Write LinkedIn ad copy

Kite builds every LinkedIn ad from evidence of what your buyers actually say, because B2B buyers describe their problems in far more specific terms than B2B websites do. A general counsel on a sales call might say, "Sales asks me where their contract is three times a day, and I have to dig through email to find out." That sentence makes a better ad than "Accelerate your contract lifecycle," because a general counsel reading it sees their own week.

Before writing, Kite looks for that evidence in several places:

• quotes from sales calls, demos, and customer surveys
• reviews and testimonials, in your team's knowledge base or pasted into the conversation
• customer stories and the results customers have reported, such as hours saved each month
• comments people left on your past ads
• your own past ads that performed well, read through your connected LinkedIn Ads account

Kite also checks what your competitors are saying to the same buyers. Its built-in ad research can find the LinkedIn ads a competitor is running from the competitor's website address alone, with their copy, images, and landing pages. When three competitors all lead with "AI-powered" and "all-in-one," Kite knows those angles are crowded and looks for one the others aren't using. Kite uses what they say to find a contrast your ads can draw. To do this research yourself, see How to see what LinkedIn ads a competitor is running.

When Kite can't find any buyer evidence, it tells you what it searched and what would help, such as a few call notes or reviews pasted into the conversation, or approval to research what customers say about you in public. If you ask it to write from your positioning alone, it will, and it marks every line so you know no customer evidence backs the batch.

Write each ad for one role and name a problem that person owns in the first sentence. Decision-makers click when an ad shows it understands their job, not when it describes your product. A VP of sales and a head of revenue operations might both be in your audience, but they worry about different things, and an ad that tries to speak to both usually lands with neither.

Kite chooses three to five angles before it writes any copy. Each angle is a different reason for that buyer to click, and each one comes from a different insight in the evidence:

• the problem the buyer is living with
• the outcome a customer got
• proof, such as a result a customer reported
• a comparison with the usual way of doing the work, or with an alternative
• who the product is built for
• an objection answered, such as "we don't have time to switch tools"
• a contrarian view your customers share

An offer angle, such as a free assessment or a dated event, only appears when you have a real one. Kite also considers how much the reader already knows. A cold audience of finance leaders who've never heard of you needs to recognize their problem in the first line. People you're retargeting after they visited your pricing page already know the product, so their ad can lead with proof or the next step.

Kite drafts each opening together with the sentences that follow it, so the first line leads somewhere the rest of the ad can deliver. When you supply the image, Kite reads the words alongside it. If the image already shows the product, the copy can spend its few words on what the image can't say.

Put the hook in the first sentence of the intro text and use the headline to state the value or the next step. A single-image Sponsored Content ad shows your intro text above the image, a headline below it, and a button such as Request demo, Sign up, Register, or Download. Each field has a different job:

• Intro text selects the reader and gives them a reason to keep reading. It's the first thing they see, posted from your Company Page like any other post in their feed.
• The headline sits under the image, next to the button. It tells the reader what they get if they click.
• The description appears only in a few places, mainly when the ad runs on the LinkedIn Audience Network, which places your ads on partner apps and sites outside LinkedIn. Most of the persuasion happens in the intro text and headline, so Kite puts the work there.

Unlike Meta, LinkedIn doesn't mix several text options inside one ad. Each ad carries one intro text and one headline, so you test angles by running a few ads side by side in the same campaign. Kite writes the batch that way. Each ad makes one argument, and the ads in a batch make different arguments, so the results tell you which reason to click works for that audience.

Here's what two ads might look like for a contract management tool aimed at in-house legal teams, built from the sales call quote above:

• Ad one, intro text that opens on the problem: If sales asks you where their contract is more than once a day, the problem isn't your team. It's the inbox the contracts live in.
• Ad one, headline that states the value: Let sales check contract status themselves (42 characters)
• Ad two, intro text that opens on the outcome: Every contract, its status, and who has it, in one place your sales team can check without messaging legal.
• Ad two, headline that names the next step: See how in-house legal teams track contracts (44 characters)

A general counsel recognizes the first ad's opening from their own week, and a marketing manager scrolling past knows straight away it isn't for them. In a real batch, each line would also name the call note, review, or past ad it came from, so your team can check every claim before it runs.

For finished examples worth studying, see LinkedIn ad examples for B2B small teams, with the copy that made them work Coming soon .

Keep a LinkedIn ad headline under 70 characters, because that's where LinkedIn starts cutting it off in single-image ads. LinkedIn accepts headlines up to 200 characters, but anything past about 70 may never be seen. Intro text works the same way. LinkedIn accepts long intro text, but the feed shows about the first 150 characters and hides the rest behind a "see more" link. The description gets cut off after about 100 characters on the placements where it appears.

Those limits shape how Kite writes. It holds every intro text to the 150 characters the feed shows, so the whole message lands without the reader having to expand it. It holds every headline to 70 characters and every description to 100. One hundred fifty characters is about two short sentences, which is enough for one problem and one promise, and not enough for a list of features.

Kite runs every line through a checker before you see the batch. The checker counts each line's characters against its field's limit and flags any line that runs over, along with any line repeated within the same ad or missing its source. Kite fixes what the checker finds and runs it again until every line passes. It writes every line in sentence case, which reads like a person posting in the feed rather than a banner ad.

Kite delivers the copy for your team to review, choose from, and launch. The batch arrives in the conversation with the angles explained, every line and its source listed, and the checker's results attached. The same lines come in a file your team can paste from. If you'd rather upload in bulk, give Kite your campaign names and landing page URL, and it prepares a copy of the batch in the layout your import needs, with the checked text unchanged.

Kite can also build the whole campaign in your ad account, with the targeting, bid, budget, images, and these ads saved as a draft. A team owner or admin launches it from Kite after confirming the budget. To see how that works, read Set up LinkedIn ad campaigns.

Kite can also make the image. It designs ad images in your brand's colors and fonts, so the words and the picture are planned together. And because an ad is only as strong as the page behind it, Kite can write and build a landing page for the audience the ad targets when the right page doesn't exist yet. It publishes the page on a site Kite hosts once you approve it, or through a supported content system such as Webflow.

LinkedIn ads wear out quickly, because B2B audiences are small and the same people see the same ad again and again. With your LinkedIn Ads account connected, Kite reads LinkedIn's performance reporting for your campaigns over a period you choose, then uses it to write the next round.

Kite sorts your current ads into the angles that earned results and the ones that didn't, judging by the measure you care about, such as cost per demo request or click-through rate. The winning angles get fresh wording. The losing ones are retired. One or two new angles go in to test. Ads that haven't had enough delivery to judge stay marked as untested, so a small sample doesn't kill a good idea.

Kite records each round in your team's knowledge base: the period it looked at, which angles won, which it retired, and which are now being tested. Each new batch starts from everything the earlier ones taught it.