LinkedIn ads: How I increased CTR by 94%… with new ad copy. ✨


My client
: Video Brothers is an agency that creates fun videos. They wanted to test new copy for LinkedIn ads.

→ Target audience = B2B SaaS marketers in the US and Canada.
→ Ad creative = client video (from their portfolio).
→ Ad copy = written by me.

 

Punchy results:

We tested the control version vs. my ad copy.

94% increase in
click-through rate

From 0.33% → 0.66%

34% decrease in
cost-per-click

From $12.09 → $7.91

59% increase in engagement rate

From 38.72% → 43.66%

How did I create the
high-performing ad copy?

Shh, don’t tell anyone my secrets…

I audited GTM messaging from client + 5 competitors.

✓  Reviewed client’s and competitors’ websites, YouTube vids, LinkedIn posts and ads.

✓  Noted down what competitors were doing that was interesting.

✓  Spotted common patterns in the client’s highest- and lowest-performing ads.

I analyzed 27 customer reviews and 9 sales calls.

ICPs = marketing managers of B2B SaaS brands.

✓  I noted ICPs’ biggest objections. Like: “Are funny videos too risky for SaaS?”

✓  I spotted spicy quotes from ICPs in competitor testimonials, like:

  • “A typical corporate video seems a bit dry, so we needed a creative approach that really resonates with our buyers.”
  • “It’s noisy in our SaaS category! We need something REALLY hard to ignore.”
  • “We’re fighting for attention. We win attention by being memorable.”

↳ I swiped these quotes for the new ad copy.

Time for a copy makeover.
Here’s the before and after… 

Client’s version vs. my version.

Before:

Average CTR = 0.33%
Average dwell time: 6.58 secs. View rate: 39%

The intro text and headline are clear and concise. But…

Not engaging enough → “Fun ads work for B2B.”
Doesn’t speak to ICP pain-points.

Plain tone of voice. They’re selling a fun service, but the copy lacks a vibrant personality.

CTA copy “Learn more” doesn’t convince ICPs (B2B marketing managers) to care.

After:

Average CTR = 0.66%
Average dwell time: 7.60 secs. View rate: 44%

New intro text and headline. Here’s why it works…

✓ Calls out pain-point → “a dry corporate video.”

Engaging hook helps audience realize value → 
“Which would YOU remember more?”

✓ Sarcastic headline grabs attention → 
“This should be banned!”

Objection-handling in a lighthearted way → “Fun in 
B2B is NOT allowed.”

Key takeaways: how you can improve
your LinkedIn ad copy… 🙌

Nail the balance between clarity and emotion in your copy.

  • Clear: Speak to your ICP’s pain points directly.
  • Emotion: Make them FEEL something – curiosity, humor, empathy, nostalgia.

Want punchy copy for your LinkedIn ads? Let’s chat.

Contact

myra(@)myraahmed.com