What Decision Makers Really Think About Your B2B Ads (By Industry!) 🤔

You’ve been crafting B2B ads, targeting key decision-makers, and crossing your fingers for engagement. But what if we told you that your audience has some strong opinions about the typical B2B ad? Yep, they do and we’ve got the numbers to prove it.

LinkedIn and Magna Media Trials surveyed 2,032 business decision-makers across different industries, and the results are eye-opening. So, let’s break it down: What do they want? What’s working? And where do B2B ads fall flat?

The Big Takeaways: What Stands Out in B2B Ads? 🏆

🔥 Humor wins big (but not for everyone) – If you’re in auto (69%) or retail (67%), funny B2B ads are a hit. But if you’re selling to agencies (56%) or financial services (59%), humor might not land as well. Lesson? Know your audience’s appetite for laughs.

❤️ Emotional appeal is surprisingly powerful – If you thought B2B buyers only cared about facts and figures, think again. Education (66%) and retail (63%) audiences resonate with ads that make them feel something.

🎭 Character connection matters – People buy from people, not faceless brands. Auto (64%) and agencies (58%) value ads that make them care about the story. If your ad has zero personality, you might be losing their attention.

💡 Strong storytelling isn’t universal – You’d think every B2B buyer loves a compelling story, but financial services (53%) and education (55%) are the only ones really vibing with it. For industries like agencies (41%) and tech (53%), clarity might matter more than a poetic narrative.

What Can We Learn from This? 🧐

1️⃣ Tailor your approach – A one-size-fits-all strategy doesn’t work. What auto buyers love (humor, strong storytelling) may not click with financial services professionals, who prefer emotional appeal and clear messaging.

2️⃣ Data-driven creativity is key – It’s not just about being creative—it’s about being the right kind of creative for the right audience.

3️⃣ B2B doesn’t have to be boring – Decision-makers want engagement, connection, and emotion. So if your ads are just jargon and stock images, it’s time for a rethink.

So… How Do Your B2B Ads Stack Up? 🤷

Are you bringing the right mix of humor, emotion, clarity, and connection? Or are you just throwing buzzwords at the wall?

If it’s time for a refresh, Ruler’s got your back—because we don’t do boring. We do bold, strategic, and engaging. Let’s make your B2B ads something decision-makers actually want to see.

💡 Need help crafting B2B ads that hit the mark?

Let’s talk