Become an Expert in LinkedIn Advertising with These 6.5 Creative Tips

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data-component-type="articleHeadline"> <div class="article-headline-container"> <p class="article-headline__topic"> <a class="t-14" href="https://www.linkedin.com/business/marketing/blog/research-and-insights">Research and insights</a> </p> <h1 class="article-headline t-40" data-article-title="Become an Expert in LinkedIn Advertising with These 6.5 Creative Tips">Become an Expert in LinkedIn Advertising with These 6.5 Creative Tips</h1> <div class="article-meta t-14 article-meta__hairline"> <div class="article-meta__byline-container"> <div class="author-profile__author-container">  <div class="author-profile__author-text-container"> <a href="https://www.linkedin.com/in/wensyantoli" target="_blank" class="t-14 t-bold"><span class="screen-reader">Authored by</span>Wensy A.</a> <p class="t-14">Creative Thinker at LinkedIn </p> <p class="t-14 t-black--light" data-published-date="2024-11-18"> November 18, 2024 </p> </div> </div>  </div> <div class="social-share"> <ul class="social-share__list share-list" title="Share via" data-share-list> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_linkedin_share" data-share-type="linkedin" aria-label="Share on LinkedIn, New window will open"> <li-icon class="share-item__icon" type="linkedin-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_facebook_share" data-share-type="facebook" aria-label="Share on Facebook, New window will open"> <li-icon class="share-item__icon" type="facebook-icon"></li-icon> </a> </li> <li class="share-list__item share-item"> <a href="#" class="share-item__link medium-round-muted-tertiary-button" role="button" data-tracking-control-name="_twitter_share" data-share-type="twitter" aria-label="Share on Twitter, New window will open"> <li-icon class="share-item__icon" type="twitter-icon"></li-icon> </a> </li> </ul> </div> </div> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQFgj1ppVh0L6A/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731966628086?e=2147483647&v=beta&t=Wa7f06DX85wJ-B5_N5sR6N9-MZki28vKwTFK0GWTARQ" alt="Become an Expert in LinkedIn Advertising with These 6.5 Creative Tips">  </figure> </div> </div> <div id class="component component-standaloneCtaButton" data-component-type="standaloneCtaButton"> <div class="standalone-cta-button left"> <a class="standalone-cta-button__button small-button" href="https://www.linkedin.com/business/marketing/blog/marketing-collective" rel="follow" target="_blank">LinkedIn Marketing Collective</a> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <p>"The creative creative creatively created the creative." <br> </p><p>This tongue-twister opens many of the creative workshops I lead. <br> </p><p>The word 'creative' is used as a noun, verb, and adjective – and in our world, it's often a synonym for 'the ad.' Perhaps this multiplicity of meaning has led to the dilution of creative's true meaning. The creative, aka the ad, isn't inherently creative despite being called that.  <br> </p><p>We may be in the business of business-to-business, but do you know what B2B often means to those on the receiving end of our ads?<br> </p><p><strong>Boring to business <br> Banal to business <br> Baffling to business</strong><br> </p><p>It doesn't have to be this way. <br> </p><p>A creative renaissance is underway in B2B. According to <a rel="" href="https://business.linkedin.com/marketing-solutions/b2b-benchmark/2024" target="_self">LinkedIn's 2024 B2B Benchmark Report</a>, nine of 10 CMOs are now advocating for bolder creative campaigns.<br> </p><p>Never has there been a better time to transform B2B into:<br> </p><p><strong>Brilliant to business <br> Beautiful to business <br> Bold to business</strong><br> </p><p>The path from boring to brilliant is clear. After a year of analysing LinkedIn ad performance and testing it against prevailing wisdom, we've distilled our findings into 6.5 insights-backed creative principles.</p><h2>6.5 Creative Principles to Boost Your LinkedIn Ads Strategy</h2><h3><strong>1. Be context aware</strong></h3><p><strong> </strong>'Create once, use many' is a mantra that my former CMO lived by when it came to content creation and distribution. He's retired now so I can finally say – that is a terrible idea. Scaling reach matters, but creative effectiveness matters more. Create for the context your ad lives in – be it the cultural context, the delivery mechanism or the customer's mindset. <br> </p><p>LinkedIn is a dynamic network of niche communities uniting like-minded members around specialised interests. Nearly 50% follow sports, 38% are fashion fanatics or auto enthusiasts. Tap into these intersecting interests to create content that connects.<br> </p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQGLQ3d9xI_YhQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731963889616?e=2147483647&v=beta&t=0hz2pctBZLQhHmm29tSfzTMKpjpB7H_bNZJNUSC8h2A" alt="The LinkedIn Emotion Map -- Harness the LinkedIn emotion ecosystem to drive brand engagement & memorability">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h3><strong>2. Make an impact</strong></h3><p>Half the battle is getting noticed. Design for divided attention – pleasing aesthetics, strong contrasts and dynamic movement catch the eye. The most effective LinkedIn ads pair striking visuals with an emotional hook or intellectual surprise. A counterintuitive statistic, an unexpected perspective, or a compelling human story can stop even the busiest member mid-scroll. For maximum visual impact on mobile, go vertical – it commands more screen real estate and drives 31% higher engagement than horizontal formats.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQGE3kX3P7N1pQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731964139311?e=2147483647&v=beta&t=G1GSePz-D_TOzyThE6fzRWMEgCI1yFSD0oHxjMlBkf0" alt="Chart: More Digital Real Estate = More Clicks">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h3><strong>3. Show up distinctively </strong></h3><p>Don't just be different, be distinctive. <br> </p><p>Brand differentiation is saying "I'm not other brands" – but this makes your identity relative to and dependent on category peers. According to <a rel="" href="https://business.linkedin.com/marketing-solutions/b2b-institute/better-bolder-b2b-branding" target="_blank">LinkedIn B2Bi's Better, Bolder B2B Branding</a> study, 81% of ad campaigns either fail to grab attention or drive brand recall. <br> </p><p>True distinctiveness means being uniquely, unmistakably one of a kind. It's about being as famous as possible for what makes you unique. Because when only 19% of an audience both notices your ad AND correctly attributes it to your brand, being memorable isn't just nice to have – it's essential to your success.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQFuWE37nElHcw/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731964229599?e=2147483647&v=beta&t=LuTG4rBAFu5NqpmciwFyaWL7uFsGVJKTm9AXjnZ4CY8" alt=""True distinctiveness means being uniquely, unmistakably one of a kind. It's about being as famous as possible for what makes you unique. Because when only 19% of an audience both notices your ad AND correctly attributes it to your brand, being memorable isn't just nice to have – it's essential to your success," --Wensy Antoli">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h3><strong>4. Unify </strong></h3><p>Your brand DNA should unify the expression of your brand consistently across different dimensions, channels, touch points and funnel stages. Connect all your content via one cohesive red thread, where every piece reinforces and amplifies your brand's distinct identity. <br> </p><p>Repeated exposure to cohesive visuals, messaging, and experiences isn't just good practice: it's how memorable brands are built. And it pays off. According to <a rel="" href="https://pub.lucidpress.com/brand-consistency-report#hLcvM5W5oAkdL" target="_blank">Marq's 2021 Brand Consistency Report</a>, consistent brand messaging can increase profitability by more than 20%.</p><h3><strong>5. Get emotional</strong></h3><p><strong> </strong>Content resonates deepest when it triggers human emotion.<br> </p><p>Tap into shared truths and experiences – career challenges, workplace dynamics – moments that inspire or amuse. And when it comes to humour, the numbers are no joke – funny content drives 65% higher engagement on LinkedIn. While data drives decisions, emotion drives action, so optimise your creative accordingly.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQFbmnS-gAnR0Q/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1731964339964?e=2147483647&v=beta&t=m5TbyPXQa8fBiX223ahfyCXpMKOCLgSZbdDeiJW-bdw" alt="Chart: Humour improves performance">  </figure> </div> </div> <div id class="component component-richText" data-component-type="richText"> <div class="rich-text global-paragraph-style--reader"> <h3><strong>6. Give, then take </strong></h3><p>Every piece of content is an opportunity to provide value. Your audience's attention isn't just valuable, it's precious. Ensure the value exchange is equitable. According to the Alan Agency, 85% of business leaders say they respect brands that aren’t afraid to have a disruptive position on the industry. Share future-facing perspectives that help leaders spot opportunities and navigate challenges, not just  echo consensus.<br> </p><p>When it comes to putting principles into practice, I often hear the same pushback: Internal budget holders are resistant to investing in creative. But nothing is more compelling than results, and the ability to articulate why something works in a way stakeholders can't argue with: Using data.<br> </p><p>Which brings us to our final principle:</p><h3><strong>6.5. Experiment</strong></h3><p>Test each best practice through organic content first. <br> </p><p>Amplify what performs. <br> </p><p>Test, measure, interpret, learn, then test again until you crack your brand's unique success code.<br> </p><p>And <em>now</em> we're in business.<br> </p><p>To join the conversation about creativity in advertising, subscribe to the This Month in the LinkedIn Marketing Collective newsletter.</p> </div> </div> <div id class="component component-standaloneImage" data-component-type="standaloneImage"> <div class="standalone-image-component standalone-image-component--article-width"> <a class="standalone-image-component__link" href="https://www.linkedin.com/campaignmanager?trk=lms-blog-banner-reach&src=bl-po" target="_blank"> <figure> <img class="standalone-image-component__image" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 1920px" data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQEKXeK8nb8-bQ/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1719358785466?e=2147483647&v=beta&t=tVHXfkjlrtSR8L_YrOLGyyymdgwTDZ5KbZC2T9YYTQE" alt="Reach professional audiences on LinkedIn - Create ad">  </figure> </a> </div> </div> <div id class="component component-banner" data-component-type="banner"> <div class="banner banner--v3 banner--full-width banner--light-background banner--center banner-height-desktop--default banner-height-tablet--default banner-height-mobile--default" data-banner> <div class="banner__image-container banner__image-container--background-amber-30" aria-hidden="true"> <img class="banner__image image-pin--middle-center">  </div> <div class="banner__headline-container"> <div class="banner__position"> <p class="banner__headline t-32"> Get the latest on B2B marketing right in your inbox </p>  <p class="banner__subheadline t-18"> </p>  <div class="banner__button-container">  <a class="banner__button button__mainButton button__primary" href="https://forms.feedblitz.com/ea4?src=topnavbutton" target="_self"> Subscribe </a> </div> </div> </div> </div> </div> <div id class="component component-postList" data-component-type="postList"> <section id="postList0FocusPoint" class="component__content-container list-layout" data-post-list> <section class="simple-topic-list"> <p class="t-14 t-bold">Topics: <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/marketing/blog/brand"> Brand building </a> <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/marketing/blog/content-marketing"> Content marketing </a> <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/marketing/blog/research-and-insights"> Research and insights </a> <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/marketing/blog/linkedin-ads"> LinkedIn Ads </a> <a class="simple-topic-list__topic" href="https://www.linkedin.com/business/marketing/blog/marketing-collective"> LinkedIn Marketing Collective </a> </p> </section> <hr class="artdeco-divider"> <section class="list-layout__headline-container"> <p class="list-layout__headline t-32 t-sans">Related articles</p>  </section> <ul class="list-layout__posts"> <li class="post-list__item list-post"> <div class="list-post__content-container"> <p class="list-post__content-container__topic"> <a class="t-14 t-bold" href="https://www.linkedin.com/business/marketing/blog/research-and-insights"> Research and insights </a> </p> <div class="list-post__content-container__title"> <a class="list-post__link t-20 t-black" href="https://www.linkedin.com/business/marketing/blog/marketing-collective/effectively-leverage-influencers-in-b2b-marketing"> How to Effectively Leverage Influencers in B2B Marketing </a> </div> <div class="list-post__content-container__byline"> <p class="list-post__content-container__author t-14 t-bold t-black"> Yolanda Zaw </p> <p class="list-post__content-container__date t-14 t-black--light"> Nov 25, 2024 </p> </div> </div> <div class="list-post__image-container"> <figure class="post__image-figure"> <img class="post__image" alt="To better understand the potential of B2B influencer marketing, LinkedIn surveyed more than 1,700 tech buyers across the UK, US, and India to uncover the role influencers play i..." data-delayed-url="https://media.licdn.com/dms/image/v2/D4D08AQHFiDCY0GdGTA/croft-frontend-shrinkToFit1024/croft-frontend-shrinkToFit1024/0/1732561140653?e=2147483647&v=beta&t=URmFeRN7IYIKR0-4l0w0DU0kqd_M0qJgQs5qlRfJTBM" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/8pouyb1ly746xtru0x7p2axm0" sizes="(max-width: 480px) 480px, (max-width: 767px) 767px, (max-width: 1024px) 1024px, 480px"> </figure> </div> </li> <li class="post-list__item list-post"> <div class="list-post__content-container"> <p class="list-post__content-container__topic"> <a class="t-14 t-bold" href="https://www.linkedin.com/business/marketing/blog/content-marketing"> Content marketing </a> </p> <div class="list-post__content-container__title"> <a class="list-post__link t-20 t-black" href="https://www.linkedin.com/business/marketing/blog/content-marketing/journalism-tips-to-build-credibilty-trust-in-b2b-content-marketing"> Taking a Journalist’s Approach to Storytelling Can Help B2B Ma... </a> </div> <div class="list-post__content-container__byline"> <p class="list-post__content-container__author t-14 t-bold t-black"> Tequia Burt </p> <p class="list-post__content-container__date t-14 t-black--light"> Nov 21, 2024 </p> </div> </div> <div class="list-post__image-container"> <figure class="post__image-figure"> <img class="post__image" alt="Here are four journalism principles you can adapt to elevate your marketing strategy. 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data-tracking-control-name="language-selector-ja_JP" data-locale="ja_JP" role="menuitem" lang="ja_JP"> 日本語 (Japanese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="한국어 (Korean)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ko_KR" data-locale="ko_KR" role="menuitem" lang="ko_KR"> 한국어 (Korean) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="मराठी (Marathi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-mr_IN" data-locale="mr_IN" role="menuitem" lang="mr_IN"> मराठी (Marathi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Bahasa Malaysia (Malay)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ms_MY" data-locale="ms_MY" role="menuitem" lang="ms_MY"> Bahasa Malaysia (Malay) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Nederlands (Dutch)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-nl_NL" data-locale="nl_NL" role="menuitem" lang="nl_NL"> Nederlands (Dutch) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Norsk (Norwegian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-no_NO" data-locale="no_NO" role="menuitem" lang="no_NO"> Norsk (Norwegian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="ਪੰਜਾਬੀ (Punjabi)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pa_IN" data-locale="pa_IN" role="menuitem" lang="pa_IN"> ਪੰਜਾਬੀ (Punjabi) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Polski (Polish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pl_PL" data-locale="pl_PL" role="menuitem" lang="pl_PL"> Polski (Polish) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Português (Portuguese)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-pt_BR" data-locale="pt_BR" role="menuitem" lang="pt_BR"> Português (Portuguese) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Română (Romanian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ro_RO" data-locale="ro_RO" role="menuitem" lang="ro_RO"> Română (Romanian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Русский (Russian)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-ru_RU" data-locale="ru_RU" role="menuitem" lang="ru_RU"> Русский (Russian) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Svenska (Swedish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark 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data-locale="th_TH" role="menuitem" lang="th_TH"> ภาษาไทย (Thai) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Tagalog (Tagalog)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-tl_PH" data-locale="tl_PH" role="menuitem" lang="tl_PH"> Tagalog (Tagalog) </button> </li> <li class="language-selector__item" role="presentation">  <button aria-label="Türkçe (Turkish)" class="font-sans text-xs link block py-[5px] px-2 w-full hover:cursor-pointer hover:bg-color-action hover:text-color-text-on-dark focus:bg-color-action focus:text-color-text-on-dark language-selector__link !font-regular" data-tracking-control-name="language-selector-tr_TR" data-locale="tr_TR" role="menuitem" lang="tr_TR"> Türkçe (Turkish) </button> </li> <li 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