This is Moby. I run paid ads programs for B2B companies. If I don’t get client results, I get fired (rightly so).

Let me share the type of LinkedIn ads I plan to run 80% of the time in 2026: Thought Leader Ads.

In this email, you can expect:

Getting results from LinkedIn Ads are hard (read why here).

As someone who left their agency-job to go full-time as an ads freelancer… if I don’t get results, I get fired. Performance marketing indeed.

So what I’m doing is doubling down on “Thought Leader Ads”, i.e. promoting posts from personal LinkedIn profiles instead of from company pages.

Really, personal posts vs company ads - that’s the big difference? Yes, that’s the big difference on the surface.

So what? When you run ads from a human being, you get 400-600% more engagement.

What? 400-600% more engagement? Yes. Click-through rates on good normal company ads are 0.5-1%, while 4-6% clickthrough on good TL ads are normal.

How does the same ad shared from a company page vs personal profile change things? When prospects see a promoted post by a fellow human (lol), defensiveness goes down. They’re more likely to read it, and trust the message.

What happens when you run Thought Leader ads? You can expect higher engagement, so that means if you have message-market fit, you can get more leads faster.

Wait, you get more leads promoting the same ad from a profile? Yup. We spent $300 on a SaaS company’s TL ads, and got inbounds over the weekend.

Do TL Ads to be different from company ads? I usually write them to be more educational, tell stories more, and

That’s it? NO. If you run ads with posts from a salesperson, they can reach back out to Profile viewers and Post engagers to try to set up meetings. We saw a 4.9x return on LinkedIn as in 60 days with this.

Ofcourse, the standard Expectations vs Reality rules of LinkedIn ads apply.

Stuff that caught my eye. Might catch yours too.