If you’re in the B2B space, advertising on LinkedIn is a no-brainer. The platform offers powerful targeting tools that let you filter by job title, industry, seniority, and company size, making it easier to connect directly with key decision-makers. Whether you’re a niche industry expert or a SaaS company with a longer sales cycle, LinkedIn provides a professional environment to boost credibility and reach a business-focused audience. As part of a well-rounded marketing strategy, it’s a smart way to generate qualified leads and build lasting relationships.
At Pilot Digital, many of our clients come to us knowing they want to advertise on LinkedIn. They’ve set aside a budget and recognize the platform’s value, but they’re not always sure where to begin. One of the most common questions we get is: Which ad format is right for my business?
With options ranging from Sponsored Content to Message Ads and Lead Gen Forms, choosing the right format means understanding your goals and audience. In this post, we’ll break down the key LinkedIn ad types and how we typically recommend using them.
The Best LinkedIn Ad Formats: The Basics
Follower Ads
If your team is regularly posting content, follower growth ads should be part of your strategy. These ads help attract new followers who are already interested in your industry, making it easier to stay on their radar—whether as a future customer, partner, or hire. As your audience grows, your content gets more organic visibility, helping you build brand credibility and long-term momentum.
Single Image Ads for Boosted Content
Looking to increase visibility for your posts or drive traffic to a landing page? Single image ads are a straightforward, effective way to boost awareness. They work well for promoting blog posts, company updates, white papers, and special offers—helping you reach the right audience with content that matters.
Elevating Your LinkedIn Ad Strategy
Video Ads
Short, 1–2 minute videos are a great way to grab attention and bring your brand to life. Whether you’re showcasing a customer success story, introducing a product, or sharing expert insights, video makes complex ideas more digestible and memorable. In a busy feed, video ads help you stand out and build trust.
Thought Leadership Ads
Promoting content directly from your leadership team adds a personal, authentic touch that heavily branded content often lacks. Sharing insights, opinions, or industry trends through individual profiles helps spark meaningful conversations, position your team as experts, and keep your brand top-of-mind with decision-makers.
Ad Formats That May (or May Not) Be the Right Fit
Event Ads
If you host gated webinars, live product demos, or participate in industry conferences, event ads can help you drive attendance and lead generation. They highlight key event details—like time, date, and registration links—directly in the feed, reaching the audiences most likely to engage.
Direct Message and Conversation Ads
Looking for a more personal way to engage? Message and conversation ads land directly in your audience’s inbox and can feel like a one-on-one dialogue (when done well). They’re especially useful for promoting gated content, events, or initiating a sales conversation. With customizable CTAs and interactive reply options, these ads can move prospects through your funnel in a natural, direct way. Just be careful—they can feel like spam if not thoughtfully crafted.
Making LinkedIn Ads Work for You
Choosing the right LinkedIn ad format starts with understanding your business goals and audience. Whether you’re aiming to grow your followers, promote high-value content, share thought leadership, or drive event attendance, LinkedIn has the tools to support your strategy. Each format offers something different—from the broad reach of image ads to the personal connection of conversation ads—and used together, they can help build trust, expand visibility, and drive meaningful results.
At Pilot Digital, we work with clients to cut through the noise and build campaigns that feel intentional, authentic, and aligned with long-term growth.
