Copywriting for LinkedIn Ads

Are you considering advertising through the LinkedIn Ads platform?

That’s probably not a bad idea if you’re a B2B company or if you’re specifically targeting professionals with your product or service. So, how do you write adverts for LinkedIn?

The good news is that it’s really no different than writing PPC adverts in general – only the platform changes.

Here’s how to do it…

Write for one person

Yes, your advert will be seen by hundreds or thousands of people but remember that you’re addressing an individual, not a crowd.

Think about who you want the advert to reach. The targeting system within LinkedIn Ads will force you to consider who the advert is aimed at, but it’s best to take this to the next level.

Who is the precise person that you want to reach? Give them a name and a job title, then write to them.

Work out what benefit you’re selling

What’s the benefit of the product or service that you’re offering? Once you’ve decided, write a headline that focuses on that benefit.

This is a solid rule to follow in any form of advertising. Unfortunately, with LinkedIn Ads you have only 25 characters to tell your reader how clicking on your advert will improve their life.

Choose hard-hitting words

The body copy of a LinkedIn advert allows you just 75 characters split over two lines, so it’s vital that every word you choose makes an impression on the reader.

One way of achieving this is to opt for so-called ‘power words’. These are words like guarantee, quick, now, money, free, learn and easy – things that automatically pique our interest.

Write, edit, edit, edit, edit

Get down exactly what you want to say without worrying too much about the character limits imposed by LinkedIn.

The advert will really start to come to life when you begin the editing process. You’ll start to spot words that don’t really need to be in the advert and think of more concise ways to get the message across more effectively.

Add a call-to-action – just the one

What should your reader do once they’ve clicked? Why would they bother clicking on your advert?

Let them know whether they are clicking to sign-up for something, buy your product, receive a discount code or just contact you.

Of course, the call-to-action will be tied to the benefit that you’ve previously identified. You need to tell them the next step they must take in order for them to attain that benefit.

LinkedIn Ads barely have room for one call-to-action but if you were thinking of squeezing in two, don’t. It is best to give people a single, clear course of action.


Just because you’ve written your advert doesn’t mean you now have to throw all your budget at it.

Write different versions – perhaps focusing on a different benefit or maybe just using different words – and test which version attracts more clicks and, subsequently, generates more business.

You can continue to refine your advert to make it work as hard as possible for your business.

Need a professional copywriter for your LinkedIn Ads? Get in touch.

What to write on your business website

When you’re planning a new website, the most difficult aspect for everyone involved is usually the copy: the words that go on the website.

Having handed responsibility for the design and look of your website to a web designer, the ball will suddenly be back in your court when the designer wants to find out what you’re planning to do about the content.

Ideally, you’ll have the text for your website ready to go before any design work starts. It’s far better to have the designer creating the site using your content rather than you or a copywriter later writing content to fit the dummy text on a mocked-up version of the site.

So, what should I write?


Your website copy should begin and end with the benefits of working with your business.

This is the stuff that matters to your readers, so make sure it is your priority when planning the messages you want to reach potential customers.

Your USP

Why would someone reading your website choose to work with you rather than a competitor?

Your website content is a great opportunity to make this crystal clear.

What you do

Your website should explain what it is you do, but always through the benefits-focused lens we’ve already mentioned.

The copy should be in plain language and avoid confusing people with unnecessary jargon.

The things that matter

In explaining what it is you do, try to distil the information down to the aspects that matter to your customers.

It’s important to have the detachment to recognise what’s exciting to you about your business and what will excite people outside the business. Often they’re not the same things.

The ‘Ronseal’ stuff

Don’t get too caught up in some of the myths surrounding search engine optimisation. What is worth doing is ensuring you use your main keywords naturally within the copy.

So, if you’re a painter and decorator in Dudley, it’s probably a good idea to mention that at some point.

Calls to action

What should somebody do after they’ve read your website content? Use your copy to encourage them to do just that.

Want help to write your website copy? Get in touch.

How to write PPC ads

The increasing importance of Google AdWords and other forms of pay-per-click advertising has turned many businesses into small advertising agencies.

Maybe even your own business has had to adapt to this, learning the technology and systems used to set-up and manage campaigns. And learning how to budget a campaign to secure the placement you want. Continue reading

How to make your business blog a success

Your corporate blog can be a valuable tool in bringing in more sales for your business, as long as you’re committed to working on it over a sustained period and you know what you want it to achieve.

Success might mean bringing in lots of traffic, bringing in very targeted traffic that generates leads, improving your search engine ranking or establishing yourself as a thought leader in your industry.

I do my best to keep this blog updated regularly, although it often takes a backseat to working on client blogs and Voz Media’s football blog Off The Post.

Based on my experience of working on this and other business blogs, here are some pointers I’ve found help a blog to meet its aims and become successful. Continue reading