$236,000 MRR from 1 LinkedIn Thought Leader Ad

Most B2B SaaS companies rely on company page ads when running LinkedIn campaigns. However, there’s a quieter, often overlooked ad format that consistently delivers better results, especially for small SaaS businesses with limited budgets and brand awareness.

LinkedIn Thought Leader Ads allow you to promote posts from individual people, rather than from your company profile. It’s a subtle difference, but it can completely change how your ads perform.

Here’s why this ad format is getting so much attention, how it works, and how to make it work for your business.

I’ll also show you an ad that has driven $236,000 ARR for Rocket SaaS.

What are LinkedIn thought leader ads?

LinkedIn Thought Leader Ads are paid promotions of posts created by individuals on the platform. These are often written by founders, CEOs, or other leaders within a company.

Unlike standard company page ads, these ads originate from a personal LinkedIn profile. However, they are still managed through LinkedIn Campaign Manager, so you retain full control over targeting, budget, and performance tracking.

They appear just like regular posts from individuals, but they are shown to a much wider audience thanks to paid promotion. This gives you the personal, human appeal of organic content, combined with the reach of a targeted ad campaign.

Why they often outperform company page ads

Many small SaaS businesses find it difficult to gain traction with company ads. Thought Leader Ads solve several of the most common problems associated with brand-led advertising on LinkedIn.

1. People trust people more than logos

Buyers are more likely to stop scrolling and engage with a post written by a real person than one published by a company page. It feels more genuine and often provides real insight or value, not just a sales pitch.

2. Better engagement leads to lower costs

Posts from individuals tend to attract more reactions and comments. This strong engagement typically leads to lower cost-per-click and better return on ad spend. In many cases, Thought Leader Ads have been shown to cost significantly less than traditional company ads.

3. More suitable for early-stage companies

New SaaS brands often have very little brand recognition or social proof. That makes it harder for a company ad to cut through. Personal posts can build trust far more quickly, especially when the individual is relatable and the content is relevant.

The best types of thought leader content to promote

Not every post is worth promoting. To get the best results, focus on content that is informative, relatable, or softly commercial. Three types of posts consistently perform well:

Educational and insightful

These posts share practical advice, frameworks, or lessons learned. They position the individual (and the company) as an expert in the field.

Example: Three onboarding mistakes SaaS companies keep making (and how to fix them)

Problem-led and empathetic

This type of content speaks directly to a pain point that the audience is likely to recognise. It builds rapport and makes the reader feel understood.

Example: Still managing leads in spreadsheets? You’re not the only one, but it’s costing you.

Lightly promotional with results

These posts showcase positive outcomes without feeling overly sales-driven. They hint at what the product or service can do, often using a customer example.

Example: We reduced churn by 42% with one simple dashboard change. Here’s what we did.

A good strategy is to promote a mixture of these post types to maintain balance between value and visibility.

How to set up a thought leader ad campaign

Launching your first campaign is straightforward. Here’s a simple step-by-step approach to get started:

1. Choose the right profile.
Typically, this will be the founder, CEO, or a subject matter expert. Choose someone who is already active on LinkedIn or comfortable appearing in front of your audience.

2. Create high-quality organic posts.
Before you invest any budget, post organically first. Look for content that already gains traction. Strong engagement is a good sign that it will perform well as an ad.

3. Boost the best-performing posts.
Head into LinkedIn Campaign Manager and select the post you want to promote. Set your audience, budget and timeline just like you would for any other ad.

4. Target your ideal buyers.
Define your audience carefully. Use filters like job title, company size, location, industry, and seniority to make sure your message lands with the right people.

5. Monitor results and optimise.
Keep an eye on metrics like click-through rate, cost-per-click, and conversions. Test new content types and messaging to see what resonates most with your audience.

Who should use thought leader ads?

This format is particularly effective for:

• Founders building their personal brand
• Marketing teams with limited resources
• Companies entering new markets
• Startups with low brand awareness
• Businesses trying to warm up cold audiences before sales outreach

It is especially useful in sectors where trust and education are important. If you sell a complex product or operate in a crowded space, personal content can help you stand out.

Why this format is so effective

The Thought Leader Ad driving consistent inbound leads for Rocket SaaS.

I posted this image organically, then boosted it with Thought Leader Ads. It’s our highest performing ad and has resulted in $236,000 ARR for the business.

Final thoughts

LinkedIn Thought Leader Ads combine the best of organic content and paid advertising. For small B2B SaaS companies, they are a powerful way to build credibility, reach ideal buyers, and generate qualified leads without overspending.

They are not just a brand awareness tool. When done well, they drive real pipeline and can often be the difference between a slow quarter and a steady stream of inbound conversations.

If your marketing strategy relies solely on company page content or sales outreach, now is the time to test this format. A single well-written post, promoted to the right audience, could deliver far more impact than weeks of cold emails.

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By Ryan James

Founder of Rocket SaaS