LinkedIn thought leader ads are here, and they are dominating feeds and ad accounts across the globe. In this quick article, we will cover some great examples of what they look like and how the best are leveraging them.
LinkedIn Thought Leader Ads offer an effective means of expanding your content’s reach to prospects with a genuine interest in the topics you write about. Strategically positioned in the user’s feed, these ads are tailored to engage people from specific industries, job roles, or geographic regions.
In this article, I will take you through select LinkedIn Thought Leader Ad examples, showcasing successful campaigns executed for Impactable and other clients. Additionally, I’ll provide brief, insightful commentary on how you can use a similar approach to boost your LinkedIn advertising efforts. Let’s get started!
Example 1 – Compelling Intro
I recently designed and executed a cold-layer, text-only ad campaign for Impactable to expand our reach to potential customers unfamiliar with our brand.
These ads serve as the initial touchpoint between our company and potential customers, underscoring the importance of making a positive first impression. I start by drawing people in with a compelling hook—”If I were to start from scratch, here’s how I’d take a startup from zero to a million dollars in annual revenue.” This isn’t your typical “pick us, choose us, hire us” ad that I often come across from agencies like ours.
I sidestep the hard-selling routine and only mention Impactable and our services towards the end. Since the intention is to captivate a broader audience, not exclusively those keen on LinkedIn ads, I also lean more toward general marketing.
At the heart of this strategy lies thought leadership: I recognize the pain points faced by my target audience, comprising B2B decision-makers seeking growth for their startups, SMEs, and enterprises. I then propose educational, explanatory solutions that they can readily implement. This helps build credibility, and gradually, people start seeing me as someone with experience and expertise. The gradual build-up of credibility paves the way for a more meaningful and engaging connection with prospects.
Finally, I include some useful links at the bottom for those who want to dig deeper. As for the results, things are looking pretty good on the feedback front. We’ve reeled in a few conversions through this ad. Nice little win, I’d say.
Example 2 – Catchy Image
Here comes another cold-layer ad, however, this one has an image accompanying the text. Many people will prefer the opening on this one, where we lay out who we are, what we specialize in, and just how much experience we bring to the table.
It’s a no-nonsense, straightforward statement emphasizing that we are a distinguished LinkedIn Ads agency with a substantial track record of managing high-value accounts and orchestrating successful campaigns. What follows is a stream of actionable advice—a deliberate move aimed at fostering trust and credibility—that will particularly resonate with prospects already familiar with LinkedIn Ads.
People who have not used LinkedIn Ads may not find this as interesting or engaging, but it can still be a helpful introduction to what they can achieve with the platform.
Example 3 – Behind-the-Scenes Look
This ad is a little different—we decided to give our prospects a behind-the-scenes look at how we achieve outstanding results with LinkedIn ads. The image provides a snapshot of our complex advertising framework, showcasing the interconnected elements that make it work seamlessly. I leverage the caption to offer a step-by-step walkthrough for implementing a successful LinkedIn ad strategy intended to help those who are currently running LinkedIn ads or are seriously considering doing so.
Much like the other examples on this list, this ad was crafted with the intention of reaching out to new, cold audiences. When paired with thought leadership content, it effectively positions your brand as the trusted expert in the industry, solidifying you (and, by extension, your brand!) as the ultimate authority in the realm of LinkedIn ads.
Example 4 – “Comment for Access”
The “comment for playbook” approach used in this ad capitalizes on the principles of reciprocity and exclusivity to enhance engagement and drive conversions. When you invite prospects to comment in exchange for access to a valuable resource, a sense of reciprocity is invoked—people are motivated to engage with your ad post due to the perceived value they’ll gain. This engagement not only increases organic visibility but also broadens your reach while helping you nurture the generated leads to conversion. In addition, the appeal of having access to an otherwise guarded resource adds an element of exclusivity, further incentivizing participation.
While ideally more suited for a cold campaign, its current implementation is in retargeting due to approval limitations. Nevertheless, its value remains evident, as it has consistently outperformed my prior 90-day retargeting campaign.
Example 5 – Real Results Snapshot
In a previous ad, I shared a strategy flowchart with our target audience. Here, I’m taking it a step further by revealing a snapshot of our campaign manager—the nucleus of our day-to-day operation—and inviting prospects to explore real numbers to develop a more practical understanding of our approach. I’ve incorporated short annotations that offer contextual insight into our comprehensive full-funnel conversion tracking system, including key performance metrics such as total ad spend and total conversion value.
I deliberately highlight how Impactable achieved a 6x growth since the start of this year. This accomplishment serves as a strong testament to our subject matter expertise and offers a tangible demonstration of our proficiency in devising successful LinkedIn campaigns.
It’s important to note that this is our top-performing retargeting ad and received a fair bit of engagement (especially comments!). Let’s take a look at the numbers.
Example 6 – Resonating with the Target Audience
One of the noteworthy aspects of this ad we ran for our client, Hardhats, is its emphasis on personalization. The brand establishes an immediate rapport by referring to the target audience as “the modern-day subbie,” a term widely recognized among contract workers. The ad then discusses how workers using employer-provided vans for job site travel presents accounting and management complexities for construction owners.
What makes this ad effective is its ability to directly confront the primary challenges and pain points experienced by prospects. It provides a clear and concise overview of these issues while also offering potential solutions and insights into the Hardhats’ services.
In the past, a significant portion of the client’s conversions has been attributed to similar text-only ads, and the trend continues with this particular ad. Since its launch three months ago, Hardhats has already generated four conversions.
Example 7 – Free Resource
This ad, featuring our client, Matt Phillips, masterfully combines both organic and paid strategies to attract potential customers. It gives prospects a sneak peek of a valuable resource while prompting them to sign up for complete access. You’ll notice that Matt shares the first page of his “Sales Metrics Cheat Sheet” and highlights its relevance for Sales professionals. He also provides a clear overview of the resource’s content, including the specific metrics it covers, ensuring transparency for those considering signing up.
Previously, we explored another example where a brand shares a gated resource in exchange for audience engagement. In my experience, this approach represents a creative and impactful way to harness the potential of LinkedIn ads. I’ve also found that within this context, content such as case studies and expert insights consistently garners substantial attention and engagement. The ad also has proven to be an effective lead magnet for Matt, skillfully guiding users to a dedicated landing page.
Conclusion
Thought leader ads can be a powerful tool for businesses of all sizes. When used correctly, they can help businesses achieve their marketing goals, such as increasing brand awareness, generating leads, and building credibility. They can foster a deeper connection with the target audience by engaging with them on a personal, more meaningful level.
Whether you’re an experienced marketer or new to LinkedIn, I hope this article provides you with the necessary insights, strategies, and best practices to create thought leader ads unique to your goals and audience. If you have more questions, don’t hesitate to contact an Impactable rep for further assistance. Book a demo!
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