The Best B2B Ads on LinkedIn
What truly makes a B2B LinkedIn ad stand out?
We analyze the best ads, updated monthly, this is the internet’s go-to resource for the most effective LinkedIn Ads.
LinkedIn Ad Formats We Analyze
- Single Image Ads: Simple, powerful visuals that make a strong impact.
- Document Ads: In-depth, content-rich ads that drive engagement and lead generation.
- Thought Leader Ads: Position yourself as an industry authority with ads that highlight expertise.
- Event Ads: Promote your webinars, conferences, and events effectively.
- Click to Message Ads: Facilitate direct conversations that convert.
- Carousel Ads: multi card ad format
As a LinkedIn Agency ourselves, and having run hundreds of campaigns, we know what delivers leads and awareness, and we want to share our LinkedIn ad tips with you.
Every LinkedIn ad creative is analyzed through the ADPLAN Framework, but rather than cover every point we pick out the ones we think are most interesting in the case of each specific ad.
What does ADPLAN Stand for?
Attention: Does the ad capture and hold the audience’s attention?
Distinction: Is the ad unique and does it stand out from competitors?
Positioning: Does the ad clearly convey the brand’s value proposition?
Linkage: Will the audience remember the brand and its message?
Amplification: What emotional response does the ad evoke?
Net Equity: Does the ad reinforce the brand’s established identity and values?
Ready to up your LinkedIn advertising game? Let’s take a look at real-world LinkedIn Ad Examples:
Brand: Metadata
Ad Format: Single Image Ad
Audience: B2B Marketers
Industry: SaaS
CTA: Sign Up
Date Live: August 2024
- Attention:
The ad effectively captures attention with its bright orange background, a color that naturally draws the eye and stands out against LinkedIn’s typical muted color scheme. The bold text “ABM for Instagram” is clear, concise, and instantly communicates the ad’s focus, ensuring that viewers understand the message at a glance. - Distinction:
The ad distinguishes itself by promoting ABM (Account-Based Marketing) for Instagram, a platform traditionally seen as more B2C-focused. This unique angle makes the ad stand out within the LinkedIn feed, where most B2B ads focus on LinkedIn, Google, or Facebook as primary platforms. - Positioning:
The ad positions Metadata as a solution that allows B2B companies to reach their Total Addressable Market (TAM) on Instagram, suggesting that this is an underutilized but valuable platform for B2B marketing. The inclusion of a 30-day free trial adds an enticing offer that lowers the barrier to entry, encouraging immediate action. - Linkage:
The brand name “metadata.io” is clearly displayed at the top, ensuring that viewers associate the innovative approach with the Metadata brand. The consistent color scheme and prominent logo reinforce brand recognition, although the strong focus on Instagram might slightly overshadow the brand linkage. - Amplification:
The ad leaves a positive impression by offering a clear and attractive benefit—a free trial. It effectively taps into the curiosity of B2B marketers looking to diversify their platform strategy, likely generating a favorable response and interest in the product.
Net Equity:
This ad is consistent with Metadata’s brand as an innovative, forward-thinking marketing tool provider. It reinforces the brand’s image as a leader in B2B marketing solutions by introducing a novel use of Instagram for ABM, thereby enhancing Metadata’s existing equity.
Brand: Vanta
Ad Format: Single Image Ad
Audience: IT and Compliance Professionals
Industry: Cybersecurity/Compliance
CTA: Sign Up
Date Live: August 2024
- Attention:
The ad grabs attention with its bright green background, a color choice that is not common on LinkedIn, making it stand out in the feed. The large, bold text “ISO 27001 Compliance Checklist” immediately conveys the ad’s subject matter, attracting the attention of IT and compliance professionals who are likely to be interested in ISO standards. - Distinction:
This ad differentiates itself by focusing on a niche but crucial compliance topic—ISO 27001. While many ads on LinkedIn revolve around broader business themes like marketing or leadership, this ad appeals specifically to professionals dealing with cybersecurity and compliance, making it distinct in its focus. - Positioning:
Vanta positions itself as a helpful resource in the complex process of achieving ISO 27001 compliance, offering a free checklist to guide companies through the process. This positions the brand as a knowledgeable authority in the compliance space, catering directly to businesses looking to secure their data and meet industry standards. - Amplification:
The ad leaves a positive impression by offering valuable content—a free checklist that addresses a pain point for many businesses. The focus on time and cost savings in the ad copy further enhances the appeal, likely leading to positive amplification among the target audience. - Net Equity:
The ad reinforces Vanta’s brand as a leader in compliance solutions, particularly in the cybersecurity industry. By focusing on ISO 27001, a key compliance standard, the ad strengthens Vanta’s association with trust, security, and reliability, building on its existing brand equity.
Brand: Fleximize
Ad Format: Single Image Ad
Audience: Small and Medium-Sized Business Owners
Industry: Finance/Business Loans
CTA: Download
Date Live: August 2024
- Attention:
The ad immediately captures attention with its bold, contrasting colors and large, clear text. The word “inflation?” is prominently displayed, which is a timely and relevant concern for many businesses, making it hard to ignore. The simplicity of the design, with minimal text, ensures the message is quickly understood. - Distinction:
The ad stands out by addressing a specific pain point—business struggles due to inflation. While many financial services ads might focus on growth or expansion, this ad is unique in targeting a challenge that is currently top-of-mind for business owners. This direct approach sets it apart from more generic business loan ads. - Positioning:
Fleximize positions itself as a solution to a pressing problem. By linking the concept of inflation directly to the need for a business loan, the ad effectively positions their loans as a tool to help businesses navigate economic challenges. - Linkage:
The Fleximize brand is clearly linked to the ad’s message through consistent branding. The logo is visible and reinforced by a Trustpilot rating, which adds credibility. The visual and text elements work together to ensure that viewers associate inflation-related challenges with Fleximize’s loan offerings.
Brand: LucidLink
Ad Format: Single Image Ad
Audience: Video Editors, Post-Production Professionals
Industry: Media and Entertainment
CTA: Sign Up
Date Live: August 2024
- Attention:
The ad captures attention effectively by referencing “The Bear,” a popular and critically acclaimed TV show. The use of a well-known figure from the show, paired with the bold green color scheme, ensures that the ad stands out in a user’s feed. The clear, large text also helps in quickly conveying the message. - Distinction:
This ad is distinct in its approach by leveraging the credibility and appeal of the TV show “The Bear.” While many ads might focus on generic product benefits, this ad ties the product to a popular cultural reference, which not only draws attention but also adds an element of exclusivity and authority to the offering. - Positioning:
LucidLink effectively positions itself as a go-to resource for advanced video editing and post-production knowledge by associating with the expertise behind a high-profile show. This positions the brand as one that provides insider knowledge and tools needed by professionals in the industry. - Linkage:
The ad does well in linking the content to the LucidLink brand, with the brand name prominently displayed. The CTA “Watch now” reinforces the action the brand wants users to take, making it clear that this is a learning opportunity tied directly to LucidLink’s offerings.
Brand: Carta
Ad Format: Single Image Ad
Audience: Startup Founders, CFOs, Financial Officers
Industry: Finance, Equity Management
Call to Action: Learn More
Date Live: August 2024
Evaluation Using ADPLAN Framework:
- Attention:
The ad effectively grabs attention with the direct question, “Is your cap table an asset?” This immediately speaks to a specific pain point that its target audience—startup founders and CFOs—often grapple with. The clean and minimalist design ensures that the message isn’t lost in clutter. - Positioning:
Carta positions itself as the solution to a common issue in equity management. By posing the question and then providing the promise of transforming your cap table from a liability to an asset, the ad positions Carta as a necessary tool for managing equity efficiently and effectively. - Linkage:
The brand logo is clearly displayed and linked to the core message, making it easy for the audience to associate Carta with cap table management. The simple yet strong linkage between the problem (managing cap tables) and the solution (Carta) ensures that the brand is remembered. - Distinction:
The ad distinguishes itself by addressing a niche but critical aspect of financial management—cap tables. Unlike generic financial services ads, this ad focuses on a specific, technical issue, setting it apart from broader financial management solutions.
Brand: GetSmarter
Ad Format: Single Image Ad
Audience: Professionals looking to upskill, MBA aspirants
Industry: Education
Call to Action: Learn More
Date Live: August 2024
Evaluation Using ADPLAN Framework:
- Attention:
The ad captures attention with a professional image of a confident woman, which is likely to resonate with the target audience—professionals seeking to advance their careers. The image conveys both confidence and aspiration, which aligns with the ad’s message of gaining essential business and soft skills. - Positioning:
The ad effectively positions the “MBA Essentials” course as a valuable step for professionals to not only adapt to market changes but excel in any business context. The association with the London School of Economics and Political Science (LSE) adds credibility and prestige, making the offering more compelling. - Linkage:
The branding is clear with the LSE logo prominently displayed. This strong linkage between the course and a prestigious institution ensures that the audience will remember both the brand and the value of the course. - Amplification:
The positive amplification comes from the message that the course is led by renowned academics and focuses on essential business skills. This leaves the audience with a sense of trust and the belief that enrolling in the course will have a significant impact on their career.
Brand: InboxDone.com
Ad Format: Single Image Ad
Audience: Professionals and business owners overwhelmed by email management
Industry: Virtual Assistance Services
Call to Action: Learn More
Date Live: August 2024
Evaluation Using ADPLAN Framework:
- Attention:
This ad grabs attention effectively with a visually exaggerated and somewhat humorous expression of frustration. The bold text “Too Many Emails?” immediately addresses a common pain point for the target audience. The ad uses bright colors and a straightforward visual to stand out in the LinkedIn feed, ensuring it captures the viewer’s eye. - Positioning:
The ad positions InboxDone.com as the solution to email overload, a universal challenge for busy professionals. By offering a clear benefit—staying at “Inbox Zero”—it appeals directly to the desire for efficiency and reduced stress. The positioning is clear: InboxDone.com is the service that can take this burden off your shoulders. - Linkage:
The brand is prominently displayed both in the text and the image. The problem (too many emails) and the solution (InboxDone.com) are linked well in the viewer’s mind, making it easy to remember what the service offers. The logo is present in a way that ensures brand recall after viewing the ad.
Brand: AllianceBernstein
Ad Format: Single Image Ad
Audience: Investors and financial professionals
Industry: Finance and Investment Management
Call to Action: Learn More
Date Live: August 2024
Evaluation Using ADPLAN Framework:
- Attention:
The ad effectively captures attention with a dynamic and unusual image of wildebeest in motion. This visual is likely to stand out in a LinkedIn feed, prompting users to pause and consider the message. The image metaphorically represents a stampede, aligning with the financial theme of market movement and volatility. - Positioning:
The ad positions AllianceBernstein as a thought leader in the financial industry, offering insights into current market trends, specifically the AI sector. The question posed in the text challenges the viewer to consider the implications of AI in the stock market, reinforcing the brand’s role as a guide in navigating complex financial landscapes. - Linkage:
The use of #ABInsights connects the ad to a broader series of content by AllianceBernstein, reinforcing brand recognition and ensuring that viewers link the thought leadership content directly to the company. The visual and text work together to solidify the connection between the brand and its expertise in financial insights.
Brand: LeanData
Ad Format: Document Ad
Audience: Revenue teams, sales, and marketing professionals
Industry: SaaS, B2B
Call to Action: Unlock Full Document
Date Live: August 2024
Evaluation Using ADPLAN Framework:
- Attention:
The ad successfully grabs attention with a clear, bold headline: “The 2024 State of Go-to-Market Efficiency Report.” The use of the year in the title suggests timely and relevant content, which is crucial for professionals looking to stay updated. The design is clean, with a professional image that aligns with the target audience’s expectations. - Positioning:
LeanData positions itself as a thought leader in the go-to-market space by offering a comprehensive report on market efficiency. The inclusion of multiple logos from respected brands in the industry underlines LeanData’s credibility and partnerships, reinforcing trust in the report’s value. - Linkage:
The ad makes it easy to associate the content with LeanData by featuring the brand name prominently both in the ad copy and visual elements. The consistent color scheme and branding throughout the ad ensure that viewers link this valuable resource directly back to LeanData, enhancing brand recall.
