Why your LinkedIn ads aren’t working (and how to fix them)

If you’ve tried running LinkedIn ads for your B2B SaaS and ended up disappointed, you’re not alone. Most SaaS brands either struggle to get results or conclude the platform is too expensive to be worth it.

But the issue is rarely the platform. It’s the strategy.

This post breaks down why most LinkedIn ads fail and how you can turn things around with the right approach. We’re focusing on the top of funnel (ToF), where most SaaS brands go wrong by trying to sell before they’ve even built trust.

The most common mistake B2B SaaS brands make on LinkedIn

Let’s start with the obvious one. You launch an ad that says something like:

“Here’s our platform. Book a demo.”

Your audience sees it. They’ve never heard of you. They don’t know what problem you solve. They keep scrolling.

Why?

Because you’re showing them the solution before they even realise they have a problem.

No trust. No context. No click.

Why top of funnel ads need a different approach

Your ToF ads should never be about getting someone to buy. Instead, they should start a relationship by helping your ideal customer solve a problem they already have.

Here’s what that looks like in practice.

Imagine you’re marketing a HR platform aimed at large companies struggling with staff turnover. Instead of an ad that says:

“Modern HR software for enterprise teams.”

Try:

“Struggling with employee churn? Here are 10 ways to reduce it before it impacts your bottom line.”

Now you’re helping them solve a problem. That’s how you earn attention.

The real goal of ToF ads

ToF ads aren’t about conversions. They’re about creating awareness, building trust and positioning your brand as a helpful expert in your niche.

The goal is to:

• Educate your audience
• Get them to engage with your content
• Build up a retargeting audience
• Keep your brand front of mind

If someone books a demo off the back of a ToF ad, great. But that’s a bonus, not the goal.

What type of content works best?

LinkedIn works best when it’s used as a content distribution engine. But that only works if you’ve actually got something worth distributing.

For 90% of B2B SaaS companies, this means focusing on educational content. Things like:

• Blog posts
• Swipe files
• Videos
• Guides
• Quizzes
• Frameworks
• Templates

Whatever the format, the content should focus on solving a specific problem that your audience already understands.

Not your product. Not your features. Their problem.

The ad format that outperforms everything else

We’ve tested every ad type LinkedIn has to offer. Without doubt, the one that works best for top of funnel is:

Single image ads.

They’re quick to create, easy to consume and they get the best click-through rates.

People scroll through LinkedIn fast. They don’t want to watch a one-minute video or swipe through eight slides unless they already know you. A static image ad gets your message across in a single glance.

Yes, videos, carousels and document ads can still have a place. But if you’re trying to get someone to click through to your site and consume content, stick to static.

Where should your ads point to?

Please don’t send people to your homepage.

If someone clicks on your ad, they should land on a specific page that delivers on the ad’s promise.

So if you’re running an ad titled “10 ways to reduce employee churn”, the landing page should deliver exactly that. Ideally with a clean layout, clear headers, no distractions and a strong call to action at the end (usually to another middle-of-funnel asset).

No form required. Just value.

Ungated vs gated content: what’s better?

This one’s up for debate, but most modern SaaS marketers are moving towards ungated content at the top of the funnel.

Why? Because ungated content gets consumed more widely. It builds more trust. And it grows your retargeting audience much faster.

If you absolutely have to gate your content (because your KPIs demand MQLs), that’s fine. Just make sure your form isn’t too invasive and that what’s behind the gate is worth it.

But if you can afford to, go ungated. Your engagement numbers will thank you.

What metrics actually matter at the top of funnel?

You’re not measuring leads here. You’re measuring reach and engagement. That means your KPIs should include:

• Click-through rate
• Cost per click
• Time on page
• Bounce rate
• Video completion (if you’re running video)
• Size and quality of your retargeting audience

These metrics tell you whether your content is landing with the right people.

The real power of a ToF strategy

When you do this well, you’ll start to see signs like:

• Higher quality traffic to your site
• Better engagement on LinkedIn posts
• Larger retargeting pools
• Stronger demo requests from warmed-up leads
• More recognition on sales calls (“Yeah, I’ve seen your ads”)

But none of that happens if you skip this stage and go straight to the demo pitch.

You need to earn trust first. That starts with helping, not selling.

The checklist

If you’re launching a new ToF LinkedIn campaign, make sure you can tick these off:

• Do you have a piece of content that solves a real problem?
• Is the landing page dedicated to that one topic?
• Is your creative clear and easy to consume at a glance?
• Is your headline focused on the problem (not your product)?
• Is the goal content consumption, not conversions?

If the answer is yes to all five, you’re in a good place.

Final thought

LinkedIn isn’t broken. Your strategy might be.

Treat your top of funnel ads as the first step in a longer journey. Focus on problems your audience already cares about. Offer real value. Keep the creative simple.

And don’t try to convert too soon.

Your job at the top of the funnel is to start the conversation. The middle and bottom of the funnel will do the rest. We’ll cover these in the next 2 blogs.