AWS Training and Certification advertising a free ebook on LinkedIn is a perfect example.

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A screenshot of a LinkedIn ad from AWS Training & Certification promoting a free eBook. The ad copy reads: “Are you confident in your cloud infrastructure? Build your team’s technical knowledge and skills to design and implement AWS solutions. The ad image text reads: “Training and Certification. Make the right cloud infrastructure decisions. advertising data Download eBook. Comprehensive infrastructure training for your team.”
2. Create targeted ads with special offers
A paid social media advertising strategy is highly effective for generating leads due to the precise targeting options and potential reach. These features allow you to personalize offers and expand your audience beyond that of your current social media followers.

According to the Index, 46% of consumers follow brands on social to get exclusive deals or promotions. Promote special discounts and limited-time offers for your products and services through these ads to drive engagement and conversions.

For instance, Motion used Instagram ads to generate demand with a free trial offer. When someone clicks on their social media ad, it leads to a landing page to sign up for a seven-day free trial. It’s an enticing deal that makes the ad’s audience more likely to try out the platform.

A screenshot of a Meta ad from Motion. The ad image features a product image of Motion. The image text reads: “This AI personal assistant saves me 2 hours of work each day.” The text below the image reads: “There’s a new way to get 25% more done.”

Ruggable also employs the same tactic. They use social media ads to highlight specific products and promote a 15% discount.

A screenshot of a Meta ad from Ruggable. The ad image is a picture of an office with a white chair, desk, ladder shelf with plants, and a brown and white dog sitting on a distressed blue and brown rug. The ad text reads: “Perfectly distressed, amazingly washable! Take 15% off our Persian-inspired, Kamran Coral rug.”