Betterworks is an enterprise performance-management and goals/OKR platform that helps companies align goals, run continuous performance conversations, and turn “people performance into business execution.” Its LinkedIn advertising is a study in disciplined B2B demand-gen: an enormous volume of ads (775+ live at capture) built on a small, tightly controlled creative set. Betterworks runs one thought-leadership webinar franchise (“The New Rules of…”), a CFO-focused “fund the transformation” guide, and a competitive, incentive-led message ad — then A/B-tests dozens of copy hooks against each, all in one consistent brand system.
How Betterworks advertises: The standout is the copy-to-creative ratio. Across 775+ ads, Betterworks leans on roughly a half-dozen creatives — and tests an enormous number of opening lines against them. Its webinar franchise, “The New Rules of…” (HR, Performance, Management), runs on a few speaker-panel designs but rotates hook after hook: “Performance management isn't changing. Its purpose is.,” “Annual reviews. Static goals. Looking backward.,” “Managers aren't resisting change. They're drowning in it.,” “Every company is investing in AI. Few are investing in managers.,” “AI is changing jobs faster than performance systems can keep up.,” “Want better business results? Start with your managers.” The strategic-buyer angle is handled by a practitioner's guide — “How to Fund a Talent Transformation,” by VP of HR Transformation Jamie Aitken — run as both a single image and a 29-page document ad, explicitly about building a CFO-ready business case and winning executive buy-in. And a direct message ad (from CMO Allie Collins) closes with a sharp competitive jab and an incentive: “as Lattice shuts down its HRIS, a lot of HR leaders are quietly reassessing… I'll send you a $100 gift card” for a discovery call, name-dropping Colgate-Palmolive, Business Insider, and Intuit. High volume, tight creative, relentless copy testing.
Betterworks runs huge volume on a tiny creative set: one “New Rules” webinar franchise, a CFO-focused funding guide (image + document), and a competitive message ad — with relentless copy-hook testing.
| Format | What Betterworks uses it for |
|---|---|
| Single image | The “New Rules” webinar franchise and the funding guide |
| Document ad | The 29-page “Fund a Talent Transformation” guide |
| Message ad | A competitive, incentive-led discovery-call invite |
| Webinar series | New Rules of HR / Performance / Management |
Live Betterworks creatives with their full ad copy (verbatim), format, theme and CTA.
"How do you get leadership to invest in talent transformation? “A Practitioner's Guide to Building the Case, Securing the Budget, and Making it Stick,” written by Jamie Aitken, VP of HR Transformation, Betterworks. A creative aimed at helping HR sell its strategy up the chain to the CFO."
"Get the playbook for building a CFO-ready business case and securing executive buy-in for your HR strategy. The same “Fund a Talent Transformation” guide run as a multi-page document ad (Preview 3 of 29 pages) — the same asset repackaged into a second high-intent format."
"From CMO Allie (Carr) Collins: “I'd like to invite you to a 30-minute discovery call. As a thank-you, I'll send you a $100 gift card. Why? Because as Lattice shuts down its HRIS, a lot of HR leaders are quietly reassessing whether they still have a dedicated partner for performance.” Companies like Colgate-Palmolive, Business Insider, and Intuit use Betterworks to move beyond episodic reviews to real-time performance intelligence."
"“Performance management isn't changing. Its purpose is.” Leading organizations are moving beyond annual reviews. “An executive check-in series for HR leaders navigating the future of work.” The flagship webinar-series creative — a panel of HR voices — and the base for endless copy tests."
"“Meanwhile, the business is changing in real time.” The same webinar-series creative with a different hook and CTA (“Register for Session 1”) — one of many copy variants Betterworks tests against the same panel design."
"“Today's leaders aren't just responsible for performance reviews.” Another hook on the New Rules of HR series creative — repositioning the webinar around HR's broadening mandate. Same visual, new angle."
"“Learn how leading organizations are reducing manager burden.” “The new rules of management — why manager effectiveness is HR's new competitive advantage.” A dedicated session creative with named speakers (Kamaria Scott, Erin Daruszka, Caitlin Collins)."
"“Managers remain the biggest multiplier of employee performance.” The same New Rules of Management creative with an AI-contrast hook — testing whether the AI framing outperforms the “drowning” framing."
"“Explore practical ways HR can help managers coach more effectively.” A third hook on the New Rules of Management creative — leading with the business-results promise. One franchise, many tested entry points."
"“The new rules of performance — why performance is becoming a business execution system.” A dedicated performance session (speakers Allie Collins, Kim Minnick, Vicki Yang) — reframing performance management as business execution, Betterworks' core positioning."
"“How should HR respond?” The same New Rules of Performance creative with an AI-urgency hook — tying the webinar to the fastest-moving topic in HR to lift registrations. Same visual, timely angle."
Ad copy and creatives shown verbatim for commentary and analysis; they belong to Betterworks (the funding guide is authored by Jamie Aitken; the message ad runs under CMO Allie Collins and references Lattice, Colgate-Palmolive, Business Insider and Intuit; webinar creatives feature named external speakers). All creatives are paid for by BETTER WORKS. Captured from the public LinkedIn Ad Library; several cards are distinct copy variants sharing a base creative, shown to illustrate Betterworks' copy-testing strategy.
Across 775+ ads, Betterworks runs roughly a half-dozen creatives and pours its energy into copy. One webinar-panel design carries a dozen different opening hooks (“its purpose is,” “annual reviews… looking backward,” “managers are drowning,” “every company is investing in AI”). Nailing a few durable creatives and then testing hooks at volume is a highly efficient way to find what converts.
Every webinar ad opens with a provocative one-liner before it ever mentions “register.” Betterworks treats the first line as the product — because on LinkedIn, the scroll-stopping statement is what earns the click, and it's the cheapest thing to test.
The “How to Fund a Talent Transformation” guide — a CFO-ready business case for HR — meets a real buyer need: HR initiatives stall without executive/finance buy-in. Giving your champion the tools to sell internally shortens deals more than another feature pitch.
The same funding guide runs as a single image and as a 29-page document ad. Reusing a strong asset across formats multiplies its reach and lets Betterworks see which format drives more downloads — with zero new content cost.
The message ad opens on “as Lattice shuts down its HRIS…,” pairs it with a $100 gift-card incentive and marquee customers (Colgate-Palmolive, Intuit), and invites a discovery call. Naming a competitor's moment of doubt, plus an incentive, is a direct, high-intent play for accounts in motion.
We build LinkedIn and paid programs for high-consideration B2B and hr & hiring tech buyers — measured on pipeline, not impressions.
Book a free ad auditAt very high volume (775+ live ads) on a deliberately small creative set. Its backbone is a thought-leadership webinar franchise, “The New Rules of…” (HR, Performance, Management), where a few speaker-panel designs carry a dozen-plus tested copy hooks. It runs a CFO-focused “How to Fund a Talent Transformation” guide as both a single image and a 29-page document ad, and a direct message ad (from CMO Allie Collins) that references Lattice shutting down its HRIS, offers a $100 gift card for a discovery call, and name-drops Colgate-Palmolive, Business Insider and Intuit.
That performance management has a new purpose — turning people performance into business execution — and that annual reviews and static goals are obsolete. Betterworks aligns goals, drives continuous performance conversations, and helps HR prove its strategic value to the C-suite.
It's deliberate copy testing. By holding a few proven creatives constant and rotating many opening hooks and CTAs against them, Betterworks can cheaply and continuously discover which message resonates — a high-efficiency demand-gen tactic that a large, always-on program can exploit at scale.
Invest in a few strong, reusable creatives and test copy hooks relentlessly against them; lead with a provocative one-liner rather than the offer; give your HR champion a CFO-ready business case to sell internally; repackage one asset across formats to multiply reach; and move fast to capture accounts when a competitor stumbles, paired with a clear incentive.