Launching a new software product is exciting, but how do you make sure the right people actually notice it? For software companies, LinkedIn Ads are one of the best tools to get your product in front of business professionals who can use or recommend it.

Trusted organizations like LinkedIn’s B2B Institute, Gartner, Forrester, and Adobe agree: brand awareness is the first and most important step in getting your product noticed and trusted.

This article will walk you through the simple steps software companies can take to promote their new product using LinkedIn Ads.

Why Use LinkedIn Ads for Your Software Product?

  • Your Audience is Here: LinkedIn is full of business leaders like IT managers, software developers, and company decision-makers. In fact, 4 out of 5 LinkedIn members influence business decisions at their companies.
  • Target Exactly Who You Want: LinkedIn lets you choose exactly who sees your ads based on their job, industry, company size, skills, and location. This means your ads get shown to people who really care about your product.
  • Different Ways to Show Your Product: You can use text ads, videos, or send messages directly. Videos get 3 times more attention than text ads!
  • Trust Matters: Advertising on LinkedIn — a professional site — helps people trust your brand more, increasing the chances they’ll check out your product.

Step 1: Know Who You Want to Reach

Before you start, think about who will use or buy your product. For example:

  • Job titles like CTOs, product managers, or IT directors
  • Industries like healthcare, finance, or software companies
  • Company sizes, whether small startups or large enterprises
  • Location — where you want to sell your product

Using LinkedIn’s targeting tools, you can make sure your ads only show to these people.

Step 2: Make Your Message Clear and Helpful

Your ads should clearly say:

  • What problem your software solves
  • Why it’s better or different from others
  • What you want the reader to do next (like “Watch Demo” or “Try for Free”)

Keep your words simple and focus on how your product helps your audience.

Step 3: Choose the Right Ad Type

Some ad types work better for brand awareness:

  • Sponsored Content: These look like regular posts and are great for telling stories or sharing news.
  • Video Ads: Show your software in action — videos get up to 5 times more views.
  • Message Ads: Send direct messages inviting people to demos or webinars.
  • Dynamic Ads: Personalized ads that grab attention based on who the viewer is.

Step 4: Set a Budget and Run Your Campaign

Start with a daily budget between $20 and $50. Run your ads consistently for 4 to 8 weeks to make sure people see your product multiple times.

Keep an eye on how your ads perform and tweak your message or audience if needed.

Step 5: Use Good Visuals and Strong Calls to Action

  • Use clear images or videos showing your software features.
  • Keep your brand’s colors and style consistent.
  • Make your “call to action” clear, like “Download Now” or “Watch Demo.”

Good visuals and clear instructions help more people engage with your ad.

Step 6: Check What Works and Improve

Watch these numbers in your LinkedIn Ads dashboard:

  • How many people see your ad? (Impressions)
  • How many click or engage? (Clicks, likes, comments)
  • How many take the next step? (Sign up, demo request)

Based on these, improve your ads regularly to get better results.

Extra Tips from the Experts

  • Ask your employees to share your product posts — this can double your reach.
  • Retarget visitors who looked at your website with LinkedIn ads to remind them about your product.
  • Combine ads with blog posts or webinars to explain your product more deeply.
  • Join LinkedIn groups related to your product’s industry and participate in discussions.

Final Thought

Brand awareness is the first step to making your software product successful. LinkedIn Ads help you reach the right people professionally and effectively.

With clear targeting, good visuals, and steady effort, your new product will get noticed and trusted — just as experts from B2B Institute, Gartner, and Forrester recommend.

References (for further reading)