15 LinkedIn ads examples for winning strategies in 2025
LinkedIn is indispensable to B2B marketers. But how do you power an advertising strategy on this professional behemoth? Find inspiration with our list of 15 top LinkedIn ads examples and learn why Superads is the key to optimal ad performance.
Pause momentarily to consider how long B2B marketers have been using LinkedIn for their ad strategies.
Would you say a decade? You may be surprised to learn that the first LinkedIn ad appeared two decades ago.
If LinkedIn has been part of your advertising strategy in the past 1, 5 or 20 years, you’ll have noticed that its cost-per-click (CPC) is much higher than that of other platforms. This means you must squeeze the most value out of every ad dollar spent to yield those high-value B2B conversions.
Get a headstart on your next B2B ad campaign with our round-up of the 15 top LinkedIn ad examples showcasing proven winning strategies. Each example breaks down what makes these paid ads successful and how you can follow suit.
The key ingredients of high-performing LinkedIn advertising
Optimizing your LinkedIn advertising strategy can feel daunting, but there’s a lot of help out there. LinkedIn itself has a host of guides, best practice tips and case studies you can use. You can even complete its ad certifications.
First up, we’ll review the key ingredients of high-performing LinkedIn ads. A word of caution: Even if you follow these LinkedIn ad best practices to the letter, advertising is a tricky beast.
1. Do your homework
If you only have time to read one guide, make it The LinkedIn Secret Sauce: Extra Hot Edition. It’s packed with advice straight from the horse’s mouth. Also, check out what your competitors are up to in the LinkedIn Ad Library.
2. Target audiences with precision
LinkedIn’s targeting features leverage various audience attributes from user profiles, including demographics, job experience, company information, skills and interests to ensure precise ad delivery.
Need to locate sales reps at mid-level manufacturers? No problem! You can also use account-based marketing (ABM) targeting to target specific high-value accounts and/or retarget audiences.
3. Mind the ad format
LinkedIn offers a variety of paid ad formats, each with pros and cons. Think sponsored content, sponsored InMail for inbox message ads, dynamic ads for personalized ad experiences using profile data or carousel and video ads for visual storytelling.
On paper, one format may look like a certain bet, but it’s important to experiment and find what resonates with the LinkedIn users you’re after.
4. Prioritize creativity
B2B ad copy used to be blah, but not anymore. Creativity, humor and human connection in B2B copy matters as much as in B2C marketing, a 2024 study by media investment company MAGNA and LinkedIn showed.
“Brands should put just as much effort into creativity and the emotional appearance of their B2B ads,” the researchers advised.
Still, get to the point quickly and stay there. It’s still business after all.
Also, don’t rely on your intuition once you press publish, but keep a close watch on your ads’ performance with a tool such as Superads. Its AI-powered ad performance insights will help you quickly adjust your ad campaigns to keep your money on the winning horses.
Superads: How AI-powered ad insights improve LinkedIn performance
No LinkedIn ad strategy is complete without a tool like Superads to help measure and optimize your marketing campaigns. With this custom-built ad platform, you receive granular, AI-powered insights into your ads’ creative performance.
Unlike native analytics platforms focusing on budget allocation or basic engagement metrics, Superads dissects the creative elements that drive audience interactions on LinkedIn.
It identifies the visual and textual components that resonate most by analyzing elements such as ad tone, color scheme or emotional triggers.
Since Superads provides top creative analytics, you can adjust live campaigns—a necessity in LinkedIn’s competitive environment. By automating data collection and analysis, the tool reduces the need for manual reporting, allowing teams to focus on strategic optimizations that drive ROI.
In essence, Superads can empower your brand to navigate LinkedIn’s unique advertising landscape with precision, using AI to transform creative experimentation into measurable business outcomes.
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15 LinkedIn ads examples that showcase winning strategies
Ready to dive into the best LinkedIn ad examples for some inspiration? Just to clarify, these ads are handpicked from across the web—Superads has not used any customer data. Our goal for this article is simply to explore popular examples of LinkedIn ads, what they look like and what possibly makes them stand out.
1. LinkedIn
(Source: LinkedIn)
This list starts with LinkedIn itself, naturally. The professional network giant advertises its B2B marketing solutions on its own platform.
LinkedIn even received a Webby Award nomination for its “The Place to B2B” video ad, a send-up of marketers who approach B2B advertising like they’re selling cereal.
Company and industry: LinkedIn, information technology and services industry
Ad format: Video
Objective: Demonstrating that LinkedIn understands B2B marketers’ unique needs in a world where most marketing tools cater to consumer campaigns.
What makes it successful? The ad uses humor to show how absurd it is to apply consumer marketing techniques to B2B marketing by pretending to sell a CRM product as if it’s a breakfast cereal.
How you can apply this strategy: Even though putting your intern in a panda suit is easy, most businesses won’t have the budget to hire former world champion figure skater Nancy Kerrigan and a crack advertising agency to produce a 30-second video ad.
But do make sponsored content in video form a priority—video garners five times more engagement on LinkedIn. As always, focus on showing your customers you understand—and solve—their pain points.
2. Salesforce
(Source: LinkedIn)
Salesforce was named Adweek’s B2B Brand of the Year in 2024, so the CRM software company knows a thing or two about successful LinkedIn ad strategies.
In a LinkedIn case study, Salesforce shared how it set about to change perceptions in India that it’s out of touch with local needs.
Company and industry: Salesforce, Software
Ad format: Single image.
Objective: Brand awareness among mid-market decision-makers in India.
What makes it successful? Salesforce used real mid-market customers and Indian imagery in their ads. The team worked closely with the LinkedIn Marketing Solutions teams to constantly optimize its eight-week campaign for reach and engagement goals. A/B testing revealed that adding the line “Indian retail companies like yours are growing with Salesforce” to copy doubled engagement rates.
How you can apply this strategy: Personalization matters when reaching underserved segments. Don’t set it and forget it—conduct A/B tests and use the results to keep tweaking your campaign.
3. Adobe
(Source: LinkedIn)
Adobe is the original master of successful offline and digital events. Before the global pandemic, the company used to gather thousands of attendees at its annual Adobe Summit conference in Las Vegas. But in spring 2020, Adobe had to switch to an all-virtual event a month before the conference.
The company has applied these lessons ever since (and teaches them to partners and customers). At any time on LinkedIn, Adobe advertises multiple events—from localized gatherings to a virtual front-row seat at its Adobe MAX conference in London.
Company and industry: Adobe, software
Ad format: Single image.
Objective: Distributing thought leadership.
What makes it successful? Simplicity. The post is two lines long and the imagery is striking yet simple. The CTA contains one word: Join. All this signals that Adobe cuts to the chase and gives you useful advice.
How you can apply this strategy: Consider adding a virtual element to any of your existing live events to reach a much broader audience than usual. Or plan at least one virtual workshop or seminar each year where your brand shares its knowledge. Besides acting as a lead magnet, the resulting valuable content can be sliced, diced and reused in many ways.
4. LSEG
(Source: LinkedIn)
Does your company produce so many whitepapers and articles that you don’t quite know how to use them all?
If you’re the London Stock Exchange Group (LSEG), you decide to turn them into LinkedIn document ads. Before applying this solution, the LSEG sent users to an off-platform landing page to download PDFs, meaning they couldn’t track how much of a document was read.
Document ads offered people a more enticing, edge-to-edge reading experience of the LSEG’s products.
Company and industry: London Stock Exchange Group (LSEG), software development
Ad format: Document.
Objective: Brand awareness.
What makes it successful? By providing users with a better reading experience on LinkedIn, the LSEG kept engagement levels high with its thought leadership content. When members exposed to document ads encountered other LSEG-sponsored content afterward, they were 2.3 times more likely to click through.
How you can apply this strategy: Consider first using a document ad to test whether people read most of your thought leadership content. You will then know what resonates with your target audience and can place it behind a lead generation form in the future.
5. Abu Dhabi
(Source: LinkedIn)
If your budget stretches far enough to include a movie-inspired ad featuring Chris Hemsworth and his wife, model and actress Elsa Pataky, you will post it on every channel you can think of.
Abu Dhabi’s Department of Culture and Tourism has been using LinkedIn to woo business travelers into staying in the emirate after the work part of their visit ends. The targeted people that LinkedIn Audience Insights revealed had already visited the department’s website.
Company and industry: Abu Dhabi’s Department of Culture and Tourism
Ad format: Video.
Objective: Brand awareness.
What makes it successful? You’d be hard-pressed to resist gorgeous film stars looking like they’re having the time of their lives in a place you’d want to book a flight to right away—even if you’re supposed to be working.
How you can apply this strategy: Unless you also own oil fields, convincing your CMO to hire Chris Hemsworth probably won’t happen. Cleverly, targeting people who have already visited your website is within reach of most marketing departments, though.
6. Slack
(Source: LinkedIn)
Company and industry: Slack, software
Ad format: Carousel.
Objective: Conversions.
What makes it successful? Slack wins a gold star for following LinkedIn’s best practice for carousel ads. Slack has made the carousel clear and visually compelling, and it uses each card to list another benefit of its product in practice. The clever play on “CC” grabs your attention (“CC ya later, emails”) while the Slack colors stand out in the muted LinkedIn environment of blues, whites and greys.
How you can apply this strategy: Start with three to five cards and include clear CTAs on each one. Listing your product benefits is evergreen, but you can also deconstruct a longer piece into separate cards.
7. AstraZeneca
(Source: LinkedIn)
Pharmaceutical companies typically rely on direct marketing: Think of the rep waiting in the doctor’s office to tell a medical professional about the latest product. Still, they must keep brand awareness—and trust—high among the rest of us.
“Global awareness days” offer savvy marketers the chance to promote a brand when there isn’t fresh company news to share. AstraZeneca used World Cholangiocarcinoma Day to place a spotlight on this rare cancer of the bile ducts with the ultimate feel-good survivor story.
Company and industry: AstraZeneca, pharmaceuticals
Ad format: Video.
Objective: Brand awareness.
What makes it successful? Just because it’s LinkedIn doesn’t mean human interest stories should fly out of the window. People are interested in people. Hearing a vibrant mother of six tell how she survived a rare cancer after three rounds of chemotherapy failed will give anyone a warm feeling.
How you can apply this strategy: Fortune favors the prepared, so whip out the calendar to plan for global days of interest in your industry. And always keep your marketing hat on. You may find a great story to share while wandering the conference exhibition aisles.
8. Workday
(Source: LinkedIn)
Workday rocks strong visuals. In a world of generic stock images where groups of young, racially diverse workers laugh at their laptops, this image evoking a record sleeve will surely stop anyone in their scrolling tracks.
With different versions of the ad featuring models resembling regular employees, WorkDay stirs you to imagine yourself in their place.
Company and industry: Workday, human resources
Ad format: Single image.
Objective: Generating brand awareness, website visits and qualified leads.
What makes it successful? Spending money and time on an eye-catching, creative campaign is a recipe that never gets old. The CTA is irresistible—who wouldn’t want to be a finance and HR rock star?
How you can apply this strategy: It’s tempting to use AI for everything. But relying on AI for your creative work means your campaign will look as mediocre as everyone else's. Use AI strategically to free up time and funds to invest in well-crafted ad campaigns.
9. Duke University
(Source: LinkedIn)
Marketers of business schools aren’t chasing qualified leads per se. They target applications from quality candidates who will pay high tuition once accepted. Since it’s expensive to pursue a business education, the decision can take up to 18 months to mature.
Online events are great fodder for generating interest in your school and keeping it top of mind while a candidate weighs the decision.
Company and industry: Duke University’s Fuqua School of Business, higher education
Ad format: Online event.
Objective: Brand awareness and event sign-ups.
What makes it successful? Since a business school sells the quality of its education, and by implication its professors’ chops, giving prospective students a taste of what they’ll be “buying” makes sense. It doesn’t need to be a big time commitment for educators as they can adapt an existing classroom lecture.
The secret sauce is in your targeting. HEC Paris Business School previously achieved a 300% ROI from successful applications by basing its targeting on the characteristics of applicants who previously got accepted.
How you can apply this strategy: Review the characteristics of your existing customers and adjust your targeting to reach more of them. Don’t let an opportunity slip by to host live events. People who take the time to attend are invested in your product.
10. Visa
(Source: LinkedIn)
Financial services ads?
Essential to any company, but it can be as dry as can come.
Visa kept its message about anti-fraud solutions simple, featuring regular people on the go and dressing up the carousel in its corporate colors.
Company and industry: Visa, financial services.
Ad format: Carousel.
Objective: Thought leadership and lead generation.
What makes it successful? With fewer than 20 words spread over three cards, Visa mastered brevity in its headline. The CTA is to the point: “Access our whitepaper”.
How you can apply this strategy: Don’t overcomplicate your ads. Less is really more.
11. Microsoft
(Source: Microsoft)
With an influencer-style video that wouldn’t look out of place on Instagram, Microsoft brings some much-needed personality to LinkedIn. We get to meet the company’s Senior Global Director of Sustainability, Amy Luers, who shares the key message from Microsoft’s latest whitepaper.
Company and industry: Microsoft, software
Ad format: Video.
Objective: Thought leadership.
What makes it successful? As mentioned, video ads gain five times more engagement on LinkedIn than other content. Filming a thought leader summarizing a whitepaper gets the content across to more people than the usual static image or document ad.
How you can apply this strategy: Think of how to package content in a new way that will surprise your target audience—and stop them scrolling past your ad. Or can you adapt strategies from other mediums to break through LinkedIn’s tedium?
12. Oxfam
(Source: LinkedIn)
Oxfam, the global non-profit organization that fights inequality, packs a punch with its ad campaigns. It forces you to pay attention when you’d rather look away.
This video ad stops you in your tracks. It’s bright and bold and big. By condensing the message into one memorable statistic, it’s bound to stay with you.
Company and industry: Oxfam International, non-profit
Ad format: Video.
Objective: Raising awareness about a global wealth tax campaign.
What makes it successful? The video is simple yet well-crafted. It gets to the point in only 15 seconds, using punchy graphics and a tight script. In a nod to its LinkedIn placement, the ad co-opts the platform’s language by mentioning “a cheat code” before turning it on its head to refer to ill-gotten wealth.
How you can apply this strategy: Condense, condense, condense. And if it fits your brand identity, be a little bit provocative, even if it’s LinkedIn.
13. Financial Times (FT) partner content with Iberdrola
(Source: LinkedIn)
Who doesn’t love a game? Even LinkedIn has jumped on the bandwagon by offering daily games to its members.
Commissioning the Financial Times’ professional content creators helps Iberdrola dial up the engagement with sustainability and renewable energy content, which often feels like a chore to read.
Company and industry: FT partner content featuring Iberdrola, energy
Ad format: Single image.
Objective: Thought leadership.
What makes it successful? Turning a serious matter (clean energy targets) into something playful helps the medicine go down in a most delightful way. Turning passive content consumption into active decision-making ensures better recall.
How you can apply this strategy: Again, it’s about rethinking the format of your ads. Without turning it into a full-fledged game, can you include interactive elements?
14. The Coca-Cola Company
(Source: LinkedIn)
The Coca-Cola Company and great advertising have been synonymous throughout its history. Usually, it’s consumer advertising we’re talking about, but here, the company shows off its skill in the B2B arena.
Company and industry: The Coca-Cola Company, retail and consumer products
Ad format: Video.
Objective: Showcasing The Coca-Cola Company as a business innovator to potential partners and employees.
What makes it successful? We’ve come to expect impeccable visuals and messaging from The Coca-Cola Company—it’s one of the world’s most valuable brands. Here, it’s the attention to detail that stands out. Note the custom URL shortener, for example.
How you can apply this strategy: Don’t neglect the B2B side of your marketing, even if you’re a consumer company. Other stakeholders and potential employees also need to know about you and trust you.
15. World Food Programme
(Source: LinkedIn)
It’s not for nothing that people say: “Follow the money”. When you need donations to feed the world, the money can be found on LinkedIn. After all, the platform says its members have twice the buying power of the average web audience.
The World Food Programme dialed in on this aphorism with their ad campaign to raise food donations for South Sudan.
Company and industry: World Food Programme, non-profit
Ad format: Single image.
Objective: Achieving donations.
What makes it successful? Despite the text mentioning dire hunger, the World Food Programme shows a dignified image of a mother and her child, with the headline emphasizing that feeding the world is a joint effort. In a nod to its LinkedIn placement, the World Food Programme changed “share your meal” to “share your lunch,” placing it in a can’t-be-missed yellow button.
How you can apply this strategy: When you need to ask for help in an ad, make people feel they’re part of the solution. Always adapt your creative material to the platform and its main audience.
How Superads helps you shape winning LinkedIn ads
Now that you’ve seen top LinkedIn ads with winning strategies to replicate, all that’s left is launching your own campaign. Remember to do your homework, target with precision, mind the ad format and prioritize creativity.
You now know that tools for creative reporting and creative collaboration are essential. So, whatever you do, don’t forget to optimize your ads once the campaign is up and running.
Thankfully, Superads and its AI-powered insights make it a breeze. And if you’re an agency doing this for your customers, we’ve got you covered.
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