LinkedIn ad copywriting: How to write a punchy LinkedIn ad (in 2 clear steps)

Writing copy for LinkedIn ads can feel confusing. How do you know which feature or benefit to focus on?

How can you make your ads attention-grabbing and resonate with ICPs?

The answer is – keep it focused and relatable.

To write copy for a punchy LinkedIn ad – you can use my step-by-step approach. It’s pretty straightforward.

Step 1) Begin with your positioning strategy.

Fill out the following:
→ Your product category
→ Your ICP
→ ICP’s current solution
→ Top 3 pain-points
→ Your capabilities

Step 2) Create your LinkedIn ad copywriting draft.

Combine 1 pain-point + 1 capability to get the first draft of your ad messaging.

I usually make the pain-point a headline question, like “Struggling with X?”. And I make the capability a subhead with a clear explanation.

From here, you can polish up the ad copy and design. Then voila… publish your punchy ads.

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Let’s look at a made-up example (this company doesn’t actually exist!).

1) Positioning strategy example:

🏷️ Product category: AI sales coaching tool.

👔 ICP: Sales managers at a series A-C SaaS company.

🔧 ICP’s current solution: Managers are manually coaching their SDRs (as and when necessary).

😩 Pain-point (what they’re doing + why it sucks): You have to manually review sales call transcripts before coaching your reps. Takes a lot of prep time.

🌈 Solution (capability): View a coaching analysis for each call. Quickly see the talk tracks, objection handling and closing tactics your reps use.

2) Combine 1 pain-point and solution to create a first draft:

Time to format the copy in a punchy way. Like I said – questions are great. Here we go:

Headline: Tired of reviewing SDR calls just to give feedback?
Subhead: Quickly view a coaching analysis for each sales call. Cut down on prep time.

I can then plan the ad design. Let’s say I want to emphasize the pain-point of reviewing SDR calls.

Maybe I could add a visual of a Google Calendar from the point-of-view of a sales manager – filled with rep coaching slots. To convey frustration and overwhelm.

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You got this! ✊

You can copy and paste my punchy ad strategy template – then fill it out – by accessing my Figma file here: https://www.figma.com/design/ivknnDB8S6MjnMkEzJtsPW/Punchy-LinkedIn-ad-strategy–template