How to Use Follower Ads on LinkedIn to Reach—and Grow—Your Audience

Let’s talk about LinkedIn Company Pages. You’ve built one. You’re posting regularly. You’re sharing great content. But let’s be honest—it can feel like shouting into the void if no one’s following you.

That’s where follower ads come in. At Cup O Content, we like to think of them as polite nudges—LinkedIn’s way of saying, “Hey, this company might be worth your attention.” These ads are simple, personal, and effective, helping you connect with more of the right people and build a stronger audience for the long haul.

So, What Are Follower Ads?

Follower ads are a desktop-only ad format on LinkedIn that invites users to follow your company page or showcase page. They’re personalized for each viewer, showing their first name, your company name, and sometimes even who in their network already follows you. That peer connection? It’s subtle but powerful—it builds trust before anyone even clicks.

And don’t worry—only the viewer sees their own information. LinkedIn handles the personalization privately, and users can opt out if they prefer not to see it.

Why We Like Them (and Why They Work)

Follower ads are a smart move if your goals include brand awareness or engagement. They work well at the top and middle of the funnel, where your job is to introduce yourself and give people a reason to stay connected.

If your campaign objective is set to engagement, LinkedIn adds a follow button automatically. No need to configure anything fancy. And if someone already follows your page? You can switch out the call-to-action to direct them to your website, a piece of content, a webinar, or whatever makes sense next. It's a flexible format that helps you reach both new audiences and existing followers in a more meaningful way.

What Happens After the Follow?

Once someone follows your page, they’ll start seeing your updates in their feed. That includes your posts, news, insights, and thought leadership. Basically, all the good stuff you’ve been sharing finally gets the audience it deserves.

And over time? You’re not just growing a number—you’re building a real, relevant audience. It becomes easier to create engagement, generate leads, and drive action because you’re speaking to people who chose to hear from you.

A Few Tips from the Cup O Content Team

Start with clear targeting. Know who you want to reach—by job function, seniority, industry, or even specific companies. LinkedIn’s targeting tools are incredibly detailed, so use them to zero in on your ideal audience.

Make your creative count. Keep it clean and clear, with a sharp image and a short, engaging message. Let people know why your page is worth following—what kind of content or value they can expect.

And test often. Try different versions of your ad—different copy, images, and CTAs—to see what resonates. Campaign Manager gives you real-time insights so you can make smarter decisions and keep improving.

The Takeaway

Follower ads might not be the flashiest format in LinkedIn’s toolbox, but they’re one of the most practical—especially if you’re focused on building a strong, long-term presence.

At Cup O Content, we’ve seen firsthand how even a modest follower campaign can lead to a big lift in visibility, engagement, and lead quality. Because once you’ve built the right audience, every other part of your LinkedIn strategy works better.

If you're ready to turn your company page into a place people want to follow, follower ads are a great place to start. And if you’d like help setting them up, well—you know where to find us.