LinkedIn video ads are the most sought-after and, of course, expensive too.
So, here I am, having conducted extensive research and identified the best successful LinkedIn video ads examples that you can learn from for your own ABM campaigns.
Also, I have discussed:
Let’s go!
In case you are in a hurry, here’s a summary:
1. Why video ads matter: LinkedIn is the B2B watering hole. Video ads cut through static posts and drive the highest CTR (avg. ~0.6%).
2. Formats & specs: MP4, 3s–30min, captions mandatory for mute autoplay. Keep intros under 150 chars, front-load the hook.
3. Creative best practices:
4. Copywriting fundamentals (Harry Dry):
5. Quick test: if the hook doesn’t land in 2 seconds, it won’t land at all.
6. ZenABM’s edge: Tracks company-level engagement, intent signals, and revenue attribution per ad campaign. Pushes clean data back into your CRM.
7. Case studies prove it: KLM, Microsoft, Cisco, and Kashable all drove awareness, pipeline, and ROI by combining sharp creative with LinkedIn’s targeting and attribution.
8. Mistakes to avoid: Spray-and-pray targeting, ignoring sound-off playback, over-selling too early, and skipping attribution setup.
The answer is simple:
Some must-know technical stuff:
Some timeless creative strategies and best practices for LinkedIn video ads:
Grab attention in 1–2 seconds using a strong hook, since users scroll fast.
And a strong hook can be a surprising fact, a question, or a problem statement.
For example, Figma’s ad starts by telling viewers exactly who it’s for (“if you have been holding off on learning Figma…”) and Canva’s video opens with “3 handy tricks for presentations,” immediately promising value.
Also, use on-screen text or motion graphics so the hook is clear even without sound.
Keep the ads short (brevity is key – LinkedIn reports its most successful ads are only 10–15 seconds long).
Only consider longer formats (30–60s) for full-funnel storytelling.
And don’t hesitate to slice long content into a series of clips if needed..
LinkedIn video ads, by default, remain muted in the user’s feed. until the user taps on the speaker icon.
So, make sure your video works without sound.
For that, use bold captions, kinetic typography or simple illustrations.
For e.g., FullStory’s LinkedIn video ad uses large overlay text so the message reads even without sound.
Also, always upload an accurate caption file.
In the description text and early video scenes, state the key benefit or problem you solve because audience’s first thought is “What’s in it for me?”
For example, Slack’s ad opens with the tagline “A problem shared is a problem halved,” then quickly shows how collaboration solves that problem.
End your video (and post text) with a clear call-to-action, preferably as a button (e.g. “Learn More,” “Register Now”) and mention it in your copy (e.g. “Watch now” or “Get the guide”).
Be on-brand from frame one and include your logo or colors early.
Also, keep in mind your target audience.
Microsoft’s Copilot video ad, for instance, blends polished corporate visuals with product shots and leadership footage, matching their formal brand.
In contrast, Hootsuite (a social listening SaaS) uses a trendy TikTok-style multi-character format to suit its audience. Yes, where the same influencer plays different characters.
LinkedIn audiences value expertise.
Consider formats like mini-interviews or testimonials.
Bloomreach, for example, used a clip of its conference speaker and then drove viewers to watch the full on-demand session, utilizing event authority as social proof.
If using ABM, customize creative per vertical or persona.
One company might run two versions of a video: same script but different intro (“For finance teams…” vs. “For marketing teams…”).
Always speak directly to the targeted role’s challenges.
By the way, if you are running different LinkedIn ads for different qualitative intents (different features for different personas, different offers, etc.), ZenABM can help you know each ad creative’s company-level performance individually.
You’ll just have to tag each ad campaign with its intent, and ZenABM will group companies showing similar intent together:
This will help you reverse engineer which types of personas at the account were engaging with your posts, and you’ll also know what the account is exactly interested in.
This is a superpower for your sales outreach.
Also, to make it more convenient, ZenABM pushes company-level engagement data and intent as company properties to your CRM:
Especially for technical products, animated explainer styles work well on LinkedIn.
For instance, a LinkedIn video ad by AWS used UI snippets and on-ground customer interviews in a story-telling style to showcase AI product features.
Never assume one video will be the best.
Run small tests before scaling on LinkedIn.
And again, ZenABM can help you here.
It gives impressions, clicks, ad spend, engagement rate, and even revenue attribution for each specific LinkedIn ad campaign:
Case studies always help.
So, here are 3 successful ones published by LinkedIn itself:
KLM ran a festive video ad featuring cabin crew in holiday sweaters, and LinkedIn targeting helped KLM reach a premium audience of business travelers.
The campaign achieved a 33.85% video view rate and just $0.06 cost-per-view.
Respectively, that’s 26% higher and 62% lower than benchmarks.
The airline’s marketer noted, “Video gave us a unique opportunity… to build awareness,” and doubled down on LinkedIn video.
To drive awareness of Microsoft 365 Copilot, Microsoft Canada ran short (15s) video ads personalized by business function.
They tested multiple creatives and found 15-second spots worked best.
LinkedIn reports these video campaigns delivered ~28% view rate and just $0.16 cost-per-view.
Microsoft credits rigorous A/B testing and segmentation for this outcome.
Andrew Harder (Cisco Webex Marketing) shared a LinkedIn video case: by shifting 20% of the budget to educational video content,
Cisco saw 60–63% drops in cost-per-lead and a 60% increase in sales pipeline despite 70% less spend.
These unbranded, soft-touch videos focused on value (not direct demos) and were repurposed from virtual event footage.
Harder stresses repurposing event or webinar videos on LinkedIn (with paid promotion) for maximum ROI.
Kashable used LinkedIn In-Feed Video Ads with LinkedIn’s Conversions API.
Over 9 months, LinkedIn attributed >$2M in sales to the video campaigns (an 8× ROI).
The LinkedIn report notes that 95% more conversions were captured with the API enabled.
Kashable’s team says: “Video helped us tell a story and Conversions API helped us prove its value.”
This underscores both creative impact and the need for server-side tracking with video.
Avoid these pitfalls:
As we discussed, LinkedIn video ads are not exactly long stories.
The best ones hardly exceed 15 seconds.
So, to cut through banner-blindness and actually make your LinkedIn video ads land, you can borrow Harry Dry’s copywriting rules and apply them directly to your LinkedIn video ads’ copy.
Abstract language is poison in ads and more so in video ads.
“Seamless transition” or “better way” vanish as soon as they’re heard.
“Musly Irishman” or “pitbull”?
You see them instantly.
Your audience won’t remember your abstract slogan, but they will remember an image they can picture.
Practical tip: Run your ad script aloud. If your viewer can’t close their eyes and see what you’re saying, rewrite until they can.
Empty claims like “change an industry” dissolve the moment they’re challenged.
A falsifiable line (something true or false) forces you to put your head on the block.
A footwear company, for instance, nailed it with: “Worn by supermodels in London and dads in Ohio.”
That can be proven.
It’s concrete, and it resonates.
Practical tip: For LinkedIn ads, show receipts. Cite a stat, show a client name, or point to a cultural truth your audience can check. If it can’t be proven or disproven, it probably isn’t worth running.
If your competitor could slap their logo on your copy and run it, your ad ain’t up to the mark.
Volvo once advertised: “Your car has five numbers on the speedometer. Ours has six.”
That’s differentiation one can’t fake.
Practical tip: For B2B video ads, dig into what only your product or service can claim. It could be a quirky feature, a customer proof point, or a unique painkiller you solve. If your line could be swapped with a rival’s, back to the whiteboard.
A LinkedIn scroller has about two seconds before they swipe past.
If your ad’s punchline doesn’t land by the time you count one Mississippi, two Mississippi, it’s too slow.
Rewrite shorter, sharper, and visual until the hook is instant.
By the way, here’s Harry’s full masterclass on effective copywriting.
I watched and can say it was worth it!
LinkedIn video ads aren’t cheap, but they’re unmatched when executed well.
The trick isn’t just “making a video.”
It’s scripting it like Harry Dry, designing for sound-off, and treating every second as precious.
Combine smart ad creatives with ZenABM’s ability to track company-level engagement and intent, and you don’t just get vanity metrics.
You get a direct line to the pipeline.
Try ZenABM now for free or book a demo.
