LinkedIn Ads
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Your secret weapon for improving your LinkedIn Ads ROI with formula-driven creatives

Table of Contents

My Name is Alex Gluz

  • Digital marketing expert with 16 years of experience helping companies grow through effective paid advertising and proven growth strategies.
  • Founder of T.A. Monroe - a B2B agency where we turn marketing challenges into success stories.
  • We use battle-tested, data-driven demand generation frameworks to help B2B SaaS companies predictably scale their revenue within 6 months, without the risk of wasting budgets.
  • Over the last eight years we've built and optimized over 3,500 paid campaigns across Google, LinkedIn, and Meta.
  • Our frameworks that have consistently delivered an average of 53% increase in high-quality leads and 27% reduction in CAC for our clients.

Why You should Care

  • Most LinkedIn advertisers see conversion rates below 3% because they lack proven copywriting formulas.
  • Writing LinkedIn ads without tested templates leads to low engagement and wasted premium ad spend.
  • Poor performing ads on LinkedIn are especially costly since you're paying to reach high-value B2B decision-makers.

Does This Stuff Actually Work?

Here are just some of the companies and B2B businesses T.A. Monroe has helped get sustainable results with LinkedIn ads.

TA Monroe Digital - Marketing Agency for B2B SaaS Companies

Our Clients

Our Clients



Single Image Ads

Copy Formulas & Creative Examples



Image Copy Formulas


VS X3W Formula


VS X3W Formula

1

Title

1st word - Start with a verb or an adjective

2nd word - the number of steps/insights/tips in the report/guide/ebook

3th word - the target audience

4th word - the steps/insights/tips

5th word - the year

2

Subtitle

Explain what will they get (elaborating more on the Title)

3

Button

Clear CTA

VS X3W Formula Examples


VS X3W Formula Summary

The VS X3W Formula delivers concise, actionable, and relevant ad copy, driving higher engagement, better conversions, and more qualified leads. By combining clear value propositions with timeliness, it ensures your message resonates with the right audience.

Higher Engagement

Specifying exactly what the audience will gain creates curiosity and encourages clicks.

Relevance and Timeliness

Including the year and targeting specific audiences increases urgency and conversion rates.

Increased Clarity

Clear messaging reduces ambiguity, leading to more informed clicks and higher-quality leads.

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The 4Ws Formula

This formula explains the 4 most important factors our prospect needs to know.

1

Explain exactly what it is you’re promoting. For example:

  • Latest Report
  • New Report
  • Latest Guide
2

The name of the asset

3

What will the prospect get out of it?

Use a strong value proposition. For example:

  • Improve Your Third-Party Cyber Risk Management
  • Understand the Full Scope of Third-Party Supply Chain Cyber Risk
  • An Effective Approach to Third-Party Cyber Risk Management
4

Short Call to Action. For example:

  • Download Now
  • Learn More
  • Access Guide

The 4Ws Formula Examples


The 4Ws Formula Summary

The 4Ws Formula is a simple and effective approach for creating ad copy that clearly communicates the key details prospects need to know. By addressing what is being promoted, the name of the asset, the value it offers, and a short call to action, it ensures clarity and drives conversions.

Clarity in Promotion

Clearly stating what you’re promoting grabs attention and sets expectations immediately.

Strong and Compelling Title

A well-crafted, specific title captures attention and enhances credibility, encouraging prospects to explore further.

Strong Value Proposition

Highlighting what the prospect will gain ensures the audience understands the value, increasing engagement.

The Without Formula

This Without formula highlights the ‘pain’ your product/service/offer solves. It’s an effective formula for product ads.

1

Benefit

Start with a strong benefit that speaks to the ICP

2

Without

3

Pain point

Mention the pain point they’ll get rid off

4

Feature

Name of the feature

5

Short CTA

Learn More, Book a Demo etc

The Without Formula Examples


The Without Formula Summary

The Without Formula is a powerful method for product and service ads that directly addresses the pain point your offering solves. By clearly presenting a key benefit, highlighting what the user avoids (the pain point), and incorporating a specific feature, it creates a compelling reason for the audience to engage.

Benefit Focused

Starts with a strong benefit that speaks directly to the prospect’s needs, showing immediate value.

Pain Point Resolution

Clearly identifies the pain point the prospect will eliminate, offering a compelling reason to choose the product or service.

Feature Highlight

Names the key feature that delivers the solution, helping prospects understand how the offering works to solve their problem.

The WIP Formula

This formula drives engagement by providing a clear offer, sparking interest with data, addressing a relevant problem, and guiding the audience to take action.

1

What it is

Clearly state what you’re offering
(e.g., “Latest Report”)

2

Interest

Capture attention with a compelling fact or statistic.

3

Problem

Highlight a relevant issue your audience faces

4

CTA

End with a direct call to action

The WIP Formula Examples


The WIP Formula Summary

The WIP Formula is a proven strategy for driving engagement by offering valuable insights, capturing attention with data, and addressing audience pain points. It connects with prospects by presenting a clear solution to a relevant problem and encourages immediate action.

Benefit Focused

Starts with a clear and specific offer that resonates with the audience's needs, delivering immediate value.

Data-Driven Interest

Uses impactful statistics or facts to grab attention and build trust with the audience.

Problem Alignment

Highlights a key challenge the audience faces, making the offer both timely and relevant.

Actionable CTA

Ends with a direct and compelling call to action, making it easy for the audience to take the next step.

Testimonial Variation 1

1

From Pain to Solution

Clearly state the transformation the product or service provides. In this example, we highlight moving from a challenging or time-consuming process (pain) to an efficient, easy solution.

2

Company Logo

Incorporate the credibility of a recognizable brand or organization that uses the product or service. Here, it’s "Cambridge University Press," which adds trust and authority.

3

Testimonial

Highlight a direct, impactful quote from a satisfied user.

4

Call to Action (CTA)

End with a clear action the audience should take. Example: "See How →" directs the viewer to learn more about the solution.

Testimonial Variation 2

1

Client + Solution = Awesome Results

Showcase the transformation by connecting the client’s name, the product or service offered, and the achieved result. Example: "Cambridge University Press uses [Deselect] to simplify targeted outbound campaigns."

2

Visual Trust Indicator

Use the logo of the client or company to provide credibility and reinforce trust. Example: The “Cambridge University Press” logo prominently displayed in the design.

3

Testimonial / User Experience

Present a clear statement from the client highlighting the product's ease of use or benefits. Example: "The Press simply uses a drag-and-drop interface to create targeted lists for outbound campaigns on the fly!"

4

Call to Action (CTA)

Encourage the next step with a direct CTA. Example: "Learn How →," which guides the audience to further explore the product or solution.

Testimonial Variation Examples


Testimonial Variations Summary

The Testimonial Formula variations leverage real customer experiences to create relatable, trust-building ads. By showcasing measurable outcomes, solving specific pain points, and using client logos, these ads resonate with the audience and encourage engagement.

Client-Centric Proof

Highlights real-world results achieved by customers, providing credible evidence of the product's value.

Pain Point Resolution

Frames the testimonial as a transition from a key problem to a practical solution.

Relatable Success Stories

Uses brands or personas to make the ad relatable and trustworthy.

Actionable CTA

Ends with a clear and compelling call to action, guiding prospects toward further engagement.

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Attract the Right People with Your Ads

Wasted spend and unqualified leads are common LinkedIn Ad problems with surprisingly easy fixes. Get a free Opportunity Review to discover simple changes that deliver better leads for less money



Headline Copy

The headline is the second most important piece of copy in LinkedIn ads. It tells the prospect ‘how’ to take further action. The headline must explain the creative in one way and guide the prospect to the next step. The headline in the LinkedIn ads needs to be no more than 70 characters (spaces included).


1. Gated Headline

[feature] + [action]

2. Testimonial Headline

How [name] went from [pain] to [benefit]

3. Pain-Led Product Ad Headline

How to Improve Your [pain point]

4. Feature-Led Product Ad Headline

How to [succeed] [feature]

5. Universal Headline

Get Rid of [problem] Once and For All

Headline Copy Summary

Headlines in LinkedIn ads play a vital role in guiding prospects toward action by clearly communicating the value and next steps. They are designed to quickly capture attention and provide clarity while aligning with the ad’s objective.

Purpose-Driven

Each headline type aligns with specific ad objectives, such as downloads, testimonials, or product promotions.

Clarity and Action

Headlines should be concise (70 characters or less) and clearly explain the creative message to prompt action.

Customizable Templates

Includes formulas tailored for various use cases:


  • Guides/Books: Combines features and actions.
  • Testimonials: Highlights a journey from pain to benefit.

  • Products: Addresses pain points or showcases success and features.

  • Universal: Focuses on eliminating a problem entirely.

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See Which Proven Formulas Match Your Campaign Goals

Wasted spend and unqualified leads are common LinkedIn Ad problems with surprisingly easy fixes. Get a free Opportunity Review to discover simple changes that deliver better leads for less money



Introductory Text


The BFAF Formula

Use the Before & After part of the formula to create short, but strong copy. Here are few examples:

1

Before - Refers to stating the benefit before the feature.

  • [Benefit] To fully understand how to manage your cyber risk across the extended vendor ecosystem
  • [Feature] – read our latest report!
  • [Benefit] To find the best solutions against cyber-attacks [Feature] – read our latest market guide for MDR
2

After - Refers to stating the benefit after the feature.

  • [Feature] Create highly targeted customer segments in SFMC with DESelect Segmentation Tool.
  • [Benefit] No more tedious SQL queries!
  • [Feature] Learn more about the MDR market and its dynamic

The BFAF Formula Examples

Struggling to align manufacturing with financial data? Katana integrates your production and accounting to give you real-time insights for better decision-making.

Uncover the secret to seamless financial tracking for manufacturers, Katana connects your production and accounting data effortlessly!

Find out how Katana helps manufacturers stay profitable by syncing production workflows with real-time accounting tools.

Prepare for the 2024 10DLC cut-off with Telgorithm’s comprehensive guide to ensure compliance and smooth operations.

Ensure your A2P messaging isn’t interrupted, Telgorithm’s 2024 10DLC guide helps you register and comply with ease.

Discover how Telgorithm’s expert insights can help your business stay compliant and maintain high deliverability for A2P messaging.

Learn how Smartly empowers brands to create, optimize, and scale social ads across platforms, all from one unified tool.

Scale your social media advertising effortlessly. Smartly automates workflows and optimizes performance across channels.

Looking to simplify your social ad campaigns? Smartly combines creativity and automation to deliver results at scale.

Discover how following A2P 10DLC best practices rewards your business with less filtering for improved message deliverability and higher per-message throughput rates.


The BFAF Formula Summary

The BFAF Formula uses a "Before and After" framework to create a compelling, structured intro text ad copy that resonates with the audience by addressing their needs and showcasing the solution.

Before: Benefit-First Approach

Starts by addressing what the audience gains, focusing on their key goals or challenges to create a strong hook.

After: Feature Integration

Seamlessly ties in the product or service features, demonstrating how those benefits are delivered effectively.

Clear and Concise

Maintains simplicity and relevance, ensuring the message captures attention and prompts action.

The PS Formula

Use the PS Formula to craft compelling introductory text by addressing the audience's pain point and providing a clear solution. This formula is perfect for creating relatable, to-the-point, and highly digestible messaging.

  • P: Stands for Problem — a challenge or pain point faced by the Ideal Customer Profile (ICP).
  • S: Stands for Solution — the product, service, or resource that resolves the issue.
1

Problem (First Line):

  • Start with a question or statement that captures a key challenge your audience faces.
  • Example: "Tired of wasting hours on manual reporting?"
  • Purpose: Grab attention by addressing a frustration or pain point.
2

Solution (Second Line):

  • Follow up with a direct and clear resolution to the problem.
  • Example: "Automate your workflow with our easy-to-use analytics dashboard."
  • Purpose: Position your product, service, or guide as the perfect solution.

The PS Formula Examples

Infostealer malware compromises sensitive user data, enabling criminals to sell credentials and session cookies on the dark web. Find out how Flare’s Account and Session Takeover Prevention (ASTP) solution identifies leaks and stops threats in real-time to protect your organization.

Leaked credentials and stolen session cookies are fueling the rise in account takeover attacks. Learn how Flare's Account and Session Takeover Prevention (ASTP) solution integrates advanced threat intelligence to identify and block compromised sessions before damage occurs.

Having trouble aligning your inventory with accurate financial data? Learn how Katana combines accounting and production to keep your business running smoothly.

Is your accounting software disconnected from your manufacturing workflows? Katana bridges the gap with seamless integration for better decision-making.

Is inventory management taking up too much of your time? With Katana, you can upgrade your inventory management 25% faster than other inventory systems. Find out how.

If managing your inventory with spreadsheets or an ERP is slowing down your business, it's time to upgrade to Katana's cloud-based software.

Experiencing stockouts and missing delivery deadlines? Get a demo with Katana to see how you can optimize inventory levels in real time and anticipate purchase orders.

Without a proper system, your ecommerce store will struggle under the pressure of mounting orders. Learn how to pick the best tool for your ecommerce order management.

Spending too much time optimizing social ads manually? Learn how Smartly automates ad creation and optimization, saving you time while boosting performance.

Is inconsistent branding across your ads costing you clicks? Discover how Smartly helps you create cohesive, on-brand campaigns across every social platform.

The PS Formula Summary

The PS Formula is a simple and effective framework to craft intro text ad copy by addressing the audience’s pain point and immediately presenting a solution. This formula ensures concise, relatable, and actionable messaging.

Problem:

Starts with a relatable challenge that your Ideal Customer Profile (ICP) faces.

Solution:

Follow up immediately with a direct “fix” to the stated problem, positioning your product or service as the ideal solution to the pain point.

Highly Digestible:

The short and direct messaging makes it ideal for intro ad copy, ensuring clarity and engagement.



Carousel Ads

Copy Formulas & Creative Examples



How to create a LinkedIn carousel ad?

A carousel ad is a new way to present your company’s products and services in a more visual way:

  • A carousel ad features up to 10 cards that showcase different aspects of your business and attract the attention of your target audience. Each card can also be linked to a specific landing page on your website.
  • Ad creators can use a minimum of two and a maximum of 10 cards in one single advertisement copy.
    Each card has its own image, headline, description, and URL.
  • You can also attach a call to action button for the users to click and reach your desired page.
  • The format supports image, video, and text cards with descriptions of up to 70 characters each.
  • The carousel ad feature on LinkedIn also allows ad creators to use videos in their ad copies. Sometimes demonstration-based or story-based ad campaigns require videos for better impact on the ad viewers.

Testimonial Carousel Ads

At TAM, we use testimonial ads to tell successful customer stories & build social proof. For this type of Ad, we use 5 slides:

1

Explain the product

2

Testimonial 1

3

Testimonial 2

4

Testimonial 3

5

Engaging CTA

Lead Generating Carousel Ads

The Carousel ad feature in LinkedIn offers the option of lead generation to the ad creators. Advertisers who seek to generate leads from the Carousel ad can select the option for lead generation.

The Carousel ads that include a lead generation feature can have a call to action or cta button.

Lead generating ads are suited for online sales campaigns when viewers click on the cta after being inspired or impressed by the ad they are directly led to the promoter page for a desirable set of actions that can be closing sales or giving feedback.

Targeted and retargeted Carousel ads

The Carousel ad-making feature on LinkedIn allows for targeted advertisement. Under targeted advertising campaigns ad makers can specify the target audience for the promotional campaign.

The leads obtained from the lead-generating Carousel ad feature can be used for defining the targeted audience and retargeting the advertisement campaigns.

Carousel Ads Summary

Carousel ads on LinkedIn provide a dynamic way to present products, services, and customer stories. They allow advertisers to engage their audience visually and interactively, with each card driving specific actions. These ads can serve a variety of purposes, from building awareness to generating leads and retargeting.

  • Each ad can include 2-10 cards showcasing different aspects of a product or service, with each card linking to a specific landing page.
  • Formats support images, videos, and text, with short, engaging descriptions (up to 70 characters).
  • Carousel ads can include calls to action (CTAs), encouraging actions such as downloading guides, booking demos, or exploring additional resources.

Testimonial Carousel Ads:

  • Share customer success stories to build credibility and trust.
  • Typically include slides for product explanations, testimonials, and a compelling CTA.

Lead-Generating Carousel Ads:

  • Focus on encouraging conversions with direct CTAs.
  • Perfect for online sales campaigns or capturing high-intent leads.

Targeted and Retargeted Carousel Ads:

  • Specify target audiences for tailored messaging.
  • Use data from lead-generation campaigns to retarget prospects with personalized follow-ups.

Key Benefits:

  • Engagement: Visually compelling format increases audience interaction.
  • Flexibility: Multiple cards allow showcasing diverse content within a single ad.
  • Customization: Tailored to audience intent, from awareness to conversion.

Free LinkedIn Ads Opportunity Review


Get Better Leads While Spending Less

Wasted spend and unqualified leads are common LinkedIn Ad problems with surprisingly easy fixes. Get a free Opportunity Review to discover simple changes that deliver better leads for less money.




Conversation Ads

Copy Formulas & Examples



Conversation Ads Templates

Getting Started

Use these templates as a starting point when creating your Conversation Ads. Our advice: don’t limit yourself to these ideas. Be creative, and feel free to experiment.

Best Practices

Different marketing goals require different types of conversations. That’s why you must customize your campaign to drive brand consideration, drive traffic to clients landing pages, and generate high-quality leads. In other words, create targeted ads based on conversation.

Content Personalization

With so much flexibility and many conversation paths to choose from, in some cases, you can start by introducing yourself with your name, title, and company you represent, along with why you’re reaching out:

Free trials and product demos

Drive more website visits

Lead with gift offer

In some cases (if we want to attract even more clicks) we can promote the gift offer in the headline.
For example →

NOTE: If you lead with “gifts”, your ad will get traffic, but not quality traffic. Because people will be attracted to your gift and not your product/offer.


Structure & Examples

Even though the structure of the conversational ads often varies, (depending on the logic in your ad) the goal should be clear right from the start. In some cases we can use gift cards to attract more people to click our ad.

For example →

Note: Since there’s no subject line for Conversation Ads, the first sentence will appear as the subject (similar to any other LinkedIn message), so you must use this to convey your main objective.

For example →

Website Visits (Click Through Rate)


Lead Generation (Leads)




Creative Examples

Sorted by industry: Cybersecurity, MarTech, Manufacturing & Industrial Tech, Banking & FinTech



Cybersecurity

MarTech

Manufacturing & Industrial Tech

Banking & FinTech



Key Takeaways



Linkedin Ads - Best Practices Summary

1. Formula-Driven Copywriting

Structured formulas like The Without Formula and The PS Formula help create clear, effective, and engaging ad copy.

2. Single Image Ads

These ads highlight benefits, address problems, and offer actionable solutions paired with direct CTAs.

3. Carousel Ads

Carousel ads use up to 10 cards with images, headlines, and CTAs, and are ideal for testimonials, lead generation, and retargeting.

4. Conversation Ads

Personalized and interactive, these ads guide users through a tailored journey with CTAs like booking a demo or downloading content.

5. LinkedIn Headline Strategies

Strong headlines drive action by addressing pain points, sparking curiosity, and providing clear solutions.

6. Ad Examples Across Funnel Stages

Different ad messages cater to awareness, consideration, or conversion phases for better audience alignment.

7. Customer-Centric Messaging

Real customer testimonials establish trust by showing relatable problems and solutions.

8. Personalization and Clarity

The best way to get this across is to focus on short, clear, and relatable messages that address audience pain points directly.

9. Best Practices for Lead Generation

Effective lead-generation ads offer value, include strong CTAs, and ensure a smooth user journey.

10. Visual Appeal and Interactivity

Engaging visuals in carousel and single image ads boost attention and drive actions effectively.

Book a Free LinkedIn Ads Opportunity Review

Wasted spend and unqualified leads are common LinkedIn Ad problems with surprisingly easy fixes. Get a free Opportunity Review to discover simple changes that deliver better leads for less money


PS:

This service normally costs $1500, but I have free slots left this month. No pressure, just actionable insights to help your LinkedIn ads perform better.

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