Insights, Marketing
founder of Rocket SaaS
LinkedIn Ads have the potential to be a game-changer for B2B SaaS businesses, but many companies struggle to see results. In this post, we’ll explore a new approach to LinkedIn ads that has significantly improved click-through rates (CTR) and conversions at Rocket SaaS.
We’ll also cover some fundamental principles to ensure your LinkedIn ad campaigns are set up for success. If done right, LinkedIn can unlock massive growth for your business by helping you reach your ideal customer profile (ICP) and scale efficiently.
For SaaS companies targeting businesses, LinkedIn remains the number one platform to reach decision-makers, particularly those who are not actively searching for your solution. Unlike Google Ads, which is great for capturing demand, LinkedIn allows you to generate demand by putting your product in front of the right audience.
The most common mistake we see with LinkedIn Ads is treating them as sales pitches. Here are examples of ad types that typically don’t perform well:
These types of ads fail because they blend in with every other ad on LinkedIn. People scroll past them because they offer no immediate value. The key to success is creating ads that don’t look like ads.
At Rocket SaaS, we’ve been experimenting with ad creatives that mimic organic content, and the results have been game-changing. Here are three ad formats that have significantly improved engagement:
Imagine writing a to-do list in your iPhone Notes app, taking a screenshot, and using that as your ad creative.
For example, if you’re targeting HR managers, your ad could feature a note titled “HR Manager’s To-Do List”, with the following bullet points:
✅ Give Sarah a promotion
✅ Disciplinary meeting with Keith
✅ Book a demo of employee onboarding software (highlighted or bolded)
This format is visually engaging, doesn’t look like a typical ad, and subtly integrates your software as part of the solution.
A simple screenshot of a scripted WhatsApp conversation can also be an effective ad format. For example:
Person 1: “Hey Chris, what was that software you used to reduce employee churn?”
Person 2: “It was XYZ Software. It saved us a ton of time.”
Person 1: “Brilliant. Checking them out now.”
People are naturally curious about conversations, making them more likely to stop and read your ad. Plus, this approach requires no designer—just a quick screenshot from your phone.
Memes aren’t just for entertainment—they’re a powerful marketing tool. People love humour, and memes naturally stand out in the LinkedIn feed.
At Rocket SaaS, we recently held a contest where every team member created a meme, and the best one won a prize. We ended up with a collection of engaging, funny ads that we now use in our campaigns.
If you can create memes that resonate with your audience’s pain points, they will stop, engage, and share—giving you free exposure and higher CTRs.
If you’re struggling to get results from LinkedIn Ads, consider rethinking your approach. The goal is to create ads that feel natural in the LinkedIn feed, capture attention, and offer immediate value.
By using unconventional ad formats like iPhone notes, WhatsApp messages, and memes, you can break through the noise and drive more conversions for your SaaS business.
Want expert help with your SaaS marketing? Book a free strategy call with Rocket SaaS today.
By Ryan James
Founder @ Rocket SaaS
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Insights, Marketing
Insights, Marketing
By Ryan James
