Great ads don’t happen by accident. When a LinkedIn ad starts outperforming its peers, there’s usually a mix of intentional structure, sharp creative, and strategic targeting behind it.
Here’s a breakdown of what makes one high-performing LinkedIn ad stand out—along with a few tactical ideas that any B2B advertiser can apply to future campaigns.
1. A Hook That Builds Curiosity
Leading with a short, two-line hook that opens a curiosity loop can make all the difference in engagement. In this case, the creative used a knock-knock style lead-in to pull people into the post. The punchline was revealed only after clicking “See more,” leveraging human curiosity to increase expansion and interaction.
Curiosity-driven hooks create momentum. When paired with a payoff that delivers, they also increase the likelihood of viewers reading the full ad and moving toward the CTA.
2. A Headline That Nails the Value Prop and Pain Point
A well-crafted headline should do two things:
- Clearly communicate what the product or service does
- Directly connect to a major pain point for the audience
The best ads skip jargon and avoid ambiguity. If there’s only space for one line to explain the offer, make it count. A high-performing variation from this ad campaign framed the solution around a high-friction issue for marketers and emphasized immediate value—with a nod to its cost-effectiveness.
3. Creative That Shows the Outcome
There’s a time for polished UI walkthroughs. But often, what performs better is showing the result of using the product, not the product itself.
In this ad, a Slack screenshot alerting a user to a new website contact captured the outcome in a real-world scenario. That format outperformed creative variants showing internal app workflows, suggesting that prospects respond more strongly to end results than to internal mechanics.
Whenever possible, show what success looks like after using the product.
4. Visual Elements That Add Personality
B2B doesn’t have to mean boring. One standout feature of this campaign was the inclusion of a branded mascot character. Not only did the character create instant visual differentiation, but it also served as an anchor to the broader problem the brand solves.
When brand mascots or symbolic visuals are used consistently, they can enhance recall, inject personality, and stand out in a sea of static SaaS visuals.
5. A CTA That Finishes the Story
Instead of a standard “Learn More” or “Book a Demo,” this ad closed with a thematic CTA that reinforced the hook, the pain point, and the brand voice.
A CTA like “Get the ghosts out of your funnel” not only drives clicks but also strengthens brand messaging. The best CTAs feel like a natural conclusion to the story being told, not an abrupt pivot.
And the Invisible Advantage? Targeting with First-Party Intent Data
What viewers can’t see is often just as powerful as what they can. Behind this ad’s strong performance was a smart audience strategy: targeting ad spend toward users already showing signs of high intent.
By identifying high-intent web traffic and funneling that data into LinkedIn ad audiences, the campaign achieved performance similar to retargeting—even for first-time ad viewers.
This approach allows for:
- Increased engagement
- Improved CPLs
- Better alignment between sales and marketing teams
What This Means for B2B Advertisers
LinkedIn is one of the best platforms to reach high-value buyers. But performance comes from alignment:
- Creative that resonates with actual pain points
- Messaging that communicates clear value
- Targeting strategies that prioritize intent over impressions
When ads are designed with audience psychology, campaign structure, and funnel progression in mind, results improve across the board.
Ready to Improve Your LinkedIn Ad Performance?
Whether you’re starting from scratch or need to optimize underperforming campaigns, building LinkedIn ads that actually convert takes more than budget.
It takes:
- Messaging that connects
- Creative that clicks
- Strategy that scales
Stratus Analytics helps B2B teams plan, launch, and optimize LinkedIn campaigns that drive qualified leads, not just impressions.
Let’s talk strategy. Get in touch to see how your next campaign can perform like your best one yet.
Hi There! I’m Scott, and I am the principal consultant behind Stratus Analytics. I’ve have been providing freelance digital marketing services for over 20 years. DISCLAIMER: Due to my work in the packaging industry, I unforunately cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.