Discover the different types of LinkedIn Ads for your Business


LinkedIn has a unique structure for showing ads and it has different formats. Understanding each type of ad will help you pick and choose the right one based on your business strategy.

The different types of LinkedIn Ads that your Business can use

Knowing which type of ad to select will set the path for LinkedIn ads to grow your business. Let’s get right into it to understand the different types of LinkedIn ads so you can boost the growth of your business.

  • Sponsored Content and Messaging ads
  • Lead Generation Forms
  • Text and Dynamic ads

Sponsored content and messaging ads on LinkedIn

Sponsored ads on LinkedIn lets you promote a post from your page and it will appear on your target user’s feed. They’ll appear labelled as ‘Promoted’ to differentiate between normal posts.

The objective of using a sponsored ad is to drive traffic to your website. Sponsored have different formats to choose from:

  • Single Image ads: This ad lets you use one, single image. It has to be an attractive image that grabs your user’s attention. They should want to interact with your business by clicking on the external link or call to action (CTA).
  • Video ads: Videos are likely to perform better if you have a creatively experienced team to make them for you. With LinkedIn video ads, you can attract even more attention to your sponsored ad.
  • Carousel ads: These ads showcase multiple photos to attract your target users. They can swipe through these posts to understand and learn more about your business. If you own an e-commerce business then carousel ads offer a great way to promote the different products you have.
  • Event ads: You may be holding an event and you’re looking to invite more and more people. LinkedIn-sponsored ads offer a great way to do that through event ads. Promote your event with LinkedIn’s Event ads and make sure to emphasize the event details.
  • Document ads: Document ads help you collect leads by offering helpful and insightful information for your target users. Your target users can download and read the document in their feed. These documents include e-books, white papers, case studies, presentations and infographics.
  • Conversation ads: Conversation ads are created with the intent to involve the users in discussions. These ads offer a great way to improve engagement with your post (and page!). You can start conversations with business decision-makers and professionals in the same field. This can be done through LinkedIn messaging on your mobile device or desktop. 
  • Message ads: Message ads are created to use the LinkedIn messages section to directly send messages to users. The objective is to develop and build your first impression and connect with each user personally. 

Launching your LinkedIn Sponsored Content and Messaging Ad

Step 1 – Choose an existing post / create one in Campaign Manager

You can use an existing LinkedIn post to launch your sponsored ad. You could either select a post that your users click on and get redirected to your website. Ideally, sponsoring a post that’s performing well organically is one way to do it!

So, navigate to the post you wish to sponsor and hit the boost option on that post. You will be taken to the Campaign Manager page from there.

Alternatively, you can design a post from scratch and launch it through LinkedIn Campaign Manager. You don’t have to go through your posts for that, simply head over to your LinkedIn page’s Campaign Manager and begin creating the ad.

Step 2 – Decide and apply your campaign’s objectives, audience and budget

Why are you launching a sponsored ad? You need to be clear about your objective, which could entail attracting leads, enhancing engagement, or inviting users to your site. Once you know your objective, outline the type of audience you want to target. You will get options for this along with specific details of the industry they’re part of and the groups with which they engage.

After this, you will be taken to the billing information section to indicate your budget for the sponsored ad campaign. You will be asked to set a timeline to indicate the duration of the ad you wish to set.

Step 3 – Review, edit, and launch your campaign

This last step involves reviewing your campaign before you hit the launch button. Check if you select the right target audience and set the right campaign objective. Make sure you’ve entered the right billing information and the budget set is correct. Once you’ve doubly verified everything, you can launch your campaign.

Launching an ad can be exciting as well as nerve-wracking. You can’t wait to get leads plus you’re hoping that your ad doesn’t fail you. But this excitement and worry can lead you to do things in a hurry, so always make sure that you’ve launched the ad after double-checking everything. You’d be surprised at the number of ad edits you make before you actually launch the final campaign.

Lead Generation Forms on LinkedIn

Data is a revenue-builder for any business. With the right kind of data, you can obtain insights to fuel your objective to generate relevant leads. LinkedIn has a feature for creating lead-generation forms that you can use to promote your business. 

These forms are like sign-up forms that require your target user’s information, providing the means to collect their data with their consent. This is because if the user is encouraged to interact with your ad with the means of what you are offering, they will willingly share their information, like name, email ID, etc.

This form of LinkedIn Ads can immediately connect your business to your target audience. You can customize your clicks based on how you want your customers to interact with your ads.

Launching your LinkedIn Lead Generation Forms

The lead generation form ad offers a fairly simple way of launching your ad. Log into your Campaign Manager Account on LinkedIn and head over to the ‘Assets’; you will find it in the menu tab. After this, click on ‘Lead Gen forms’ and then hit ‘Create Form’.

Following this, the process is pretty simple, the form has prepared options to fill up. You have to add your requirements and then click ‘Create’. Your lead generation form ad is ready for launch.

Text and Dynamic Ads on LinkedIn

If you don’t want your ad to appear on the feed of a user, how about the side? Text and Dynamic Ads on LinkedIn offer a way to showcase your ad but without a photo or video content. Your ad will have more CTAs that interest people to click follow or external links that you provide.

This ad can be created in the following ways:

  • Text ads – One of the simplest ads that appear in text on the top right corner of a user’s desktop feed.
  • Dynamic ads – Dynamic ads are personalized ads that appear on the right-hand side of a user’s desktop feed. They are personalized such that the ad appears and targets specific users, based on their profile information.
  • Spotlight ads – Spotlight ads are also customized as per the target user’s profile photo, company name, job title, etc. These ads, when clicked by the user, will take them directly to your website or a landing page you create.
  • Follower ads – If you want to increase followers on your LinkedIn page, use this dynamic ad format. It’s created to add attractive details to encourage users to follow your business page.

Launching your LinkedIn Text and Dynamic Ads

LinkedIn has made things simple for you by prompting you on what to fill in and why. Your first step is to head over to your Campaign Manager account and log in. Click on ‘Create Campaign’ and choose ‘Dynamic Ad’. After this, specify the details of your campaign, and before clicking the launch ad, double-check every input you’ve put for your ad. Once this is done, it’s go time!

The significance of objective-based ad campaigns on LinkedIn

When you know what you want to promote about your business, it becomes easier to select the type of campaign you want.

LinkedIn uses objective-based advertising that makes way for you to achieve specific goals. With this LinkedIn amenity, businesses can target their users through the sales funnel, from awareness to consideration.

Awareness ads are obviously to ensure that people know and learn about your business. These ads encourage people to talk about your business like your products, services and brand entirely. These awareness ads create an impression-based campaign to make an impression on your users. Through these ads, you can get more followers, increase views and create engagement.

Consider Ads are meant for leads who are already familiar with your business. They’ve learnt about your brand and now you want them to consider your products and services. So, you can optimize these ads to direct users to your website, get more engagement, and promote your business story, latest products, and so on.

Conversion Ads are designed to generate new leads or leads that are familiar with your brand. These leads have possibly passed through the awareness and consideration stage. If you’re lucky, they might skip those stages and directly buy your products and services (long shot).

You can use lead generation forms pre-filled with profile data on LinkedIn. You can encourage users to download e-books, sign-up for a newsletter, or buy your brand’s products. You can even use these ads to search for talented professionals to work at your company by promoting a job vacancy ad.

LinkedIn Ads are considerably expensive but they bring you the results you want. Of course, the outcome of these ads will also depend on your objectives, your creativity, and the audience you target. Do you want to run a LinkedIn Ad for your business? Connect with us at Bonoboz and we’ll help you launch your business.

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