LinkedIn Thought Leader Ads: What You Can (and Can’t) Control

So you’ve decided to go all in on your executive LinkedIn branding. Now, you likely have an array ofLinkedIn thought leadership content, ranging from contrarian insights to posts that drum up some site traffic. 

But what do you do if you want to promote LinkedIn posts in a way that… well… doesn’t actually sound like you’re promoting anything? Luckily, there are LinkedIn thought leader ads for this purpose.

While they’re far from being a replacement for your organic posts, they supercharge your LinkedIn content’s reach, enabling your content to be top-of-feed and first-to-mind among users. 

However, as with LinkedIn post timing, you need to get your thought leader ads right. The first step is knowing what you can and can’t control. 

Find out what you actually have control over and the tips and tricks to make your ads not sound like ads. Stay with us to the end for a simple and easy rollout plan for your ads.

But First — WTH Are TLAs? (TLDR Version)

Let’s start with what LinkedIn thought leader ads are. 

They’re exactly how they sound. These ads are a way to promote LinkedIn posts. But here’s the catch: someone from inside your business uses these ads. The promotion isn’t from your main business page or account. 

This detail is key for one reason — because the posts are promoted by someone other than you or your business’s other CEOs, the content feels real instead of “pushed.” So, you can hit two birds with one stone by: 

• Giving your LinkedIn advertising strategy that “native” human touch
• Adding social proof for serious LinkedIn cred

All these come together to give you a LinkedIn presence that’s as organic as grass-fed beef.

What You Can Control and What You Can’t

Are you itching to hit “Promote?” Hold up. 

Before you do, you should know how much say you actually have. 

There’s a reason LinkedIn thought leader ads look organic. It’s because the platform locks down most of the ad controls marketers usually obsess over.

This might seem like no good. But fear not, for once you learn which levers to pull (and which to leave alone), the whole system starts to make sense.

What You Can’t Control

You (or the person you’re assigning thought leadership posts to) don’t get to rewrite your post inside Campaign Manager. There are no options to edit headlines, create CTA buttons, or access and implement polls, multi-image carousels, documents, and newsletters.

LinkedIn keeps these limits intentional because your ads are built to preserve the post’s voice, and not your ad copy instincts.

What You CAN Control

It’s not all doom and gloom. There are still areas you have a hand in, namely who sees your posts, when to post, and how often. So you have opportunities to target audiences and plan around optimal LinkedIn posting times. 

Also, just because you can’t edit in the Campaign Manager doesn’t mean you can’t put some touches before you promote LinkedIn posts. Use the time before promotion to fine-tune and repurpose your content — because once it’s live, there’s no turning back. 

And, just so we’re clear, all traffic from the ad ends up in the original post and not the cloned version in the thought leader ad. 

Picking the Posting Person: The Right Voice for Your Thought Leader Ads 

Now you’re aware of what you have a say over. But remember that B2C and B2B LinkedIn thought leader ads are posted not by you or a company CEO but by someone in your organization. With this in mind, you need to choose someone who’s: 

• Credible (a good number of followers and high engagement rates are a dead giveaway)
• Can commit to posting regularly (so not Kyle from HR who’s knee-deep in candidate applications or Jenny from accounting)
• Engages with followers regularly (again, not the busiest people in your organization)

Sure, your CEO may tick all these boxes — but take note that the best voice isn’t always your CEO’s. After all, as we’ve talked about earlier, a regular Joe and Jane in your brand can do wonders for your business’s authenticity and LinkedIn advertising strategy.

Your Four-Week Sprint To Promote Ads on LinkedIn

So we know the what and who. Now, let’s focus on the how. In particular, here’s how you can promote your B2B LinkedIn thought leader ads in just four weeks. 

A Simple Weekly Rhythm

If there are four weeks in your LinkedIn advertising strategy, you’ll want to allocate each to a specific type of content: 

• Week 1: For the first week, you can’t go wrong with creating a POV post where you cut through the noise and deliver your unique insights.
• Week 2: The second week is excellent for a proof post. Talk about one or two Ws your brand has chalked up and tell the story from pain point to resolution. 
• Week 3: Think “week three = teaching for free.” Your content for the third week should lean on the informative side, showing followers actionable tips to level up what they’re doing. 
• Week 4: Now, you keep the conversation going with a controversial take on a specific topic. Be prepared for some questions or even objections — and respond to as many as you can to show you’re interested.

Seeing What To Promote and What To Leave on the Back Burner

Over the four-week period, you’ll notice some forms of content doing better than others. These thought leadership content pieces will show high rates of: 

• Saves
• Comments from actual users
• Profile visits from your ideal customers or followers

The higher the interactions, the more “promotable” the content is. 

Target To Thrive

One of the things you can control in your LinkedIn thought leader ads is your audience. Use this to your advantage. After all, even the best ads or content will hear crickets when it hits the wrong feed. 

When targeting, remember that narrower is better. So you should set your audience filters based on job titles or seniority. And no, employees and vendors don’t count. 

Is your marketing account-based? If so, you need to upload an account or company list to let LinkedIn’s algorithms know who you’re targeting. Speaking of targeting, you should be explicit when your offer is regional. 

As with the four-week content sprint, check who’s engaging. Engagement and interaction are signs that your targeting and content clicks. 

Making Your LinkedIn Thought Leader Ads Not Sound Like Ads

You’ve already lost when your thought leader ads reek “made for primetime.” The trick to creating effective and scroll-stopping ads is to make them sound like real thoughts instead of campaign assets (even if they are). 

Here’s how you can make your ads not sound like ads: 

• Use Hooks That Stick: There are few lines that make a reader curious like a sharp question, an unexpected take, or a story that hints at something bigger. 
• Show, Don’t Sell: Yes, you’re promoting your brand. But if you want readers to trust you, you want to promote real-life success stories your business delivered instead. 
• Keep the Doors for Conversations Open: Regardless of content, always have a call to action that invites readers to “connect,” “ask,” or “share in the comments.”

Rolling Out: Rapid, Risk-Free, and Repeatable

Have you seen a post or two finally click with your audience? It’s time to smash “Promote!”

Follow these steps, and your LinkedIn thought leader ads will be live in no time. 

Start Small

It pays to roll out lightly. By “lightly,” we mean kicking off with a post or two per content type. So that’s one or two case studies, teaching tidbits, or controversial takes. From here, check for genuine engagement like comments. 

Comments are signs that your audience engages with your ideas — and that you’re ready to up the ante on your ads. 

Repurpose With Purpose

Who says an idea should be limited to one content type? A single insight can become a carousel, a short video, or a newsletter piece. 

By repurposing your content, you’ll be able to meet your audience where they already are without forcing them back to a single post.

Retarget Repeated Engagers

Remember, whoever interacts with your content once will likely engage again. Think of repeated engagers as your “warm leads.” 

Engage with these readers and retarget them in your Campaign Manager. 

Measuring What Matters

Let’s be honest. You want more out of your LinkedIn thought leader ads. What you really want is to move your business forward. So you’ll want to keep an eye on metrics that tie to your pipeline. 

These metrics are: 

• Saves: Why else would readers save your content or account if they don’t see long-term value? 
• Comments: These are signs of genuine interest and go a step above “likes.”
• Profile Visits: You know your LinkedIn brand is making waves when it’s getting curious users to check it out. 
• Site Traffic: Your thought leader ads and content are doing their jobs when your site sees a lift in its traffic. 
• Calls, Meetings, or Inquiries: Can you say “converted lead?” These behaviors show that your ads and content were enough to drive action. 

Over time, you’ll see patterns surface. There will be specific topics and formats that spark more of the above-mentioned actions. 

Leverage content ideas and formats that click, and you’ll steer readers down your sales funnel. 

Control What You Can, and the Results Take Care of Themselves

When you lean into the parts of your LinkedIn thought leader ads you can control, you’ll determine the right audience and keep them hooked with the content and formats. 

But remember — your ads will only be as good as the content they’re promoting. So dial in your thought leadership posts before hitting “promote.” 

We get it if you need that extra “oomph” in your thought leadership. Get a consultation today and see how we’ve helped brands solidify their LinkedIn presence. 

FAQs

Can I Edit My Post Once It’s Live as a Thought Leader Ad?

You can’t. Once your post goes live, it’s locked.

What Can I Control? 

You may not be able to edit your post in the Campaign Manager, but you can control who sees your posts. Also, you’ll still be able to plan your timing, budget, and even the frequency of your ads. 

What Metrics Should I Focus On?

Skip the vanity metrics. The metrics that matter are saves, thoughtful comments, profile visits, and site traffic.

Can the CEO Post and Promote Content? 

Sure. But know that there are other people who can like employees in your business. Just make sure they can commit to regularly posting and engaging with readers. 

Do Results Happen Overnight? 

They don’t, but you will see an uptick in your engagement rates when you regularly post and promote content. Play your cards right, and you might even see higher site traffic. 

The key is to be consistent and control what you can.