LinkedIn
LinkedIn Thought Leader ads
LinkedIn ads that promote a post from a person, such as a founder or an employee, rather than from the company page.
What it is
The post keeps the person's name and face, and the company pays to show it to a chosen audience.
Why it matters
For lead generationPeople engage more with people than with brands, which suits B2B companies whose leaders have something to say.
In practice
Pick posts that already resonate, get the author's approval, and target the buying committee.
A common mistake
Promoting posts that read like company announcements, which loses the personal voice that makes the format work.
All terms