250+ Best B2B & SaaS LinkedIn Ads Examples (2023)
As a growth marketer and agency owner having worked in SaaS & B2B for over 10+ years, I’ve had my fair share of running LinkedIn Ads campaigns for my clients. I’ve put together this 17,000+ word inspiration guide (which took me hours and hours) of the best LinkedIn ads I’ve seen, breaking down what I like about them, key takeaways that you can learn, as well as one split test I would consider for that particular ad.
And yep, it’s all free for you to access. 🙂
– William Wang
Founder of Growth Labz
December 17, 2022 83 min read
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Table of Contents
1. Gong
What I like about the ad:
- Video ad with clients telling their story are great for social proof
- The captions make the benefit/story very obvious
- Copy is great, and captures attention (“Sell Less” in particular is great copy)
What they could split test:
- They could potentially test an image ad, where they have the logo of their client on the ad, and also copy like “Sell Less To Make More”
What I like about the ad:
- Benefit is really clear
- Copy is great on this ad, especially when referencing how many emails they analyse this data from
- Templates are great lead magnets
What they could split test:
- Make the number more specific (i.e. from 312,984 emails) – specificity “generally” makes claims stronger/make it more believable
- A split test with an image of the templates would be a good test
What I like about the ad:
- Copy is great, and will get the attention of the right audience (speaks to a key pain/benefit point)
- Specific in who it’s for (teams that work on complex 6 figure deals)
- A great angle/hook in this ad
What they could split test:
- Potentially a different colour for the document – just to make it “pop” off the page
- This is a great ad, not much else I would split test
What I like about the ad:
- Gong have some great ads (I’m a fan!)
- This is a quote that a lot of sales people will come across, and is attention grabbing to the right audience
What they could split test:
- The copy in the image (hero copy) and the ad body text doesn’t quite line up. Seems like the main target is for sales teams with staff leaving/joining. “Reach out to me in 6 months” doesn’t quite relate to accounts changing hands. Another quote may have worked better here for congruency
- Split testing the image, to one of a team might make more sense (as it’s about the team working on accounts etc.)
What I like about the ad:
- LOVE this ad from Gong
- Super interesting, and ignites “curiosity” from their audience
- 7 useful tips also implies “speed” and ease of use i.e. it’s not a huge, hundred page e-book. I can get the tips quickly and get on with my day
- Good social proof/data proof with the number of sales emails
What they could split test:
- Use the more specific number in the image “304,174 sales emails”
- Potentially test an image that shows an increase in response rates etc.
- Quite a good ad though, so I’m just nitpicking here 🙂
What I like about the ad:
- The graphic is good – the yellow pops nicely on the page
- The copy in the image gets attention “never-before seen stats”, although doesn’t really give a lot of context what kind of stats we’re talking about here
- Ad copy is great – especially the specific ROI number
What they could split test:
- Use the specific ROI numbers and timeframe in the graphic! It’s such a great stat to drop/social proof – it wouldn’t hurt to have it as the “hero” of the graphics
- Test different graphics (numbers going up) vs the generic/stock photo
What I like about the ad:
- Case study ads can be VERY powerful
- Having a client tell it from their perspective is again, a good selling strategy
- Strong copy to kick off the ad, which will get attention
- I like the copy – talked about a common challenge with sales teams, and also how Gong helped their clients to solve the challenge
What they could split test:
- A video/snippet would be cool to see here
- Interesting take to have the full story in the comments – could be worth testing against having a purpose built case study page (with an easy CTA at the bottom of the page)
What I like about the ad:
- Copy pops off the page (yellow and green)
- Big claim made by the copy
What they could split test:
- “Revenue intelligence” is a fairly new concept and the audience may not necessarily know what it means
- Specific case studies or ideas on how the 2x works could be good
- “Winning feels good” is quite a generic headline – perhaps the “2x” would work better for the headline
What I like about the ad:
- Really interesting topic for the target market
- Use of specifics makes it a stronger statement
- Leverages Gartner to lend more credibility to the research
What they could split test:
- Different colour on the repor to make it “pop” off the page would be a good test
- Potentially could test a small bit of copy explaining what revenue intelligence is, or show an example of how Gong clients have used it/results achieved.
2. Hubspot
What I like about the ad:
- Hubpost uses great colours in this ad – making it pop of the page
- Using other brand logos is great as well, ad social proof and credibility
- Timeliness of “2022” adds “recency” to the ad
- How you stack up to others is always a good/intriguing angle
What they could split test:
- This is a great ad, so not really a lot to test
- One very very minor thing would be to use a different font for the copy in the graphics, but again – a great ad so just a minor nitpick
What I like about the ad:
- Again – good use of colours to make the ad pop off the page
- Specific audience called out in the headline which is good
What they could split test:
- Graphics of a comparison chart with logos on there to catch the eye a bit more
- Could be worth testing the language around the lead magnet (calling it a “checklist” for example could imply ease of use and speed of execution etc.)
What I like about the ad:
- Targeted ad that calls out their ideal audience from the headline to the copy
- Quote from an authority figure, and photo of the authority figure lends social proof to the ad
- Updated with the year this is relevant for makes it seem “timely”
What they could split test:
- The quote is hard to read (especially on mobile)
- Instead of the huge quote, one or two key lines would be better
- Could also try to do a video snippet for the ad
What I like about the ad:
- Hubspot have a great colour palette for branding – helps their ads to stand out
- Webinars can be expensive (relatively) on the front end, but in theory lead quality from webinars should be much high/more buying intent
- Good use of the LinkedIn brand, and the collaboration element as well
What they could split test:
- Make it more obvious that this is webinar is about LinkedIn ad. Hot topic, but the only place it mentions LinkedIn ads are in the body copy
- Use different graphics – like a tick for an ad, and a cross for another to catch the idea etc.
What I like about the ad:
- Video ad with pirates – that’s one way to stick out for sure!
- Love the angle and humour on this ad
What they could split test:
- Could potentially split test a stronger CTA or a more direct CTA like “Sail the sales seas with Hubspot CRM – free trial”
- P.s. just quick copy we’ve thrown on the page, don’t hate haha
What I like about the ad:
- The topic is a great topic and very relevant and evergreen
- Copy on the image will get the attention of the right people
- Great lead magnet (will help to build a good email list)
What they could split test:
- The targeting will be very important for this ad. Hopefully they are targeting by sales leaders, but could be a good/interesting test if they track the data back to signups (trials) vs audience
- Could potentially test another type of lead magnet around the same topic (as ebooks generally don’t get read)
- Different colours on the ad (as blue may blend into the background)
What I like about the ad:
- Very relevant to their audience (CEOs)
- Graphics and colours will get attention
- Putting the year on the ad adds relevance and “timeliness” to the ad
- A good ad all round though
What they could split test:
- Different colours that are brighter, so the ad “pops” a bit more
- Different graphics would be a good test as well
What I like about the ad:
- The topic is a great topic and very relevant to their audience
- The colours and white spaces are designed really well
- The “curiosity” factor is great
- Year in the ad = extra relevance and “timeliness”
What they could split test:
- Quite a good ad already, most of the testing will probably be around the audience
What I like about the ad:
- Good topic (Google ads guide)
- The orange pops off the page
- Using relevant stats and numbers in the ads
What they could split test:
- Make it more obvious (in the graphics/design) that it’s about Google ads, and a guide – a little bit unclear
- The quote takes a lot of “real estate” on the ads – would be worth testing having a Google Ads logo + image of a guide as a split test
3. Canva
What I like about the ad:
- Canva does great video ads
- Good call to action (anything for “free” is a good test for ads)
- Small business owners would definitely be interested, as a lot of them care/want to do more with social media
What they could split test:
- Quite a good ad. Testing would probably just be around the audience/targeting
What I like about the ad:
- Nice colours on the image
- Good headline “enjoy presentations” – both speaks to what the ad is about exactly, and also talks about the improvements that comes with using Canva
What they could split test:
- A video ad showing the sharing aspect of Canva (with presentations), and also how easy it is to use would be a good split test
What I like about the ad:
- Well designed ad
I like the copy in the ad itself - Ending with a question keeps the “loop” open – which is good copywriting
What they could split test:
- I don’t quite get how “positive change” is done via using Canva though. Some examples of either projects or organisations (logos) that have used Canva to do good would be a good split test
What I like about the ad:
- Not sure if this is as good as the other ads that Canva has done
What they could split test:
- Copy is really broad – which means it won’t speak to anyone (if you market to everyone, you market to no one)
- Colours and design doesn’t look as great as their other ads
- The different colour in the last word of the ad design “thought oUT” is kind of strange and draws the eye, but doesn’t make sense
- The graphics also doesn’t really tie into the message, or the graphics
- Bit of a disjointed ad
What I like about the ad:
- Great explainer video – showing how the integration/system works
- Great way to announce new integrations and features to an existing audience/customer base
- The icons/logos immediately draw the eye, and their audience will know what the ad is all about
What they could split test:
- Maybe more copy on what this actually means for users of Canva and Slack. For example – upload designs directly into slack for approval
What I like about the ad:
- Case study ads are good to tell the company’s story
- Quotes from customers are good as well – social proof and helps to “humble brag” without doing any of the bragging
- Bringing in/tagging their customer on LinkedIn also makes it more likely more people will see the ads
What they could split test:
- An “interview” ad with the founder of The Daily Aus (with b-roll etc.)
- Interview video ads have worked very well for some of our clients and it would probably perform quite well here too
What I like about the ad:
- Copy is good – directly addresses benefits of using Canva
- Canva icon front and center is a good branding play potentially
What they could split test:
- A lot of split tests could be done on the design (different styles, graphics, and images)
What I like about the ad:
- Attention grabbing copy
- Showing designs across different platforms also implies ease of use and mobility/being able to “work on the go”
What they could split test:
- Don’t quite get the coffee mug though
- Would also be worth testing a different design – where they have the headline at the top, and then the different mediums below (cleaner design)
- Potentially could even test a graphic of the “flow” of work (to make it more obvious how everything is in one place etc.)
What I like about the ad:
- Good way to showcase the platform (on ipad etc.)
- Copy is good as well – clearly explains why using Canva to design presentations is easy
- “Free” is always worth testing in ads
What they could split test:
- Quite a good ad already, most of the testing will probably be around the audience
What I like about the ad:
- Good ad
- Colours are good
- Logos are good as well – implied social proof etc.
- Copy is good as well
- All round good ad
What they could split test:
- Audiences – I have a feeling this ad would work well for retargeting/more “aware” audiences
- Cold audiences (who don’t use Canva already, or any of the other apps) – not sure how this ad will perform
4. Atlassian
What I like about the ad:
- Designs are eye catching
- Good branding play – ads supporting live events
- Topics are “relevant”, timely and near top of mind for the right audience
What they could split test:
- Quite a good ad already, most of the testing will probably be around the audience and location targeting
What I like about the ad:
- “Free” always a good test in ads (just need to track numbers through to paid signup from trials)
- Implied social proof in copy “so many of the world’s…” – good, subtle copy
- Yellow section draws the eye to the offer
What they could split test:
- With ads like this, we would generally test different variations – including a gif/video variation
- Audience testing will be quite important for this as well
What I like about the ad:
- Great ad – well designed with lots of logos but with Jira being central
- Headline is quite good copy as well
- Speaks to something that their audience would find important
What they could split test:
- Quite a good ad. Potentially could test the copy offer and a more direct CTA – “start using FREE today” etc.
What I like about the ad:
- Design is kind of interesting/different
What they could split test:
- A bit of an generic ad though
- Does the focus on “clouds” and cloud stats do enough to get people to take action?
- No solid CTA, and headline “get your head in the Cloud” is quite vague
What I like about the ad:
- Good benefit focused ad
- Obviously something that their user base and audience cares about
What they could split test:
- The blue may blend into the background on LinkedIn, so would be worth testing different colours
- A more solid CTA could be worth testing “see why Jira is the preferred platform for X with a free trial”
What I like about the ad:
- Catchy copy – especially for the right audience
Scaling is quite an important focus for CIOs/CTOs etc.
Feature focused ad, which could actually be the right move for a super technical audience
What they could split test:
- A video case study could actually work really well for this audience
What I like about the ad:
- Humble brag ad – love it
- Pure branding play, and likely the goal is to get as much eyeballs on the ad as possible
What they could split test:
- A good branding ad, so not much to split test for
- Potentially could test having a design with Atlassian logo + Gartner logo etc.
What I like about the ad:
- Design is very clean
- Great way to call out a good integration that their audience will likely use/get lots of benefit from
- Logos are a great social proof element as well
What they could split test:
- Quite a good ad already, most of the testing will probably be around the audience
What I like about the ad:
- Templates are great lead magnets
- Ad copy calls out the audience they are going for
- CTA is direct (“Free trial”)
What they could split test:
- Quite a good ad already, could potentially split test design though
- Although may be worth testing going more narrow/specific i.e. an ad JUST for Project Managers, and ad JUST for Marketing, and an ad JUSt for HR
What I like about the ad:
- Very specific topic, and running to webinar will product very targeted leads from this campaign (potentially will cost more per lead though)
- By joining forces with Forrester, Atlassian get more social proof and authority
- Very technical and specific language – will be something their audience immediately gets, but disqualify everyone else, which is actually a good thing
What they could split test:
- Not so much a split test, but with very technical topics like this to a very specific audience – they could potentially supplement the ads with a cold email/outreach campaign (has produced amazing results for some of our other clients)
5. Salesforce
What I like about the ad:
- Good callout of exactly who they are targeting with the ads (using words like “citizens” that are likely to be used by their specific audience)
- Copy is good, and calls out the benefits to their audience
What they could split test:
- Not too clear what the CTA is, or what people will be clicking through to – a more direct CTA would be worth testing here (unless this is a branding ad)
What I like about the ad:
- Copy is great, and talks about things that businesses and sales teams absolutely want
- Headline is also good – bringing together marketing and sales
What they could split test:
- The image isn’t a great fit for the ad
- It looks more like a classroom than a business setting (on initial look anyway)
- The people in the photo look miserable, and doesn’t align with the idea that sales team “love” the platform
What I like about the ad:
- Great ad!
- Salesforce has got great design – including their cartoon mascots
- 33% of financial services customers is very specific (the more specific the number, the more “real” people perceive it to be)
- The benefit of this ad is something that people in their target market would be very interested in as well (reduce churn of clients)
What they could split test:
- Not much – great ad!
What I like about the ad:
- Design is very clean.
- Again, Salesforce has great design on most their ads – including their mascots
- Customer focus is/should be an important topic for most businesses, so this may be a wide market ad (or focused on SMEs)
What they could split test:
- Potentially a video with happy, smiling customers or even a “demo” of how the platform looks at/prioritizes customer service
What I like about the ad:
- Good social proof on this ad, with customer testimonials
- Smiling face, looking directly at the reader/viewer is a good way of drawing attention
What they could split test:
- Different variation where the 21 sales tips takes the main feature in the design
- Video testimonial/video sharing of knowledge could be great as well
What I like about the ad:
- Specific number in the ad – draws the eye and attention
- Design is great (as is typical of all Salesforce ads)
- Loads of social proof
- 7th edition shows recency and something that people want to “keep on top of”
What they could split test:
- This is a great ad 🙂
What I like about the ad:
- Have I mentioned that Salesforce have great ads and great ad designs?
- Specific numbers always work well – especially when it’s such a big trend
- Curiosity “what is everyone doing” factor used well in this ad
What they could split test:
- Salesforce run great ads 🙂
What I like about the ad:
- Really like the social proof on this ad, and great way to leverage other brands to work together with Salesforce
- Ad design (as always with Salesforce ads) – ad really pops off the page
What they could split test:
- Copy could potentially talk more about how Kelloggs are using Salesforce and the case study – but just nitpicking. Actually a great ad.
What I like about the ad:
- Great topic – this will definitely be something that’s top of mind for business owners and sales & marketing teams
- Use of specific numbers is good
- Direct CTA makes it obvious what happens after the click (a good thing)
What they could split test:
- A non stock photo image would be a good test here. Even if they just more cartoons (their brand mascots) that could be an interesting test.
- A split test with customer data/testimonials talking about the 26% increase would be great
What I like about the ad:
- Lots of social proof in this ad – including history, the fact that they have worked with thousands of C-suite leaders etc.
- The yellow text pops off the page and grabs attention
What they could split test:
- Minor nitpick – potentially test different copy instead of “silos” (unless that is a term that’s universally understood/obvious to their target audience)
- Split test stock image/photo with an image of the ebook/playbook itself
6. Airwallex
What I like about the ad:
- Great, specific targeting (in this case, targeting on geography)
- Text in the ad is easy to read, and the emojis bring colour to the ad
- The card and the colour in the background is well designed as well
- Lots of great benefits and features in the ad itself
What they could split test:
- A great ad, so not a lot to pick over – but one test they could run could be emphasising the “free” account (and how quick/easy it is to set up)
What I like about the ad:
- Good social proof in this ad, with a client story/case study
- Copy is quite good on the ad as well, and talks to the benefits of using Airwallex
What they could split test:
- Video testimonials would be great here as well – especially as a split test
What I like about the ad:
- Love the design of the ads – colours really makes it pop out (and grab attention)
- Good copy and shows the benefits (and some features) of the card itself
- Use of VISA logo is good too, as it adds a little bit of social proof/brand recognition to the ad
What they could split test:
- Great ad, not much to split test 🙂
What I like about the ad:
- Great ad design – colours really makes it pop out (and grab attention)
- Good copy and interesting offer that they are promoting. The set dollar amount they are “giving” is interesting as well
What they could split test:
- $600 may not be seen as “that much” to companies spending $100k + a month on ads. Could be worth testing the 5% messaging (straight to bottom line) rather than having a set dollar amount
What I like about the ad:
- Great social proof ad, including having the logo of their client on here
- Photo of their client, looking directly at the camera is good as well
- Also really like the copy – starting with quote and then going to benefits, and having a simple CTA/offer
What they could split test:
- Great ad already but potentially could split test having it on a “cleaner” background so that the quote pops a bit more etc.
What I like about the ad:
- Good background colour – makes the ad pop
- I like the copy on the ad as well. It’s an interesting angle and will generate a lot of curiosity
- Simple, benefit driven copy
What they could split test:
- Great ad, not much to split test (sometimes text heavy ads actually work a lot better on LinkedIn – all down to split testing)
What I like about the ad:
- Great copy on this ad – good way to call out the audience they are looking for (selling online)
- The orange colour will pop against the generic white/blue on LinkedIn
What they could split test:
- Main graphics doesn’t really show the business card, so that could be a test (that being said – they have other ads that all focus on the card)
What I like about the ad:
- Again, good benefit driven copy
- The ad design is good as well – as it shows the corporate card, and also has the benefit on the design as well
What they could split test:
- Airwallex has lots of split tests already. This is a good ad 🙂
What I like about the ad:
- Bit of a different ad vs the other eComm focused ads, and is a split test variation
- They use a bunch of brands in here, which is good – strong social proof
- Copy is good as talks about the benefits of using Airwallex
What they could split test:
- The same colour/background on the logos makes them look like buttons on an app (rather than individual logos) – a split test could be to make an ad with just eComm client logos
What I like about the ad:
- PR ad – announcing a great win for Airwallex
- A great platform/place to announce a key win and establishes good social proof
What they could split test:
- No split test needed as a branding/PR ad
7. Macquarie Group
What I like about the ad:
- Good social proof ad, as using a quote and image of a client
- Copy on the design makes it very obvious that it’s for businesses
What they could split test:
- The copy on the main text is quite technical. A good split test would be to write about the benefits of using their platform (instead of just talking through the features)
What I like about the ad:
- Very obviously focused on businesses
- Good lead magnet ad
- Good topic as well as cash flow is important for businesses
What they could split test:
- Image in the background would be a good test
- White text on the image background makes the text hard to see. Would be worth split testing different styles of design
What I like about the ad:
- Again, good targeting used on the copy as this is obviously an ad for investors
- “We know investors” is also quite a good slogan (especially as the yellow background makes it pop)
What they could split test:
- A video ad as a split test could be good here – testimonial from an investor client of Macquarie
- Could test a more graphical design as well (less text)
What I like about the ad:
- Not strictly B2B but a good ad for the right people (people who already have loans, and giving them the option of refinancing to Macquarie)
What they could split test:
- Make the graphics about the benefits (lower rates etc.) and have it on the yellow background
What I like about the ad:
- Great ad, and the “potential savings” with the numbers stands out
- Not strictly a B2B ad, but a good ad for people with existing loans
What they could split test:
- Quite a good ad – testing some different colours on the text could make it pop a bit more
- Could also make the area with savings more obvious as well (or have designs that just focus on the savings)
What I like about the ad:
- Good social proof in this ad, with a client story/case study
- Video interview ads work well on LinkedIn – especially for “audience building”
- Seems more like a branding ad than direct lead gen
What they could split test:
- Could potentially split test having a CTA ad (going to phone call or enquiry page)
What I like about the ad:
- Good social proof in this ad, with a client story/case study
- Very obvious CTA to learn more about their product, so likely to bring in qualified leads
What they could split test:
- Could potentially test having copy that goes into more of the direct, measurable benefits their clients have experienced
8. Uber
What I like about the ad:
- The design is different and catches the eye
- Seems like a PR, branding or HR ad, with key messaging that people are paying attention to (like diversity etc.)
What they could split test:
- A more direct copy test to spell out what they want the audience to do (apply for jobs at Uber) would be a good test
What I like about the ad:
- Good HR ads, highlighting the benefits of working for Uber
- Remote/hybrid work is a big thing and something that employees want so a good angle in the ad
What they could split test:
- Video testimonials with some of their employees would be a great test
What I like about the ad:
- Good social proof ad with a recruitment angle
- Good copy that talks about the diversity of the role, and then becoming focused on engineering jobs
What they could split test:
- Could potentially lead to a “open roles” page, or have a CTA to find out what roles are open
What I like about the ad:
- Good ad with both social proof, and also shows that Uber are doing something for good
- Tagging the not for profit organisation they have partnered with is good as well, as it could potentially put the ad in front of their audience/followers as well
What they could split test:
- Could be a good branding play as well, so not much need for split testing
What I like about the ad:
- Good way for uber to build an email list of small businesses
- While it’s a stock photo, it’s a good image that small business owners will recognise
- Holidays as a trigger/angle is good too
What they could split test:
- As it’s holiday focused in the copy, could be a potential test on the design as well to make it more festive
What I like about the ad:
- Another HR and branding ad
- Videos are working well on LinkedIn at the moment
What they could split test:
- Potentially could test a more direct CTA – “see open roles”
What I like about the ad:
- Branding/PR ad
What they could split test:
- Bit of a strange angle though… Is monkeypox a big thing in California at the moment? Not sure if this is a great angle or makes a lot of sense
What I like about the ad:
- Good social proof and a “feel good” story
- PR and branding ad
What they could split test:
- Not much, as is a branding and PR play
What I like about the ad:
- Branding/PR ad
- The ad design stands out
What they could split test:
- Bit of a strange angle though… Is monkeypox a big thing in California at the moment? Not sure if this is a great angle or makes a lot of sense
What I like about the ad:
- Branding/PR ad
- Could be a way for Uber to start conversations with other countries and governments (based on how they helped here)
What they could split test:
- Could supplement with email outreach to start conversations with other government authorities
9. Afterpay
What I like about the ad:
- Good angle, and something that all retailers will be paying close attention to
- Good way to build a good email list as well
- The stats (900% increase) is also interesting
What they could split test:
- Potentially test a different colour for the background as the black may blend in with dark mode
What I like about the ad:
- Good social proof with 3.5m active shoppers
- Green colour pops out on the page
- Social media testimonial shows real customer love
What they could split test:
- Could potentially test an offer with this ad, and have a strong CTA that goes to signup/call with sales team
What I like about the ad:
- Again, a good angle used by Afterpay, and something that is top of mind for retail businesses
- The graphics and design stands out
- Great copy on the ad, and will help to build a good email list for Afterpay
What they could split test:
- Could test the button with a different colour, but a good ad so just nitpicking
What I like about the ad:
- Case study ad. Case studies are working well at the moment (and likely to work well going well into the future)
- The green colour pops off the page nicely
- Good way to build email list
What they could split test:
- Could test different designs, including having The Container Store x Afterpay logos on the ad
- Could also do a video testimonial ad
What I like about the ad:
- Design catches the eye as it’s a bit unusual
- Insights and market surveys create good intrigue and interest (good for building email lists)
What they could split test:
- There’s a fair bit of text on this ad, and could be hard to read while scrolling. Could test just having one big, attention grabbing headline for the ad (without the smaller dot points)
What I like about the ad:
- Good angle, and something that all retailers will be paying close attention to
- Having the year in the ad copy builds “recency” and relevancy
What they could split test:
- A test of just one single, attention grabbing headline could be good (as there’s a lot of text in this ad)
- Could also split test different headlines in the ad design
What I like about the ad:
- Good angle, and something that all retailers will be paying close attention to
- Good way to build a good email list as well
What they could split test:
- Could test some benefit focused copy. For example – “how to grow your profits despite the high inflation” etc.
What I like about the ad:
- This is a split test variation
- More focused on the home and garden retail category, with numbers specific to the category (generally, the more focused and specific to a category, the better the results from ads)
What they could split test:
- Could test different designs, including having The Container Store x Afterpay logos on the ad
- Could also do a video testimonial ad
What I like about the ad:
- This is a split test variation
- Huge social proof on the ad, and really power quote
What they could split test:
- Not sure if the quote is from someone at The Container Store though? No quote attribute.
- I looked at the number and went “oh that’s awesome” but then was like… wait… What do they mean by a referral? And also, is the 1m across the ENTIRE platform, or is it JUST to The Container Store?
- Some more specificity in the quote would be good – otherwise, the more you make people “think” and question the ad, the more they are likely to not take the CTA
10. Financial Times
What I like about the ad:
- Research and new insights are good angles
- Colours in the ad makes it pop off the page
What they could split test:
- Are the technical terms used in the ad something that is specific (and will call out) their audience? If so – great. If not, it may be a little too technical.
What I like about the ad:
- Good angle, and something that the market is talking about/has top of mind at the moment
- The ad design draws in the eye
- CTA to use a tool that gives results/helps generally works quite well
What they could split test:
- Quite a good ad 🙂
- Only split test would be another line explaining what the audience will get from using the tool (benefits)
What I like about the ad:
- Seems like a retargeting ad
- Goal of the ad would be to get more people onto their platform and get benefit from something that’s already being paid for
- Retention play here I’m thinking (quite smart actually)
What they could split test:
- Quite a good ad – especially running to a custom audience
- Could test copy around “you already have access”, but just a nit pick
What I like about the ad:
- Interesting topic that would be top of mind for the right people
- Video ads (with captions) work well, both to get an immediate action from viewers and also to build custom audiences
- Webinars will bring in qualified leads
What they could split test:
- Potentially could test LinkedIn lead ads, and then nurture/send webinar details from email automations (to reduce the LinkedIn ad costs)
What I like about the ad:
- Hopefully a retargeting ad, as it goes straight to the offer (50% off)
- Strong offer, that will get people curious
What they could split test:
- I’m always quite careful with direct to offer ads, as if existing clients see the offer (and they didn’t get the discount) could hurt retention/customer loyalty
- Otherwise, could also test a design that focuses more on the 50% off
What I like about the ad:
- Research and new insights are good angles
- Copy on the design will immediately tell the audience who this ad is for
What they could split test:
- A split test on copy could be good. The “machine readable” news to trade stocks is the most intriguing part of this ad (to me at least), and could be a good split test to see if it gets more engagement and leads for the Financial Times
What I like about the ad:
- ESG (environmental, social, governance) is a big topic at the moment, so this is a good angle for businesses
- Webinars also tend to bring more expensive, but also more qualified leads
- Video ads are working well at the moment on LinkedIn
What they could split test:
- Quite a good ad. If anything, potentially have a single line that explains what ESG means
What I like about the ad:
- Social proof ad with 4k + companies that have a group subscription
- Looks like a split test of the retargeting ad they are running (hopefully a retargeting/custom audience ad in any case)
What they could split test:
- Seems like they are already split testing graphics and copy
- Potentially could test some copy like “have access but don’t know about it” to hit a FOMO angle
What I like about the ad:
- ESG is a big topic/top of mind for some businesses
- Webinars are likely to bring in good leads (although leads are likely to be more expensive)
- This looks like a split test ad – which is good (should always be split testing until a big winner is found)
What they could split test:
- It’s a similar style to the other split test they are running. Maybe an entirely different style of ad design (rather than video) would be good
What I like about the ad:
- The offer is a great offer
- Actually like this a bit better than the straight 50% off ad, as existing customers won’t be annoyed (as much) by this offer
- Text pops against the black background
What they could split test:
- They could test an animation/gif ad to see if it gets more attention and signups
- A free trial offer would also be an interesting split test (as long as they can track retention on $1 trial vs free trial)
11. Brex
What I like about the ad:
- A lot of organizations offering corporate cards at the moment, so seems to be an “in” thing
- Targeted ad towards people in the finance space (the more targeted the better generally when it comes to ads)
- Interesting offer – learn more for a $100 gift card. Assuming they are giving gift cards to anyone who takes a demo call
What they could split test:
- A client testimonial here (with real numbers) might be a great split test
What I like about the ad:
- Again, targeted ad which is good
- I quite like the ad design. Not sure how effective it will be (as it could be something that’s generic) but implies it’s for business owners etc.
- Good copy as well – calling out the benefits (building insights fast)
What they could split test:
- A quick video of the platform in action, or some examples of other dashboards their clients have used would be great here
What I like about the ad:
- Brex does good targeting in their ads
- Copy is directly aimed at accountants
- Benefit driven copy
What they could split test:
- Again, real client results would be great here. Either showing how much a client has saved, or what the end result for the businesses/accountants are (the REAL benefits)
What I like about the ad:
- Copy is directly calling out their target audience
- Benefit driven copy
- Clean background and headline copy takes centre stage
What they could split test:
- They could test copy about the offer (assuming it’s a trial or demo) here to see if it lifts conversion
What I like about the ad:
- Great social proof ad
- 97% is exact number, which works well
- $100 gift card for taking a call is an interesting approach as well (one that works well in the right context)
What they could split test:
- I quite like the ad, but they could test some different designs (the red on the left is a little dull. Test a brighter colour to make it “pop” off the page a little more)
What I like about the ad:
- GREAT copy – benefits driven, and addresses a shortcoming in a lot of their competitor products (personal guarantees needed by founders etc.)
- Finance leaders calls out the audience
- Good, solid copy on the headline (only card X need)
What they could split test:
- An interview with a raving fan who is a finance leader would be a great split test (with real results)
What I like about the ad:
- Social proof ad, with a testimonial – great for trust building
- Tagging their client in the ad as well means it’s likely to get shown to a wider audience
What they could split test:
- Big quotes/testimonials often don’t work that a wall of text won’t “stop the scroll”
- A video testimonial here would work much better
- Having different brand logos on the ad would be quite good as well
What I like about the ad:
- Social proof ad, with a testimonial – great for trust building
- Tagging their client in the ad as well means it’s likely to get shown to a wider audience
What they could split test:
- Big quotes/testimonials often don’t work that a wall of text won’t “stop the scroll”
- A video testimonial here would work much better
- Having different brand logos on the ad would be quite good as well
What I like about the ad:
- Good ad to build social proof and relevancy (showing that they are at an event)
- Hopefully they are targeting for other people that are likely to be at the event as well
What they could split test:
- They could compliment this ad with an outreach campaign to set up calls before and after the event for their sales team
What I like about the ad:
- Good testimonial and case study from a client
- Targeted towards Netsuite users, so quite targeted (hopefully)
What they could split test:
- Video ad would be good here, as it is quite a long quote (lots of text on page) – so some videos/snippets here would be great
12. Plaid
What I like about the ad:
- Webinar ads can bring in great quality leads (although may the cost per lead may be a little higher than other types of offers/lead magnet)
- They are covering a topic which is top of mind for a lot of tech companies (lowering customer acquisition costs)
What they could split test:
- Quite a good ad, but could potentially test some different headlines – make it more obvious that it’s about getting better quality leads for less cost
What I like about the ad:
- Interesting quote that will grab attention
- Reports and recent insights are always interesting and make for good lead magnets (even if they do need to be updated etc.)
What they could split test:
- Could be worth pulling some super interesting points from the report and highlighting them in the ad
What I like about the ad:
- Insights and trend reports are great lead magnets
- Web 3.0 is a trendy topic as well
What they could split test:
- Again, could potentially pull out a few interesting insights and use them in the ad itself
What I like about the ad:
- New regulation changes are always a topic of interest
- Very relevant to their audience
- Also very targeted to the audience
What they could split test:
- Could do a supplementary email outreach campaign as well
What I like about the ad:
- Great split test that highlights and interesting stat
- Good colour on the ad will make it pop off the page
- Again, insight and trends make for good lead magnets
What they could split test:
- Looks like they are onto it, and running split tests on numbers/features in the report
What I like about the ad:
- Good design that catches the eye
- Looks like an ad to a demo, which can work well in B2B SaaS
What they could split test:
- Could go deeper into the benefits, and also potentially explain a bit more about how it works/what it does
What I like about the ad:
- Great benefit for the right people, and can be a real benefit to their customers
- Good copy and eye catching design
What they could split test:
- Quite a good ad, not too much to split test for
What I like about the ad:
- Good use of stats here to get attention
- Also, good copy around the pitfalls etc.
What they could split test:
- Quite a good ad, so nitpicking but they could also potentially test some different background with brighter colours so that the ads pop on the platform
What I like about the ad:
- Good to see Plaid doing split tests
- Yellow pops off the page, which should hopefully get more attention
What they could split test:
- Seems like they are already split testing 🙂
- Maybe one more idea to split test is to put some kind of “end result” on the ad itself. For example – what has mass adoption of fintech resulted in?
What I like about the ad:
- Graphics used here gets attention
- Sounds like a strong benefit for the target audience
What they could split test:
- If there are results and stats they can use, that would be good to use here i.e. faster loans = x% increase in revenue and clients
13. Slack
What I like about the ad:
- The ad design and graphics from Slack are great
- Quite a relevant topic/angle as well
- Great way to build an email list
What they could split test:
- If they have stats on the benefits of the changes or trends, that would be a way to get attention as well
What I like about the ad:
- Great stats around retention rate – something that’s top of mind for a lot of businesses at the moment
- Good case study as well for Slack
- Headline on the ads are easy to see
What they could split test:
- Maybe they could test having the stats on the graphics headline. 98% retention of staff is a huge achievement so would be a good attention grabber
What I like about the ad:
- Video ads are great
- Nobody likes meetings that are a waste of time
- Also a great way to show Slack in use and also how others are using it as well
What they could split test:
- They could potentially test having an offer at the end of the ad as well – such as a free trial etc.
What I like about the ad:
- Slack does some good ads 🙂
- Good way to showcase the platform
- Video ads are working well at the moment
What they could split test:
- Again, could test a little bit of copy around an offer at the end of the ad
What I like about the ad:
- Slack seem to be running ads around key features of their platform – which is good from both a branding point of view and also for lead gen
- Gifs and videos of products being used are quite good – especially with good colours that pop off the page like what Slack does
What they could split test:
- Again, an offer at the end could be an interesting split test
What I like about the ad:
- Great case study and way to get social proof
- Quote from a user/customer is good, and the white quote pops off the page on the darker background
What they could split test:
- A video ad/testimonial here could be great as well
What I like about the ad:
- Interesting graphics with bright colours – pops off the page
- Good social proof around the percentage of developers choosing slack
- Good way to build a segmented list that could be used for other targeting down the line
What they could split test:
- They could potentially test building some kind of interactive quiz or checklist from the content that’s in the ebook.
- eBooks “put the onus” on the readers back (gives them more work), whereas lead magnets that give people easy answers with less work tend to work even better
What I like about the ad:
- Hopefully a targeted ad (by country etc.). The more targeted and specific an ad is, the better it will perform… generally
- A very relevant topic as well with the way “work” has changed
What they could split test:
- Could test a different angle as well using the same material. Angle could be something like “the top things employees are looking for, beyond the 9-5” etc.
What I like about the ad:
- Webinar ads are great for bringing in quality leads – even if those leads can be a little bit more expensive on the front end
- The ad design really stands out and great colours and used
- Copy specifically speaks to the audience/market (marketers in this case)
What they could split test:
- If they have a specific case study with benefits/results their clients (who also use Smartsheet) have achieved, that could be a great to include in this ad as well
What I like about the ad:
- Good ad design and colours
- A lot of the dot points are important for businesses and top of mind
What they could split test:
- Would be an interesting test to split up the dot points into individual ads, and have those ads more targeted. For instance, someone in HR/recruitment may not be concerned about cyber security as much (and vice versa)
14. Chime
What I like about the ad:
- Strong stats, which create massive social proof
- Great copy on the headline/graphics – making it about their customers
- Colours and ad design are good as well
What they could split test:
- Potentially could test a “client testimonial mashup” ad – showing testimonials from several of their clients
What I like about the ad:
- Great way of positioning their company and their platform
- Not strictly B2B, but they do address a lot of the negatives of traditional banking
- Ads are really well designed
- Also highlight the key benefits of the product
What they could split test:
- As before – a mashup of client testimonials would be good to test
15. SoFi
What I like about the ad:
- Great design on the ad
- Technical language could work well to bring in their ideal audience
What they could split test:
- Stats around the ETF performance could be an interesting test for these ads – although… they would have to work within advertising/marketing regulations to make sure that’s allowed
What I like about the ad:
- Branding ad and social proof ad celebrating a reward/achievement
- Could be a great ad to build custom audiences with as well
What they could split test:
- A split test of ad designs that features both logos and the award etc. would be interesting, but as this is a branding ad direct lead gen might not be a big factor
What I like about the ad:
- Case study and client interview ads are always good – both for branding and for lead gen
- While the ad uses a stock image, the image stands out and grabs attention
What they could split test:
- A variation with logos or interview snippets (in video form) would be a good split test
What I like about the ad:
- Either a branding or a HR (recruitment) ad
- Always good to show the “human” side of the business
What they could split test:
- A good ad, and not direct lead gen so not a real need to split test much
What I like about the ad:
- The ad design and graphics are good
- Great little angle, and interesting that they have an ETF based on flexible work
What they could split test:
- Not quite sure what the CTA is. Assuming it’s to learn more about the ETF?
Could have something on the ad showing the performance, and why this ETF is unique/a better investment than something more mainstream
What I like about the ad:
- Strong CTAs on this ad, telling their audience what they should be clicking on
- Likely to get some good branding exposure from these ads as well
What they could split test:
- Again, with investment products one of the key questions all investors ask is: “What are the returns”. It’s early days for the ETFs though as it looks like it’s just launched.
- A potential split test could be to break down the individual ETFs and explain WHY they think these will outperform the market etc.
What I like about the ad:
- Great offer
- Ad design gets attention as well
- Good use of stats and numbers to show that their customers get better returns etc.
- Also, an interesting angle and target audience
What they could split test:
- Quite a good ad, so not really too much to split test
- Generally, the stronger the offer, the more chance of success – and “giving away” $300 just to sign up to an account is a pretty strong offer (for the right audience)
What I like about the ad:
- Looks like it’s an email list building type ad
- Definitely a topic that’s top of mind for a lot of people at the moment
- 4 tips makes it easy to consume (implies people will get a benefit with less work)
What they could split test:
- Could test a bunch of different graphics here, including screenshots of virtual interviews etc.
What I like about the ad:
- Quite a unique offer (free career coaching)
- Ad design stands out
What they could split test:
- A split test where they make free career coaching front and centre (in the ad design)
16. Affirm
What I like about the ad:
- Great use of stats to bring in massive social proof
- Both the number of customers and also increase in conversion rate is powerful copy
- Good ad design, with yellow highlighting how many shoppers use Affirm
What they could split test:
- Good ad 🙂
- Could potentially split test having a new client offer as well – but just nitpicking as this is actually a good ad already
What I like about the ad:
- Great social proof and case study/testimonial ad
- Use of exact numbers is great
- Pets (cats and dogs) generally work really well in ad images… Great pick of client to feature
What they could split test:
- Test having Whisker logo on the ad as well
- Another split test with the numbers in the design would be good
- Video testimonial ad would be great here as well
What I like about the ad:
- Affirm are great at using stats in their ads
- Good copy
What they could split test:
- Design could be split tested
- I think the increase in order value could actually be a more attractive benefit to online retailers – would be an interesting split test
What I like about the ad:
- Great branding and PR ad
- Good use of copy in this ad – showing that their founder and CEO is a big believer in the company… time for a cap raise? (being cheeky here)
- Great use of other brands to build authority quickly – including tagging other companies and people
What they could split test:
- Great branding ad. No split test needed 🙂
What I like about the ad:
- Good angle and “trigger” reason for the ad
- Interesting number on the ad as well
- Eye catching design
What they could split test:
- Sometimes, use of huge numbers ($270 billion) is out of the realm of reality and will cause a disconnect to audiences
- Would be good to split test messaging about how Affirm can help their retailers make more over the holiday season (especially if they have stats they can use to back this up)
What I like about the ad:
- Love a good social proof/client focused ad
- Great use of real stats
- Sometimes these simple coloured background + text ads actually work well on LinkedIn
What they could split test:
- Test having stats in the design
- Test having video interview snippets
- CTA could be more about the benefits/get the audience to take action (rather than just reading about someone else’s business)
What I like about the ad:
- Great AD 🙂
- Client stats, logos, the whole shebang
What they could split test:
- Already a great ad. If I was to nitpick, I would say testing different coloured backgrounds (that are brighter and don’t blend into the white/blue of LinkedIn) would be good – but this is a great ad…
What I like about the ad:
- It’s a split test of another good ad they are running – this time with sports (golf) equipment
- Good colours that pop off the page
- Great use of stats
What they could split test:
- One small thing would be to use specific numbers. So rather than a 50% increase in conversions, use the actual number (i.e. 53, or 47 etc.)
What I like about the ad:
- Good copy around letting customers pay their way
What they could split test:
- Not as strong as their other ads
- Their other ads, where they bring in stats, customer stories, and benefit points are more likely to bring in good leads
17. Block
What I like about the ad:
- Good recruitment ad
- Unique angle on recruitment – and a lot of specificity around the skills/passion their new employees would need
- I like the design as well. Might be a stock image but it definitely catches the eye
What they could split test:
- Good ad. To nitpick – one small test would be putting more in the copy about employee perks etc.
What I like about the ad:
- Quite an interesting angle – seems like they are running a webinar for recruitment, which is quite interesting
- Recruiting with purpose is a good tagline/copy
What they could split test:
- Black background could blend in with “dark mode” on phones
What I like about the ad:
- Good recruitment ad
- Getting specific about the industries/type of work they are looking for is good
- Bringing remote work into it is good as well, as it’s very much top of mind at the moment
What they could split test:
- Would be interesting to test video ads (snippets) of interviews with current employees to add a layer of social proof in
18. Semrush
What I like about the ad:
- Great story used in the ad
- Seems like a video ad – which are working well on LinkedIn at the moment
What they could split test:
- Quite a good ad already. Only very minor copy tests (using curiosity copy like: “From 0 – 8 figures in less than 12 months. How these first time e-commerce founders… etc.)
What I like about the ad:
- Good colour on the ad (yellow really pops)
- Good copy as well, bringing in the idea that their tool can simplify things for marketers
- Ads that call out their target audience do quite well too
- Good offer – try it free
What they could split test:
- Quite a good ad
- One potential split test would be to get a client video snippet talking about how it simplified things, and also brought in great results
What I like about the ad:
- Offer front and centre
What they could split test:
- Grey backgrounds end to “blend in” and get ignored
- Benefits could be split into individual lines, and fleshed out to add more “gravitas”
- Stock photos often get ignored (subconscious “ad detection mechanism”)
What I like about the ad:
- Good social proof and client case study ad
- Unique angle (voice search) – new technology of way of doing things
- Yellow text pops off the page
What they could split test:
- Would have been good to get some stats or results that Lionbridge have seen on here as well
What I like about the ad:
- Good use of client testimonial – these ads are good for both lead gen and also social proof building
- I like that they used their client’s photo on here too
What they could split test:
- Quite a good ad, so nitpicking but could potentially test the same approach with a client that had their site position drop without knowing (using other software), and talking through the financial impact of that vs. how it was fixed automatically when they switched to Semrush
What I like about the ad:
- Obviously targeted to marketers
What they could split test:
- Bit of a generic message here (what does taking marketing to the next level actually mean?)
- A demo/quick video snippet of what Guru actually does or how the UX looks would be good here as well
- Flesh out the benefits to add more value to each point
What I like about the ad:
- Great, attention grabbing ad
- Really like the angle on here as well (at least in the ad image)
What they could split test:
- Copy is a little vague though (which makes for weak CTAs)
- Also, the angles are a little bit mixed? Old marketing tactics vs being “grown up”s… are we meant to be old, or young?
- Also – what is “smart marketing”?
- Perhaps being a little bit too clever with this one
What I like about the ad:
- Really great ad
- Copy is great, and is client focused
- Very specific stats and numbers in the ad, which adds to credibility
- Podcasts are a hot topic at the moment
- Just a really good ad!
What they could split test:
- Nothing 🙂 Great ad
- Ok fine, minor nitpick – relay it back to how the audience can learn to grow their own podcasts as well with specific features in Semrush
What I like about the ad:
- All keywords/benefits that marketers want
- Agency tools is an interesting angle – and definitely stands out for the target market
What they could split test:
- Not sure when was the last time one of our clients actually shouted YES… lol (being cheeky here)
- A video/screenshare of some of the tools would be great to split test here
- Videos of how some of the agency using the tools have seen great results would be good too
What I like about the ad:
- Great angle
- It’s a common pain in the SEO/marketing industry so a great hook for the ad
- Good offer as well to try it for free
- I like the headline copy as well
What they could split test:
- Video testimonial snippets would be a good split test here
19. Bolt
What I like about the ad:
- Ad around an offer is good
- Good use of highlighting to draw the eye to the main benefit (more team events)
What they could split test:
- Could potentially test having the terms and conditions on the landing page/where the audience goes after clicking – that being said, if they are paying per click, having the terms clearly on the ad could turn away unqualified leads (which is a good thing)
What I like about the ad:
- PR and branding ad
- Image catches the eye as well (bright green scooters and all)
What they could split test:
- Not sure why the headline is in another language but the ad copy itself in English? Might make more sense to target specifically to countries and have one language for both (for consistency)
- Could supplement this with an email outreach campaign into local government orgs, as this is a good case study
What I like about the ad:
Good social proof ad – big numbers here (100 million customers!)
Good use of other company logos, and also speaker photos
Putting on events is a good way of building brand and authority
What they could split test:
Could include some of the topics that might be discussed so they draw in people outside of their immediate circle
What I like about the ad:
- Good angle, and especially relevant nowadays
- “Women in Tech” as a headline in the ad design stands out
- Good use of speaker photos
What they could split test:
- Branding and community building ad, so not too much to split test
What I like about the ad:
- Lol – ping pong table… how tech 🙂
- Good offer though, and offer is front and centre of this ad
What they could split test:
- Could also test an animated ad here – something to do with ping pong perhaps?
What I like about the ad:
- I actually like this split test (of the “offer ads”) from Bolt the best
- Offer CLEARLY stands out
- Text heavy ads can actually work REALLY well on LinkedIn
What they could split test:
- This is already a good split test
What I like about the ad:
- Split testing offers (this one is 75% off)
- Highlighting around the 75% draws eyes to the offer
What they could split test:
- Is the person in the photo walking while looking at her phone?… Pet peeve of mine (lol)
- Also, generic stock photos don’t work as well (generally)
20. Pepperstone
What I like about the ad:
- Good name drop – John Bollinger is known to most traders etc.
- Copy is intriguing – “hacking” the market
- Webinars and talks like this generally bring in great quality and engaged leads
What they could split test:
- The graphics is a little busy
- Simplify it down, and make the headline key (they have a great headline)
What I like about the ad:
- Interesting way to build an email list
- Could be a very engaging ad as well (getting people to guess)
What they could split test:
- Making people go to another platform/system (emails) to take action will drop conversion rates
- A split test would be to do a LinkedIn lead form (that keeps them on the platform, and autofills their details), with a custom question around the competition, and then nurture with emails
What I like about the ad:
- Good social proof ad – putting their reviews front and centre
- Images stand out against dark background
What they could split test:
- Go into more detail about why their platform is better – especially during volatile markets (I’m sure some of their competitors would be globally regulated as well)
- Could even potentially call out the number of positive reviews they have i.e. with over 3,294 5 start reviews on Trustpilot
What I like about the ad:
- Branding and PR ad highlighting their award/achievement
- Good way to showcase all the categories they won in as well
- Good copy on “putting traders first”
What they could split test:
- Branding and PR ad so not too much to split test
What I like about the ad:
- Ad design will get good attention
- Time sensitive “trigger” event (US Earnings season) makes it timely
What they could split test:
- Not sure if the headline is a regulatory requirement, but if not would be good to move the headline/risk disclosure somewhere else on either the ad or the landing pages
What I like about the ad:
- Good social proof, with names that people would know
- Webinar ads can be good to get high quality leads though
- Good use of photos of the speakers
What they could split test:
- Not much to split test, it’s already a good ad
What I like about the ad:
- Direct CTA – can work well sometimes
- Graphics makes it very obvious it’s about trading
What they could split test:
- Quite a good ad, so nitpicking but they could also potentially test some different background with brighter colours so that the ads pop on the platform
What I like about the ad:
- Good way to build a YT audience (cross platform)
- Content is a good way to stand out
- Using the month in the ad design adds to recency and relevancy
What they could split test:
- More of a branding/content audience building ad so not a lot to split test
- Could test a video/audio snippet to see if it brings in more engagement (and clicks to longer content piece)
What I like about the ad:
- Good copy, touching on some of the recent events in the financial world
- “Don’t lose to the news” is clever
- Looks like a video ad as well, which generally does better for engagement/awareness
What they could split test:
- Looks like a last minute “happening tonight” type ad – which is actually quite good. Different ads, spaced throughout the event campaign (leading up the event) is a great way of getting better results from the campaign overall
What I like about the ad:
- Benefits in the ad itself is good
- Clear, direct CTA – if leads come through, will generally be better quality leads
What they could split test:
- Could emphasis the benefits in the ad design
- Might be good to dive deeper into USPs (other trading platforms/fund managers also have similar benefits – so going into more detail about why their benefits are better could be good)
21. SocietyOne
What I like about the ad:
- Benefits in the ad itself is good
- Clear, direct CTA – if leads come through, will generally be better quality leads
What they could split test:
- Could emphasis the benefits in the ad design
- Might be good to dive deeper into USPs (other trading platforms/fund managers also have similar benefits – so going into more detail about why their benefits are better could be good)
What I like about the ad:
- Direct, benefit driven headline (get score in 60 seconds)
- Image shows the ad being used
What they could split test:
- Would be good to include the USP and/or other benefits if possible
- Competitive industry, with numerous other competitors offering the same thing (free credit score check)
What I like about the ad:
- Split test of another ad – which is good to see
- Interesting angle on the copy (kind of playing the FOMO/”they know something you don’t” angle)
What they could split test:
- Not sure if checking score as many times as you like is a strong benefit – especially as all their competitors have the same service, and scores typically only change once a month
- Would be good to include their USP in here to test
22. MoneyMe
What I like about the ad:
- Branding ad from MoneyMe
- Using a lot of social leverage (and tagging other people in post) to get awareness from other audiences
What they could split test:
- More of a branding and PR ad than anything else, so not really too much to split test
What I like about the ad:
- Again, big branding ad
- Buying SocietyOne is a pretty big deal in the Australian Fintech space
- Sending traffic to an AFR article is clever as well – it’s a trusted source
What they could split test:
- Branding/PR ad, so not too much to split test here
23. Zip Co
What I like about the ad:
- Good use of stats – 40% repeat customers is a strong benefit
- Copy implies that any new businesses that come on board will get 8m+ eyeballs on their site (which is great from an ad copy perspective… not sure if that’s how it works in reality however)
What they could split test:
- Could have another offer/benefit here – like “get started free AND pay $0 fees on your first $x transaction” (just as a split test though, direct offers like that would get more good leads, but lead cost could be too expensive)
- Generic stock photo – would be worth testing different images, and brighter ads if possible
What I like about the ad:
- Brighter ad, so more likely to stand out on the screen/platform
- Good, direct benefit being called out
What they could split test:
- A case study could be great here (showing how another business increased sales during holidays with Zip)
- Also, as it’s a competitive market – could potentially include a USP, or special offer to stand out etc.
What I like about the ad:
- Obvious who the ad is for
- Interesting headline, that will get retailers (and eComm businesses) curious
What they could split test:
- Quite a generic benefit statement though – businesses would want to know “what’s in it for me”, and I feel like the “sell more/get more customers looking at your site/get more repeat customers” angles would be better
What I like about the ad:
- This is the best ad from Zip so far, as far as copy + benefit statements
- Really good use of copy in the ad to call out why businesses should consider Zip (“zero risk” is a differentiator here)
What they could split test:
- Quite a good ad
- Do the businesses they are after call themselves “merchants”? Minor nitpick, but potentially could test other copy (like “retailers, or eComm businesses” etc.
What I like about the ad:
- Boost sales and conversions – good, direct benefit callout
- Approaching it from an “investment” angle is interesting
- Calling out retailers – so more direct language/language that their target audience would use to describe themselves
What they could split test:
- Not sure if dividends is how the market thinks though – sales, revenue, profits are more likely to be the language that retailers use (“dividends” is more for investors etc.)
- A case study ad would be great here to split test
What I like about the ad:
- Good branding ad – putting an award front and centre
- Bright ad, with the award being the main focus of design is great
What they could split test:
- Could split test putting an offer in the ad to “celebrate” their win (and get leads on board as well as making it a branding/PR ad)
What I like about the ad:
- Good copy on here, with strong benefit points
- Ad design lets the copy shine (especially the Zero risk part)
What they could split test:
- Again, could test some additional offers and USPs on here – but nitpicking as it’s quite a good ad already
What I like about the ad:
- Good to see Zip split testing their ads
- Seasonal ads, with a specific “trigger” reason for advertising tends to do quite well
What they could split test:
- Very text heavy on this ad – but as this is just a split test variation, I’m sure they are trying a lot of other designs as well
What I like about the ad:
- Good use of a client testimonial in there
- Talking about a specific benefit/angle
What they could split test:
- Not sure if a lot of retailers think/talk about omnichannel?
- Also – would be better to have Windsor’s logo in the design and have a design that focused on them (while also including Zip’s logo)
- Maybe some info about who Windsor is would be good. I.e. what they do, rather than just being a generic “merchant partner”
What I like about the ad:
- Insights and reports can make for great lead magnets if it’s the right angle
- How it translates into conversion benefits for retailers is a good angle
What they could split test:
- Could test a headline about how buy now pay later is helping retailers – the “what’s in it for me” angle
24. Tyro Payments
What I like about the ad:
- Geographically targeted ads are good (the more targeted, the better the leads can be – although it could be more expensive on the other side)
- Ad design makes the headlines stand out
What they could split test:
- Could put some more copy into the ad around HOW Tyro actually helps (what they actually do)
What I like about the ad:
- Again, ad design makes the headline more obvious
- Clear benefit about what they do (help to manage costs)
- Lots of features in the copy of the ad
What they could split test:
- They have features on here, but it would be good to talk about the benefits (more transparency, cost savings etc.)
- Also would be good to test offers/a direct CTA i.e. free trial etc.
What I like about the ad:
- The branding/ad design guide is very specific with Tyro – which can help to get ads designed and created more easily
What they could split test:
- Could test more obvious benefits i.e. what business owners would actually experience/get
- Again – direct offers and CTAs would be interesting
25. Commonwealth Bank
What I like about the ad:
- Good design on the ad, and even though it’s a stock photo it’s a fitting image for the ad
- I like the focus on business owners as well (less paperwork etc.)
- Copy on the ad design/headline is good
What they could split test:
- Great ad, and will be appealing to business owners
- Not really too much to split test. Could try different ad graphics but already a great ad
What I like about the ad:
- Good colour palette (yellow) will make the ad pop off the page
- Interesting offer as well – getting a discount on a service customers are already paying for just for being a commbank customer
- Ad design makes the offer pop off the page
What they could split test:
- Quite a good ad and straight forward offer. Nitpicking, but could segment this ad to target new vs existing customers (if new customer, use languaging like “sign up now to get 30% off your broadband, and other great offers”)
What I like about the ad:
What they could split test:
What I like about the ad:
- Good focus on business owners specifically in the healthcare industry
- Lots of benefits in the ad as well (extended hours etc.)
What they could split test:
- Would be interesting to test some imagery that’s more associated with the healthcare industry
What I like about the ad:
- Again, good focus on healthcare business owners
- Calling out good benefits as well directly in the ad copy (with lower payments for the first 2 years)
- Imagery directly calls out healthcare professionals
What they could split test:
- Good ad 🙂
- Really nitpicking (as I really like this ad), but if they really want to split test the ad, they could try one image focused on the lower interest rate for medical businesses – of course… not even that important as it is a good ad
What I like about the ad:
- Commbank does some B2B ads
- This is good for both branding and potentially lead gen
- Great benefit for business owners (as it gives them help during difficult times)
What they could split test:
- Could test some imagery, or could potentially test ads that lists out some of the help that’s available
What I like about the ad:
- Really well designed ad – stands out, and good colours
- Like the way they have done the carousel as well (with separate benefit based copy)
What they could split test:
- Could test a direct CTA (with an offer for business owners)
What I like about the ad:
- Good healthcare based ads, which calls out the target audience
- Listing benefits on the ads are good too (no LMI and high LVR loans)
- Maybe Commbank have a direct response marketer on their team (haha). Having the people in the photo/image pointing towards the headline draws their eyes to the headline… Something a direct response marketers do
What they could split test:
- Good ad 🙂 Minimal split testing
What I like about the ad:
- A good HR and recruiting ad
- I like that they call out some key benefits of working for Commbank – like flexible work options
- Good quote/testimonial – hopefully from an actual employee
What they could split test:
- None. Good HR ad.
26. Amazon
What I like about the ad:
- Good HR/recruitment ad
- I like how they call out the training/future learning and investment their team members get
- Good how they talk about helping employees move into higher paying jobs
What they could split test:
- Good recruitment ad 🙂
What I like about the ad:
- Good use of other brands and logos to create social proof (retail gazette)
- Very relevant/good topic as well – talking about delivery cost cutting while keeping up with customer service
- Really nice how they split the different areas of the business this report covers
What they could split test:
- Could test pulling out some interesting snippets or stats from the report and featuring that in the ad
What I like about the ad:
- Video ad, showcasing new technology will get a lot of engagement and awareness
- A PR/branding ad – which makes sense for Amazon (as they should be doing a split between awareness and lead gen/conversion ads)
What they could split test:
- Quite a good branding/PR ad
What I like about the ad:
- Very targeted recruitment/HR ad – going after graduates
- Interesting take – with the angle being focused on the office features
What they could split test:
- Not sure if office features are the top things students and graduates think about when making decisions on who to join
- Could test some of the other benefits they have (like how they invest in staff, and can help grow their careers beyond graduates)
What I like about the ad:
- Good copy on the ads, kind of intriguing – “delivering success”
- Also has numerous benefits on the ad itself (making delivery easier and less expensive for partners)
What they could split test:
- Quite a good ad – could potentially test having an offer on the ad itself, but actually a good ad already so not even necessary
What I like about the ad:
- Good video ad that will get good views
- Good brand and trust building as well – as it instils more trust in Amazon shipping (good for retailers who care about customer experience around shipping)
What they could split test:
- Like this ad. If anything, could test a more direct CTA and offer – but a good ad so not completely necessary
What I like about the ad:
- Branding and awareness ad (around their show etc.)
- Video ads are working well on LinkedIn at the moment
What they could split test:
- Branding ad – so not much for split testing
What I like about the ad:
- A split test of the report they had in another ad – good to see Amazon split testing
- Graphics shows up exactly what the ad is offering
- Could be a good lead magnet ad (especially if the right angles are used)
What they could split test:
- Looks like they are already split testing, which is good
What I like about the ad:
- Speaking of good split tests – great split test here where they use stats in the ad itself
What they could split test:
- Seems like they are already split testing a lot
What I like about the ad:
- A great ad split test where they use all the numbers now 🙂
- The specific numbers and stats are great to help the ad stand out
What they could split test:
- Did mention to use stats as a split test before. Looks like Amazon are well ahead of it
27. Meta
What I like about the ad:
- Good HR and brand building ad, focusing on Meta’s hiring philosophy
- Good social proof where current employees talk about their roles
What they could split test:
- Branding/HR ad so not too much to split test
What I like about the ad:
- HR and branding/social awareness ad
- An angle that’s relevant for the times
What they could split test:
- HR and branding ad, so not too much to split test
What I like about the ad:
- Interesting angle and target focus on this ad
- The metaverse is definitely a “trending topic” with a lot of buzz round it
- Good case study/example ad showing how the virtual can make an impact on the “real world”
What they could split test:
- Seem to be a branding ad, so not sure how much split testing is needed here
What I like about the ad:
- Another good branding ad that showcases the good that Meta is doing
- Testimonial of results makes for a strong case study
What they could split test:
- Not sure if they are trying to get lead generation on this ad as well, but if they are (or even as an interesting split test) – they could share ideas on how other not for profits could do the same and build a list of NFPs who could use Meta later on
What I like about the ad:
- Branding and awareness ad for the metaverse
- Good ad design catches the eye
What they could split test:
- Branding and awareness ad, so not much to split test
What I like about the ad:
- Really cool ad – great design that will definitely stand out
- Bug bounty program is a great brand builder and community/lead builder as well
What they could split test:
- Not so much an ad split test, but could try to split test offers for developers to join the bug bounty program (and potentially build up a good list of future dev employees too)
What I like about the ad:
- Branding and awareness for the metaverse
- Interesting showcase of how it’s being used in schools (for students)
What they could split test:
- More branding/awareness so not too much to split test
What I like about the ad:
- The design “boz to the future” – immediately gets a chuckle and my attention
- Branding and awareness ad, with audio (again, helping the ad to stand out)
What they could split test:
- Lots of awareness and brand building for Meta, across a variety of platforms
- As branding ad though, not much for split testing
What I like about the ad:
- Bit of a different topic that Meta is tackling – showing they are going broad (but in a specific way, industry by industry)
- Very different looking ad to what they ran before, but makes complete sense as it’s a much more creative industry they are targeting
What they could split test:
- Could try some music in the background of the ad
- Or make it about undiscovered talent
- Or even give emerging musicians some type of offer ($ to boost their music etc.)
What I like about the ad:
- Good recruitment/HR ad
- Do meaningful work, and talking about the impact their jobs make is a good way to get in front of the right people
What they could split test:
- Could potentially take people to an “open roles” page
- They could also split test having existing employee interviews etc. here to get attention
28. Cint
What I like about the ad:
- Video ad showing the platform – videos working quite well on LinkedIn at the moment
- Cross platform measurement is something that specific types of media buyers would be interested in
- Features in the ad copy itself
What they could split test:
- Would be interesting to do a more benefits driven ad (vs features) to see how the numbers stack up during split testing
What I like about the ad:
- Very technical ad, could appeal/bring in the right leads and filter out those who aren’t a great fit (As may be too technical for them)
- Ad design puts the emphasis on the headline copy
What they could split test:
- Use more benefits in the ad copy – what does it all means to/what do their ideal users get
- Could test a straight to demo ad or LinkedIn lead ad vs just a report/white paper download
What I like about the ad:
- A better lead gen/list building ad
- 12 best practices “defines” and reduces the time/effort needed to consume the lead magnet (good when they are marketing to a busy audience)
What they could split test:
- Stock photos are always a bit hit and miss (raises “ad defences)
- Could try even an image or a screen capture of a scroll of the report/guide itself
What I like about the ad:
- Targeting by country is good
- Headline is good – something that marketers and CMOs should be paying attention to
- Auckland skyline image
What they could split test:
- A more direct CTA – what do they get when they click “Learn More”?
- Case studies and clients talking about how much more ROI they are getting by using the platform would be great here
What I like about the ad:
- Good use of photos to build the social proof element
- Design draws eyes to headline benefits
What they could split test:
- Would have been interested to test a webinar here as well – since they have other expert weighing in already
What I like about the ad:
- Bit more colour in these ads are good
- Actually quite an interesting offer – access to more consumers for surveys
What they could split test:
- Make the fact that they have more consumers for surveys and insights front and centre
- How much more, or exact number of consumers (if they are allowed to say) would be an interesting test
- Also, a more direct CTA would be good i.e. talk to the sales team to find out more
What I like about the ad:
- The angle is interesting (and good analogy on baking/cooking)
- Colour on top half of the ad stands out
- Looks like this is an ad design split test – good to see they are split testing
What they could split test:
- Why is the baker unhappy? If the baker is unhappy with the recipe/results… does that negative implication carry across to their platform?
- Some stats and client testimonials on ad performance improvements would work well here
What I like about the ad:
- A split test for their survey platform/system
- “Deliver insights fast” is a good benefit statement
What they could split test:
- Stock image could be split tested
- Any direct offers would work here – get a sample survey report for example
- More USPs or benefits
What I like about the ad:
- This is probably the best ad from Cint
- Direct, curiosity driven copy
- Real time campaign tracking is also something that marketers want
- Good, simple, and direct copy
What they could split test:
- Again, could go into more details on what the offer or CTA actually is
- Testimonials with stats on improvments would be good
What I like about the ad:
- Started to bring in some social proof/case study elements
- Starting to bring in benefits (like saving researches time and money)
What they could split test:
- Need to be more specific – WHICH premier technology company said it was a game changer?
- How does it save researchers time and money?
- What’s the offer or CTA?
29. Thoughtworks
What I like about the ad:
- The stat is really interesting, and will get the market’s attention (and curiosity)
- Ad design draws attention to the curiosity statement
- Good way of speaking about the benefits of their product/service (getting more from existing engineering team)
What they could split test:
- Maybe some copy in the body text about how Thoughtworks helps?
- Be more specific about the “find out more” – does it lead to a demo? White paper? What happens after they click?
What I like about the ad:
- Ad design draws attention to the headline in the ad design
- Quite a timely and “hot” topic right now (AI and machine learning)
- “Discover how” is a good way of seeding curiosity as it implies that others are already doing this, so companies will want to see how this is being done
What they could split test:
- Maybe a video/screen capture showing some quick shots of the system in action would be good
What I like about the ad:
- Green in the ad pops off the page nicely
- I like using strategic questions in headlines – opens a “loop” and gets people to subconsciously answer, leading to them reading the rest of the ad… has to be used very strategically though
- Guide is a good way to build a list of leads – but only if people are curious about what’s in the guide/see that it’s relevant and interesting to them
What they could split test:
- Get more specific on what’s inside the guide, and why someone would want to download the guide
- Highlight any interesting stats or ideas from the guide itself in this ad
What I like about the ad:
- Good to see they are split testing
- Looks like it’s a split test on copy, and also on ad graphics
What they could split test:
- While it’s a split test, they are testing things that are very similar
- Usually, when we split test client ads, we like to split test things that are much more different, before really narrowing down. We call this “higher order testing”
- For example – they could test a video ad, rather than a similar graphic
What I like about the ad:
- Ad design shows people exactly what the offer is/what people will get by clicking on the ad
- If “platform thinking” is a buzzword, then this would be quite relevant to the right people
What they could split test:
- Is “platform thinking” something that people will immediately understand and be drawn to (by people, I mean their target audience/buyers)?
- If not – may need to explain it a bit more in the ads, and also highlight some benefits of platform thinking
What I like about the ad:
- Good copy, on both headline and ad body text
- Ad design draws the eyes to the headline
What they could split test:
- Ad headline in design is a little long
- Also – the benefit statement seems to be stronger in the body copy vs the headline (should be other way around)
- Would be a good split test to have a stronger/more direct benefit on the ad design headline
What I like about the ad:
- Good social proof/brand building ad here – with the use of Forrester
- Generally, these types of ads don’t get a lot of leads/people opting in. The ones that do though could be red hot buyers/bottom of the funnel buyers
What they could split test:
- More a branding ad, so not sure there is much to split test here
- Maybe go into what the report is actually about
What I like about the ad:
- More of an explainer ad – which is good. Implies expertise and authority
- Maybe this is a retargeting ad? Otherwise, it may miss the mark with the audience (who haven’t seen the headlines or know the success stories)
- Copy in this ad could help to build curiosity though – both with the question in the headline, and also the ad image headline
What they could split test:
- Hopefully a retargeting ad (would make much more sense if it is)
- Could test a webinar where they actually answer the most commonly asked questions
What I like about the ad:
- My favourite ad from Thoughtworks here by far
- Great social proof, using a brand that is very well known
- Direct client quote, again building social proof, and trust factor
- Image of their client, with the Arnott’s logo in the background is clever
What they could split test:
- Good ad – not much to split test at all
What I like about the ad:
- Very technical ad – which would make sense to the right people (and filter out those who aren’t the ideal audience)
- Good social proof/branding play – using the AWS logo alongside Thoughtworks logo
- Use of photos of experts (hopefully experts) draws the eye, and brings a human element to the ad
What they could split test:
- Explain who the people in the ad are
- Highlight key or interesting insights from the whitepaper
30. Zoho
What I like about the ad:
- AI is a big trend in BI (business intelligence) and analytics right now
- Use of robot graphics ties into the idea of AI
What they could split test:
- Maybe an offer, like a “Free Trial” would be something they could test
What I like about the ad:
- Good social proof here – with a client testimonial, including a photo of their client
- Could also potentially be a geographically targeted ad (hence the mention/inclusion of Oman and Dubai in the testimonial)
What they could split test:
- If possible – always good to include stats or more specificity around improvement (hours saved, revenue saved etc.)
- A video testimonial could be very interesting here
What I like about the ad:
- Looks like a “direct callout” ad – mentioning moving away from their competitor (Quickbooks)
- Migration and onboarding assistance are key when moving companies away from important software (like accounting/financial software)
What they could split test:
- USPs or why they are better than Quickbooks would be interesting to split test (to give people a reason to even think about moving)
- Testimonials or case studies from clients who have moved and liked the move?
What I like about the ad:
- Direct offer on the ad itself (including price) – leads that come through are likely to be qualified/high quality
- Good copy on the ad. Ad background colour also stands out
- Also, good use of offer/CTA – a free trial
What they could split test:
- Quite a good ad. Not too much to split test.
- One split could be not including price and just having “Try For Free” as the offer
What I like about the ad:
- Good callout of specific system benefits (list of benefits on the right)
- Being compliant (especially when it comes to financials) is important for businesses, so interest angle here
What they could split test:
- List of benefits on the right blends into the background a little though – could be worth testing different colour to make them pop
What I like about the ad:
- Colours in the ad pops off the page
- Good offer “try for free” directly in the ad itself
- Copy also implies ease of use, and integration across a lot of important business units
What they could split test:
- Quite a good ad. Not too much to split test.
- Nitpick split test – separate the functions (payroll, HR, accounting) out and run more targeted/separate ads to each of those areas
What I like about the ad:
- Good use of a “trigger” reason to run these ads
- Something that businesses HAVE to do – so gives them more reason to look into the platform
- Geographically targeted ad as well – more relevant to the audience
- Good offer on the ad (free trial)
What they could split test:
- Have a curiosity headline in the ad itself – “Is your business E-invoicing compliant” (as an example)
What I like about the ad:
- Good use of colour that pops off the page
- Good copy as well – especially if the organisation is keeping important payroll information on spreadsheets
What they could split test:
- If there’s a free trial – should probably call it out here
What I like about the ad:
- Ad copy calls out the target market (software vendors)
- Features included in the ad itself
What they could split test:
- Making the features more obvious in the ad
- Testing having benefits rather than having features
- Instead of “know more” in the button graphic, just use their offer “Free Trial”
What I like about the ad:
- Good ad design
- Great offer as well – 50% discount off apps they might already need/be using is a good offer
- Good use of the “point” to bring attention to the ad graphics headline
What they could split test:
- Good ad. Could test some exclusivity or urgency (only if genuine) i.e. only available for the first 100 businesses etc.
31. Chargebee
What I like about the ad:
- Super technical ad – will call out the right audience, and filter out non-ideal leads
- It looks like a bit of a social proof play as well (having image of an expert in the ad)
- Text pops off the background/black colour – although need to be careful that black doesn’t blend in with the background when audience are using dark mode
What they could split test:
- Have a more specific offer or CTA (unless this is a pure branding play)
What I like about the ad:
- Great angle – bottom line is something that almost all businesses care about
- Good use of carousel lads to include multiple benefits and “hooks”
What they could split test:
- Quite a good ad. Not too much to split test
- Potentially include an offer or CTA in here, but in general a good ad already
What I like about the ad:
- Good use of stats and numbers to draw attention
- Assuming that DSOs will mean something significant to the right audience/their target market
- Offering “8 ways” to achieve the result is a good way of building an email list/list of leads
What they could split test:
- Test the button copy. Not many people want to download another ebook (that they are not likely to ready). But people ARE looking for answers etc.
- Could test some curiosity in here, like “which of these 8 ways are you missing?”
What I like about the ad:
- Really good ad – very specific to the market
- Has a big value offer (become a certified expert)
- Loads of curiosity in the first line of ad copy
- Design makes the key headline pop
What they could split test:
- Quite a good ad, so not much to split test
- Is there an offer to get started though? Like a free module they can take to determine if they want to pay for certification etc.?
What I like about the ad:
- Direct CTA – consult with experts
- Will get a lot of attention and curiosity – with an angle around “killing growth”
What they could split test:
- Check “copy flow” and grammar on the ad copy. First sentence doesn’t really read well
- “Kill growth” and trying to tie back to using their product instead could be seen as a long bow to draw, and be quite aggressive in languaging
- “Figuring out ways to kill your growth” can be seen as confrontational. Also – are they implying that the founders who have gone down this path aren’t “smart”?
What I like about the ad:
- Awesome ad. Great use of stats and numbers
- Ad design makes this ad stand out
- Lots of curiosity generated from this ad
- Loads of social proof, with specific company names in here
- Good value lead magnet
What they could split test:
- Good ad. Not much to split test 🙂
What I like about the ad:
- Very specific targeting around businesses that charge via subscription
What they could split test:
- Not sure if they want to imply/state that their audience have problems
- A case study/testimonial ad here could achieve the same (and more) in a better way potentially
What I like about the ad:
- Good angle here – with a Churn masterclass
- Definitely a great topic, that’s top of mind for a lot of SaaS businesses
- Great use of stats in the copy and ad design itself
- And also good use of the presenter’s photo and title – builds great social proof, trust, and authority
What they could split test:
- Good ad. Not much to split test here 🙂
What I like about the ad:
- Ad copy identifies who the ad is for (early stage SaaS companies)
- Use of question in the ad headline/design
What they could split test:
- Copy flow could be a bit better (too many ideas introduced in the first sentence of the ad)
- Ad graphics are also a bit “generic”
- Use the headline in the ad copy (5 reasons…) in the main design potentially
What I like about the ad:
- Great topic, and again – very relevant for SaaS companies
- Strong hook and offer, and 20 mins for a masterclass is good – implies they can get in, get the info they need, get value and get out
- Good use of speaker photo in this ad
What they could split test:
- Quite a good ad. Not much to split test
32. ANZ Bank
What I like about the ad:
- Good callout of investors/commercial property buyers
- Main benefit is the design/text of the ad – these types of ads are actually working quite well right now on LinkedIn
What they could split test:
- Quite a good ad. Not much to split test
- If they have it though – a video testimonial would be cool to have here
What I like about the ad:
- Good use of an offer directly in the ad itself
- Very clear on targeting (getting in front of brokers)
What they could split test:
- Quite a good ad, so not too much to split test.
- Although… could include what’s in it for brokers though. Their clients can get 300k frequent flyer points – but what about the brokers themselves?
What I like about the ad:
- Good callout of targeting audience (business loans)
- Benefit/offer directly in the ad itself (their interest rate)
- Also includes other benefits (like rapid refinancing etc.)
What they could split test:
- Good ad. Not much to split test.
- Could include client video testimonial, but just nitpicking here
William Wang
Founder of Growth Labz
My name is Will, and I’ve been doing B2B and SaaS for over 10+ years. I hope you enjoyed this resources (which I believe is also worth bookmarking). Make sure to subscribe to stay up to date with more guides like this that we will publish.