Always include an image
We’ve seen a 20% lift in CTR when ads include an image — especially clear, bright images of business professionals.

Address your audience directly
Grab attention with a headline such as “Attn: High-Tech Managers” or “Are you an IT Director?” Use industry-specific language.

Have a strong value proposition
Ensure that your offer is relevant and will resonate with the audience you’re targeting by having a strong value prop in your ad copy. Make sure it’s immediately clear and compelling. Be concise.

Use a strong call-to-action
Ads with a strong call-to-action that encourage action and urgency perform well, such as “Register Now” or “Download”. 

Test 3-4 versions of your ad per campaign
Test different images, copy, and call-to-action phrases to learn what resonates most, then optimize from there.

Run multiple LinkedIn ad formats
Customers have seen significant campaign improvement when using multiple LinkedIn ad formats at once.  When using Sponsored Content and Text Ads simultaneously, customer results have shown a 78% improvement in CPM and 11% more efficient CPC on the days when both ad types were running versus a single ad type. Sponsored Updates CTR improved 50% when accompanied by Text Ads.