiences are part of the professional landscape in some way, so engaging them on LinkedIn can be useful. Start with a single brand awareness ad, like KSNY, to gauge engagement.

Ultimately though, remember that if framing marketing in the right context, like the smartwatch and its copy, the right customers can be reached.

6. Corporate Visions' Carousel Ads

If you've seen Carousel Ads on other platforms, they're similar on LinkedIn. These Ads allow for multiple images to appear in the same post. Carousel Ads are great for lead generation because target customers see multiple iterations of offerings which helps to pique their interest.

B2B training company Corporate Visions had a large audience on LinkedIn. Their ideal customer is a decision-maker in customer service, sales, or marketing. Even so, the leads they were earning weren’t qualified, and they quickly identified they had a content problem.

To make content their audience would enjoy, Corporate Visions' marketing team used LinkedIn's targeting tools to research their target market's demographics. They identified previous ads that performed well and produced the most high-quality leads: carousels.

With this information, the team moved forward with a carousel campaign. Carousel Ads from Corporate Visions give quick, actionable tips to their audience about the B2B industry, like this one below.

This campaign was optimized with LinkedIn's Conversion Tracker . This function tracks audience behavior and allows small changes to be made. Advertisers on LinkedIn can target members based on job title, seniority, and company size, so Corporate Visions was able to get very specific with who was seeing their ad.

Results: Corporate Visions saw a doubled increase in ROI after optimizing their Ads and reaching the right customers. The company has also seen a 116% increase in qualified leads year-over-year, making the new carousel strategy a success.

Takeaways: Companies could be leveraging LinkedIn Ads but not optimizing them or tracking conversions. When Corporate Visions learned about customer behavior on LinkedIn, they were able to identify how to earn the most leads with the platform. Look at campaign performance and study the reactions of your audience — is there a way to better reach them?

7. Automation Anywhere's Video Ads

Automation Anywhere builds software bots that do repetitive tasks so humans can spend time in other places. When the time came to advertise the biggest launch in the history of their company, Automation Anywhere sought to use LinkedIn's live broadcasting feature to announce their product.

The goal for the campaign was to build the most awareness possible. Automation Anywhere's Company Page had over 100,000 followers and an active community, so they posted a teaser to test video ROI. Two minutes later, the video had over 300 comments . Their marketers knew they'd made a great choice.

Automation Anywhere's official LinkedIn Live broadcast included repurposed content, drawing clips from previous videos to attract leads. But how did the broadcast perform?

Results: When the broadcast went live, the response was almost immediate. Within a few minutes, they had 400 comments from interested viewers. At the end of the broadcast, there were one thousand.

Though the product launch announcement ran across multiple platforms, 78% of viewers came from LinkedIn Live.

The team at Automation Anywhere engaged with their community and had meaningful conversations about the product. Having a team of product marketers talk to followers was big for building customer relationships and providing valuable messaging.

Takeaways: Consider hosting a broadcast similar to Automation Anywhere’s. Maybe there's no launch coming up, but consider producing a live Q&A or webinar. Automation Anywhere's team was blown away by the response from their community with a video; Maybe yours will be just as active.

LinkedIn Text and Message Ads

LinkedIn Text Ads show up in the right module of the main feed and give members a bolded CTA as a headline and a supporting sentence. They're easy to create, pick a target audience, and track leads.

Message Ads are a bit different — they're sent to a LinkedIn member's inbox. This gives advertisers the ability to communicate directly with leads, without a character limit. There are also tools to beef up a message's impact, like adding a form into the message.

Instead of a busy email inbox, LinkedIn Messages are less cluttered, leaving messages more room to be seen. And with the Conversion Tracker, keep track of who's engaging with and converting from your Ads.

8. Design Pickle's Text Ads

Let's see how graphic design company, Design Pickle , earned over $1 million in revenue with Text Ads. The company is a subscription service, but instead of food or makeup, customers are set up with professional graphic designers.

As part of a small business that aimed to increase plan subscriptions, Design Pickle's marketers had to keep their strategy cost-effective. The team decided to use Message Ads to retarget website visitors.

LinkedIn's tools identified a target audience closely matching the company's persona, so the marketers were able to personalize ads for a specific, ideal market.

The emphasis on targeting proved to be effective. Message Ads addressed company stakeholders making buying decisions. Copy like, "Save $37,000 On Design" is eye-catching and grabs a user's attention.

So, did the low-key ads bring high-yield results for Design Pickle?

Results: This campaign led to 463 new signups, 64 of them for premium subscription plans, leading to an estimated $1.8 million in revenue . As for cost effectiveness, LinkedIn provided the lowest average cost per signup by 19% when looking at the campaign across platforms.

Takeaways: Sometimes, it doesn't take a big, flashy ad to make an impact. Design Pickle is a graphic design company and earned over a million dollars with two-sentence ads. When audience targeting and retargeting happens on LinkedIn, companies can reach a large audience and re-engage leads.

9. VistaVu Solutions' Message Ads

VistaVu Solutions is a B2B company that was struggling with brand awareness. We've seen how LinkedIn's unique audience targeting tools impacts visibility for companies, so let's see if that rings true for this company.

In addition to boosting brand awareness, VistaVu's marketers aimed to generate leads and increase brand credibility with compelling Ads. VistaVu's team chose LinkedIn because their niche audience — oilfield industry leaders — was active on the platform.

To make their brand stand out from the competition, VistaVu's marketing managers decided to use Message Ads to amplify their unique company and its value. To make sure the team was targeting the right audience within the oilfield industry, LinkedIn's tools filtered audiences to make that happen.

The message itself was an ebook offer, and included a CTA with a download link. Because there's no character limit, the body text was able to properly introduce the company, its area of expertise, and the ebook.

Results: As a result of the messages campaign, VistaVu earned a 23.8% conversion rate , and cut ad spend by 75%. Using LinkedIn as opposed to other platforms earned the company five times more generated leads and led to twice as many conversions.

Takeaways: LinkedIn as an advertising platform doesn't limit efforts to just main feeds. Building brand awareness by using Message Ads allows for ample text to introduce a company to prospects.

Case studies can be extremely helpful for a real-life example of strategies you've never tried. You can visualize how a campaign looks and the tools to help you get there.

Be sure to pick a case study that's recent and comes with both qualitative and quantitative data. When it comes to ads, numbers and percentages are important, but so are strategy details. Recent studies will give you the most accurate numbers and processes for advertising.

If I want a relevant case study about social media, I start with the website itself. Every social media platform I've used has a section for case studies. For those that don't, I look at other articles, like this one about Facebook case studies .

Now that you know how to pick out a case study, and what a LinkedIn Ad strategy can look like, maybe for your next LinkedIn campaign, you can conduct your own case study. Try it, and see what you learn.

Don't forget to share this post!

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141+ Best Linkedin Ad Examples in 2024

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Not sure what ads to run on Linkedin? Check out these 141 inspiring ad examples. 

As you go through this article, you will: 

• Get a clear overview of what’s working on Linkedin
• Acquire new ideas for your Linkedin ads
• See killer creatives and copies from top brands

This is the fastest way to learn about the best practices for Linkedin ads – By looking at top performing Linkedin ads. 

Related: How to run a Linkedin Ads in 2023 – A Definitive Guide to Advertising on Linkedin

How to see your competitor ads

Before we dive into main course of juicy ads, i have to share this other little-known hack. In an effort to create more ad transparency, you are able to see what ads your competitors are running via the Ad Tab. 

Out of every 5 B2B marketers I speak to, only 1 of them know about this (estimated). So if you read and remember this, you’re already smarter than 80% of all B2B marketers.

While pulling these top performing ads, i noticed that most of the ads have these in common.

• Their intro text and headlines are usually short and concise
• The offer is very clear. People know exactly what action they need to take and what they will get after the click
• Most of the ads contain action verbs. For example: Download, Read, See, Build, Choose, Accept, Drive traffic etc. 
• Use questions or quotes in your ads. 
• Focus on the audience. Use words like “You”
• Put an interesting fact or statistic
• Position your offer as educational and helpful. Advice and insights works well on Linkedin as most users are on Linkedin to learn
• Calling out your audience clearly in the ad. 

See the latest tried-and-tested linkedin marketing strategies.

Linkedin ad example 162 – salesforce.

What stands out in this ad?

A great awareness play to Salesforce. Each card featured a value proposition. You can clearly see the salesforce branding colors and logo from a mile away. Simple straightforward ad that looks vibrant and not the typical “boring” creative. It’s no wonder there’s so much engagement on this post.

Linekdin ad example 161 – FI

Who says marketing on Linkedin needs to be serious and all buttoned up. Who says Linkedin is only for B2B companies. Here’s a perfect example of how you can keep it fun while communicating your value proposition clearly. They know their target audience are professionals who cares about growing their money. I like how they’re asking a question to their target audience too.

Linkedin ad example 160 – Gong

The next few ads are going to be about Gong’s lead generation ads. It’s amazing. They use a simple lead gen form with less than 4 form fields which totally reduces friction to download. You’ll notice also that they’re testing out 1×1 square images which looks great on mobile. The message is clear. They also call-out their audience and the value they will receive if they download is clear. It’s not just “Download the eBook”. It’s more than that. You’ll learn 5 High-impact coaching techniques. That’s how you sell the value!

Linkedin ad example 159 – Gong

From the previous ad to this, who’s their target audience? Exactly, it’s sales people. They avoid B2B gibberish corporate talk that nobody understands. They avoid jargons and explain the benefits real clearly. And did i see “Cheat Sheet”? Who wouldn’t want that. The biggest thing i like here is how this offer will become immediately useful and applicable to me if I’m a salesperson. What value can you offer that will make a quick impact on your prospects? Cheat Sheets and templates tend to work well. It’s not difficult to produce either.

Linkedin ad example 158 – Gong

Other than the similar best practices mentioned in the past 2 Gong Lead Gen examples, this one stands out because of how data-driven it is. The intro text is so enticing and specific about the benefits of downloading this book. Placing data points and numbers makes this offer even more lucrative.

Original data and research is not something others can copy, which is what makes this offer so special and desirable.

It’s not another Forrester or Gartner third-party report that everyone is buying and promoting. Yikes, of course, members won’t engage with regurgitated unoriginal content that you buy off the shelf from 3rd parties, but this one from Gong is a classic hit. They’re killing it.

Linkedin ad example 157 – Salesforce

A great example of value exchange. It’s clear what you’ll be getting from this eBook guide. I like how relevant the message is too as they tie it back to “post-covid” status.

Linkedin ad example 156 – Shopify

Checklist! Very similar to the earlier Gong examples. The value exchange is clear and benefits are immediate. If you’re overwhelmed with running an e-commerce business, wouldn’t this resonate with you? Love the action words they’re using on each card too.

Linkedin ad example 155 – GoDaddy

Godaddy shows us that It doesn’t always have to be about Products and services. Showcasing inspiring stories of your customers generates good awareness. Arguably, keeping your brand top of mind is more important than hard selling and cold calling. You can’t force people to buy. But you can inspire them and give them a reason to follow you, which will, in turn, lead them to believe and buy from you.

Linkedin ad example 154 – Linkedin

Who else to learn from than Linkedin themselves. I love how simple this ad is. Just pure text on the creative to explain the value. Clarity trumps creativity. Of course, strive for both if you can.

Linkedin ad example 153 – Amazon Web Services

The message is so clear and simple. “Save 45%”. That has intrigued me to find out what I’m going to save. That said, if this was a direct response lead generation campaign instead, then the message can be clearer. Because advertisers only pay when the lead generation form is open , so being clearer upfront is more important for that objective

Linkedin ad example 152 – Paypal for Business

This one really surprised me. I would imagine that text on ad would perform better but Paypal has shown that a single relevant image without copy on it can be just as effective. Stories still work so well. It helps to humanize the brand.

Linkedin ad example 151 – Google

While we’re on the topic of using customer stories and case studies, here’s one by Google. They’re showcasing a hero story with so much empathy. Having a loveable elderly in the image also drums up the emotion of the struggle she went through. Showcasing company stories also works well as seen in these examples.

Linkedin ad example 150 – Gong

Statistics and graphs are a natural fit for a professional network like Linkedin. Gong plays this aesthetics to their advantage. They still manage to keep their message concise and clear. Without a doubt, you know you’re going to learn about sales win rates.

Linkedin ad example 149 – APC by Schneider Electric

This ad isn’t the typical thumb-stopping ad. But what they do really well is to call out their audience. You can see it in their copy when they say “Channel Community”. Then they use carousel cards to reinforce what they can provide their channel partners with. Look at that amount of love and support engagements.

Linkedin ad example 148 – Advance AI

Clear call-out by geography. This is especially useful if the content and the ad targeting is focused on a region/country. The more specific you’re able to call-out your audience, the better it will resonate. The call-to action is also clear.

Linkedin ad example 147 – Magzster

Succint introduction to the brand. I like how the colour stands out and the use of numbers is great. Corporate gifting is also a great fit for a professional platform like Linkedin.

Libnkedin Ad Example 146 – Global Web Index

A shirtless man with red shades and spandex is definitely going to catch attention. Especially on a feed like Linkedin where there’s tons of “serious” corporate posts. This is still highly relevant as they share their report on beer brands. I love how they call out specific brands in their report and even gave specific numbers to entice viewers to find out more. Original data & research wins

Linkedin ad example 145 – Global Web Index

The same theme as before. The value you get from downloading is clear. I love how this brand focuses on original research and data. Or at least they are sharing their own point of view.

Linkedin ad example 144 – Global Web Index

Clients always want leads even before creating awareness. Is it possible? Global Web Index shows us it is possible although no ideal. And how they cut the lead generation process is through thought leadership. This is true thought leadership where they share their own insights, research and data. Their point of view and their ultimate guide that no one else has. Not third party syndicated content that everyone has.

Linkedin Ad Example 143 – Global Web Index

I promise will be the last GWI ad for today. Just look at how simple and brand consistent all of the above ads were. Clear call to action and clear value in all the offer. They approach ads with thought leadership and education, instead of pushing products. I love how they focus on being the trusted voice first.

Linkedin ad example 1 – Nielsen 

Clear value through a guide. The offer is enticing. Who wouldn’t want to know how to beat their competitors? I’m sure any smart professional would want to know what their competitors don’t. 

Linkedin ad example 2 – McClean & Company

What stands-out in this ad?

The creative itself show a snapshot of what they can read about. Entices audiences to want to learn more. At the same time, they also do a good job calling out their audience. It’s clear they are targeting HR professionals. 

Linkedin ad example 3 – Salesforce

Using specific statistics and numbers usually grabs someone’s attention. Using the date “2020” also shows that this ad is most updated. CTA like “Get The Report” is clear. 

Linkedin ad example 4 – Salesforce

You can call out your audience by industry as well, not just job functions and titles. In this case, the call-out is the Healthcare industry. Did you notice a rather similar theme between both salesforce ads? This is brand consistency at it’s best. 

Linkedin ad example 5 – Microsoft

Engaging video that relates to professionals trying to take their skills to “new heights” (Pun intended). Video is short, concise and the offer is clear – Taking your cloud skills to the next level. 

Linkedin ad example 6 – Microsoft

SUPERB call-out of audiences. It’s clear this is for Australian businesses. The offer is also clear, which is a free trial to microsoft dynamics 365. The benefits are clear too where they can save time and money. What also stands-out is how they use each carousel card to feature a customer stories. This is a 5-star ad. Awesome!

Linkedin ad example 7 – WeWork

Call out of audience is clear. A snapshot of the WeWork experience is captured in the creative. 

Linkedin ad example 8 – WeWork

The office locations are obvious. If you were looking at a similar area for an office, that’s going to capture your attention. Clear CTA – “Book a personalised tour today”.

Linkedin ad example 9 – WeWork

Using the carousel cards to showcase different areas of the beautiful office is smart. If you have a product/service, you can break them up that way. Allow your audience to be immersed in your product/brand. 

Linkedin ad example 10 – Workday

Workday started with a provoking question. Then they provided the answer, but not just any answer. They provided a socially validated answer (By 500 leading CFOs). The headline is clear what audience will get, which is the CFO sentiment study.

Linkedin ad example 11 – Confluent

Good audience call-out. Anyone who isn’t interested in Apache Kafka is not going to click this and waste their money. The creative also makes it clear that it’s an eBook. However, i would test a shorter intro text to avoid mobile truncation. 

Linkedin ad example 12 – Gartner

When i first saw this ad, i thought it was going to suck because the fonts on the creative is so small. But i was wrong. They called out their audience well and fed a quick-win offer (1-page templates). Perhaps making the creative small increases the curiosity of their audience. This is definitely a high-risk ad but something you can test. Reduce the size of your creative if it contains technical knowledge or flowcharts. 

Linkedin ad example 13 – MBAF

Trends and concerns of Miami’s executives? If you’re in Miami and you’re an executive yourself, i’m pretty sure you’re going to be interested. Great use of carousel ads to showcase an interesting stat in each card. 

Linkedin ad example 14 – DOMO

This ad follows the holiday season and satisfies their audience’s curiosity. If you’re in retail, projections and predictions in the retail industry would be of interest. The ad also contains a challenger message. A question was asked to challenge the audience’s knowledge. 

Linkedin ad example 15 – Simplilearn

I love the way they called out the country and shared the potential gains from their product. They dropped an interesting statistic as well. The creative also breaks down what the course contains. Take note that Linkedin does not have a text limit on the creatives as Facebook does. 

Linkedin ad example 16 – Rensselaer Polytechnic Institute

They showcased the outcome of their course. The game-changing result of going through a Rensselaer program. They did it in video format as well which stands out if your competitors are rarely doing it. 

Linkedin ad example 17 – Smith School of Business at Queen’s University

Benefits are clear. Love how they clearly state how long their program is. Although the intro text is more of a “feature”, they have clearly painted the “benefits” in the creative itself. 

Linkedin ad example 18 – Citrix

Great engagement ad. Brings out the human side of the brand. It doesn’t have to be serious all the time. Emotions like humour plays an important role in B2B marketing too. 

Linkedin ad example 19 – Glassdoor for employers

Image is unusual which catches attention. Their use of emoji is also not common on Linkedin which makes the ad stands-out more. The headline is clear about what the offer is – Which is a Recruiter’s guide. 

Linkedin ad example 20 – Outreach

Good call out of audiences. It’s obvious that they are targeting sales professionals. Any ads that directly helps companies make more money usually works well. 

Linkedin ad example 21 – Aha! 

This is a great awareness piece. Sometimes it’s not just about lead generation. Smart marketers usually warm up their audiences with valuable ungated content. The call-out of audience is also obvious in the headline. The creative could be more customised though. More testing is needed on the creatives. 

Linkedin ad example 22 – Ivey Business School at Western University

Interesting use of tagging. The article is also a third-party content which gives them more credibility. Using a human image also stands-out. This works great as an awareness piece but would probably under-perform for lead generation

Linkedin ad example 23 – Qualtrics

Massive value here! They’re giving away templates that can immediately be plugged and played into employee experience teams. Qualtrics makes it very easy for audiences to find value. 

Linkedin ad example 24 – Airbnb for Business

Great ad that speaks to travelling employees. They could have created a more branded image. Just by looking at the image/creative, audiences must be able to tell that it’s an Airbnb ad. 

Linkedin ad example 25 – American Military University

Linkedin ad example 26 – taking the gre.

Using Asian faces for Asian countries helps. This would probably do well as an awareness/consideration piece and not for lead generation

Linkedin ad example 27 – Fonolo

Thought leadership. This is a great piece to show that they to solve the customer’s pain points. The call to action is clear in the intro text but could have added another in the headline or creative itself. They also used industry terms like “SLA” so only audiences who understands this would click on the ad. 

Linkedin ad example 28 – Qualtrics

Using “How to” presents a very actionable resource. The audience is also obvious. There’s a pinch of FOMO in the ad where they mention that CX leaders have “one thing in common”. If you’re a CX leader, you would want to know whether you have that X factor too or whether you’re missing out. Notice how all of Qualtrics’s ads also look rather similar. Great brand consistency. 

Linkedin ad example 29 – Gong.io

Absolutely love how Gong.io uses popular culture to relate that to their customers’ struggles. This is the scene where Jon Snow dies and Gong.io ties it back to a “sales slump”. Definitely an ad that stands out. This would make a great awareness piece and to show their thought leadership. 

Linkedin ad example 30 – Gong.io

I’m going on a rampage with Gong.io ads. Look at this phenomenal piece. If you’re a sales person, wouldn’t you want to know what sales tactics the top 15 CROs are using? They were also very specific in the number of CROs. Specificity increases likelihood of capturing attention. There are brands logos in the ad as well to show where some of the CROs are from. This builds up massive curiosity about what the CROs of growing brands are saying about sales. 

Linkedin ad example 31 – Gong.io

My bet is that this is an a/b test of creatives between the #26 and #27 ad. It’s the exact same offer but this time they focus on one CRO as social proof. They also used the word “Free”. Although that’s overused in direct-response marketing, it still works. An all-rounded great lead generation piece. 

Linkedin ad example 32 – Gong.io

Another great awareness piece by Gong.io. They started with something provoking and built curiosity about what the new best practices are. If you want to be left behind with outdated sales practices, you’re probably going to click on this. 

Linkedin ad example 33 – Tableau

The bright colours and text only ad makes this unique. Remember that Linkedin does not have a text limit on creatives like Facebook does. If you’re a marketer with partnerships with other companies, ads like this would be best for you. Although the call to action is clear with “get the whitepaper” they could have done better by saying what’s in the whitepaper. Is it a tutorial? Is it a set-up guide? Overall, this is still brilliant. 

Linkedin ad example 34 – NetBrain

Illustrations, graphs and flowcharts does extremely well on Linkedin due to it’s informational environment. This ad by NetBrain brings in humour and illustration at the same time. The creative is self-explanatory and reflects the mindset of their audience. 

Linkedin ad example 35 – NetBrain

NetBrain takes it up one level to show the “before and after” through a well designed illustration. A very clear story of the daily struggles of their audiences and what overcoming it looks like. 

Linkedin ad example 36 – TMI – Wharton Programs

The shout-out to their audience is extremely clear here. I love the way they phrase this ad. They make it seem like this program is for HR leaders who wants to be part of the “elites”. Who wouldn’t want to be part of that tribe? Call to action is also clear in the creative. 

Linkedin ad example 37 – Pendo

The horribly designed creatives stood out. It’s unrefined that it just stops you. However, as you read, you realise that there is a ton of value here. It’s original research data about product managers. They used the carousel card to showcase what’s in the report to build curiosity. Look at the level of engagement in the Likes and Comments section. Pendo was not afraid to provoke and spark discussions. 

Linkedin ad example 38 – Insidesales.com

Wow, they analysed 18 million emails and consolidated 6 key findings for sales people! That’s a ton of data point that most sales individuals do not have. Insidesales.com was direct on what the offer was, what the outcome was and what they wanted their audience to do with the ad. The image is also authentic showing a salesperson at work (This is based on my own interpretation).

Linkedin ad example 39 – Duke University

The headline stood out for me. Nobody wants to be taken advantage of. So i can imagine most would stop to read the intro text after or click-through to find out more. 

Linkedin ad example 40 – Think with Google

Great use of the carousel cards. Each card specified a benefit. The intro text also mentioned what they’re going to get after the click. Insights from APAC’s most-read youtube articles? Count me in! 🙂 

Linkedin ad example 41 – Think with Google

Google has tons of data and they use these insights to their advantage. They added value and insights to their audience through a report. This establishes them as the thought leader and go-to service/product. Think with Google featured each unique insight on a carousel cards which is examplerary. 

Linkedin ad example 42 – On24

Trends works well on Linkedin. People come to Linkedin to learn where the industry is going, what their peers are up to and how they can improve themselves. So this ON24 ad is sure to stand-out if you were interested in Webinars. Most professionals use benchmarking as a point of reference to make various business decisions. So it’s no surprise this report was a hit. 

Linkedin ad example 43 – On24

This is industry Personlisation at it’s best. They call-out the industry and also name-dropped a big brand for social proof. 

Linkedin ad example 44 – On24

Great ad that compiles their unique insights into Webinars that worked! Linkedin users want to know what’s working and replicate similar successes to themselves. It’s the exact same reason why you’re attracted to this article. 

Linkedin ad example 45 – Atlassian 

Customer stories that brings out the emotion and social proof always works. It shows what Atlassian provides and the positive outcome they could bring. 

Linkedin ad example 46 – Atlassian 

Lots of action words in the intro text. Try it free is the icing on the cake. 

Linkedin ad example 47 – Quip

This is a great example to tie in your offline marketing with your online efforts. In this example, Quip launches an ad to get prospects to reserve a spot at their Dreamforce event. 

Linkedin ad example 48 – Quip

The creative is well designed and has a strong call to action. 

Linkedin ad example 49 – AT&T

Humour is one of the most effective ways to leave a lasting impression on your brand. In this ad, AT&T does an engaging funny video while building awareness to their fiber network. It’s interesting to see how Linkedin is evolving beyond B2B and into B2C. 

Linkedin ad example 50 – Marketo

The colour somehow seems so magnetic. The creative brings out the offer really well. This kind of thought leadership and educating content fits well in Linkedin where users are there to learn from brands/experts. Who do you think they will think about when they’re looking to purchase a Marketing attribution software? Most likely the brand that added the most value to them, which in this case is Marketo. The one thing i would change is shortening the headline. 

Linkedin ad example 51 – Marketo

Marketo does these thought leadership pieces really well. It hits on marketing professional’s aspiration to be “data-driven”. 

Linkedin ad example 52 – Marketo

This made it to the list because of the personalization to Australia and New Zealand. Linkedin is especially a great place to promote pieces that talks about trends in skills/tech. It’s a sure-hit topic. 

Linkedin ad example 53 – LandBot.io

LandBot does well in connecting their offer to a festive season/event. This is a straight forward to-your-face offer. 

Linkedin ad example 54 – LandBot.io

This 2nd variation from LandBot shows a snapshot of how their product works. The text on the creative is also clear what audiences can expect when they click through. If you’re someone who wants to try a WhatsApp bot, this is for you. They even mention how easy it is for you to try it now. 

Linkedin ad example 55- QualComm

This is one of my favourite! They showcase the impact of their technology through tangible products. What most important here is that they’re using a 1:1 video which looks absolutely huge on the Linkedin newsfeed. Not enough advertisers are using 1:1 videos. Your ad will stand-out if you do. 

Linkedin ad example 56 – Fonolo

Smart ad by Fonolo that ties in their expertise with various important dates. There is some sense of urgency in this offer as you need to prepare for the upcoming events like Black friday. The 2 call to action is clear what Fonolo wants their audience to do. 

Linkedin ad example 57 – Sensera Systems

A very unique offer. Most ads on Linkedin are not creative. The “art” in marketing is underappreciated as most marketers just focus on short-term goals like direct-response cheesey ads. I would exclude the hashtags as it might distract audience from taking the one action Sensera wants which is the sign-up. 

Linkedin ad example 58 – Sensera Systems

People are attracted to stories. Showcasing your customer’s story is a smart move on Linkedin. This builds up awareness and trust in your brand. 

Linkedin ad example 59 – Robin

Isometric designs are the cool thing these days. Other than design, they asked a question that helps qualify their audience. This helps ensure that they get higher quality audience clicking and not random users (of course ad targeting plays a part too). It’s clear what this guide can help you with. 

Linkedin ad example 60 – Robin

Stellar use of Humour. Linkedin doesn’t have to be serious all the time. If you can relate to your audience’s pain points in humourous ways, you should do it. Making this ad into a video gets extra points! 

Linkedin ad example 61- Adobe Creative Cloud

Look at that background gradient colour. That pinkish purple gradients will really pop and capture attention on Linkedin. Did you notice how they name-drop top brands? Association and brand validation is a big thing on Linkedin and you should do it too. See how they place the logos on the ad creative. The only thing i might change is to create larger sized logos. 

Linkedin ad example 62 – Adobe Creative Cloud

Boom! Using a quote of your audience pain point is always going to be a hit. The intro text also clarified the audience that this quote came from – Creative directors. If you’re a creative director, this is going to hit you in the gut. 

Linkedin ad example 63 – Dataminr

A good direct-response ad. They call out their audiences within the creative itself and the headline states exactly what they will get if they submitted their info. 

Linkedin ad example 64 – Dataminr

I love how they showed brand validation in the headline by stating that Fortune 100 companies use them. This makes a great awareness ad to introduce what Dataminr is solving for. But i wouldn’t use this as a lead generation ad because there isn’t enough value to your audience to “sign-up” yet (Well, not unless this is a retargeting ad to warm audiences). 

Linkedin ad example 65 – Dataminr

The bomb in the image will definitely stop the right audience from scrolling. This makes for a good brand awareness ad and not so much for lead generation though. 

Linkedin ad example 66 – Amazon Web Services (AWS)

Sometimes, you just need to straight out introduce what you do as a brand. In this ad, amazon does it very well and even has specific ROI claims. 

Linkedin ad example 67 – Amazon Web Services (AWS)

This ad started off with a question which is great. They continued by showcasing all the free offers and services for their audience. Tons of value in the ad that is worth engaging in. 

Linkedin ad example 68 – Zendesk

Each carousel ad featured an insight. The intro text called out the country as well. Specificity gets more attention and engagement. 

Linkedin ad example 69 – Zendesk

The headline and copy in the creative is compelling. It speaks calls-out CX pros in Australia very clearly with a good offer. CTA button on the creative also helps. 

Linkedin ad example 70 – Linkedin Marketing Solutions

The smiling human imagery draws attention. The creative design is also great. Big fonts with statistics separately on the right side makes the image pop. 

Linkedin ad example 71 – Linkedin

Asking a question at the start draws the audience in. The copy on the creative is nicely placed on the left making the entire image pop. 

Linkedin ad example 72 – Linkedin 

Using a video to tell a story works. Who says B2B marketing is boring and emotionless. Zooming in on a single person, customer, user to tell their story is convincing. 

Linkedin ad example 73 – Linkedin 

Straight up offer that would be amazing for retargeting. The value proposition and benefit is clear: Get hired. 

Linkedin ad example 74 – Deskera 

If you have an offer that relates to grants, time-sensitivity and government regulations, make it clear. The ad above shows how Deskera’s technology can be claimed with a grant. I would reduce the length of the intro text to prevent mobile truncation. 

Linkedin ad example 75 – VWO

The pink background and isometric design is unique. I like how they stated the number of brands who are working with them. Strong social proof. This would have either been a good awareness play or a retargeting play. If this was a lead gen play, it would have been costly as the offer wasn’t strong. It’s very product related with no clear “what’s in it for the user” message. 

Linkedin ad example 76 – VWO

VWO ads are visually appealing. This version is better than the previous one. At least there is an offer which is the 30-day free trial. There always need to be a value exchange in the ads. What’s in it for the user if they were to commit and try?

Linkedin ad example 77 – Tokopedia

Linkedin users are on the platform to learn new skills and trends from brands/experts. This offer from Tokopedia about skills upgrading is a natural fit. Since they’re on of the biggest tech brand in Indonesia, that makes this offer even more compelling. 

Linkedin ad example 78 – Optimizely

There’s so many amazing practices here. The intro text is short, to the point and all about benefits. It’s a strong statement of benefits. Their headline and creative makes it clear what users are going to get if they click on “Download” 

Linkedin ad example 79 – Optimizely

I love how they use a rather similar template throughout their ads and just change the background colour to make it unique. Alot of namedropping all over the ad. You’ll notice big brands in the intro text and even in the headline. 

Linkedin ad example 80 – Optimizely

Intro text could be shorter but this is overall still an amazing ad. The creative’s copy is absolutely clear with quantifiable results/numbers. 

Linkedin ad example 81 – Optimizely

Users love to read case studies, examples and learn from other’s experiences. Which is why you’re reading this long blog post of Linkedin ad examples right? The only thing i would change is testing a shorter intro text. There were a couple of namedrops but they were located at the end and might be truncated off on mobile. 

Linkedin ad example 82 – App Annie

This. Is. Kick-ass. When i saw this thumb-stopping ad, i literally had to pause and see if i recognized the logos here. This sparks so much curiosity especially if you’re interested in what Gen Z is engaging in. No-brainer to download this report. Intro text is also too long for this though. 

Linkedin ad example 83 – App Annie

Similar idea to the previous ad but this time they were targeting a different persona – Gen Z’s top Entertainment apps. 

Linkedin ad example 84 – INSEAD

What What stands-out in this ad?

I like that the information is complete on this ad. There’s an event date and the session’s aim. 

Linkedin ad example 85 – Spencer Stuart

Who doesn’t love an original research with fresh insights. What’s great is how specific they are about the ad. They even stated how many CEOs they had to interview to get this data. Notice anything else? They worked with HBR on this which makes it even more credible. 

Linkedin ad example 86 – Center for Creative Leadership

Linkedin users tend to love graphs. If you showed this on Facebook, many are just going to scroll past because they’re not in the mindset to learn. People go to facebook to waste time and catch-up with friends. That’s why this works well. It educates a user and helps them in their career. 

Linkedin ad example 87 – Backbase

Graphs, trends and statistics. If you have a compelling data point, bring it up front in your copy and creative. This buyer’s guide by Backbase totally nailed it. Audiences who are interested in these are going to want to know which are the top platforms. 

Linkedin ad example 88 – Globoforce

They’ve got faces and big names on the creatives and a killer FOMO headline. The intro text is slightly too long but the copy is great! It tells us a little about what to expect at the event. 

Linkedin ad example 89 – Department for Transport (GfT), United Kingdom

Killer ad by government. They’re using a 1:1 video ratio which will appear big on a Linkedin user’s mobile phone. The message in the video contains a sense of urgency and it calls out their audiences really well. 

Linkedin ad example 90 – PwC

Great start by asking a question to qualify their audience. The offer helps their audience become smarter and up-to-date, which is compelling enough for a click. 

Linkedin ad example 91 – PwC

PwC is clearly establishing itself as a thought leader. Similar to the previous ad, they aim to add value through knowledge and insights. Extra points to this ad for adding the “World Bank Group” logo which boosts the content’s credibility. 

Linkedin ad example 92 – Snack Nation

We love this ad so much! I bet it was initially designed for instagram but they repurposed it for Linkedin. They used a video to ask a question and provided 2 multiple-choice answers. However, the main offer which is a “FREE Snack Box”, should have been more obvious. Perhaps adding it into the headline other than the intro text will help. 

Linkedin ad example 93 – Snack Nation

Simple yet effective creative. Asking a question that provokes thought helps gain more attention. If the audience said “yes” in their minds, they would have clicked in. 

Linkedin ad example 94 – Snack Nation

Following a similar theme, they asked a question that is very relevant to their audience on Linkedin. Job function and job titles targeting is available on Linkedin. Also, the offer is also very clear. 

Linkedin ad example 95 – The Wall Street Journal

The gradient color just grabs your attention. The offer is also really clear on the copy. Did you notice how they called our audience in the intro text? They’re targeting the new-comers into the workforce. 

Linkedin ad example 96 – The Wall Street Journal

This follows a “breaking news” kind of format and feel. The specificity in the ad and the sneak peek on the creative is very compelling. The headline is also provoking. Who wouldn’t want to know how whether their companies are paying them fairly compared to others. 

Linkedin ad example 97 – The Wall Street Journal

Offer ties in with a theme and season. Perfect! 

Linkedin ad example 98 – The Wall Street Journal

“How to” practical articles works well on Linkedin. This ad is also very relevant to Linkedin users as most of them are professionals. Knowing whether their jobs are in danger is a big reason to engage with this content. 

Linkedin ad example 99 – McKindsy & Company

If it’s possible, tie in social causes or show your brand beliefs. McKinsey & Company touches on a very sensitive topic skillfully by providing updated insights. 

Linkedin ad example 100 – Corporate Finance Institute (CRI)

While this might seem technical to most audiences, this is actually effective. See how they call out their audience (financial analyst) in the intro text. The content is extremely useful for that audience and the creative is something that the audience can relate to. Ad creatives doesn’t have to be artistic all the time. 

Linkedin ad example 101 – Syfe

Syfe maximises the carousel cards to tell their brand story. The intro text also sparks huge curiosity. 

Linkedin ad example 102 – Syfe

Another ad variation from Syfe that dives into more specificity. Alot more statistics, graphs and projections in the carousel cards to build a compelling case for Syfe’s services. 

Linkedin ad example 103 – National Australia Bank

Simple and effective awareness ad. A great product launch ad. 

Linkedin ad example 104 – ELMO Cloud HR & Payroll

To be honest, this barely made the list. There’s just way too much text squeezed into the carousel cards and intro text. But they do have the core elements in them. They asked a question, they included statistics and also have an offer. If they could reduce the amount of information and focus on the most impactful ones, then this would have been a killer ad. 

Linkedin ad example 105 – Toyota Motor Corporation

Just an image will do when your product looks as stunning as that. 

Linkedin ad example 106 – BHP 

1:1 videos are killing it on Linkedin. This is another example. It’ll give an advertiser so much digital real estate . 

Linkedin ad example 107 – Singapore Tourism Board

Video works best if you have a strong story to tell. This is better as an awareness campaign. 

Linkedin ad example 108 – Singapore Tourism Board

A large number of Linkedin’s audiences are on the platform to learn new skills. This fits perfectly! Who would be better equipped to teach about tourism than the national tourism board themselves. 

Linkedin ad example 109 – Airbnb

This is an interesting angle. If you work with partners, you can feature them too! Use video especially if it’s a compelling story. Customer stories also works in this scenario. 

Linkedin ad example 110 – Slack

Starting off with a strong question is impactful. The headline is also to the point and clear. 

Linkedin ad example 111 – Slack

What makes this ad awesome is not just the useful buyer’s guide content. They managed to stir up and challenge the IT leader’s knowledge. If you’re an IT leader, you’d like to find out if you have covered all your bases. 

Linkedin ad example 112 – EY

Tools! We don’t see that enough on Linkedin. If you have a useful tool that helps your audience be better versions of themselves, use it! Most of the tools we see on Linkedin are not really useful or they might be used at the wrong stage of the buying journey. For example, we see tons of ROI calculators on Linkedin ads. Most audiences do not need an ROI calculator. Most likely, it will be the sales people themselves who calculate ROI for the client when they are ready. So most marketers are wasting tons of budget advertising their ROI calculators as an “awareness” piece. Don’t be that Marketer! 

Linkedin ad example 113 – EY

Got to love the quote there. Another excellent thought leadership piece that is truly helpful and not promotional. 

Linkedin ad example 114 – EY

See how 1:1 video does it’s magic here! Large video on Linkedin that brings your message alive. 

Linkedin ad example 115 – EY

Very strong call-out for their audience. If you’re an energy business leader in Australia, i bet you’ll resonate with this. 

Linkedin ad example 116 – EY

Check out how they turn the headline into a question. That’s great! Did you also notice how EY keeps their brand consistent throughout all the ads? Masterclass! 

Linkedin ad example 117 – IBM

Nicely done – As long as they are targeting the right audience. This would work best for audiences who are more ready to buy. But who knows, perhaps IBM has tons of budget and is able to splash this on awareness too (although i wouldn’t reccomend you do that). 

Linkedin ad example 118 – IBM

Thought leadership at it’s best. Guess what, this isn’t even their content. Great way to leverage third-party authority to boost your message. 

Linkedin ad example 119 – IBM

1:1 video with a strong message = great brand awareness campaign

Linkedin ad example 120 – Facebook for Business

Using a strong namedrop like Uber in the ad helps. The video goes on to show how Uber is using different Facebook ad formats to grow . It was a short infographic video with text. Short and sweet yet impactful message. 

Linkedin ad example 121 – Think with Google

Insightful statistics that are highly relevant to their audience. Good call-out of their audience by geography. Perfectly positioned thought leadership report. 

Linkedin ad example 122 – Qualtrics Malaysia

Contextualising their data and report to the relevant audience. There is a huge curiosity factor in this ad. Their intro text started with a rhetorical question that challenges their audience. The use of statistics across this ad is impeccable. Making “2020” prominent throughout shows that it’s the latest update. 

Linkedin ad example 123 – Qualtrics

For some companies, global targeting might make more sense. Qualtrics shows how it’s done in this example. Great call-out of the dates. The use of statistics makes it stand-out like an authoritative report. 

Linkedin ad example 124 – Blueprism

Very precise on what audiences are going to learn. They could try testing a different color as the blue is too close to Linkedin’s native blue color. “Business Leaders” in the intro text is also vague. Are they IT leaders? CEO? CMO? It needs to be as specific as possible. 

Linkedin ad example 125 – Splunk

This would make a great remarketing ad. If an audience is already aware of their problems and seeking solutions, then this market guide would be extremely valuable. Aligning themselves to Gartner also builds credibility for their brand. Borrow authority from others if your brand is small and growing. 

Linkedin ad example 126 – Splunk

The offer is a Harvard business review paper. That itself is already a strong pull because audiences need to purchase it themselves if they wanted to read. Instead, Splunk is giving it away for free. The intro text is clear what they are going to learn if they click and download. However, the intro text could still be more concise at 150 characters to avoid truncation. 

Linkedin ad example 127 – Nutanix

Linkedin members come to LinkedIn to learn. With this mindset, offers like thought leadership, books and ebooks will attract members.

Linkedin ad example 128 – Nutanix

Same reason as the previous example. This offer aligns with the mindset of Linkedin users. Majority of members are on the platform to learn. 

Linkedin ad example 129 – Salesforce

The ad is very well branded and immediately noticeable. The Einstein theme has been built over the years. The headline calls out the audience really well. It’s clear that these insights are for SMB. 

Linkedin ad example 130 – Apple

Apple’s clean design and recognizable logo stands out. The value proposition is clear on the creative, making it quantifiable in terms of how fast they can get the offer. 

Linkedin ad example 131 – Apple

Good call out of their student audience. The offer is clear with discounts for students. 

Linkedin ad example 132 – Oracle

Telling a story of your customer’s success builds credibility to your product. Being able to be specific about who the story is about it even better. Plan ahead and ensure you get Customer’s buy-in early for a case study. Nothing is stronger than your customers speaking out for you. 

Linkedin ad example 133 – Schneider Electric

Sustainability is a big topic trend on Linkedin. Schneider electric capitalize on this news trend to relate it back to their business. Trend jacking is really useful if you’re able to react fast and have an offer related to the trend. Other trends on Linkedin are International Women’s Day and Gender equality 

Linkedin ad example 134 – Hubspot

If you’re big into SEO, you would know who this person is. Using an interesting and reliable expert catches the audience’s attention.  Another thing that stood out are the quotes. The offer in the headline is also clear. The audience can see what they’ll be signing up for. 

Linkedin ad example 135 – Hubspot

Most companies are offering state of marketing reports already. In order to have a differentiated offer, Hubspot produced another angle: “Not another state of marketing report”. The intro text is clear about what the audiences will learn from this report. 

Linkedin ad example 136 – Hubspot

The creative is unique. It shows a practical example of a book. Another thing that stood out was the use of social proof. Intro text showed that over 3,400 marketers were involved in this creation. 

Linkedin ad example 137 – Hubspot

This would be a good retargeting ad, showing prospects who are familiar and trust Hubspot why they’re the best. 

Linkedin ad example 138 – Facebook

The audience is clear. They are targeting Southeast Asia with a thought leadership piece. Partnering with a well-known third-party company like Bain further enhances the value of this asset. The call to action is there on the image as “Download our report now”. However, this could have been made clearer. The text blends into the background color, making it harder to notice the CTA. 

Linkedin ad example 139 – Facebook

An outstanding video that showcases their products front and center. Using a video brings their product to live. Video is also short and to the point. 

Linkedin ad example 140 – Facebook

The copy starts with a strong statement. The audience call-out is also clear. Facebook used video very meaningfully by featuring top leaders in Southeast Asia speaking about consumer buying trends. However, video is long and might be best used for retargeting purposes mainly. 

Linkedin ad example 141 – Qualtrics

Qualtrics launches ads that are relevant.  This ad was run during the peak of Covid-19 when Work From Home become s new normal. Creating pure text images as Ad creatives on Linkedin is allowed. Qualtrics makes full use of this. 

Linkedin ad example 142 – GlobalWebIndex

Trend reports work well on Linkedin. Members on Linkedin come to the platform to learn from peers and brands, so thought leadership tends to work well. The creative is simple yet clear and relevant. I like how the message is aligned throughout the ad copy, creative, and headline. Using action words to your ad, such as “Get”, is another good practice. 

Congratulations! You’ve reached the end of this somewhat very long post! 

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11 Highly Effective LinkedIn Ads Examples and Why they work

Early marketing involved entrepreneurs and sales reps moving from prospect to prospect to sell their products. Since then, it has come a long way. 

Several avenues offer improved ROI, including online directories, email marketing , account-based marketing (ABM) and webinars. But we can never leave out one of the most popular channels – LinkedIn. 

LinkedIn lets you build long-term relationships with the world's largest professional audience . It has the numbers to back it up:

• The platform has over 900 million members worldwide and over 230 million in Europe alone. 
• 4 out of 5 LinkedIn members are decision-makers. 
• Audiences are 6x more likely to convert using this platform.

When it comes to advertising, LinkedIn marketing campaigns use zero-party data for superior performance . This information is shared by members with the platform directly, making it more trustworthy, reliable, compliance-proof and better targeted.

It all comes together to make LinkedIn a powerful lead acquisition tool today.

Consequently, the platform has proved successful for ad campaigns as it crossed a massive $5 billion in revenue in 2022 for the first time.

But, the question that naturally comes to mind for marketers is that social media is increasingly becoming a crowded marketing and ad space. What can you do to stand out?

Let's answer this by learning from the best LinkedIn ads examples and understanding what they do right.

LinkedIn ads examples in the real world

Here are some of the most recent and best examples of LinkedIn ads.

1. Semrush: Showcase thought leadership via Video

Video is a popular content format on social media. On LinkedIn alone, it gets 5x more engagement than other formats.

An example of a LinkedIn video ad, Semrush uses the format to its maximum advantage by creatively pushing forth its latest case study on voice search. The graphics are quirky, use bold colours and instantly grab attention. Moreover, the ad uses a 1:1 video, filling the screen for better impact.

A concise copy presents the problem and corresponding solution – just enough to get the audience interested. The CTA 'want the same success' hits the mark, encouraging viewers to click on the ad.

Semrush's ad, including the video, copy and CTA, is an excellent LinkedIn ads example well-suited to its primary target audience of advertisers or marketers.

💡 Takeaways from this LinkedIn ads example:

• You can experiment with real and created graphics for videos to see what works best. 

Videos generally need more development time and carry more digital marketing weight than static ads. Remember to make the most of it and extract as much ROI as possible.

2. HubSpot: Hook leads with authoritative findings

HubSpot presents one of the best LinkedIn ads using a lead generation form here. These forms increase conversions by 2-3x over standard sponsored content.

At first glance, the ad highlights key findings from the latest report for its target audience of marketers. But the ad is further segmented for the UK, which is made amply clear in the creative copy, description and CTA.

HubSpot hooks leads with a strong CTA, incentivising prospects to share their details in exchange for valuable content.  Linkedin pre-fills some of the form fields , making the journey smoother.

💡 Takeaway from this LinkedIn ads example:

• Showcase your expertise by publishing a guide, eBook or report backed by solid research. Use this content piece as a lead magnet to attract prospects.

3. Accenture: Engage the audience with clean design

Carousels tell a story through images or videos.

Accenture does it expertly in this example by using a simple and clean design to capture attention. The creative copy is a continuous thread; therefore, the audience must scroll through the entire carousel to read the message.

The description – swipe to see – is short and actionable, fortifying the concept of 'less is more'.

• There are multiple technicalities involved in running ad campaigns. But remember that clean and visually impactful design wins hearts (and leads). 

4. Google: Split screen view drives the message home

Besides clients, LinkedIn is also the best platform to find prospective employees.

A good LinkedIn single image ads example is this one from Google. It immediately conveys that the company's employees enjoy work-life balance because of flexible work policies.

The creative copy also drives home the message with Google's infamous logo front and centre. The design, too, is clean and minimal. It uses a real person's face to make the ad more relatable.

• Bring in leads (in Google's case, prospective employees) with crisp copy and a clean image that says it all in one glance. 
• You have limited time to hold the audience's attention with single images. Therefore, display your logo prominently to trigger brand awareness and recognition. 

5. University of Cambridge: Spark discussions with prospects

The University of Cambridge is a globally recognised institution that needs no introduction. It highlights the event's name and purpose with a forthright copy.

Since the event's primary objective is to get the maximum number of attendees, the institution uses LinkedIn's event ad format. With this, it captures attendees directly, making them quality leads.

It's also important to note that the event will be a live video. Live videos gain 24x more engagement on LinkedIn.

However, the creative copy isn't visible. Subtle changes to the design may attract more attendees.

• Use event ads on LinkedIn when trying to get leads to sign up directly for an event. 
• You'll get more traction if your event runs as a live video on the platform. 
• Since leaders and professionals are already present on the platform, event ads give you rich opportunities to expand your network (creating value for larger audiences) and bring in more qualitative leads.

6. Netflix: Make the most of pop culture

The Netflix brand is synonymous with entertainment and light-hearted content on social media. And LinkedIn is no exception.

This example of a LinkedIn video ad becomes super relatable to the audience by using pop culture references – the shot is from a popular series on the streaming platform.

Considering the video is based on a web series specific to the city of Paris, the copy aptly directs the audience to travel the world with Netflix – all from the comfort of your couch. To do that, the audience can use Netflix's latest basic plan. The copy highlights 'just $6.99' in critical places such as the description and CTA. 

• Don't shy away from using pop culture references appropriate for your audience. They help make an immediate connection . 
• But remember to tie your ad back to your overarching brand story . If pop culture doesn't align with your brand, it's best to avoid it rather than create a force fit. 

7. Oracle: Tackle problem-solving head on

Oracle uses a single-sentence creative copy to get right into the problem that its target audience faces, i.e., leaders are dealing with increased data activity problems today. Aligned with that problem, Oracle offers a solution in the same sentence, backed with a key statistic.

The post description gives a quick overview of three benefits leaders will receive from Oracle's solution. It further entices them to download the eBook by pushing seven more benefits in the lead magnet.

The CTA, too, is concise and drives action. 

• Understand your target audience's fundamental problems and position your offering as the most effective solution. 
• Attract leads via lead generation forms in exchange for valuable research .
• Use statistics as they effectively grab attention.

8. Kantar: Ride on social proof

Social proof is a productive way to reel in more leads by showcasing exceptional customer experiences.

In this LinkedIn single image ads example, Kantar leverages social proof to solidify its solution's effectiveness, creating relevance and relatability. Via the post description, the ad provides a brief yet detailed overview of the solution and what problems it solves.

The CTA' request demo' encourages quick action, which captures qualitative leads faster.

What could have been better is the post description. It doesn't give out any unique information regarding the solution.

• Use social proof and highlight your USP to show how your prospects benefit from the solution. It adds more weight and validity to your solution's success. 
• You could also explore creating a case study by relaying customer stories and converting social proof into a lead magnet . 

9. Samsung: Conversations fuel user engagement

Samsung gets right to the point when it comes to their latest offering – the Galaxy Note10. Given that the product is top-rated, it needs no introduction. The brand starts by explaining the phone's features and keeping it brief.

This is also an excellent LinkedIn conversation ads example that lets users choose between multiple options. Samsung used it to its advantage by linking them to custom landing pages and qualifying leads more qualitatively.

For those who didn't already have the Galaxy Note10, the CTA led them to more information and options to purchase. Those who already had the product were led to an existing page with accessories for the phone.

These conversation ads garnered a 23% uplift in CTR for Samsung Electronics Italia.

• Use this LinkedIn conversation ads example as inspiration to experiment with new ad formats .
• Engage the audience one-on-one for a personalised experience. 
• Additionally, use CTAs wisely to create as much value as possible for the audience, including those who aren't interested in your product. For instance, avoid keeping the options' Not Interested' or 'No Thanks'.

10. LinkedIn: More everything with a free trial

This example of LinkedIn ads retargets those who have already used their solution and would like to continue. Since the ad targets a specific audience, the message is tailored to that segment .

The post description and creative copy are crisp, putting forth just the right benefits to attract leads – focusing on the fact that users get 'more' with LinkedIn Premium.

Moreover, using an actual image makes the ad more relatable.

• Ads work best when the image is powerful, and the copy is crisp. 
• Consider retargeting ads as part of your lead generation on LinkedIn. These ads generally have a higher conversion rate and lower cost per lead (CPL) because they target those who may already know your brand. 

11. Driftrock – Reach a niche audience

InMail ads help you target a niche audience and converse with them one-on-one. Like this LinkedIn message ads sample from Driftrock that showcases what customised communication should look like.

It addresses the user directly and is explicitly targeted to their profile – making the ad highly personalised

Matt Wheeler, Founder & CEO, reaches out with a message that almost doesn't come across as an ad. He backs the lead magnet with social proof, making the message exceptionally engaging.

💡 Takeaways from this LinkedIn ads example: 

• Use InMail ads for personalised communication but be brief in your messaging.
• You could also use bullet points (it's available as an option when drafting the copy).
• LinkedIn ads give you deeper targeting options to reach people by job experience, company, education and the like. Use them to your advantage particularly when sending InMail ads.

Don’t miss out on LinkedIn lead generation

At Driftrock, we have a lot of experience running lead generation ads across digital media, including LinkedIn lead generation forms .

Our platform connects your lead campaigns seamlessly, syncing lead capture to your CRM and other marketing analytics tools . Driftrock also takes the pressure off you by automatically validating leads before they reach the CRM. The platform tracks leads right from capture through to conversion.

Driftrock can help with optimising your LinkedIn lead generation campaigns, too. Use our custom dashboards to monitor key KPIs and our audience sync features to scale lookalike audiences to widen your reach and capture more leads. Even better, you can automatically add exclusions to your audience – such as leads already present in your system – to spend more efficiently and maximise ROI.

Hit the bullseye with LinkedIn every time. Book a demo with us today.

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10 of the Best LinkedIn Ad Examples

Discover 10 LinkedIn Ad examples from businesses that showed a flair for creativity, design, and awareness for their target audience.

Advertising on LinkedIn is a great way to promote your brand or business to a professional audience. 

But with 80% of B2B marketers choosing LinkedIn Ads over all other platforms for their advertising campaigns, it can be hard to stand out from the crowd. 

To help you discover how best to target your chosen audience through ads on Linkedin, here are 10 of the best LinkedIn Ads examples :

10 Awesome LinkedIn Ad Examples 

To help spark some inspiration for your next campaign, here are 10 LinkedIn Ad examples from brands and businesses that showed a flair for creativity, design, and awareness for their chosen target audience:

Consistent posting is one of the best ways to grow your business – plan and schedule your LinkedIn posts ahead of time with Later!

#1: Airbnb’s Awesome Host Video Ad

Airbnb shows how video ads can be a powerful storytelling tool in order to showcase personal stories that resonate with their audience.

By using a video to highlight one of their host’s personal stories around giving back to their local community, Airbnb is showing a more human, people-driven side to their company. 

Video content on LinkedIn gets 5 x more engagement than other types of posts, making it an excellent ad type to boost brand awareness and keep eyes on your content.

Plus, the clear call to action button helps drive traffic to Airbnb’s website and their support local businesses initiative. 

#2: Apple’s Scroll-stopping Carousel Ad

Carousel ads are a great way to tell an interactive story. In a recent campaign, Apple used a carousel that combines a short, snappy introductory text with imaginative graphics to instantly grab LinkedIn users’ attention.

Apple hooks users in with their “11 reasons to use a Mac” strap line, which encourages them to scroll through each slide to find out more.

By using eye-catching visuals, an interactive ad format, and a call to action button in the last slide, Apple not only holds Linkedin users’ attention but drives them to their website and their products. 

#3: Wix.com’s Striking Single Image Ad

Wix.com instantly captures LinkedIn users’ attention by using bold colours and their own product in their single image ad. 

Thanks to the large font and use of their own website creation tools in the image, users instantly know what the ad – and therefore the company – is all about. 

The larger 1×1 square image format here is also great for mobile devices. With 57% of users accessing LinkedIn through a mobile device, this is a great example of a company adapting their campaign to meet their audience’s needs. 

​​TIP: Use LinkedIn Analytics – the platform’s in-built analytics tool – to learn more about your followers’ demographics. This can help you refine your content strategy and decide which LinkedIn Ad type will work best for your campaign.

#4: Grammarly’s Lead Gen Form 

Lead Gen Forms are a smart way to gain quality leads. They’re forms that are pre-filled with LinkedIn profile data that can be attached to single image ads, video ads, conversation ads, and more. 

Grammarly ’s single image ad uses a client case study to invite LinkedIn users to find out more about their product.

By using a lead gen form attached to their simple but effective single image ad, Grammarly can gain new leads and promote themselves as a leading company in their field.

#5: UiPath’s Informative Conversation Ad

Another impactful LinkedIn Ads example is from UiPath , a global software company specializing in automation technology. They used a conversation ad sent directly to their target audience’s inboxes to gain new leads and generate website traffic.

By sharing a report that names them as a leader in their field, UiPath is positioning itself as a credible and successful company that their prospective leads can trust.  

They offer multiple interactive response options in their conversation ad to provide users with a range of landing pages. Overall, this makes for a great, interactive user experience.

#6: Gymshark’s Funny Video Ad

Using humour and fun visuals, fitness brand Gymshark produced a video ad to promote job opportunities at their company.

Lasting just under a minute long, this video combines animation and light-hearted voice-overs to give viewers a taste of Gymshark’s personality. Factor in the lead text that begins with a question, this immediately grabs LinkedIn users’ attention and encourages them to learn more about the company and its job openings.

Ready to level up your LinkedIn strategy? Save time and get more views by scheduling video posts in advance with Later -- for free!

#7: GoDaddy’s Client Success Single Image Ad 

GoDaddy proves that LinkedIn Ads don’t always have to promote products or services. The web hosting company uses a single image ad with a longer introductory text to tell an inspiring story about one of its clients and the obstacles they faced on their journey to success.

A lot of influencers and brands using LinkedIn for business are achieving viral reach by publishing longer posts about their career journeys and the lessons they’ve learned along the way.

While this type of inspirational post makes for engaging content, it can also be used as a powerful advertising tool to gain new leads, drive sales, and boost brand awareness.

#8: Salesforce’s Stat-loaded Carousel Ad 

Statistics are a natural fit for LinkedIn’s business-focused users. Salesforce shows that key statistics about their area of expertise can be made fun and interactive through a carousel ad.

Statistics are a great way to add credibility and focus to a LinkedIn Ad campaign. Salesforce uses their statistics to answer a question they believe their customers will be interested in. 

Combining key numbers with eye-catching graphics on each separate card makes this ad stand out when scrolling through the LinkedIn feed. 

#9: Later’s Eye-catching Event Video Ad 

We couldn’t give a shoutout to our favorite Linkedin Ads without mentioning one of our own! 

While video ads are great for promoting products, services, and giving users an insight into a company’s culture, they can also be a creative way to advertise an upcoming event.

Videos generally hold a viewer’s attention for longer. This is good news when it comes to the LinkedIn algorithm – as the longer a Linkedin user engages with a piece of content, the more likely it is that it will be boosted to a wider audience. 

Later ’s fun graphics, engaging text, and a call to action that takes users to the event page makes for a dynamic and educational ad that drives sign-ups.

#10: Flo’s Empowering Single Image Ad

Women’s health app Flo shows that sometimes the simplest ads can be the most effective. 

Flo uses a single image ad featuring their new Slack emojis to promote their brand message around empowerment and well-being. With an eye-catching introductory text that uses topical emojis, it sends an on-brand message that immediately draws eyes to it. 

Flo also links to their website’s blog, making this type of single image ad ideal for boosting website traffic and promoting brand awareness. 

These are just a few great LinkedIn Ad examples that show how brands and companies have used their advertising campaigns to gain new leads, drive traffic to their website, make sales, and build brand awareness. 

These brands and businesses prove that by knowing your target audience and flexing your creativity, you can drive big results from your LinkedIn Ads strategy. 

Join Later to plan and schedule your LinkedIn posts in advance from one easy-to-use dashboard!

Stephanie is a London-based freelance content writer with a background in film studies. When she’s not writing articles for online publications or penning her own stories, she’s usually researching feminist histories, talking to her house plants, or watching old movies.

Plan, schedule, and automatically publish your social media posts with Later.

Related articles, how to automate your linkedin strategy.

By Jillian Warren

How to Grow Your Business on LinkedIn

10 min read

The Ultimate Guide to LinkedIn Ads

By Stephanie Brandhuber

November 6, 2020

41+ LinkedIn Ad Examples to Capture Your Business Audience

by Ariana Killpack

If you run ads or operate a business in the B2B space, LinkedIn ads are essential to your PPC strategy. LinkedIn is the ultimate place to reach your professional clients. After all, it’s a business social media platform.

Of course, options are overwhelming.

So in this article, we walk you through the ad types you can run on LinkedIn, so you know what’s available.

Then we have 41 LinkedIn ad examples to inspire your next LinkedIn ad campaign. Note: several examples are also featured in LinkedIn Case Studies.

Want to dig a little deeper first? Check out our guide to LinkedIn Ads Mastery .

LinkedIn Ad Types

Haven’t decided what ad types you want inspiration for? Here’s a quick overview of the differences between each option:

• Sponsored Content  – Sponsored content ads appear natively on users’ desktop, and mobile activity feeds. In other words, these ads look and feel similar to other feed content. Sponsored content includes three ad formats:  single image ads, carousel ads, and video ads.
• Dynamic Ads  – Dynamic ads on LinkedIn are auto-personalized. Essentially, each ad populates specific fields based on each LinkedIn users’ profile information. Dynamic ad options include follower   ads , spotlight ads , job ads , and content ads .
• Text Ads  – Text ads have two placement variations. The first is a text-only ad on the top of user-profiles. You’ll also see them on the right side of a page, accompanied by a small image.
• Sponsored InMail  – Sponsored InMail is a pay-per-send ad format. You can send personalized messages directly to users in your target audience.

When you create a campaign, you have to choose an ad objective that fits your overall business goal. This table summarizes the ad formats Linkedin recommends for each objective. Objectives are grouped by funnel stage. For example, the Website Visits objective is most useful for consideration-stage customers.

LinkedIn Suggested Ad Types for Each Objective and Sales Funnel Stage

We include examples of each ad type in the sections below.

Best Practices and Policies for LinkedIn Ad Creation

One last thing before we jump into examples: make sure your ad copy and creative fit LinkedIn’s ads best practices . We’ll cover some essential tips here:

• LinkedIn is primarily a professional networking site.  The witty meme or gif that might make a Facebook or Instagram ad eye-catching might not be as well-received on LinkedIn.
• Pay attention to who you’re targeting.  The ad type and message should match your audience’s funnel stage.
• Be brief. Users don’t have a lot of time; shorter, punchy messages and simple ad creative perform best.

More specifically, here are some Sponsored Content best practices:

• Ad headlines: < 150 characters. Concise headlines lead to more engagement.
• Descriptive copy: < 70 characters. Note: desktop truncates messages > 100 characters.
• Images: 1200 x 627 pixels. Larger visuals get up to 38% higher click-through rates (CTR).
• Targeting: Start with one location and two other criteria; be specific, but avoid limiting your audience
• CTA:  Match your CTA with your content, so your audience knows how to act.

The bottom line: Take the opportunity to learn what works best so you don’t waste time or money creating ads that won’t resonate with your audience.

Now let’s dive into some LinkedIn ad examples.

LinkedIn Single-Image Ad Examples

Luckily the experiences are next-gen… not the clients

⚙️Type:  Sponsored Content

🎯 Goal: An ABM Marketing Solution that would drive more leads at a lower cost.

Genesys is an industry leader in omnichannel customer experience and contact center solutions. What I like the most about this ad is the playful take on ‘next generation.’ Their ad copy demonstrates that they know their business; the baby says, “we don’t take ourselves too seriously.” This campaign was particularly successful because they paired great ad creative with granular targeting within their current customer base. Their conversion rate rose to 2.7% overall and over 4% for their top-performing offer.

2. Florida International University

We’ve seen an uptick in online and blended learning options lately.

⚙️ Type: Sponsored Content

🎯 Goal:  Raise awareness of online programs and increase enrollment of the right kinds of students.

While I’m not a particular fan of the stock photo-ish image on this ad, I can appreciate the copy. In combination with great targeting, this ad speaks to future students to whom diversity is a priority — “It’s your reason.” Ads that speak to human emotion and motivation will always outperform feature-benefit lists. Again, LinkedIn offered granular targeting that improved engagement to over 1.8% on sponsored content posts.

Legacy CRMs work for managers, basic CRMs work for sales reps, Hubspot works for both.

⚙️Type: Sponsored Content

🎯 Goal: Engage marketing professionals in small to medium-sized businesses and generate leads.

Of course, this is an organic version of an ad (darn you dark posts!). However, I had to illustrate Hubspot’s “Powerful or Easy” campaign. It’s great for a couple of reasons. The first is that it creates a false dichotomy. It makes you a bit disgruntled because, after all, you want things that work well and are easy to use. Of course, that’s the idea here: once you look at the chart a little closer, you realize you can have that with Hubspot’s CRM solution.

I also like this ad creative because, while it’s easy to skim in your feed, it still packs in a lot of information. It turns out many other people liked it too — the inbound marketing giant got 400% more engagement from LinkedIn than any other platform through Sponsored Content. And it was one of the largest paid lead generators in their overall campaign. Try out a simple graph for yourself for a similar effect.

Skype for Business

🎯 Goal: Increased conversion, lower cost per lead

Quite frankly, I wouldn’t be able to process what a “Business online network assessment tool” was while scrolling idly through my LinkedIn Feed. That’s why the simple message in the creative is so powerful: “We’re Skype…but for Businesses.” Of course, I’m still unsure why I would need a separate Skype for business, but it goes a long way for brand awareness. For others who are more familiar with the use case, the CTA gives users in the conversion phase an opportunity to try the tool out.

IR does service a very niche audience: performance management for IT, payment, and communication. LinkedIn’s targeting saved the day and allowed them to reach their flavor of enterprise-level prospects.

I don’t know about Jive, but Slack and Zoom certainly picked up the slack on video and instant messaging.

🎯 Goal:  Reach prospects in every stage of the sales funnel and increase engagement

Ah, the power of the negative. Sometimes using language that elicits scarcity is a good thing. In this case, Jive points out that a solution used widely by marketing and sales professionals (email) doesn’t work well for engaging customers. This ad nourishes leads who are considering other options and immediately suggests alternatives through their service.

6. Lincoln Electric

I did not know welding automation can reduce weld costs by 35%

🎯 Goal:  Generate leads, raise brand and product awareness, and fill the lead funnel.

I can appreciate what   Lincoln Electric achieves here. It’s tempting on LinkedIn to be selling – but that doesn’t always work with your audience. This ad educates their base about the pros and cons of welding automation. Educational material might not immediately generate leads, but it will fill your funnel and allow you to nurture prospects that are now aware of your offering and space. In this case, Lincoln Electric reached more of the audience they were aiming for. Over 73% of those who clicked on sponsored content were manager level or above.

Startup life = doing a lot with a little

🎯 Goal:  Reach unique audiences and drive event registrations.

Marketo deals primarily with marketing automation software. This ad is a prime example of ad personalization when your offering (including software) has use cases for unique groups. In this case, Marketo wanted to reach enterprise and small business. This message and paired creative resonates with the small business group, whose resources might be “leaner” but still want to implement an effective content marketing strategy for lead generation. Ad personalization and targeting allowed them to beat their event registration goals by over 45% and increased engagement in both target audiences.

8. Microsoft Office

My school experience was strictly analog.

🎯 Goal:  Boosting awareness of the power of Microsoft OneNote

Results:  You would think that a giant like Microsoft has the marketing mix dialed in. But they were having trouble targeting educators and administrators about the benefits of OneNote. While educators and administrators are hard to reach or target on other platforms, many are on LinkedIn.

A woman in a brightly lit classroom acts as a stand-in for each member of the target audience, while Office promises to “revolutionize your classroom.” Plus, the copy is personalized; you can’t get more direct than “OneNote for Teachers.” Additionally, Microsoft did a great job of selling the features of the product and outlining the specific use cases for a teacher. For example, to help students collaborate digitally. The top-performing ad in the campaign had a click-through rate of 0.86%.

9. NICE Ltd.

Can KPIs predict employee productivity?

🎯 Goal: Increase awareness and leads for a particular product, the company’s back-office performance.

The data analytics company wanted to highlight a product that helps measure, manage, and improve employee performance. This meant engaging with high-level HR decision-makers and nurturing them once they were leads. The copy speaks to a significant pain point in that group: lack of transparency into performance tracking.

The click-through rate of 0.35% and a 0.41% engagement rate resulted in influencers’ engagement in over 200 targeted companies.

LinkedIn Carousel Ad Examples

I have yet to see any field robots.

🎯 Goal: Showcase advantages of cotton, highlight lesser-known aspects of the industry, and drive website traffic.

I’m a bit biased – I love carousel ads. They’re easy to engage with, and there’s a lot of creative real-estate to tell a brand story. Once my attention is on the images, I realize they illustrate each card’s message. Total clicks and engagements outperformed static ads for this ad, and the average ad received over 200 clicks.

2. Oracle Marketing Cloud

Oracle eBook on Tablet and Mobile.

🎯 Goal:  Product awareness and engagement

One barrier to getting people to download gated content is the mystery of what you’re getting once you give a company your email or other information. For some reason, even a generic preview of a title page helps. “That could be me,” I think, as I look at the anonymous hands scrolling through a mobile-version of the eBook.

This strategy paid off for Oracle, who wanted to promote their lesser-known cloud-based marketing service. The carousel ad got 37% more engagement than other static ad types.

3. Volvo Car Canada

The future is electric.

🎯 Goal: Volvo Car Canada sought to increase awareness, consideration, and on-site lead conversion.

In proof that LinkedIn is for more than just B2B customers, the B2C ad campaign resulted in excellent results, with carousel ads providing 75% greater engagement than static ads.

“What what!” you say? It turns out that success on LinkedIn has a lot to do with your target customer. If you have a high-end or innovative product, LinkedIn ads could work very well for you. In this case. Volvo’s product images illustrate a sleek and compelling view of their new product, and the copy does a great job of highlighting key features.

Best, cost-effective, easy — lots of positive language in this ad.

🎯 Goal:  Brand awareness and customer engagement.

This is a unique carousel ad in that it stretches one image through all of the frames instead of featuring a different one for each frame. The pallet is consistent with their brand and easy to skim. But more than the uniqueness, this software company gets kudos for an ad that reached 57% more engagement than similar static display ads.

Everyone loves to work in big, light-filled spaces.

🎯 Goal:  Before COVID-related setbacks, WeWork sought to drive brand awareness and lead generation, which meant targeting startups, remote work businesses, and entrepreneurs who would benefit from co-working spaces.

These clean and professional-looking ads drove 63% more engagement than static ads, learning to an increase in lead generation of nearly 300% over other social media marketing efforts. While in-office work feels a bit different to all of us now, this ad illustrates the power of featuring real-estate and high-end spaces in ads.

6. Red Points

I wonder where that guy’s running.

🎯 Goal:  Increase brand awareness and increase lead generation.

The IP security brand Red Points wanted to increase engagement on their report for repelling efforts to counterfeit products. The carousel ad also features images that run through the frames instead of individual images, increased click-through rates, and 35% more downloads.

7. Salesforce

Is that little character a puppy? Racoon?

🎯 Goal: Lead generation, brand awareness, and engagement.

Nearly every carousel ad does something similar: it allows a brand to deliver more than one message creatively. The combination of animation and real people results in compelling ads for a well-known brand. The salesforce character is the unifying element between split sides of the image (and industry). Carousel engagement was over 72% better than similar display ads.

Love a good graph.

🎯 Goal:  Engagement with a specific infographic and content

Some carousel ads compete with display counterparts for engagement. Still, in this case, the infographic’s carousel presentation got more engagement than the same material’s sponsored content. This was a smart way to promote a unique piece of branded information. Consider repurposing infographic content or highlights from a recent survey or study in your next LinkedIn Ad.

9. MindTitan

AI + your business = ?

🎯 Goal:  Engagement and Lead Generation

This carousel ad leads the viewer from one image to the other by splitting the message into each frame to get more leads into the funnel. It resulted in 3X more signups than standard display ads.

10. Google Ads

Google never deviates from that clean white palette.

🎯 Goal:  Brand and product awareness and lead generation

Google Ads is well known, but many brands fail to understand its value and leverage it for their business. The carousel format was the right choice in this case because it allowed each card to tell the audience a unique selling point for Google Ads. In a single image ad, messages like this would be too busy and bulky for their feed environment. This carousel ad got a 75% greater engagement rate on LinkedIn.  Precise targeting also enabled Google to reach the decision-makers at small and medium businesses, increasing lead generation.

Branding is key for recruiting talent.

🎯 Goal:  Brand Awareness and Lead Generation

This carousel job ad for Roche, the biotech giant, resulted in 3X more engagement and a more significant number of applications than a similar static ad, proving the value of sponsored content for job ads. The ad copy and images work together to communicate: we offer stability in an unpredictable environment.

12. Hilton Hotels and Resorts

I need a vacation.

🎯 Goal:  Product awareness and lead generation

Before COVID, Hilton wanted to show themselves not just as a hotel but to promote their event services and spaces, including food service. This ad, which ended in March of 2020, got over 75% more engagement than similar static ads. The images are high-quality and illustrate the details that matter to consumers.

How are all the people at the Apple store so friendly?

🎯 Goal:  Increase job recruitment success and career opportunity awareness

Apple has long been a top employer, and their retail and customer service teams are no exception. This carousel ad got 57% more engagement than similar static ads. When you create your job ads, don’t skip carousels. It can be a great way to showcase your ideal applicants represented in natural-looking environments.

LinkedIn Video Ad Examples

Watch the full video ad here .

🎯 Goal:  Raise awareness

I like this video because it uses contrast to shock the audience. The video opens on a typical stockmarket floor until a group of professionals receives a message: there’s a different way of doing business. The video uses storytelling to guide you through a businessperson’s journey to discovering why sustainability works. The global leader in renewable energy got video views up over 44%.

2.  Verizon

Watch Verizon’s full video ad here .

🎯 Goal: Educate the audience about niche applications of new 5G technology

Cloud-based gaming is a new player in the gaming industry, which has grown exponentially over the last decade. Verizon recognizes the opportunity 5G presents to gamers and game developers. They partner with Bethesda Softworks in this video to educate the market on how reduced lag and streaming latency will revolutionize gaming worldwide. This is a longer video, but it hooks the audience with fantastical gaming vistas and dynamic music.

🎯 Goal: Travel awareness, customer education

A year ago, KLM celebrated 100 years of service and wanted to make a toast to their customers, “to more memories together.” KLM ran a video campaign that outperformed others by leaps and bounds. The ad is cinematic; it follows their flight attendants’ emotional intergenerational story without saying a word (or being gimmicky). Additionally, their cost per view was low, $.06, and they have a nearly 34% view rate.

4. MG India

Watch the full ad here .

🎯 Goal:  Brand Awareness and engagement

The brand needed to reach a new level of buyers who could afford a luxury vehicle and would be interested in purchasing one. So they layered a few targeting factors into their campaign, which included newly minted executives who were also auto enthusiasts. The result? Three times higher engagement rate and click-through rate than industry benchmarks, and the lowest bounce rate in MG India’s history. Note the quick transitions and artistic elements in the video.

5. Microsoft Canada

Watch the full video here .

🎯 Goal: Enhance local relevance and lead quality

Microsoft’s video on using AI technology to increase accessibility is a great way to connect with their base and communicate a use case for a new product. Microsoft Canada saw a 28% view rate, cost per view of $.016, and a 20% completion rate. The key has been testing, audience segmentation, and determining the ideal length for videos (15 seconds in their case).

6.  IE Business School

Adapt or die…intense.

🎯 Goal: Engagement and brand awareness.

This video successfully addresses how fast the business world moves and offers a blended learning format in a time before distance learning became a necessity. By being ahead of the curve, view rates were 38%. The video is a bid long, so finish rates were just over 20%. Not bad, but they could improve it by shortening the video.

Who knew Slack would be such a thing?

🎯 Goal:  Slack had openings on their Munich team, so needed targeted engagement.

This ad had 59% more engagement and 1.5 times the number of completed applications. The applicants were also more qualified than those who applied through other campaigns due to LinkedIn targeting options.

8. Schneider Electric

Webinars on webinars on webinars.

🎯 Goal:  Brand Awareness and Event Attendance

Results:  When it comes to encouraging event attendance and increasing awareness, video is often the key. This video ad got over 62% more engagement than similar static ads, with 3.2 times the event registrations, meeting, and exceeding campaign targets. If you’re promoting your event, try getting a key player from your company to tell your audience about it.

9. Intuit QuickBooks

🎯 Goal:  Brand awareness among small business owners.

This ad is quirky, fun, and brief (30 seconds). It uses Cobra Kai to share a new philosophy: to save time with Intuit Quickbooks. Through video ads, Intuit increased engagement by 60% over image ads, with over 34% view rates and a 29% video completion rate. The video ad also matches its campaigns across other media, providing brand consistency.

10. Dropbox

🎯 Goal:  Increase brand awareness and lead generation.

In the new work-from-anywhere environment, a way to securely share files is vital. This Dropbox ad addresses that compellingly, resulting in 67% higher engagement and a more significant number of form fills than similar static campaigns. On your awareness videos, take note of DropBox’s precise way of talking about the pain points related to company-level file sharing.

11. Expert Market

Are those pie charts I see?

🎯 Goal: Reach small to medium-sized businesses for brand awareness and lead generation.

People like to see the product before they buy it. This is especially true of Saas platforms or tools. Integrate high-level features or use cases concisely over high-quality POV footage of someone navigating the product, and you’re golden. This video ad saw over 53% more engagement and two times more form fills that similar static ads.

LinkedIn Inmail & Text Ad Examples

1. florida international university.

This only works if they’re actually thinking about grad school.

⚙️Type: Sponsored InMail Text Ad

In combination with its sponsored content ads mentioned above, Florida International University also uses InMail to target potential students. This simple campaign gained them four new enrollments in less than two weeks. When you create your Inmail campaign, avoid obvious, gimmicky mail templates.

2. AuthorsUnite

Interested…

⚙️Type:  Conversation Ad

Connecting with customers can be challenging. Ideally, you can start a conversation. Notice the language focuses on partnership and collaboration rather than selling and the sender’s needs. Additionally, these ads do much better when sent from organization members rather than the organization itself. It’s a personal form of communication, so make it personalized. In this case, AuthorsUnite saw a 78% increase in reply rates and over five times more conversions than other ad types. If appropriately targeted, prospects have a much higher purchase intent than a widely distributed display ad.

A bit wordy…

⚙️Type:  Sponsored InMail Message Ad

Informa provides specialized training courses and events in project management, administration, human resource, and finance. This particular ad targeted early and mid-career HR professionals with the relevant heading, “Advance your HR Career.”

One note I do have is that the initial paragraph is a bit bulky. This is probably fine as long as you target consideration or conversion-stage prospects who have seen you before. In this case, it did work; Sponsored InMails delivered in this campaign had a 67% open rate and 11% conversion rate.

In-demand talent on demand.

Though not the most visually compelling ad format, text ads can go a long way for brand awareness and even lead generation if you target correctly. In this example, Upwork relies on brief, compelling copy to get my attention. “Tap into proven talent” is certainly relevant to our growing team. And “In-demand talent, on-demand” is a slogan I’ll remember, especially if I see another targeted ad on my feed later on.

LinkedIn Dynamic Ad Examples

1. china international import expo.

CIIE Follower Ad

⚙️Type:  Follower Ad

This ad is purely about brand awareness. Although simple, including a profile picture with the ad is eye-catching. Additionally, I’ve had past involvement with the Canton Fair, another import-export fair in China. This ad demonstrates that you can move people incrementally through your funnel when you target correctly and capitalize on past interest. Other brands see a lot of success with follower ads as well. For instance, AICPA increased its following by 40% with a similar campaign.

2. LinkedIn  

You heard ’em, let’s get started.

⚙️Type: Spotlight Ad

It’s like LinkedIn knows I’m a PPC professional… and they probably do. Specific targeting and concise copy relating to LinkedIn ad benefits get you at least a little interested in what they have to offer.

3. Weave HQ

Ready for your next opportunity?

⚙️Type:  Job Ad

Short and sweet, this job ad by Weave HQ uses a question to hook me. I have to ask myself, “ Am  I ready for my next opportunity?” The fact is people love opportunities, including me, and it was enough to make me click through to this well-designed landing page:

Weave HQ Job Ad Landing Page

This ad example also shows the importance of your post-click experience . Your job ad and landing page are part of your audition for your most talented prospects. In other words, look like you have it together. In fact, I would’ve bounced pretty quickly if Weave hadn’t provided a pretty place to land.

Invest in landing pages and the content elements your customers experience after the ad (e.g., “Life at Weave” video), and they’ll reward you by engaging more and converting later.

4. Seed Equity

Lots of startups on LinkedIn.

⚙️Type:  Content Ad

Through a variety of dynamic content ads, Seed Equity saw over a 1,200% increase in new investor signups, a 43% increase in page followers, and Dynamic ads click-through rates that exceeded LinkedIn benchmarks by five times the industry average.

Final Word on LinkedIn Ads

Big and small, many brands leverage LinkedIn ad options to achieve their goals. Here are some simple conclusions we can draw for B2B ads:

• B2B ads on LinkedIn typically receive more impressions, engagement, and ROI than on other platforms.
• Carousel ads generally outperform static image ads on LinkedIn.
• Video ads perform the best. With ads, short videos are best. AB test video length with your audience.
• Dynamic ads can provide consideration-state engagement with good targeting.
• Use Sponsored InMail campaigns to meet your target audience directly and personally. Response rates are better when delivered by an individual rather than a company.

Whether you are a SaaS company looking to reach new corporate partners, a startup seeking new talent, or a luxury carmaker selling directly to executive customers, LinkedIn has a solution for you. Just figure out your business goals and the funnel stage your customers are in first. Then, build your ad campaign to match.

Just getting started with LinkedIn ads or looking to improve? These examples should spark new ideas and illustrate how companies like yours use LinkedIn’s ad platform. Go try it out!

Ariana Killpack

Ariana prides herself on always learning everything there is to know about pay-per-click advertising and conversion rate optimization, which is why she can create such excellent content. When she’s not writing fantastic content, you can find her hiking, swimming, or baking bread.

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LinkedIn Case Study: How Thoughtworks Used LinkedIn to Promote its Content Efforts [Infographic]

LinkedIn has seen a steady increase in content engagement over the past few years, and with that, it's also sought to lean into evolving user behaviors by adding new options like improved Lead Gen ads and content analytics , designed to provide more insight into key trends and shifts, and help marketers make the most of their on-platform efforts.

And those tools can have a big impact, as reflected in this case study , which LinkedIn has outlined in a new infographic.

As explained by LinkedIn : 

"Thoughtworks launched Perspectives , a digital publication designed to deliver practical, actionable advice to senior executives. In order to build its readership and subscriber base, the company needed to find a way to stand out in an already cluttered content landscape."

The case study provides some interesting insights into how you can use LinkedIn's various tools to promote your content, and boost awareness in the app. And while this example has been hand-picked by LinkedIn, the points are still worth noting, and considering in your own approach.

Check out the infographic below. 

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Case Study: Higher Conversion Rates and Increased Traffic with LinkedIn Ads

Millbrook Vineyards & Winery | Corporate Gift Campaign 

BBG&G launched a LinkedIn advertising campaign to reach the corporate B2B market in search of gifts for employees and clients during the holiday season. We targeted professionals in the local tri-state area in the banking, financial services, insurance, investment management, and real estate industries, as well as individuals with Vice President of Sales, Marketing, and Business Development titles. In addition, we optimized the campaign to target individuals who would be most likely to click on the ads and visit the Millbrook website.

We created in-feed single image ads and carousel ads showcasing Millbrook’s high-quality wines and custom labels. Within the month-long campaign, the ads received 351,466 impressions and 456 clicks. VP and C-level professionals from Morgan Stanley, JPMorgan Chase & Co., Citi, Bloomberg LP, PwC, Goldman Sachs, IBM, Ernst & Young, KPMG US, Deloitte, and Bank of America engaged with the ads.

Hudson River Valley Greenway | ​​Dutch and Native American Heritage in the Hudson River Valley Brochure Campaign

To drive interest in the new Dutch and Native American Heritage in the Hudson River Valley Brochure, BBG&G launched a LinkedIn advertising campaign to reach museum and library professionals. The goal of the campaign was to persuade individuals to fill out a request form to receive printed copies of the brochure to display at their locations and offer to their visitors.

For this campaign, BBG&G utilized the message ad feature within LinkedIn. A message ad was sent to leads with information about the brochure and a link to fill out the form. Over the course of two weeks, the campaign received 385 impressions and 132 clicks with an average click-through rate (CTR) of 4.29%. This phenomenal CTR is eleven times the industry standard CTR across all LinkedIn ads of 0.39%, indicating that the campaign reached the correct targets and delivered a message that resonated with them. Some of the companies reached were The Metropolitan Museum of Art, The New York Public Library, the New-York Historical Society, and the Guggenheim Museum.

Cancer Services Program of the Hudson Valley | Resources for Healthcare Professionals Campaign

Cancer Service Program (CSP) of the Hudson Valley came to BBG&G looking to spread awareness about their services and resources to professionals in Ulster, Sullivan, and Orange County. Targeting individuals in the healthcare service and community and social services industries we ran an ad campaign that included single ads, carousel ads, and a message ad. The goal of the campaign was to drive website visits and encourage individuals to contact CSP for more information.

LinkedIn is a valuable tactic for marketers. According to Hootsuite , brands have seen a 33% increase in purchase intent resulting from ad exposure on LinkedIn. In addition, marketers see up to 2x higher conversion rates on LinkedIn. If you’re looking to reach the B2B market consider LinkedIn advertising.

By Kayla, Account Manager & Strategist | April 20, 2022

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Case studies of B2B lead generation with LinkedIn Ads

LinkedIn platform is currently the leader in lead generation, being 277% more effective than Twitter and Facebook . If your goal is to generate B2B leads, LinkedIn is the best option. Before launching a LinkedIn Ads campaign, it’s important to look at some examples and how other companies succeed . In this post, we’re going to show you case studies of B2B lead generation campaigns with LinkedIn Ads.

In addition, we recommend checking our LinkedIn Ads definitive guide with relevant information and free resources to develop effective campaigns.

[Podcast] Get valuable B2B lead generation insights with David Hall, founder of two relevant digital marketing agencies!

Case studies with linkedin ads.

ESCP , the first Europe business school in the world, aimed to generate applicants for its master’s degree in European business and build a portfolio with potential clients.

They carried out a lead generation campaign on LinkedIn Ads , using the Sponsored Content Ad format, where they informed about their scholarships in order to obtain potential clients . ESCP set a goal of generating scholarship applications completed by 100 leads , in addition of generating 250 leads . The ad content was direct with a clear value proposition and as a visual they used a human image , being a good practice for LinkedIn Ads.

As a result of the campaign, they achieved over two million potential student impressions and generated a conversion rate of 14%, double the target previously set. On the other hand, ESCP generated 40 more leads than the goal set.

2.- Government and Public Transformation school of Monterrey Technology

The postgraduate school of the Mexico’s Government and TECs Public Transformation was promoted to develop solutions to relevant public problems, positioning itself as a reference in its sector.

The School of Government is aimed to highly specialized profiles , specifically professionals interested in changing the world , so they wanted to generate quality leads. They had to comply with a number of requirements in order to position the School as an excellence option.

Finally, they chose to build a campaign on LinkedIn , because it’s the only social network that allows to build an exclusive segmentation . They used the Sponsored Content and Sponsored Inmail formats.

In the Sponsored Inmail case, the professionals received a message with an aspirational and personalized tone , inviting them to learn about the master’s degrees that the school offered . A CTA was also included to fill out a form in order to get more information . Through this announcement they got 258 leads , an open rate of 55%, and finally a CTR of 26.95%. For the Sponsored Content format, they used a short but powerful copy with an aspirational and motivating tone . In this case, through this format they generated 104 leads , with a 1.07% engagement , 0.8% CTR , and finally, more than 125,000 impressions.

3.- Management School of Piura’s University

Finally, the Management School of Piura’s University is dedicated to training managers with ethical values to improve their decision-making process , offering a personalized education with a humanistic approach. The goal’s school was to impact students living in Peru by proposing different educational programs , with the purpose of generating quality leads.

After analyzing their needs, they chose to launch a Sponsored Content Ad with a lead gen form and managed to generate 451 quality leads , more than 325,000 impressions , 1.5% engagement and 1.1% CTR.

Key conclusions about the case studies with LinkedIn Ads

Choosing the right ad format.

As we have seen, each company used the ad format that best suited their goals. Therefore, it’s important not to fall into the routine of always choosing the same format. Even though in a campaign a format achieves good results, it doesn’t mean that it will always happen. Also, you can use more than one format to analyze which one generates better results.

Precise segmentation

It’s essential to analyze the campaign’s target and to express it in an appropriate way the campaign’s definition to make your message reach the right users. If it’s not defined correctly, the possibilities of impacting your target audience will decrease, and consequently, your objectives will not be met.

Clear and impressive content

If the two previous points have been fulfilled but a clear and impressive content is not made, it’s probably that you will impact your target transmitting an erroneous message. That’s why it’s important to write a direct and clear copy, as well as to choose a visual that complements the copy’s content.

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When a large telcom brand was rich with first-party signals. Amazon Ads helped them to optimize it for a better campaign.

August 06 2024 | By Justin Kirkland, copywriter

Experience new growth possibilities with Microsoft Advertising today >

GLAMI, a leading European fashion discovery platform, aggregates millions of products from thousands of e-shops across 14 countries. With over 40 million monthly visitors, GLAMI offers a seamless shopping experience by connecting customers with brands and e-shops in one place. This is done by leveraging artificial intelligence to categorize products and create personalized selections.

The goal was to increase Gross Merchandise Value (GMV) for GLAMI partners by incrementally reaching shoppers in the Czech Republic, Slovakia, Romania, Hungary, Greece, Turkey, Bulgaria, Slovenia, Croatia, Spain, Lithuania, Latvia, and Estonia. That’s why GLAMI leveraged Shopping Campaigns with Microsoft Advertising.

The solution

Aleph Group, in collaboration with GLAMI, developed Feeds using Microsoft Merchant Center. To begin, they tested Shopping Ads in one geographical location. Due to the positive results, this strategy was applied across additional markets.

Moreover, leveraging existing Universal Event Tracking (UET) implementation and sufficient conversion data, GLAMI and Aleph adopted tCPA (target cost-per-acquisition).

To further enhance profitability, GLAMI, with the support of Aleph’s performance team, employed tROAS (target-return-on-ad-spend) in the Shopping campaigns instead of traditional bidding strategies. This approach led to highly successful outcomes.

In just one year of leveraging Microsoft Shopping, we saw an increase of 130% of sessions year-over-year (YoY). Additionally, Microsoft Shopping generated 76% more orders for our partners YoY by using all Microsoft Ads channels totaling in +60% more GMV YoY for our partners.

— Arkadiusz Mokrzycki​, Performance Marketing Lead​, GLAMI

The results

The results were outstanding. With Microsoft Shopping, GLAMI achieved a 130% increase in sessions—in just one year. GLAMI also generated 76% more orders for their partner YoY by using all Microsoft ads channels which created an additional 60% more GMV YoY for GLAMI’s e-shops and brand partners.

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China’s Global Public Opinion War with the United States and the West

This article originally appeared in War on the Rocks.

In recent years, with the intensification of strategic competition between the United States and China, the “battle for the narrative” in the international media landscape has become more heated. But in the push to understand Beijing’s influence efforts , there is a tendency among elements of Washington and the broader China-watching community to focus on specific aspects of China’s activities depending on where they sit in the U.S. system. In some cases, these narrow and often fragmented perspectives have handicapped Washington’s ability to compete with China in the information domain.

Three narrow approaches to analyzing China’s influence efforts stand out as particularly worrisome. The first is an excessive focus on Beijing’s covert influence operations and assessing them in isolation from its broader — and very overt — efforts to shape the perceptions of target audiences. The second is an excessive focus on the latest evolution in Beijing’s social media tactics. The third is an overreliance on digital tools and big data analytics to understand Beijing’s behavior. Although important, these narrowly focused — or “siloed” — examinations of China’s influence efforts can lead to a fragmented response and prevent the implementation of a more coordinated policy approach.

The key to developing informed policy responses to Beijing’s global propaganda efforts — covert, overt, digital, and analog — is to study them in their totality and ground them in an informed understanding of the Chinese Communist Party. This sort of comprehensive analysis can be used to predict China’s behavior, inform U.S. strategic communications planning, and craft messages designed to inoculate audiences against Beijing’s narratives. At present, the United States does not have a single entity tasked and funded to perform this cross-cutting mission. To win the battle for the narrative, the United States should designate and fund an organization with the mission of informing whole-of-government U.S. strategic communications planning in ways that help Washington get ahead of Beijing’s influence operations.

The Overt Matters, Too

In its 2024 Annual Threat Assessment, the Office of the Director of National Intelligence warned that the People’s Republic of China is “expanding its global covert influence posture” to sow doubts about U.S. leadership, undermine democracy, and extend Beijing’s influence. The assessment described China’s covert influence campaigns as incorporating increasingly sophisticated elements such as generative AI and Russian-style tactics aimed at amplifying divisions ahead of the 2024 elections.

But China’s influence campaigns are not confined to the shadows. Beijing’s efforts to shape foreign perceptions include a complex mix of overt and covert tactics. Wielding its massive state-run media complex, Beijing openly seeks to promote a positive image of China to audiences around the world — “to  tell China’s stories well ,” as General Secretary Xi Jinping describes it — and to discredit, undermine, and delegitimize its competitors, most notably the United States and U.S. partners and allies.

This campaign is driven by the perception that the United States and its partners and allies are waging “public opinion warfare” against China. In China’s strategic thinking, public opinion warfare is one of the “three warfares” and refers to the use of the media to influence public opinion and gain support from international and domestic audiences.  The three warfares  also include psychological warfare — the use of information and media to support military operations and advance political and military goals — and legal warfare — the use of international and domestic laws to gain international support and manage the political repercussions of military actions.

 Read more at War on the Rocks .

Heidi Holz is a senior research scientist in CNA's China Studies Program. She studies China's strategic communications, propaganda, disinformation, and other global influence efforts.

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Google's Antitrust Crisis:

Could Antitrust Ruling Against Google Bring Breakup of the Company?

Alphabet Inc. ’s Google lost the biggest antitrust challenge it has faced when a US judge found Aug. 5 that it illegally monopolized the search market. It was a major win for state attorneys general and the US Justice Department , which has begun considering proposing the breakup of the 25-year-old company.

Judge Amit Mehta of the US District Court for the District of Columbia ruled that $26 billion in payments that Google made to other companies to make its search engine the default option on smartphones and web browsers effectively blocked any other competitor from succeeding in the market. Mehta’s ruling came after a 10-week trial in 2023 — the first on monopolization charges to pit the federal government against a US technology company in more than two decades.