14 Tested LinkedIn Ad Ideas to Scale Demos
Getting demos isnât easy, especially in B2B SaaS, with long sales cycles, lots of decision makers, and tons of competition.Â
â
In this article, Iâll break down the top 14 LinkedIn ads strategies you can use to break through the noise and capture existing demand.Â
â
(Irrelevant of order all ideas could be worth testing)
â
TABLE OF CONTENTS:
#2: Name the top companies you work with
#3: Demonstrate why youâre better than competitors
#4: Highlight integrations with partner technologies
#7: Try hyper-personalized messaging
#10: Show how much better life would be with your product
#11: Test ads in different languages
#12: Announce a new product updateÂ
#13: List the features that your ICP would be most interested in
â
â
#1: Use testimonials Â
â
Testimonials are one of the most effective ways to build trust and get prospects who are on the fence to take the next step.Â
â
Example 1: Chili Piper
â
Example 2: SendosoÂ
â
#2: Name the top companies you work with
â
By highlighting well-known companies that already work with you, you can gain the trust of senior leaders much faster and accelerate the sales process.Â
â
Example 1: MarketerHireÂ
â
Example 2: MutinyÂ
#3: Demonstrate why youâre better than competitorsÂ
â
This approach is powerful, especially when you target prospects who are currently using your competitors. Since theyâre already in-market, if theyâre frustrated with their current solution, theyâll likely end up switching over (or at least consider it).Â
â
Example 1: Apollo ââÂ
â
Example 2: ApolloÂ
â
#4: Highlight integrations with partner technologies
â
This approach is particularly effective if you have a seamless integration with a well-known technology. Do you work well with HubSpot, Salesforce, Sales Nav, Wordpress, etc.? Target a list of companies within your ICP who are using the technology you integrate with, and show them why youâre the best choice.Â
â
Example 1: Typeform
â
Example 2: Typeform
#5: Showcase your product
â
Many times, all prospects need to take the next step is to get a glimpse of your software. Also, this is an especially great approach because it sets the sales team up for success â when prospects jump on a demo call, theyâll already have some familiarity with the product.Â
â
Example 1: HockeyStackÂ
â
Example 2: LoxoÂ
#6: Stand out with humorÂ
â
B2B leaders are still people. Humor thatâs relatable and clearly highlights a pain point works better than corporate jargon 99% of the time.Â
â
Example 1: Chili PiperÂ
â
Example 2: Cognism
#7: Try hyper-personalized messagingÂ
â
This approach, often referred to as 1:1 ABM, relies on extreme personalization. You specifically call out the company that youâre prospecting into, and maybe you take it a step further and create a personalized video or asset just for them. CTRs will be super high and even if prospects donât convert on an initial touchpoint, youâll make salesâs job significantly easier by generating awareness within a target account.Â
â
Example 1: UserGems
â
Example 2: HockeyStack
#8: Use statistics
â
This isnât the flashiest or most exciting strategy, but it works. Numbers give prospects a sense of security that theyâll get a positive ROI if they invest.Â
â
Example 1: UserGemsÂ
â
Example 2: Lavender
â
#9: Leverage Incentives
â
Incentives are controversial, which is understandable.Â
â
The concern is that by offering an incentive you lower the quality of your leads. But thatâs only true if your targeting is weak. If itâs spot on, incentivized demo ads are amazing generators of pipeline and revenue â they serve as a tiny nudge to encourage leaders to find some time in their calendar.Â
â
Amazon or Doordash gift cards work well, but you can always get more creative with your offer.Â
â
Example 1: MetadataÂ
â
â
Example 2: Cognism
â
#10: Show how much better life would be with your product
This approach clearly emphasizes the pain point your product will solve, leading prospects to take action.Â
â
Example 1: Motion
â
â
Example 2: WorkvivoÂ
â
#11: Test ads in different languages
â
A lot of B2B SaaS companies are hyper-focused on North America, and their content for Latin America, EMEA, and APAC is just an afterthought. Running high quality ads in the language of the specific region youâre targeting can be a game changer as far as driving pipeline and revenue.Â
â
Bonus: If you take into account regional differences in consumer behavior and product usage when creating ads for different regions, your content will end up resonating even more.Â
â
Example 1: Pandadoc
â
Example 2: Miro
#12: Announce a new product update
â
This is a great way to re-engage people who may have considered your solution in the past but werenât fully convinced. By showing prospects how much better your product is after the updates, you can convince them to take the next step and request a demo.Â
â
Example 1: Zoominfo
#13: List the features that your ICP would be most interested in
â
As marketers, weâre always told to focus on pain points instead of features. But listing your top features can help prospects fully understand how powerful your product is, encouraging them to request a demo.
â
Example 1: Workvivo
â
#14: Host a live demo
â
Promoting a live demo is a great way to get qualified prospects to see your product without having to go through the traditional (and higher commitment) demo process.
â
Prospects who are interested in your product may not be ready to talk to the sales team right away â a live demo can serve as a bridge, moving them further down the funnel.Â
â
Example 1: Metadata
â
â
Example 2: Motion
â
Final Recommendations
â
If youâre trying to drive more demos, in addition to testing out these capture strategies, I recommend doing a comprehensive audit of your audiences. Ask yourself:Â
â
- Â Am I targeting my warmest prospects who have already engaged with my content in some capacity?Â
- Am I reaching prospects with the right company sizes, seniorities, job functions, job titles, and industries?Â
- Â Am I excluding the LinkedIn audience network and disabling audience expansion?Â
- Am I making all the necessary exclusions (interns, unemployed, competitors, customers, etc.)?Â
â
Without precise targeting, even the best strategies will fail.Â
â
Resources for mastering B2B advertising
If youâre serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.Â
âHereâs 4 reasons why you should consider joining. Every one of our on-demand courses are:
â Â 100% free access.
â Â Taught by vetted industry experts.
â Â Have workbooks, resources, and templates.
â Â Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Â Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it đ)
â
â
Heading 1
Heading 2
Heading 3
Heading 4
Heading 5
Heading 6
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.
Block quote
Ordered list
- Item 1
- Item 2
- Item 3
Unordered list
- Item A
- Item B
- Item C
Bold text
Emphasis
Superscript
Subscript
Other Articles You May Enjoy.
50+ Ad Specs for The Top 10 Ad Platforms
Have you ever wondered what dimensions does that ad require? đ¤
Then started searching to find the answer? (same here lol)
To save you (and ourselves) trouble, we gathered the most popular ad specs across 10 channels in one place:Â
- Google Display Ad Specs
- LinkedIn Ad Specs
- Twitter (X) Ad Specs
- Quora Ad Specs
- Reddit Ad Specs
- YouTube Ad Specs
- Google Discovery / Demand Gen Ad Specs
- TikTok Ad Specs
- Meta Ad Specs
âď¸ Bookmark this article and refer back to it when you need ad specs.Â
â
Google Display Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
â
LinkedIn Ad Specs
Source: business.linkedin.com
Browse examples at: linkedin.com/ad-library/home
â
âX (Twitter) Ad Specs
âSource: business.twitter.com
â
- You can request to have video lengths increased up to 10 minutes
- Carousel can use images or videos but must be in the same aspect ratio (ex: 1:1 or 16:9)
â
Quora Ad Specs
Source: image ads, video ads
â
Reddit Ad Specs
Source: reddit.my.site.com
â
* Headlines will be truncated to 100 characters on mobile/mobile web for the conversation placement.
â
Youtube Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
â
Google Discovery / Demand Gen Ad Specs
Source: support.google.com
Browse examples at adstransparency.google.com
â
TikTok Ad Specs
Source: ads.tiktok.com
Browse examples at library.tiktok.com/ads
â
âMeta Ad Specs (Facebook/Instagram)
Source: business.facebook.com
Browse examples at: www.facebook.com/ads/library
â
Resources for Mastering B2B Advertising
Hope you found this ad specs article useful!
If youâre serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.Â
â
Hereâs 4 reasons why you should consider joining. Every one of our on-demand courses are:
â 100% free access.
â Taught by vetted industry experts.
â Have workbooks, resources, and templates.
â Less than 10 minutes per lesson.
â
We believe every marketer should know how to scale paid ads so they can:
⢠Scale their ideas
⢠Level up their careers
⢠Make a positive impact
â
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously I timed it đ)
3 Powerful Strategies For Scaling SaaS Google Ads You Need To Know
Google Ads is a blessing and a curse.
You're blessed with intent and cursed with scale.Â
Itâs a powerful channel for scaling pipeline for SaaS startups but low search volume is a challenge.Â
In this article youâre going to learn 3 powerful strategies for scaling your SaaS google ads further.Â
This wonât solve your limited search volume issues that's just the nature of your target keywords and B2B SaaS but these strategies will help you squeeze more performance from your account.Â
Letâs dive into it đ
â
TABLE OF CONTENTS
- Strategy #1: Broad Match Discovery
- Strategy #2: Advertising outside of English
- Strategy #3: Industry campaigns
â
Strategy #1: Broad Match Discovery
Before you click away Iâm not talking about using broad match in the traditional sense.Â
Where you let Google show your ads for WHATEVER they think is relevant.Â
Broad match discovery is where you combine broad match keywords AND an audience.Â
It essentially means youâre giving Google the flexibility to show your ads for whatever they feel is relevant but within the confines of your targeted audience.Â
I would not recommend testing this approach unless you have:
- Strong negative keyword lists
- Proven converting phrase match keywords
- Significant conversion volume (> 15/month)
The benefit is you get to scale your top keywords safely past phrase match.Â
How to implement broad match discovery:Â
Step 1: Find proven converting phrase match keywordsÂ
Review your performance across converting phrase match keywords to identify which youâre going to prioritize testing with broad match discovery.Â
Donât rely on âtotal conversionsâ make sure youâre viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).
Once youâve identified some worthwhile keywords itâs time for step 2.Â
Step 2: Brainstorm your targeted audiences
Google has 5 audience types you can leverage for targeting in your search campaigns.Â
- Your data = website visitors or contact lists
- In-market = people actively researching a given topic
- Life events = people whoâve accomplished a life milestone (ex: create a business, get married)
- Detailed demographics = industries, company sizes, education level.Â
- Affinity = people who are interested in a certain topic
You can use a mixture of all these different types of audiences to layer on top of your broad match discovery campaigns.Â
If youâre dealing with < 500 searches/month for your keywords I recommend clustering a minim of 10-15 audiences on top of your campaigns to help with delivery.Â
â
Step 3: Setup a campaign experimentÂ
The safest way you can test broad match discovery is in a 50/50 experiment alongside your top converting phrase match campaign.Â
You can easily AB test in Google Ads using the campaign experiments feature.Â
Located under Campaigns > ExperimentsÂ
Using this feature build an experiment splitting the traffic by 50% for your original campaign vs the experiment version using broad match AND the targeted audiences you brainstormed in step 2.Â
Strategy #2: Advertising outside of English
English is the most competitive language in the world with the majority of advertisers.Â
Weâve seen reductions of up to 70% in our average CPC targeting other languages.Â
If your company has the resources to sell in multiple languages â take advantage of localization!
Localization campaigns are when you target keywords, write ad copy, and design landing pages that all are in your audience's native language (ex: Spanish, German, Portuguese).Â
Youâll reap the benefits of lower costs due to less competition.Â
The downside however with localization is search volume.Â
If youâre already advertising in English outside of North America and finding success, definitely recommend testing this strategy.Â
How to implement localized campaigns:Â
Step 1: Find proven converting phrase match keywordsÂ
Review your performance across converting phrase match keywords to identify which youâre going to prioritize testing with broad match discovery.Â
Donât rely on âtotal conversionsâ make sure youâre viewing performance by keyword based on the custom metrics that matter for your business (ex: Demo, Trial, SQL, SAL, Opp, etc).
Step 2: Brainstorm your targeted languages
Ask your internal team what languages your sales team is able to sell in.Â
Based on your options make a list of potential languages.
Next, if youâre advertising outside of North America, review the top performing countries and identify their local languages and see if you have the internal resources that can speak that language.
If you canât sell in this language then this strategy wonât make sense.Â
â
Step 3: Hire a local translator Â
Donât make the mistake of relying on Google Translate to perform the bulk of your translation.
Youâll want to hire a translator that grew up in the area in which you want to advertise.Â
For instance, if youâre advertising in Portuguese.Â
The dialect for Europeans living in Portugal and those living in Brazil is very different.Â
A local brazilian can tell if itâs not their dialect just like a native portuguese.Â
I recommend hiring locals off Upwork can be as low as $12/hour depending on the language.Â
These translations will make a world difference in your ad and landing page copy.Â
Strategy #3: Industry campaigns
Industry campaigns can be great for coverage and quality.
This is where youâre going to bid on a desired keyword and add a related industry term.Â
For example, letâs say bidding on the keyword âcrm softwareâ hereâs how you can modify this keyword to make it industry specific:
- healthcare crm software
- crm software for fintechÂ
- crm software for small businesses
The benefits of industry campaigns:Â
- Personalized ad copy that can yield greater CTRs
- Higher quality leads due to a more qualified search term
- Lower cost per click prices due to less competition
The downside however is search volume (the constant struggle of Google for SaaS đ ).
â
How to implement industry campaigns:Â
Step 1: Find proven converting phrase match keywordsÂ
Just like the other strategies weâre going to identify proven keywords first that we can create industry variations for.Â
Step 2: Brainstorm your target industries
Run a win rate analysis in your CRM and understand which industries have the shortest sales cycles and largest deal sizes? Based on your findings, prioritise the industries in which you want to target.Â
Step 3: Build and prevent keyword overlap
Once you have your keywords and target industries youâre ready to build your campaigns.Â
Make sure to add your industry terms as negative keywords in your generic non-brand campaigns.
Otherwise you can have people seeing your generic ads for your industry terms.Â
Hope you found this article helpful!Â
Best of luck scaling your Google Ads campaigns for your SaaS.Â
â
Resources for mastering B2B advertising
If youâre serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion.Â
âHereâs 4 reasons why you should consider joining. Every one of our on-demand courses are:
â Â 100% free access.
â Â Taught by vetted industry experts.
â Â Have workbooks, resources, and templates.
â Â Less than 10 minutes per lesson.
We believe every marketer should know how to scale paid ads so they can:
- Â Scale their ideas
- Level up their careers
- Make a positive impact
Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.
Takes < 90 seconds to sign up (seriously we timed it đ)
â