5 LinkedIn ad copywriting hooks for SaaS companies

Barely getting clicks and leads from your LinkedIn ads?
Your ad copy could be the bottleneck.

The problem with most SaaS LinkedIn ads

Here’s what I usually see:

1. The ad copy doesn’t grab attention from your ICPs.
2. …because it doesn’t sound relatable.
3. …..because you’re not positioning your product competitively.

Let’s dive into the solution.

Before I write a single word of copy for clients, I first refine the messaging strategy.

Step 1) Find your competitive positioning

The thing to understand is this –

Your ICPs already use a solution, like:
→ A manual (DIY) process
→ Other software tools
→ Outdated legacy systems
→ …or no solution at all. Which is still a solution. 😜

↑ Which of these is most applicable for your ICP? Write it down.

Let’s pretend I work at Chili Piper. Most of my ICPs already use another meeting scheduling tool – specifically, Calendly.

So if I were writing LinkedIn ads for Chili Piper, I’d wanna make sure my ads differentiate us against the current solution (Calendly).

Step 2) Test out ad hooks that differentiate you from your main competitor

Here are different ad angles you can play with:

1. Make the ICP’s current solution sound outdated.

I usually do this with a cheeky question in the headline, like:

• “Still doing {X}?”
• “Is your {X} process from 1997?”

For example, Chili Piper could blast a LinkedIn ad to their ICPs like:

2. End the pain-point.

→ “Stop losing hot leads to Calendly’s slow scheduling.”

3. Compare capabilities.

I love using a “Them vs. Us” approach. It helps you make a simple, direct comparison.

4. Compare time-to-value.

If your product is quicker than your ICP’s current solution at achieving outcomes – make a direct comparison.

Here’s how Chili Piper could compare lead routing to manual routing with Calendly:

5. Give a clear “how it works” explanation.

Highlight your product’s most shining feature. Break down the capability – what can end-users do with your product?

——

All the above examples are clear and punchy. To help grab attention from potential future customers.

You could play it safe with ad copy like “Streamline efficiency”.

…or you could create relatable hooks. That differentiate your product from competitors. So you can strike a chord with your ICPs. 

Next steps:

Find your competitive positioning. Then use the copywriting frameworks above as inspo. ✊💫