What’s the secret sauce for B2B SaaS ads on LinkedIn? You need…

🌶️ Compelling creative. 🧂 Clear product capabilities.

These 2 case studies will show you how I helped punch up SaaS ad copy (with the help of Reddit!) and increased ad impressions by 900%.

Written by Myra Ahmed

How I helped increase LI ad impressions… with a 10x uplift. 📈

What happens when a cybersecurity SaaS dominating Europe now decides to go after the English-speaking market?

Well, you face an uphill battle. That’s a hard market to get a foothold in.

Unfortunately, this client’s LinkedIn ad campaigns were barely making a ripple. Even after consulting with demand-gen agencies like Refine Labs, the results were still... underwhelming.

That’s where I came in. 👊

I realised the problem was multi-layered. You see, their LinkedIn ads were falling into some all-too-common traps:

❌ Pitches their product as a generic all-in-one cyber solution.

❌ Focuses on broad benefits — but didn’t explain the features.

❌ Highlights vague pain points like "protect from hackers" – too generic to make an impact.

Here’s the original control ad — it was a good start:

The control ad’s performance was pretty good, for B2B standards: