If you’re treating LinkedIn Ads like Google Ads, it’s not going to work. This formula will.
When it comes to LinkedIn Ads, I often hear: “We tried it. There was no performance. It’s confusing and overwhelming. Why are we bothering?”
Here’s the thing: LinkedIn Ads aren’t Google Ads. If you’re running LinkedIn Ads the same way you run Google Ads (sell, sell, sell), you’re going to be disappointed. People are on LinkedIn to learn and connect. If every ad screams “Buy our product!” you get tuned out.
So what does work? A framework I call the 3Es plus S.
If this sounds familiar, it is. This framework is often used in social media strategy. I dropped the traditional fourth E (empower) in favor of “Sell” because I’m a big proponent of actually selling your products. Let’s call it what it is. When you cover the three Es, you can sprinkle in a salesy ad.
Pro Tip: Learn from Your Competitors
Before we dive in, did you know that you can use the LinkedIn Ad Library to view your competitors’ ads all in one place? Search by keyword, company, or industry. You’ll start to see patterns. The advertisers having the most success? They’re using this framework.
Find inspiration at the LinkedIn Ad Library
Educate. Engage. Entertain. (Then you can Sell.)
This is how the 3Es work, and here are some examples of each from our clients.
Educate
Connect with your audience by demonstrating how your product or service solves their problems or makes their day easier.
How: Amplify the content your team has already created. Data-led stories and research. Case studies. Guides. Short videos with your product in action. Use Single Image Ads, Document Ads, Video Ads, and Thought Leadership Ads.
One of our clients runs ads promoting research guides and case studies. These aren’t sales pitches. They’re genuinely helpful resources that position the company as an expert. People engage, download, and remember the brand when they’re ready to partner with them.
Engage
Engagement builds trust and keeps you connected with your audience. It also gets people into your CRM.
How: Short, helpful industry tips. Answers to common questions. Offer something valuable: a free sample, a downloadable tool, an invitation to a webinar or your booth at an event. One of our favorite examples: An ad offering to send a free product sample. People are literally raising their hand and saying, “Yes, I’m interested.”
LinkedIn’s targeting is incredible for this. You can target the exact companies and decision-makers you want to reach in ways Google Ads can’t match.
Create an opportunity to connect with your audience in person or online via webinars.
Entertain
Stay connected with your audience and bring personality to your brand.
How: This doesn’t mean you need to be a comedian. Show the human side of your brand. Use bright visuals. Tell stories. Show your products in interesting ways.
See how the ad on the right is a departure from their typical ads? It’s entertaining. This client runs ads that are fun, colorful, and creative while still showcasing their products. They’re not boring scientific ads. They have personality. And people remember them.
Sell
All that came before was the heavy lift.
Once you’ve educated, engaged, and entertained, you’ve built trust. People already know who you are, what you do, and why they should care. Now you can ask for the sale. Promote your product or service. Drive people to purchase, request a proposal or even set up a meeting to talk with a sales person.
Because you’ve done the work with the 3Es, your sell ads perform better. Yes, these are leading to a lead gen form.
The 3Es work together, so you can sell!
LinkedIn is a social media platform. People are scrolling. They’re not in “I need to buy something right now” mode like they might be on Google. But when you mix and match (educate here, engage there, entertain over here, sell when it makes sense), you’re building a presence. You’re gaining followers, trust, and ultimately, conversions.
LinkedIn advertising isn’t Google Ads. And that’s good news!
LinkedIn is perfect for top-of-funnel promotion. Getting people to attend a webinar. Visit your booth. Download a resource. And yes, we still see sales. But you have to build the foundation first.
This framework lets you meet the audience where they are. And when you do that? LinkedIn becomes one of the most powerful platforms in your advertising mix.