Most B2B SaaS ads fail to hit the mark because the targeting is too broad.

So what’s actually working right now? → Verticalized playbooks.

Try tailoring your LinkedIn ad campaigns to a specific industry.

There’s a HUGE difference between:
— Broad ad headlines, like “pay your external contractors”
— Specific ad headlines, like “pay royalties to your music artists”.

Same meaning, really. But an ICP (a music company manager) is likely to skip the 1st ad, read the 2nd.

Because the 2nd version is more tailored to their daily work. Relatable messages stick out in your LinkedIn feed and call your attention.

Here’s how to make your B2B ads more industry-specific:

– Focus on the strongest pain-points. It will vary for each industry. Examples of different LinkedIn ad headlines, based on industry:

– Use relevant jargon.
E.g. ”OTE” for sales.

– Mention industry-appropriate social proof.
E.g. “150k music payouts already paid” and “Trusted by Soundcloud”.

Key takeaways:

The biggest job for your LinkedIn ad creative… is to resonate with your ICPs.

Broad, vague messaging doesn’t always resonate as deep as tapping into a narrow market.

Industry-specific ads – with clear audience targeting and creative – can be more efficient for your ad spend.
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