Why do LinkedIn ads often struggle to convert? Because the copy is confusing.

Demand gen teams – let’s be real. It’s super bizarre how LinkedIn ads are created… 😅

✓ A trained professional handles your ad design.
✓ A trained professional handles your bidding and set-up.
❌ A trained professional An AI bot handles your ad copy. 🤖

Yep, relying on the words of a hallucinating robot:
↳ For a B2B SaaS…
↳ With an average contract value of over $1000…
↳ Targeting a smart audience.

Oh lordy.

Clear ad copy is how you give your customers a lightbulb moment.

Like a detailed description of your audience’s pain-points. So ICPs can relate to your LinkedIn ad:

“Oh dang.. that’s exactly what we’re going through.
Hmm, maybe we could use this product…”

Check out the 2 ads in the image above – solid design, right? 🤌⚡️

But there’s a lack of clarity in the messaging.

The product positioning is pretty vague.

✦ Target audience: ???
✦ Pain-point: ???
✦ Use case: Streamline your STEM program registration. ✓
✦ Competitive advantage: ???

So out of 4 important points – they only hit 1 (the use case).

Tons of missing info. Which can waste ad spend.
_____________________

Here’s the cheat code I wish I knew when I was a newbie copywriter…

Before publishing your LinkedIn ads – run through the Clarity Checklist.

↳ I call the checklist the “CAAP 🧢”:
✦ Capability (AKA features)
✦ Audience
✦ Advantage (i.e. your competitive advantage)
✦ Pain-point

Make sure you hit all 4 points with your ad copy.

Because the clearer your ad… the more ICPs you reach. So your ad spend can pay off faster. 🏃🏻‍♀️💨