9 Ultimate LinkedIn Ads Trends for B2B Marketers

If you’re running LinkedIn ads, you know the platform’s always evolving. At Impactable, we’ve been deep in the trenches, managing hundreds of campaigns for our clients, and we’ve spotted some trends that are really shaking things up.

Let’s examine these nine trends reshaping the LinkedIn advertising landscape. Whether you’re a seasoned pro or just getting started, these insights from our agency’s playbook could be the key to taking your campaigns to the next level.

1. LinkedIn Thought Leader Ads: Making Ads That Don’t Look Like Ads

LinkedIn thought leader ads are blowing up right now. Why? They don’t scream “ad” like traditional sponsored content. Instead, they look like regular posts from a personal LinkedIn profile. It’s a sneaky way to get your message across without setting off people’s ad radar.

Here’s why:

• They feel more authentic
• They put a human face on your brand
• They let you show off your team’s expertise

How to use them:

• Great for retargeting prospects who already know you
• Try video content featuring your team members
• For cold audiences, have your leadership share what your company’s all about

More about LinkedIn Thought Leader Ads:

• LinkedIn Thought Leader Ads 101
• 7 High-Performing LinkedIn Thought Leader Ads Examples
• 8 Game-Changing LinkedIn Thought Leader Ads Strategies
• LinkedIn Video Thought Leader Ads
• Pairing B2B Demand Gen Videos with LinkedIn Thought Leader Ads

2. Text Ads: Cost-Effective Brand Awareness

Don’t sleep on LinkedIn text ads. They’re cheap, they’re simple, and they work. These little guys show up on the right side of the feed, and they’re killer for staying top-of-mind.

Why they’re awesome:

• Super low cost per impression (we’re talking 60-80% less than image ads)
• You can run a ton of them without breaking the bank
• Perfect for testing different messages quickly

How to leverage them:

• Link to all sorts of content – your YouTube, guides, whatever
• Use them to boost your main feed ads’ performance

3. Ad Scheduling: Timing Is Everything

Alright, you’ve got your ads, but when should you run them? This is where LinkedIn ad scheduling comes in handy. It’s all about showing your ads when your audience is actually online and ready to engage.

What I’ve learned:

• Weekdays usually outperform weekends on LinkedIn
• The sweet spot? Often between 7 PM and 10 PM
• Late-night ads? Not so hot. People aren’t in a business mindset at 2 AM.

Pro tip: Use a tool like DemandSense to get hour-by-hour data. You’ll see exactly when your ads are killing it and when they’re falling flat.

4. AI for LinkedIn Ads: Work Smarter, Not Harder

AI is changing the game in LinkedIn advertising. It’s like having a super-smart assistant that never sleeps.

Here’s where AI is crushing it:

• Brainstorming ad ideas
• Churning out ad copy variations
• Refreshing old content
• Editing videos (check out Descript – it’s a game-changer)
• Crunching performance data

My advice? Start with AI tools for content creation and analysis. It’ll free up your time to focus on strategy.

5. Messaging and Conversation Ads: Getting Personal

These ads land right in people’s inboxes. It’s like cold outreach, but way more targeted and effective.

Two flavors to try:

• LinkedIn Message Ads: Simple, direct messages
• LinkedIn Conversation Ads: Interactive, choose-your-own-adventure style

How to nail it:

• Use these for retargeting, not cold outreach
• Personalize based on audience segments
• Choose your sender wisely – make sure they match the message

6. Flipping Lead Gen to Retargeting: Quality Over Quantity

Here’s a trend I’m seeing with more mature companies: They’re moving away from pure lead gen and leaning into retargeting. It’s all about nurturing those warm leads.

How to make the switch:

• Start sending some of your lead gen traffic to your website
• Convert a few lead gen campaigns into retargeting campaigns
• Focus on people who’ve already shown interest

The payoff? Better quality leads and often a 20-30% drop in cost per lead.

7. ABM: Getting Laser-Focused

Account-Based Marketing on LinkedIn is evolving. It’s not just about targeting companies anymore; it’s about hitting different people in those companies with tailored messages.

Key components:

• Dynamic lists for pinpoint targeting
• Retargeting to keep your brand front and center
• LinkedIn’s killer filtering options

Pro tip: Use LinkedIn’s Insight Tag. It’ll give you a goldmine of data about who’s visiting your site.

8. LinkedIn + Google Ads: The Power Couple

Combining LinkedIn ads with Google ads? That’s where the magic happens. You’re catching people at different stages of their journey.

How to do it:

• Use Google for those high-intent searches
• Retarget those folks on LinkedIn to keep the conversation going
• Create an ecosystem where each platform boosts the other’s performance

9. Cracking the Attribution Code

Attribution in B2B is messy, but it’s crucial as we move towards demand gen. Here’s my three-pronged approach:

• Channel attribution: Let multiple channels take credit for conversions
• Self-attribution: Just ask people how they found you
• Software attribution: Use tools, but don’t obsess over the data

Remember, perfect attribution doesn’t exist. Focus on triangulating the truth from multiple data points.

Wrapping Up

There you have it – nine trends that are reshaping LinkedIn advertising. The key is to test these out and see what works for your audience. Don’t be afraid to experiment, measure your results, and adjust on the fly.

Got questions? Want to dive deeper into any of these trends? Our team at Impactable is here to help! Feel free to reach out to us for a consultation or to learn more about how we can tailor these strategies to your specific needs. Together, we can create a LinkedIn advertising strategy that truly moves the needle for your business.