LinkedIn video ads have rapidly emerged as a powerful tool for B2B marketing and lead generation. When executed strategically, video advertising on LinkedIn can build trust, warm up prospects, and significantly increase conversions for both cold outreach and retargeting campaigns. In this in-depth guide, we’ll explore actionable strategies, proven tips, and expert examples to help you succeed with LinkedIn video ads, whether you’re building your first campaign or ready to refine a complex funnel. Along the way, you’ll find practical insights for crafting engaging video content, segmenting your audience for maximum relevancy, and using video to humanize your brand at every stage of the buyer journey.
Based on the original video:
Why LinkedIn Video Ads Are a Game-Changer for B2B Marketing
LinkedIn is a social network purpose-built for professionals, making it a goldmine for B2B marketers. Video content, in particular, unlocks unique advantages in this ecosystem:
- Engagement Tracking: Unlike simple clicks, video ads reveal how much content your audience actually consumes. LinkedIn allows you to retarget users based on the percentage of video watched (25, 50, 75, or 97 percent), providing nuanced signals of interest.
- Humanization: Video puts real faces and personalities behind your message, helping viewers connect with your brand and your team on an emotional level.
- Funnel Flexibility: Video can be used for cold introductions, educational explainers, case studies, testimonials, and high-intent retargeting—all in a single campaign architecture.
Let’s dive deeper into how to maximize these benefits with a proven LinkedIn video advertising structure.
Building a Full-Funnel LinkedIn Video Ad Strategy
To extract the most value from LinkedIn video ads, you’ll want to go beyond a one-and-done campaign. Instead, build layered video funnels that segment and guide your audience from cold awareness to sales-ready conversations. Here’s how.
Step 1: Use Video Engagement for Smart Retargeting
LinkedIn Campaign Manager makes it easy to retarget based on video engagement. Start by navigating to Account Assets > Matched Audiences, then create a new audience from video viewers. You can select the specific video and engagement threshold (25, 50, 75, or 97 percent watched).
This allows you to design funnels such as:
- Launch a cold video ad focused on pain points or industry challenges to grab attention.
- Set up retargeting for viewers who watched at least 50 or 75 percent, indicating strong interest.
- Move these engaged viewers into a warmer ad sequence with deeper educational content, product solutions, or customer proof.
The result? You segment highly engaged prospects and serve them tailored follow-up videos, increasing the likelihood of conversion while optimizing ad spend.
Step 2: Design Multi-Touch Video Funnels
Instead of relying on a single video format, structure your LinkedIn campaigns with layers of varied content and creative. For example:
- Cold Layer: Short, attention-grabbing videos addressing prospect pain points.
- Middle Layer: Educational videos, case studies, and testimonials that establish your expertise and credibility.
- Hot Layer: Meet the team or founder videos, offering authenticity and building personal connections before a sales call.
You don’t need to send every viewer to a landing page immediately. Instead, let video engagement signals dictate when and how you deepen the relationship.
Step 3: Humanize the Brand Experience
What truly sets high-performing LinkedIn video ad funnels apart is the ability to make your B2B brand relatable and trustworthy. Highlight your team, feature real customer stories, and share founder perspectives. Even simple “meet the team” videos can help prospects feel more comfortable reaching out or booking a call, dramatically reducing the trust barrier.
For instance, a sequence might include:
- An interview or case study with a happy client
- A founder video explaining your mission and backstory
- Behind-the-scenes clips introducing team members, filmed casually in Canva or other tools
These touches are especially powerful in retargeting layers, where familiarity can be the push needed to move a prospect from consideration to commitment.
Retargeting on LinkedIn: Moving Beyond the Click
Traditional digital advertising often relies on clicks and web analytics to gauge interest. However, these metrics have limitations. For example, a high click-through rate might not reveal how much attention your message actually receives beyond the headline. Bounce rates and site time can help, but are often ambiguous metrics.
LinkedIn video ads solve this problem by providing an engagement ladder. If someone watches 75 or even 97 percent of a multi-minute video ad, you know they’re more than a mildly curious visitor—they’re actively interested in your content. With these insights, you can create retargeting audiences that mirror your highest-intent prospects, and you’re no longer guessing about fit or readiness.
Sample LinkedIn Video Ad Funnel: From Awareness to Action
Let’s break down an example video ad funnel inspired by real campaign structures:
- Cold Touch: A concise video addressing common pain points or unmet needs in your target market. The goal is attention and top-of-funnel engagement—not sales pitches.
- Engagement Retargeting: If viewers watch more than 50 percent, retarget them with a second video providing in-depth solutions, approaches, or a glimpse into your expertise.
- Proof Layer: For those who watched the majority of the first two videos, serve up case studies, testimonial videos, or founder/team introductions. Humanize your offering and address remaining doubts.
- Conversion Push: For highly engaged viewers, present a call-to-action video (such as “book a call”) to drive sales appointments or demos.
This graduated approach ensures only your most qualified leads see your highest-value offers—saving you money and increasing ROI. Multiformat touches also make your brand more memorable and trustworthy.
Humanizing Your Brand with Team and Founder Videos
Personal connection is the secret ingredient to overcoming the “faceless vendor” perception in B2B marketing. Simple “meet the team” or “meet the founder” videos, even if made in Canva or recorded informally, work wonders by:
- Putting a human face to your offer
- Creating emotional comfort and openness with potential buyers
- Building trust, credibility, and the sense of partnership
Prospects who see the people behind your business are more likely to reach out, book meetings, and become long-term clients.
Timing and Recency: 30 Day and 90 Day Retargeting Cycles
It’s important to segment your audiences by engagement recency, serving different content based on where they are in your funnel. Typical structures include:
- 90-Day Retargeting: Target users who’ve engaged anytime in the past three months—great for nurturing longer sales cycles.
- 30-Day High-Intent: For those who have engaged much more recently, tailor content and calls to action for audiences primed to convert.
You can rotate testimonial, expertise, and hard “book-a-call” videos through these cycles to maximize their impact as buyers progress closer to decision.
Best Practices for LinkedIn Video Ad Creative
Sharp creative can make or break your video campaign’s performance. Follow these principles for maximum engagement and conversions:
- Grab Attention Early: The first few seconds are critical. Start with a strong hook or pain point.
- Keep it Concise and Valuable: Most winning videos are 1–2 minutes. Focus on practical tips, customer proof, or a clear message.
- Add Captions: Many users browse LinkedIn with sound off. Use dynamic captions, ideally in multiple languages.
- Use Real People: Featuring team members or customers increases relatability and trust.
- End with a Call to Action: Always close videos with next steps—book a call, visit your website, or download a resource.
For more detailed optimization, review these five practical tips for improving video performance on your website, which also apply to LinkedIn and other digital channels.
Integrating Social Proof and Expertise in Your Video Funnel
Including testimonials, interviews, and case studies in your ad funnel is crucial for credibility. Viewers trust peers and real success stories far more than pure sales pitches. A well-structured campaign might include:
- Short video snippets of client testimonials strategically placed in the retargeting layer
- Case study highlights that focus on measurable outcomes, not just service features
- Expertise videos where team leads explain solutions, share industry insights, or answer FAQs
This approach positions your brand as a trusted advisor rather than a cold vendor.
Leveraging Video Tools for Scalable Campaigns
Today’s marketing landscape offers a range of tools to ensure your LinkedIn campaigns are efficient and scalable. Tools like Weezly Capture enable you to record personalized onboarding, walkthroughs, and sales messages, integrating directly with scheduling and analytics for seamless hand-offs from ad view to booked meeting. By embedding direct booking calls-to-action alongside video, you reduce friction for prospects ready to advance.
Turning Engagement into Meetings: The Conversion Connection
One of the key goals of B2B video advertising is driving high-quality meetings. Once prospects reach high-intent buckets (recent video watchers, website visitors, and retargeted audiences), nudge them toward direct calendar bookings. Use videos that:
- Summarize your value proposition concisely
- Offer a compelling reason to schedule a call (exclusive audits, demos, or consultations)
- Provide clear, easy scheduling links—ideally right next to your video for instant action
If your LinkedIn conversations progress to direct messaging, integrating solutions like Weezly Connect can help you seamlessly continue the conversation. With features such as in-chat scheduling, AI sales intelligence, and video or voice messaging, you can keep prospects engaged and organized without leaving LinkedIn. This is especially valuable for teams doing relationship-based selling and networking on the platform.
Bringing It All Together: Multi-Touch Campaign Orchestration
The most successful LinkedIn video ad strategies combine creative excellence, detailed targeting, and a cohesive multi-touch funnel. Always monitor performance by creative format (video, testimonial, expertise), audience segment, and time window (cold, 30-day, 90-day). Continuously refine your messaging and sequencing based on results.
For context, many marketers find video far easier to execute in remarketing layers, since these prospects have already had touchpoints and are familiar with your brand. The pressure to be “perfect” is lower, and authenticity trumps polish. For cold outreach, prioritize engaging, “edutainment” content that showcases expert understanding of pain points and provides actionable solutions.
Key Takeaways for LinkedIn Video Ad Success
- Leverage engagement-based audiences to filter for high-intent prospects using video watch metrics.
- Humanize your B2B campaigns with real faces, founder messages, testimonials, and “meet the team” videos.
- Structure creative and follow-up by engagement recency (e.g., 30 versus 90-day retargeting) for relevant messaging.
- End videos with clear calls to action, and embed easy booking or contact options for “hot” audiences.
- Continuously test creative formats, audience segments, and funnel layers. Let data guide optimization.
- Tools like Weezly Capture and Weezly Connect can streamline video scaling, engagement, and relationship management within LinkedIn.
To enhance your social video game even further, don’t miss these YouTube marketing tips for small business growth, which offer tactical advice for multiplying your video content’s impact on and off LinkedIn.
Frequently Asked Questions
How do LinkedIn video ads help with retargeting?
LinkedIn video ads let you create retargeting audiences based on how much of a video viewers watched (25, 50, 75, or 97 percent). This means you can focus your follow-up ads and outreach on users most engaged with your messaging, increasing conversion rates and ad efficiency.
What types of video content work best for B2B LinkedIn ads?
High-performing LinkedIn video ads include attention-grabbing cold intros, testimonial or case study videos, founder and team introduction content, and concise expertise explainers. Mixing these formats across funnel layers helps nurture leads and build credibility.
Should I use video ads for cold audiences or just retargeting?
Both have value. Video can capture cold audiences with strong hooks and pain point content, but excels in retargeting where prospects need trust-building and education. Start with remarketing for an easier win and experiment with cold video for top funnel visibility.
How do I move LinkedIn video ad viewers into meetings?
When leads have shown high intent (e.g., watched 75 percent+ of several videos), use CTA videos pushing for direct booking. Embedding calendaring links or using tools like Weezly Scheduling can streamline this step for ready-to-buy prospects.
What tools make scaling LinkedIn video campaigns more effective?
Video platforms like Weezly Capture facilitate fast video creation, analytics, and integration with scheduling, while Weezly Connect adds inbox organization and scheduling directly inside LinkedIn for seamless relationship management.
