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Channel Benchmarks
0
min Read

How to Choose The Best Ad Platforms For B2B SaaS

Silvio Perez

Don’t want to make a mistake investing in an ad platform that won’t work? 

Regardless of what you hear online, no one can promise you that ( including me). 

But thankfully success leaves clues and we surveyed 60  B2B marketers to find the answer. 

So regardless if you’re a new advertiser, startup founder, or agency owner reading this.

We’ve got you covered, let’s dive in 👇

TABLE OF CONTENTS:

Where can you advertise online?

There is no shortage of opportunities where you can advertise online. 

Most channels can be grouped into these five primary categories:

Channel Category Channel Description
Paid Social YouTube, LinkedIn, Facebook, Instagram, Twitter, TikTok, Quora, Reddit Advertising on social networks.
Paid Search Google, Microsoft Advertising on search engines.
Paid Review Capterra, SoftwareAdvice, SelectHub Advertising on review listing sites.
Programmatic Display, Digital Audio, ConnectedTV, Native Advertising on the open internet.
Sponsorships Influencers, Newsletters, Events, Podcasts Advertising directly with individuals or organizations.

This isn’t an exhaustive list of every available ad platform but it  gives you a sense of what’s possible.

Now that you’re aware of the various ad  platforms available, how do you decide which to choose? 

How to decide on the best ad platform?

When considering investing in a new ad platform here’s four key criteria to consider:

Channel Criteria Description
Targeting options Can you reach your ICP based on the available targeting options?
Media cost How much does it cost per click and per 1,000 impressions?
Reach How large is your audience size with your available targeting options?
Policy Does this platform allow your industry to serve ads without restriction?

With these four criteria in mind let’s go through the qualitative results from our study and what B2B marketers have reported as their best ad platforms.

Which ad platforms are best for B2B lead generation?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 52.7% reported Google Ads
  • 38.2% reported LinkedIn Ads
  • 3.6% reported Facebook Ads
  • 1.8% reported Capterra Ads
  • 1.8% reported Instagram Ads
  • 1.8% reported Native Ads

Which ad platforms are best for B2B awareness?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 56.1% reported LinkedIn Ads
  • 12.3% reported Facebook Ads
  • 12.3% reported YouTube Ads
  • 10.5% reported Google Ads
  • 3.5% reported Connected TV
  • 3.5% reported Display Ads
  • 1.8% reported Instagram Ads

Which ad platforms are most popular for B2B?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 20.2% reported Google Ads
  • 18.8% reported LinkedIn Ads
  • 13.0% reported Facebook Ads
  • 11.2% reported Instagram Ads
  • 9.0% reported YouTube Ads
  • 8.3% reported Microsoft Ads
  • 5.8% reported Capterra Ads
  • 5.& reported Display Ads
  • 2.5% reported Reddit Ads
  • 2.2% reported Native Ads
  • 1.8% reported X (Twitter Ads)
  • 1.1% reported Connected TV
  • 0.4% reported Quora Ads

Which ad platforms are most B2B marketers planning to invest in?

After reviewing the responses from 60 B2B marketers here’s what we found:

  • 13.5% reported YouTube Ads
  • 12.1% reported X (Twitter) Ads
  • 10.6% reported Reddit Ads
  • 9.9% reported Connected TV
  • 9.2% reported Audio Ads
  • 7.8% reported Display Ads
  • 7.1% reported Microsoft Ads
  • 7.1% reportedFacebook Ads
  • 7.1% reported Capterra Ads
  • 5.7% reported Instagram Ads
  • 4.3% reported Native Ads
  • 3.5% reported Apple Search Ads
  • 1.4% reported LinkedIn Ads
  • 0.7% reported Tiktok Ads

Making your final decision on where to advertise

All in all take these survey results as suggestions to see what other B2B marketers are reporting is working for them and what platforms they’re interested in exploring. 

Ultimately don’t forget the four key criteria when making your decision of where to advertise.

When you finally decide, run a small pilot of $100-$1,000 just to get your baselines.

From here you’ll have a better idea of if this channel will make sense. 

Hope you found this article helpful! 

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

Google Ads
0
min Read

How to Create a Winning Google Ads Budget Strategy for B2B SaaS

Silvio Perez

Thinking about investing in Google Ads for your SaaS but not sure how much it will cost? 

In this article I’ll break down how to create a winning budget strategy step by step. 

You’ll walk away knowing how much you’ll need to invest on a daily, monthly, and quarterly basis. 

And most importantly if Google Ads makes sense for your business. 

Let’s dive into it 👇

TABLE OF CONTENTS:

How much is required for a starting Google Ads budget?

This is the first question that usually comes to mind when considering Google Ads. 

Which will then be met with a variation of questions such as: 

  • Is $10/day enough for Google Ads?
  • Is $100/day enough for Google Ads?
  • Is $1,000/day enough for Google Ads?

And so on, and so on… 

When the reality is it’s all circumstantial based on the keywords you’re looking to target. 

Equally important to how much is required is how many people are searching? 

You could have a keyword that costs $0.01 per click but if only 5 people search is it really worth it? 

So in order to answer this question you have to perform keyword research with the Keyword Planner.

Navigate to Tools > Planning > Keyword Planner within your Google Ads account to access it. 

It doesn’t cost anything to open a free Google Ads account so anyone can access this tool. 

Within the Google Ads Keyword Planner enter your dream keyword you want to research. 

For example, I’ll use “google ads courses” as an example: 

After researching I can see the following keyword costs and monthly volume estimates:

I recommend always using the top of page bid (high range) as your estimate. 

I’ve never seen these estimates be 100% accurate and you’ll never know your real CPC until launch. 

To account for this margin of error I recommend adding +20% on top of your top of page estimate. 

This means in our google ads courses example:

  • It would potentially cost me $13.7 per click ($11.42 +20%) 
  • I can receive up to 1,600 clicks per month in the USA. 

Based on these two data points we can assume it’s possible to spend up to $21,920 per month on this keyword ($13.7 * 1,600). 

Outside of the return on investment, don’t forget about return on effort. 

If your dream keywords have very limited search volume (ex: < 100/month) it might not be worthwhile. 

How to forecast a daily, monthly, and quarterly Google Ads budget

Once you know your estimated cost per click you’re ready to put together a forecast. 

We’ve created a free Google Ads Budget Calculator tool that you can use to easily plan your daily, monthly, and quarterly budget. 

You’re going to need the following information for the forecast: 

  • Your average cost per click (from the Keyword Planner or real data) 
  • Your quarterly sales goal 
  • Your average win rate 
  • Your average revenue per sale

With all this information at hand you’ll plug these different values into the calculator. 

Based on your landing page conversion rates you can model a worst, moderate, and best case. 

From here you can see how much it will cost to acquire a customer and the budget required to hit your sales volume target. 

I highly recommend paying attention to the number of clicks required per lead, this will help frame expectations on how much traffic you’ll need and if your search volume is sufficient. 

As you’ll see, your landing page effectiveness is essential at reducing costs 💥

With this forecast at hand you’ll know exactly how much to invest. 

How to allocate Google Ads budget by  campaign strategy

You should be clear on how much you’ll need to invest in your Google Ads campaigns. 

Now the next step is to figure out how you’re going to allocate your budget. 

In my experience managing Google Ads campaigns for B2B SaaS companies, there are five proven campaign themes to invest in; NonBrand, Brand, Competitive, RLSA, and Content. 

Here’s my recommendation on budget allocation by each if you want to maximize volume. 

Use all of these as starting points and modify the amounts based on your data/nuances. 

NonBrand = 40% of total budget

NonBrand campaigns are where you’re bidding on high-intent keywords that don’t include your brand, for example google ads courses would be non brand for us at AdConversion. 

Think about your keywords you’d like to cover that problem aware prospects would search for. 

NonBrand keywords typically contain high-intent modifiers such as: 

  • Software
  • Platform
  • Tool
  • Technology
  • Solution

If you have enough search volume on non brand keywords there’s no easier way to drive conversions than showing up for people looking for solutions to their problems. 

Brand = 20% of total budget

Brand campaigns are commonly referred to as “defense” campaigns where you’re bidding on your own brand name to outrank competitors bidding on yours.  

You can make the case that people searching your branded terms would convert anyways and it’s not worth the investment. 

This is why I recommend no more than 20% of the total budget on this campaign initially. 

I’ve seen exceptions here with some of our clients where they saw net new revenue decline significantly from pausing their branded campaigns. 

Let your data guide your allocation. 

Competitive = 25% of total budget

Competitive campaigns are the opposite of brand where you’re bidding on competitors' names to appear for their existing customers and prospects. 

These campaigns can be really hit or miss depending on your execution.

Make sure you’re doing it in a classy way and have dedicated comparison pages. 

This theme can be really powerful at driving qualified traffic as these searchers are solution aware. 

RLSA = 10% of total budget

RLSA stands for remarketing list for search ads. 

This just means search remarketing, anyone that searches your keywords AND is part of an audience. 

For example, anyone that has been to your site in the past 90 days and is searching your keywords.

RLSA campaigns can be really powerful when you have enough site traffic and are dealing in competitive niches. 

Depending on your available remarketing audience sizes you can decide if this makes sense initially. 

Given the limitation of size we typically only allocate 10% here to begin. 

Content = 5% of total budget

Content campaigns are great for supporting SEO efforts. 

If you have certain keywords you’re struggling to rank for, content campaigns are worth investigating. 

This is where you’re going to bid on longtail content related keywords that typically have much lower cost per click prices and drive that traffic to a blog or relevant content piece. 

Depending on your content strategy I’d give this some consideration. 

Hope you found this article helpful! and now know how to create a winning Google Ads budget strategy. 

Frequently asked Google Ads budget questions

Does Google Ads work on a small budget?

Yes, and no. Small is relative to your average cost per click prices. 

I’d recommend being able to afford at least 100 clicks per month. 

Does Google Ads work for B2B SaaS? 

Absolutely, intent is what makes Google Ads so powerful. 

The biggest challenge for B2B SaaS is scale. 

What is a good Google Ads budget? 

A Google Ads budget is one where you can support your business objectives. 

Using the following information you can create a forecast to understand what is good: 

  • Your average cost per click 
  • Your quarterly sales goal 
  • Your average win rate 
  • Your average revenue per sale

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

LinkedIn Ads
0
min Read

14 Powerful LinkedIn Thought Leader Ad Strategies Worth Testing

Alejandro Perez

Everyone knows that B2B buying has changed. 

People trust people more than they trust companies, making thought leadership ads more important than ever before. 

If you’re looking to use thought leader ads in your LinkedIn ad strategy but aren’t sure how to get started, this article is for you. 

Here are 14 thought leader ad plays and examples you can test. 

Let’s jump into it! 👇

TABLE OF CONTENTS:

Play #1: Announce new product features, integrations, and partnerships

🔑 to success: Trust your audience. Target the experts and speak to them like they’re experts. Show them all the cool things they’ll be able to achieve with your product. 

Example 1: Dreamdata

Example 2: Gong 

Example 3: UserGems 

Example 4: Dreamdata

Play #2: Highlight the main problem your product solves + the solution it provides

🔑 to success: After prospects read your content, they should be able to clearly articulate the problem your product solves + the solution it provides. If they can’t, you need to simplify your messaging. 

Example 1: Apollo

Play #3: Highlight a case study featuring your own company

🔑 to success: Show how your team is using YOUR tool to reach YOUR goals – your company can serve as its own case study. 

Example 1: UserGems

Example 2: Apollo

Example 3: Sendoso

Example 4: Salesloft

Play #4: Highlight a case study featuring one of your customers 

🔑 to success: Clearly articulate how you’ve been helping an existing customer achieve their goals. 

Example 1: Lavender 

Example 2: Loxo 

Play #5: Generate buzz before attending an in-person event

🔑 to success: Use an ABM list of attendees or ABM list of companies + key job functions to make sure you’re getting in front of the right people. 

Example 1: HockeyStack

Play #6: Stay top of mind after an event

🔑 to success: Have an attendee post a recap after an event so that your brand is staying top of mind in the following weeks. The idea isn’t to push your product, but to keep raising awareness within key accounts. 

Example 1: Sendoso

Play #7: Promote your own event

🔑 to success: Have your event speakers announce their participation on their personal pages and boost the posts to increase overall reach. This is a win for the speakers and for your company – speakers will feel supported and your event will get more registrations. 

Example 1: Gleanin 

Example 2: Gleanin 

Play #8: Promote an upcoming webinar

🔑 to success: Clearly highlight the value of the webinar for your audience – what will they learn by attending? Make sure to tag the speakers to generate more interest. 

Example 1: Sendoso 

Example 2: Copy ai 

Example 3: DoWhatWorks

Play #9: Promote your newsletter

🔑 to success: Keep it simple & highlight what people will get out of subscribing. 

Example 1: Motion 

Play #10: Celebrate customer wins

🔑 to success: Highlight customers when they win an award or achieve something big. This strategy provides social proof to help with prospecting efforts, but it’s also a great retention play, as it makes existing clients feel supported. 

Example 1: Sendoso

Example 2: Lavender

Play #11: Demo different use cases of your product

🔑 to success: Have a senior leader – from your own company or one of your customers – educate prospects on how they can use your product to achieve their business goals. 

Example 1: Dreamdata 

Example 2: Clay 

Example 3: Clay

Play #12: Share long-form content with insights that your ICP would be interested in

🔑 to success: Don’t tell everyone how great your product is – instead, show them the insights they could have access to if they used it. Also, make the content industry-specific. For example, content about conversion impact or email subject lines in B2B SaaS will be much more powerful than content about conversions or email in general. 

Example 1: HockeyStack

Play #13: Provide practical advice based on insights from your platform

🔑 to success: Don’t provide generic advice that people have heard many times. Instead, give advice that your ICP may find surprising, and always back it up with data from your platform. This strategy is powerful because potential buyers will be grateful for the thought leader’s recommendations AND they’ll also relate the thought leader’s content to your organization (and hopefully be interested in learning more). 

Example 1: Lavender

Play #14: Leverage social proof from existing customers

🔑 to success: Promote content from respected customers within your target industry highlighting the use cases and overall impact of your product.

Example 1: UserGems 

Example 2: Clay

Putting LinkedIn Thought Leader ads into action

If you’re excited about thought leadership ads and want to start running them right away, here’s what I would recommend:

1. Find a few people at your organization that would be great thought leaders. They don’t need to be influencers with 50K followers – they simply need to have a deep understanding of your product and your ICP (bonus if they also enjoy writing).  

2. Once you’ve selected your thought leaders, choose the top 3 strategies from this playbook that you’d like to begin with. I don’t recommend starting with all 14 strategies at once, since that could get pretty overwhelming. 

3. Have your thought leaders post a few times per month and boost their content to your ICP.

That’s all you need to get started. 

P.S.

If  you’re starting out with thought leadership ads, I recommend using the engagement objective to build your retargeting audiences in a cost-effective way. 

And if you want a complete masterclass on LinkedIn ads objectives, ad types, and bidding strategies, I highly recommend checking out this article by Ali Yildirim. 

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

Google Ads
0
min Read

Intro to B2B Google Ads: Crash Course For New Advertisers

Silvio Perez

Want to master Google Ads for B2B? 

We’ll dissect Google Ads from a 10,000 foot view in this guide. 

So you can walk away knowing: 

  • What is Google Ads? 
  • Is your ideal B2B buyer searching on Google? 
  • How can you get your ad seen on the top of Google?
  • How much does Google Ads cost?

So whether you’re a SaaS founder, performance marketer, or in-house marketer looking to: 

  • Scale demo and trial requests for your new B2B SaaS startup 
  • Run Google ads for clients or launch  campaigns internally
  • Work with  freelancers or agencies running your Google Ads 

It all starts here with the fundamentals, so let’s dive in! 👇

TABLE OF CONTENTS

What is Google Ads? 

Google Ads is an auction place. 

Or as I like to think about it, a battleground. 

Where you have thousands of advertisers competing against each other to show up on the top of Google when their ideal prospect searches for their products & services.

With 8.5B + searchers happening per day on Google there is a very HIGH likelihood your ideal B2B buyer is using Google to find information, and research solutions. 

Is Your Ideal B2B Buyer Searching on Google?

Depending on the niche you’re in Google may or may not make sense. 

You can create a free Google Ads account and leverage the Keyword Planner to validate demand. 

All you need to do is research the ideal keyword your dream buyer would search and review the average monthly search volume and top of page bid estimates.

In the example below, I can see that for “email marketing software” there is:

  • 1,000 - 10,000 average monthly searches
  • $49.75 top of page bid estimate 

If your ideal keyword has > 100 searches per month, Google can be a worthwhile return on effort. 

How Much Does Google Ads Cost?

Before diving into how much does Google Ads cost? 

With Google Ads you’re only charged on a cost-per-click (CPC) basis. 

Meaning you only pay Google if someone clicks your ad, so unlike traditional advertising you’re not being locked into a fixed contract and paying just for eyeballs (aka impressions). 

So in short if someone sees your Google Ad and doesn’t click, you won’t pay. 

This is what makes Google Ads so attractive, but extremely competitive.

Here’s two ways to find out how much Google Ads will cost for your ideal keywords:

1/ Review Top of Page Bid Estimates in the Google Ads Keyword Planner 

As shown in the previous step you can leverage the Keyword Planner to find bid estimates. 

In my experience these estimates are never 100% accurate and recommend adding 20% on top of the top of page bid estimate to be safe. 

For example, with the keyword of email marketing software we have a $49.75 top of page bid estimate, adding 20% makes it $59.70 allowing us a margin of error to better set expectations. 

2/ Launch a Pilot Campaign for $100

Ultimately you’ll never know your real cost per click prices until launching. 

If you’re seriously considering Google Ads I recommend launching a pilot campaign for $100. 

The whole objective of this campaign is to understand; what is my REAL cost per click price? 

Here’s a simple cheat sheet for setting up this campaign: 

  • Campaign Name = {Region}_{KeywordTheme}_{MatchType}
  • Locations = {Your Target Country/Region/State}
  • Match Type = Exact
  • Bidding = Manual CPC

This setup will allow you to have the greatest control to discover your real CPC prices. 

How to Forecast Your Google Ads Budget

Once you know the following: 

  • Your quarterly sales goal 
  • Average cost per click
  • Opportunity win rate 
  • Revenue per sale 

You can easily forecast a daily, monthly, and quarterly budget using our Google Ads Budget Calculator based on worst, moderate, and best case scenarios. 

Give it a look, there’s a video tutorial on the page for you explaining the process. 

Why is Google Ads So Powerful?

Intention Is what makes search advertising so powerful  🤝

You can reach exactly the right person, in the right place, in the right location searching for your specific product or service. At that point all you have to do is show up and not mess things up.

I always say Google Ads is a blessing and a curse; they bless you with intent, and curse you with scale. 

Given your industry search volume will vary dramatically and it can become hard to scale. 

The key is to win Google’s Ad Rank game to offset competitors and rising click prices. 

How Can You Get Your Ad Seen on the Top of Google?

Every time you search for something on Google (or other search engines such as Yahoo, Bing, and Firefox) the results page you’re directed to afterwards is the Search Engine Results Page (SERP).

I like to think of the SERP as the Battleground in which Google Ads takes place. 

The SERP is Divided Between Paid and Organic Results.

The Google SERP usually has about 3-4 paid ads at the top and 3 at the bottom.

Ad Rank Determines the Position of Your Ad on the First Page

Which determines if your ad is on top of the first page of or nowhere to be seen.

Your goal is to appear in the top 3 spots as click-through rates decline with lower positions.

Higher Position Doesn't Always Mean Greater Cost

The remarkable thing about Google Ads is that you can be #1 on the page and pay less than your competitors who are in positions lower than you (hypothetical example below). 

If after reading this article you believe Google Ads is worth further exploration. 

Build on this fundamental understanding of Google Ads for B2B. 

Hope you found this useful! 

Resources for Mastering B2B Advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

LinkedIn Ads
0
min Read

5 Unconventional Ways to Use The LinkedIn Ads Library

Silvio Perez

Most marketers know the LinkedIn Ads library exists. 

And the basics of how to use it (ex: search a competitor and voila you’ll see their ads 🪄) 

You’re going to go beyond the basics in this article and learn. 

5 unconventional ways experts use the library to uncover insights and inspiration.

Let’s dive into it 👇

TABLE OF CONTENTS

Unconventional Way #1: Finding Conversation Ads Copy

When you open up the LinkedIn Ads Library you can search %FIRSTNAME% to see conversation ad copy examples from competitors and relevant brands.

Here’s how to find conversation ad copy examples step-by-step:

  1. Open up the LinkedIn Ads Library and search for a relevant competitor or brand.
  1. Enter %FIRSTNAME% under search by keyword and select your relevant country and date range filters. 
  1. From here you can browse all available variations based on your filters 🎉

 

If you don’t see any conversation ad messages you’ll likely need to adjust your filters or it’s possible your competitors or the relevant brands you’re researching aren’t actively testing this ad format.

Unconventional Way #2: Identifying Localization Campaigns

Localization campaigns are when you advertise outside your primary language and draft ads, and landing pages relevant to a specific language. 

We’ve seen advertising outside of the English language a reduction in costs by up to 70%. 

If you have the potential to advertise outside of English it’s definitely worth testing. 

Here’s how to identify localization campaigns with the ad library:

  1. Open up the LinkedIn Ads Library and search for a relevant competitor or brand.
  1. Filter by all countries and uncheck your current target locations (ex: United States)
  1. Browse through the results to identify different localization campaigns (look for ad copy that isn’t in your primary language, example below is an ad in German). 
  1. Click view details on the ad to identify the targeted locations. 

Write down any interesting target countries and/or languages your competitors are targeting that you might consider reaching with localization campaigns. 

Unconventional Way #3: Studying Competitive Offers

Let’s say you’re a B2B SaaS company looking to drive more demo requests. 

You can use the LinkedIn ad library to easily see ads from competitors or relevant brands that are also trying to drive more demo requests. 

The same is true if we’re talking about free trials, webinar registrations, ebook downloads, and anything else you can think of. 

Here’s how to study competitive offers with the ad library:

  1. Open up the LinkedIn Ads Library and search your offer in the search by keyword filter.
  1. From here you can browse various ad types that mention your offer within the ad copy. 
  1. You can repeat this process and narrow down your filters for further granularity. 

Unconventional Way #4: Creative Concept Discovery

Most advertisers using the library will just look at the ad examples provided and not dig much further. 

Instead what you should do is look for patterns around creative concepts to understand your competitors creative strategy (or the relevant brand in question). 

Creative concept = the format of which the creatives are designed off 

Here’s 10 examples of creative concepts:

  1. Before & After
  2. UGC
  3. Meme
  4. Product Mockup
  5. Illustration (Drawings)
  6. Stats & Research
  7. Comedy Skit
  8. Animated
  9. Behind-the-Scenes
  10. AI Generated

Using the library take note of any patterns of creative concepts your competitor/brand in question might be repeating. If it’s significant you might want to consider testing a similar concept. 

Use your best judgement when labelling concepts and look for patterns. 

Unconventional Way #5: Landing Page Tear Downs

When viewing ads in the library you can  click on the CTA button to open up the associated landing page the ad is driving traffic towards. 

The original UTMs are also still within the URL parameter so you can reverse engineer these to better understand your competitors ad strategy (learn how here)

With this valuable information you can tear down each page for inspiration. 

Hope you found this article useful! 

See you in the next article or one of our free courses!

Resources for mastering B2B advertising

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LinkedIn Ads
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min Read

LinkedIn Spotlight Ads In 2024: Are They Worth The Investment?

Silvio Perez

Should you invest in LinkedIn Spotlight Ads? 

In this article you'll learn: 

  • The pro's and con's of LinkedIn Spotlight Ads
  • How much LinkedIn Spotlight ads cost 
  • Examples of LinkedIn Spotlight ads
  • 3 LinkedIn Spotlight ad strategies 

By the end of this article you’ll know if this ad type makes sense for you.

Let’s dive into it! 👇

Contents

What are LinkedIn Spotlight Ads?

Spotlight ads are only seen on desktop devices and use a combination of your audience's LinkedIn profile data such as photo, company name, and job title to dynamically change based on the user. 

LinkedIn Spotlight Ad Specs

When creating a spotlight ad you’ve got the following options:

  • Ad headline = 50 characters 
  • Company name = 25 characters
  • Company Image = logo or image in JPG or PNG that is < 2 MB 
  • Background Image (optional) = 300x250 in JPG or PNG 

I’d personally recommend not adding a background image as it removes the ad description, and the users profile photo will not be shown, which defeats the purpose of this ad type 😅

4 Reasons to Invest In LinkedIn Spotlight Ads 

Reason 1: 74% Lower Cost Per 1,000 Impressions (CPM)

After reviewing $1,726,264.56 in spend by ad type for our B2B SaaS clients, we found linkedin spotlight ads have an average CPM of $5.23, 74% lower than single image ads. 

Reason 2: Increased Ad Recall

Spotlight ad placements are very “low key” and unintrusive. 

They only appear on Desktop and are served on the right side of the newsfeed. 

Given an average CPM of $5.23 and subtle placement you can rack large frequencies > 20 without negatively impacting your audience’s experience. 

The combination of high frequency and low impression costs = greater potential ad recall 

Reason 3: Low Creative Effort

Spotlight ads only require an image that is < 2MB making it an EXTREMELY low creative effort. 

Compare this to formats like single image, carousel, or even video ads. 

If you want more exposure without a ton of effort they’re an easy addition. 

Reason 4: Flexible Bidding Strategies

Spotlight ads allow you to multiple bidding strategies depending on your campaign objectives. 

  • Maximum delivery = LinkedIn will automatically adjust your bids for the most exposure
  • Cost cap = set a target cost per landing page click 
  • Manual bidding = set a specific bid per landing page click

With each of these bidding strategies you have flexibility to test and leverage the one that allows you the greatest exposure for the lowest cost. 

4 Reasons You SHOULD NOT Invest In LinkedIn Spotlight Ads 

Reason 1: 83% higher average CPC prices

After reviewing $1,726,264.56 in spend by ad type for our B2B SaaS clients, we found linkedin spotlight ads have an average cost per click of $7.93, 83% higher than single image ads. 

Reason 2: You want to generate the most conversions 

Spotlight ads have horrible engagement rates compared to other LinkedIn ad types. 

If your primary objective is to drive conversions then spotlight ads are not the ideal ad type to use. 

Reason 3: You’re trying to drive the most traffic to your site 

Spotlight ads have below average clickthrough rates compared to other ad types which makes using them to drive site traffic a poor use case of budget. 

Reason 4: You’re not already investing in other ad types

Spotlight ads are not a game changer ad type. They should be used in support alongside other more dominant ad types such as (image, video, or conversation). 

The best use of spotlight ads is remarketing, allowing you to stay top of mind at a low cost in front of the audiences that already know/like/trust you. 

3 LinkedIn Spotlight Ad Strategies Worth Testing

In no particular order, here’s 3 strategies worth testing with spotlight ads.

Strategy #1: Remarketing

The real advantage of spotlight ads are low distribution costs with an average CPM of $5.28.

This in combination with the fact that spotlight ads are a non-intrusive ad type on desktop devices and limited right-hand placements makes them great for remarketing. 

You can leverage spotlight ads to remarket: 

  • All website visitors
  • Company page visitors 
  • Past event attendees
  • Contacts of customers, and  leads in nurture

If you want to learn more about building a LinkedIn remarketing strategy check out our in-depth article on How to Build a Multichannel B2B Retargeting Strategy (Step-By-Step)

Strategy #2: Company Page Growth

Another potential strategy to test spotlight ads is growing your LinkedIn company page. 

You can leverage this ad type to drive visitors to view your page (which will then hopefully lead to a follower), check out this example from Aurora who is using a CTA of “Follow”. 

Strategy #3: Job Recruitment

Spotlight ads are available with the Job applicants campaign objective and given it’s dynamic element (automatically pulling the photo of the user) you can create personalized recruitment ads. 

I hope you found this article useful!

And as promised, now know if this ad type makes sense for you.

Resources for mastering B2B advertising

If you’re serious about mastering B2B advertising then you definitely need to join 1,000+ B2B marketers leveling up their paid advertising skill sets in AdConversion. 

‍Here’s 4 reasons why you should consider joining. Every one of our on-demand courses are:

✅  100% free access.

✅  Taught by vetted industry experts.

✅  Have workbooks, resources, and templates.

✅  Less than 10 minutes per lesson.

We believe every marketer should know how to scale paid ads so they can:

  •  Scale their ideas
  • Level up their careers
  • Make a positive impact

Click Here to Join 1,000+ B2B Marketers Today and start leveling up your advertising skill set.

Takes < 90 seconds to sign up (seriously we timed it 😂)

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