{"id":5210,"date":"2026-08-26T11:24:09","date_gmt":"2026-08-26T05:54:09","guid":{"rendered":"https:\/\/admomenta.com\/blog\/?p=5210"},"modified":"2026-08-31T11:27:05","modified_gmt":"2026-08-31T05:57:05","slug":"the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads","status":"publish","type":"post","link":"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/","title":{"rendered":"The Complete Guide to B2B Ad Formats: Demystifying Types of LinkedIn Ads"},"content":{"rendered":"<p><b>TL; DR:<\/b><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_67_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #132d7d;color:#132d7d\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #132d7d;color:#132d7d\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Direct_Answer_What_Are_the_Main_Types_of_LinkedIn_Ads\" title=\"Direct Answer: What Are the Main Types of LinkedIn Ads?\">Direct Answer: What Are the Main Types of LinkedIn Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#What_Are_the_Types_of_LinkedIn_Ads\" title=\"What Are the Types of LinkedIn Ads?\">What Are the Types of LinkedIn Ads?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Why_Understanding_the_Types_of_LinkedIn_Ads_Matters_for_Modern_Businesses\" title=\"Why Understanding the Types of LinkedIn Ads Matters for Modern Businesses\">Why Understanding the Types of LinkedIn Ads Matters for Modern Businesses<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#How_Types_of_LinkedIn_Ads_Work\" title=\"How Types of LinkedIn Ads Work\">How Types of LinkedIn Ads Work<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Key_Benefits_of_Different_LinkedIn_Ad_Formats\" title=\"Key Benefits of Different LinkedIn Ad Formats\">Key Benefits of Different LinkedIn Ad Formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Common_Mistakes_Businesses_Make_with_Types_of_LinkedIn_Ads\" title=\"Common Mistakes Businesses Make with Types of LinkedIn Ads\">Common Mistakes Businesses Make with Types of LinkedIn Ads<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#1_Choosing_the_format_before_the_objective\" title=\"1. Choosing the format before the objective\">1. Choosing the format before the objective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#2_Sending_cold_audiences_directly_to_a_demo\" title=\"2. Sending cold audiences directly to a demo\">2. Sending cold audiences directly to a demo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#3_Reusing_one_asset_everywhere\" title=\"3. Reusing one asset everywhere\">3. Reusing one asset everywhere<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#4_Optimizing_only_for_cheap_leads\" title=\"4. Optimizing only for cheap leads\">4. Optimizing only for cheap leads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#5_Ignoring_the_landing_page\" title=\"5. Ignoring the landing page\">5. Ignoring the landing page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#6_Over-targeting\" title=\"6. Over-targeting\">6. Over-targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#7_Running_isolated_campaigns\" title=\"7. Running isolated campaigns\">7. Running isolated campaigns<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Best_Practices_to_Get_Better_Results_from_LinkedIn_Ad_Formats\" title=\"Best Practices to Get Better Results from LinkedIn Ad Formats\">Best Practices to Get Better Results from LinkedIn Ad Formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Types_of_LinkedIn_Ads_Strategy_for_B2B_Brands\" title=\"Types of LinkedIn Ads Strategy for B2B Brands\">Types of LinkedIn Ads Strategy for B2B Brands<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Why_Choose_Ad_Momenta_for_LinkedIn_Advertising_Strategy\" title=\"Why Choose Ad Momenta for LinkedIn Advertising Strategy\">Why Choose Ad Momenta for LinkedIn Advertising Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/admomenta.com\/blog\/the-complete-guide-to-b2b-ad-formats-demystifying-types-of-linkedin-ads\/#Final_Thoughts\" title=\"Final Thoughts\">Final Thoughts<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-weight: 400;\">This blog is aimed at B2B founders, CMOs, marketing heads, demand generation teams, performance marketers, and businesses using or planning to use LinkedIn Ads for awareness, lead generation, and pipeline growth.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Explains the major LinkedIn ad formats:<\/b><span style=\"font-weight: 400;\"> The blog covers formats such as Single Image, Video, Carousel, Document, Event, Thought Leader, Message, Conversation, Lead Gen Form, Text, Follower, and Spotlight Ads, along with where each fits.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Helps marketers choose ads based on campaign objectives:<\/b><span style=\"font-weight: 400;\"> It explains that businesses should first define whether the goal is awareness, traffic, engagement, lead generation, event registrations, or conversions, and then select the appropriate format.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Provides a practical full-funnel LinkedIn Ads strategy:<\/b><span style=\"font-weight: 400;\"> The blog maps different ad formats across awareness, consideration, lead generation, retargeting, and conversion, instead of treating each LinkedIn campaign as an isolated activity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Focuses on qualified pipeline, not just clicks or cheap leads:<\/b><span style=\"font-weight: 400;\"> It highlights common mistakes such as sending cold audiences directly to demos, over-targeting, reusing the same creative, and optimizing only for low CPL, while recommending measurement around lead quality, qualified lead cost, conversions, and pipeline progression.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">B2B marketers must be creative when choosing an ad format, but they also need to decide how best to get the most out of their advertising dollar. This impacts attention, lead quality, conversion friction, and the journey a prospect takes through the purchase process. Here are a few different LinkedIn ad formats; each has a unique function.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s important to know the various kinds of ads on LinkedIn and choose the right one for the correct founder, CMO, and marketing team.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Direct_Answer_What_Are_the_Main_Types_of_LinkedIn_Ads\"><\/span><b>Direct Answer: What Are the Main Types of LinkedIn Ads?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Single Image, Video, Carousel, Document, Event, Thought Leader, Message, Conversation, Lead Gen Form, Text, Follower, and Spotlight Ads are the primary types of LinkedIn ads. They fall under the categories of Sponsored Content, Sponsored Messaging, Lead Gen Forms and Text or Dynamic Ads on LinkedIn. Feed formats can be used for awareness and consideration; messaging formats for direct engagement; Lead Gen Forms to help minimize friction in your conversion; and Dynamic or Text Ads can help drive visibility, traffic, follow engagement, and conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This format will be different depending on the campaign objective, user intentions, offer, and buying cycle phase of the B2B.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Are_the_Types_of_LinkedIn_Ads\"><\/span><b>What Are the Types of LinkedIn Ads?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The various LinkedIn ads and creative forms of delivery on LinkedIn Campaign Manager.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Single Image Ads: Basic feed ads for traffic, reports, demo, or awareness.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Video Ads: Ideal for storytelling, product education, and customer proof.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Carousel Ads: Swipeable cards with features, processes, use cases, or sequential story.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Document Ads: Show users reports, guides, and presentations in the feed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Event Ads: Promote LinkedIn Events and registrations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Thought Leader Ads are for certain posts by executives, employees, or experts to be amplified.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Message Ads: Send a single targeted sponsored message that has just one major call to action.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include a variety of responses and CTAs within LinkedIn Messaging with Conversation Ads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lead Gen Forms: Collect professional information with filled-out forms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Text Ads: lightweight desktop ads for traffic &amp; conversions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Follower Ads: Dynamic Ads that target users specifically who follow your LinkedIn Page.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Spotlight Ads: Dynamic Ads that are personalized and direct traffic to a landing page or offer.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These formats are available today on LinkedIn&#8217;s three Sponsored Content-related offerings (Sponsored Content, Sponsored Messaging, lead generation), on LinkedIn&#8217;s Text, and on LinkedIn&#8217;s Dynamic Ad ecosystem.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Understanding_the_Types_of_LinkedIn_Ads_Matters_for_Modern_Businesses\"><\/span><b>Why Understanding the Types of LinkedIn Ads Matters for Modern Businesses<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">B2B buying trips are typically not one-click buying trips. A prospect can find a viewpoint from an executive, read a report, watch a webinar, and only then send a request for a demo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The decision on which of the LinkedIn ad types is best is important because they serve different purposes. The right combination can increase visibility, instill confidence, alleviate lead-capture friction, and enhance conversion quality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Video, Document, and Thought Leader Ads can be more applicable to a company looking to create a new category rather than placing demo demands right away.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the audience is already engaged, a business can jump straight into Lead Gen Forms, Message Ads, or conversion-focused Sponsored Content.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Types_of_LinkedIn_Ads_Work\"><\/span><b>How Types of LinkedIn Ads Work<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The format is the vehicle; the objective is the goal.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Outline the business goal. Select one of the metrics: awareness, traffic, engagement, leads, event registrations, conversions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Map the audience. Segment by role, seniority, company, industry, skills, or matched audiences.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select the appropriate format for the purpose. Utilize video and thought leadership for education, documents for deeper consideration, and Lead Gen Forms or messaging for conversion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Align offer and creative. A benchmark report should be an experience different from a demo request.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Measure beyond clicks. Monitor lead quality, qualified lead cost, conversion rate, and pipeline progression.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Professional information like job title, seniority, skills, and other business attributes can be used to build audiences on LinkedIn for advertisers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a cybersecurity brand might serve a thought leader ad, display an engaged user with a document ad, and then serve a Lead Gen Form.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Key_Benefits_of_Different_LinkedIn_Ad_Formats\"><\/span><b>Key Benefits of Different LinkedIn Ad Formats<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improved fit between message and intent: Formats may align with various phases of the buying process.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Target audience: B2B marketers can target around relevant professional attributes.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lead capture is lower friction: Pre-filled Lead Gen Forms minimize time spent on manual form completion and enable prospects to provide high-quality information without leaving LinkedIn.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">More powerful thought leadership: Document and Thought Leader Ads allow brands to provide thought leadership before selling.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">All three engagement routes (Feed, Messaging, and Dynamic Ads) create different engagement paths for a buying committee.<\/span><\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Common_Mistakes_Businesses_Make_with_Types_of_LinkedIn_Ads\"><\/span><b>Common Mistakes Businesses Make with Types of LinkedIn Ads<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"1_Choosing_the_format_before_the_objective\"><\/span><b>1. Choosing the format before the objective<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">An unclear campaign goal is no good and can&#8217;t be saved by a good creative. Before deciding on a format, begin by first choosing the business action you want.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Sending_cold_audiences_directly_to_a_demo\"><\/span><b>2. Sending cold audiences directly to a demo<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The higher-commitment CTAs tend to need a certain level of trust. Content that is educational creates a better gateway.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Reusing_one_asset_everywhere\"><\/span><b>3. Reusing one asset everywhere<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The messaging and the creative structure of a founder post, report, webinar, and product demo are all different.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Optimizing_only_for_cheap_leads\"><\/span><b>4. Optimizing only for cheap leads<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Poor-fit leads may be masked by low CPL and will never turn into opportunities or revenue.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"5_Ignoring_the_landing_page\"><\/span><b>5. Ignoring the landing page<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A bad ad is one where the destination is slow, not specific, or is otherwise not congruent with the promise in the ad&#8217;s creative.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Over-targeting\"><\/span><b>6. Over-targeting<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Extremely narrow audiences can restrict campaign delivery and reduce opportunities for learning.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"7_Running_isolated_campaigns\"><\/span><b>7. Running isolated campaigns<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Campaigns should work together, not in isolation: Awareness + retargeting + content + lead generation.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Best_Practices_to_Get_Better_Results_from_LinkedIn_Ad_Formats\"><\/span><b>Best Practices to Get Better Results from LinkedIn Ad Formats<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Begin with the buyer&#8217;s journey. State what the prospect must learn or believe to take the next step; choose which format is the most natural way to convey it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Test various creatives, offers, and formats rather than relying on any individual ad. In fact, LinkedIn itself suggests creating several different LinkedIn Sponsored Content creatives for campaigns instead of one.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use meaningful engagement where possible to build retargeting audiences and measure performance by qualified leads and pipeline, not just CTR or CPL.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leverage valuable B2B content like benchmarks, expert perspectives, customer proof, and research.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Link paid campaigns with strong owned content as well. Answers to buyers&#8217; questions should be clear, and answers should be well structured in landing pages and supporting articles, which also can help with Google and AI visibility.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Types_of_LinkedIn_Ads_Strategy_for_B2B_Brands\"><\/span><b>Types of LinkedIn Ads Strategy for B2B Brands<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">D2C advertising logic shouldn&#8217;t be replicated for B2B brands. Selling is typically a multi-stakeholder, lengthier decision-making process, with higher contract value and increased internal justification requirements.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The sequence shown below is a practical full-funnel sequence:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Awareness: Video, Single Image, and Thought Leader Ads<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The Carousel, Document, and Event Ads are areas to consider. Some points to consider are Carousel, Document, and Event Ads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lead Generation: Lead Gen Forms, Message Ads, and Conversation Ads<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Retargeting and conversion: Single Image, Spotlight, Lead Gen Forms, or direct response messaging<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Reports or guides, presentations, and thought-leadership content can be especially useful in the B2B space, not only because they can be consumed directly in the LinkedIn feed, but also because they can be gated with Lead Gen Forms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The exact combination should be based on the size of the deal, length of sales cycle, maturity level of audience, and offer strength. Enterprise brands might require more thought leadership, while SaaS companies might need to introduce demo CTAs earlier.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Choose_Ad_Momenta_for_LinkedIn_Advertising_Strategy\"><\/span><b>Why Choose Ad Momenta for LinkedIn Advertising Strategy<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Ad Momenta considers LinkedIn ads not as an end unto itself, but a component of a larger B2B growth strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We can assist brands in making their positioning easier, developing a differentiated brand, producing content that resonates, and delivering performance campaigns that deliver real results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We optimize leads and conversions by linking campaigns to landing pages, website strategy and content, creative development, and conversion optimization.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is important because not every advertising problem is a media problem. Lack of clarity in positioning can lead to poor lead quality. Landing page issues may be the reason for poor conversion rates. Weak engagement can be due to generic creative or an offer that is not aligned with buyer intent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The goal is to create momentum through working together between positioning, branding, content, paid media, and marketing. That puts B2B teams on a straight trajectory to a qualified conversation.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span><b>Final Thoughts<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It is important to know the different types of LinkedIn ads because the format you choose will have an impact on how your message will be received by the buyer. The most effective option is not to go for any single \u2018best&#8217; format. It&#8217;s a match of format, audience, offer, and stage of the funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take the journey of the buyer and identify what they need to do next in every segment, then select the format that will facilitate it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if LinkedIn campaigns are driving action and not the right qualified pipeline, Ad Momenta can help evaluate positioning, creative, targeting, funnel, and conversion as a single integrated system.<\/span><\/p>\n\t\t<div data-elementor-type=\"section\" data-elementor-id=\"5213\" class=\"elementor elementor-5213\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9011896 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"9011896\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a871b15\" data-id=\"a871b15\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8d59d24 elementor-widget elementor-widget-heading\" data-id=\"8d59d24\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">FAQ<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6ef95e elementor-widget elementor-widget-accordion\" data-id=\"f6ef95e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"accordion.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion\">\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2581\" class=\"elementor-tab-title\" data-tab=\"1\" role=\"button\" aria-controls=\"elementor-tab-content-2581\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">What are the 7 types of advertisements?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2581\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"1\" role=\"region\" aria-labelledby=\"elementor-tab-title-2581\"><p><span style=\"font-weight: 400;\">There are 7 major types of ads \u2013 search ads, display ads, social ads, video ads, native ads, influencer marketing, and email ads. The following are the purposes of each format: brand awareness, lead generation, traffic, and sales. Many of these types of advertising are used together by businesses in order to advertise to customers through more than one channel.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2582\" class=\"elementor-tab-title\" data-tab=\"2\" role=\"button\" aria-controls=\"elementor-tab-content-2582\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">What type of ads work best on LinkedIn?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2582\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"2\" role=\"region\" aria-labelledby=\"elementor-tab-title-2582\"><p><span style=\"font-weight: 400;\">In most cases, Sponsored Content and Lead Generation Ads should work best on LinkedIn, particularly in the case of B2B marketing. These types of ads are right in the user&#8217;s feed and provide businesses the ability to target users based on their job title, industry, company size, and more. They are especially good for a campaign to generate leads, register for webinars, and market professional services.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2583\" class=\"elementor-tab-title\" data-tab=\"3\" role=\"button\" aria-controls=\"elementor-tab-content-2583\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">Is LinkedIn Ads CPC or CPM?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2583\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"3\" role=\"region\" aria-labelledby=\"elementor-tab-title-2583\"><p><span style=\"font-weight: 400;\">There are two bidding models available on LinkedIn Ads: CPC (Cost per click) and CPM (Cost per mille\/1,000 impressions). CPC is generally employed in lead generation and website traffic campaigns, whereas CPM is preferred for brand awareness campaigns. Depending on your campaign objectives and performance metrics, the best option is one that suits your needs.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2584\" class=\"elementor-tab-title\" data-tab=\"4\" role=\"button\" aria-controls=\"elementor-tab-content-2584\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">What are the four main categories of LinkedIn ad formats?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2584\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"4\" role=\"region\" aria-labelledby=\"elementor-tab-title-2584\"><p><span style=\"font-weight: 400;\">The four major types of ads on LinkedIn include LinkedIn Sponsored Content, LinkedIn Message Ads, LinkedIn Dynamic Ads, and LinkedIn Text Ads. Sponsored Content is included in the feed, Message Ads go directly to the users&#8217; inbox, Dynamic Ads are based on user profiles, while Text Ads offer a simple and cost-effective advertising solution.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-accordion-item\">\n\t\t\t\t\t<div id=\"elementor-tab-title-2585\" class=\"elementor-tab-title\" data-tab=\"5\" role=\"button\" aria-controls=\"elementor-tab-content-2585\" aria-expanded=\"false\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon elementor-accordion-icon-right\" aria-hidden=\"true\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-closed\"><i class=\"fas fa-chevron-down\"><\/i><\/span>\n\t\t\t\t\t\t\t\t<span class=\"elementor-accordion-icon-opened\"><i class=\"fas fa-chevron-up\"><\/i><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-accordion-title\" tabindex=\"0\">What is the 4-1-1 rule on LinkedIn?<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div id=\"elementor-tab-content-2585\" class=\"elementor-tab-content elementor-clearfix\" data-tab=\"5\" role=\"region\" aria-labelledby=\"elementor-tab-title-2585\"><p><span style=\"font-weight: 400;\">The 4-1-1 rule is: 4 posts on education, value, or something else; 1 post from an outside party; and 1 promotional post. This helps to keep readers engaged without it being too self-serving or promotional. It&#8217;s a widely used method for establishing credibility, trust, and long-term engagement on LinkedIn.<\/span><\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What are the 7 types of advertisements?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<p><span style=\\\"font-weight: 400;\\\">There are 7 major types of ads \\u2013 search ads, display ads, social ads, video ads, native ads, influencer marketing, and email ads. The following are the purposes of each format: brand awareness, lead generation, traffic, and sales. 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It&#8217;s a widely used method for establishing credibility, trust, and long-term engagement on LinkedIn.<\\\/span><\\\/p>\"}}]}<\/script>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d39417e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d39417e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cb95496\" data-id=\"cb95496\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\n","protected":false},"excerpt":{"rendered":"<p>TL; DR: This blog is aimed at B2B founders, CMOs, marketing heads, demand generation teams, performance marketers, and businesses using or planning to use LinkedIn Ads for awareness, lead generation, and pipeline growth. Explains the major LinkedIn ad formats: The blog covers formats such as Single Image, Video, Carousel, Document, Event, Thought Leader, Message, Conversation,&#8230;<\/p>\n","protected":false},"author":3,"featured_media":5211,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"default","_kad_post_title":"default","_kad_post_layout":"default","_kad_post_sidebar_id":"","_kad_post_content_style":"default","_kad_post_vertical_padding":"default","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-5210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Types of LinkedIn Ads: Complete B2B Guide<\/title>\n<meta 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