What B2B decision-makers really want from LinkedIn ads (and how to deliver it)

The B2B marketing shift: Beyond features to emotional connections

For years, B2B advertising has leaned heavily on showcasing technical specifications, product functionality, and service features. While this approach served well in the past, today’s sophisticated B2B buyers expect more than a checklist of features. They seek brands that can connect with them on an emotional level, reflecting their values, ambitions, and the broader impact of their business decisions.

According to the 2024 B2B Marketing Benchmark Report by LinkedIn and Ipsos​:

• 89% of CMOs are championing the need for bolder, more creative campaigns, recognizing that traditional strategies are no longer enough to capture attention in saturated markets.
• 67% of B2B marketers report increased budgets dedicated to brand-building initiatives, highlighting a shift from purely performance-driven tactics to long-term brand equity investments.
• 72% of marketers expect their budgets to grow in the near future, indicating a strong belief in marketing’s critical role in driving business growth.

This transformation is driven by clear business outcomes. Brands that invest in creative, emotionally resonant campaigns experience:

• 60% more brand engagement, as audiences are naturally drawn to stories that evoke emotion and relevance​.
• 55% growth in share of voice (SoV), helping brands dominate conversations within their industry​.
• 48% increase in media coverage, as compelling narratives are more likely to be shared, cited, and amplified​.

The message is clear: In the competitive world of B2B marketing, creativity isn’t just a differentiator, it’s a business driver.

What decision-makers really want from B2B LinkedIn ads

To understand what resonates with B2B buyers, LinkedIn and Magna Media Trials conducted an in-depth study involving over 1,700 business decision-makers. By analyzing the performance of 67 sponsored content ads—including single image and video ads—they uncovered critical insights into the preferences and expectations of today’s B2B audiences​.

The impact of creative B2B ads:

• 49% of decision-makers are more likely to explore additional products or services from brands that deliver creative, engaging ads​. This suggests that strong creative doesn’t just influence one-off transactions; it fosters curiosity and opens doors for cross-selling and upselling opportunities.
• 46% actively seek out brands they’ve encountered through compelling ads​, indicating that creative content boosts brand recall and keeps companies top-of-mind during purchasing decisions.
• 43% are more likely to discuss these brands within their professional circles​. In B2B, where referrals and peer recommendations carry significant weight, this word-of-mouth effect can be a game-changer.
• 40% would recommend these brands to others​, demonstrating that emotionally resonant ads can turn passive viewers into active brand advocates.
• 38% feel a stronger connection to brands that prioritize creative storytelling​, which is crucial for building long-term customer relationships in B2B contexts where trust and reliability are paramount.
• 33% report increased respect for brands that showcase bold, innovative advertising​, reinforcing the idea that creativity signals competence, confidence, and leadership within an industry.

Key takeaway: B2B ads that tap into emotional triggers don’t just capture attention, they build lasting relationships, drive advocacy, and influence purchase decisions far beyond the initial ad impression.

Why most B2B ads fall flat (and how to fix them)

Despite the proven power of creative advertising, many B2B campaigns fail to make an impact. The problem? A tendency to play it safe. Many ads stick to sales approaches, focusing solely on product specifications and missing opportunities to connect on a human level. Easily forgotten and quickly dismissed.

Perceptions of typical B2B ads:

• Humorous: Only 36% of decision-makers find B2B ads genuinely funny​. Humor can be a powerful tool for making brands more relatable and memorable, but many B2B marketers shy away from it, fearing it may seem unprofessional. The key is finding humor that aligns with your brand voice and resonates with your target audience’s experiences.
• Emotional appeal: Just 36% feel emotionally engaged by B2B ads​. Many campaigns overlook the emotional drivers behind B2B decisions—such as the fear of making the wrong choice, the desire to drive change within an organization, or the pride in achieving business success.
• Character connection: Only 40% connect with the characters featured in B2B ads​. Without relatable figures or narratives, ads can feel sterile. Featuring real people—whether customers, employees, or industry leaders—adds authenticity and fosters deeper engagement.
• Unique perspective: 41% believe B2B ads lack originality​. In crowded markets, brands that offer fresh, thought-provoking content stand out. This might mean challenging industry norms, sharing bold opinions, or presenting familiar topics in unexpected ways.
• Strong storytelling: Just 44% feel B2B ads tell compelling stories​. Storytelling isn’t just for B2C. B2B buyers crave narratives that illustrate how products solve real-world problems, drive business outcomes, and support personal and professional growth.

These gaps present a significant opportunity for brands willing to step outside the conventional B2B playbook and embrace more human-centered, creative approaches.

The "science" of effective B2B LinkedIn ads

When B2B ads are perceived as creative, the impact on key brand metrics is substantial. This isn’t just about making ads “look good”, it’s about driving measurable business results.

Impact of perceived creativity on brand KPIs:

• +15% increase in the likelihood that decision-makers feel connected to the brand​. Emotional resonance fosters brand loyalty and long-term relationships, especially in industries with complex buying cycles.
• +23% growth in brand preference​, meaning decision-makers are more likely to choose your brand over competitors when making purchasing decisions. This advantage can be the deciding factor in competitive bidding processes or RFPs.
• +34% boost in research intent​, as creative ads pique curiosity and motivate potential buyers to learn more about your products or services.
• +40% increase in purchase consideration​, demonstrating that creative content not only raises awareness but directly influences revenue-driving behaviors.

Furthermore, creative ads keep audiences engaged longer, with decision-makers spending +24 additional seconds viewing these ads and generating +21% more likes and interactions​. This extended engagement translates to greater brand recall and higher conversion potential.

For strategies on maximizing these outcomes, explore our insights on B2B content marketing in the era of AI.

How to create LinkedIn ads that decision-makers can’t ignore

1. Lead with emotion, not just information

While B2B decisions are rooted in logic, they’re still made by people influenced by emotions. Whether it’s the excitement of innovation, the satisfaction of solving a complex problem, or the fear of making the wrong choice—emotions play a critical role in decision-making.

• Tip: Craft stories that evoke emotions relevant to your audience’s professional journey. Highlight customer successes, share industry challenges, or tap into aspirations that go beyond KPIs.

2. Prioritize strong storytelling

B2B buyers don’t want to be sold to—they want to be inspired. Great storytelling transforms your brand from a vendor into a trusted partner. Narratives that showcase real challenges, authentic characters, and meaningful outcomes create a deeper connection with your audience.

• tip: Use case studies, testimonials, and real-life success stories to bring a message to life.

3. Use video to drive deeper engagement

Video content consistently outperforms static formats on LinkedIn because it’s dynamic, engaging, and easy to consume. Short-form videos, in particular, are effective at capturing attention quickly and delivering key messages concisely.

• Results: Video ads see a +12% increase in brand favorability, +8% boost in research intent, and +9% growth in purchase consideration​.
• Best practices: Keep videos under 30 seconds, use captivating visuals, and ensure your message is clear within the first few seconds to maintain viewer interest.

4. Don’t be afraid to be bold

B2B doesn’t mean boring. In fact, standing out often requires taking creative risks. Whether it’s using bold visuals, unexpected humor, or provocative messaging, brands that push boundaries are more likely to be remembered.

• Example: Many companies are embracing B2B influencer strategies to inject fresh, authentic voices into their campaigns, driving both engagement and credibility.

5. Leverage data for personalization

In the age of data-driven marketing, personalization isn’t optional—it’s expected. According to the report, 47% of B2B marketers are investing in technologies that enhance targeting and personalization​. Leveraging LinkedIn’s rich audience data allows you to deliver tailored content that resonates with specific industries, job roles, and buyer personas.

Key takeaways: Building effective LinkedIn ads for B2B success

• Creativity is a competitive advantage. Don’t just inform: Engage, inspire, and connect.
• Decision-makers crave emotional resonance. Humor, storytelling, and bold visuals make a B2B brand unforgettable.
• Video is currently king on LinkedIn. Invest in short, emotionally driven videos to boost engagement.
• Data drives personalization. Use analytics to create tailored content that resonates.

For more insights on elevating your strategy, explore the human-centric approach to B2B marketing.