As a B2B lead generation professional, one of your key responsibilities is to design and execute LinkedIn ad campaigns that resonate with your target audience and deliver high-quality leads. When a campaign includes an incentive, like a $100 Amazon gift card, it’s essential to create compelling ads that not only highlight the incentive but also communicate the value of what the audience will learn.

This guide will walk you through the process of designing and building LinkedIn ads for clients running incentivized lead generation programs. For the purposes of this guide, we'll refer to the client as a "marketing analytics solution."

1. Understand the Client's Goals

Before you start creating ads, it's crucial to understand what the client wants to achieve with the campaign. For example, a marketing analytics solution may aim to generate leads by offering personalized sessions that help clients fix their broken attribution models. Identify the following:

• Objective: What does the client want to accomplish? (e.g., lead generation, product demos, consultations)
• Audience: Who is the target audience? (e.g., marketers struggling with wasted ad spend and inaccurate attribution)
• Value Proposition: What unique value does the client offer? (e.g., personalized attribution model fixes, improving ROI)

2. Develop the Ad Structure

A LinkedIn ad is composed of several key elements. Here’s how to structure each part:

• Introductory Text: This appears above the ad creative. It should be concise (preferably around 150 characters) and clearly explain what the audience will learn by signing up. Don't forget to mention the incentive.
• Ad Creative Copy: This is a short, impactful line (no more than six words) placed within the image in the ad. It should pose a question or highlight the problem being solved.

• Headline: This is a direct, actionable statement that encourages the audience to sign up. It should emphasize the benefits of the session or consultation.
• Call to Action (CTA) Button: This button should prompt immediate action, with text like "Sign Up" or "Learn More."
• Visual Component: The ad image should be clean and professional, with a focus on the incentive (e.g., a $100 Amazon gift card) if applicable.

3. Crafting the Introductory Text

The introductory text is your first touchpoint with potential leads, so it needs to be compelling. Here’s how to craft it:

• Keep It Concise: Stay within the 150-250 character range.
• Highlight the Value: Focus on what the audience will gain. For example, "Learn how to fix broken attribution models and stop wasting ad dollars."
• Mention the Incentive: Be sure to include the $100 Amazon gift card or other incentive in the text.
• Call to Action: Prompt the reader to act immediately, such as "Book a session now!"

Example Introductory Text:

"Are you wasting ad dollars on channels that aren’t working? Fix your attribution model and learn how to allocate your budget effectively. Book a session and receive a $100 Amazon gift card!"

4. Creating Ad Creative Copy

The ad creative copy should be impactful and succinct. It’s the hook that gets the audience’s attention.

• Pose a Question or State the Value: Engage the audience by asking a question like "Are you wasting ad dollars?" or stating the value they will gain, such as "Fix your attribution problems.”
• Keep It Short: The copy should be no more than six words.

5. Writing the Headline

The headline is placed below the ad creative and should drive the audience to take action.

• Be Direct and Actionable: Encourage the audience to sign up with a clear call to action.
• Emphasize the Benefit: Focus on the value of the session, such as "Sign up to fix attribution and boost ROI."

Example Headline:

"Sign up to fix attribution and boost ROI."

6. Choosing the Call to Action (CTA) Button

The CTA button should be simple and align with the desired action.

• Use Action-Oriented Text: Choose between "Sign Up" or "Learn More," depending on what you want the audience to do.

Example CTA Button:

"Sign Up"

7. Designing the Visual Component

The visual component of the ad is critical in grabbing attention and reinforcing the message.

• Visual Representation: The image should be relevant to the message. If you’re offering a $100 Amazon gift card, make sure the gift card is prominently featured.
• Keep It Clean and Focused: Avoid clutter. The image should complement the ad copy and draw attention to the key message.

8. Testing and Optimization

Once your ads are live, it’s essential to track their performance and make adjustments as needed.

• A/B Testing: Create different versions of the ad with varying headlines, introductory text, and ad creative copy. Test to see which resonates best with your target audience.
• Monitor Performance: Pay attention to metrics such as click-through rates (CTR) and conversion rates to gauge success.
• Optimize Based on Results: Use the data from your testing to optimize the ad. If one version performs better, scale it up for broader use.

9. Final Review

Before launching, ensure everything is aligned and ready to go.

• Consistency Check: Make sure the messaging across the ad is consistent and aligns with the client’s goals.
• Proofread: Double-check for any spelling or grammatical errors.
• Client Approval: Present the final ad to the client for approval before going live.

Conclusion

By following this guide, you'll be able to design and build effective LinkedIn ads for incentivized lead generation campaigns. The key is to create clear, targeted messaging that highlights the value of the session or consultation while making the incentive an attractive bonus. With well-crafted ads, you can help your clients generate high-quality leads and achieve their marketing goals.