In performance marketing, most conversations revolve around targeting, budgets, and platforms. Many marketing leaders obsess over building personas, target account lists, and dashboards, but overlook the one thing users actually see: the creative.
High-performing B2B ads require bold, intentional design and messaging choices. They also need to follow B2B creative best practices. Here’s how to create an ad design for conversions—the right way.
Creative Is the #1 Lever for B2B Paid Success
As a creative who’s spent years scaling B2B campaigns, I’ve seen firsthand how ad design affects B2B CTR and conversion rates—how a brilliant headline can double click-through rates, and how a boring, forgettable visual can tank an entire initiative.
The creative is what your audience sees. It’s what drives the click, the demo, and the deal.
And yet, too many B2B brands still treat creative as an afterthought.
If you’re serious about performance, it’s time to treat creative like the growth lever it is. Let’s break down how to design B2B ads that convert and drive results.
The Myth of “Safe” B2B Creative
One of the biggest myths in B2B marketing? Playing it safe is the professional thing to do.
In reality, safe creative is expensive. Generic stock photos, buzzword-packed headlines, and bland CTAs don’t just blend in, they waste your media budget.
In fact, 70% of B2B ad campaigns fail to hit benchmark CTRs on platforms like LinkedIn. The culprit? Weak creative.
Your audience may be professional, but they’re still human. They respond to clarity, emotion, and novelty just like any consumer. The best visual elements for B2B paid media performance are similar to consumer ads: They make you feel something, quickly.
B2B Creative Best Practices That Drive Performance
Visuals That Stop the Scroll
In a sea of sameness, your visuals need to work overtime. Here’s what breaks through:
- High contrast and bold color palettes that disrupt the feed.
- Story-driven imagery: Ditch the handshake stock photo and opt for visuals that communicate a clear narrative.
- Visual metaphors that make complex ideas simple (e.g. a Twinkie vs. a banana to represent longevity).
- Whitespace, faces, and pattern interrupts to draw the eye.
Messaging That Resonates (and Converts)
Every element of your copy needs a job, whether it's to grab attention, build interest, and drive action. Here’s how to write effective B2B copy:
- Lead with tension: “Most B2B funnels leak before the demo.”
- Keep headlines short, punchy, and outcome-focused.
- Layer in social proof or specificity: “500+ CMOs switched to [Your Tool]. Here’s why.”
- Avoid jargon. Aim for insight, not complexity.
CTA Clarity: Don’t Make Them Think
Your call-to-action should be the clearest part of the ad.
- Stick to one CTA per ad to avoid choice paralysis.
- Use action-oriented, benefit-driven language. “Get the Guide,” “See How It Works,” “Fix Your Funnel”.
- Design buttons that look clickable. Use contrasting colors, large tap targets, and strong hierarchy.
B2B ad Creative Tips for LinkedIn, Paid Social, and More
Different platforms, different creative rules. Here’s how to tailor your approach:
- LinkedIn: Lead-gen forms and carousels tell stories. Prioritize copy that lands the value in the first line.
- Meta (Facebook/Instagram): Use motion graphics or short-form video to simplify your message fast.
- Google Display: Think billboard-style. Bold brand visuals and clean, minimal headlines.
- Programmatic and Native: Strong visuals are non-negotiable. Align headlines tightly with the landing page for higher conversions.
Creative Testing Framework for B2B Teams
Performance doesn’t come from guessing, it comes from testing.
- Test one variable at a time: image, headline, or CTA, not all three at once.
- Refresh creative every 4–6 weeks to avoid ad fatigue.
- Benchmark performance not just by campaign, but by audience segment and creative type.
- Build a feedback loop between paid media and your creative team so you can optimize based on real performance data.
Real-World Creative That Works: CareMetx
When CareMetx needed to raise awareness about how long patients wait for specialty therapies, BOL helped them create the "End the Wait" campaign.
We visualized patient frustration by blending home environments with the most miserable parts of waiting rooms: fluorescent lights, plastic plants, cracked vinyl chairs. The result was emotionally resonant, visually disruptive, and deeply human.
The message: CareMetx streamlines every step of the patient journey. The creative made the pain real and positioned the platform as the solution.
With this campaign, CareMetx has helped over 2.8 million patients access their medications faster.
That’s the power of empathetic creative that connects.
The Creative Bar in B2B Is Rising, Fast
Your brand doesn’t have time for forgettable ads. Strategic creative is no longer optional. It’s your most scalable lever for performance.
Don’t let your growth hinge on outdated visuals or uninspired copy. Build a playbook that empowers your team to test, learn, and scale creative that actually works.
If your ads look like everyone else’s, don’t be surprised when they perform like everyone else’s.
For more examples and inspiration, check out some of our award-winning creative campaigns.
Ready to take your creative from "meh" to magnetic? Let’s make your next campaign one to remember.