5 LinkedIn Ads experiments to fuel growth

Jun 12, 2025

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Transforming B2B Marketing with LinkedIn Ads: 5 Tests to Drive Growth

As the digital marketing landscape evolves, the challenge of securing organic traffic becomes increasingly daunting for businesses. With rising competition and climbing costs associated with traditional platforms like Google Ads, LinkedIn presents a compelling alternative for B2B brands aiming to enhance their marketing results. In her insightful article, Laura Schiele outlines five key LinkedIn ad tests that can drive growth and engagement for brands navigating the complexities of digital marketing.

1. Thought Leader Ads Testing

Thought Leader Ads (TLAs) represent a strategic shift from corporate-centric messaging to more personal, relatable content. By tapping into the voices of influential individuals within an organization, TLAs effectively engage audiences on a deeper level. These ads should focus on addressing customer challenges rather than mere product promotion, fostering connections through engaging and easily digestible content. The trend highlights that personalization can significantly increase ad engagement, an aspect vital for creating relationships in the B2B space.

2. Conversation Ads Testing

Conversation Ads are designed for small, highly-targeted audiences, allowing brands to connect with qualified leads more effectively than broad, sponsored ads. By experimenting with various elements such as Call-to-Actions (CTAs), messaging styles, and sender profiles, companies can uncover the most effective strategies that resonate with their audience. This tailored approach not only enhances interaction but also improves the cost-effectiveness of lead engagement strategies.

3. Video Ads Testing

Video has proven to be an immersive format that captures attention effectively at the top of the marketing funnel. Shifting away from highly polished corporate video productions, a user-generated content approach is gaining traction, appealing to audiences’ desire for authenticity. The power of video lies in its ability to evoke emotions and convey messages rapidly, making it a compelling tool in a B2B marketer’s arsenal.

4. Carousel Ads Testing

Carousel Ads offer a unique opportunity for storytelling, allowing brands to showcase multiple facets of their services or products through interactive slides. Brands can experiment with themes like product features, data-driven insights, or problem-solution scenarios to optimize engagement. By encouraging user interaction through these dynamic ad formats, businesses can foster deeper connections and drive conversions when used effectively.

5. Offer Testing

To maximize engagement at the top of the funnel, brands should consider employing low-friction CTAs such as \”learn more.\” Testing different offers, coupled with strategic follow-ups through email sequences, can enhance lead engagement and, ultimately, conversion rates. Understanding the sequential journey of leads and fine-tuning offers is essential to cultivating interest and driving action.

Conclusion

In conclusion, while LinkedIn ads may excel at nurturing engagement and awareness, it’s crucial for B2B marketers to remember that these ads are not typically designed to close sales directly. Instead, a structured nurturing strategy complemented by precise measurement tools can provide valuable insights into the ads’ impact on the overall marketing funnel. The insights from Schiele’s article advocate for systematic experimentation with these varied ad types to discover the optimal mix that aligns with audience characteristics.

In today’s digital marketing realm, the importance of efficient link management tools, such as URL shorteners and custom domains, cannot be overlooked. By integrating tools like BitIgniter or LinksGPT, marketers can refine their outbound links to be more user-friendly and easy to track, thus enhancing campaign effectiveness and analysis. Short links not only improve the visual appeal and credibility of shared URLs but also aid in click-through rates, further impacting lead generation and conversion strategies.

By capitalizing on these strategic experiments and integrating sophisticated link management tools into their tactics, B2B marketers can harness the full potential of LinkedIn advertising, driving meaningful growth and engagement in their campaigns.