Which Linkedin Ad Type Should You Choose




LinkedIn is a unique platform for businesses that want to connect with a vast pool of professionals. There are several LinkedIn ad types available. Depending on what your goals are, there is a perfect ad type for you.

Today, businesses can advertise to nearly 690 million LinkedIn users worldwide.

Linkedin ad types - Stats

With many LinkedIn members in the US, businesses in the country should look into advertising on the platform. Especially if you are in the B2B (Business to Business) space, LinkedIn is the right social media advertising platform for you.

Check out these impressive stats from the company itself.

Linkedin ad types - B2B Stats

Those numbers prove that it's not too late to advertise on LinkedIn, but I know that there's more you need to know to determine if you should launch an advertising campaign on the platform.

How To Decide If You Should Launch A LinkedIn Ad

To determine if you should launch a LinkedIn ad campaign, ask yourself these three essential questions:


Do I Have The Budget?

Your advertising budget is a primary consideration in launching a LinkedIn ad campaign.

There is no set cost for a LinkedIn ad campaign like Facebook Ads or Twitter Ads.

It's important to note that LinkedIn typically has a $12 CPC or cost-per-click, which is higher than other platforms. While LinkedIn has a higher CPC than others, the conversion rate on this platform is generally a lot higher, which is around .77%.


What's My End Goal?

It's essential to determine the goals or objectives you want to achieve before starting a LinkedIn ad campaign.

Here are the seven main LinkedIn objective types you can choose from:

  • Brand Awareness
  • Website Visits
  • Engagement
  • Video Views
  • Website Conversion
  • Lead Generation
  • Job Applicants

No matter your advertising objective, the outcomes must have the most significant impact for your client or your business. It's vital to ensure what key marketing metrics will have the most significant impact.


Is My Audience On LinkedIn?

Determine who you want to target before setting up your ads. You need to know your LinkedIn audience (or if you have any) to serve them best.

On LinkedIn, you can target your audience by company, location, industry, title, degree of study, skill level, and many more. The targeting on LinkedIn is very strong, giving you the ability to really hone in on who you want to reach.

When you already have the answers to these questions, you're ready to launch a LinkedIn advertising campaign.

Now to help you reach your goal, let's talk about the different LinkedIn ad types and formats.

The Different LinkedIn Ad Types And Formats

There are five different LinkedIn ad types and formats right now.

Depending on your advertising goal, budget, and audience, there is a LinkedIn ad type that fits you.


Conversation Ads

Linkedin ad types - Conversation Ads

Conversation Ads allow advertisers to engage with their audience through the LinkedIn messaging tool.

Here are the different things you can do with Conversation ads:

  • Develop engagement with your audience.
    Create multiple CTAs or call-to-action buttons so your audience can access the content and offers they want like a whitepaper or event page to keep them engaged throughout their LinkedIn journey.
  • Turn ordinary conversations into quality conversions.
    Drive higher quality leads fast into your pipeline by asking qualifying questions and including Lead Gen Forms for quick and easy lead collection.
  • Better understand the purpose of your audience.
    Gain deeper target audience insights with detailed click reporting showing how many users click on your ad and each offer and how engaged they are in the conversation.

Message Ads

Linkedin ad types - Message Ads

Message Ads aka Sponsored InMail Ads allow you to do the following:

  • Deliver a highly targeted message with a single CTA (Call to action).
    Interact with your target audience without having to worry about character limits. You can also add a Lead Generation Form in your message to collect leads directly from LinkedIn.
  • Drive more robust engagement and response than regular emails.
    Sponsored InMail messages are delivered in an organized environment so that your brand stands out. More than 1 in 2 prospects open up a message ad.
  • Measure the impact of your Sponsored InMail messages.
    Understand which roles at what companies are taking action on your message ad with demographic reporting. You can also analyze conversions from users who viewed and clicked your message ad with LinkedIn Conversion Tracking.

Message Ads or Sponsored InMail messages are composed of a custom greeting, CTA button, body text, and site link.

So why should you choose LinkedIn's Message Ads?

Message Ads are highly personalized because you are sending a DM or direct message to users in your niche. It can also help your lead generation immensely because of 100% deliverability

LinkedIn sends out a Sponsored InMail to users only when they are online. Therefore, your ad will show up at the top of their LinkedIn inbox.


Get the outside eyes and feedback you need to get on the right path with your marketing.

Gain clarity and understanding. You'll leave your discovery call knowing where to focus your marketing efforts right now to get the best return on your investment.


Sponsored and Direct Sponsored Content

Linkedin ad types - Sponsored and Direct Sponsored Content

Sponsored and Direct Sponsored Content allow advertisers to run a native advertising campaign in the LinkedIn feed across desktops and mobile devices.

With this type of Linked Ad, you can do the following:

  • Advertise to LinkedIn professionals.
    Interact with a highly engaged audience with native advertising formats in a professional news feed across desktops and mobile devices.
  • Reach your advertising goals.
    Sponsored and Direct Sponsored Content will help you drive leads, create brand awareness, and nourish key professional relationships at every step of your sales cycle.
  • Target the professionals YOU WANT!
    Build your ideal audience with LinkedIn profile data and your audiences.

There are three Sponsored Content formats you can choose from:

  • Single Image Ads to drive site traffic with a compelling visual.
  • Video Ads to build brand awareness using in-feed videos.
  • Carousel Ads to engage LinkedIn professionals through
    an interactive advertising experience.

So when should you create a Sponsored and Direct Sponsored Content?

Create a Sponsored and Direct Sponsored Content if you want to share a great piece of content or drive higher blog traffic more effectively.


Text Ads

Linkedin ad types - Text Ads

Text Ads are very similar to Bing or Google search ads. You can create multiple ad variations per campaign, making it easy to measure and analyze the best-performing images and ad copy.

With Text Ads, you can do the following:

  • Select a professional audience you want to target.
  • Effortlessly create your ads.
  • Set your ad budget – no contracts or long-term commitments.
  • Only pay for the ads that work – per click or impression.
  • Track the leads you are getting from your LinkedIn ads with a conversion tracking tool.

It's important to note that these Text Ads are shown only on desktops with the right rail of the news feed. Advertisers can either use a cost per click model or a cost per thousand impressions model.

So when should you choose a Text Ad?

Text Ads are the perfect LinkedIn ad format for you if you want to run a quick and easy campaign to set up and manage. Also, they are excellent for building brand awareness because text ads have a lower CPM compared to other formats.


Dynamic Ads

Linkedin ad types - Dynamic Ads

Dynamic Ads allow you to engage users with LinkedIn ads that are dynamically generated and personalized. You can find these ads on the right rail on Desktop only.

Here are the different things you can do with Dynamic Ads:

  • Personalize User Experience
    With dynamic ads, you can capture users' attention with personalized ads featuring LinkedIn profile data like photos, company names, job titles, and many more.
  • Automate personalized ad campaigns at scale
    Launch ad campaigns instantly using automatically and individually populated Dynamic Ads within the LinkedIn desktop system.
  • Customize ads to meet your marketing goals.
    Tailor fit your ads to spark brand awareness, drive traffic, and convert users. You can also measure and optimize your results directly in LinkedIn Campaign Manager.

So when should you use a Dynamic Ad?

Dynamic Ads are very engaging and highly effective at driving traffic to a location page or company page, making it great for advertising job openings or getting users to follow your LinkedIn company page.

Now that you are familiar with the different Linkedin ad types, I want to share a few best practices to help you reach your advertising goal.

LinkedIn Advertising Best Practices

In this section, I will talk about LinkedIn advertising best practices to help you meet your marketing objective.


Always Consider The Customer Journey

The entire experience a customer has from the time they become aware of your company through the after purchase experience is considered the customer journey, aka The Marketing Hourglass.

The Marketing Hourglass

With LinkedIn ads, it's a mistake to try all the different ad products the platform offers, especially if you are a beginner.

Why? Because different LinkedIn ad types fit different phases of the customer journey. A mid-hourglass prospect will be far more open to sales messages than a high-hourglass prospect.


Set Your Targeting Options Properly

Correctly setting your LinkedIn ad targeting options allows you to reach your ideal customers quickly at a minimum cost.

Now, you should not layer your LinkedIn advertising targeting options too much. If you go too far, you will target an extremely filtered audience and miss some valuable opportunities.


Gather Useful Insights From Other Advertising Platforms

If you have advertised on Google, Facebook, or Twitter, then this one is easy.

Repurpose the ad copy and targeting parameters that work exceptionally well on other advertising platforms. Consider using the same theme, words, phrases, or tones that drove higher CTRs (Click Through Rate) in your Google or Facebook ad copy.

It's that simple!

And that's a wrap!

Those are the different LinkedIn ad types you can choose from. Always consider your budget, end goal, and audience when choosing an ad type. Remember my LinkedIn advertising best practices as well.

Don't forget to check out the recommended resources section below to learn more about LinkedIn advertising. Also, contact us today for more expert advice on choosing the perfect LinkedIn ad type.

Recommended LinkedIn Advertising Resources

How to get started with LinkedIn ads

How to Use LinkedIn Ads to Grow Your Business

The Complete LinkedIn Advertising Cheatsheet

So what do you think about this article? Which among those LinkedIn Ad types is right for your brand?

Leave a comment below and let’s discuss.

As always, it will be a great honor if you think this article is worth the SHARE.

Are you looking for more online advertising help? Check out our Ultimate Guide to Online Advertising for Small Businesses.


Get the outside eyes and feedback you need to get on the right path with your marketing.

Gain clarity and understanding. You'll leave your discovery call knowing where to focus your marketing efforts right now to get the best return on your investment.

Header image courtesy of Pixabay.

About the author, Tim Fitzpatrick

Tired of marketing that doesn't deliver? Ready to create lasting marketing success?

The world of marketing is vast and constantly evolving. It's easy to fall prey to information overload and feel lost in the marketing maze. In this ever-evolving landscape, expert guidance is critical to navigate successfully.

We understand - marketing your business can be more than just challenging; it can be downright disheartening. But it doesn't have to be. Marketing shouldn't be difficult.

Limited returns on your marketing efforts? Unsure about your next move? Or perhaps you're doing all the "marketing stuff," but it's not working.

This is where our expertise comes into play.

We provide marketing consulting, advisory, and outsourced or part-time marketing executive services. We help MSPs & B2B professional service firms build and manage their marketing engine to get where they want to go faster.

Ready to remove your revenue roadblocks and simplify marketing? It's about time you feel confident in your marketing strategy. Let us help.