Social and display ads

Wiki

• Topic

  Paid social advertising

• Topic

  Retargeting

• Topic

  Lookalike audience

• Topic

  Display network

Playbooks

• Playbook

  LinkedIn advertising

  Learn how to reach decision-makers on LinkedIn efficiently with the right campaign types, audience targeting, and creative formats for B2B.

• Playbook

  Create better ads

  Set up a structured creative testing process that compounds your learnings so every new ad performs better than the last.

• Playbook

  What LinkedIn Ads Actually Cost (And Why The Number You're Watching Is The Wrong One)

Articles

• Article

  Improve your calls-to-action

  Match CTA to segment readiness. Hot traffic wants "Book demo now", cold traffic wants "Get the guide". Asking for too much too soon kills conversion. Asking for too little from ready buyers wastes opportunities.

• Article

  Improve your hooks

  The first line determines whether anyone reads your ad. Test different hook types (questions, stats, pain statements, outcome promises) to find what stops the scroll for each segment.

• Article

  Improve your visuals

  Images and videos determine whether ads get noticed in feed. Test formats systematically: single images versus carousels versus videos, and match visual type to segment and awareness stage.

• Article

  Improve your body copy

  Test message angles (pain, outcome, proof, comparison), positive versus negative framing, and platform-specific copy structures. Different segments respond to different angles, and you won't know which until you test.

• Article

  Analyse click-through by audience segment

  Break down click-through rates by segment to discover which audiences respond best and where your creative needs reworking.

• Article

  Build a swipe file of winners

  Document every high-performing ad with its metrics, audience, and creative angle so your team can spot and replicate winning patterns.