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How to Write LinkedIn Ad Copy That Gets Clicks: The Elite B2B Copywriting Playbook (2025)
The most advanced, field-tested guide to writing LinkedIn Ad copy for B2B. Copywriting frameworks, teardown examples, creative testing, and actionable templates.
By James Green10 Jun 2025

How to Write LinkedIn Ad Copy That Gets Clicks: The Elite B2B Copywriting Playbook (2025)

Most LinkedIn Ads are invisible. This is your strategist-grade, field-tested playbook for writing copy that gets clicks, leads, and pipeline—plus teardown examples, creative testing, and copy-paste templates for B2B.


Creative Testing Matrix (Example)

// TODO: Insert a table: Hook x CTA x Proof, with results (CTR, CPL, conversion rate)

  • Hooks: Pain-first, outcome-first, proof/testimonial
  • CTAs: Book demo, download, get audit
  • Proof: Stat, testimonial, urgency

Teardown: Real B2B Ad Copy (Before/After)

// TODO: Insert a before/after table: Generic copy vs. field-tested copy, with results (CTR, CPL, pipeline)

  • Before:
    • Headline: "See our platform in action"
    • Body: "Learn more about our features."
    • CTA: "Learn More"
    • Result: 0.2% CTR, £350 CPL, no pipeline
  • After:
    • Headline: "Still tracking downtime on spreadsheets?"
    • Body: "Cut admin time 40%. Trusted by 60+ UK fleets. Book a free demo."
    • CTA: "Book Demo"
    • Result: 0.9% CTR, £110 CPL, 2 pipeline deals in 30 days

Troubleshooting: If Your Copy Isn't Converting

  • Low CTR: Test new hooks, add numbers, and tighten CTA.
  • High CPL: Add proof, urgency, and social validation.
  • Boss wants "safe" copy: Show the data—safe copy gets ignored. Run an A/B test and let results speak.
  • Still stuck? See Troubleshooting Playbook.

Copy-Paste Templates (Elite)

  • "Still [pain]? See how [ICP] cut [problem] by [X]%.
  • "Cut [problem] by [X]%—see how."
  • "For [role]: [pain]."
  • "Get the [year] [vertical] ROI Calculator (Free Excel)."
  • "Book a free [audit/demo]—see how much you could save."

📈 FAQ

Q: What's the best way to write LinkedIn Ad copy?
A: Lead with pain or outcome, be specific, use numbers, and offer a clear next step. Test 3+ variants per campaign.

Q: Can I use these templates for landing pages or emails?
A: Yes, adapt the copy for any channel—ads, landing pages, emails, or sales decks.

Q: How do I make my copy stand out?
A: Be specific, use real numbers, and call out the pain your ICP actually feels. Humor and boldness win attention.

Q: What if my boss wants "safe" copy?
A: Show them the data: safe copy gets ignored. Run an A/B test and let results speak for themselves.


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