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Tag: LinkedIn

Cracking the LinkedIn Ads Code: What Works in 2025

Posted on by Will Yuste

We’re going to cut through the fluff and share what works in LinkedIn advertising. After years of testing and optimizing campaigns, we’ve developed strong opinions about each ad format. Let’s dive into the good, the great, and the occasionally frustrating world of LinkedIn ads.

The Heavy Hitters: Feed-Based Ads

Single Image Ads: The Foundation of Success

Look, we get it. Single-image ads might seem basic, but they’re our bread and butter for a reason. The secret? It’s all about matching the message to where your prospect is in their journey:

When they don’t know you, keep it dead simple:

  • Drop the jargon
  • Focus on one clear pain point
  • Show how you’re different (but don’t try to explain everything)

Once they know you? That’s when we love showcasing customer wins and industry recognition. Trust us, it hits differently when they’ve already visited your site.

Video Ads: The Trust Builders

We’re obsessed with video ads for one main reason: they tell us exactly how interested someone is. When we see someone watch 75% of our video, we know we’ve got their attention. Plus, there’s nothing quite like the video for:

  • Explaining complex services
  • Showing your team in action
  • Breaking down complicated topics

Carousel Ads: The Storytellers

Here’s the thing about carousel ads – most people use them wrong. They’re not just for showing multiple products. We’ve found they work best for:

  • Walking through a process
  • Showcasing different aspects of a solution
  • Building a narrative that pulls people in

Document Ads: The Lead Magnets

We love document ads because they’re different. Instead of asking someone to leave LinkedIn, they can consume your content right there in their feed. It’s perfect for:

  • Industry reports that establish authority
  • How-to guides that solve real problems
  • Case studies that prove your worth

Conversation Ads: The Personal Touch

These are tricky to get right, but when they work, they work. The key is hyper-personalization. We’re talking:

  • Industry-specific messaging
  • Role-based pain points
  • Clear, valuable next steps

Spotlight Ads: The Budget-Friendly Option

Nobody talks about these enough. They sit quietly on the right side of the feed, but here’s what makes them special:

  • They’re surprisingly affordable
  • They can be highly personalized
  • They’re perfect for staying top-of-mind

Text Ads: The Silent Workers

Let’s be honest – text ads aren’t that much fun. But they serve a purpose, and they serve it well:

  • They’re incredibly cost-effective
  • They keep you visible
  • They support your bigger campaigns

Our No-Nonsense Tips for Success

Stop trying to sell in cold ads Instead, focus on helping your prospect understand:

  • Why they should care
  • What makes you different
  • What’s in it for them

Match your content to the scroll speed. People scroll fast. Really fast. So:

  • Lead with your strongest point
  • Use clear, compelling visuals
  • Make your value proposition obvious

Test everything, but be smart about it We’re not saying test every little thing. Test what matters:

  • Headlines that grab attention
  • Images that stop the scroll
  • Offers that drive action

The Real Talk About Budgets

Here’s what we’ve learned about spending money on LinkedIn ads:

  • Start with single-image ads to find your audience
  • Use video ads when you need to explain something complex
  • Save conversation ads for your most qualified prospects

What Matters in Measurement

Forget vanity metrics. Focus on:

  • Cost per qualified lead
  • Lead-to-opportunity conversion
  • Return on ad spend

And remember – LinkedIn leads often take longer to convert, but they’re usually worth the wait.

Looking Ahead

The LinkedIn ads platform keeps evolving, and we keep adapting. What’s working right now:

  • Native content that doesn’t feel like an ad
  • Educational content that solves real problems
  • Multi-format campaigns that work together

Success on LinkedIn comes from using different ad types together to talk with your audience. Start simple, measure what works and then do more of what works well! LinkedIn advertising takes time to work well, but when you do it right it helps you reach business customers very effectively!

The Hidden Killer of LinkedIn Ad Performance: Your Company Page

Posted on by Will Yuste

Your LinkedIn ads might be amazing, but if your company page looks like a ghost town, you’re burning money. When prospects see your ad, they don’t always click straight through to your landing page. Instead, some of them do their homework – they check out your company page to see if you’re legit. If what they find looks sketchy, say goodbye to that lead.

YOUR COMPANY PAGE IS YOUR DIGITAL STOREFRONT

Think of your LinkedIn company page as your digital headquarters. When potential customers peek inside, what do they see? An empty room with cobwebs, or a thriving business they can trust? Here’s how to make sure it’s the latter.

FOLLOWERS AREN’T JUST A VANITY METRIC

I’m not going to try and lie to you, if you have less than 1,000 followers, people aren’t going to trust your brand as much as they would if you had 10,000 or more. But that doesn’t mean you should get discouraged; your ads will still have an impact.

However, you need to focus on growing your follower base, and to do that you can use LinkedIn’s invite feature that allows you to invite up to 250 of your connections to follow your page.

CONTENT HELPS BUILD YOUR CREDIBILITY

Companies with inactive pages reduce conversions. When someone visits your page, they should find regular activities, not empty space. Keep in mind that quality is much more important than quantity.

Pin your most successful post to the top of your page. It’s the first thing visitors notice, so make it impactful. If you have a good case study? Pin it. If you got featured in a big publication? Pin it. If you have an expert interview showing off your knowledge? You know what to do – pin it.

USE YOUR TEAM’S PRESENCE

Your employees are a very important asset. When people check your page, LinkedIn shows them trending co-worker content. This helps a lot in building credibility. Active employees show healthy and engaged company – exactly what potential customers want to see.

Get your team posting about:

  • Industry secrets/tips they’ve discovered
  • Projects they’re most proud of
  • Company culture moments
  • Professional achievements

MAKE YOUR NUMBERS WORK FOR YOU

Size matters on LinkedIn, but not how you might think. Your employee count, job postings, and growth trajectory all tell a story. Make sure they’re all up to date.

  • Get every employee to link their profile to your company page
  • Keep your job listings active (even for future positions)
  • Show steady growth in your insights tab

YOUR “ABOUT” SECTION ISN’T A BIOGRAPHY

Stop treating your “About” section like a boring company bio. Turn it into a mini sales pitch. Tell your story, show your personality, and most importantly – make it clear why someone should care about your company.

SHOW OFF YOUR ADVERTISING POTENTIAL

Here’s something most people don’t know: LinkedIn users can see what ads you’re running. No ads? You look small time. Running a solid ad campaign shows you’re serious about growth and have the budget to back it up.

WHAT’S NEXT?

Your LinkedIn company page serves as more than just a profile – it functions as a platform for building trust. Every component must work in harmony to establish credibility with potential customers. If you improve these elements, your advertising effectiveness will increase because customers will have more confidence in their purchasing decisions.

Don’t let a subpar company page undermine your advertising investment. Take steps to enhance it now, and you’ll notice improved conversion results.

Want to learn more about maximizing your LinkedIn ad performance? Make sure your ads are hitting the mark by checking our guide on Quality Scores – because a strong company page is just the beginning. 

LinkedIn Ads: Stop Burning Money and Start Getting Results

Posted on by Will Yuste

LinkedIn Ads are a battlefield. An expensive one. If you’re treating it like a passive advertising platform and think budget alone is enough, then you’re already losing. LinkedIn is not just about pouring money into campaigns, it’s about knowing how to play the system. CPC too high? CTR too low? Bids are consistently draining your wallet? There’s work to be done there.

In this guide, you’ll learn how to take control of your ads and make every dollar you pour into them work harder. I’ll break down how to get ahead of the LinkedIn auction system, lower your CPC, and make campaigns that boost your CTR. I’ll also throw in some advanced bidding strategies from industry experts. Keep on reading and find out.

LINKEDIN’S AUCTION SYSTEM

Being the highest bidder won’t help you here, being the smartest bidder, however, will. Most advertisers (especially the ones with deep pockets) waste their budgets because they don’t get how the system works. Don’t be like most advertisers. LinkedIn rewards relevance over raw spend. They consider both your bid and your relevance score when deciding who wins the auction. A high quality, relevant, and well thought out ad can outcompete higher bids any day of the week.

If you want to win here, you have to start with good targeting. Instead of trying to cast the widest net, be specific with who you want to show your ads to. 

Job titles, Industries, Company sizes, Geo locations…

You can filter by all of those and end up with a much smaller audience that you know is a good fit for your product/service. Broad targeting will kill your budget because it inflates your CPC by making you compete with irrelevant advertiser

Always opt for manual bidding and set your own budgets. Don’t let LinkedIn guilt trip you into wasting more money than needed.

HOW TO LOWER YOUR CPC WITHOUT KILLING PERFORMANCE

If your cost per click is way up in the sky, it means you’re not getting as much as you could out of every dollar you spend. Lowering the CPC doesn’t mean cutting corners. It just means using the right means to optimize your campaigns.

One way to immediately reduce CPC is what I’ve mentioned before, making your audience smaller. 

A smaller, highly targeted audience leads to less competition and ultimately lower costs. But that’s not all there is to it. Engagement matters too. A lot. LinkedIn will reward you for running ads that drive interaction. 

That means you should primarily be focused on making creatives that people actually want to click on and interact with. The higher your click through rate(CTR), the less LinkedIn charges you per click.

Another key strategy: Retargeting. Warm audiences, in other words, people who’ve interacted with your campaigns already, or visited your website. They’re the ones that are way more likely to convert and are cheaper to convert than cold leads. Use LinkedIn’s Matched Audiences feature to retarget these people with more personalized ads that’ll move them closer to a conversion.

MAXIMIZE YOUR CTR

Click-through rate is the bread and butter of your ad campaign, not just a metric you can glance over and think nothing of it. If your CTR is high, it means LinkedIn’s algorithm loves your ad, and you’ll end up paying less per click. Low CTR means you’re pretty much just wasting money and barely making an impression.

You can start by taking a look at your ad creatives and fixing them. Headlines need to grab attention and clearly point out what value you’ll bring to the user if they decide to click on your ad. For the love of God, avoid the generic corporate-speak BS. Be direct and specific with it. 

“Cut your ad costs in half with these proven LinkedIn strategies” will beat “Learn more about LinkedIn ads…” every single time.

Next, rethink the visuals you’re using. Bland stock photos are absolutely not the way to go in a feed full of decision makers. Instead, you should be using clean, professional imagery or simple graphics (not the corporate ones) that make sense combined with your brand’s message. Authenticity is king here.

Finally, make sure your Call to Action is clear and direct, not vague and generic. “Learn More” is pretty much as weak as it gets with CTAs, try something like “Get the Strategy Now” or “Boost Your ROI Today”.

BID SMARTER

Bidding isn’t just about throwing money into the system. It’s about knowing how much and when to bid to maximize your impact.

LinkedIn offers both CPC (cost per click) and CPM (cost per mille, or cost per thousand impressions) models.

If you’re just starting out as a newbie, or you’re testing out some new campaigns, stick to CPC for better control. It lets you pay only when someone clicks, which means your budget won’t be spent on negligible results.

When your CTR improves, you can consider testing CPM bidding for a broader reach. But before you do this you should check out LinkedIn’s suggested bid range, however, take it with a grain of salt, they’d like nothing more than to squeeze more money out of you. Feel free to bid slightly below the recommended range and if your ad is good, you’ll still win the auction.

AD FATIGUE

Ad fatigue is a silent killer of LinkedIn ads, frankly any ads for that matter. If you’re running the same creative for weeks, or even months on end, and wondering why your CTR went below sea level, you’re witnessing it firsthand. Ad fatigue happens when your audience sees your ad so often they get sick of it and stop engaging with it, or even worse, they start ignoring your brand completely because of it.

In short: Keep your ads fresh, test new formats, keep your audience engaged.

LET’S SUM THIS UP

LinkedIn Ads aren’t about spending more, they’re about spending better and smarter. If you understand the auction, lower your CPC, up your CTR and bid strategically, you can turn them into an insanely good revenue driver.

Stop throwing more money at the problem hoping it fixes it. Start implementing these tips and you’ll see your campaigns go from money pits to money printers.

How Do I Increase My Quality Score for LinkedIn Ads?

Posted on by Will Yuste

In short: Your LinkedIn ads suck because your Quality Score sucks. It’s not LinkedIn’s fault, it’s yours, and chances are your poor score is dragging your campaigns down like an anchor.

Why should you care about this? A low Quality Score means higher costs, fewer eyeballs on your ads, and a lot of wasted budget. But before you beat yourself up, it’s not the end of the world and fixing your score isn’t rocket science. Just a few tweaks in the right spots and you can turn your underperforming creatives into a lead-gen machine.

Let’s check out what’s tanking your score, how you will fix it, and how to start running ads that actually deliver. (Spoiler: It’s not as hard as you think).

WHAT EVEN IS LINKEDIN’S QUALITY SCORE?

It’s LinkedIn’s way of telling you how good (or bad) your ads are. It’s pretty much a behind the scenes ranking system that measures how relevant and engaging your ads are for your specific audience. The higher your score, the less you’ll pay for clicks and the more LinkedIn will show your ads to the right people.

What makes up your Quality Score: 

  • Relevance: Are your ads hitting the audience you want them to, or are they skipping past your content faster than a boring tv show?
  • Engagement: Do people actually click, comment, or share your stuff? Nobody likes a dead post.
  • Landing Page Experience: If someone does end up clicking, does your landing page deliver on your ad’s promise, or does it look like it was designed while dial-up was still a thing?

A low Quality Score means you’ll be paying more, reaching less people and getting weaker results. I don’t think you want any of these.

HOW DO I BOOST MY QUALITY SCORE?

Glad you’re sticking around, think about it like this: You wouldn’t sell snowblowers to people in Miami, so stop throwing ads at people who aren’t your audience. In short: USE TARGETING! 

Focus on job titles, industries and seniority levels that match up with your Ideal Customer Profile (ICP)

Exclude irrelevant groups. More isn’t better – more precise, however, is.

Use Matched Audiences for retargeting website visitors or upload your own contact lists (Webinar attendees, phone numbers, emails…).

If your targeting is too broad, you’ll be showing ads to the wrong people which is pointless. Tighten it up, unless you enjoy burning money.

Don’t Overlook Dwell Time


Here’s a quick one: LinkedIn now shows Dwell Time, a metric that tracks how long someone “dwells” on your ad, in other words, how long they watch your ad without interacting. A higher Dwell Time shows engagement, thus boosting your Quality Score. To improve it, use visuals that grab attention, interactive formats like carousels, and headlines that make people pause and take notice. It’s a really subtle stat, but it’s got big potential, so don’t ignore it.

YOUR ADS NEED TO BE ENTERTAINING

  • Boring ads don’t just get ignored, they get punished. To boost your Quality Score, your ads need to stand out:
  • Use Thought Leader Ads: Let your execs talk directly to your audience. People trust people way more than they trust brands.
  • Keep it visual: Short form video content, vibrant images (no soulless corporate infographics) or GIFs. They grab a lot more attention than walls of text.
  • Hooks: Start with some kind of question, bold claim, or shocking stat that makes the user stop scrolling. Example: instead of “Our product is the best for teams..” try “Your collaboration tools are killing productivity…”

What happens after someone clicks your ad?

Ever click on an ad promising a solution, only to be met with a generic website homepage? Yeah don’t do that. Your landing page needs to deliver exactly what your ad promised or else you’ll get a lightning-fast bounce. Make sure your page loads fast, people these days do not have the attention span to wait for your slow page to load. Optimize it. 

Pro Tip: LinkedIn’s algorithm adjusts as your ads perform better. The more optimized your campaigns, the better your Quality Score gets over time.

Quick tips for instant improvements

If you’re short on time but need results fast, try these tips:

  • Improve your headlines: Make them sharp, direct, and impossible to ignore
  • Tighten your targeting: Stop wasting your ad budget on irrelevant audiences
  • Start using Thought Leader Ads: This isn’t even negotiable anymore, if you want results, start using this ad format and you’ll se a lot more engagements
  • Upgrade your landing page: Make sure it’s relevant to your ad, make sure it loads fast (utilize SEO) and make it action-oriented.

FINAL THOUGHTS

Your quality score is not just a random vague metric, it’s what separates you from low-cost high-impact advertising. A higher score will let you spend less cash, reach more potential customers, and potentially convert a good number of those.

If your ads aren’t performing as well as you’d like them to, throwing more money at them just isn’t gonna cut it. Instead, fix your targeting, make ads that people actually like engaging with, and have a landing page that can live up to the hype you produce.

LinkedIn WILL reward your effort and creativity, not laziness. So, stop settling for mediocre ads.

The No-BS Guide to Scalable Revenue

Posted on by Will Yuste

Here’s the cold hard truth: most startups fail because they don’t know how to scale. You might have an amazing product, and an even better pitch, but that’s just not the issue here. It’s your inability to turn potential into predictable revenue. Harsh? Maybe. But the good news is that building scalable revenue channels is not magic, just good strategy.

If you’re chasing growth but keep hitting a wall head-on, you’re playing the game wrong. Stop throwing stuff and hoping something sticks. 

Let me teach you how to identify revenue channels that are worth your time, optimize them for max growth and avoid some common mistakes that are holding most startups back.

STEP ONE: STOP CHASING EVERY SHINY THING

Before we get into tactics, let’s get one important thing straight: not every revenue channel is scalable!. Trying to get everywhere at once is like running on a treadmill, sure it feels like progress, but in reality you’re not going anywhere. Instead, you should focus on channels that meet these 3 criteria:

  • Low Marginal Cost
  • Repeatability
  • High ROI

If the channel doesn’t check these boxes, it’s time to drop it.

TOP SCALABLE CHANNELS YOU NEED TO OWN

Content Marketing That Converts

Content that drives traffic, converts leads, and keeps doing that without constant tweaking. Blog posts, videos, and downloadable guides are a good starting point, but the real magic happens when you master SEO – your  content needs to stay at the top in search rankings and bring in consistent organic traffic. 

Pro tip: Don’t just write. Repurpose. A good enough blog post can become a podcast episode, social media snippet, and an email sequence.

Affiliate Marketing

Why do the heavy lifting when other people will gladly do it for a commission? Make an affiliate program that will incentivize bloggers, influencers and other business to promote your product.

Paid Ads (That don’t drain your budget)

Paid ads are scalable if you’re smart about them. A well optimized campaign on platforms like LinkedIn, Google, or Facebook can pull in leads way faster than other channels.

  • Don’t play the guessing game. Test your ads. A/B test your headlines, images and CTAs.
  • Use retargeting to reach people who are already familiar with your brand. Those are the ones most likely to convert.

LinkedIn

With Google Ads you’re capitalizing on search intent, but LinkedIn lets you target decision makers based on job title, company size, industry… This means that instead of waiting for demand to knock on your door, you can create it.

And don’t forget retargeting. Re-engage the visitors who come to your site from Google Ads on LinkedIn. Make campaigns that can push them down the funnel and you’ve just built a powerhouse for scaling your business.

Automated Email Campaigns

Email is not dead! Far from it. You should be building sequences that nurture your leads, onboard customers and drive repeat purchases. All automated. The ROI on email marketing is insane because it’s direct and personal, plus it costs next to nothing if you set it up correctly. The key to making this work is personalization. Nobody wants to read your generic emails. Use segmentation and tailor your emails to your audience’s needs, wants, and behaviors. If you pair this up with LinkedIn’s Matched Audiences feature, you can be even more specific with your targeting and get some pretty (positively) surprising results.

SaaS or Subscription Models

Nothing screams scalability like recurring revenue. Be it software, subscription boxes or access to exclusive content, the goal is the same. Create a model where customers are paying you consistently. You can offer a free trial to get someone through the door, and then focus on retention as much as you did on acquisition. Churn will kill your profitability.

You can also target your existing customers with opportunities to upsell them or try to re-engage the ones with the highest risk of churn.

OPTIMIZE YOUR REVENUE CHANNELS

Once you’ve chosen your scalable channels, it’s time to optimize them:

Start using data to your advantage

Track everything. I mean everything. Traffic, clicks, conversions, lifetime value… if it can be measured, measure it. Use analytics tools to understand what’s working and what’s wasting your money and time.

Automation is your best friend

Use it wherever you can, be it email sequences, support chatbots, your customer relationship management (CRM) software, automation frees up your time so you can focus on scaling instead of sweating about the tiny stuff.

Double down on stuff you know works

If you see that one particular channel is outperforming others, start pumping more resources into it. Growth is all about doubling down on success, not going after mediocrity.

COMMON SCALING MISTAKES TO AVOID

Yes, scaling is about growth, but that growth needs to stay sustainable. Else you risk spending all your money and ending up without any measurable results. 

Budget burnout: If you’re throwing cash at ads without a clear ROI plan, might as well be using that money as a heating source.

Ignoring your ICP: Without using your Ideal Customer Profile to target the right audience, you’re shouting in a public place and hoping someone is interested.

Overcomplicating Systems: Simplicity scales. Over-complexity kills.

IN CONCLUSION

Scaling isn’t just about doing more, it’s about figuring out what works best, and then doing that better and bigger. The difference between startups that go under and those that end up making it comes down to focus. Use channels that get you predictable, scalable and repetitive growth. Focus on what works for you and cut off anything that isn’t pulling its weight.

The strategies I gave you aren’t just theories, they’re proven ways used by numerous companies that went from scrappy startups to market leaders. Now that you know all this, take what you learned and put it into practice.

How to Get Leadership Onboard With Thought Leader Ads

Posted on by Will Yuste

You probably know all about Thought Leader Ads and how impactful they’ve become, but maybe your boss doesn’t, or they’re just unaware of the benefits of TLA? Whether you just want to be a good employee or you stand to gain something from it, boosting your company’s revenue can never be a bad thing. If you’re wondering how exactly to convince you higher-ups to switch to this ad format, or at least consider it, you clicked on the right article! Let me throw some ideas at you and maybe you get inspired.

THOUGHT LEADER ADS ARE NON-NEGOTIABLE IN 2024

Thought Leader Ads are the way to go until LinkedIn comes up with something even better in the future. I talk in-depth about them in this article. If you don’t want to waste more time reading another article, I’ll explain in short: 

  • Higher Engagement Rates: People want to see people, not your logos or your soulless corporate-style infographics, thus they engage more with the content they actually find appealing.
  • Human Touch: These ads will let your execs tell their story, share some insights or personal takes and connect with their audience in an authentic way.
  • Cost-Effective Lead Gen: By using smart and targeted strategies (more on this here), these campaigns will drive your acquisition costs way down and maximize your ROI.

Sound good so far? Thought so. 

If you haven’t already, I highly recommend reading through my other article that goes in-depth on Thought Leader Ads

SPEAK YOUR EXECUTIVES’ LANGUAGE

Start with the Return on Investment

Execs care about results, pretty simple. Show them the data and evidence: for example, LinkedIn ads have higher close rates than other platforms. Paired with the fact Thought Leader Ads build trust a lot faster, while also costing less. Use projections or results from competitors in your pitch to show them the potential.

Frame it as a low-risk experiment

You’re less likely to get approval for a massive spend on something new, so present it as a pilot project program with a small starting fee ( e.g. $5,000 per month). Even that much is enough to see results in 2-3 months and after they see how good it works, you can scale up from there. 

Show them the advantages

Executives love anything that sets them apart from the competition. Thought Leader Ads have the potential to make your leadership team look like visionaries. This is a perfect opportunity to:

  • Build personal brands
  • Build trust and boost engagement with target audiences
  • Stand out in the sea of corporate noise

Want to see some real-world examples? Check out our playbook on LinkedIn Video Ads and see how other leaders are using these to their advantage.

“I DON’T HAVE TIME TO MAKE ADS MYSELF!”

Okay, valid point, I get it. Your executives are busy, and they’re not going to script and shoot a dozen videos on their own, then fiddle with editing, posting them, hiring more employees just for marketing or any other nuances. 

Enter the Guided Interview, a simple process that turns your execs into LinkedIn stars without taking more than a couple hours of their time.

 What’s a guided interview?

It’s exactly what it sounds like. You get your boss to sit down for a casual, online interview session with a professional who asks them targeted questions about their own expertise, company and industry. Then, the whole interview gets broken up into polished, bite-sized LinkedIn.

No hyper-fixating on scripts, no robotic delivery. Just naturally engaging content.

In under 2 hours, you’ll have enough content for weeks of high-performing short video ads.

WHY THEY SHOULD CARE ABOUT PERSONAL BRANDING 

Executives who invest in their personal brand do a lot more than just boost their ego. They create real business value. Becoming a recognizable, respected voice in their industry makes it easier for them to attract top talent – high performing individuals prefer to work at companies with visionary leadership.

A LinkedIn profile that’s filled with relevant content and followers who engage with almost every post makes it so much easier to close deals with potential buyers. Your personal profile is almost as important as the company profile. 

IN CONCLUSION 

There’s no way around the fact that Thought Leader Ads are the future. They humanize your brand, build trust with your audiences and deliver meaningful results, all while turning your executives into, dare I say it, LinkedIn industry celebrities.

If you’re still debating it (for whatever reason), consider this: Would you rather spend your ad budget on yet another generic, corporate-speak ad campaign with deathly boring infographics, or invest in something new that truly sets your company apart? Choice is pretty obvious if you ask me.

Book a free call to find out how you can start using TLA with our guided interviews and start seeing massive gains from your ad budget in just a few months.

Video Engagement: How To Boost Watch Time in Video Ads

Posted on by Will Yuste

Video ads have become crucial in today’s dynamic digital outlook, for grabbing attention, engaging viewers and making conversions. The Watch Time metric has become a critical measure of success. 

What is Watch Time exactly and how can you use it to maximise the impact of your ads?

This article will open your eyes, let’s dive into it!

What is Watch Time?

Watch Time is a powerful metric that measures the percentage of a video that viewers watch and indicates how well your video content holds their attention. It gives helpful insights into how relevant and engaging your content is to your audience. The higher the watch time is – the more compelling your video ad is.

On LinkedIn, Watch Time is a strong indicator of content quality as it is on other, similar platforms. If the watch time is high, it indicates that your ad is worth sharing, and by sharing it, increasing its reach and visibility. 

Why Is Watch Time So Valuable for Video Ads?

In these crazy times where users are surrounded by various content, taking and maintaining attention is, we must admit – harder than ever. So, a high Watch Time can boost the visibility of your ad, be more engaging, and, finally, lead to higher ROI. Let us show you why Watch Time should be a top priority:

Better Reach: If the watch time is high, that shows that your audience finds your ad valuable. This helps your organic reach get higher. 

Stronger Engagement: When people watch more of your video, they’re more likely to remember your brand and take valuable action.

Better ROI: The Higher the Watch Time – the more engagement your video will get from your viewers.

The Best Strategies to Maximize Watch Time for Video Ads

Here are some reliable techniques that can help you improve watch times and create ads that truly resonate with your audience.

1. Prioritize creating high-quality, relevant content.

When you make a video ad, you should have your audience in your mind. It’s not enough that they are visually captivating; the content itself needs to be suitable and valuable. Find your audience’s specific needs, interests, and sore spots to create a more personalised and effective message. When viewers feel that an ad is “speaking to them”, they’re more likely to stay and watch the full video.

2. Captivating Storytelling

Storytelling is a strong tool for holding the viewer’s attention. Use a narrative that takes your viewers on a journey. Emotional stories, that inspire curiosity, or provide valuable insights can be particularly effective in keeping viewers engaged. Whatever it is, find a narrative style that resonates with your brand and audience.

3. Be Careful With Your Video Length

Length matters in video advertising. Shorter videos generally perform better in maintaining attention, even though it is said that there is no one-size rule for videos. A concise video that delivers value without unnecessary fluff will likely hold viewers’ attention. Experiment with different lengths to find the best for your audience and platform.

4. Make Your Opening Eye-Catching

The first seconds of your video are really important, and use it tactfully. You can try it with a bold statement, a question, or a visually stunning scene. If you have a strong opening it will encourage viewers to stay and watch the video, maybe even until the end. 

5. Implement a Clear CTA (Call-To-Action)

The clearer the CTA is, the better results your campaign will have. If you want them to visit your website, register for an event, or learn more about your brand, your CTA should be clear. A great CTA doesn’t just bring engagement – it can also provide higher conversions.

6. Data Insights Are Crucial To Use

With data insights, you can get a clearer picture of what is working and what’s not in your campaigns. Tracking Watch Time and other useful metrics will show you what is working the best for your videos, and that way you can refine your content for future ads. 

In The End

By keeping your audience engaged you will create stronger and more meaningful bonds, and the way to do it is by creating magnificent videos that will bring excellent results to your brand.  

Get Your Money’s Worth: ROI and Budgeting Tips for LinkedIn Video Ads

Posted on by Will Yuste

Ever feel like running LinkedIn ads is a lot like tossing money into a wishing well? You throw in your budget, cross your fingers, and hope for the best.

Hope isn’t a strategy. Every dollar should give you specific results, and if it’s not, you gotta put it somewhere else. If you’re not tracking ROI and managing your budget, you’re not just wasting money, you’re boosting someone else’s success.

Let’s turn that around. I’ll teach you how to optimize your ad budgets, pick the right bidding strategies and track ROI to make sure every dollar you spend is working for you. No coin tosses or wishing wells required.

SOME BUDGET BASICS YOU NEED TO KNOW

Your budget isn’t just a dollar amount, it’s the tool that determines how often and where your ad will be seen. On LinkedIn you’re playing in one of the most competitive ad spaces. Without a well-thought-out budget, even the best video ads will fail to gain traction.

Every campaign you run should have a specific goal in mind: brand awareness, lead generation, or conversions. This will decide how much cash you’ll need to throw at them.

  • Awareness campaigns typically require larger budgets and have greater reach.
  • Conversion-focused campaigns work best with a smaller, highly targeted audience.

Don’t skimp on testing, allocate about 5–10% of your overall budget to test slightly different variations of your ads. That’s the easiest way to find out what works best. We talk more in depth about this topic in this article.

Keep in mind that LinkedIn CPM (cost per thousand impressions) and CPC (cost per click) are higher than other platforms. Plan your budget with this in mind because nothing’s worse than realizing halfway through your campaign that your wallet’s already tapped out.

CHOOSE THE RIGHT BIDDING STRATEGY 

LinkedIn will try their very best to hide the single best bidding option from you – Manual Bidding. I can’t say I blame them because Automatic bidding takes the most amount of money out from your pocket and into theirs. Safe to say you shouldn’t be using that option, or any other variations of it they come up with.

LinkedIn Campaign Manager bidding options

Stay on manual mode, choose an amount that you’re willing to spend on ads and you’ll save a lot of money going forward.

TRACK YOUR RETURN ON INVESTMENT!

If you’re not tracking ROI, your ad campaigns are nothing more than expensive guessing games. But don’t worry I’ve got good news! LinkedIn already has most of the tools you need to track your ad performance, if you know how to use them.

In your Campaign Manager, keep an eye on Conversion Tracking . Set up clear conversion goals like sign-ups, purchases, or downloads and Campaign Manager will show you which ads are driving results. Pair that with the Demographics Report to see who’s converting and who’s just lurking.

Use the Insight Tag. It’s a piece of code you drop on your website so you can see what happens after someone clicks your ad. Did they fill out a form? Download your whitepaper? That’s the stuff you need to know to know if your ads are pulling their weight.

Check your results often, spot the ads doing their job, and ditch the ones wasting your cash. Then, take what’s working and go all in. Simple. That’s how you turn LinkedIn ads into actual results instead of a money pit.

The Takeaway: Budget Wisely, Track Relentlessly

Don’t let LinkedIn push you into spending more money than you need to. That money can be used to run even more ad campaigns. Take control of your campaign manager and keep an eye on the results you’re getting from those ads.

Now that you have the know-how, try using these tips on the campaigns you’re already running, and I bet you’ll see positive results in no time. 

Why Your LinkedIn Video Ads Need a Strong CTA

Posted on by Will Yuste

Think creating LinkedIn ads is hard? Try watching a potential customer scroll past without clicking. It’s the ad equivalent of sending someone a free pizza, only to have them leave it out in the rain. Painful, right?

Yet so many advertisers leave out the most important part of your ad: the Call to Action. Forgettable, bland, boring. I don’t have to tell you that you should avoid being any of those like the plague. If your CTA doesn’t stop viewers in their tracks, you’re leaving potential customers in scroll mode. So, let’s get real: a CTA isn’t just nice to have. It’s the difference between a missed opportunity and a conversion. Keep on reading, and I’ll show you how to make your ads impossible to ignore.

WHAT MAKES A CTA POWERFUL?

Let’s get one thing straight: a CTA is way more than a “click here.” A well thought out CTA grabs attention, appeals to your audience’s needs, and gives them a clear next step that feels natural, even urgent. For LinkedIn video ads, this is especially important. LinkedIn has a pretty unique audience: They’re goal-oriented professionals that expect value. Your CTA must be direct, relevant to them, and action-driven to cut through the garbage and get you the clicks you want.

TIPS FOR A HIGH-PERFORMING CTA

A killer CTA on LinkedIn isn’t random, it’s calculated. You need to combine:

  • Urgency – Give them a reason to act now. Whether it’s a time-limited offer or an exclusive download, urgency gives a nudge that feels necessary, not pushy.
  • Value Proposition – Make it worth their while. What does clicking get them? Make it clear and appealing: “Get Your Free E-Guide” or “Access the Exclusive Webinar.” Your audience should immediately understand what the benefit could be.
  • Simplicity – Keep it short and sweet. In a LinkedIn ad, clarity is everything. A simple, punchy CTA outperforms a lengthy one every time. Think along the lines of “Learn More,” “Join Us,” or “Claim Your Spot.” Less is more.

KEEP TESTING CTAS TO SEE WHAT STICKS

Here’s the secret to nailing your CTA: test, test, test. You may think one phrase is a slam dunk, but it ends up flopping, so until you test it, you won’t know what actually works with your audience. Run A/B tests with different phrasing, buttons, and visual placements to figure out what your audience responds to best. You’ll not only improve your results but also figure out what your audience’s preferences are, so you can take advantage of it in the future.

HAVE YOUR AUDIENCE IN MIND

Remember, LinkedIn is a different world from Facebook or Instagram. On LinkedIn, your audience is likely browsing with a purpose. Use language that speaks to them on a professional level. Avoid overly casual or clickbaity CTAs, and instead try to align your message with something LinkedIn users value: career growth, industry insights, and tools that make them better at their jobs.

Some great examples that can work on your ads, if you get everything else down right:

  • For Awareness: “Discover What’s Next for [Industry]” – Great for pulling in new audiences who are curious about new trends and industry insights.
  • For Engagement: “Join the Conversation” or “Tell Us Your Take” Get your audience involved, build a sense of community around you and your content.
  • For Conversion: “Get Your Free Guide” or “Book Your Free Strategy Call” – Straight to the point and good for nudging the users already interested in taking action.

Not sure if your ads are missing something? Check out this article to find out what makes or breaks a LinkedIn video ad.

IN SUMMARY: MAKE EVERY SECOND COUNT

So, here’s the bottom line: Don’t just leave your ad hanging. Take control of the final seconds with a CTA that’s clear, valuable, and compelling. You’ve got their attention; now it’s time to get their action.

Ready to craft LinkedIn video ads with CTAs that convert? Start experimenting and see how a simple tweak to your Call to Action can make all the difference.

Purifying Your Targeting to Achieve Better Product Market Fit on LinkedIn

Posted on by Will Yuste

If you want to achieve optimal Product-Market Fit (PMF) you need to ensure that your product meets market demands and resonates with your target audience. LinkedIn offers various opportunities for precision targeting and helping you enhance your PMF. 

Here are several ways how you can leverage LinkedIn’s features to reach powerful PMF.

1. Understand Your Audience

You need to know your audience inside out. Learn what their pain points, needs, and preferences are. Segmenting your audience is available through LinkedIn’s demographics and interest-based targeting. That way you can divide your audience with precision, and ensure that you are reaching those who will benefit from your product. 

2. Customise Your Messaging

The next step is to make personalised messages that resonate with each part. The key to aligning your product with market needs is to help your audience see how your offer can help their unique demands.

3. Make Engaging Video Content

Video ads work well on networks like LinkedIn, boosting high engagement rates. By using videos you have the opportunity to show your brand’s unique value proposition and create a narrative that shows your audience how your product or service is deeply needed. 

4. Engage With Your Audience and Retarget

When you engage with your audience you create the opportunity to build a relationship and a stronger foundation for the future. Use LinkedIn’s retargeting tools to stay on your leads’ radar, nurture them with a clear funnel, and guide them step by step toward becoming customers.

5. Make Feedback Loops

Use LinkedIn campaign engagement metrics to fine-tune your audience targeting and product offerings. This ongoing process helps your product stay aligned with market needs and consistently improves your product-market fit.

6. Track and Adapt

Measure engagement rates, conversion rates, and lead quality to provide actionable insights that will help you better adapt what your brand has to offer to your customers’ needs. 

7. Optimise Regularly

Maintaining PMF is a continuing process. Use LinkedIn’s campaign feedback and adapt your targeting and marketing strategies. By using every needed insight you can improve your alignment with the market. 

By honing your targeting, crafting personalised messages, and continuously optimizing on LinkedIn, your business can strengthen its Product-Market Fit. This connection won’t just make your customers happier—it’ll fuel lasting growth and help you thrive in even the toughest markets.

Best Bang for Buck With LinkedIn Video Ads

Posted on by Will Yuste

Don’t pour your advertising budget down the drain, we all know how expensive LinkedIn ads tend to get. Especially without a good strategy and guidance. These days you just have to stay in the loop with new trends and innovations for maximizing your ad performance while spending  the least amount of hard-earned money you can. Keep on reading and I’ll show you exactly what you should be doing to take advantage of this new trend, you’ll learn how Thought Leader Ads work and what are the most effective ad strategies for 2025.

How to make a LinkedIn video ad?

First off, authenticity and storytelling are your best friends. LinkedIn is a social platform, and people would much rather look at you than a soulless corporate-style image like the one above. 

Sitting in front of a camera yourself and telling the world what your company does is the best way to get the brand recognition you’re looking for. Just think about it – how many times have you mindlessly scrolled past a company’s image ad? Probably more times than you remember. 

Thought Leader Ads change that dynamic completely and allow you to express yourself naturally which lets you catch more eyes with actual human content.

What are Thought Leader Ads?

Like we said before: You, your camera and that’s it. Thought leader ads let you take advantage of the relatively low cost, compared to other ad formats. Given that you’re already familiar with what your company does, there’s nobody better suited to tell people all about it in the best possible way – directly. 

Not only do you benefit from the low cost, but you also save money on not having to hire a dedicated full-time PR team, instead you could spend way less time, money and hassle by looking at freelance options.

Imagine only having to sit down for ~2 hours every month, and then simply making short, catchy content from that tiny amount of work. It’s literally free real estate (or in this case: Brand awareness, reach, and more customers eager to hear about what you do).

What is the best video length for LinkedIn videos?

As I’m sure you’re aware, short-form video content absolutely took over the internet in these last few years, and that’s for a good reason. People love endlessly scrolling social media, and LinkedIn wasn’t going to sit by and watch as all these other platforms enjoy insane increases in usage.

Let’s get to the point: You want to take advantage of this somewhat new form of content and make your videos 30 seconds long, up to a minute. Your video needs a good hook to keep the user interested in the rest of what you have to say. Get straight to the point, be direct, and you’ll see how many people you never thought would be interested in your content, actually stay and watch. 

How do I make a good thought leader ad?

I’ll give you a simple framework for making a good TLA:

  • Key message: Think about 2-3 important points you want to share. It could be a new industry insight, trend or company update, choose something you think is relevant to your audience.
  • Prepare a script: You’ll most likely need a script for this, but it’s important to follow it loosely. You don’t want to risk sounding too scripted and robotic – people hate that. A conversational tone is ideal.
  • Pain points: Focus on what you know are some problems, interests or aspirations of your audience. If you tailor your message correctly, you’ll have no problem grabbing attention.
  • Clear call-to-action (CTA): Every ad should guide the viewer on what to do next, whether it’s visiting your website, signing up for a newsletter, or reaching out directly. Make your CTA short, specific, and aligned with your goals. A good CTA can be the difference between a casual viewer and a potential lead.

If you want to learn more about creating an eye-catching TLA, I’ve prepared a more in-depth guide here: (Link) 

To sum up

In conclusion,  you need a short, eye-catching video with a good hook. Think about yourself and how you react when you stumble upon a somewhat interesting video while scrolling. Look presentable, keep your audience engaged and steer them onto a good call to action.

Check out how a guided interview can help you make amazing thought leader ads.

5 Tips for Getting the Most Out of Your LinkedIn Video Ads

Posted on by Will Yuste

LinkedIn video ads can be a game-changer, but they need a little finesse if you want to get real results without draining your budget. LinkedIn ads are an investment, and to make them work, you’ll want to approach them strategically. Let me walk you through everything from how to refine your ad content to A/B testing, placement, and getting your audience to take some action. So, let’s see what makes a video ad really work.

Nail your ad’s creative elements

Let’s start with the basics: your ad’s creative elements—how it looks, what it says, and the overall vibe. LinkedIn is a professional space, but that doesn’t mean your ad has to be boring. Authenticity and a natural tone are what get people to stop scrolling.

  • Avoid the hyper-polished, corporate look. LinkedIn users respond well to content that feels real, so go for visuals that are professional but also approachable.
  • Keep your message focused and impactful. Instead of broad statements, zero in on a specific value or insight that you know your audience will care about. Less fluff, more value.
  • Ditch the corporate jargon. A conversational, friendly tone works wonders here. Imagine you’re speaking directly to a colleague—make it sound like real talk, not a sales pitch.

If you get these basics down, you’ll have a lot more genuine feeling ad, which is exactly what catches peoples’ attention.

Use A/B testing to find what works

Guesswork isn’t enough when you’re spending on ads. A/B testing lets you figure out exactly which elements of your ad are really doing the heavy lifting, whether it’s your CTA, visual, or maybe even the headline.

Start by picking one variable to change, like the headline or the CTA and then run 2 versions of the ad to see which one performs better. This way, you’ll know exactly what’s making a difference. Pay attention to metrics like click-through rates (CTR) and engagement. These give you a clear picture of what’s working (and what’s not).

Don’t just test once and be done with it. Audience preferences can and do change over time, so keep testing every few weeks to make sure your ads stay relevant.

A/B testing is about finding out what resonates with your audience so you can keep getting better results.

Align your ads with your overall marketing strategy

You want your ads to feel like a part of a larger plan, not just random one-offs. Make sure they fit in with the rest of your marketing strategy. It’s also very important to keep your branding consistent: same brand voice, same logo and same colors. This will help you build trust with consumers and make your brand more recognizable.

You can look at other companies and how they do their advertising or check out this post to find out how you can improve your own marketing strategy, while keeping the spend low.

When to advertise and when to stop

LinkedIn users are most active on weekdays, obviously you won’t have a whole lot of people scrolling  on a weekend, particularly in the mornings and afternoons is when they’re in work mode and open to professional content. Aim for Tuesday to Thursday for a sweet spot on engagement—this is prime time for people to pause and listen to what you have to say.

Here’s a pro tip: When it comes to frequency, less is definitely more. Rotate your video ads regularly, so your audience doesn’t feel overwhelmed by the same message over and over. Aim for a frequency of 1-2 ads a week. Trust me, you don’t want people commenting on your ads begging to stop seeing them…

Calls to action that actually work

Alright, you’ve got their attention—now what? Don’t let a weak call to action ruin all that hard work. A strong CTA is how a good ad becomes a great lead generator. Make it clear, direct, and action focused.

Forget the vague stuff you see all the time from inexperienced advertisers like “Click Here” or “Learn More.” Instead, be more specific and enticing with things like “Discover how we can help” or “See industry insights now”—the goal is to make it super clear why they should take the next step.

In conclusion

Use these tips as a general guideline and you’ll already be ahead of most of your competitors. Use good-looking creatives relevant to your brand, keep trying different versions of your ads to see what works best, don’t advertise too much and have a good call to action.

Need more help with LinkedIn ads? Book a free call with us to find out how you can maximize your ad impact with a fraction of the spending.