LinkedIn Ads Strategy: The Echo Chamber Method

by Ryder Meehan | Feb 7, 2024

LinkedIn Ads is almost undeniable as the most direct channel for reaching niche B2B sales leads at scale. With professional work profiles of millions of users in a work-minded setting, there is no better place or time to get in front of qualified buyers.

But it’s also expensive and highly competitive. High cost-per-click (CPC) means that a click can easily cost $10, $20, or sometimes $50.

So, how can advertisers still make the numbers work with these types of traffic costs? Especially if they’re converting clicks at an average 2% rate?

The answer is simple: Help LinkedIn make its platform more desirable to users. Lean into LinkedIn’s (and all social media platforms) desire to engage and entertain users while keeping them on longer and coming back more frequently.

We do this by adding massive value to the target audience through more content, more variety, and more valuable information sharing. The result is CPC that is 70-80% lower than direct lead generation-only traffic, and the ability to reach users much higher in the consideration funnel. You’ll also have the benefit of much higher reach and the brand-building that comes with it, as you profitably generate leads.

It’s a LinkedIn Ads Strategy we call The Echo Chamber Method.

In this post, we’ll cover how it works and how to set it up for your campaigns.

But first, let’s take a step back to think through why users come to LinkedIn and look at their feed in the first place.

LinkedIn users log onto the platform for a variety of reasons…

Checking out updates from their network and news in their industry
Checkout out advice from influencers that they follow
Scoping out new job opportunities or networking to get a referral to a new job
Salespeople and consultants looking to make connections

Note: nobody comes onto the platform to see ads! But are ads are for the users checking out updates and news in their industry.

Users are actually actively setting their vision to be “ad-blind,” so they don’t even focus their eyes on ads. But that’s, of course, IF they can tell the post is an ad.

Following me so far?

Ok, so how do we get around this?

We incorporate more native ads.
We use a greater variety of ads, so they aren’t familiar with them.
We use a greater variety of ad formats to appeal to a bigger audience (some like video, some like downloads, etc.)

To visualize the experience, let’s go through an example of a series of ads a user might see:

First, imagine you keep seeing the same ad that wants you to book a meeting again and again.

Now, imagine you’re scrolling LinkedIn and see an ad like the first one. And the next day you see the second one. Then you see a third. The fourth time, you actually click on it. Then, on the fifth one, you may actually download something because you “keep hearing about Upgrow”. Now you liked the download and the next day you see some more ads, finally you book the meeting because you’ve heard so many good things about Upgrow 🙂

Better experience, right? Maybe you didn’t like our first offer, or you never watch videos, or you care more about Google Ads than SEO. More bait, more fish.

So, how do we go about setting this up?

Audience Targeting

Audience targeting remains a critical component, but on LinkedIn, you have access to a unique pool of professionals. Consider these aspects:

Cold Audiences: When warm audiences are limited, target cold audiences based on professional characteristics like job titles, industries, and skills. Aim for an audience size of 50,000 to 100,000 to achieve optimal results.
- Segment and group them into logical themes so that you can serve them more relevant ads and offers. For example, we have a Tech Executives audience that sees ads about our offers specific for tech lead generation, and a separate one for Nonprofit Marketers.
Warm Audiences: If you have significant warm audiences, such as email subscribers or website visitors, target them. These are individuals who have already interacted with your business and may recognize your brand.
- If you have the audience size to support it, you’ll also want to create multiple warm audiences. For example, a group of people that simply visited the website and another that got all the way to a thank-you page.

Ad Structure and Strategy

In the LinkedIn Ads Echo Chamber Method, you aim to have roughly 12 ads divided into four different categories. These categories serve specific purposes in engaging your audience effectively. Let’s break down each category:

1. Value Ads (3 ads):

Value ads are designed to help your prospects achieve something they want or avoid something they want to steer clear of.
They should provide valuable information or insights.
Examples could include how-to videos, tips, and guides.
Diversify the content format within this category.
Example Value Ads
- Value Ad 1: Ultimate Guide Download PDF or Link
- Value Ad 2: Information Video that Adds Value (even without purchasing your solution)
- Value Ad 3: Research or Industry Report Download

2. Demonstration Ads (3 ads):

Demonstration ads showcase how your product or service works.
They help potential customers understand your process.
Use various formats to demonstrate effectively.
Example Demonstration Ads
- Demonstration Ad 1: Platform Walkthrough Video
- Demonstration Ad 2: Case Study Download PDF
- Demonstration Ad 3: Free Tool or Access

3. Testimonial Ads (3 ads):

Testimonial ads build trust by showing that others have achieved great results with your product or service.
Include feedback or endorsements from previous clients.
Use a mix of formats, including videos, images, and text.
Example Testimonials:
- Testimonial Ad 1: Video featuring a satisfied client
- Testimonial Ad 2: Carousel with a variety of client testimonials
- Testimonial Ad 3: Static image ad for a big-name client testimonial

4. Call to Action Ads (3 ads):

Call to Action ads prompt your audience to take specific actions, such as signing up for a service, purchasing a product, or attending a webinar.
Each CTA should be uniquely different and may vary the offer, ad copy, ad content, and ad format.
Example CTAs
- Call to Action Ad 1: Direct Sales Explainer Video with a Book a Meeting CTA
- Call to Action Ad 2: Product Overview Video with a Start a Free Trial CTA
- Call to Action Ad 3: Static Image Ad with a Start a Free Trial CTA

Ad Format Diversity:

While videos are often preferred, consider mixing formats to cater to various audience preferences.
Formats could include videos, carousels, images, text posts, and more.
The choice of format should align with the content and purpose of each ad.

Customization:

Customize the content and format of these ads based on your business type and audience.
Focus on what will resonate most with your potential customers.

By structuring your ads into these four categories, you create a well-rounded LinkedIn Ads campaign that provides value, educates, builds trust, and encourages action. Remember to adapt this structure to your specific business needs and audience preferences.

Conclusion

LinkedIn Ads is competitive. It’s expensive and also noisy. This method works to combat all of this. Check out our own LinkedIn Ads case study results if you don’t believe me:

4X higher CTR
+78% lower cost-per-lead
+40% lower cost-per-meeting
+200% meetings booked

Want help building your own LinkedIn Ads Echo Chamber campaigns to start seeing results like these? Let’s talk.

What is the Echo Chamber Method in LinkedIn Ads?

The Echo Chamber Method focuses on adding value to the target audience on LinkedIn by diversifying content, ad formats, and information sharing. This approach aims to lower cost-per-click (CPC) rates significantly and reach potential customers higher in the consideration funnel, leading to more effective brand-building and lead generation.

Why is LinkedIn considered the best platform for B2B sales leads?

LinkedIn hosts millions of professional profiles in a work-minded setting, making it an unparalleled channel for reaching niche B2B sales leads at scale. The platform’s professional environment offers a direct route to get in front of qualified buyers.

How can advertisers manage high CPC on LinkedIn Ads?

Advertisers can manage high CPC by enhancing the platform’s value to users, thus making ads more engaging and less intrusive. Incorporating a variety of ad formats and valuable content can significantly reduce CPCs and improve ad performance.

What are the key audience targeting strategies on LinkedIn?

Targeting strategies include focusing on cold audiences by professional characteristics for optimal reach and engaging warm audiences who have previously interacted with your brand. Segmenting these audiences further can increase ad relevance and effectiveness.

What ad structure does the Echo Chamber Method recommend?

The method recommends structuring ads into four categories: Value Ads, Demonstration Ads, Testimonial Ads, and Call to Action Ads. This variety ensures a holistic approach to engaging the audience, providing value, demonstrating solutions, building trust, and encouraging actions.

How can diversity in ad formats enhance LinkedIn Ads campaigns?

Diversifying ad formats caters to different audience preferences, making campaigns more engaging. Including videos, carousels, images, and text posts ensures that the ads resonate with a broader audience.

What results can be expected from implementing the Echo Chamber Method?

Results may include a higher click-through rate (CTR), significantly lower cost-per-lead (CPL), reduced cost-per-meeting, and an increase in meetings booked, as demonstrated by case studies.

Legal Developments and Rulings by the Federal Appeals Court

The legal battle over the TikTok ban has been ongoing, with several key developments and rulings. In December 2024, the U.S. Court of Appeals for the District of Columbia Circuit denied TikTok’s petition for the Supreme Court to pause and review the legislation. This ruling was seen as a major setback for TikTok, but the company has vowed to take the case to the Supreme Court. A TikTok spokesperson referenced the Supreme Court’s established historical record to argue against the ban, emphasizing the importance of free speech for millions of American users.

The Supreme Court has agreed to hear arguments about the case on January 10, and President-elect Donald Trump has asked the court to delay the ban. Trump’s lawyer has filed a legal brief stating that Trump opposes banning TikTok, citing concerns over free speech and the impact on American users. A TikTok spokesperson emphasized the implications of the ban on free speech, outlining the company’s commitment to fighting the legislation in court.

The Complex Challenge of Budget Reallocation

One might assume that marketing budgets would simply flow to other platforms, but the reality is far more complex. As Gartner VP analyst Eric Schmitt explains, “The challenges of measurement loom larger than ever, with clients struggling to gain visibility into the business outcomes of their ad spend” (Ostwal, 2025).

This uncertainty creates several challenges:

Performance Verification: Brands must confirm they can achieve similar ROI on alternative platforms
Audience Targeting: Finding equivalent audience segments at scale
Creative Adaptation: Modifying content strategy for different platform environments
Measurement Frameworks: Establishing new success metrics across platforms

Rising Costs and Competition

The market is bracing for significant cost increases across remaining platforms. According to Emarketer’s analysis:

– TikTok’s U.S. ad CPMs are projected to rise by 15.6% in Q1 2025, reaching $7.03

– Meta’s CPMs are expected to hit $12.53

– Increased competition for ad space will likely drive costs even higher across all platforms (Oboh, 2024)

Impact on Digital Marketing, Influencers, and TikTok Users

A ban on TikTok would have significant implications for digital marketing and influencers. TikTok has become a major platform for brands and influencers to reach a younger audience, with many relying on the app for their livelihood. TikTok users have expressed concerns over the potential ban and its impact on their freedom of expression. A ban would force these individuals to find alternative platforms, potentially disrupting their businesses and income streams.

Furthermore, a ban would also impact the broader digital marketing landscape, as TikTok has become an important channel for brands to reach their target audiences. Concerns regarding TikTok’s algorithm and its influence on content recommendations have been raised, highlighting potential national security risks. The loss of this channel would require brands to adapt their marketing strategies, potentially leading to increased costs and decreased effectiveness.

Winners and Losers in the New Landscape

Primary Beneficiaries:

Meta and YouTube emerge as the clear front-runners in this reshuffling of the digital advertising deck. Emarketer predicts these two giants will capture approximately 50% of displaced TikTok ad dollars (Ostwal, 2025). Several factors contribute to their advantageous position:

1. Established Short-Form Video Features

– Instagram Reels and YouTube Shorts provide familiar formats

– Existing creator ecosystems

– Proven ad delivery systems

2. Robust Targeting Capabilities

– Advanced audience segmentation

– Rich user data

– Established measurement tools

Secondary Benefits:

Other platforms stand to gain as well, though to a lesser extent:

– Snapchat Spotlight could see increased adoption

– Amazon’s advertising platform may capture some performance marketing budgets

– Twitch might benefit from creators seeking new platforms (Schmitt via Ostwal, 2025)

Impact on Brand Discovery and Marketing Strategies

Loss of a Unique Discovery Engine:

TikTok’s absence will create a significant void in brand discovery mechanisms. As Jasmine Enberg, VP Principal Analyst at Emarketer, points out, major brands have deeply integrated TikTok into their marketing strategies. Netflix’s recent “Moments” feature, allowing users to share show clips on TikTok, demonstrates how crucial the platform has become for content discovery and engagement (Ostwal, 2025).

Disruption to Creator Ecosystems:

The ban’s impact extends beyond direct advertising to influence marketing:

1. Emerging Creators

– Will face greater challenges in building audiences

– May struggle to replicate TikTok’s algorithmic boost on other platforms

– Need to diversify their platform presence earlier

2. Established Creators

– Better positioned to weather the transition

– May see increased competition on alternative platforms

– Need to adapt content strategies for different algorithms

Strategic Recommendations for Marketers

Immediate Actions:

1. Platform Diversification

– Begin testing alternative platforms immediately

– Establish baseline performance metrics

– Build presence on multiple channels

2. Budget Planning

– Create contingency plans for ad spend reallocation

– Set aside testing budgets for emerging platforms

– Prepare for potentially higher CPMs

Long-term Strategies:

1. Content Adaptations

– Develop platform-specific creative strategies

– Build relationships with creators across multiple platforms

– Invest in understanding different platform algorithms

2. Measurement and Analytics

– Establish new cross-platform measurement frameworks

– Define success metrics for each platform

– Create comprehensive attribution models

The Global Perspective

The TikTok ban serves as a reminder that digital marketing operates within national boundaries despite its global reach. As Schmitt notes, “The potential TikTok ban serves as a reminder that geography matters” (Ostwal, 2025). This reality requires marketers to:

Develop market-specific strategies
Consider regulatory environments in planning
Maintain flexibility in global campaigns
Build redundancy into marketing systems

The global implications of a TikTok ban in the US are significant. TikTok is a popular app with over 170 million users in the US, and a ban would likely have a major impact on the social media landscape. Other countries, such as India and the UK, have already banned or restricted TikTok due to national security concerns, and a US ban could set a precedent for other countries to follow.

In addition, a ban on TikTok could have broader implications for the tech industry, as it could set a precedent for the government to regulate or ban other apps and services deemed to be a national security risk. This could have significant implications for the future of the internet and the way that people communicate online.

Efforts to Avoid a Ban

As the deadline for TikTok’s potential ban in the US approaches, the company and its supporters are exploring various avenues to avoid the ban. One possible solution is for ByteDance to sell TikTok to a US-approved buyer, which would allow the app to continue operating in the country. However, this option is complicated by the Chinese government’s opposition to selling TikTok’s algorithm, which is a crucial component of the app’s success.

Another potential solution is for the Supreme Court to grant an injunction temporarily blocking the law, which would give TikTok more time to appeal the decision. The Supreme Court has a history of protecting Americans’ right to free speech, and TikTok’s supporters argue that the ban would infringe on this right.

President-elect Donald Trump has also expressed his support for TikTok, stating that he has a “warm spot” for the app and wants to “save” it. Trump’s administration could potentially decline to enforce the ban, or ask Congress to repeal the law. However, it’s unclear whether Trump’s administration would take these steps, and the ban could still go into effect if they do not.

Overall, the efforts to avoid a ban on TikTok are ongoing, and the outcome is still uncertain. However, one thing is clear: the fate of TikTok in the US has significant implications for the future of social media and the internet as a whole.

Looking Ahead

The digital marketing landscape is entering a period of significant transformation. While challenging, this transition also presents opportunities for brands to:

Reassess their digital marketing mix
Discover new effective channels
Build more resilient marketing strategies
Innovate in content creation and distribution

The key to success will be maintaining flexibility while carefully monitoring performance metrics across platforms. Brands that prepare now and remain adaptable will be best positioned to thrive in the post-TikTok U.S. market.

Mitigating the Effects of a Ban

While a ban on TikTok seems increasingly likely, there are steps that users, influencers, and brands can take to mitigate its effects. For users, this may involve downloading alternative social media apps or finding new ways to access TikTok content. For influencers and brands, this may involve diversifying their marketing strategies and finding new platforms to reach their target audiences. Additionally, internet service providers will play a crucial role in implementing the potential ban, as they may be required to restrict access to TikTok on U.S. internet browsers.

TikTok itself is also exploring options to avoid a ban, including a potential sale to a new owner or a rebranding of the app. However, these options are uncertain, and the company’s fate remains unclear. The parent company ByteDance is actively contesting the legislation, highlighting concerns about national security risks and the potential impact on user data.

Success in this new environment will require careful planning, strategic testing, and a willingness to innovate. As the situation continues to evolve, staying informed and maintaining agility in marketing strategies will be crucial for brands and marketers alike.

Check out the articles referenced in this post:

https://www.thekeyword.co/news/tiktok-ban-could-impact-the-digital-ad-market-says-emarketer

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Ryder Meehan

Ryder has been on a 16-year journey to master digital marketing from every aspect. His resume includes Razorfish, Slighshot, Fossil, Samsung Mobile and Tatcha before launching Upgrow. Ryder is the acting CEO, heading business development and account services. He has been featured as a digital marketing leader on Forbes, PRNews, Business.com, Workamajig, Databox, Fit Small Biz and other outlets.