![How to Create LinkedIn Ads Landing Pages That Convert [TEMPLATES included] – With Tas Bober, Founder of The Scroll Lab](/_next/image?url=https%3A%2F%2Fwp.zenabm.com%2Fwp-content%2Fuploads%2F2026%2F02%2FHow-to-Create-LinkedIn-Ads-Landing-Pages-That-Convert-With-Tas-Bober-Founder-of-The-Scroll-Lab.png&w=3840&q=75)
You’ve nailed your LinkedIn targeting. Your CTR is solid. But conversions? Well, the best LinkedIn ads won’t help if your landing page sucks or is a “bait and switch” (talking about something completely different). The culprit is almost always the same: your landing page.
I’ll be honest – I’ve been running LinkedIn ABM campaigns for over two years now, and landing pages were always the thing I’d get to “later.” The targeting? Obsessed over it. The ad creative? A/B tested endlessly. But landing pages? I kept sending traffic to our generic website pages and wondering why conversions were meh.
So when we invited Tas Bober, founder of The Scroll Lab and a B2B landing page specialist with 15+ years of experience and 400+ websites under her belt, to speak at our ZenABM ABM Bootcamp – I took notes. Lots of them.
This guide covers everything Tas shared in her talk on the ABM Bootcamp 2026– combined with what actually works from top-performing B2B landing pages. You’ll find actionable frameworks, a simple template you can steal, and real examples to inspire your next campaign.
Here’s what finally clicked for me during Tas’s session: LinkedIn traffic is fundamentally different from Google Ads traffic. And I’d been treating them the same way for way too long.
Here’s the difference:
| Google Ads Traffic | LinkedIn Ads Traffic |
|---|---|
| High intent – actively searching for solutions | Low/medium intent – interrupted while browsing |
| Ready to evaluate options | Needs education and trust-building first |
| Familiar with the problem and solutions | May not recognize the problem yet |
| Short-form pages often work | Often needs more context and proof |
| Direct CTAs convert well | Value-first CTAs perform better |
As Tas puts it: “B2B buyers need 31+ touchpoints before they’re ready to purchase. Your landing page isn’t closing the deal—it’s educating, building trust, and keeping them engaged so they come back when they’re ready.”
This was my “aha” moment. I’d been optimizing for the conversion, when I should have been optimizing for the journey.
Before we get to what works, let’s talk about what doesn’t. Because I’ve made most of these mistakes myself:
Mistake #1: Sending LinkedIn traffic to your homepage. Your homepage is designed for everyone. LinkedIn traffic is specific. They clicked on an ad about X, and you’re showing them… everything you do? That’s a recipe for bounces.
Mistake #2: Using the same landing page for Google and LinkedIn. Google visitors are actively searching. LinkedIn visitors were scrolling their feed. They need different messaging, different proof, different friction levels.
Mistake #3: Asking for too much too soon. Cold LinkedIn traffic doesn’t want to give you their phone number, job title, company size, budget range, and firstborn child’s name just to download an eBook. Email is enough. Enrich the rest later.
Mistake #4: No message match. Your ad promises “7 LinkedIn Ads Templates” and your landing page headline says “Welcome to Our Marketing Resource Center.” Trust evaporates. Bounce happens.
Mistake #5: Treating the landing page as a conversion machine, not a trust-building experience. More on this below – because this was Tas’s biggest insight.
This is the thing that changed how I think about landing pages entirely.
Tas says: stop obsessing over conversion rates alone.
Wait, what? Isn’t conversion the whole point?
Here’s her logic: conversions are a lagging indicator. By the time someone fills out a form, they’ve already done most of their research elsewhere. What you should actually care about is consumption – how visitors interact with your page before they ever reach the form.
This means tracking:
Real example: One of Tas’s clients had a single FAQ buried at the bottom of their landing page. Heat mapping showed it was getting massive engagement – people were scrolling all the way down just to read it. After turning it into a prominent, standalone block higher on the page, conversions jumped 265%. No fancy redesign. Just making valuable content visible.
Here’s a mindset shift that changed everything for me: stop obsessing over who is landing on your page and start thinking about where they are in their journey. Tas calls this the “Where” framework. 
Most of us build landing pages based on persona, or even specific company – “This is for VP of Marketing at mid-market SaaS companies.” or “This is a landing page for Salesforce”. But that misses the point. A VP of Marketing who just discovered you exists needs a completely different experience than one who’s been seeing your ads for 3 months and finally clicked. The first needs education, context, and trust signals. The second might be ready for a demo. Same persona, totally different “where.” So when you’re building your landing page, ask: Where is this traffic coming from? What have they already seen? How warm are they? A cold LinkedIn audience clicking your first ad needs way more context than a retargeting audience who’s already visited your pricing page twice. Design for the journey stage, not just the job title.
Okay, now for the tactical stuff. Based on Tas’s session plus research from LinkedIn’s official guidance, Landingi, and Instapage, here’s what actually works:
Your landing page must feel like a seamless continuation of your ad. This means:
Why it matters: When visitors click an ad and land on a page that looks different or makes a different promise, trust evaporates instantly. They’ll bounce before reading a single word.
LinkedIn’s data shows that direct, clear headlines drive immediate action. Your headline should:
Good: “Cut Your LinkedIn CPL by 40% in 30 Days” Bad: “Welcome to Our Comprehensive LinkedIn Advertising Optimization Platform That Helps B2B Companies”
I know, I know – your audience is sophisticated. But Tas makes a great point: “Clarity doesn’t mean dumbing things down. Everyone’s busy and overloaded. Humans are built for efficiency—if there’s a simpler way to consume information, that’s the way we’ll choose.”
Quick tips:
This small text element immediately signals what type of offer visitors are looking at:
It reduces cognitive load and helps visitors instantly understand what they’re getting.
This one surprised me. Tas’s data consistently shows the FAQ block is typically the most interacted-with section on B2B landing pages. Don’t bury it at the bottom.
Key FAQ questions to include:
For cold LinkedIn audiences, form length directly impacts conversions:
Tas’s advice: “Only request essential information. You can enrich data afterward using tools like HubSpot or Clay. Remove every barrier to registration.”
Show logos and testimonials that resonate with your target accounts’ industry:
Ha – this might surprise you, but not every page needs a menu! On dedicated landing pages, remove your main website navigation. Don’t give visitors an escape route to your blog, about page, or careers section. The only actions should be:
Tas found that reviewers often had to research hosting brands separately, creating unnecessary friction. Add a brief “About [Company]” section so prospects understand who you are without leaving the page.
Page speed impacts both user experience and ad performance:
Many LinkedIn users browse on mobile, especially when clicking through from the LinkedIn app. Ensure:
Here’s a straightforward template based on Tas’s framework. No overthinking – just follow these sections in order:
Here’s a straightforward template based on Tas’s framework. No overthinking – just follow these sections in order:
| Section | What to Include |
|---|---|
| 1. ABOVE THE FOLD | Eyebrow: “FREE PLAYBOOK” or “LIVE WEBINAR” Headline: 10 words max, benefit-focused Subheadline: 1-2 sentences expanding on value Form: Email only (or email + name max) Button: Action-focused (“Get the Playbook” not “Submit”) |
| 2. TRUST BAR | 4-6 customer logos + “Trusted by X companies” Choose logos your target accounts will recognize |
| 3. WHAT’S INSIDE | 4-6 bullet points with checkmarks: ✓ Specific thing they’ll learn ✓ Another specific outcome ✓ Template/tool they’ll get Include preview image of the asset if possible |
| 4. WHO IT’S FOR | “This is for you if…” • You’re running LinkedIn ads but not seeing pipeline • You’re spending $5K+/month and want better ROI Optional: “This is NOT for you if…” (qualifies leads) |
| 5. SOCIAL PROOF | 2-3 testimonials with: • Specific results (“34 opportunities in 60 days”) • Photo, name, title, company • LinkedIn profile link (optional but builds trust) |
| 6. FAQ | Make this prominent! 4-6 questions: • Is this really free? • How long will this take? • Do I need [specific requirement]? • What happens after I sign up? |
| 7. ABOUT US | 2-3 sentences about your company + credibility indicators Why you’re qualified to teach this |
| 8. FINAL CTA | Repeat the main offer + form (or anchor link to top form) “Ready to [outcome]? [Button]” |
That’s it. Eight sections. You can build this in an afternoon.
Let’s look at how different landing page types should be structured:
Best for: Top-of-funnel, cold audiences
What works: Single focused offer, visual preview of the asset, specific outcomes promised, minimal form (2-3 fields), social proof from similar companies.
Common mistakes: Asking for phone number on first interaction, vague value prop (“Download our insights”), no preview of what’s in the guide.
Best for: Mid-funnel, building authority
What works: Clear date/time with timezone, speaker photos and credentials, specific agenda, “Add to calendar” functionality, replay availability mentioned.
Common mistakes: No speaker credibility signals, vague topic, not mentioning replay availability (people assume it’s live-only).
Best for: Bottom-funnel, retargeting engaged accounts
What works: Product screenshots or video, clear explanation of what demo covers, time expectation (“15-minute call”), calendar booking integration.
Common mistakes: Using demo pages for cold audiences (use for retargeting only), no product visuals, forcing a call when some buyers want self-serve first.
Best for: High-quality leads with interactive value
What works: Immediate tangible value, preview of output/results, low friction (email only or ungated), personalized results drive follow-up.
Common mistakes: Gating too heavily, tool too complex to use quickly, no follow-up sequence after tool usage.
Here’s something I wish I’d known earlier: you can actually see which specific companies are visiting your landing pages – for free.
Most B2B website visitor identification tools cost a fortune and only show you a fraction of your traffic. But there’s a clever workaround using LinkedIn Text Ads.
The short version: you can use LinkedIn Text Ads for free B2B website visitor deanonymization. Text Ads are dirt cheap (we’re talking $2 CPM), and when combined with ZenABM, you can identify exactly which companies from your target account list are hitting your landing pages.
Why does this matter for landing page optimization?
This completely changed how I think about landing page performance. Instead of just looking at aggregate conversion rates, I can now see: “Okay, 12 of my target accounts visited this landing page this week. 4 converted. 8 didn’t. Let me look at what the non-converters have in common.”
If you want to go deeper, here’s the methodology The Scroll Lab uses with their B2B clients:
| Stage | What to Do |
|---|---|
| 1. Research | Interview 5 recent customers. Analyze competitor landing pages. Document common objections from sales. |
| 2. Build | Use the template above as your wireframe. Write copy at 8th-grade reading level. Create mockups before development. |
| 3. Measure | Install Hotjar or Microsoft Clarity. Set up scroll depth tracking. Track per-account engagement with ZenABM. |
| 4. Optimize | A/B test one element at a time. Prioritize high-impact changes (headline, form, CTA). Document learnings. |
Run through this before your next LinkedIn campaign goes live:
If you’re looking for tools to build and optimize your landing pages:
Tas Bober is the founder of The Scroll Lab, a niche marketing consultancy that helps B2B SaaS companies create and measure impactful landing page experiences. With 15+ years working in-house on B2B websites, leading 3x B2B Digital Marketing teams, and 400+ websites under her belt, Tas specializes in turning paid ads and landing pages into measurable pipeline.
The Scroll Lab’s 90-day sprint includes wireframes with finished copy, paid media audits, distribution strategy development, and a testing roadmap.
This article is based on Tas Bober’s guest lecture at the ZenABM ABM Bootcamp. Want to see which companies engage with your LinkedIn ads and landing pages? Try ZenABM free for 37 days.
