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Posted by
Tufan Gok
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March 24, 2023
Growth Hack

We analyzed 20 million ad creatives for Linkedin ads, and this is what we learned


This article will dive into five proven LinkedIn ad learnings backed by's analysis of 20 million creatives. By the end of this article, you will better understand what works and what doesn't when creating LinkedIn ads that stand out from the crowd and drive engagement.

Square Images Outperform Other Ratios

Square images take up more space on the screen, making them more eye-catching and likely to grab the attention of your target audience. Contrary to LinkedIn's recommendations, square images with a 1:1 ratio perform at least 15% better than images in a 4:5 ratio. This means that if you're looking to create an image-based ad for LinkedIn, opting for a square image rather than a rectangular one is better.

Square Videos Perform Best

If you plan to create a video ad for LinkedIn, ensure it's square with a 1:1 ratio.'s analysis shows that square videos outperformed any other video ratio by at least 50%. This is likely because square videos take up more screen space and are more likely to catch the viewer's eye than other video formats.

Use a Call-to-Action Within the Visual

If you want your LinkedIn ad to be effective, you need to clarify what you want your audience to do. Creatives that include a call-to-action (CTA) within the visual have a 37% higher click-through rate (CTR) than those that don't. Including a CTA within the visual, such as "Learn More" or "Sign Up Today," can help to drive engagement and increase conversions.

Image-to-Text Ratio Doesn't Affect CTR

Unlike on other platforms, the image-to-text ratio on LinkedIn does not significantly change the CTR. This means that you don't have to worry too much about the amount of text you include in your ad. However, ensuring that your ad is visually appealing and the text is easy to read and understand is still essential.

Use a Professional Tone

Finally,'s analysis shows that creatives with a professional tone have a 22% higher CTR than other types. If you want your LinkedIn ad to be effective, you must ensure that it's professional and speaks to your target audience in a way they can relate to. Using industry-specific language and showcasing your expertise can help to build trust with your audience and increase engagement.


In conclusion, if you want to create effective LinkedIn ads, use square images and videos, include a CTA within the visual, focus on creating visually appealing ads, and use a professional tone. By following these best practices, you can outsmart your competition and drive engagement on the world's largest professional networking platform.

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