Showing your "book a demo" ad to people who've never heard of you
New to LinkedIn Ads? It's tempting to lead with your hardest ask everywhere. But a stranger isn't ready to book a sales call — that's like proposing on a first date.
Firing bottom-of-funnel offers ("Get a demo") at a cold audience gets low clicks and sky-high costs.
The fix: match the message to the relationship. Cold audiences get something easy and useful — a guide, a short video, a stat. Save "book a demo" for people who already engaged (warm retargeting audiences).
Think of it like dating: coffee first, big commitments later.
Why it matters: the right ask at the right moment costs far less.
Next step: create one soft, helpful ad aimed only at cold audiences.
B2B Lever
@B2BLever