Semgrep, the application-security (SAST/SCA/secrets) platform, runs a disciplined, high-frequency LinkedIn program (paid for by Semgrep, Inc.) built on a very small set of master creatives that it copy-, incentive- and geo-tests relentlessly. Two engines carry it: a personalized Message-ad (InMail) motion signed by a named rep that dangles a gift-card for a demo and names competitor Aikido outright, and a set of three sharp product comparison images ('real free plan', 'head start', 'knock-off') that sell Semgrep's generous free tier and its status as the original engine.
How Semgrep advertises: Semgrep's defining trait is an extreme copy-to-creative ratio: rather than many unique visuals, it runs about three product images and one InMail template, then tests them exhaustively by copy, incentive and geography. The InMail motion is signed by a named rep (Milan Williams) and offers a $100/£100/€100 Amazon or UberEats card 'after our chat' — tested as a generic SCA hook ('want £100? It's about fixing what's actually exploitable'), a competitor-displacement hook that names Aikido directly ('how's Aikido working out for %COMPANYNAME%? ... teams switch to Semgrep for 20-30% fewer false positives'), a 'better SAST than Aikido' lunch offer, and a bulleted 'still using Aikido? We need to talk' switch pitch, plus a Euro-currency version for EMEA. The image engine sells the free tier three ways — a light 'Even our free plan gives you more' comparison ('Real free plan' vs 'Free plan imitation': 50 repos, 10 contributors, unlimited AI fixes), a dark 'Most free plans are a preview. Ours is a head start' spec table (Semgrep vs 'Other tool'), and a pointed anti-fork 'Why settle for a Semgrep knock-off when you can use the original?' that targets tools built on Semgrep's own open-source engine. Every one of these runs across many geos as near-identical variants — the same handful of assets, endlessly A/B tested.
A tiny master set — ~3 images and one InMail template — run at high volume with heavy copy, incentive, competitor and geo testing.
| Format | What Semgrep uses it for |
|---|---|
| Message ad (InMail) | rep-signed, gift-card-incentivized demo asks that name competitor Aikido |
| Comparison image — free tier | 'real free plan' vs an 'imitation' free plan |
| Comparison image — spec table | 'head start' Semgrep-vs-other-tool feature grid |
| Anti-fork image | 'Semgrep knock-off vs the original' targeting OSS forks |
| Geo/currency variants | the same assets re-run per market and currency |
Live Semgrep creatives with their full ad copy (verbatim), format, theme and CTA.
"Verbatim: "Most SCA tools dump findings on your team and call it a day. Semgrep shows only what's reachable and worth fixing. Want to see it? I'll send a £100 Amazon gift card after our chat." A rep-signed (Milan Williams) InMail that buys a demo with a gift card and leads on reachability."
"Verbatim: "It runs on our old engine, so I wanted to show you what you're missing. Teams switch to Semgrep for 20-30% fewer false positives, stronger reachability analysis, and less time spent chasing alerts... I'll send you a $100 Amazon gift card for your time." Names the competitor outright and claims Aikido runs on Semgrep's old engine."
"Verbatim: "On the free plan? Semgrep gives you 5x more out of the box. On the paid plan? You're getting 20-30% more false positives than you should be. Either way, you deserve a better tool... I'll send you a $100 UberEats card after our chat." Same InMail template, tested with a SAST framing and an UberEats (not Amazon) incentive."
"Verbatim: "Even Semgrep's free plan gives you more: • 50 repos instead of 10 • 10 contributors • Unlimited AI autofixes. You can see for yourself why teams make the switch... I'll send you a $100 UberEats voucher for your time." A bulleted, punchier variant of the same InMail template."
"The exact SCA-hook InMail re-run for EMEA with a €100 (not £100) Amazon gift card — its transparency panel concentrates impressions in Israel, Germany, France and the Netherlands. A currency/geo variant of the same master template: same words, localized incentive."
"Verbatim intro: "Why hit a cap on day one? Other tools limit free users to 2 AI autofixes per month and 10 repositories. Semgrep's free plan covers 50 repositories with unlimited autofixes and no fair usage fine print." A 'Real free plan' vs 'Free plan imitation' card (50 repos / 10 contributors / unlimited AI fixes / cross-file)."
"Verbatim intro: "Other free plans give you just enough to see the product, not enough to use it. Semgrep's free plan is built to deliver real results from day one: 50 repos, 10 contributors, unlimited AI autofixes, no strings attached." A dark Semgrep-vs-'Other tool' spec table — the same free-tier message in a second visual."
"Verbatim intro: "Some tools take our open-source engine, wrap it in a platform, and call it their own. What they can't copy: Pro reachability analysis, AI that learns your codebase, and a free plan that actually covers your team." A vs card: 'Other tool' (Fork of Semgrep OSS, more noise, limited free plan) beside Semgrep (original platform, fewer false positives)."
"The identical light free-plan comparison run as a separate geo-targeted ad (its transparency panel shifts the country mix per flight — UK, US, Canada, Israel). One winning asset re-pointed audience by audience rather than redesigned."
"The identical dark spec-table creative run as another geo-targeted variant. Semgrep keeps the visual fixed and varies only the audience — the essence of its high-volume, low-creative testing model."
"The identical anti-fork creative served to another market. Across all three images, Semgrep runs the same handful of visuals as near-identical variants — a deliberate, high-frequency A/B and geo program rather than a big creative library."
All creatives shown belong to Semgrep (Semgrep, Inc., the application-security platform at semgrep.dev) and are reproduced verbatim from the LinkedIn Ad Library for commentary and analysis. All ads are paid for by Semgrep, Inc. Semgrep runs a small master set of creatives at high volume; the three 'geo variant' cards here are shown deliberately to illustrate that copy/geo-testing model rather than as distinct art. Ads name a Semgrep rep (Milan Williams) and the competitor Aikido, as shown in Semgrep's own creative. Digital Astronauts is not affiliated with Semgrep or Aikido.
Semgrep's whole program is ~3 images and one InMail template, pushed through dozens of copy, incentive, currency and geo variants. A high copy-to-creative ratio — test the message and audience, not endless new art — is often more efficient than shipping many one-off creatives.
The InMail motion offers a $100/£100/€100 Amazon or UberEats card 'after our chat.' For a high-value technical buyer, a modest, explicit incentive attached to a rep-signed message is a direct, measurable way to convert attention into demos.
Semgrep names Aikido outright ('how's Aikido working out,' 'a better SAST than Aikido') and even claims it runs on Semgrep's old engine. Direct competitor callouts are aggressive but unambiguous — they target the exact buyers already evaluating a rival.
'Why settle for a Semgrep knock-off?' turns Semgrep's open-source roots into a moat by contrasting the original platform with tools built on its OSS engine. If competitors are built on your open source, 'use the original' is a sharp, ownable line.
Three of the images argue one thing: a genuinely generous free plan (50 repos, unlimited AI fixes, no fair-use fine print) versus rivals' 'preview' free tiers. Leading with free-tier generosity is a clean PLG wedge for a developer-adopted product.
We build LinkedIn and paid programs for high-consideration B2B and cybersecurity buyers — measured on pipeline, not impressions.
Book a free ad auditWith a disciplined, high-frequency program (paid for by Semgrep, Inc.) built on a very small master set — about three product-comparison images and one rep-signed Message ad (InMail) template — that it copy-, incentive-, competitor- and geo-tests exhaustively. The InMail offers a gift-card for a demo and names competitor Aikido; the images sell Semgrep's free tier and its status as the original engine.
Two things: that Semgrep's free plan is far more generous than rivals' 'preview' free tiers (50 repos, unlimited AI autofixes), and that Semgrep is the original platform — more accurate (fewer false positives, reachability analysis) than competitors and the OSS forks built on its own engine.
Yes — directly. Its Message ads name Aikido repeatedly ('how's Aikido working out,' 'a better SAST than Aikido,' 'still using Aikido?') and claim Aikido runs on Semgrep's old engine, while its 'knock-off vs original' image targets tools built on Semgrep's open-source project.
Concentrate on a few strong creatives and test them relentlessly by copy, incentive, currency and geo; use a modest, explicit incentive in rep-signed InMail to convert demos; name the competitor you're displacing; defend an open-source original against forks; and lead with a genuinely generous free tier as the PLG wedge.