Types of LinkedIn Ads: What’s the Best Ad Format for You?

LinkedIn Ads are a powerful tool for B2B marketing, personal branding, and professional lead generation. But to run a successful campaign, you must choose the right ad format for your goal.

This guide breaks down the different types of LinkedIn Ads available in 2025, how each works, when to use them, and which is best for your business.

🚀 Why Use LinkedIn Ads?

LinkedIn is the #1 platform for B2B advertising, trusted by marketers to:

• Target professionals by job title, industry, and seniority
• Generate qualified leads
• Promote content and events
• Increase brand visibility with decision-makers

Whether you’re targeting startup founders or C-level executives – LinkedIn Ads can get your message in front of the right audience.

🧾 Overview: Types of LinkedIn Ads

Here are the 6 major LinkedIn Ad formats you can use:

🖼️ 1. Sponsored Content (Single Image Ads)

These are native ads that appear directly in the LinkedIn feed, just like regular posts.

✅ Best for:

• Website traffic
• Lead generation
• Content promotion

📌 Features:

• Headline, image, and CTA
• Can include lead gen forms
• Supports A/B testing

Use it when you want to promote blogs, case studies, offers, or services to a targeted audience.

📨 2. Sponsored Messaging (Message Ads & Conversation Ads)

With Message Ads, you can send direct messages to users’ inboxes.
Conversation Ads take it further with clickable CTA options.

✅ Best for:

• Personalized outreach
• Event signups
• Lead nurturing

📌 Features:

• 1-on-1 feel
• High open rates
• Lead form integration

Use it when you want high-intent engagement or promote an exclusive offer, event, or consultation.

🧾 3. Text Ads

These are simple text-based ads shown on the right-hand sidebar on desktop.

✅ Best for:

• Brand visibility
• Budget-conscious campaigns

📌 Features:

• Headline + short description + small image
• Lower CPCs
• Desktop only

Use it when you’re testing new messages, or want inexpensive clicks and impressions in a B2B environment.

💡 4. Dynamic Ads

These are automated ads that personalize the message using the viewer’s profile data (name, photo, company, etc.).

✅ Best for:

• Company page follows
• Brand awareness
• Job promotions

📌 Features:

• Highly personalized
• Desktop only
• Automatically adjusts content

Use it when you want to build brand awareness or grow your LinkedIn company page.

📚 5. Carousel Ads

Carousel Ads allow you to include multiple images/cards that users can swipe through.

✅ Best for:

• Storytelling
• Showcasing multiple products/services
• Educating users in a visual format

📌 Features:

• Each card has its own image, headline, and CTA
• Can include up to 10 cards
• Great for product/service breakdowns

Use it when you want to tell a story or promote multiple benefits in one ad.

🎥 6. Video Ads

Video Ads allow you to run autoplay videos in the LinkedIn feed.

✅ Best for:

• Brand awareness
• Product demos
• Testimonials & storytelling

📌 Features:

• Native video in-feed
• Supports captions & CTAs
• Can be short (15s) or long (2+ min)

Use it when you want to visually capture attention and tell your brand story.

🤔 Which LinkedIn Ad Format Is Best for You?

📈 Pro Tips for LinkedIn Ads Success

• Use LinkedIn Lead Gen Forms to reduce drop-offs
• Keep your copy short, clear, and benefit-driven
• Always use professional, high-quality creatives
• Test different ad formats to find what works for your audience
• Track performance via LinkedIn Campaign Manager

🧠 Final Thoughts

Choosing the right LinkedIn ad format depends on your goal – whether it’s lead generation, brand awareness, or direct messaging.

Start with Sponsored Content if you’re new, then explore more advanced formats like Conversation Ads, Video, or Dynamic Ads as your strategy matures.

With the right targeting and creative, LinkedIn Ads can deliver high-value B2B results for your brand in 2025.