How Using the Right LinkedIn Ad Format Can Improve Your Performance

LinkedIn has established itself as one of the most popular social media networks for businesses. With professionals spending an average of over 20 hours per week on the platform, it’s crucial to ensure that your ads reach as many relevant individuals as possible.

By using the right ad format and crafting compelling copy, you can maximize your ad’s effectiveness and resonate with your target audience.

In this article, we will explore the various LinkedIn ad formats available, their benefits, and strategies to optimize your campaigns for improved performance.

Understanding LinkedIn Ads

LinkedIn Ads refer to online advertising on the LinkedIn platform, allowing businesses to promote their products, services, or brand.

These ads appear on the right side of users’ screens and can effectively drive traffic to your website while increasing brand visibility.

LinkedIn offers two primary ad formats:

Sponsored content and self-service ads.

Sponsored content enables you to promote your company and brand by sharing relevant content such as blog posts or articles that specifically target your desired audience, such as marketing professionals.

On the other hand, self-service ads are suitable for businesses with limited time and budget, as they can create their ads using LinkedIn’s provided templates, eliminating the need for an agency.

The Power of LinkedIn Ads for B2B Marketers

LinkedIn stands as a powerful social media platform for B2B marketers.

It provides a unique opportunity to connect with your target audience and decision-makers, build brand awareness, and drive traffic to your website.

Leveraging LinkedIn ads allows marketers to reach the right people at the right time, ensuring optimal campaign performance and tangible results.

Exploring LinkedIn Ad Formats

LinkedIn offers several ad formats, each serving different purposes and catering to diverse marketing goals.

Let’s delve into the various options:

Sponsored Content:

This format allows you to promote content that you’ve published on LinkedIn or elsewhere on the web. Sponsored content can be used as either Sponsored InMail messages or display ads on desktop computers or mobile devices.

This format is useful when targeting an audience with whom you already have some relationship or connection—for example, individuals who have visited your website or signed up for an email list in the past year but haven’t been engaged since then (or ever).

Text Ads:

Text ads are standard text-based advertisements that appear at the top of users’ feeds when they log onto their homepage feed page through desktop browsers.

While there isn’t an option for additional formats, third-party applications like Sprout Social provide access to additional features such as video/image ads and tracking metrics.

Dynamic Ads:

Dynamic ads are a relatively new addition to LinkedIn’s advertising options, intended for businesses looking to promote their products or services directly on the platform.

With this ad format, you can choose between two different options: the first option displays natively-styled content written by LinkedIn’s editorial team in users’ feeds, and the second is an image-based ad that appears when someone views another user’s profile.

Both types of ads allow you to specify the audience(s) that will see them and how frequently they are displayed within each group.

Video Ads:

Video ads, similar to text ads, only appear on desktop browsers and are not available through mobile apps.

However, instead of relying solely on text, these advertisements feature a video that plays automatically when someone opens their feed.

You can choose from several types of videos, such as featuring your company’s employees or interview-style conversations with them, product demos/reviews, or short explainer videos about your offerings.

Carousel Ads:

Carousel ads allow you to showcase multiple images or videos within a single ad unit. 

Users can swipe through the carousel to view each image or video, providing a more interactive and engaging experience.

This format is particularly useful when highlighting different products, services, or key features to capture the viewer’s attention.

Optimizing and Testing Ad Formats

To make the most of LinkedIn ads, it’s crucial to optimize and test different ad formats to determine what works best for your target audience.

Here are some strategies to consider:

Define Clear Objectives:

Before launching any ad campaign, identify your goals and align them with the appropriate ad format.

Whether you aim to generate leads, drive website traffic, or increase brand awareness, having well-defined objectives will guide your decision-making process.

Target the Right Audience:

LinkedIn provides robust targeting options to ensure your ads reach the most relevant individuals.

Utilize demographic information, such as job titles, industries, or company size, to create custom audiences that align with your ideal customer base.

By reaching the right people, you can enhance ad performance and increase the likelihood of conversions.

Test Multiple Ad Formats:

Conduct A/B split tests to compare the performance of different ad formats.

Test variables such as headlines, descriptions, images, or videos to identify which combinations yield the best results.

This iterative approach allows you to refine your campaigns and optimize for maximum engagement and conversions.

Leverage LinkedIn Insights:

LinkedIn’s advertising platform provides detailed insights into campaign performance.

Analyze metrics such as click-through rates, impressions, and conversions to gain valuable data-driven insights.

Use this information to fine-tune your ad formats, targeting, and messaging for continuous improvement.

Engage with LinkedIn Advertising Experts:

If you require assistance with optimizing and testing your ads, LinkedIn offers access to expert advertising consultants who can provide valuable guidance.

Their expertise can help you navigate the platform’s features and achieve optimal results.


LinkedIn ads provide a powerful platform for businesses to connect with their target audience and achieve marketing success.

By leveraging the right ad formats, you can effectively capture attention, drive engagement, and ultimately achieve your campaign objectives.

Remember to define clear goals, target the right audience, and continuously optimize and test your ad formats to maximize performance.

LinkedIn’s robust insights and access to advertising experts further enhance your ability to achieve exceptional results.

So, embrace the opportunities that LinkedIn offers, harness the potential of its ad formats, and propel your brand to new heights of success in the dynamic world of digital marketing.

Start leveraging LinkedIn ads today and unlock a wealth of possibilities for your business.