13 Best LinkedIn Ad Examples in 2024

LinkedIn ads are a powerful tool for your brand to reach decision-makers and drive conversions.

You might be aiming for lead generation, product promotion, or brand awareness, and good news is that LinkedIn offers a wide range of ad types and formats for your needs.

In 2024, the competition is greater than ever, so you have to create ads that stand out. In this article, I’ll show you 13 great LinkedIn ad examples and the lessons you can learn to improve your own campaigns.

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What You Need to Know About LinkedIn & Linkedin Ads

Before we dive into the specifics of LinkedIn Ads, let's take a moment to understand the platform itself and why it's so valuable for B2B marketing:

LinkedIn is the world's largest professional network, with over 900 million members across more than 200 countries and territories. It is specifically designed for networking, personal branding and career development.

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Key features of LinkedIn

• Profiles: Users create detailed profiles showcasing their work experience, skills, and accomplishments.
• Company Pages: Businesses can establish a presence, share updates, and engage with followers.
• Content Sharing: Users and companies can publish articles, share updates, and engage with others' content.
• Groups: Users can join industry-specific groups to network and discuss relevant topics.
• Job Board: Companies can post job openings, and users can search and apply for positions.

About LinkedIn Ads

Before we dive into the examples, let’s quickly cover the essentials of LinkedIn Ads:

• Ad Types: Sponsored Content (aka Thought Leadership Ads), Message Ads, Dynamic Ads, Text Ads
• Ad Sizes: Vary based on format, but typically, image dimensions are 1200x627px for single images and 1080x1080px for carousel ads.
• Best Practices: Clear CTAs, clean visuals, personalized messaging, and well-targeted campaigns are essential for high-performing LinkedIn ads.

Do’s and Dont’s for LinkedIn Ads

Here are some key do's and don'ts for creating effective LinkedIn Ads:

Do's:

• Use high-quality images or videos that align with your brand
• Keep your ad copy concise, clear, and benefit-focused
• Include a strong call-to-action (CTA) that tells users exactly what to do next
• Leverage LinkedIn's targeting options to reach your ideal audience
• A/B test different ad elements (text, visual, targeting) to optimize performance
• Create multiple touchpoints with your audience, so that LinkedIn is only one of them. Don’t rely on one touchpoint to convert the audience instantly.

Don'ts:

• Don't use overly salesy or aggressive language
• Avoid using low-quality or irrelevant visuals
• Don't ignore ad performance metrics - use them to continually improve
• Avoid targeting too broadly or too narrowly
• Don't forget to optimize your landing pages for conversions
• Avoid using the same ad creative for extended periods without refreshing

Now let’s dive into the LinkedIn ad examples:

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1. Cognism vs ZoomInfo

• Ad Type: Comparison Ad
• Industry: CRM
• Visual: Simple comparison chart, highlighting key differentiators between Cognism and ZoomInfo. The contrasting checkmarks and crosses make it visually intuitive for the viewer to understand Cognism’s advantages.
• CTA: "Unlock Full Document"
• Key Learnings: Comparison ads work well for positioning your product against competitors. By clearly showing strengths, you build trust and make it easier for prospects to choose you over the competition.

2. AccessiBe – Revenue Growth with Web Accessibility

• Ad Type: Lead Generation Ad
• Industry: Web Accessibility
• Visual: The ad uses bold, professional design with a clear headline that emphasizes "revenue growth." The visual of a revenue graph for 2024 reinforces the messaging.
• CTA: "Download the Report"
• Key Learnings: Combining bold headlines with direct, benefit-focused messaging (revenue growth) creates a sense of urgency and value for the user. This type of ad is excellent for generating leads through gated content.

3. Ramp – $100 Gift Card for Demo

• Ad Type: Demo Incentive Ad
• Industry: Finance
• Visual: The ad uses a humorous approach, featuring a stressed office worker (generated by AI). The playful yet clear copy—"Get a $100 gift card for taking a demo"—adds a strong incentive for action.
• CTA: "Get a $100 Gift Card for taking a demo"
• Key Learnings: Incentive-based ads are effective, especially for demo sign-ups. Pairing humor with a direct incentive draws attention and encourages engagement.

4. AccessiBe – #1 Accessibility App on Shopify

• Ad Type: Product Feature Ad
• Industry: Web Accessibility
• Visual: The clean, professional design emphasizes trust by showing the app’s rating on the Shopify app store. The “Free trial available” note adds extra appeal.
• CTA: None, focus on Awareness & Consideration phases of customer journey
• Key Learnings: Social proof (app ratings, reviews) can significantly boost credibility and encourage clicks, especially when paired with a no-commitment offer like a free trial.

5. Passage by 1Password – Webinar Sign-Up

• Ad Type: Webinar Promotion Ad
• Industry: Security
• Visual: Professional design with a clear CTA ("Sign Up") and details about the webinar. Including images of the speakers helps build authority.
• CTA: "Sign Up"
• Key Learnings: Webinar ads perform well when they provide clear, valuable information upfront (topic, speakers). Including a date and time also creates urgency.

6. ActiveCampaign – 14-Day Free Trial

• Ad Type: Free Trial Ad
• Industry: Marketing Automation
• Visual: The ad uses simple but effective visuals that focus on automation, a key benefit of ActiveCampaign. The "14-Day Free Trial" message is prominently displayed.
• CTA: "Start Free Trial Today"
• Key Learnings: Free trial offers are a staple for SaaS companies. Highlighting the trial length and the fact that no credit card is needed removes barriers to sign-up.

7. ActiveCampaign – G2 Review Comparison

• Ad Type: Testimonial Ad
• Industry: Marketing Automation
• Visual: The use of a verified customer review from G2 adds immense credibility. Highlighting key phrases like "better deliverability rate" strengthens the testimonial’s impact.
• CTA: "See All Reviews"
• Key Learnings: Testimonial ads can drive conversions by leveraging customer trust. Using real customer quotes, especially from trusted platforms like G2, gives prospects confidence in your product.

8. Amplitude – 7% Conversion Increase Case Study

• Ad Type: Case Study Ad
• Industry: Analytics
• Visual: Featuring a testimonial from a VP of Data & Analytics, this ad highlights a real-world success story. The use of a clean and modern design gives the ad a professional edge.
• CTA: "Read the Case Study"
• Key Learnings: Case studies are powerful tools for SaaS marketing, especially when showing specific metrics (like a 7% increase in conversions). Clear data-backed results build credibility.

9. Canva – AI Supercharging Creativity

• Ad Type: Report Download Ad
• Industry: Design
• Visual: The bold headline focusing on AI and creativity, combined with vibrant, creative visuals, makes this ad highly engaging.
• CTA: "Read the Report"
• Key Learnings: Ads that target current trends (like AI in 2024) resonate well with tech-savvy audiences. Eye-catching visuals and data-driven reports create a sense of value.

10. Dovetail – Comparison Ad

• Ad Type: Comparison
• Industry: UX
• Visual: The ad uses soft colors and shows a list of points showing the user transformation before / after using Dovetail.
• CTA: Start Trial (in ad text)
• Key Learnings: Showcase the benefits of using your tool. In this case, it's taking less unnecessary steps when conducting user research.

11. Dashlane – Real-Time Phishing Alerts

• Ad Type: Product Feature Ad
• Industry: Cybersecurity
• Visual: Clean design highlighting the product’s key features such as phishing alerts and unlimited passwords.
• CTA: "Explore Features"
• Key Learnings: For complex SaaS products, highlighting key features with easy-to-understand visuals is essential. This breaks down technical benefits into digestible content.

12. Stripe – 10.5% Revenue Growth

• Ad Type: Product Benefit Ad
• Industry: Finance
• Visual: This ad uses a large, bold percentage to catch attention immediately. The supporting text emphasizes a clear, measurable benefit: 10.5% revenue growth through optimized checkouts.
• CTA: None, focus on driving awareness.
• Key Learnings: Highlighting specific, data-driven results is a powerful way to convince potential customers. Bold numbers and metrics grab attention and offer proof of ROI.

13. Neurons – Turn Ad Attention into Revenue

• Ad Type: Product Feature Ad
• Industry: MarTech
• Visual: This ad uses a combination of colorful product visuals and heatmaps to emphasize how Neurons helps improve ad performance. It connects directly with the needs of marketers who want to boost revenue through better ad performance.
• CTA: None visible, likely driving product interest.
• Key Learnings: Visuals that show the actual functionality of the product (in this case, heatmaps) help communicate the value more effectively. This ad is focused on making the complex simple and relatable.

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Conclusion

LinkedIn Ads are an excellent way for your SaaS company to drive leads, increase brand visibility, and generate interest in their products.

These 13 ads are prime examples of how to create high-converting campaigns that resonate with your target audience in 2024. Take inspiration from these examples and apply the lessons learned to boost your own LinkedIn ad strategy.

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FAQ

How Can SaaS Companies Benefit from LinkedIn Ads?

LinkedIn offers SaaS companies the ability to target decision-makers, run retargeting ads, and build brand awareness within professional circles.

What is the average CTR (Click-Through Rate) for LinkedIn Ads in SaaS?

The average CTR for LinkedIn Ads in the SaaS industry typically ranges from 0.5% to 1%. However, this can vary depending on factors like the ad format, audience targeting, and campaign objectives.

How do I track the success of my LinkedIn Ads campaign?

You can track the success of your LinkedIn Ads by monitoring key metrics such as click-through rate (CTR), cost per click (CPC), cost per lead (CPL), and conversion rate. LinkedIn's Campaign Manager offers in-depth analytics to help measure performance.

What ad formats work best for SaaS?

For SaaS product launches, Sponsored Content, Video Ads, and Lead Gen Forms tend to work well. Sponsored Content helps build awareness, Video Ads can showcase your product features, and Lead Gen Forms make it easier for users to sign up for more information or a demo.

How can I reduce LinkedIn Ads cost for my campaigns?

To reduce costs, make sure your targeting is precise, optimize your ad creatives, and use A/B testing to find the most effective copy and visuals. LinkedIn also allows you to set daily budgets and bid strategies to control costs.

How important is A/B testing for LinkedIn ads?

A/B testing is crucial. Testing different headlines, ad creatives, CTAs, and targeting options helps you identify which variations perform better, allowing you to optimize campaigns and improve conversion rates while lowering costs.

What is a good budget to start with for LinkedIn Ads?

A good starting budget for LinkedIn Ads in SaaS is typically around $3,000–$5,000 per month, depending on your objectives. This allows you to gather enough data to optimize and refine your campaigns over time.

How can I optimize my LinkedIn Ads for higher conversions?

Focus on clear, benefit-driven messaging, use strong CTAs, and ensure your landing pages are optimized for conversions. Additionally, make use of LinkedIn's targeting features like job titles, company size, and industry to reach the right audience.

Can I use LinkedIn Ads to target specific job titles?

Yes, LinkedIn Ads allow for highly specific targeting. You can target by job titles, industries, company size, and even specific companies.

What Ad Formats Work Best?

It depends on your goals, but Sponsored Content aka Thought Leader Ads and Testimonial Ads often perform well, focusing on demo sign-ups, webinars, and free trials.