LinkedIn Ad Formats and How to Choose the Best One

LinkedIn has become the go-to platform for B2B marketers, offering powerful ad formats tailored to drive engagement, lead generation, and brand awareness. 

With so many options available, choosing the right ad format can feel overwhelming. To simplify your decision-making process, here’s a detailed guide to LinkedIn ad formats, how they work, and when to use them.

1. Sponsored Content

Sponsored Content appears directly in a user’s LinkedIn feed and blends seamlessly with organic posts. It’s ideal for building brand awareness, driving traffic, and showcasing engaging content.

Formats under Sponsored Content:

1. Single Image Ads
   • What it is: A single image paired with compelling copy.
   • Best for: Promoting blog posts, events, or product launches with strong visuals.
   • Technical Requirements:
     • Image size: 1200 x 627 pixel, 1080 x 1080 pixels, 720 x 920 pixels
     • File type: JPG, PNG or GIF
     • Max file size: 5MB
     • Headline: Up to 70 characters
2. Video Ads
   • What it is: High-quality video content featured in the feed.
   • Best for: Telling stories, product demos, or sharing thought leadership.
   • Technical Requirements:
     • Video duration: 3 seconds to 30 minutes
     • File type: MP4
     • Aspect ratio: 1:1, 16:9, or 9:16
     • Max file size: 200MB
3. Carousel Ads
   • What it is: A series of swipeable images or cards.
   • Best for: Highlighting multiple products, step-by-step guides, or success stories.
   • Technical Requirements:
     • Image size: 1080 x 1080 pixels
     • Max cards: 10
     • File type: JPG, PNG
4. Event Ads
   • What it is: Ads specifically designed to promote LinkedIn Events.
   • Best for: Boosting attendance for webinars, conferences, or virtual events.
   • Technical Requirements:
     • Image Ratio: 4:1 (image will be pulled from the Event page)
5. Document Ads
   • What it is: Allows you to share downloadable content (like PDFs) directly in the feed.
   • Best for: Generating leads with whitepapers, case studies, or eBooks.
   • Technical Requirements:
     • File type: PDF, DOC, DOCX, PPT, PPTX
     • File size: 100 MB
     • Aspect Ratio: Vertical, Horizontal, Square
     • Number of pages: under 10 pages (300 pages maximum or 1 MM words)
6. Thought Leader Ads
   • What it is: Amplify organic posts from executives or subject matter experts.
   • Best for: Building credibility and trust with an expert voice.
   • Technical Requirements: Same as Single Image Ads or Video Ads, depending on format.
7. Click-to-Message Ads
   • What it is: Sponsored ads prompting users to start a LinkedIn message.
   • Best for: Encouraging direct conversations and lead nurturing.
   • Technical Requirements:
     • Single Image Ad File Type: JPG, PNG, or GIF
       Single Image Ad File Size: 5 MB
       Recommended Single Image Ad: 7680 x 4320 pixels (maximum)
       Images less than 401 pixels wide display as a thumbnail image.
     • Conversation Ad Image Type (optional): JPG or PNG
       Conversation Ad Image Size (optional): 5 MB
       Recommended Conversation Ad Image: 250 x 250 pixel (maximum)
       Conversation Ad Banner Creative Type (optional): JPG or PNG
       Conversation Ad Banner Creative Size (optional): 2 MB
       Recommended Banner Creative: 300 x 250 pixel (maximum)
       This banner is not clickable for click-to-message ads
8. Connected TV Ads
   • What it is: Video ads delivered on streaming platforms via LinkedIn.
   • Best for: Expanding reach through high-quality video campaigns.
   • Technical Requirements:
     • Dimensions:
       General: 1920 x 1080 pixels, 1280 x 720 pixels
       Recommended: 1920 x 1080 pixels
     • Aspect Ratio: 16:9
     • Format: MP4
     • Max File Size: 500MB
     • Video Duration:
       Min/Max: 6 seconds – 60 seconds
       Recommended: 6, 15, 30, 45, or 60 seconds

2. Sponsored Messaging

Sponsored Messaging enables businesses to engage with their audience directly through LinkedIn’s messaging inbox. This format feels personal and cuts through the noise of traditional ads.

Formats under Sponsored Messaging:

1. Conversation Ads
   • What it is: Interactive messages with multiple call-to-action (CTA) buttons.
   • Best for: Offering a conversational experience, like promoting webinars, content downloads, or surveys.
   • Technical Requirements:
     • Banner File Type (optional): JPG or PNG
     • Banner Image Size (optional): 300 x 250 pixels maximum
     • Banner Image File Size (optional): 2MB maximum
     • Sender Image: We will use the LinkedIn profile image of designated sender
     • Banner viewability: Only available on desktop
2. Message Ads
   • What it is: A direct, personalized message delivered to a user’s inbox.
   • Best for: Driving high-impact offers or quick responses.
   • Technical Requirements:
     • Subject line: 60 characters max
     • Message body: Up to 1,500 characters

3. Lead Gen Forms

Lead Gen Forms streamline the lead collection process by pre-filling user details within LinkedIn.

• What it is: Forms attached to Sponsored Content or Sponsored Messaging ads.
• Best for: Capturing leads for content downloads, event sign-ups, or contact requests.
• Why it works: Reduces friction and makes it easier for users to submit their information.
• Technical Requirements:
  • Form Name: 256 characters
    Landing page URL: 2000 characters
    Offer Headline:  60 characters
    Offer Detail (optional): 160 characters
    Privacy Policy: 2000 characters
    Call-to-Action: 20 characters
    Confirmation Message: 300 characters

Form Recommendations

• Form Fields: 3-4 fields are recommended as best practice. 12 fields are the maximum

4. Text and Dynamic Ads

Text and Dynamic Ads are more lightweight but highly targeted formats that can appear in the sidebar or as dynamic content personalized for the viewer.

Formats under Text and Dynamic Ads:

1. Text Ads
   • What it is: Simple, clickable text ads displayed in LinkedIn’s sidebar.
   • Best for: Driving traffic to landing pages or increasing brand awareness cost-effectively.
   • Technical Requirements:
     • Headline: 25 characters
     • Description: 75 characters
     • Logo File Type : JPG or PNG
     • Logo File Size: 2MB
     • Logo image dimensions: 100×100 pixels
2. Spotlight Ads
   • What it is: Dynamic ads that highlight specific offers with personalized visuals.
   • Best for: Directing users to a website, landing page, or promotion.
   • Technical Requirements:
     • Company Logo Size: 100 x 100 pixels
     • Company Logo File Type: JPG or PNG
     • Company Logo File Size: 2 MB
     • Background Image File Type (optional): JPG or PNG
     • Background Image Dimensions (optional): 300 x 250 pixels
     • Background Image File Size (optional): 2 MB
     • Headline: 50 characters
     • Description: 70 characters
3. Follower Ads
   • What it is: Dynamic ads encouraging users to follow your LinkedIn Page.
   • Best for: Growing your company’s audience and expanding visibility.
   • Technical Requirements:
     • Company Logo Size: 100x100px
     • Company Logo File Type: JPG or PNG
     • Company Logo File Size: 2MB
     • Ad headline: Up to 50 characters
     • Description: 70 characters

Which Ad Format Works Best on LinkedIn?

The most effective LinkedIn ad format depends on your specific marketing objectives:

1. For Brand Awareness: Single Image Ads, Thought Leader Ads and Video Ads stand out for their ability to engage audiences visually and concisely.
   • Why: These formats blend seamlessly into LinkedIn feeds, capturing attention without feeling intrusive.
2. For Lead Generation: Message Ads, Document Ads with Lead Gen Forms and Lead Gen Forms are top-performing options.
   • Why: They enable direct communication with audiences and simplify the lead-capture process, reducing friction.
3. For Engagement: Document Ads, Thought Leader Ads, Carousel Ads and Single image Ads excel at driving interaction.
   • Why: Multiple images or interactive messaging paths encourage users to explore content or respond to offers.
4. For Website Traffic: Text Ads and Single Image Ads work effectively for cost-efficient traffic generation.
   • Why: These formats are lightweight, highly targeted, and ideal for driving clicks to landing pages.

Key Takeaway

The best LinkedIn ad formats aligns with your marketing goals. Combining multiple formats and running A/B tests can help identify what resonates most with your audience. Monitor key performance metrics like click-through rates (CTR), dwell time and conversion rates to refine your strategy over time.

Example: A B2B CRM Marketing Funnel Campaign

Below is a proposed performance marketing funnel structure tailored for a B2B company selling CRM systems, leveraging various LinkedIn ad formats.

The goal is to guide prospects from initial awareness to conversion, using a mix of content, targeting strategies, and ad types appropriate for each funnel stage.

Top of Funnel (ToFu) – Awareness and Interest

Objective: Reach new, cold audiences (decision-makers in target companies) and build brand awareness while highlighting the need for an effective CRM solution.

Target Audience:

• Cold Targeting: Sales managers, sales directors, heads of marketing or sales in B2B industries.
• ABM Lists: Key target accounts identified for Account-Based Marketing.

Ad Formats and Content:

• Single Image Ads / Video Ads: Short videos and visuals highlighting key CRM benefits like improved efficiency and lead management.
• Thought Leader Ads: Sponsored posts from company executives sharing industry trends.
• Document Ads: A checklist, e.g., 5 Key Features of a High-Performing CRM.
• Connected TV Ads (optional): Short video spots for brand recall on streaming platforms.

CTA: “Learn More,” “See How We Work,” “Explore the Latest Trends in Customer Management.”

Middle of Funnel (MoFu) – Engagement and Education

Objective: Convert interested prospects into leads by providing valuable educational and industry-related content.

Target Audience:

• Warm Retargeting Audiences: Users who engaged with ToFu content (e.g., video views, ad clicks, downloads).

Ad Formats and Content:

• Carousel Ads: Showcase eBooks or reports like The Complete Guide to Choosing a B2B CRM.
• Document Ads with Lead Gen Forms: Whitepapers and case studies showing successful CRM implementations.
• Conversation Ads / Message Ads: Personalized webinar invitations on sales funnel optimization.

CTA: “Download the Report,” “Register for the Webinar,” “Access the Free Mini-Course.”

Bottom of Funnel (BoFu) – Conversion and Decision-Making

Objective: Turn warm leads into customers by showcasing specific solutions, offering trials, demos, and product details.

Target Audience:

• Warm Retargeting Audiences + Leads: Users who downloaded MoFu content, attended webinars, or expressed interest.

Ad Formats and Content:

• Message Ads / Conversation Ads: Direct invitations to book live demos or product tours.
• Spotlight Ads: Highlight CRM features, testimonials, and trial offers: Try Our CRM Free for 14 Days.
• Document Ads: Advanced case studies, e.g., How Our CRM Increased Lead Conversion Rates by 30% in 3 Months.

CTA: “Book a Demo,” “Start Your Free Trial,” “Get in Touch.”

Hot Retargeting – Long-Term Nurture

Objective: Nurture hot leads who haven’t yet converted and maintain relationships with existing leads and customers.

Target Audience:

• Hot Retargeting Audiences + Leads: Users who viewed demos, requested quotes, but haven’t purchased yet.

Ad Formats and Content:

• Document Ads / Carousel Ads: Advanced case studies, product comparisons, and guides.
• Thought Leader Ads: Posts highlighting CRM updates and integrations.
• Video Ads: Customer testimonials or tutorials demonstrating CRM functionalities.

CTA: “Contact a Consultant,” “Read the Case Study,” “View the Full Feature List.”

Conclusion

LinkedIn ad formats provide B2B marketers with the flexibility to meet various objectives—whether it’s building brand awareness, driving quality leads, or boosting event attendance. By understanding each format’s strengths and aligning them with your goals, you can create effective B2B performance marketing campaigns that maximize ROI.

Now that you know the options, it’s time to experiment and find out which LinkedIn ad format works best for your audience!