LinkedIn is the default channel for B2B advertising for one specific reason: its targeting is built directly on job title, seniority, industry, company size and skills — professional data no other ad platform has at this depth. That precision comes at a real cost (LinkedIn's CPCs typically run 3-5x higher than Meta's), which makes it best suited to higher-value products and services where reaching the exact right decision-maker justifies the premium.
Single Image Sponsored Content
A standard native feed ad combining one image with headline text, shown directly in the LinkedIn feed — the platform's baseline format and usually the first thing any B2B campaign tests.Baseline B2B
Video Ads
Native in-feed video that auto-plays sound-off by default — LinkedIn's equivalent of a Feed video ad, well suited to thought-leadership and product-demo content that a professional audience will actually stop to watch.Thought leadership
Carousel Ads
Multiple swipeable cards in one feed unit, each independently linkable — used heavily for case studies, step-by-step product walkthroughs, and multi-chapter brand stories.Case studies
Message Ads (InMail)
A sponsored message delivered directly into a user's LinkedIn inbox with a single, clear call-to-action button — feels personal, though overuse across an industry has made inboxes noisier than they once were.Direct inbox
Conversation Ads
An interactive InMail offering multiple selectable reply paths, functioning like a mini chatbot flow right inside the inbox — lets one message branch into several different offers depending on what the recipient clicks.Interactive
Lead Gen Forms
An in-platform form auto-filled with the user's own LinkedIn profile data — no landing page required, and consistently the highest-converting way to capture B2B leads on the platform.Zero-friction
Text Ads
Small, low-cost, pay-per-click ads shown in the sidebar of LinkedIn's desktop interface only — cheap, low-commitment, and useful mainly for retargeting or very tight budget tests.Low cost
Dynamic Ads (Follower/Spotlight)
Auto-personalized ads that insert the viewer's own name or profile photo directly into the creative — used mainly for follower growth or promoting a specific piece of content to a targeted list.Personalized
Document Ads
A native feed ad letting users preview and download a PDF, whitepaper, or slide deck directly in-feed without leaving LinkedIn — a strong fit for gated content and lead magnets in a B2B funnel.Lead magnets