The top-performing LinkedIn ad by Jess Cook utilizes a clever two-line hook, a clear headline addressing a major pain point, and engaging visuals including a screenshot of the app's result. Additionally, it features a unique mascot to enhance brand personality and a non-traditional CTA that ties all elements together while leveraging the targeting capabilities of their product, Vector. Each component of the ad is purposefully designed to maximize engagement and conversion rates.

The 95:5 rule highlights that a vast majority of potential customers are not actively in the market for a product at any given time, applicable to both B2B and B2C contexts. Marketers should focus on understanding the average interpurchase time for their category to effectively reach their audience, as most customers are future buyers rather than current ones. The rule serves as a reminder that advertising's effectiveness lies in brand awareness rather than immediate sales stimulation.