Best LinkedIn Ads That Turned Scrolls Into Sales

LinkedIn isn’t your average social platform—and that’s exactly why so many ads that work on Instagram or Facebook fall flat here. While most platforms thrive on entertainment and fast visuals, LinkedIn is a professional space. People log in with business goals in mind: to learn, network, or explore career opportunities. That mindset shifts everything, especially how they engage with ads.

Unlike other platforms, LinkedIn offers precise targeting capabilities based on job titles, industries, company sizes, and more. That means the creative and messaging behind your LinkedIn ads can—and should—be tailored with business intent in mind.

In this article, we’ll explore what makes LinkedIn ads different, showcase real examples that delivered results, walk through ad formats, and leave you with actionable best practices and tips to boost your next campaign.

What Makes LinkedIn Ads Different

LinkedIn is fundamentally different from platforms like Facebook, Instagram, or TikTok—not just in tone, but in purpose, mindset, and mechanics. People don’t open LinkedIn to kill time or be entertained. They come with intent: to grow their careers, learn from others in their industry, or find solutions that help their teams succeed. That professional context shapes everything about how ads should be crafted and delivered on the platform.

Precision Targeting: Reach the Right Person, Not Just the Right Persona

The real power of LinkedIn ads lies in its granular targeting. You're not inferring someone’s profession based on behavior or demographics. You’re targeting exactly who they are at work.

With LinkedIn’s targeting, you can:

• Segment by job title, function, and seniority level
• Target employees from specific companies or industries
• Filter by company size, education, skills, years of experience, or even group membership
• Build matched audiences using email lists, website visitors, or account-based marketing (ABM) lists

This makes LinkedIn the go-to platform for B2B marketers, especially those selling high-ticket solutions where identifying the decision-maker is half the battle.

The Professional Mindset: Scrolls with Purpose

Unlike casual browsing on social platforms, LinkedIn users have a more intentional and achievement-driven mindset. They are:

• Evaluating tools to help their teams grow
• Looking for insights to solve business problems
• Actively researching vendors and services
• Building their personal or company brand

This creates an opportunity—and a challenge. You’re marketing to people who are skeptical by default and value their time. Fluff won’t fly. Every ad must answer the unspoken question: “What’s in it for me or my team?”

Content Expectations: Deliver Value, Not Distraction

LinkedIn is not the place for shock-value hooks or viral gimmicks. Instead, the content that performs well tends to:

• Lead with insight, data, or immediate value
• Show how a product or service can solve a real operational challenge
• Include professional design and straightforward copy
• Highlight case studies, benchmarks, or ROI outcomes

This means that your messaging needs to do more than grab attention—it needs to earn credibility, fast.

Ad Formats & Placement: Designed for Professionals

Another key difference is how ad formats function in context. LinkedIn offers:

• Sponsored Content in the feed, ideal for lead generation and thought leadership
• Message Ads (InMail) that land directly in someone’s inbox with personalized offers
• Dynamic Ads that personalize automatically with the viewer’s name, job title, or profile photo
• Lead Gen Forms built directly into the platform for frictionless conversions

Each format aligns with a different part of the buyer journey—and behaves differently than ads on Meta or Google. For example, InMail messages feel like direct outreach. They’re great for event invites or product demos, but only if the offer is strong and relevant. Meanwhile, carousel ads let you tell a visual story—but they’ll only work if every frame delivers value.

Why Strategy Must Be Platform-Specific

Trying to repurpose your Instagram video or Facebook copy for LinkedIn is like showing up to a boardroom in beachwear—it’s not just a mismatch, it undermines your credibility. LinkedIn requires its own creative approach and media strategy.

Need help crafting one? Check out this complete LinkedIn marketing strategy guide to build campaigns that actually work.

To succeed here:

• Start with the audience: Who are they? What’s keeping them up at night? What metrics do they care about?
• Design for the format: Optimize creatives for clarity and quick comprehension. Your message should land in 3 seconds or less.
• Deliver utility: Whether it's a download, a webinar, or a product walkthrough, make sure there’s something of real value behind the click.

In short: LinkedIn advertising isn’t just about getting seen—it’s about being trusted. When you understand the unique dynamics of the platform, you can craft ads that don’t just get attention—they start real conversations and generate qualified leads.

Examples of LinkedIn Ads That Crushed It

Here are a few standout LinkedIn ads that grabbed attention and delivered results—each using a different format and strategy.

1. Canva – Carousel Ad

Canva used a carousel ad to showcase templates for business reports and presentations. Each card targeted pain points like "save time on design" or "look professional fast."

• Targeting: SMB owners and marketing managers.
• Why it worked: The ad gave instant value—free templates—and made it easy to swipe through solutions.

2. Salesforce – Video Ad

Salesforce ran a 15-second video introducing a new B2B sales tool. The video was direct, with text overlays explaining the benefit in the first 3 seconds.

• Targeting: Sales directors and enterprise teams.
• Why it worked: It hit a specific need (sales enablement) and made the message clear even with the sound off.

3. Monday.com – Single Image Ad

Monday.com used a clean, bold graphic with a clear CTA: “Start managing your team’s workflow in minutes.”

• Targeting: Operations managers at mid-size tech companies.
• Why it worked: Strong offer, simple message, and compelling visual that stood out in the feed.

4. Slack – Dynamic Ad

Slack used dynamic ads to invite users to follow their company page, customized with the user’s profile name and photo.

• Targeting: HR professionals and team leaders.
• Why it worked: Personalization increased click-through rates by making the ad feel tailored to each viewer.

Popular LinkedIn Ad Formats

Each LinkedIn ad format offers unique advantages based on how you want to engage your audience:

• Sponsored Content (Single Image or Carousel): Ideal for storytelling or showcasing features.
• Video Ads: Great for product demos, testimonials, or quick explainers.
• Message Ads (InMail): Deliver direct offers to inboxes. Useful for event invites or B2B lead generation.
• Dynamic Ads: Personalized ads featuring a user’s name/photo to drive follows, downloads, or visits.
• Text Ads: Simple, pay-per-click sidebar ads for awareness and traffic.

See LinkedIn’s full list of ad formats here.

When picking a format, think about what kind of interaction you want: swipes, clicks, engagement, or direct responses.

Best Practices For LinkedIn Ads

Creating a high-performing LinkedIn ad isn't just about looking professional. It’s about delivering the right message, in the right format, to the right person—all within a few scroll-stopping seconds.

Here’s how to go from “just another ad” to “this is exactly what I needed.”

1. Ad Creative: Build Trust at First Glance

On LinkedIn, first impressions are everything. You're in a feed filled with leadership updates, promotions, company milestones, and thought leadership posts. To cut through, your creative must look legitimate and valuable.

How to level up your creative:

• Clean, high-contrast design: Avoid clutter. Use whitespace and visual hierarchy to guide the eye. A strong headline, brief supporting point, and brand logo are often all you need.
• Visual cues that reflect professionalism: Charts, dashboards, product UI, or well-designed illustrations can immediately signal credibility.
• Avoid stock clichés: Ditch handshakes and overly staged corporate smiles. Custom visuals, team photos, or screenshots feel more real—and real performs better.
• Adapt for mobile: Over 60% of LinkedIn traffic is mobile. Make sure text is readable, CTAs are visible, and layouts scale down cleanly.

Tip:

If the ad looks like it came from a PowerPoint template, it’s probably going to be ignored. Think polished pitch deck, not poster.

2. Copywriting: Clarity Sells Better Than Cleverness

Your audience on LinkedIn is busy. They're scanning, not reading. Your copy has to earn attention fast and offer tangible value—not just clever phrasing.

Copywriting tips that convert:

• Lead with the outcome: Instead of saying “Our platform simplifies project workflows,” say “Cut project handoffs by 40%.”
• Use direct, benefit-driven headlines: Try starting with a question or pain point they instantly relate to. Example: “Hiring engineers taking too long?”
• Break it up: Use short sentences, bullet points, line breaks—anything that makes the copy scannable.
• Be specific: Avoid vague claims like “Improve performance.” Use stats, time savings, or customer outcomes.
• Strong CTA, minimal friction: “Download your free template now” beats “Learn more.” Make the action clear and appealing.

Tip:

Your copy should feel like a helpful peer making a recommendation, not a marketer pushing a product.

3. Targeting: Relevance Is Your Real Performance Lever

LinkedIn’s targeting is its superpower—and the #1 reason advertisers waste budget is not using it to its full potential.

Smart targeting practices:

• Use job titles + job functions + seniority for precision: Don’t just target “Marketing” — target “Head of Growth” at mid-size SaaS companies.
• Segment by company size and industry: An operations director at a 50-person startup has different pain points than one at a global enterprise.
• Layer filters thoughtfully: Combine geography, company name, skills, and seniority to hone in on decision-makers, not just job seekers.
• Exclude low-intent audiences: Use exclusion filters for students, early-career professionals, or non-relevant geographies if your offer isn’t for them.
• Use Matched Audiences: Upload a CRM list, retarget website visitors, or build ABM campaigns that hit exactly the right companies and stakeholders.

Tip:

The more relevant your targeting, the less “salesy” your ad needs to be. If the right person sees the right offer, even a minimal design will work.

All Three Must Work Together

Think of LinkedIn ad success as a triangle: Creative x Copy x Targeting. If one leg is weak, the whole campaign suffers.

• Strong visual, wrong audience? Irrelevant.
• Great copy, poor design? Ignored.
• Precise targeting, but a weak offer? No clicks.

To thrive in a professional feed, your ad must feel like it belongs and delivers. That’s how you win trust—and clicks—from people who actually make buying decisions.

Tips For Creating LinkedIn Ads That Convert

Here’s how to apply the best practices above into your actual campaign creation:

1. Start with Audience Research

Dig into who you want to target: their goals, pain points, and responsibilities. LinkedIn’s audience tools can help you build refined personas based on job data.

2. Craft a Compelling Offer

People don’t click on ads—they click on offers. Whether it’s a free template, industry report, or a free trial, make the value clear and immediate.

3. Personalize the Message

Segment your ads and tailor the language to each audience. Speak like you know their world—use terminology they relate to.

4. Test Formats and Creatives

Try different formats (carousel vs. video) and test messaging variations. LinkedIn's analytics can help you quickly identify what resonates.

By combining solid research, sharp targeting, and tailored messaging, you’ll avoid wasting ad spend—and start generating real leads.

Wrapping Up

Successful LinkedIn ads aren’t just about great visuals—they’re about alignment. The best-performing campaigns understand exactly who they're speaking to, what that audience cares about, and how to deliver a solution in a way that stands out in a professional feed.

To turn scrolls into sales, master LinkedIn’s targeting tools, personalize your approach, and build campaigns that are engineered for business decision-makers—not distracted browsers. Done right, LinkedIn ads are more than just another channel—they’re a powerful B2B growth engine.

Final Thoughts: LinkedIn Ads Reward Strategy, Not Noise

LinkedIn isn’t a place for gimmicks—it’s a platform where strategy meets substance. The ads that perform best here aren’t the flashiest. They’re the ones that feel relevant, valuable, and purpose-built for the professionals seeing them.

Whether you’re promoting a product, recruiting talent, or generating B2B leads, the formula for success remains the same:

• Know your audience better than they know themselves.
• Build creative that speaks to their challenges.
• Offer something they actually want—and make it easy to act.

If you're willing to put in the work—research, refine, and test—LinkedIn becomes more than just another ad platform. It becomes a scalable, high-intent growth channel that consistently turns qualified attention into real business outcomes.

Start small. Iterate fast. Think like your buyer. And when in doubt? Always lead with value.

Need help putting these ideas into action? Try these LinkedIn post templates to jumpstart your next campaign.

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