LinkedIn thought leader ad examples

Google recently sued SerpApi for its unlawful scraping of search results. The same API ChatGPT has been using. Mid-Dec 2025, Google filed a lawsuit against SerpApi for scraping and reselling search data. Prior to that, in August, it was also revealed that ChatGPT was using SerpApi to pull live Google results for questions about news, finance, sports, and real-time data. OpenAI claimed ChatGPT relied on its own crawler, Bing, and licensed data. That clearly wasn't enough. Even one of the most advanced AI models needs Google's index. Which means AI search didn't replace traditional SEO. It made it more important. If your site is crawlable and indexed in Google, you're feeding ChatGPT's answers. If you're not in Google's index, AI likely can't find you either. What HAS changed from traditional SEO: Being indexed isn't enough anymore. AI doesn't browse your site like a user. It extracts structured data. If your content requires interpretation (AI has to work to understand your page), it gets skipped. You need: - Clean HTML structure - Structured markup - Direct, extractable answers (Not better writing. Machine-readable formatting) And authority still matters. AI systems still default to: - Sites with trusted, relevant, and authoritative backlink profiles - Sites with clear entity definitions If you're not structurally clear and easy to parse by AI, you're outside the system. What part of SEO do you think most people are underestimating right now? Full article linked in comments for you.

Google Search Advocate John Mueller recently dropped a bomb on Reddit and most SaaS teams completely missed it. A founder complained their site didn't show up when they Googled their own company name. Mueller's response was along the lines of: If your site name looks like a generic phrase, Google doesn't assume people are looking for you. Most people treat that like basic SEO advice. But Mueller was describing something we all need to pay attention to: entity coherence. When your brand name isn’t uniquely identifiable (or your signals don’t consistently point to one entity), Google and AI have to guess. And when they have to guess, they hedge… or pick someone else with clearer signals. This is the default failure mode in AI search. It’s why B2B tools with real traction still don't appear when buyers ask an AI platform for recommendations. Because your entities don’t reliably resolve to one canonical thing. Example: - Legal/company name: Northstone Labs - Homepage hero: Meet Northstone (company-first) - App/store listing: FlowTable - Review sites: FlowTable (category: helpdesk) - Sales decks: Northstone Helpdesk - Founder LinkedIn: Building FlowTable at Northstone Result: three primary entities (company, product, feature) competing with one another. There's no corroborating signal. No clean thread for the AI to follow. So you never make the shortlist. Same thing happens when: - your product name is what buyers use, but your website uses the company name - your listings describe a “helpdesk,” your site says “customer ops,” and your founder says “sales support” - different surfaces describe you like different tools AI agents don't reconcile inconsistencies. They work off fast, repeated corroboration: one canonical entity + clearly-stated product relationship + consistent naming/URLs across surfaces. If your SaaS feels invisible in AI search, entity coherence could be the reason. Try this in ChatGPT: “[your company] vs [competitor]” Does it describe you cleanly… or does it hedge, confuse you with something else, or default to better-corroborated alternatives?

In het begin mág het rommelen. Dat maakt een videopodcast vaak zelfs charmant. Je ziet dat iemand ergens enthousiast aan begonnen is. Maar als je podcast groeit, verandert er iets. De inhoud wordt sterker. De gesprekken krijgen meer diepgang. Je merk wordt herkenbaarder. Dan wil je niet meer dat mensen kijken naar een enthousiaste hobby. Dan wil je dat ze kijken naar een merk dat weet waar het voor staat. Je hoeft daarvoor echt geen tvproductie neer te zetten. Maar op een gegeven moment voelt een camera op een statief in de vergaderruimte gewoon niet meer als een logische afspiegeling van de kwaliteit die je levert. Dat is het moment waarop veel podcasts hun jasje ontgroeien. En dat is eigenlijk een goed teken. Het betekent dat je podcast niet langer een experiment is, maar een serieus onderdeel van je merk. Dat is het verschil tussen een podcast maken en een merk bouwen.

What do you do when the plan no longer fits the situation? 😨 Some freeze. 🤠 Some fake certainty. ⭐ But the best? They create. Real innovation begins when the playbook ends. Because there’s no script for the unknown. Only courage, curiosity and creativity. Expect the unexpected! Whether it’s a new market, a new role or a new world: Uncertainty isn’t a threat. 👉 It’s a blank canvas. When the playbook ends, creativity begins. So stop waiting for a plan. Start writing your own. #GrowthMindset #UncertaintyIsOpportunity #InnovationLeadership #BuildInPublic

Let’s talk about AI, or rather about data (quality). *️⃣ No data, no AI. *️⃣ Random data, random results. ▶️ Own your data, own your marketing impact. That’s exactly why we built the Content Catalog: To help brands create a solid marketing data foundation. A structured database to collect, enrich, and distribute everything that matters in your communication. Captions. Creatives. Variants. Metadata. Ready for humans and algorithms. If you start rethinking your marketing now, you’ll be an early mover. But you’ll also reap the rewards like one.

Delighted that we’re officially named a Finalist for the 2026 Amazon Ads Breakthrough Partner Award! This finalist recognition highlights our work using Amazon Marketing Cloud (AMC) audiences and insights as well as the Amazon Ad Tag to bridge the gap between Amazon and D2C performance. A huge shoutout to the BASE team for driving these results!

TikTok Shop w Polsce? 📱 Weszliśmy tam pierwsi. 🚀 Jako Beeffective - Digital Marketing Agency zostaliśmy pierwszym oficjalnym partnerem dla sprzedawców, oferującym usługę rejestracji sklepu na TikToku w Polsce💪 Za kulisami? Dużo konkretu: kontakt z TikTokiem, proces partnerski, prezentacja firmy, formalności, dokumenty, akceptacje i uruchomienie pierwszej usługi.📊 A to dopiero początek - pracujemy już nad kolejnymi usługami związanymi z TikTok Shop. 📩 Jeśli chcesz wejść w social commerce z partnerem, który naprawdę jest blisko tego ekosystemu, porozmawiajmy: [email protected]

Great end to the week - 2x wins at the European Paid Media Awards 2026 👏 🏆Large Paid Media Agency of The Year 🏆Best Use of LinkedIn Ads The team here are incredible… proud of us all for this achievement! Incase you missed it, we’re hiring for two roles at the moment - more info on our website.

⏸️ Pausing based on frequency alone is killing your best ads on Meta. And most brands don't know it's happening, because the ad gets switched off before the data ever shows up. A frequency of two isn't fatigue. Depending on your product, price point and how considered the purchase is, it can take several impressions (research suggests 5-7 brand impressions) before someone even remembers the message - and more again before they buy. Cut the ad early and you're often switching it off while CPA and ROAS are still healthy, before the creative's had a chance to land. You lose the winner, and you starve the account of the data that would've told you it was one 🥺 A rising frequency is sometimes good news... it can just mean Meta has found a responsive pocket of audience and is leaning into it. So frequency should trigger diagnosis, not an automatic pause. And the diagnosis is a journey, not a single number. A low hook is a different problem to a strong hook that loses people halfway. Both are different again to an ad that's working while the lp/user experience are what's actually killing performance. Read one metric in isolation and you pause the ad when you should've fixed something else. Below are some examples of how our creative strategists actually diagnose ad performance👇

I love a good deal. But even more than that, I love a good deal that delivers ROI. If you’ve been thinking about shaking up your strategy or finally getting expert help on that one thing (you know the one), now’s your chance. Through the end of the year, we’re offering "Save 26% in '26" for any new service from Be Found Online (BFO). A New Years Resolution for YOU: Make 2026 the year of doing less of the work that drains you and more of the work that lights you up. Check out the video for more information! This link is a shortcut to savings: https://lnkd.in/gxixTWav

I love me some Reddit ads. You? They break every rule of social advertising in the best way. They’re community-driven, deeply contextual, and when done right...much more effective than you might think. In my latest Big Ideas With BFO, I talk about how Reddit is its own ecosystem. And that’s exactly why it works. If you’ve written Reddit off as “too niche” or “too unpredictable,” it might be time to look again. Have you tried Reddit ads yet?

One of my very favorite jobs at Big Sea is serving as a marketing mentor to our clients. Many purpose-driven organizations rely on small marketing teams where talented people are asked to wear a lot of hats. A little outside guidance can help them clarify direction, positioning, and decision-making so their plans are more strategic and sustainable. In addition to the structured fractional CMO planning, I also get to be part of the quick-hit support — the calls, huddles, emails, and texts where we talk through the thinking behind the work in real time. Some topics I've tackled this week include: 👉 How to build a better narrative arc in an annual impact report 👉 How to sell necessary edits to an executive who doesn't love to be edited 👉 How to develop campaign creative concepts without photography of sensitive subjects 👉 How to format a workflow for better donor onboarding 👉 Whether to send an email now or wait until the new year 👉 How to spend the remaining budget for 2025 👉 Whether or not to invest in an another generative AI tool and how to roll it out to the team if so The real goal of this work is to make myself unnecessary. Helping these marketers grow into confident, strategic thinkers is the whole point (and honestly, the best part of the job is seeing them take the reigns). We call this service "Vision" and it includes both the Fractional CMO-style research, planning and strategy alongside the on-call thought-partnership for your marketing team. Want to work with me or the talented Laura Holloway in this way? We'd love to help you take your marketing to the next level in 2026 (so you don't need us in 2027). Message me, email me, comment here. (Pair Vision with our "Velocity" services and you've got both strategic guidance and a foot on the gas pedal of production.)

OTT platforms are done worshipping celebrity billboards. Now they’re buying ONLY unique stories, no more famous faces. Prices for star-driven films are down 40–50%. Meanwhile, 68% of top-performing titles in 2024 came from non-star projects. The global consumer internet & media business is forecasted to grow from $2.6 trillion in 2024 to 3.0 trillion in 2028. According to a benchmark report, Instagram’s average engagement rate dropped by 28% year-over-year, landing around 0.50% in 2025 (from roughly 0.70%) as audiences tuned out the noise. The real winners will be with the Original ideas. Not recycled noise. And Brands aren’t any different..... ❌ Influencers chase algorithms. ✔️ Thought leaders build trust. ❌ Influencers get reach. ✔️ Thought leaders get relevance. Attention is the 'real' currency Mediocrity is just inflation. The world’s biggest content industry has shifted from stars to substance. And if they’re forced to adapt… so should you. In 2026, ❌ Loud is cheap. ✔️ Unique converts. ✔️ Trust compounds. #ThoughtLeadership #InfluencerMarketing #ContentStrategy #BrandBuilding #OTT #Trust #Leadership Image Credit: To the original creator.

Cold InMails are the blunt instrument of LinkedIn. Spray 100, get 2 replies, and both say “not interested.” While most are busy pushing LinkedIn isn’t just an outreach channel. They forget to 'switch on' the visibility engine. Infact, Comments are the highest-signal visibility you can create. And Basically, you get 3 technical advantages over cold InMails: 1. Contextual Relevance Your comment is tethered to their post. That means you’re not interrupting, you’re contributing. The conversation already has buying intent signals baked in. 2. Asynchronous Trust Building Decision-makers check who engages with their content. A smart, data-backed comment lives far longer than a cold DM. It shows you’re aligned without asking for time upfront. 3. Attribution + Pipeline Tracing Unlike InMails (which die in inboxes), public comments generate engagement ripple effects with -> profile views, -> connection requests, -> and inbound DMs. These are traceable in CRM if you align with RevOps (hint: start tagging “LinkedIn Comment Origin” in HubSpot/SFDC). So, how to operationalize it? 1. Build a commenting calendar parallel to your outbound calendar. 2. Target 10–15 strategic accounts, map their execs, and engage weekly. 3. Train AEs/BDRs to comment with POV + data, not platitudes. 4. (“Great point” is invisible. “EY’s 2025 survey backs this with 61%…” is magnetic.) 5. Layer in self-reported attribution by adding “Where did you hear about us?” on forms. And.....You’ll be shocked how often buyers write “Saw your team in LinkedIn threads.” Do’s & Don’ts ✅ Do tie your comment to a business problem with insight or data. ✅ Do use comments as credibility breadcrumbs leading to DM invites. ❌ Don’t sound like a fanboy (“Totally agree!!”). ❌ Don’t hijack threads with pitches. That’s spam in public. InMails chase. Comments attract. One scales interruptions. The other scales credibility. #B2BSales #SalesEnablement #DemandGeneration #LinkedInStrategy

Advertising moves pretty fast. If you don’t stop and look around once in a while, you could miss it. “It” could be the need to redefine media inventory effectiveness by actual, outcome-based quality instead of low-cost quantity. “It” could be how we place value on CTV advertising, maturing from simply advertising on the channel to achieving higher contextual relevance, transparency, and measurability. “It” could be the difference between merely “adopting AI” and using it effectively to create true operational efficiencies and free up human bandwidth for strategy and innovation. Or “it” could be how we foster brand trust and loyalty and if we’ve moved from simple transactional personalization to a real sense of consumer (or brand) community. Once you’ve stopped and taken a good look around, you can see where we’re heading: agentic AI reshaping the industry; consumers’ desire for personalized experiences; and tailored advertising produced and deployed at unprecedented speed and scale. The opportunity—and the risk—lies in how intentionally we adapt to these changes. Make 2026 the year to act with confidence, discipline, and data-driven clarity as this next wave of advertising growth takes shape. Our 2026 Trends Report brings it all together: https://lnkd.in/gx43wjgq

As I reflect on my first full year with Best Buy Ads, one thing is clear—we’re building something special. And that’s all thanks to this amazing team! I’m thrilled to work alongside incredibly talented people who think bigger, push boundaries and show up every day ready to create the future of retail media. Together, we’re shaping an identity rooted in tech culture, innovation and performance—one we introduced to the world at our first-ever upfront, We Got Next. As we move into the new year, I’m excited to keep pushing that growth. We have a very robust roadmap that focuses on scalability, tech enablement and innovation that’s designed to drive the business to new heights. And with our continued growth in talent, I have no doubt we’ll exceed those goals. Retail and media are core to the DNA of Best Buy Ads. We’re excited to showcase many unexpected and impactful innovations in the coming year. Stay tuned, there’s lots more to come.

Friday drinks + new backlink.nl website = Happy weekend 😃 For years we had an old WordPress build by Martijn van der Pas. "Backlinks" and "Linkbuilding uitbesteden" held our top position the entire time, on content we wrote back in 2021 So we needed to be careful with the migration. We have also added country pages: 🇳🇱 🏴󠁧󠁢󠁥󠁮󠁧󠁿 🇫🇷 🇺🇸 🇧🇪 🇮🇹 🇩🇪 🇪🇸 🇦🇺 🇵🇹 🇸🇪 🇦🇹 🇨🇦 🇩🇰 🇵🇱 Backlink has gone international last year, offering placements across 15+ countries. Big thanks for all the help to: - Elis Mäekask for the new look and feel + design in Framer - Daniel Rojo (Flowboost) for help with the migration - Xavi Gaspersz and Luc Hendriks for their support on the website Have a look: https://backlink.nl/

I dag løfter vi sløret for, hvad vi har bygget på de sidste måneder 🚀 Og nej… det er ikke bare endnu et “Book prøvetur”-system. Vi har analyseret arbejdsgange, testet flows og lyttet til bilforhandlerne. For sandheden er: - Alt for mange leads bliver kolde. - Alt for mange opfølgninger drukner i hverdagen. - Og alt for mange potentielle bilhandler går tabt mellem telefonopkald, køresedler og manuelle processer. Det har vi gjort noget ved. Derfor lancerer vi nu Cardo Book. Et intelligent flow til moderne bilforhandlere, der automatisk: 🟣 Sender SMS’er 🟣 Indsamler dokumentation digitalt 🟣 Forbereder kunden inden besøget 🟣 Automatiserer opfølgningen 🟣 Skaber flere fremmødte kunder Målet er simpelt: Flere leads skal blive til flere solgte biler. Og vi tror så meget på løsningen, at hvis du ikke sælger en bil inden for 30 dage… så er det gratis! Vil du vide mere? Så se her: https://lnkd.in/eAvxRWQh

There's a gap that kills most AI initiatives. It's not the strategy. Boards love AI strategies. It's not the tools. There are plenty. It's what happens between "the board approved it" and "Monday morning in the marketing team." Someone has to decide what changes. Someone has to train the people doing the work. Someone has to set the standards so AI outputs don't look and feel like five different companies. That's not a technology problem. It's a management problem. And it's the part no vendor talks about because it's harder to package, harder to sell, and harder to measure. At Azide, this is often where the most important work happens when we partner with clients on AI. Not on the vision. On the gap between the vision and next Tuesday. That's where the real value is built. Jonas Aagaard Mortensen, Frederik Kragh, Nusha Riis Hassani, Christine Wiinstedt, Julie Christine Tranemose, Mathilde Sigshøj

Backlink just had another record-breaking month 🔥 Not only in platform revenue, but also in actual results for our Serviced clients. For around 95% of them, authority still just works. Everyone on LinkedIn is declaring links are dead. The boring truth is that authority still does the work for visibility and revenue, just like it has for years. The difference is whether you can prove it, (not with Ahrefs or Semrush estimates). That's why we built our own reporting tooling, straight on GSC and GA4 data. And our clients love it 🤩 What we keep seeing is simple: → A good link or mention doesn't lift one keyword, it lifts the whole page and everything around it → Stack enough of those in the same cluster and the entire domain gets stronger → The gains compound, every link or mention makes the next one work harder screenshot: Backlink Reporting tool.

Vi har bygget noget nyt til bilbranchen 🏎️ I videoen forsøger jeg at forklare, hvad Cardo Book egentlig er – og hvorfor det er meget mere end bare endnu et “Book prøvetur”-flow. Målet er egentlig simpelt: → Flere fremmødte kunder 📲 Bedre opfølgning 🚀 Flere solgte biler Bliv (forhåbentlig lidt) klogere i videoen 👇 Eller læs mere her: https://lnkd.in/eRFqrVrv

The moment we handed scoring to an AI model, trust collapsed. Not because the scores were wrong. Because nobody could explain why they were right. A rep would look at a score and ask: where did that come from? And the honest answer was: the model thought it looked right. That's not something you can take into a pipeline review. So we drew a hard line. AI researches the account. It reads job posts, summarizes hiring patterns, tags the buying stage. It does the work that used to cost an hour per account. But it never decides the score. The score is deterministic arithmetic. Same signals, same number, every time. Every input is named and dated. A rep can read the case in seconds and understand exactly why an account is there. That's a score that survives contact with a skeptical sales team. AI at the edge means it's an input to the score, never the score itself. The moment AI becomes the score, auditability disappears, and a score nobody can audit is a score nobody trusts. This is one of the core rules we built our scoring systems around, and it's all in The Demand Compass, launching September 3rd. 📕 If you want to read the first chapters before launch, grab a free extract at demandcompass.ai — David Moreira Founder automate rev.ops. Clay Solutions Partner, Advanced Artisan

Most B2B teams are flying blind and calling it a pipeline strategy. David Emanuel Moreira and I watched the same scene repeat for three years: Marketing defending lead quality. Sales rejecting every list. Both sides right. Both sides losing. The problem was never the people. It was the model. So we built a different one. And then we wrote it down. The 🧭 Demand Compass is the framework we've used with a lot of teams to answer the one question the MQL never could: → Why awareness and readiness live on two separate axes → Why your scoring model can't tell you who's ready right now → The four account states and the one play that fits each → How to build a system that produces pipeline without you holding it together This is the first book we have ever written. We'd love for you to read the extract and tell us honestly what you think. What landed. What didn't. That kind of feedback means a lot right now. Extract in the first comment 👇 — Hey I'm Marcos Stu Founder automate rev.ops. Clay Solutions Partner, Advanced Artisan

Who knew I was famous haha It’s always great to have conversations with our agency partners about solving client challenges - one I am loving at the moment is making OOH advertising truly accountable. I love out-of-home (OOH), but traditionally it's been all about broad reach, but what's really exciting now is that OOH has a performance element too. By building audiences and then using real-time, super-accurate footfall data to analyse how many people exposed to your OOH campaign actually went on to visit a store, you can see how hard your campaign worked. Oh, and you can also measure incrementality! Let's say you were Tesco - you could build an audience with AudienceQ of people who have visited Sainsbury's, Asda, Waitrose and other supermarkets but have not visited Tesco. You can then measure the people who were exposed to your OOH advertising and went on to visit a Tesco store, and we even measure a control group that was in range but not exposed, just to make sure the results are accurate. 💬 Drop me a note if you'd like to know more. AudienceQ | #LocationIntelligence #LocationData #Omnichannel #Measurement