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Are me and my manager doing LinkedIn ads wrong?
Posted by on October 29, 2025 at 3:34 amSo I’ve been using the LinkedIn’s ad library to find ad copy that I really like since our ads always perform pretty poorly— and I worry that it’s my fault since I handle the ad copy for the ads.
For example: our LinkedIn display ads are currently averaging a .10% CTR, and our video ads averaged ~.15%-.25% (can’t exactly remember off the top of my head).
One thing I’ve noticed is that when other companies run LinkedIn ads, they’re only targeting 2,000-5,000 people and their ads last for 2 days at most.
Should our ads be targeting even less people? We’re usually happy targeting 50,000 people for an ad in the SaaS industry, but if we’re over-targeting then I’ll bring it up to my manager.
Another thing is that our LinkedIn spend is somewhere between $100-$200 a day. I know spend only affects how quickly our audience penetration increases, but if that’s another point where we’re missing then that might be important. Maybe it’s more important to just shotgun out content in one fell swoop instead of running a display/video ad for several months.
I think our video ads have been running since May and the audience penetration is maybe around 20%.
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1 Reply
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Ad copy is important, but it sounds like you’re doing enough research to be doing your part of the job. CTR is an ad metric, so it makes sense that the focus is on the ad copy — but are you testing multiple variations and CTAs? If so, that should help.
This reads to me like a targeting issue, maybe you’re right that targeting is too broad, or it could be an issue with demos and audiences you’re targeting.
I would look at what users are clicking, beyond that converting, and see if you can identify certain demos or audiences that are clicking + converting at the highest rate and focus ad copy around them. See if that influences results with narrower targeting, then scale out from there.
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