LinkedIn has become one of the most effective platforms for B2B marketing, and that’s especially true for SaaS companies. The unique combination of a professional network and advanced targeting options makes LinkedIn the ideal platform to showcase your SaaS solution.
Only, creating effective LinkedIn ads can be quite a challenge. Fortunately, there are many inspiring examples of companies that have done so successfully. In this article, we share some of the best LinkedIn SaaS ad examples to inspire your campaigns.
Contents
Why advertise on LinkedIn for SaaS?
Before we dive into the examples, it is important to understand why LinkedIn is so effective for SaaS marketing. LinkedIn offers:
- Professional audience: First, the network is a direct gateway to decision-makers and professionals responsible for purchasing SaaS solutions. Unlike other social media, where the focus is often on entertainment, LinkedIn is all about business connections and professional development.
- Advanced targeting options: In addition, LinkedIn offers advanced targeting options so you can target ads to specific audiences. Think company size, sector, job title or seniority. This ensures that your message is not only seen, but also relevant to the right people.
In short, LinkedIn is the perfect place for high-ticket B2B SaaS companies to build their brand, strengthen relationships, and generate valuable leads.
6 Types of LinkedIn product ads for your SaaS
Here are our main 6 types of LinkedIn product ads that should not be missing from cold LinkedIn campaigns for your SaaS.
- Comparison
Before using [your SaaS] / After using [your SaaS]. - General
What solution are you offering? Example: All your CSR activities in one place. - Question
Are you still doing [job to be done] the old way? Do [job to be done] in half the time with [your SaaS]. - Problem / solution
Example: Are you losing valuable leads in a jumble of spreadsheets? Centralize your customer data and track every interaction with one powerful CRM platform. - Pain point of your persona
[Persona], are you completely fed up with [pain point]? - Key statistic
Increase [benefit] by at least 76%. CTA: Find out how to increase [benefit] with [your SaaS].
When your cold campaign runs for a while, start with retargeting campaigns. Cases and testimonials are great for this phase.
Below we’ll show examples of these ads from SaaS companies.
Examples of the best LinkedIn SaaS ads
Comparison before/after
In all LinkedIn campaigns, the comparison is the best-performing ad for a cold audience. You can show a comparison based on a feeling as with Intercom. Or you can show before and after use of your SaaS like Walnut. Using a touch of humor is even better!
Because the comparison works so well, we always use it in our SaaS LinkedIn campaigns. It never ceases to amaze me how well these types of ads perform, so this is a must-have for your SaaS LinkedIn campaigns!
General product features
These LinkedIn ads from Airtable, Lusha, Ramp and Pendo nicely explain what their software does in short and powerful language. These are not always the best-performing ads, but necessary to show exactly what your SaaS does.
Job to be done
When you address your persona, you build a connection. If you then name the problem, your audience will understand that this problem is solvable. Then again, if you use a meme like HockeyStack, you might also conjure a smile on the reader’s face.
Pain point
Asking a question about a pain point or just magnifying the pain point as in the PandaDoc ad always works well. This is how you show that there is a problem and that your SaaS can solve it.
Important metric
Statistics are essential to reinforce your message. You can say that your SaaS saves more time or generates revenue, but if you can express this in numbers, you will gain much more confidence. One way to get these numbers is to use public data about your market or conduct a survey of current users of your SaaS.
Testimonials for retargeting
Testimonials always do well and we normally use them in the retargeting layer. Potential customers already know from the cold campaign what problem you are solving. With good testimonials and cases from other users, you give them even more confidence. The best ads are testimonials with numbers.
Tips for LinkedIn SaaS Ads
Now that we’ve looked at some inspiring examples, below are a few key elements you don’t want to miss:
1. Focus on the customer with a clear and concise message
Make sure your ads focus on the customer’s needs and challenges. What are their pain points and how does your SaaS solution help them?
To do this, use a clear and concise message. LinkedIn users often scan through their feeds quickly, so make sure your message is direct and clear. Avoid jargon and keep it simple so your target audience quickly understands your offer.
2. Make use of visual elements
Make sure your ads are visually appealing. Visuals play a big role, as it makes the user stop scrolling on LinkedIn. Whether you use an image or a video, it should attract attention and be relevant to your message. Think about what appeals to your target audience and use images that convey that feeling. Preferably use people in the image and contrasting colors that really stand out.
3. Provide a strong Call-to-Action
Every ad should have a clear and compelling CTA. This is your chance to urge people to do something. Make sure your CTA is clear and appealing so people know what to expect. Examples of CTAs in LinkedIn campaigns are:
- Download the checklist
- Go to the case study
- Watch the demo video
- Start your trial
- Book a demo
4. Use A/B testing
Test different versions of your ads to see which performs best. Vary images, headlines, and call-to-actions to get optimal results. And also be sure to test different audience compositions.
5. Monitor and optimize
Use LinkedIn’s analytics tools to track the performance of your ads. Look at metrics such as clicks, conversions and cost per lead. Adjust your strategy based on this data.
Also read: LinkedIn advertising costs and benchmarks
7 Common mistakes with LinkedIn campaigns
When launching LinkedIn ads, there are a few common mistakes you want to avoid.
1. Targeting too broadly
While it’s tempting to reach as many people as possible, it’s more effective to target your ads to a specific group. Avoid the LinkedIn Audience Network and don’t turn on “Enable Audience Expansion.” While this may broaden your reach, it does not necessarily increase the quality of your campaign.
2. Not managing frequency properly
Another common mistake is not properly managing the frequency of your ads. It’s tempting to show your campaign anywhere, anytime, but too much exposure can lead to ad fatigue among your target audience.
This can result in lower engagement and a negative perception of your brand. Be sure to keep an eye on frequency and experiment with how often your ads are displayed. A good balance will keep your message fresh and keep your audience interested.
3. Too few ads in LinkedIn campaigns
In addition, we often see advertisers include too few ads in their campaigns. With only one or two ads, you miss the opportunity to test what works best.
By creating multiple variations of your ads, you can try out different elements such as texts, visuals and CTAs. This not only helps you get better insights, but it also keeps your campaigns dynamic and interesting to your audience.
4. Not measuring conversions
Another crucial mistake is not setting up and measuring conversions properly. It is important to know what actions users take after clicking on your ad. Without proper conversion settings, you are missing out on valuable data that will help you understand what works and what doesn’t.
Make sure you set up conversions correctly in LinkedIn, and use tools like Hubspot or Google Analytics to track your results. By analyzing this data, you can continuously improve your strategy and get more out of your campaigns.
5. Don’t let LinkedIn do your bidding
It’s important to manage your bidding strategies yourself. Don’t let LinkedIn automatically bid for you, as this can lead to inefficiencies and higher costs.
By setting your own bids, you have more control over your spending and can be more responsive to the competition. This will help you get the most out of your budget and ensure that your ads get the right attention.
6. Don’t forget to optimize your landing pages for conversions
Many marketers focus on their ads, but forget that the landing page is just as important for conversions. Make sure the page loads quickly, is clear and contains a clear call-to-action that matches your ad.
Make it easy for visitors to take the next step, such as a demo request or download. Optimize your landing pages by A/B testing with headers, colors and buttons. Even small tweaks can make a big difference and help your campaigns perform optimally.
7. Using the same ads for too long
Repeating the same ads over a long period reduces their effectiveness. LinkedIn users then see your ad as background noise, causing ad fatigue and reducing the impact of your campaign. Keep your ads fresh by regularly refreshing visuals, headlines and call-to-actions.
Try to test variations regularly so you know which elements work well and keep engagement high. That way your brand stays relevant and you get the best results from your campaign.
Want to advertise on LinkedIn for your SaaS?
Outsourcing these tasks to a LinkedIn marketing agency can not only be time-saving but also lead to better campaign performance and higher ROI. So are you a B2B SaaS founder or marketer and want to advertise successfully on LinkedIn? Then get in touch, we’d love to help you based on our experience with hundreds of LinkedIn ad campaigns!
