20 min read
LinkedIn Campaign Types & Ad Formats
Master Sponsored Content, Message Ads, Text Ads, Dynamic Ads, and Document Ads with detailed specifications.
LinkedIn Ad Format Ecosystem
LinkedIn offers a diverse portfolio of ad formats designed to meet different marketing objectives across the customer journey. Each format has unique specifications, placements, and use cases that optimize for specific business outcomes.
code
LinkedIn Ad Format Overview:
┌─────────────────────────────────────────────────────────────────────┐
│ FORMAT CATEGORIES │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ SPONSORED CONTENT MESSAGE ADS │
│ ├── Single Image Ads ├── Conversation Ads │
│ ├── Carousel Ads └── Message Ads (Legacy) │
│ ├── Video Ads │
│ ├── Document Ads TEXT & DYNAMIC ADS │
│ ├── Event Ads ├── Text Ads │
│ └── Thought Leader Ads ├── Spotlight Ads │
│ ├── Follower Ads │
│ LEAD GEN FORMS └── Content Ads │
│ └── Available with all │
│ Sponsored Content formats JOBS ADS │
│ ├── Single Job Ad │
│ └── Jobs Carousel │
│ │
│ Format Performance Comparison: │
│ ───────────────────────────────────────────────────────────────── │
│ Format CTR Engagement Best Objective │
│ ───────────────────────────────────────────────────────────────── │
│ Single Image 0.4-0.6% Medium Traffic, Leads │
│ Carousel 0.5-0.8% High Engagement, Leads │
│ Video 0.5-1.0% Very High Awareness, Views │
│ Document 0.8-1.2% Very High Engagement, Leads │
│ Message Ads 35-45%* N/A Leads, Conversions │
│ Text Ads 0.02-0.05% Low Budget-conscious │
│ * = Open rate, not CTR │
│ │
└─────────────────────────────────────────────────────────────────────┘Sponsored Content
Sponsored Content appears natively in the LinkedIn feed, blending with organic posts for maximum engagement. These are LinkedIn's most popular and versatile ad formats.
Single Image Ads
Single Image Ads are the foundational Sponsored Content format, ideal for driving traffic, generating leads, and building brand awareness with a single compelling visual.
code
Single Image Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ IMAGE REQUIREMENTS │
│ ├── Recommended size: 1200 x 627 pixels (1.91:1 ratio) │
│ ├── Minimum size: 400 x 400 pixels │
│ ├── Maximum file size: 5 MB │
│ ├── Formats: JPG, PNG, GIF (non-animated) │
│ └── Square alternative: 1200 x 1200 pixels (1:1 ratio) │
│ │
│ TEXT LIMITS │
│ ├── Introductory text: 600 characters (150 recommended) │
│ ├── Headline: 200 characters (70 recommended) │
│ ├── Description: 300 characters (100 recommended) │
│ └── Destination URL: Required │
│ │
│ CTA BUTTONS (Optional) │
│ ├── Apply ├── Learn More ├── Sign Up │
│ ├── Download ├── Register ├── Subscribe │
│ ├── Get Quote ├── Request Demo ├── View Jobs │
│ ├── Join ├── See More └── Watch Now │
│ │
│ PLACEMENTS │
│ ├── LinkedIn Feed (desktop & mobile) │
│ ├── LinkedIn Audience Network (optional) │
│ └── Right rail preview (desktop only) │
│ │
└─────────────────────────────────────────────────────────────────────┘Single Image Best Practices
code
// Single Image Ad optimization checklist
const singleImageBestPractices = {
image: {
guidelines: [
'Use high-quality, professional imagery',
'Include people when possible (higher engagement)',
'Ensure text overlay is minimal (< 20% of image)',
'Test both 1.91:1 and 1:1 aspect ratios',
'Use brand colors consistently',
'Avoid stock photos that look generic',
],
testing: {
variants: [
'Product screenshot vs lifestyle',
'With people vs without',
'Dark background vs light',
'Illustration vs photography',
],
},
},
copy: {
introText: {
structure: [
'Hook (first line visible without expansion)',
'Value proposition',
'Social proof or specifics',
'Call to action',
],
tips: [
'Front-load the value',
'Use numbers and specifics',
'Ask questions to drive engagement',
'Include relevant hashtags (max 3)',
],
},
headline: {
formulas: [
'Benefit-driven: "Reduce [problem] by [X]%"',
'Question-based: "Ready to [desired outcome]?"',
'How-to: "How [audience] achieves [result]"',
'Social proof: "[X] companies trust [Brand]"',
],
},
},
cta: {
matching: {
awareness: ['Learn More', 'See More'],
consideration: ['Download', 'Register', 'Watch Now'],
conversion: ['Request Demo', 'Get Quote', 'Sign Up'],
},
},
};Carousel Ads
Carousel Ads showcase multiple cards (2-10) that users can swipe through, perfect for telling a story, showcasing multiple products, or highlighting different features.
code
Carousel Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ CAROUSEL STRUCTURE │
│ ├── Minimum cards: 2 │
│ ├── Maximum cards: 10 │
│ ├── Recommended: 3-5 cards (optimal engagement) │
│ └── Each card can have unique URL │
│ │
│ CARD IMAGE SPECS │
│ ├── Size: 1080 x 1080 pixels (1:1 ratio REQUIRED) │
│ ├── File size: Max 10 MB per card │
│ ├── Format: JPG, PNG │
│ └── Consistent aspect ratio across all cards │
│ │
│ CARD TEXT LIMITS │
│ ├── Card headline: 45 characters │
│ └── Destination URL per card: Required │
│ │
│ OVERALL AD TEXT │
│ ├── Introductory text: 255 characters (150 recommended) │
│ └── Optional description per card: 70 characters │
│ │
│ CAROUSEL USE CASES │
│ ├── Product catalog showcase │
│ ├── Feature breakdown │
│ ├── Customer testimonials series │
│ ├── Step-by-step process explanation │
│ ├── Multi-audience messaging │
│ └── Event agenda highlights │
│ │
└─────────────────────────────────────────────────────────────────────┘Carousel Strategy Patterns
code
// Carousel ad content strategies
const carouselStrategies = {
storytelling: {
description: 'Build narrative across cards',
structure: [
{ card: 1, content: 'Hook: The problem or challenge' },
{ card: 2, content: 'Agitation: Why this matters' },
{ card: 3, content: 'Solution: Your approach' },
{ card: 4, content: 'Proof: Results or testimonials' },
{ card: 5, content: 'CTA: Next step' },
],
bestFor: ['Brand awareness', 'Thought leadership', 'Case studies'],
},
productShowcase: {
description: 'Highlight multiple products/features',
structure: [
{ card: 1, content: 'Category overview' },
{ card: 2, content: 'Product A + key benefit' },
{ card: 3, content: 'Product B + key benefit' },
{ card: 4, content: 'Product C + key benefit' },
{ card: 5, content: 'Compare all / Shop now' },
],
bestFor: ['E-commerce', 'SaaS features', 'Service offerings'],
},
testimonialSeries: {
description: 'Multiple customer proof points',
structure: [
{ card: 1, content: 'Headline stat or claim' },
{ card: 2, content: 'Customer 1 quote + result' },
{ card: 3, content: 'Customer 2 quote + result' },
{ card: 4, content: 'Customer 3 quote + result' },
{ card: 5, content: 'Join these companies CTA' },
],
bestFor: ['Trust building', 'Bottom-funnel conversion'],
},
howToGuide: {
description: 'Educational step-by-step content',
structure: [
{ card: 1, content: 'What you will learn' },
{ card: 2, content: 'Step 1' },
{ card: 3, content: 'Step 2' },
{ card: 4, content: 'Step 3' },
{ card: 5, content: 'Get the full guide CTA' },
],
bestFor: ['Lead magnets', 'Educational content', 'Downloads'],
},
};Video Ads
Video Ads capture attention with motion and sound, ideal for brand storytelling, product demos, and driving video views.
code
Video Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ VIDEO REQUIREMENTS │
│ ├── Duration: 3 seconds - 30 minutes │
│ ├── Recommended length: 15-30 seconds (feed), 30-90 sec (story) │
│ ├── File size: 75 KB minimum, 200 MB maximum │
│ ├── Format: MP4 required │
│ ├── Frame rate: 30 fps maximum │
│ ├── Audio: AAC or MPEG4 audio codec │
│ └── Audio sample rate: < 64KHz │
│ │
│ ASPECT RATIOS │
│ ├── Landscape: 16:9 (1920 x 1080) - Traditional │
│ ├── Square: 1:1 (1080 x 1080) - Higher engagement │
│ ├── Vertical: 9:16 (1080 x 1920) - Mobile optimized │
│ └── Portrait: 4:5 (1080 x 1350) - Compromise option │
│ │
│ TEXT LIMITS │
│ ├── Introductory text: 600 characters (150 recommended) │
│ ├── Video headline: 200 characters (70 recommended) │
│ └── Description: 300 characters │
│ │
│ CAPTIONS │
│ ├── 85% of videos watched on mute │
│ ├── SRT file upload supported │
│ ├── Burn-in captions recommended │
│ └── Auto-captions available (review for accuracy) │
│ │
│ THUMBNAIL │
│ ├── Auto-generated or custom upload │
│ ├── Custom recommended: 1200 x 627 pixels │
│ └── Appears before video plays │
│ │
└─────────────────────────────────────────────────────────────────────┘Video Content Framework
code
// Video ad content structure
const videoContentFramework = {
structure: {
hook: {
duration: '0-3 seconds',
purpose: 'Stop the scroll, capture attention',
techniques: [
'Bold visual or statement',
'Surprising statistic',
'Direct question to viewer',
'Pattern interrupt',
'Show the end result first',
],
},
body: {
duration: '3-25 seconds',
purpose: 'Deliver value and build interest',
techniques: [
'Problem → Solution narrative',
'Feature demonstration',
'Customer testimonial clips',
'Behind-the-scenes content',
'Educational explanation',
],
},
cta: {
duration: '25-30 seconds',
purpose: 'Drive action',
techniques: [
'Clear verbal CTA',
'Visual CTA overlay',
'End card with URL',
'Repeat key benefit',
],
},
},
styleGuides: {
brandAwareness: {
length: '15-30 seconds',
focus: 'Emotional connection, brand story',
style: 'Cinematic, polished production',
},
productDemo: {
length: '30-60 seconds',
focus: 'Features, benefits, use cases',
style: 'Screen recording + narration',
},
testimonial: {
length: '30-90 seconds',
focus: 'Customer results and satisfaction',
style: 'Interview format, authentic',
},
thoughtLeadership: {
length: '60-180 seconds',
focus: 'Industry insights, expertise',
style: 'Executive speaker, professional setting',
},
},
optimizationTips: [
'Front-load key message (many won\'t watch past 10 sec)',
'Design for sound-off viewing with captions',
'Use square or vertical for mobile priority',
'Include brand in first 3 seconds',
'Test multiple hooks with same body content',
'Use movement in first frames to auto-play effect',
],
};Document Ads
Document Ads allow users to preview and download content directly in the feed, perfect for gated content like whitepapers, ebooks, and case studies.
code
Document Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ DOCUMENT REQUIREMENTS │
│ ├── Formats: PDF, DOC, DOCX, PPT, PPTX │
│ ├── Maximum file size: 100 MB │
│ ├── Maximum pages: 300 pages (10 pages ideal) │
│ ├── Recommended: PDF for best rendering │
│ └── Landscape orientation recommended │
│ │
│ PREVIEW BEHAVIOR │
│ ├── First 5 pages shown as preview │
│ ├── Users swipe through in feed │
│ ├── Full document requires click-through │
│ └── Can gate with Lead Gen Form │
│ │
│ TEXT LIMITS │
│ ├── Introductory text: 600 characters │
│ ├── Document title: 100 characters │
│ └── Document description: 300 characters │
│ │
│ DOCUMENT AD VARIATIONS │
│ ├── Ungated: Full access, no form required │
│ │ └── Best for awareness, thought leadership │
│ └── Gated: Lead Gen Form before full access │
│ └── Best for lead generation │
│ │
│ PERFORMANCE METRICS │
│ ├── Downloads (gated) or Views (ungated) │
│ ├── Pages viewed │
│ ├── Average time on document │
│ └── Document completion rate │
│ │
└─────────────────────────────────────────────────────────────────────┘Document Content Strategy
code
// Document ad content optimization
const documentStrategy = {
contentTypes: {
whitepaper: {
pages: '8-15',
purpose: 'Deep dive on industry topic',
gating: 'Always gate',
conversionRate: '15-25%',
},
ebook: {
pages: '15-30',
purpose: 'Comprehensive guide',
gating: 'Gate for quality leads',
conversionRate: '10-20%',
},
caseStudy: {
pages: '3-6',
purpose: 'Customer success story',
gating: 'Gate or ungate based on funnel stage',
conversionRate: '20-35%',
},
checklist: {
pages: '2-5',
purpose: 'Actionable resource',
gating: 'Light gating or ungated',
conversionRate: '25-40%',
},
infographic: {
pages: '1-3',
purpose: 'Visual data/insights',
gating: 'Usually ungated',
conversionRate: 'N/A (awareness)',
},
},
designBestPractices: [
'Bold, attention-grabbing cover page',
'Clear visual hierarchy on each page',
'Include brand elements consistently',
'Design for mobile viewing (larger text)',
'Add page numbers for reference',
'Include CTA on last page',
],
previewOptimization: {
page1: 'Strong cover with value proposition',
page2: 'Table of contents or key takeaways',
page3: 'Begin valuable content',
page4: 'Continue with insights',
page5: 'Tease more value to encourage download',
},
};Event Ads
Event Ads promote LinkedIn Events with a native experience including event details, registration, and attendee information.
code
Event Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ REQUIREMENTS │
│ ├── Must have existing LinkedIn Event created │
│ ├── Event banner: 1200 x 628 pixels (1.91:1) │
│ ├── Event must be public or visible to target audience │
│ └── Company Page must be event organizer │
│ │
│ AD ELEMENTS (Auto-populated from Event) │
│ ├── Event name │
│ ├── Event date and time │
│ ├── Event type (online/in-person) │
│ ├── Organizer name │
│ └── Attendee count (social proof) │
│ │
│ CUSTOMIZABLE TEXT │
│ ├── Introductory text: 600 characters │
│ └── CTA button: "Register" or custom │
│ │
│ EVENT TYPES SUPPORTED │
│ ├── LinkedIn Live (streaming) │
│ ├── LinkedIn Audio Events │
│ ├── External online events (Zoom, Teams, etc.) │
│ └── In-person events │
│ │
│ PERFORMANCE FEATURES │
│ ├── One-click registration (LinkedIn Events) │
│ ├── Calendar integration │
│ ├── Attendee networking │
│ └── Post-event content hosting │
│ │
└─────────────────────────────────────────────────────────────────────┘Thought Leader Ads
Thought Leader Ads promote posts from individual employees' profiles as sponsored content, adding authenticity and personal connection to advertising.
code
Thought Leader Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ REQUIREMENTS │
│ ├── Must be organic post from employee profile │
│ ├── Employee must be associated with Company Page │
│ ├── Post must be public visibility │
│ ├── Employee must approve sponsorship │
│ └── Post age: Can sponsor posts up to 1 year old │
│ │
│ ELIGIBLE POST TYPES │
│ ├── Text-only posts │
│ ├── Single image posts │
│ ├── Multi-image posts │
│ ├── Video posts │
│ ├── Document/PDF posts │
│ └── Poll posts (view results only) │
│ │
│ NOT ELIGIBLE │
│ ├── Reposts/shares │
│ ├── Posts with @mentions of other companies │
│ ├── Posts linking to competitors │
│ └── Posts with explicit promotional language │
│ │
│ AD APPEARANCE │
│ ├── Shows employee name, photo, headline │
│ ├── "Promoted by [Company]" label │
│ ├── Original post engagement (likes, comments visible) │
│ └── CTA button can be added │
│ │
│ BEST USE CASES │
│ ├── Executive thought leadership │
│ ├── Employee advocacy amplification │
│ ├── Industry insights and opinions │
│ ├── Company culture showcases │
│ └── Authentic product recommendations │
│ │
└─────────────────────────────────────────────────────────────────────┘Message Ads
Message Ads deliver personalized messages directly to LinkedIn inboxes, creating a direct, conversational connection with prospects.
Conversation Ads
Conversation Ads provide an interactive experience with multiple CTAs and branching paths, allowing recipients to choose their own journey.
code
Conversation Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ MESSAGE STRUCTURE │
│ ├── Initial message: 500 characters max (300 recommended) │
│ ├── CTA buttons: 2-5 per message │
│ ├── Button text: 25 characters max │
│ ├── Follow-up messages: Up to 5 layers deep │
│ └── Total conversation tree: No hard limit │
│ │
│ SENDER REQUIREMENTS │
│ ├── Must be real employee (no fake personas) │
│ ├── Can use Company Page as sender │
│ ├── Sender profile visible to recipient │
│ └── Sender must have 1st-degree connection quality │
│ │
│ CTA BUTTON OPTIONS │
│ ├── Website URL (tracked) │
│ ├── Lead Gen Form (opens inline) │
│ ├── Next message in flow (continue conversation) │
│ └── External action (calendar link, etc.) │
│ │
│ FREQUENCY CONTROLS │
│ ├── One message per member per 45 days (LinkedIn enforced) │
│ ├── Across all advertisers, not just yours │
│ └── Premium members may receive more │
│ │
│ PRICING │
│ ├── Cost Per Send (CPS) model │
│ ├── Typical CPS: $0.50-1.00 │
│ └── Pay only when message delivered │
│ │
└─────────────────────────────────────────────────────────────────────┘Conversation Ad Flow Design
code
// Conversation ad flow structure
const conversationAdFlows = {
eventPromotion: {
initialMessage: `Hi {{firstName}},
I noticed you're in {{industry}} - we're hosting a webinar on [Topic] that I think you'd find valuable.
{{executive name}} will be sharing insights on [key benefit].
Would you like to know more?`,
buttons: [
{
text: 'Tell me more',
action: 'next_message',
followUp: 'Great! The webinar covers...',
},
{
text: 'Register now',
action: 'lead_gen_form',
},
{
text: 'Not right now',
action: 'next_message',
followUp: 'No problem! Would you prefer we send you the recording afterward?',
},
],
},
productDemo: {
initialMessage: `Hi {{firstName}},
I saw you've been exploring [product category]. Many {{job_function}} leaders at companies like {{company_size}} are using [Product] to [key benefit].
Interested in seeing how it could help {{company}}?`,
buttons: [
{
text: 'Schedule a demo',
action: 'url',
url: 'https://calendly.com/sales/demo',
},
{
text: 'Send me info first',
action: 'next_message',
followUp: 'Of course! Here\'s a quick overview...',
},
{
text: 'Already using a solution',
action: 'next_message',
followUp: 'Got it! Mind sharing what you\'re using? We often help teams migrate...',
},
],
},
contentOffer: {
initialMessage: `Hi {{firstName}},
We just published new research on [Topic] based on data from 500+ {{industry}} companies.
Key finding: [Interesting stat]
Would you like the full report?`,
buttons: [
{
text: 'Yes, send it',
action: 'lead_gen_form',
},
{
text: 'Tell me more first',
action: 'next_message',
followUp: 'The report covers 3 main areas...',
},
],
},
designBestPractices: [
'Keep initial message under 300 characters',
'Use personalization tokens naturally',
'Offer 2-3 clear button choices',
'Make buttons conversational, not salesy',
'Always provide an "opt-out" path',
'Test different sender personas',
'Keep conversation tree simple (2-3 layers max)',
],
};Message Ads (Legacy)
Traditional Message Ads deliver a single message with one CTA, simpler but less interactive than Conversation Ads.
code
Message Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ MESSAGE CONTENT │
│ ├── Subject line: 60 characters max (30 recommended) │
│ ├── Message body: 1,500 characters max (500 recommended) │
│ ├── CTA button: 1 button only │
│ ├── Button text: 20 characters max │
│ └── Custom footer: 2,500 characters (optional) │
│ │
│ ATTACHMENT OPTIONS │
│ ├── Banner image: 300 x 250 pixels │
│ └── No document attachments │
│ │
│ COMPARISON TO CONVERSATION ADS │
│ ├── Simpler to create │
│ ├── Single path (no branching) │
│ ├── Lower engagement typically │
│ └── Being phased out in favor of Conversation Ads │
│ │
└─────────────────────────────────────────────────────────────────────┘Text Ads & Dynamic Ads
These formats appear in the right rail (desktop) and top banner, offering lower-cost options for specific use cases.
Text Ads
Text Ads are simple, affordable ads appearing on desktop LinkedIn pages, ideal for testing messaging or supplementing other campaigns.
code
Text Ad Specifications:
┌─────────────────────────────────────────────────────────────────────┐
│ TECHNICAL SPECS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ CREATIVE ELEMENTS │
│ ├── Image: 100 x 100 pixels (2 MB max) │
│ ├── Headline: 25 characters │
│ ├── Description: 75 characters │
│ └── Destination URL: Required │
│ │
│ PLACEMENT │
│ ├── Right rail (sidebar) │
│ ├── Top banner (above feed) │
│ └── Desktop only (no mobile) │
│ │
│ PERFORMANCE │
│ ├── CTR: 0.02-0.05% (much lower than feed ads) │
│ ├── CPC: $2-5 (lower than Sponsored Content) │
│ ├── Best for: Remarketing, brand reinforcement │
│ └── Volume: High impressions, low clicks │
│ │
│ USE CASES │
│ ├── Budget-conscious campaigns │
│ ├── A/B testing headlines at low cost │
│ ├── Retargeting website visitors │
│ └── Supplementing main campaigns │
│ │
└─────────────────────────────────────────────────────────────────────┘Dynamic Ads
Dynamic Ads use LinkedIn profile data to personalize ads at scale, showing the member's own photo alongside your brand.
code
Dynamic Ad Types:
┌─────────────────────────────────────────────────────────────────────┐
│ FOLLOWER ADS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ PURPOSE: Grow Company Page followers │
│ │
│ APPEARANCE │
│ ├── Member profile photo + Company logo │
│ ├── Personalized: "[Name], follow [Company]" │
│ └── "Follow" CTA button │
│ │
│ SPECS │
│ ├── Company logo: 100 x 100 pixels │
│ ├── Headline: 50 characters (auto-generated or custom) │
│ └── Description: 70 characters │
│ │
│ PERFORMANCE │
│ ├── Follow rate: 2-4% typical │
│ └── Cost per follow: $1-3 │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ SPOTLIGHT ADS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ PURPOSE: Drive traffic with personalized messaging │
│ │
│ APPEARANCE │
│ ├── Member profile photo + Custom image │
│ ├── Personalized headline with member name │
│ └── Custom CTA button │
│ │
│ SPECS │
│ ├── Background image: 300 x 250 pixels │
│ ├── Company logo: 100 x 100 pixels │
│ ├── Headline: 50 characters │
│ ├── Description: 70 characters │
│ └── CTA: 18 characters │
│ │
├─────────────────────────────────────────────────────────────────────┤
│ CONTENT ADS │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ PURPOSE: Promote downloadable content │
│ │
│ APPEARANCE │
│ ├── Member photo + Document preview │
│ ├── Content title and description │
│ └── "Download" CTA │
│ │
│ BEST FOR: Ebooks, whitepapers, guides │
│ │
└─────────────────────────────────────────────────────────────────────┘Format Selection Matrix
Use this decision framework to select the right ad format based on your objectives and resources.
code
// Ad format selection logic
const formatSelectionMatrix = {
byObjective: {
brand_awareness: {
primary: ['video_ads', 'single_image'],
secondary: ['carousel', 'document_ads'],
avoid: ['message_ads', 'text_ads'],
reasoning: 'Feed formats maximize reach and brand recall',
},
lead_generation: {
primary: ['single_image_lead_gen', 'carousel_lead_gen'],
secondary: ['conversation_ads', 'document_ads_gated'],
avoid: ['text_ads'],
reasoning: 'Lead Gen Forms reduce friction, Message Ads for ABM',
},
website_traffic: {
primary: ['single_image', 'carousel'],
secondary: ['text_ads', 'video_ads'],
avoid: ['follower_ads'],
reasoning: 'Balance CTR with cost efficiency',
},
engagement: {
primary: ['video_ads', 'document_ads', 'carousel'],
secondary: ['thought_leader_ads', 'event_ads'],
avoid: ['text_ads', 'message_ads'],
reasoning: 'Rich media drives interactions',
},
page_growth: {
primary: ['follower_ads'],
secondary: ['thought_leader_ads', 'engagement_content'],
avoid: ['message_ads'],
reasoning: 'Dynamic Ads optimize for follows',
},
event_promotion: {
primary: ['event_ads'],
secondary: ['conversation_ads', 'single_image'],
avoid: ['text_ads'],
reasoning: 'Native event format includes all details',
},
},
byBudget: {
under_1000_month: {
recommended: ['text_ads', 'single_image'],
reasoning: 'Lower CPCs, easier to test',
},
'1000_5000_month': {
recommended: ['single_image', 'carousel', 'lead_gen'],
reasoning: 'Enough budget for feed ads with optimization',
},
'5000_plus_month': {
recommended: ['full_mix', 'video', 'conversation_ads'],
reasoning: 'Can afford premium formats and testing',
},
},
byAudienceSize: {
under_50k: {
recommended: ['message_ads', 'text_ads'],
warning: 'Sponsored Content may have delivery issues',
},
'50k_300k': {
recommended: ['single_image', 'carousel', 'video'],
optimal: true,
},
over_300k: {
recommended: ['all_formats'],
tip: 'Segment into smaller audiences for relevance',
},
},
};Creative Testing Framework
code
// Systematic approach to format testing
const creativeTestingFramework = {
phase1_formatTesting: {
duration: '2-4 weeks',
budget: '$2,000-5,000',
goal: 'Identify best performing format',
setup: [
{
format: 'single_image',
variants: 2,
audience: 'same_across_all',
},
{
format: 'carousel',
variants: 2,
audience: 'same_across_all',
},
{
format: 'video',
variants: 1,
audience: 'same_across_all',
},
],
successMetric: 'cost_per_result',
},
phase2_creativeOptimization: {
duration: '4-6 weeks',
budget: '80% to winning format',
goal: 'Optimize creative elements',
testElements: [
'headline_variations',
'image_variations',
'cta_variations',
'intro_text_variations',
],
},
phase3_scaling: {
duration: 'Ongoing',
approach: 'Maintain 3-4 top performers, test 1-2 new variants',
refreshRate: 'Every 4-6 weeks',
},
};Related Documentation
- LinkedIn Ads Complete Guide - Platform overview and strategy
- LinkedIn Targeting - Audience building and ABM
- Lead Gen Forms - Form optimization and CRM integration
- LinkedIn Optimization - Performance improvement strategies