Comprehensive Guide to Creating
High-Converting LinkedIn Ads

Because people see thousands of ads daily, breaking through the clutter and grabbing someone’s attention is quite hard. You have to interrupt a viewer’s thought pattern in a non-annoying way. People will click on your ad to learn more if you pique their interest. However, not grabbing their attention in a second or two can make them move on, blocking you out subconsciously in the future. Therefore, it is best to carefully plan your LinkedIn ads campaign to make the most out of your money.

When writing online ads, the key to success is putting yourself in your target audience’s shoes. Finding their pain points and understanding why they are frustrated is critical. Once you can get into your audience’s head, writing ads that grab their attention instantly and make them comfortable with you and your products comes easily.

This article from the LinkedIn ads agency Getuplead offers a comprehensive guide into the different ads formats on LinkedIn Ads.

1. Get Your Headlines Right

Headlines are important; they are what attract your audience to your ads in the first place. Making your ads enticing and clickable increases your chances of generating healthy leads. According to top copywriters, sitting down with a pad of paper and writing headlines that come to mind till you run out of ideas is the best. Ensure you write at least 30 headlines, even though most of them will be terrible. However, doing a complete brain dump allows you to see a few good ones to test.

Writing down headlines and article summaries that grab your attention and using similar wording to create a compelling headline for your ad is best practice. Usually, copywriters save articles, magazines, direct mail, and newspaper headlines in a swipe file. This file serves as a source of ideas for their ads.


Factors that make your headline more clickable include:

  • Curiosity
    When you start headlines with phrases like “how I…” or “how do I….” it can pique your reader’s curiosity, making them want to read the entire headline.
  • Benefit
    Your headline should provide a clear benefit. This way, you imply that people will learn something new, increasing their competitive advantage. Therefore, your audience will want to find out more by clicking on your ad.
  • Emotion
    Some words trigger emotion, making people respond to them. Using the right words ensures that people click on your ads.
  • Credibility
    People are familiar with credible ideas because they make sense. Hearing “1 + 1 = 2” is credible because it is true. However, when you hear phrases like “how large is this space?” it can be quite uncomfortable because there’s no definitive answer. Therefore, using familiar experts increases your headline’s credibility and tangibility.
  • Expectations
    Setting reasonable expectations in your ad and not over-promising is crucial.

In addition, you can use the ads you receive daily via mail as headlines and ad copy sources. You can create a folder for saving headlines and articles that catch your attention. Reading through your collection before writing a new ad fills your brain with ideas, and writing at least 30 headline ideas become easy

2. Utilizing Images

In advertising, images are as powerful as headlines. Depending on what you’re promoting, images can even be the most crucial aspect of your ad. Using the right image in your ad is about 70% of why people click on ads. Images can make ads stand out on LinkedIn, catching a viewer’s attention. Ensure you use images that are relevant to your ad and offer. Although a deceptive image may catch viewers’ attention, making them click your ad, they will become disappointed if the offer and ad don’t match.

Studies show that using images of a person that shows from the neck up has the best conversions on LinkedIn. Therefore, using a headshot of a professional facing the camera works best. Avoid using casual pictures or ones with silly faces. Your target audience are professional people on a business-oriented site; therefore, use appropriate pictures

3. Targeting Ads

Targeting an audience that your ads will display to is one of the most powerful features of LinkedIn ads. LinkedIn advertising allows you to create specific ads for certain demographics to increase the response rate. Your LinkedIn ad campaign should track results so you can know the ads and demographics that work best. Nevertheless, not all advertisers utilize LinkedIn targeting capabilities, and they display their ads to all job titles. You can increase conversions and minimize advertising costs by creating relevant ads and displaying them to the appropriate audience.

Job function, company, job seniority, location, and country are some criteria for targeting LinkedIn ads. Although finding the perfect targeting for your ad may take some time, you can generate consistent leads and sales once you get the right targeting.

In Conclusion

LinkedIn ads can improve your conversions if you go about it the right way. The most critical factors in your ad are the headline and image. According to online advertising experts, your headline accounts for about 90% of your conversion rate. Not grabbing your audience’s attention with a compelling headline or eye-catching image stops them from reading the rest of your ad or clicking on it.

That said, it is best to exercise patience, test ad campaigns, measure results and find out what works best for your goals.