How to create effective LinkedIn ads

Why does creating your ads the right way matter?

What makes an ad successful on LinkedIn? It’s not just about designing something flashy. Your ad type and message affect whether your audience actually sees it, relates to it, remembers it, and acts on it.

For example, if you run a B2B software company, a Sponsored Content ad showcasing a short demo video might grab attention better than a simple text ad. Why? Because it addresses a problem your audience faces and offers a useful solution.

Let’s break down what good ads achieve:

• Capture attention in a busy feed.
• Speak directly to real business challenges your audience faces.
• Stick in the viewer’s mind long after they scroll past.
• Encourage the viewer to click or take action, like signing up or downloading a guide.

But here’s the catch: even the best ads fail if targeting is off. Imagine showing software demos to marketers when your product is built for finance teams. The ad won’t perform. That’s why getting your target audience and goal right is step one.

What does creating ads for your campaign involve?

How do you start creating LinkedIn ads? First, you choose your campaign objective and target audience in LinkedIn’s Campaign Manager. Your objective could be brand awareness, lead generation, or website visits, among others.

Once your objective and audience are set, LinkedIn shows which ad formats fit your campaign. But which format fits your goal best? Let’s explore common options and examples of when to use each.

Which LinkedIn ad formats can you choose from?

LinkedIn offers several ad types, including:

• Sponsored content: These are native ads appearing in user feeds, such as single image ads, video ads, or carousel ads. Great for storytelling and engaging audience.
• Text ads: Simple ads that appear on the sidebar or top of pages. Useful for quick promotions and driving traffic.
• Message ads (previously called Sponsored InMail): Delivered directly to users’ inboxes. Effective for personalised offers or event invitations.
• Dynamic ads: Automatically personalised ads like spotlighting users by name or company. Good for brand awareness and followers.

For instance, if your goal is lead generation, a Sponsored Content video showing a product demo with a clear call-to-action often performs better than text ads. Alternatively, for brand awareness, dynamic ads may help you increase your page followers with a personal touch.

Understanding ad formats and objectives

Choosing the right format means matching ad type to your campaign aim. For example, use message ads if you want to invite specific users to a webinar. Pick carousel ads if you want to showcase several features in one ad.