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How to craft effective ad copy for LinkedIn Ads

If B2B marketing is your primary focus, then LinkedIn is the platform you absolutely need to be utilising. LinkedIn is an incredibly powerful platform for businesses to connect with professionals and promote their products or services. With over 774 million members, LinkedIn provides businesses with a unique opportunity to reach a highly targeted audience. LinkedIn Ads, in particular, are a great way to reach potential customers and generate leads. However, crafting effective ad copy for LinkedIn Ads requires a different approach than other social media platforms. In this guide, we will share some tips on how to craft effective ad copy for LinkedIn Ads and help ensure that you are getting the most out of your investment!

Understand your target audience

Before you start creating ad copy, you need to have a clear understanding of your target audience. Who are they? What are their pain points? What are their goals? Answering these questions will help you create ad copy that resonates with your target audience. For instance, if your target audience is e-commerce businesses, your ad copy should highlight how your product or service can make their job easier. For example, the below Shopify ad immediately attracts attention in highlighting how shopify can ease time-consuming tasks for a business.

Shopify linkedin ad example

Use a clear and concise message

When it comes to ad copy, less is more. You only have a few seconds to grab your audience’s attention, so your message needs to be clear and concise. Focus on the benefits of your product or service and how it can solve your audience’s problems. Avoid using technical jargon or buzzwords that may confuse your audience. The below example of an ad run by Amazon Web Services stand out immediately with their “save you 45%” copy. This is attractive and engaging, immediately drawing the user in. 

amazon Linkedin Ad example

Use persuasive language

Your ad copy should use persuasive language that motivates your audience to take action. Use action-oriented language, such as “Sign up now” or “Get started today,” to encourage your audience to take action.

Include a call-to-action

Every ad copy needs a call-to-action (CTA) to encourage your audience to take action. Your CTA should be clear and specific, such as “Sign up now” or “Download our eBook.” Make sure your CTA stands out by using contrasting colors or bold fonts.

Highlight your unique selling proposition

What makes your product or service different from your competitors? Highlighting your unique selling proposition (USP) can help you stand out in a crowded marketplace. Your USP should be clear and compelling, such as “No-one knows TikTokers better.”

Linkedin Ads Example

Test and optimise your ad copy

Creating effective ad copy is not a one-time job. You need to test and optimise your ad copy to improve its performance. A/B testing different ad copy variations can help you identify what resonates with your audience. You can also optimise your ad copy by reviewing your analytics and making data-driven decisions.

By following these steps you can craft effective ad copy for LinkedIn Ads that resonate with your audience and generate leads for your business. Digital 24 can help you create effective ad copy that drives results on LinkedIn and other social media platforms, to find out more about how we can help, get in touch


Picture of Donna Barton

Donna Barton

I'm Senior Performance Marketing Specialist at Digital 24. I'm an analytics nerd with a passion for diving into data. When I'm not analysing data, you'll find me working on advertising across channels including Google, Facebook, Instagram, LinkedIn, TikTok and X.