Types of LinkedIn Ads: What’s the best ad format for you?

If you’re a B2B marketer or demand generation manager, you already know LinkedIn is the go-to platform for reaching decision-makers. With over 1 billion members, including 4 out of 5 B2B leads from social media originating here, LinkedIn isn’t just another advertising channel, it’s the channel.

But if you’ve ever opened Campaign Manager, you’ve likely felt that familiar overwhelm: single image ads, carousel ads, document ads, message ads… which one should I use?

Here’s the truth: there’s no single “best” format. The right one depends on your campaign objective, target audience, offer, and funnel stage.

This guide breaks down every major LinkedIn ad format, when to use them, and how to choose the one that will deliver the best ROI for your business.

LinkedIn’s ad formats aren’t interchangeable. Each is designed for specific outcomes, some excel at awareness, others are built for lead generation or direct response. Picking the wrong one can lead to:

Think of ad formats as tools in a toolkit. You wouldn’t use a hammer to cut wood , and you shouldn’t use a video ad when a document ad would deliver 3x more leads.

When chosen correctly, the right ad type helps you:

LinkedIn offers eight core ad formats, each with unique strengths and ideal use cases:

Let’s break each of them down, what they are, when to use them, and how to make them work.

Single Image Ads are sponsored posts with one static image that appear directly in the LinkedIn feed. They’re the most common and versatile ad format — great for driving traffic, promoting content, and increasing visibility.

When to Use: Ideal for top- or mid-funnel campaigns focused on driving traffic or building brand awareness.

Video Ads autoplay in the feed and are one of the most engaging LinkedIn ad formats. They help you tell stories, showcase products, or explain complex solutions in an impactful way.

When to Use: Best for awareness or education campaigns where storytelling and trust-building are key.

Carousel Ads use multiple swipeable cards within a single ad, each with its own image, headline, and link. They’re perfect for storytelling, showcasing multiple features, or comparing solutions.

When to Use: Ideal for MOF campaigns where you want to educate and nurture leads.

Text Ads are small, text-only ads that appear on the sidebar. They’re simple, low-cost, and best used as part of retargeting campaigns or for quick traffic generation.

When to Use: Use text ads as part of a retargeting layer or when testing messaging on a small budget.

Spotlight Ads are a type of Dynamic Ad that personalize the creative with the viewer’s name, job title, or company, and drive them to a landing page, product page, or special offer.

When to Use: Great for building awareness, growing followers, or directing traffic to key landing pages.

Message Ads deliver a personalized 1:1 message directly to your target’s LinkedIn inbox with a single, clear CTA — making them highly effective for direct offers.

When to Use: Best for BOF campaigns where you want to drive one specific action like booking a call or signing up.

Conversation Ads are an interactive inbox experience where users can choose from multiple CTAs, creating a self-guided journey based on their interests.

When to Use: Perfect for MOF or BOF campaigns where you want users to self-select their next step.

Event Ads are designed specifically to promote LinkedIn Events — such as webinars, conferences, or launches — directly in the feed, making it easy for users to register in one click.

When to Use: Best when promoting time-sensitive events and webinars.

Document Ads allow you to share downloadable content (like whitepapers, reports, or guides) directly in the feed. Users can preview and download without leaving LinkedIn.

When to Use: Ideal for MOF and BOF campaigns focused on lead generation and nurturing.