LinkedIn Video Ad Examples That Actually Convert

Most LinkedIn video ads get ignored. They look like corporate slide decks set to motion, or worse — recycled Instagram content dumped into the feed. The platform has over a billion members, and the ones you want to reach (decision-makers, budget holders, C-suite) are there. But they scroll fast. Your video gets maybe three seconds to prove it's worth their time.

Here's what separates the ads that actually drive pipeline from the ones that get politely scrolled past.

Why Video Works Better on LinkedIn Than You Think

LinkedIn isn't the first platform most marketers think of for video. But the numbers tell a different story. Video posts on LinkedIn generate roughly 3x more engagement than text or image posts. And because LinkedIn's algorithm still favors native video, your content gets more organic reach than you'd expect.

The audience is also in a different headspace. They're not doom-scrolling. They're looking for solutions, vendors, ideas. That makes the intent behind every view more valuable than a view on TikTok or Instagram.

The Anatomy of a High-Converting LinkedIn Video Ad

Before jumping into examples, here's what the best ones have in common:

• Hook in the first 3 seconds. Open with a pain point, a surprising stat, or a direct question. Not your logo. Not a "Hi, I'm..."
• Captions are mandatory. Around 85% of LinkedIn video is watched without sound. If your message depends on audio, you've already lost most of your audience.
• Keep it under 60 seconds. The sweet spot is 15-30 seconds for awareness, up to 60 for consideration. Anything longer needs to be genuinely compelling.
• One message, one CTA. Don't try to explain your entire product. Pick one angle and commit.
• Square or vertical format. Mobile dominates LinkedIn usage, and square (1:1) or vertical (4:5) video takes up more screen real estate in the feed.

5 LinkedIn Video Ad Formats That Drive Results

1. The Problem-Solution Demo (Zapier)

Zapier runs 15-second ads that follow a dead-simple structure: show the manual, painful way of doing something, then show how Zapier automates it. Real product UI, no fluff, animated text overlays for silent viewing.

• Why it works: It leads with the viewer's problem, not the product. By the time you see the solution, you're already nodding along.
• Steal this: Open with the pain ("Still copying data between spreadsheets?"), show the fix, end with a CTA. Keep it under 20 seconds.

2. The Pattern-Interrupt (Slack)

Slack uses bright, almost jarring colors that stand out against LinkedIn's muted interface. Quick cuts every 2-3 seconds. A touch of humor about workplace frustrations. Bold text on screen. CTA: "Try Slack for free."

• Why it works: It breaks the visual monotony of the feed. Most LinkedIn ads look like LinkedIn — Slack's look like Slack.
• Steal this: Don't be afraid of bold color and personality, even on a "professional" platform. If your brand has energy, show it.

3. The Thought Leader Ad

This is LinkedIn's secret weapon. Instead of running ads from your company page, you sponsor a post from a real person's profile — your CEO, your head of product, a customer. It shows up as a regular post in the feed with a small "Promoted" tag.

• Why it works: People trust people more than logos. Thought Leader Ads consistently get higher engagement and lower CPMs because they feel native to the platform.
• Steal this: Record a 30-second video of your founder sharing one insight, one hot take, or one customer win. Post it organically first. If it gets traction, sponsor it.

4. The Value-First Teaser (Buffer)

Buffer promotes podcast episodes and content using square-format trailers. Audio visualization graphics, pull quotes from episodes, and a focus on the mission rather than the product. No hard sell.

• Why it works: It builds trust by giving something valuable before asking for anything. Works especially well for top-of-funnel brand awareness.
• Steal this: If you have a podcast, webinar series, or report — cut a 20-second teaser that makes people curious enough to click. Lead with the most surprising insight.

5. The Data-Driven Testimonial

LinkedIn itself uses this format: short customer testimonials backed by specific metrics. Not "We love this tool" but "We reduced our sales cycle by 40% in three months."

• Why it works: B2B buyers are skeptical by default. Specific numbers from real companies cut through the noise faster than any pitch deck.
• Steal this: Get one customer on camera (even a Zoom recording works). Have them state the problem, the solution, and one measurable result. That's your ad.

LinkedIn Video Ad Specs to Know

Retargeting: Where the Real Conversion Happens

Here's something most brands miss: the first video ad isn't supposed to close the deal. It's supposed to create an audience you can retarget.

LinkedIn lets you build audiences based on video view completion — 25%, 50%, 75%, or 97%. The strategy:

1. Top of funnel: Run a short, broad awareness video to a targeted audience (job titles, industries, company sizes).
2. Middle of funnel: Retarget people who watched 50%+ with a deeper video — a case study, a demo, a testimonial.
3. Bottom of funnel: Hit the 75%+ viewers with a direct offer — free trial, demo booking, consultation.

This layered approach is why brands that commit to LinkedIn video see compounding returns over time. One-off campaigns rarely move the needle.

For more on structuring creative tests across funnel stages, check out how to build a creative testing framework for video ads.

Common Mistakes to Avoid

• Leading with your logo. Nobody cares about your brand until they care about the problem you solve. Save the logo for the last frame.
• Repurposing TikTok content directly. The audience, intent, and tone on LinkedIn are completely different. What works on TikTok often feels out of place here.
• Making it too long. If your video is over 90 seconds, you need a very good reason. Most messages can land in 30 seconds or less.
• Ignoring the post copy. The text above your video matters. Use it to set context, add a hook, or call out your target audience ("Marketing leaders: this one's for you").
• Running one ad and calling it a day. Creative fatigue hits fast. Plan for multiple variations and rotate them regularly.

How to Get Started Without a Production Budget

You don't need a film crew. The best-performing LinkedIn video ads often look like they were shot on a phone — because they were. Here's a minimal viable approach:

1. Record on your phone or Zoom. Talking-head videos from real people outperform polished corporate videos on LinkedIn.
2. Add captions. Use any free captioning tool (CapCut, Descript, even LinkedIn's auto-captions).
3. Write a strong hook. Spend more time on the first line of post copy and the first 3 seconds of video than on anything else.
4. Start organic. Post the video from a personal profile. See what resonates. Then put paid behind the winners.
5. Test and iterate. Run 3-4 variations with different hooks, lengths, or CTAs. Double down on what works. For a structured approach to testing at scale, see how to scale creative testing without blowing your budget.

The Bottom Line

LinkedIn video ads work when they respect the platform and the audience. Lead with problems, not products. Keep it short. Add captions. Use real people when you can. And think in funnels, not one-off campaigns.

The brands winning on LinkedIn aren't the ones with the biggest budgets — they're the ones showing up consistently with video that actually says something worth watching.