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B2B marketing is becoming more and more popular these days, and LinkedIn has become the go-to platform for B2B marketers, industry leaders, and professionals looking to network and share expertise. However, LinkedIn ads are quite different from those on other social media platforms like Facebook and Instagram. In the professional world, where actual information and value are valued, cutting through the clutter requires not only eye-catching but also value-packed ads.
So, what ad format should you use to capture the attention of your target audience and enhance your brand identity? You don't have to start from scratch. Take a look at the 8 most effective templates for B2B marketing on LinkedIn.
Template 1 - Platform & Media Social Proof
Endorsements from third parties demonstrate how objective and persuasive your ads are. This template showcases your brand’s presence on well-known platforms or in trusted media outlets. It’s perfect for LinkedIn, where credibility and authority are essential for engagement and conversion.
Ad Layout
A bold logo of the platform/media outlet at the top, followed by a concise description and a strong CTA button.
Ad Elements
- Image: Logos of media outlets or platforms where your brand has been featured (e.g., "As seen on Forbes"). Add stars, ratings, and badges to make it visually persuasive.
- Header: “Trusted by [X] professionals and featured on [media/platform].”
- Text: “Learn why [numbers of companies] uses [product/service].”
- CTA: “Learn More”
Tips for this format
- Feature well-known platforms to maximize impact.
- Use clean, professional visuals for credibility.
- Keep text brief and to the point.
- Position your CTA prominently under the logos.
Social proof ad example
Template 2 - Client Testimonial
Testimonials work wonders for establishing trust. A client testimonial ad on LinkedIn humanizes your brand and shows how it has positively impacted businesses or professionals.
Ad Layout
Customer photo or logo on one side, testimonial text on the other, with a CTA at the bottom.
Ad Elements
- Image: A professional headshot of the client or their company logo.
- Header: “See how [client name] transformed with [product/service].”
- Text: “With [product/service], we were able to [achieve result].”
- CTA: “Read Their Story”
Tips for this format
- Use testimonials that highlight measurable results or specific improvements.
- Include the client’s name, company, and title for added authenticity.
- Keep the layout clean and focused on the quote.
Client testimonial ad example
Template 3 - Before After Comparison
Visually demonstrate how your product or service solves a problem by comparing a “before” and “after” scenario. This format grabs attention and is perfect for industries like software, marketing, or productivity tools.
Ad Layout
Side-by-side images or charts showing a stark difference, with captions and a CTA below.
Ad Elements
- Image: Two visuals: one depicting the “problem” and another showcasing the solution.
- Header: “See the difference [product/service] can make.”
- Text: “Before: [problems]. After: [results].”
- CTA: “Start Now”
Tips for this format
- Use metrics or icons that highlight clear results.
- Use contrasting colors for the “before” and “after” sections.
- Add captions that make the transformation clear.
Before & after ad example
Template 4 - Resource / eBook Sharing
Providing free resources like reports, guides, or eBooks is an excellent way to generate leads on LinkedIn. It’s a great strategy for content marketing and building trust in your brand. This template highlights the content’s value while encouraging users to download it.
Ad Layout
The ad features the eBook/report cover on one side and a brief description with a CTA button on the other.
Ad Elements
- Image: A 3D mockup of your eBook/report cover, styled professionally.
- Header: “Download our free [eBook/report] to [achieve benefit].”
- Text: “Inside, you’ll discover [key insight #1], [key insight #2], and more.”
- CTA: Get the Free Report”
Tips for this format
- Use a professional design for the report cover—it should look valuable.
- Make the CTA button stand out (e.g., bold colors).
- Mention that it’s free, if applicable.
Resource sharing ad example
Template 5 - Webinar Promotion
Hosting webinars are a another way to showcase your company’s expertise online, and LinkedIn is the ideal platform to target a professional audience. This template highlights the event details and why users should attend.
Ad Layout
Event date and title are front and center, followed by the benefits of attending and a CTA button.
Ad Elements
- Image: A branded webinar banner featuring the speaker’s photo and the event title.
- Header: “Join us for [event name] on [date].”
- Text: “Learn [specific benefit] from [speaker/expert name].”
- CTA: “Reserve Your Spot”
Tips for this format
- Use professional headshots and branding for credibility.
- Emphasize the time and date to create urgency.
- Include a brief mention of the speaker’s credentials or expertise.
- Test variations of CTA text to see what drives registrations.
Webinar ad example
Template 6 - Data-Driven Visual
When you include numbers, your ads appear more credible to professionals. Sharing data and statistics is a powerful way to establish authority on LinkedIn. This template highlights key numbers that resonate with your audience, encouraging them to learn more.
Ad Layout
A bold statistic at the top, followed by supporting text and a CTA. The design is clean and professional.
Ad Elements
- Image: A chart, infographic, or statistic displayed in bold font over a branded background.
- Header: “Did you know [statistic]?”
- Text: “[Statistic] proves that [product/service] can help you achieve [benefit].”
- CTA: “Learn More”
Tips for this format
- Keep the statistic large and easy to read.
- Use high-contrast colors for better visibility.
- Focus on stats relevant to your audience’s challenges or goals.
- Provide context for the data in the accompanying text.
Data-driven ad example
Template 7 - Problem-First Hook
This appraoch grabs attention by addressing a common pain point first and then positioning your product as the solution. It’s effective for busy LinkedIn users who scroll quickly.
Ad Layout
The problem is in bold text at the top, followed by an image illustrating the solution and a CTA below.
Ad Elements
- Image: A relatable visual of someone experiencing the problem (e.g., frustration, inefficiency).
- Header: “Are you tired of [problem]?”
- Text: “[Product] helps you [solve problem] so you can [achieve benefit].”
- CTA: “Learn more”
Tips for this format
- Use empathetic language in the text.
- Ensure the solution image feels aspirational and achievable.
- Focus on one pain point at a time.
Problem-first ad example
Template 8 - Feature Highlight
This template emphasizes one standout feature of your product or service. It’s ideal for LinkedIn’s professional audience, where highlighting key functionalities can drive action.
Ad Layout
A close-up product image on one side and a feature description on the other.
Ad Elements
- Image: A high-quality visual of your product, zoomed in on the feature.
- Header: “Discover [feature] with [product].”
- Text: “[Feature] allows you to [specific benefit]. Experience it today.”
- CTA: “See It in Action” or “Learn More.”
Tips for this format
- Highlight features that solve a pressing need or stand out from competitors.
- Use professional-quality visuals to showcase the feature.
- Keep the text concise and focused.
- Avoid cramming in too many features—one is enough.
Feature highlight ad example
What to do next: creating your own LinkedIn ads
Whether you're aiming to build trust, share insights, or drive leads, these LinkedIn ad templates can help you craft ads that resonate with your professional audience. Explore more Instagram ad templates here. Try them out to elevate your B2B campaigns!
