Mastering LinkedIn ad formats: choosing the best one for your campaign
LinkedIn is one of the strongest platforms for B2B marketing, giving you access to decision makers, senior leaders and business owners across almost every industry. To get the most from LinkedIn advertising, though, you need to choose the right ad format for your goal.
Whether you want to build awareness, generate leads or engage prospects, each format works differently. This guide explains the main LinkedIn ad formats, their advantages, the best ways to use them and how to choose between them.
Single image ads with Lead Gen Forms are the simplest route to leads
Carousel, video and document ads suit storytelling and education
Conversation Ads work well for events and nurturing, used sparingly
Start with your goal, then choose the format that fits it
Sponsored Content
Sponsored Content is the most familiar format on LinkedIn, appearing in people’s feeds on desktop and mobile. Because it sits alongside organic posts, it feels less disruptive than other ad types. It includes single image, carousel, video, document and event ads, plus Thought Leader ads. Here are the two most popular options.
Single image ads
A static image with ad copy and a call to action, appearing as a natural part of the feed.
Quick, direct messaging
Cheaper to produce, with only one visual
Easy to A/B test different messages
Lead generation with Lead Gen Forms, such as guides or event sign-ups
Top-of-funnel brand awareness
Carousel ads
Several swipeable cards in one ad, each with its own headline, image and link.
Encourages people to interact by swiping
Shows several products, services or points in one ad
In my experience, often drives more engagement than a single image
Showcasing a range of products or services
Explaining a complex offer step by step
Single image or carousel: when to choose which
Simplicity vs depth
For one clear message, use a single image. To tell a story or show several products, carousel gives you the space.
Budget
Single image ads are cheaper to produce. Carousels need design and copy for every card.
Engagement goals
Carousels suit more interactive experiences. Single images work better for quick, one-click calls to action.
Other Sponsored Content formats
Video ads
Video in the feed, ideal for product demos, explainers and brand stories, with view and completion data to measure engagement.
Document ads
Guides, checklists or reports people can read in the feed, with the option to collect details before the full download.
Thought Leader ads
Promoted posts from your own or your team’s personal profiles, which often feel more natural than company page ads.
Sponsored Messaging (Conversation Ads)
Sponsored Messaging lets you reach LinkedIn members directly in their inbox. Conversation Ads go a step further, offering a choose-your-own-path experience with buttons that lead people to different content based on their answers. Because they land in the inbox, they’re best used sparingly and with a genuinely useful offer.
Pros
A personal, conversational tone
Two-way interaction with custom paths
Can prompt quick responses when the offer is relevant
Best strategies
Event and webinar invitations
Lead generation with gated content such as reports
Nurturing prospects with content based on their responses
Text Ads and Dynamic Ads
These smaller formats appear in the right-hand column on desktop. They’re less eye-catching than feed ads, but they’re low cost and useful alongside other formats.
Text Ads
Short ads with a headline, description and optional small image, shown in the right-hand sidebar on desktop.
Quick to set up with minimal creative
Low cost
Still benefits from LinkedIn’s targeting
Supporting awareness alongside Sponsored Content
Low-cost retargeting
Testing copy and targeting
Dynamic Ads
Personalised ads that pull in details from each member’s profile, such as their photo or job title. There are three types: Follower, Spotlight and Content ads.
Personalisation that draws attention
Clear calls to action, such as following your page
Cost-effective for awareness
Growing your company page followers
Driving traffic to key content
Account-based marketing
Summary: which LinkedIn ad format should you choose?
Build awareness
Video ads and single image ads.
Generate leads
Single image or document ads with Lead Gen Forms, or Conversation Ads.
Engage prospects
Carousel, Thought Leader and Dynamic ads.
Grow followers
Dynamic Follower ads.
Each format suits different objectives and audiences, so start with your goal and choose the format that fits it. For most small B2B businesses, single image ads with Lead Gen Forms are the simplest place to start, adding video or document ads as you learn what resonates.
I run LinkedIn Ads alongside other paid media campaigns, and if you’d rather run them yourself, my LinkedIn Ads training covers every format.
I’ll review your LinkedIn account or audience and recommend where to start, free.
Ready to reach the right decision makers?
Book a free call and I’ll give you an honest view on whether LinkedIn Ads suits your business, and which formats to start with.
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