The big mistake that LinkedIn ads make? Focusing too much on business outcomes.

I see a lot of ads with headlines like:

→ “Increase your leads”

→ “Streamline efficiency”

→ “Stand out from the crowd”

Here’s why long-term business outcomes are an issue:

❌ It doesn’t tell ICPs what your product actually does.

❌ Outcomes aren’t always believable – they can sound too fluffy.

❌ They’re so overused and don’t stand out in the LinkedIn feed.

Business outcomes aren’t how real customers talk about your product.

I spotted these Linkedn ads from the SaaS review management platform Customer Alliance – with the headlines:

But here’s the thing. If you asked your happy customers how they’d recommend your app to a friend, they’re likely NOT gonna say:

“I love this app – it helped us be the brand they can’t miss. We really stand out from the crowd now.”

Instead, your customers are gonna recommend you by talking specifically about what your product does:

“I love this app. It automatically requests reviews from our new hotel clients. Now we don’t have to do that ourselves.”

^ You want to emulate your customers’ language. Which is more simple and straightforward, compared to flashy marketing claims.

Next steps:

In your LinkedIn ads – focus more on the specifics:

• Your use case,
• Main capability
• Main pain-point solved
  

The clearer your ad copy, the more likely it is to resonate with ICPs. ✊💫