Spinning Ball Ricardo Ghekiere
Linkedin

9 LinkedIn Lead Gen Ads examples to inspire your next campaign in 2022 + Expert Review

December 30, 2021

Back in 2010, LinkedIn had about 70 million accounts. Flash forward to 2021, and the platform boasts over 730 million users. It's a remarkable growth that creates new opportunities for businesses and marketers. B2B marketers find this platform especially useful since most people on LinkedIn are well-educated professionals who enjoy reading industry-related content. 

But let's be honest, LinkedIn also has plenty of competition. If you want to get the attention of your potential customers, your message needs to stand out or blend in very natively. And the best way to learn how to create a truly eye-catching advert is by spying on what other companies are doing. Want some help with that? Then check out our list of some of the best LinkedIn ads in 2022. Find out what goes into a great ad, what makes them work so well, and get inspired to create your own high-converting campaigns.

In my role as a Growth Marketing Consultant, I have been running ads from 2014, which is why in each example I’ll also deep-dive about what I liked, disliked, and how I would have approached it better to give your more insights on how to do it better for yourself. 

Gong.io - LinkedIn Ad Example 1


Offer: 

A free ebook that unveils the seven laws of highly effective sales emails. 

Landing Page: 

Yes and No. From the link in the copy above the ad. When you click on the ad, you get an opt-in box where you put your email address to receive the free eBook (and future issues of Gong’s newsletter, offers, etc.). 

Message: 

We analyzed over 30,000 emails to uncover the 7 Laws of Highly Effective Sales Emails. Get your free copy of all the secrets: https://lnkd.in/gNA5YSM

Headline: 

Groundbreaking Data On What Works (And What Doesn’t) in Sales Emails

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️⭐️⭐️

Objective: Lead Generation

Industry: Saas

Type of ad: Image Ad

This Ad Stands Out Because…

Not sure where to start as I believe this is an amazing example of how to do it right on LinkedIn. 

Let’s start with the fact that you get a sneak view of how the report will look like, which is where most visuals seem to fail. Other companies will show you the cover of the ebook, but not the actual stuff that is inside of it. If you are reading this, I probably don’t need to explain to you that an open box of your favorite chocolates will convert you more compared to a closed box which doesn’t reveal anything. 

What I love about this ad is the headline copy drawing your attention to get intrigued about what works and what doesn’t work based on 30k emails, something you could never know on your own. Unless you spend a heck of a time in the space or enjoy mass spamming people. God Bless GDPR then. On top, the first line is catchy and supports the image to lure your attention in. 

This is why overall, this is a great example of how it should be done. 

Skipr - LinkedIn Ad Example 2


Offer: 

Get a free e-book that takes you through 5 valuable post-covid tips for HR management.

Landing Page: 

No. We get the opt-in box again to enter your email address and receive the free eBook.

Message: 

From working remotely to investing in more sustainable business solutions. 

Covid-19 affected the way we handle our HR. 

In this e-book we have a look at how Covid-19 impacted HR management. 

What are the trends you should be aware of in the future? 

And how do you offer your employees the best experience after the pandemic? 

Learn everything in this must-have e-book for every HR manager!

Download your FREE copy now!

Headline: 

Get your FREE e-book now

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️⭐️

Objective: Lead Generation

Industry: Saas

Type of ad: Image Ad

This Ad Stands Out Because…

I like this ad as it relates to the current situation (corona) and sells the future of what you need to do once we get out of it. Also, it addresses a specific niche (HR) in its visual to show who it’s for and who it’s not for. 

I would change the headline as it’s clear this is an ebook in the image and use that space for another communication like in the example of Gong mentioned in this article. 

On top of that, I would rephrase the first two lines with more attention-grabbing headlines to draw people in with why they should read this Ebook. Things like: “Did you know 53% of HR managers don’t have XYZ”?...


Ricardo Ghekiere - LinkedIn Ad Example 3



Offer: 

An Invitation to a free Linkedin Ads webinar. (note that I couldn’t use the word LinkedIn in my copy as my ads kept being rejected)

LandingPage: 

No 


Message: 

Here are 3 misconceptions you probably have when it comes to running ads on this platform. They are:

1. Too expensive

2. Not able to generate any leads

3. The cost per lead is too expensive.

The truth is, 87% of marketers just don't know how to run them.

In this exclusive webinar, I'll show you the exact framework to actually run profitable Ads.


Headline: 

Your ads aren't working because you don't understand this framework

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️⭐️⭐

Rating Creative: ⭐️⭐️⭐️⭐️⭐️

Objective: Lead Generation

Industry: Marketing & Advertising

Type of ad: Image Ad

This Ad Stands Out Because…

Of course, I couldn’t leave out how I run my personal ads. I picked this one because It's different from the rest. The ads on LinkedIn are usually polished and designed to greatness or very boring. This one is simply a screenshot from the given webinar. Plus, the copy is pretty provocative, which makes you stop while scrolling through your LinkedIn feed. From my experience, ads that show you exactly what you are going to get in advance (slide from the webinar) when clicking on it, tend to drive more conversions since it draws in the curiosity of what is next. Well, not tend, as this is my best converting ad and it took me literally 5 seconds to create. Beat that, fancy design agency.  


WeWork - LinkedIn Ad Example 4






Offer:  

One month free trial of a WeWork workspace (stands for a limited time). 

LandingPage: 

Yes

Message: 

Take a tour of a WeWork of your choice and get a free month to experience a private office and all that WeWork has to offer. Terms apply.

Limited time offer. One month free trial. 

Headline:

Workspace Offer

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️⭐️

Objective: Lead Generation

Industry: Hospitality 

Type of ad: Image Ad

This Ad Stands Out Because…

The offer is very enticing which is eventually the most important factor when creating ads.  Everyone would want to try an office space for a whole month for free (even if you don’t really need one at this point in time). Unfortunately, the ad itself does not support the great offer. 

Firstly, the headline doesn't say anything or add any extra value to the image. And secondly, the copy is not engaging enough since it is a very generic copy. I would rewrite this ad by creating different angles to, for example, address people who've been working from home for a long time and need a change of scene. Make them dream about the free office space and, most importantly: get them thinking about the joy of meeting new people again. This is what we call trying different marketing angles. 


Barco - LinkedIn Ad Example 5




Offer:  

Read the article and discover how remote access to the OR boosts hospital efficiency.

LandingPage: 

Not right away. The ad first directs to an article that has links in it to the landing page. 

Message: 

There's no need to worry about bad image quality or wonky connections.

Headline: 

The possibilities of OR-over-IP. Read the article.

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️

Objective: Traffic

Industry: Electrical & Electronic Manufacturing

Type of ad: Image Ad

This Ad Stands Out Because…

I like the angle they chose on a super-specific topic (the possibilities of OR-over-IP). It gives them some good opportunities to retarget later on with their solutions.  

The ad could be better, though, if it would state the number of advantages it discusses in the copy already to trigger some initial interest and value upfront. Also, the button "read the article" is unnecessary since this CTA is already in the headline. 

This is more of a personal feeling, but I generally never like ads that have designed CTA’s on the ad itself as I feel they are taking away space from more relevant things (since the CTA is already there anyway) and giving it too much of a ‘not native’ feeling for people to skip. 

Semrush - LinkedIn Ad Example 6




Offer:  

Try Semrush’s backlink toolkit. It enables you to reach the top of SERPs with quality backlinks and enhance your SEO. The landing page also informs us that the trial is for free. 

LandingPage: 

Yes. 

Message: 

Reach the Top of SERPs with Quality Backlinks! Enhance your SEO with Semrush’s powerful backlink suite! 🚀

Headline: 

Try Semrush’s Backlink Toolkit Today

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️⭐️

Objective: Web Conversions 

Industry: Saas

Type of ad: Image Ad

This Ad Stands Out Because…

I like this ad was a retargeting ad which shows one great feature and benefits from Semrush (which is a pretty complex product). Also the Landing Page where they are sending their traffic towards is well crafted and to the point. 

I am a big fan of complex products that break down their features to be more relevant to their users which they retarget and also educate about the possibilities they might not have been thinking about. 

A great example is from a company called Riverside.fm which breaks down their software to possible use cases for different people. 


Which they also do as you can see from this Youtube ad example where they talk about the use cases for podcasters (yes, I was watching videos about podcasting gear and which mic to buy)


Miro - LinkedIn Ad Example 7


Offer: 

A job application at Miro to become a recruiter

Landing Page: 

A Linkedin Application Page

Message: 

Find out how much Miro recruiter Ann loves a job that loves her back. Click below and discover what Miro can offer you as its next recruiter.

Headline: 

Become your next best recruiter today.

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️⭐️⭐️

Objective: Recruiting - Application

Industry: Saas

Type of ad: Image Ad

This Ad Stands Out Because…

I know, I know. Not really a lead generation ad. But then again, an emerging topic is where lead generation tactics are not only used for prospects, but also for recruiting.

In fact, in recent years, I ran a ton of these campaigns due to talent shortages in the digital marketing industry. 

For this ad, I am a huge fan of the visual. Yes, it’s designed (which is mostly against my style), but it draws you in and leaves you with a smile. Leaving that first great impression for people that are actually looking for a job or making the switch. 

On top of that, a great job has been done by putting a real human forward to get acquainted with the team upfront. 

In our campaigns, when doing our interviews we noticed most people loved the fact that we were very open in which team they will be working with and what the team members were. This way the applicants could actually get a good picture of the job, team, and company before applying for the job. This can be done just with a text or by adding them to the vacancy page like this. 


Salesforce - LinkedIn Ad Example 8



Offer: 

Get a free report on the latest 2021 trends in Sales Ops

Landing Page: 

Yes. It comes with an opt-in. Which, if you really want to check it out, looks like it was designed way before 2021 if you ask me. 

Message: 

3 best practices for sales success in 2021

- Keep a close eye on deeper customer insights

- Automate tasks to get you back in front of your customer

- Be flexible. Stay ready to adapt during these evolving times


Headline: 

Trends in Sales Ops: Download Report 

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️

Objective: Lead Generation

Industry: Saas

Type of ad: Image Ad

This Ad Stands Out Because…


I always like ads with ‘trends’ as they really resonate with more senior people within the company to add to their plan of attack for the coming years and of course, see if you didn’t miss anything. It sells the future you. On the other note, the copy that goes with it is really fluffy (things that most people already know) like ‘keep a close eye on customer insights’. Duuuh.

Also the visual is probably outsourced to a designer firm or internally to make something pretty while it clearly doesn’t add anything to the bears pointing towards the sky and not the copy (which is already a conversion killer). The perfect example of how design and ‘branding’ can actually kill your conversions by making what I call ‘stupid enterprise pretty’. Everybody in the organization is going to like it because it’s on-brand, but the results are going to be far from optimal. Yes, if somebody from Salesforce reads this, it’s a bet. 


Oracle - LinkedIn Ad Example 9



Offer: 

Get the research report that goes through sellers’ top complaints about their job and learn how these complaints impact your business. 


Landing Page: 

Yes


Message: 

The cost of outdated tech is sellers’ productivity & work-life balance. Read the research report to understand sellers’ top complaints about their job and how these impacts your business.

Headline: 

86% of sellers are at a breaking point with their tools

Click here to view the ad in real-life.

Rating Offer: ⭐️⭐️⭐️⭐️⭐️

Rating Message: ⭐️⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️

Objective: Lead Generation

Industry: Saas

Type of ad: Image Ad

This Ad Stands Out Because…

What I like about this ad is the fact that it uses the 86% in its headline to be more specific about how many actually do XYZ. Even if these numbers are made up. 

What I miss here is that you’ll probably know the complaints but you actually don’t know how you’ll be able to solve them. To dive deeper into this I would suggest to create ads with complaints most sales leaders can relate to in order to attract the attention of the LinkedIn user. 

As mentioned before, I really don’t like it when in the design there is a CTA (personal). A waste of space as the CTA is already there. 

I would also enlarge the picture for people to better read the report instead of trying to zoom in or wondering if you are becoming blind. As mentioned earlier, I would have picked and shown some other parts of the report to showcase what the people can expect to see. 


Bonus Hubspot - LinkedIn Ad Example 




Offer:  

No direct offer. An indirect offer is to join Hubspot.

LandingPage: 

No 

Message: 

What people want from the companies they work for has dramatically changed. That's why we recently updated our Culture Code to better reflect the new world we're living in.

Headline: 

No headline

Click here to view the ad in real-life.

Rating Offer: ⭐️

Rating Message: ⭐️⭐️⭐️

Rating Creative: ⭐️⭐️⭐️⭐️⭐️

Objective: To Inform / hire new people

Industry: SaaS - CRM 

Type of ad: Image Ad

This Ad Stands Out Because…

This ad has a great inspirational message for today's workforce. It works very well to attract new talent who share a similar world vision. Also, communicating the old versus new is an effective and thought-provoking way to create a memorable ad. Tech companies love using it as they usually promote using their software instead of using legacy products or ways of working.

That’s it. 

I hope a few of these examples gave you some nice ideas on how to create your next Linkedin Ads Campaigns while also understanding what pitfalls to look for when creating or briefing them. 

Is there any Linkedin Ads you saw passing by which should be added to the list? 

Let me know in the comments!



December 30, 2021

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