Running LinkedIn ads without making your competitive advantage clear… is super risky.

Especially when you’re in a saturated, established market.

Because you’ll spend all that money on LinkedIn ads, trying to sell ICPs on your software product category.

But many of your prospects will already be using a similar solution – possibly even your competitor. They’ll read your ad like:

But we already have

• …proposal software
• …a customer survey platform
• …an email marketing tool
• …a shared research folder
• {insert your category here}

So rather than selling your prospect on your benefits…
…sell them on your competitive advantage.

What makes your SaaS better than their current workflow?

E.g. take the example of Dovetail – an AI platform for research insights.

Let’s say their ICP’s current workflow for team research = a shared Google Drive folder.

There’s no point blasting an ad to this audience like: “Share your research with your team!”

Because they’re already doing that. 

Instead, Dovetail should blast LinkedIn ads that focus on how the ICP’s current solution (a shared folder) is creating problems… that Dovetail’s platform can solve. Here’s what that ad copy could like:

Key takeaways:

If your product category is in a saturated, well-known market – then don’t focus your LinkedIn ad creative on selling the category.

Instead, hook your LinkedIn ad audience with the pain-points of their current solution.

Then introduce your product as the better alternative. ✊💫