Do Newsletter Ads Actually Work in B2B?
We Ran 90+ Campaigns. Here’s What We Learned.
Do Newsletter Ads Actually Work in B2B?
At this point, I’ve seen both sides of the newsletter ad game.
I run a newsletter that accepts sponsors
I’ve placed over 60 newsletter ads for clients at Growth Union
Over the past two years, we’ve analyzed:
32 sponsors that have run in our own newsletter
62 newsletter sponsorships placed for clients across various industries
And here’s what the data tells us:
The Wrong Way to Run Newsletter Ads
Let’s start with what doesn’t work — because most people get this wrong.
❌ Ads promoting demo requests or free trials fall flat.
❌ Treating a newsletter sponsorship like a Google Ad is a waste of budget.
❌ Sending people to a landing page that asks for a full name, company, and budget just to access anything? Huge drop-off.
Why doesn’t this work?
Because newsletter readers are not opening their inbox thinking,
“You know what I need today? A new marketing automation platform.”
There’s no intent.
They likely haven’t even heard of your company.
So asking them to jump right into a sales motion? It’s a non-starter.
The Right Way to Do Newsletter Ads
When we looked at the best-performing newsletter ad campaigns, there was a clear pattern:
✅ The ad offered value first — a free tool, calculator, or resource
✅ It was relevant to the newsletter’s audience and weekly topic
✅ The landing page was frictionless — quick, helpful, and no hard ask
Here’s what we saw on average across content-based offers:
• 2.6x higher click-through rates than demo/trial CTAs
• 4.2x higher landing page conversion rates
The top-performing offers weren’t trying to close the deal.
They were starting a conversation by offering something genuinely useful.
So How do You Choose the Right Newsletter for Your Audience
Not all newsletters are created equal. And just because a newsletter is popular doesn’t mean it’s right for you.
Here are a few tips when evaluating where to sponsor:
1. Make sure the audience actually maps to your ICP.
Don’t just buy reach — buy relevance.
Ask for a sample send list or past sponsor list if you’re unsure. And always confirm the newsletter’s focus matches your ICP’s interests and roles.
2. Align your offer with that week’s topic (when possible).
This is an underrated move — and it makes a huge difference.
Example:
Let’s say you’re sponsoring a marketing newsletter, and the issue’s theme is:
“Planning Your 2025 Marketing Budget.”
Instead of dropping a generic CTA like “Download our content strategy guide,” go niche: offer a 2025 Marketing Forecasting Template.
Suddenly your ad feels native. Relevant. Timely.
It doesn’t interrupt — it enhances the issue.
Other examples:
A dev-focused newsletter is covering AI in engineering workflows.
→ Offer a free GPT-powered code review tool.
A finance newsletter is breaking down startup burn rate benchmarks.
→ Offer a free burn rate calculator or budgeting spreadsheet.
A leadership newsletter is diving into employee retention strategies.
→ Offer your team engagement survey template.
Relevance isn’t just about who you’re targeting — it’s about when and how you show up.
What to Do After the Click
Getting the click is only half the game.
The best newsletter ads don’t just stop at the landing page, but it always amazes me how many marketers just stop at the click or content download.
Make sure you’ve got a follow-up plan:
Pixel the traffic and run retargeting ads across LinkedIn or Google
Enroll signups into an email nurture sequence that builds trust over time
Equip sales to reach out when the time is right (not 10 minutes after they downloaded a template)
The Verdict
Newsletter ads do work in B2B — but only if you stop trying to close too soon.
Use them to start the conversation.
Offer something that solves a real, immediate problem.
Match it to the moment.
Then use retargeting or email nurture to move people further down the funnel.
It’s not a fast win — but it’s a smart one.
Thanks for reading!
Adam
PS: If you need help getting growth going — whether through newsletter ads, outbound, paid media, or your first few big wins — let’s talk.
At Growth Union, we’ve helped brands like User Evidence, Jellyfish, and Semrush build repeatable growth playbooks that actually convert.
👉 Schedule a call and let’s make growth feel less chaotic — and way more effective.