B2B Linkedin Ads

Why Your B2B LinkedIn Ads Aren’t Working (And What to Do Instead)

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Scott Sweeney

LinkedIn Ads are one of the most powerful platforms for B2B marketers. You can target by job title, company size, industry, seniority, skills, and more. It sounds like a dream.

And yet, so many B2B companies burn through budget with little to show for it.

Here’s the hard truth: if your LinkedIn Ads aren’t working, it’s probably not the algorithm. It’s likely the strategy, targeting, or creative—or all three.

Let’s break down the three most common mistakes that tank performance (even for great products), and more importantly, what to do instead.

Mistake #1: Skipping Straight to “Book a Demo”

This is the most common error I see in B2B ad strategy.

Marketers set up a campaign that says “Book a Demo” or “Talk to Sales” and blast it to cold audiences who have never heard of their brand.

Here’s why that doesn’t work:

  • The audience doesn’t know who you are
  • They don’t trust your solution yet
  • They’re not ready to make a decision

If someone has never seen your brand before, expecting them to convert on a high-commitment CTA like a demo request is unrealistic. It’s like proposing on the first date.

The Fix:

  • Start with content that educates, informs, or solves a specific pain point
  • Promote webinars, guides, industry reports, or short educational videos
  • Build credibility before asking for a commitment

Think of it as dating your audience before you propose a long-term relationship.

Mistake #2: Poor Targeting

LinkedIn gives you powerful targeting capabilities. But if you’re too broad or too vague, your ads will land in front of the wrong people.

Common targeting mistakes:

  • Targeting only job titles without layering seniority or function
  • Targeting all industries instead of your specific verticals
  • Going too broad with company sizes or geography

If your ad is showing to the wrong people, your conversion rate will suffer, and your CPL will skyrocket.

The Fix:

  • Define your ICP (ideal customer profile) clearly
  • Use job function + seniority + industry together for better precision
  • Upload custom contact or company lists for hyper-relevant targeting
  • Use audience insights from your CRM or past campaigns to refine who you target

Don’t let your message go to waste on the wrong audience.

Mistake #3: Weak or Generic Creative

Even if your targeting is dialed in, your creative still needs to actually speak to the person seeing it.

Too many LinkedIn ads are vague or overly polished. They use jargon, buzzwords, or generic value props like:

“Streamline your operations with scalable solutions.”

…What does that even mean?

If your creative doesn’t speak to a real, specific pain point, your audience will scroll right past it.

The Fix:

  • Write like a human, not a brochure
  • Call out job titles or industries directly in your headline (e.g., “CMOs in Manufacturing”)
  • Focus on one pain point or one benefit per ad
  • Use real customer language from interviews, sales calls, or reviews
  • A/B test different hooks, visuals, and CTAs

When your ad makes someone say, “That’s me,” you win.

What to Do Instead: A Funnel That Matches Buyer Intent

Let’s say you’re running a LinkedIn campaign for a SaaS platform. Here’s a better way to structure it:

Step 1: Awareness/Education

Run ads that promote:

  • An ebook that solves a key pain point
  • A webinar with practical takeaways
  • A quick video explaining a common industry challenge

Use LinkedIn Lead Gen Forms to capture interest without friction. These forms pre-fill user info, making it easier for people to download your resource or sign up without leaving the platform.

Deliver the resource instantly from the thank-you screen to create a strong first impression.

Step 2: Retargeting

Now that they’ve engaged with your content, move them down the funnel.

Run retargeting campaigns to:

  • Book a demo
  • Attend a product walkthrough
  • Talk to an expert

You’re no longer a stranger. You’ve built trust, and now you’re offering value at the next stage.

Bonus: Using Ad Libraries for Creative Inspiration

Not sure what to say in your ads? Don’t start from scratch.

Use Ad Libraries to see what other brands are running right now.

Here are some go-to platforms:

Search terms like:

  • “demo”
  • “free trial”
  • “guide”
  • “template”
  • “ebook”

You’ll find:

  • Hook ideas
  • Creative layouts
  • Offers that resonate
  • Copy that actually converts

You can then remix what you see and adapt it to your brand’s voice and design.

Final Thought: It’s Not the Platform, It’s the Strategy

If your LinkedIn Ads aren’t performing, resist the urge to blame the platform. It’s more likely that:

  • You’re asking for too much, too soon
  • You’re targeting the wrong people
  • Your creative isn’t clicking

The fix? Strategy, messaging, and funnel alignment.

Start with education. Build trust. Nurture your audience. And only then, invite them to take the next step.

When your funnel matches your buyer’s journey, LinkedIn Ads become a powerful growth channel.

Need help reworking your LinkedIn strategy to drive more qualified leads without the wasted budget? Let’s talk.

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