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