What to Do When Your LinkedIn Ads Aren't Working

Your ads aren't performing. Don't panic. Here's how to diagnose and fix the problem.

Step 1: Define "not working"

Is CTR too low? (Below 0.3%)
Is CPC too high? (Over $20)
Are conversions down? (Below 3%)
Is CPL too expensive? (Above target)
No leads at all? (Major issues)

Step 2: Check the basics

Are ads actually running? (Sometimes they pause)
Is budget being spent? (Low daily budget limits delivery)
Are there errors or rejections? (Check notifications)
Is tracking working? (Test conversion tracking)

Step 3: Audit your targeting

Too narrow? (Under 50,000 people)
Too broad? (Over 1,000,000 people)
Right job titles? (Verify with sales)
Right industries? (Some perform better than others)
Right seniority? (Match to decision-makers)

Step 4: Review your creative

Is it attention-grabbing? (Test in your own feed)
Does copy match image? (Disconnect confuses people)
Is the benefit clear? (Can someone understand in 3 seconds?)
Is CTA compelling? (Specific and action-oriented?)
Is it mobile-friendly? (Check on phone)

Step 5: Analyze your offer

Is it valuable enough? (Would you sign up?)
Does it match buying stage? (Free trial for early-stage won't work)
Is friction too high? (Too many form fields?)
Are expectations clear? (Know what they're getting?)

Step 6: Check your landing page

Does it load fast? (Under 3 seconds)
Does message match ad? (Consistency critical)
Is form too long? (Fewer fields = more conversions)
Is it mobile-optimized? (Most traffic is mobile)
Is path to conversion clear? (Remove distractions)

Step 7: Look at timing

Are you new? (Need 7-14 days for algorithm to learn)
Did something change recently? (Coinciding with drop?)
Is it seasonal? (Some times of year perform differently)
Are competitors doing something? (Market changes affect you)

Step 8: Compare to benchmarks

What's typical for your industry?
How did your own past campaigns perform?
Are expectations realistic?
Do you need more time/data?

Common causes and fixes:

Low CTR → Refresh creative, test new headlines
High CPC → Adjust targeting, improve relevance
Low conversions → Fix landing page, reduce friction
Wrong leads → Refine targeting, adjust messaging
Ad fatigue → Rotate new creative

Quick wins to try:

Simplify your offer
Shorten your form
Test new images
Rewrite your headline
Narrow your audience
Increase your budget
Add urgency
Include social proof

When to get help:

You've tried fixes with no improvement
You're out of ideas
Budget is significant
Stakes are high
Time is limited

When to pause:

Performance catastrophically bad (10x target CPL)
Budget running out with no signs of improvement
Need to regroup and plan differently
Product/market fit issues

When to stay the course:

You're seeing gradual improvement
Still in learning phase (under 30 days)
Small sample size (under 50 conversions)
Seasonal dip that's temporary

Stirling can help troubleshoot creative issues quickly. Generate fresh ad variations when current ones aren't performing and test new angles without starting from scratch.

Not every campaign works immediately. Systematic troubleshooting usually reveals the problem. Fix one thing at a time and track what changes.