How to Design LinkedIn Ads That Win Business in Australia: The Complete Guide for Founders
- Christopher. H
- Oct 6
- 5 min read
I’ve worked with founders who thought LinkedIn was only for job hunters. When you learn how to design LinkedIn ads properly, it becomes one of the most powerful tools for reaching decision-makers and building B2B sales pipelines.
On LinkedIn, your creative isn’t just competing for attention—it’s competing for credibility. Your ad must look professional, speak to problems your audience actually cares about, and give them a reason to trust you.
Two years ago, Emma, a Sydney-based HR tech founder, poured $12,000 into LinkedIn ads. Her targeting was sharp—HR directors across Australia—but her creatives were stock photos with jargon-heavy text. Engagement was almost zero.
She came to us and took her back to basics: real founder photo, a headline about “Cutting employee turnover costs by 30%,” and a simple 30-second explainer video. Within weeks, she was booking calls at $85 per lead—expensive, but her average client deal size was $20k+. Suddenly, the math worked.
Her success didn’t come from fancy targeting tricks. It came from redesigning her LinkedIn ads for clarity, trust, and authority.
What Exactly Is Designing LinkedIn Ads?
Designing LinkedIn ads means creating the visual and text components that make your campaigns stand out in a feed full of professional content. Unlike Facebook or Instagram, LinkedIn is a professional intent platform—people are there to learn, network, and solve business problems.
Ad formats include:
Single Image Ads – the classic sponsored post with one image.
Carousel Ads – multiple cards to tell a story or show features.
Video Ads – explainer, testimonial, or brand story.
Message Ads – direct to inbox, works best when personalised.
Document Ads – allow downloads like guides or reports.
Examples:
Salesforce use bold, simple graphics with clear stats (“Boost sales by 20% with AI”).
Canva target B2B designers with carousel ads showing multiple use cases.
Xero (AU-based) run explainer videos that focus on simplicity and trust.
On LinkedIn, ad design is less about flash and more about professional clarity.
Why This Could Make or Break Your Business
Financial Impact: LinkedIn CPMs in Australia are high ($15–30 per 1,000 impressions). Weak creative burns cash faster than on any other platform.
Credibility: Poor design signals amateurism. On LinkedIn, where your audience includes CEOs and decision-makers, that’s deadly.
Growth Potential: Strong creative means higher CTR, lower CPC, and more qualified leads. For B2B, this compounds into 6–7 figure deals.
Brand Authority: Every ad you run shapes perception. Well-designed ads build authority even before a prospect clicks.
On LinkedIn, your ad is often the first impression of your brand. You can’t afford to get it wrong.
Before You Start
Prep before diving into design:
Clear goal: lead gen, brand awareness, webinar sign-ups?
Target audience profile (job titles, industries, company size).
Value proposition: 1–2 sentences, plain English.
Brand assets: logo, fonts, corporate colours.
Case studies or proof points (stats, testimonials).
Video clips or graphics ready.
Tools: Canva, Adobe Creative Suite, or LinkedIn’s Creative Hub.
Strong prep stops you from guessing and wasting money.
How to Design LinkedIn Ads: Step by Step
Step 1: Define Your Offer Clearly
Write the one thing you want people to take away.
Frame it as a benefit (“Cut reporting time by 50%”), not a feature.
Align offer with funnel stage (free guide vs. demo call).
Result: Your ad promises value your audience cares about.
Step 2: Pick the Right Ad Format
Use image ads for simple awareness.
Video ads for storytelling and demos.
Carousels for multiple features or steps.
Document ads for thought-leadership (guides, whitepapers).
Result: Format matches both your message and your audience’s attention span.
Step 3: Hook Attention With Professional Visuals
Use high-quality, brand-aligned images (not generic stock).
Feature real people—founders, clients, staff.
Add bold overlays with short headlines (max 5–7 words).
Stick to 1–2 brand colours for authority.
Warning: over-designed creatives that look like spam banners.
Result: You look credible and stand out without looking cheap.
Step 4: Write Direct, Benefit-First Copy
Lead with a result, not your company name.
Keep primary text under 150 characters for feed visibility.
Use numbers or proof points (“Trusted by 5,000+ AU businesses”).
End with a clear CTA (Download, Book a Call, Learn More).
Result: Prospects know why to click without scrolling twice.
Step 5: Add Social Proof
Insert testimonial quotes in image or video.
Show logos of trusted clients or partners.
Use numbers (customer count, ROI stats, industry awards).
Result: Decision-makers see peers validating you.
Step 6: Design Mobile-First
Check all creatives in LinkedIn mobile preview.
Use large fonts and clean layouts.
Keep videos under 30 seconds.
Result: Your ads perform where most professionals scroll—on their phones.
Step 7: Test and Optimise
Launch 2–3 versions of each ad.
Vary visuals or headlines, not both at once.
Measure CTR, CPC, conversion rate—not just impressions.
Pause weak performers quickly.
Result: You iterate fast and lower costs per lead.
Mistakes to Avoid
A Sydney fintech founder launched LinkedIn ads with jargon like “transformational synergies.” Prospects tuned out. Plain English always wins.
A Melbourne SaaS team used low-res images pulled from Google. Their ads looked dodgy, engagement tanked, and brand trust took a hit. Always invest in professional visuals.
A consulting firm pushed 2-minute videos. Nobody watched. Keep LinkedIn video ads under 30 seconds.
Real-World Examples
Atlassian ran a LinkedIn carousel campaign showing clear benefits of Jira for teams. Each card had one message, one visual. CTR doubled compared to single-image ads.
A Perth B2B startup tried running Facebook-style memes on LinkedIn. It looked unprofessional, and their brand credibility dropped. Audience mismatch is expensive.
The difference? One spoke in the customer’s language. The other didn’t.
What It Costs and How Long It Takes
DIY / In-house: $0–$100 cash using LinkedIn’s ad builder or Canva, but 10–20+ hours designing and testing. Heavy time cost.
Template/Resource: $50–$300 for ad templates or swipe files; cuts to 3–8 hours.
Professional / Done-for-you: $1,000–$7,500+ for LinkedIn ad agencies or pro designers.
Ongoing / Renewal: $100–$500/year for creative refreshes or design subscriptions.
Hidden Costs: poor creatives = wasted CPC spend, low CTR, weak B2B leads.
Mentor Tip: Test ads DIY, then scale with pro design once ROI is clear.
What to Do Next
By acting now, you turn strategy into momentum.
➡️ Download free Business Tools at ProDesk—designed for those ready to stop waiting and start building their business the right way today [ProDeck.com].
➡️ Get it built for you. We’ve helped 1500+ Australian founders design advertising that grows their businesses. Book a consult with us [Noize.com.au].
➡️ Grab The StartupDeck. It’s a deck of over 200 founder-tested strategies to help you make smarter decisions and accelerate growth [theStartUpDeck.com].
The Bottom Line
LinkedIn ads are expensive—but in the right hands, they’re one of the most powerful growth levers for B2B founders. The difference between burning money and booking meetings comes down to design: clear visuals, benefit-first copy, and professional credibility.
Every ad is a chance to build trust with decision-makers who can change your business trajectory. Don’t waste that chance with sloppy creative.
Founders who master LinkedIn ad design win bigger deals, faster, with less wasted spend.
FAQs
Are LinkedIn ads worth it for small businesses?
Yes, if your average deal size is high enough. Even $100 per lead makes sense if your contracts are $10k+.
Do image ads or video ads work better?
It depends on your audience. Generally, short video ads grab more attention, but well-designed image ads can be more cost-efficient.
What’s the ideal LinkedIn ad budget?
Start with at least $1,000–$2,000 per month for meaningful data. Anything smaller often doesn’t give enough testing room.
Can I run the same ad creative I use on Facebook?
Not usually. LinkedIn requires a more professional, trust-driven tone. What works on Facebook often looks unserious here.
How do I track if my LinkedIn ads are working?
Use LinkedIn’s conversion tracking plus your CRM. Track not just clicks, but booked calls, proposals sent, and revenue closed.
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