LinkedIn thought leader ad examples

We’ve relaunched Fospha Measurement System, so brands can see everything, sell anywhere and move instantly. Each measurement method answers a different question. Attribution shows what moved this morning. Marketing Mix Modelling shows where next year’s budget should go. Incrementality Testing shows whether a big bet is working. The trouble starts when a team has to stitch those answers together. It takes longer, and the numbers don’t always agree. Fospha’s Measurement System puts them in one connected system, across every channel and every place a brand sells, online and offline. Our daily media mix attribution is for bottom up, tactical and granular optimization, the marketing mix model is for top down strategic decisions, and incrementality testing is there for point in time validation. Less time reconciling the numbers. More time acting on them. Speak to our team to see all three methods working in one view. Link in comments

Measure every channel the same way and budget calls get easier. Huel has been a Fospha partner for more than six years. When it started, each ad platform claimed credit for sales using its own rules. The team could calculate a blended customer acquisition cost (CAC), but not at channel level, so decisions came down to gut feel. What changed once Fospha was in place: - One consistent source of truth, built on clicks and impressions - CAC compared across every channel, like for like - A morning check of performance by channel, in one place In the Fospha Measurement System, Media Mix Attribution puts every channel, campaign and ad into one model, refreshed daily. If every platform in your plan reports a different number, speak to our team. Link in comments.

How Long Does It Take To Impact AEO? * I have previously said that while SEO takes time (3+ months usually), optimizing for AI can happen faster (days). This is partially true. * Many AI answers do not use search and do not have citations (10%-80% of answers have citations depending on how you decide which prompts to focus on). Answers without search and citations rely entirely on the underlying model's parametric knowledge. * According to our analysis of public disclosures from LLM companies, it takes at least 2 to 5 months for AEO initiatives to affect parametric knowledge. Why Does It Take So Long? * New models are released every few months. Further, new models have a "training data cutoff" which ranges from a few weeks to a few months old. So, a model released today isn't trained on data released yesterday. There is a time delay to train these new models. Why This Matters We recommend complementing strategies based on citations with parametric knowledge optimization (PKO): * Most AEO strategies focus on citations and ignore the model’s parametric knowledge, the information stored in the model’s weights. * But not all responses use search, and even when they do, the model’s parametric knowledge can shape both its fan-out queries and how it uses search results to answer. * Therefore, we should also focus on PKO, which aims to improve how models describe and recommend a brand by influencing the training set. Measurement * Rather than only measuring weekly and looking for incremental trends, also look for large discrete jumps among different model versions. * When you see a change in a new model, check our paper or the LLM to see the training data cutoff and only draw conclusions about changes you made prior to the training data cutoff. Anything after necessarily cannot have an effect until a newer model has it in its training data. * Use APIs with web search disabled to ensure responses are based only on parametric knowledge. Collect at least fifty responses per prompt. This process is needed only once per pinned model version, since the response distribution will not change as long as the prompts, system instructions, and sampling settings remain fixed. Question Has anyone experimented with ways to optimize the parametric knowledge? Paper link in the comments. + Gregory Druck Who is the primary author on this paper.

What are the top ChatGPT Ads advertisers doing differently? Last week we hosted a webinar on ChatGPT Ads with Harel and Liat from Similarweb and the great Yoav Rubin from monday.com. Here's the playbook I'm seeing on the top advertisers run: ## On targeting (this is what the image in this post is about) - IMO the most interesting insight: they found ways to target new intents that are unique to ChatGPT, ie Generative Intent. - Their campaigns are built around intent, not keywords. Eg. monday.com splits into three buckets: tool seekers (shopping for a specific tool, the closest thing to search, this can include branded terms), problem seekers (exploring a problem, before thinking about a tool), chat actions (mid-task, "build me a quarterly plan"). - The top accounts all target roughly these 3 groups of intent: a. Generative intent or "actions", this is very often pre-problem. Eg. "Paste your ChatGPT draft. Pick a template." (Resume.io), "Paste Your Notes. Get a Deck." (Gamma) b. Problem aware: "Track KPIs without the spreadsheet" (monday.com), "End Your Meeting Fatigue" (RingCentral) c. Solution aware: this covers the classic high intent prompts ("I need project management tool") but also own brand and competitor brands. In the visual, we mapped real ads from top advertisers to the categories that the ChatGPT team used in their paper that describes how people use it. ## On Creative - They run a lot of creative variety. The top 50 advertisers run a median of 191 distinct ads! (vs ~10 ads for advertisers that are only getting few impressions). - They write unique copy for the channel. Very few ChatGPT headlines match the same advertiser's Google Search headline. - They all lead with the action, not the category or the brand. Eg. monday.com's headlines start with a verb so you see what you can do and what you get: "Build a live project dashboard", not "#1 project management software". ## On Landing pages - They have a unified flow that connects copy, image and landing page, all hinting at the same action. If the ad says "build a dashboard", the page very clearly healps the user to build a dashboard. - They have dedicated landing pages that help users move their chat from ChatGPT to their product. Eg. Resume.io runs dedicated landing experiences built for the conversational context (follow Steen who has been posting some good insights) - This is also not a surprise given that we know how landing pages are a strong targetin signal as well -- If you want to learn more, lmk and I'll send you the recording and maybe a skill we are building that has our playbook built in :)

Most ads fail before they even launch. Not because the targeting’s wrong. Not because the budget’s too low. But because nobody properly stress-tested the creative. One thing we talk about constantly internally is this... "Would the ad still work if you changed: → the audience? → the funnel stage? → the platform? → the context?" Because “good creative” isn’t universal anymore. An ad that works for a warm audience on Meta might completely fail as cold traffic on LinkedIn. That’s why modern fintech marketing needs more than execution. It needs judgment. Sometimes you’ve got loads of historical data helping guide decisions. Other times, especially with reactive campaigns or offer-led campaigns, you’re working with limited data and building hypotheses instead. That’s where experience still matters massively. AI can automate parts of paid media now. But it still can’t fully understand: • audience psychology • trust signals • emotional nuance • cultural context • messaging tension Especially in fintech and financial services where customer behaviour is heavily influenced by risk perception. The best campaigns survive pressure before launch. That’s the difference between expensive creative, and effective creative. And honestly, what better example of “creative without proper testing” than the recent Colgate AI backlash?

Your paid media might be performing badly because of something that has absolutely nothing to do with paid media. After hundreds of discovery calls, you start noticing a pattern. Brands come to us because CAC is too high. ROAS has dropped. Or they cant scale. So naturally, everyone starts digging around inside the ad account. Sometimes thats exactly where you should look. Sometimes its the last place youll find the answer. People might not trust you yet. Your landing page might be losing them. Your proposition might not be strong enough. You might simply have an awareness problem. The numbers show up in paid because thats what youre measuring. But that doesnt mean paid created the problem. This is why the best growth teams know when to stop touching the campaigns and start looking at the business around them. Sometimes the smartest thing your paid media team can do is stop touching the paid media. Ross and I get into this in the clip below. Want to hear the full episode of 8 Reasons Your Paid Media Isn’t Working? Click the link in the comments below to listen.

Meta changed the rules. Again. 🤦♂️ To show DTC brands how to win anyway, we've organised a free live webinar with Influee on the 27th of October. 4 operators who run ad accounts every day will show you how to scale through every Meta change and make 2027 your most profitable year yet. Here's who's speaking and what they'll cover: → Marc Wirbeleit, 12 years as a creative strategist inside Meta: what Andromeda actually changed, and what to ignore → Sergio Zaragoza, co-founder of ViralClip: how to brief UGC creators to scale past $1M in ad spend → Erwan Liébot 🧠, founder of OhMyGads: how to localize UGC ads for 5 markets → Stefano Mazzei, co-owner of Cosma: how many creatives you need to find a winner in 2027 By the end, you'll know exactly what to change in your ads, briefs, and testing so 2027 becomes your best year yet, not another year of chasing Meta updates. 🎙️ How to win in paid social as a DTC brand in 2027 📅 Tuesday, 27 October ⏰ 17:00 CET / 12 PM ET / 9 AM PT 🎤 Moderated by Sebastian Novinsek, co-founder of Influee 💻 Live online, free Save your free seat here 👇 https://lnkd.in/ezTxKysP

To spend a $1,000,000 on Meta ads, you only need one thing... and honestly... you already know what it is. If you want to fix it once and for all, sign up for our live webinar: https://lnkd.in/eyA9nkEE

Extremwetter und gestörte Lieferketten stellen den Maschinen- und Anlagenbau vor völlig neue Herausforderungen in der Risikobewertung. In diesem kurzen Clip gebe ich Ihnen Einblicke, warum wir das Thema Prävention neu denken müssen und welche Rolle ein transparentes Risikomanagement dabei spielt. Lassen Sie sich inspirieren und teilen Sie Ihre Einschätzung dazu gerne in den Kommentaren.

Im Mittelstand fehlen im Alltag oft die zeitlichen Kapazitäten, um komplexe Versicherungsthemen permanent im Blick zu behalten. Im Video spreche ich darüber, warum reine Beratung heute nicht mehr ausreicht und wie aktives Mitmanagement Unternehmen spürbar entlastet. Schauen Sie rein und erfahren Sie, weshalb ein tiefes Branchenverständnis hier den entscheidenden Unterschied macht.

Ingen tvivl om, at de bedste projekter opstår, når dygtige mennesker arbejder tæt sammen om at føre en idé ud i livet. Det mangler der vist ikke beviser for, men skulle du alligevel trænge til at få det understreget, så er vores samarbejde med Lyngby Storcenter et rigtig godt eksempel. I det hele taget er samarbejdet, som vi (og især Dorte) gennem årene har opbygget med teamet hos DSC - Danske Shoppingcentre for mig et klokkeklart billede på, hvor meget vi alle har at vinde ved at give relationer og samarbejde mulighed for at udvikle sig over tid. Den gensidige tillid, de høje ambitioner og den fælles vilje til at skabe noget, der holder i længden, er i hvert fald for os med til at gøre samarbejdet til noget særligt. Vil du se, hvordan vi har opdateret skiltningen i Lyngby Storcenter, har du muligheden lige her: https://lnkd.in/efQs77Nh

Last week was one of the most enjoyable in my entire time building Bounce Insights 🇮🇪👇 We flew every team from around the world into Ireland for our annual company retreat to celebrate the best year we've ever had and to align on where we want to go. We also got to go deep on what we believe makes a great company and our promise to everyone who decides to join us on this journey. A mix of wood-fired cabins, kayaking on the lake, trail runs, saunas, hot tubs, an overly competitive Bounce championships, plenty of pints and a lot of laughs. Three days of celebration and relaxation for a group that has achieved so much in such a short space of time, before we go into what is always the busiest four months of the year to close out 2026 🚀 For Rónán, Josh, Brandon & I, it's rare we get to stop and take it all in. Feeling as motivated as we did on day one - thank you to every person who's helped us get here, our gratitude is at an all time high. P.S. A special shout-out to the whole team at CABÜ; they were genuinely incredible and made the whole experience unforgettable for us ❤️

Naturally, we focus a lot of our attention at Bounce Insights on product feedback, but there’s no better feeling than receiving this type of email. That feeling is extra special coming from our US-based clients. That’s because I relocated to the US last year to drive our expansion efforts there and build the team, something many European based businesses fail at doing. One of those hires was Grace Poulos, an absolute rockstar who we hired off the back of a strong referral and the below feedback is something we hear every week from the clients she supports. An expert in juggling multiple projects at once, she “handled all of it beautifully” and was "truly a blessing”. Our researchers are just as important as the technology we’ve built over the last seven years, they unlock incredible value for our clients and do things AI simply cannot. Research is a strangely emotional business, and we have some of the highest EQ employees in our team ❤️ We’re also hiring ✌️

GEO is becoming the red dot of 2027 marketing plans. Everyone wants one. Not everyone knows why.

7# Road to UTMB Index 800 ⛰️ 🥇Une belle 1re place en famille ce week-end sur le relais du trail de Reims (90 km) ! Bravo à Julie Belhamri, Thomas Belhamri et Guillaume Belhamri qui ont tous assuré 👏 Ce dossard, c’était avant tout l’occasion de se retrouver tous ensemble et de partager un bon moment en famille à la maison, chez les parents 🫶 Cette course a également marqué le début d’un dernier bloc d’entraînement spécifique pour mon objectif principal du second semestre. L’objectif est le suivant : sub 2 h 20 sur le format 33K & 700D+ du trail de la Veni Vici (Uzès → Pont du Gard) le 7 novembre 2026. Un format très roulant et nerveux, déjà hâte d’y être ⚔️ Pour ceux que ça intéresse, mon Linktree est accessible en haut de ce post, via le lien "Accéder à mon site web". Il vous permettra : - D'en savoir plus sur la raison d'être de mon projet "Road to UTMB Index 800" (Manifeste) ; - D'accéder au détail de mes entraînements (Strava) ; - De suivre l'aventure de plus près en images/vidéos (Instagram). À bientôt, Nicolas.

Working with Nordic agencies for over 5 years, I heard a lot of "No we don't do Marketplaces, they are just not popular here". The tune seems to be changing though, with Marketplaces starting to become a new growth area for marketing agencies across Europe, both in Spain, France and Italy where they are already huge, but also across Northern Europe. Throughout the Agency Breakfasts across Europe this year (8 and counting) there has been a common theme, and that is that the use of Marketplaces as a channel is becoming increasingly popular - especially since these channels act as another source of data that can feed the Agentic Search models and bring in new consumers 🛍️ Let us know over on Reddit, what role is Marketplaces playing in your Agency strategy now and for 2027, and how has this changed? Join the conversation 👉 https://lnkd.in/eiY4geAK

What's the challenge for the human condition post-AI? I believe it's the search for meaning. We already see rising rates of depression among people with a historically unparalleled quality of life. What happens when AI makes productivity available for free to everyone? Alexis Daniels Stein, founder of TalkPilot agrees that -- somewhat ironically-- the biggest crises of AI-provided abundance will emerge from people searching for meaning that's been replaced. This question went deep, but learning about how Alexis is building an AI copilot that helps you better communicate was really interesting. Join Amanda and me for the latest episode of How I Grew this for this fascinating conversation. https://howigrewthis.com/ Branch

Tuntuu, että tää syksy on nyt yhtä ekaa kertaa! 🤓 Vähän aikaa sitte pidin webinaarin B2B-markkinoinnin kohtaamispisteistä ja tätä samaa aihetta liippaa mun elämäni eka blogi. Saatan olla vähän puolueellinen, mutta lukusuositus kaikille teille, jotka haluatte olla paremmin mukana teidän asiakkaiden ostopolulla. Koska, B2B-markkinoinnin arvo ei lopulta synny siitä, kuinka monta kertaa asiakas kohtaa yrityksen. Se syntyy siitä, mitä nuo kohtaamiset saavat asiakkaan päätöksenteossa aikaan.

Tukeeko teillä markkinointi myyntiä? Mä oon tutkinu tässä syksyllä kymmenien B2B-yritysten digitaalisia ostopolkuja ja käynyt niihin liittyen yhtä monta keskustelua yritysten päättäjien kanssa. Tosi monessa tapauksessa on törmätty samaan ongelmaan: tarjouspyyntöjä tulee, mutta kaupat menee kilpailijoille. Yks syy tähän voi olla, että asiakkaan ostopolulle päästään liian myöhään. 6sense* on tutkinut asiaa, ja tutkimuksen löydös oli, että 95 %:ssa B2B-ostoista voittanut toimittaja oli mukana asiakkaan alkuperäisellä shortlistalla jo ennen ensimmäistä yhteydenottoa. Asiakas on voinut tutustua eri ratkaisuihin ja yrityksiin jo pitkään ennen kuin tekee ensimmäistäkään yhteydenottoa ja valinnut suosikkinsa. Kun omien suosikkien kanssa on määritetty tarjouksen speksit, pyydetään vielä muutamalta muulta tarjous vain siks, että nähdään, ovatko hinnat about samalla hehtaarilla. Tästä päästään siihen, miks markkinointia pitää tehdä koko asiakkaan ostopolun matkalle. Jos markkinointi keskittyy vain niihin, jotka on jo valmiita ostamaan, saatetaan päästä kyllä tarjouskilpailuihin, mutta ei asiakkaan suosikkien joukkoon. Mä oon pitäny tästä aiheesta webinaarin ”B2B-kasvu syntyy kohtaamispisteissä”. Joten jos se on vielä kuuntelematta, niin mitä sä vielä venaat? Tässä ois linkki: https://lnkd.in/djDDsE48 *linkki kommenteissa

One of the things I pay closest attention to in communications reporting is whether the conclusion actually matches the evidence. A big number can look impressive without telling you very much. Fifty pieces of coverage can mean something very different depending on where they appeared, who they reached, whether the right messages came through, and how much of that coverage was actually original versus syndicated. The same discipline applies when we connect communications to website activity, pipeline, or AI visibility. Those signals can add valuable context. The important part is being clear about what we observed, what the evidence supports, and where we still have uncertainty. That is what credible measurement looks like to me. It gives leadership a more accurate view of what is working and gives the communications team a stronger basis for deciding what to do next. In the third video in The New Rules of Communications Measurement, I talk about the signals I think matter most and how I evaluate whether communications reporting is actually useful.

Professional services folk, listen up! No-one is choosing a solicitor or an accountant in the same way they pick a brunch spot*. They’re usually trying to solve something expensive, stressful or seriously outside their own area of expertise. Many of these people are asking AI tools (like ChatGPT) to help them narrow down their options. At AB Brand and Marketing Agency | Certified B Corp™, we’ve been looking at more than 1,600 AI answers, and the pattern is super interesting. When AI is asked about a firm by name, it usually knows who they are. But when it’s asked a broader question, like ‘which firm should I choose?’, those same firms often don’t appear. You might be brilliant, with lovely clients, years of experience and a great reputation. But if your website is a bit vague or too thin, then you’re making it so much harder for both humans and AI tools to understand why you should be recommended. Now the good news is, this is fixable, and it doesn’t mean churning out 47 new blogs. It usually just means getting your existing content to work harder. This means clear service pages, useful answers to common questions and proof of your great work. Basically…helpful content (nothing new here!) Conveniently, its also the kind of content that helps AI tools understand what you do and why you're worth recommending. That’s exactly what our AI visibility diagnosis helps with. It shows which questions your business isn't appearing for, which competitors are showing up instead and where your content could be improved. You can find out more here 👇 https://lnkd.in/eNez6bpa (*If you do want to choose a brunch spot, this photo was taken at Veg Box on Exeter Quay – these pancakes were excellent!)

You can change nothing in a PMax campaign and still watch its performance change. What actually governs it is what the rest of your account leaves on the table. Costs rising, conversions flat. The campaign was fairly constrained and had spent months serving almost exclusively in Shopping, so a cost spike under a strict ROAS target made no sense to me. The channel split showed Search. A channel that campaign had barely touched, now taking cost and bringing back close to nothing. Nobody had touched a setting in it that month. The cause sat one campaign over. My exact match Search campaign had stopped delivering the orders it used to, so the decision was to tighten it and raise its ROAS target. What followed: ➡️ The Search campaign went limited ➡️ It started using roughly half its budget ➡️ It stopped entering a chunk of auctions it used to win ➡️ PMax noticed the gap and filled it This took me considerably longer to work out than the label case, because the whole time I was looking inside the wrong campaign. So when a PMax campaign changes behaviour on its own, do not start in PMax. Start with whatever you constrained somewhere else that week. Free PMax Script plus a PDF with the six cases where it saved or made real money on client accounts: https://lnkd.in/diNSkSKx