10 Lead Magnets to Use in Your Paid Ads for Higher Conversion Rates

You’re paying for ads, so why let your leads slip through your fingers? Adding the right lead magnets to your paid ads can take your ROI from meh to wow. 

Here are 10 lead magnets that’ll not only grab attention but convert those clicks into customers—with some real-life examples from tech pros who nailed it.

1. Ebooks and Guides

Ebooks are the OG of lead magnets, and for good reason. They deliver instant value, and when paired with Google Ads, you’re catching folks who are already looking for solutions. Drift, the conversational marketing platform, uses Google Ads to promote ebooks on topics like “The Ultimate Guide to Conversational Sales,” attracting high-quality leads.

Pro tip: Keep your landing page clutter-free, just like a clean inbox—straight to the point with a killer CTA.

2. Webinars and Live Demos

Nobody wants a snoozefest webinar, but if you promote a live demo on LinkedIn Ads, offering expert insights, you’ve got them hooked. Software companies like HubSpot use webinars to engage with decision-makers and walk them through their product in real time, offering exclusive value. Facebook Ads work magic for promoting webinars as well, with copy that emphasizes, “Don’t miss out on this insider session!”

Pro tip: Add a countdown timer on the landing page. FOMO is real, and it converts.

3. Free Templates or Tools

Who can resist a freebie, especially one that promises to make life easier? When marketing automation tool CoSchedule offered a content calendar template via Google Ads, their download rates skyrocketed. On Facebook, make it pop: “Tired of wasting hours? Get our time-saving template today!”

Pro tip: Keep your form short—nobody wants to write a novel to get a template.

4. Free Trials

Free trials are the digital version of a Costco sample—give them a taste, and they’ll want the whole thing. SaaS giant Salesforce regularly runs LinkedIn Ads promoting free trials, directly targeting decision-makers who are likely to convert. Google Ads can do wonders when targeting high-intent keywords like “CRM software trial.”

Pro tip: Make sure your landing page highlights customer success stories. If others loved it, they will too.

5. Case Studies

Everyone loves a proof-of-concept, and case studies deliver. Companies like Shopify often use LinkedIn Ads to highlight their client success stories, showing leads exactly what’s possible with their platform. On Google Ads, case studies work well in remarketing campaigns, nudging leads who are already familiar with your brand to take action.

Pro tip: Use storytelling in your landing page to make the case study more engaging, not just a data dump.

6. Quizzes and Assessments

Everyone loves a quiz, especially if it’s about them. Facebook Ads are perfect for quizzes that offer insights like “Is your business ready to scale?” Buffer uses quizzes to drive engagement by promising personalized recommendations based on answers.

Pro tip: Tailor the results to the quiz taker’s needs and follow up with personalized offers.

7. Cheat Sheets and Checklists

Give your leads a checklist that takes the guesswork out of their problem. SaaS companies like Asana offer checklists on productivity and project management through Google Ads, creating easy wins for their audience. Facebook Ads can push checklists with the promise of simplifying your workflow.

Pro tip: A simple CTA like “Get my checklist” works wonders.

8. Exclusive Discounts or Coupons

Who doesn’t love a deal? Google Ads often promote time-sensitive offers that create urgency. SaaS companies like Slack frequently use this tactic to promote seasonal discounts on paid plans. Facebook Ads for limited-time offers like “20% off your first month” create that urgency that leads need to convert.

Pro tip: Use countdown timers or limited-time banners to boost urgency.

9. Product Comparison Guides

Tech pros love a good comparison. Google Ads for “X vs Y” are perfect for promoting product comparison guides. Think of how Dropbox’s guides stack its service against competitors, offering clarity to leads.

Pro tip: Keep the comparison neutral but emphasize your strengths. Make sure the CTA leads directly to a demo or consultation.

10. Podcasts or Audiobooks

Tech pros are busy—podcasts or audiobooks make it easy for them to consume content on the go. LinkedIn Ads can promote episodes that address industry challenges or discuss the latest trends. SaaS companies like Drift use podcasts to build thought leadership and stay in their audience’s ears—literally.

Pro tip: Offer a short clip as a teaser to entice them to subscribe or download.

Final Thoughts

Incorporating lead magnets into your paid ads isn’t rocket science—it’s all about matching the right offer with the right platform. Whether you’re sharing case studies on LinkedIn or promoting a free template on Facebook, the key is to provide real value that encourages your audience to take the next step.

At Deep Level, we don’t just create ads—we build lead-gen machines that turn clicks into conversions. Ready to level up your paid ads with killer lead magnets? Let’s make it happen.

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