> ## Content Index
> Fetch the complete content index at: https://www.unbore.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# How to create pattern-breaking LinkedIn ads
- URL: https://www.unbore.com/how-to-create-pattern-breaking-linkedin-ads/
- Published: 2026-03-01T00:50:23.000Z
- Updated: 2026-03-06T15:18:25.000Z
- Description: My process for creating B2B ads that get noticed: Message → Image → Headline → Validation → Captions.
- Author: Shlomo Genchin
- Tags: Brainstorming

Most LinkedIn ads look something like this:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379068122-fYY7Esd9eyzhz8XdkFk6bn.jpeg)

And that’s a great opportunity for B2B brands that dare to be different.

So let’s create some ads for NordPass, a business password manager.

## 1\. Message

First, I use Luke Sullivan’s “This ad is about…” technique to define my message:

*“This ad is about how risky it is to manage and share your passwords* 
*manually.”*

Now, I want to find a more creative way to say that.

## 2\. Image

I break down my “This ad is about” statement into keywords:

• risky

• manage

• share

• passwords

• manually

Then, I search the keywords on Shutterstock, one by one.

“*Risky*” brings up some interesting results:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379068736-391E1eCb5fgkeYf1AxoDua.jpeg)

No office, no computers. It immediately stands out.

So I use Photoshop’s AI feature to make it look even riskier.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379069095-vyGhCinWfq4YtxYFgTZDhN-768x576.jpeg)

## 3\. Headline

Next, I do some research and come up with a headline and sub-line.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379069478-6AJAGrgULJPd8C77aVEtjX.jpeg)

## 4\. Validation

The only way to truly validate an ad is to run it. But these two tests help me know if I’m heading in the right direction.

**The “Get it?” test** 

When I try to be clever, there’s always a risk of being unclear. So I ask GPT-4.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379069948-iXCJsj34CTEfD5c5BTAXop.jpeg)

GPT’s response:

*“This ad uses a visual metaphor to draw a parallel between the obvious physical risk in the image and the risky behavior of using ‘password’ as a password.​The statistic “Over 700,000 business managers…” emphasizes the prevalence of this insecure practice. The logo suggests that NordPass is the solution.”*

**The “Three Executions” test**

If I can turn my idea into a series, it means I have a concept, not just a one-off.

Okay, I think I’m good to go.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379070442-mgQNBZevLTLA5YxJ8pkZEF.jpeg)

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379070867-kjLyX9qRd7FRdTxR1Lncep.jpeg)

## 5\. Captions

I go through NordPass’s website and see that it has three strengths:

- 4,400+ business customers
- 24/7 premium support
- Great prices

Let’s show that:

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379071398-g83UV7s3v55MdkmBbQkziZ.jpeg)