The A-Z Of LinkedIn Ad Types: How to Make the Most of Each

When it comes to reaching professionals across industries, LinkedIn has become a powerhouse for business-to-business (B2B) marketing.

Leveraging the right ad formats can help elevate your business, and understanding the various LinkedIn ad campaign types is key to executing a successful strategy.

This complete guide will walk you through the different LinkedIn ad types, formats and how to make the most of each, ensuring you can craft highly targeted campaigns that drive results.

Sponsored Content

Sponsored content is a common advertisement type on LinkedIn that appears in the feeds of your target audience. These ads can be single pictures, multiple pictures, or videos. Sponsored content works well because it looks like regular posts in the feed, making it feel natural and engaging.

How to Use It:

• Use visually appealing images or videos.
• Share insightful blog posts, case studies, or reports.
• Leverage carousels to showcase multiple products or services.
  
  

Why It Works:

It integrates seamlessly with a user's feed, making it less intrusive while offering an engaging way to deliver your message.

Text Ads

Text ads are one of the most basic ways of advertising on LinkedIn. They typically consist of a short headline, a brief description, and an image or logo. These ads appear on the right-hand side of the LinkedIn desktop page, which means they’re not as disruptive as other ad formats.

How to Use It:

• Keep the message clear and concise.
• Focus on value propositions or offers that prompt immediate action.
• Use compelling visuals, even if simple, to catch attention.
  
  

Why It Works:

These ads are low-cost and effective for driving awareness or traffic with straightforward messaging.

Sponsored InMail

Sponsored InMail enables companies to send direct messages to LinkedIn members' inboxes. It’s a great way to initiate personalized communication and capture your audience’s attention with a more intimate touch.

How to Use It:

• Make the message more personal to ensure it resonates with the recipient.
• Provide exclusive offers or time-sensitive deals to increase urgency.
• Ensure a clear and easy call-to-action (CTA).
  
  

Why It Works:

InMail stands out because it’s sent to a user’s inbox, ensuring high visibility. It’s an effective way to build relationships with prospective clients or leads.

Dynamic Ads

Dynamic ads automatically adjust based on the viewer’s profile data, making them highly personalized. These ads can be image-based, spotlighting your company logo, or personalized content that appeals to the user’s interests.

How to Use It:

• Use dynamic creative to display personalized messages based on location, job title, or industry.
• Advertise the Call-To-Action buttons that say "Visit our Website" or "Follow Company."
• Highlight relevant products or services that align with the viewer’s professional profile.
  
  

Why It Works:

Dynamic advertising uses LinkedIn's extensive user data to create an experience that seems extremely relevant, resulting in higher engagement rates.

Video Ads

Video ads offer an excellent way to tell your brand’s story in a more immersive and dynamic manner. With the option to run both in-feed and as standalone ads, video can capture attention like no other ad type.

How to Use It:

• Limit videos to a maximum of two minutes to keep users engaged.
• Focus on a strong hook at the beginning to capture interest.
• Use subtitles to cater to users who watch without sound.
  
  

Why It Works:

Video ads allow you to convey complex ideas or showcase your products in action, making them ideal for brand storytelling and engagement.

Lead Gen Forms

Lead Gen Forms is a powerful LinkedIn ad format that allows users to express interest in your offering without leaving the platform. When users click on your ad, a form is automatically populated with their LinkedIn profile data, making it easy for them to submit their information with just a click.

How to Use It:

• Provide useful resources like whitepapers, eBooks, or free trials in return for contact details.
• Make your call-to-action (CTA) clear and attractive to encourage people to fill out the form.
• Simplify the form by asking for only the most important information to make it easier for users.
  
  

Why It Works:

It’s one of the easiest ways to generate leads without requiring users to leave LinkedIn. The auto-fill feature reduces barriers, increasing conversion rates.

Text Ad with Video

Combining a simple text ad with a video component can boost engagement and conversions. This hybrid approach combines the clarity and directness of text with the emotional pull of video, offering the best of both worlds.

How to Use It:

• Pair concise text with a short, compelling video that explains or demonstrates your product.
• Use the video to provide more context and value beyond the text ad.
• Ensure the video is optimized for mobile viewing, as many LinkedIn users access the platform on their phones.
  
  

Why It Works:

The combination of text and video appeals to different types of learners and helps you capture a broader audience while delivering a complete message.

Carousel Ads

Carousel ads let companies show several pictures or videos in one ad. Each slide can link to a separate landing page, making this a versatile option for businesses that want to showcase a range of products or services.

How to Use It:

• Focus on telling a story across multiple slides.
• Ensure each image or video is unique while remaining cohesive to the overall narrative.
• Include strong CTAs on every slide to drive action.
  
  

Why It Works:

Carousels are a great way to showcase multiple offerings, increasing engagement while encouraging users to interact with your content.

You can also watch : How to Find Ad Analytics and Download Report on PowerAdSpy

Conclusion

Knowing the different types of ads and how to use them wisely is very important for doing well on LinkedIn. You can use ads to get more visitors, find new customers, or make people know about your brand. There’s a type of ad for every goal. By trying out these LinkedIn ad types, you can improve your strategy and make better, more focused ads. Remember to use tools that help you see what other people are doing with their ads, so you can stay ahead and keep making your ads better. By using each ad type well, you’ll get better at marketing on LinkedIn and see real results.