LinkedIn Ads Aren’t Just for Lead Gen: Positioning via Paid Thought Leadership
Paid Social Strategy, LinkedIn Ads, Thought Leadership Marketing, B2B Positioning, Executive Branding Tom Sullivan Paid Social Strategy, LinkedIn Ads, Thought Leadership Marketing, B2B Positioning, Executive Branding Tom Sullivan

LinkedIn Ads Aren’t Just for Lead Gen: Positioning via Paid Thought Leadership

LinkedIn Ads have long been treated as a B2B lead generation tool—but that’s only scratching the surface. Savvy marketers are now using paid campaigns to establish brand authority and elevate executive presence. In this post, we explore how to unlock LinkedIn Ads as a strategic platform for paid thought leadership, increasing visibility, trust, and positioning in competitive industries.

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The Algorithm Isn't Your Audience: Crafting Paid Social Ads That Impact Humans
Paid Social Strategy, Paid Social Creative, Audience Targeting, Psychographic Targeting, Social Media Advertising, Ad Campaign Optimization Tom Sullivan Paid Social Strategy, Paid Social Creative, Audience Targeting, Psychographic Targeting, Social Media Advertising, Ad Campaign Optimization Tom Sullivan

The Algorithm Isn't Your Audience: Crafting Paid Social Ads That Impact Humans

It’s easy to fall into the social advertising trap: optimise to win the algorithm, measure for the platform, design for the machine. But here’s the truth: the algorithm isn’t your audience. People are. Their hopes. Their problems. Their attention and emotions. If our creative, targeting and messaging treat algorithms as the star instead of humans, we risk building campaigns that perform “by the book” yet fail to resonate, motivate or convert. In this article we’ll explore why you must centre humans — not the algorithm — in your paid social ads, how to build meaningful human-first creative and strategy, and practical steps you can implement immediately to align your campaigns with real people. Because when humans win, algorithms follow.

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