[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002F3-steps-to-setting-up-a-successful-linkedin-ad-campaign-step-1-get-to-know-linkedin-ad-types":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":367,"breadcrumbs":368,"reading_minutes":45,"category":376,"head":379},"2020-01-31T11:27:31",{"rendered":6},"\u003Cp>\u003Cspan style=\"font-weight: 400\">LinkedIn is a very well known and highly valuable social media platform for professionals, with over 630 million active users. While it is mainly used for professional networking, posting jobs, or looking for new opportunities, it’s also got its own advertising platform called Campaign Manager where businesses can acquire new leads, increase their brand awareness and engage with their target audience. Even though LinkedIn Ads are not as commonly used as Facebook Ads or Google Ads, they are a very valuable source for B2B businesses searching for new high-quality leads. \u003C\u002Fspan>\u003Cspan style=\"font-weight: 400\">This article is one of the series of posts called “3 steps to setting up a successful LinkedIn ad campaign” and will cover all the available LinkedIn ad types.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch2>\u003Cb>\u003Cbr \u002F>\nLinkedIn Ad Types\u003C\u002Fb>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Before setting up an ad campaign on LinkedIn, it is important to get to know all the ad types available on the LinkedIn Ads platform to help you reach the specific goals of your business.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">There are 4 different types of ads on LinkedIn, which are detailed below:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Ch3>\u003Cspan style=\"text-decoration: underline\">\u003Cspan style=\"font-weight: 400\">\u003Cbr \u002F>\nSponsored Content\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Sponsored ads are essentially LinkedIn posts with a budget behind them, shown in the homepage feed of LinkedIn users. They can be seen across both desktop and mobile devices and are marked as ads by the small “Sponsored” or “Promoted” symbol.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Sponsored Content Ads come in three different formats: single image ads, video ads & carousel ads which you can use within the same campaign for creative split testing.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4910 alignnone\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fwtrb3PZo-sponsored-content-carousel-native-ads-1.original-1.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"375\" height=\"433\" \u002F>\u003Cbr \u002F>\n\u003Cem>Example of Single Image Sponsored Content Ad\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4911\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FhVCWrMZt-LinkedIn-Carousel-Ad.jpg?auto=compress%2Cformat&q=90\" alt=\"LinkedIn Carousel Ad\" width=\"373\" height=\"184\" \u002F>\u003Cbr \u002F>\n\u003Cem>Example of Carousel Sponsored Content Ad\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">\u003Cbr \u002F>\nThere are several ways you can use Sponsored Content on LinkedIn:\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cul>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Running native ads in the news feed of professionals you want to reach\u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Using lead generation forms to capture leads in the news feed. This feature pulls users’ information into a form that can be submitted with one simple click. \u003C\u002Fspan>\u003C\u002Fli>\n\u003Cli style=\"font-weight: 400\">\u003Cspan style=\"font-weight: 400\">Teaming up with LinkedIn Marketing Partners like Brand Networks or Adstage that have knowledge or technology needed to boost the results of your business.\u003C\u002Fspan>\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Overall, running Sponsored Content Ads is a great way to increase brand awareness, attract more followers, or generate high-quality leads. They are the most popular ads used on the LinkedIn platform due to their effectiveness and great results.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"message-ads-formerly-sponsored-inmail\">\u003Cspan style=\"text-decoration: underline\">\u003Cspan style=\"font-weight: 400\">Message Ads (Formerly Sponsored InMail)\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>Previously known as Sponsored InMail ads, these are now called Message Ads.\u003C\u002Fp>\n\u003Cp>Message Ads can help you deliver personalised messages to the inboxes of your targeted audience. They look similar to the standard messages on LinkedIn, except for being marked as “sponsored”. Message Ads are only delivered when LinkedIn users are active on the platform to ensure that they are received and read.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4912 alignnone\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FJMfwgKpS-Screen-Shot-2020-01-30-at-12.23.57.png?auto=compress%2Cformat&q=90\" alt=\"LinkedIn Message Ads\" width=\"483\" height=\"304\" \u002F>\u003Cbr \u002F>\n\u003Cem>Example of LinkedIn Message Ads\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>Message Ads have been designed to engage with your audience on a more personalised level, which according to LinkedIn typically generates a higher response rate in comparison to emails. Similar to Sponsored Content ads, you can use lead generation forms to attract new leads.\u003C\u002Fp>\n\u003Cp>It’s important to note that LinkedIn members can decide to opt-out of receiving Message Ads at any time.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"text-ads\">\u003Cspan style=\"text-decoration: underline\">\u003Cspan style=\"font-weight: 400\">Text Ads\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>LinkedIn Text Ads are known as the simplest ads to create on LinkedIn. They consist of a headline, short description and optionally a small image, and appear on the top right side of the users’ news feed. They are only available for desktop placement.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4913 alignnone\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Fe1WENqLj-LinkedIn%25E2%2580%2593TextAds-viaLinkedIn-620x300-1-300x191-1.png?auto=compress%2Cformat&q=90\" alt=\"\" width=\"481\" height=\"306\" \u002F>\u003Cbr \u002F>\n\u003Cem>Example of LinkedIn Text Ads\u003Cbr \u002F>\n\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>This LinkedIn ad format is a great way to increase the visibility of a company’s LinkedIn page or a website especially if the content is unique and eye-catching. It is recommended to use the A\u002FB split testing to find out which headlines, images and description combinations are the most effective and drive the best results.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">With Text Ads, you can set your own budget and control costs with pay per click or cost per impression. Typically, the CPCs on LinkedIn Ads are more expensive than on Facebook Ads, however, LinkedIn has proven to drive better quality leads when it comes to B2B businesses.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 id=\"dynamic-ads\">\u003Cspan style=\"text-decoration: underline\">\u003Cspan style=\"font-weight: 400\">Dynamic Ads\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh3>\n\u003Cp>LinkedIn Dynamic Ads help you engage prospects with ads that are automatically personalised to them. They look similar to Text Ads, except for one important difference. They take information about the target user to show them an ad featuring each professional’s profile photo, your company’s logo and a short message addressed specifically to them. This can be seen on the below picture.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-4914 alignnone\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FZbxg048I-LinkedIn-Dynamic-Ads.jpeg?auto=compress%2Cformat&q=90\" alt=\"LinkedIn Dynamic Ads\" width=\"461\" height=\"275\" \u002F>\u003Cbr \u002F>\n\u003Cem>Example of LinkedIn Dynamic Ad\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>There are three ways you can use Dynamic Ads on LinkedIn:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Follower Ads (help you build brand awareness)\u003Cbr \u002F>\nThis ad type allows you to expand your audience and get more followers for your LinkedIn or Showcase page. The CTA “Follow” button is accompanied by a short message telling the users why they should keep up with your brand.\u003C\u002Fli>\n\u003Cli>Spotlight Ads (allow you to drive traffic and conversions)\u003Cbr \u002F>\nThese ads are designed to help you drive traffic to your website by featuring the valuable content you want to share e.g. your products, services, articles, events etc. It includes a CTA which is customisable depending on the goal of your campaign. Spotlight Ads are also ideal for driving conversions.\u003C\u002Fli>\n\u003Cli>Content Ads (help you generate quality leads)\u003Cbr \u002F>\nLinkedIn Content Ads allow you to generate leads when users download your content. This could be for example a white paper, a brochure or a how-to guide. You have an option to either download your leads directly in Campaign Manager or send them to your CRM. These ads are only available through a LinkedIn representative, so if you’d like to start using them, make sure to contact their sales team.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-weight: 400\">Hopefully reading this article helped you understand the different types of LinkedIn Ads and decide which one would align best with your business objectives. The next article from “3 steps to setting up a successful LinkedIn ad campaign” series will cover an in-depth process of creating an effective LinkedIn Ad campaign, so keep your eyes peeled. If you need help with setting up the LinkedIn Ad Campaign, or you would like to discuss any other aspect of your digital strategy with our team, get in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">touch\u003C\u002Fa> today.\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10,11],36,40,[],[14,15],118,95,[17,18,19,20,21,22,23,24,25],"post-4909","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-ppc",{"page_content_modules":27,"hero":86},[28,33],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"3 Steps To Setting Up A Successful LinkedIn Ad Campaign. Step 1: Get To Know LinkedIn Ad Types",[],{"acf_fc_layout":34,"reduced":30,"top_overlap":35,"bottom_underlap":35,"disable_observer":-1,"heading":36,"cta_text":37,"cta_link":38,"items":39},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[40,60,75],{"type_key":18,"title":41,"excerpt":42,"to":43,"postedAt":44,"readingTime":45,"image":46,"authors":47,"category":57},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[48,51,54],{"name":49,"image":50},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":52,"image":53},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":55,"image":56},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":58,"name":59},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":18,"title":61,"excerpt":62,"to":63,"postedAt":64,"readingTime":65,"image":66,"authors":67,"category":74},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[68,71],{"name":69,"image":70},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":72,"image":73},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":58,"name":59},{"type_key":18,"title":76,"excerpt":77,"to":78,"postedAt":79,"readingTime":45,"image":80,"authors":81,"category":85},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[82,84],{"name":83,"image":70},"Harry Clements",{"name":72,"image":73},{"to":58,"name":59},{"type":87,"style":88,"heading":31,"date":4,"updatedAt":89,"reading_minutes":45,"image":90,"imageAlt":31,"categories":91,"collections":366},"blog-post","light","2022-02-07T16:48:18","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Feb9IQcxV-050720211625505947_linkedin-1007071_1920.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[92,281],{"id":10,"count":93,"description":94,"link":95,"name":96,"slug":97,"taxonomy":98,"parent":99,"meta":100,"acf":101,"head_links":102,"resource_count":103,"yoast_title":104,"yoast_meta":105,"yoast_json_ld":150,"_links":249,"path":95},104,"Keeping up to date with the latest \u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> trends, strategies, and announcements can be difficult. Our digital experts regularly blog about paid social media news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!","\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social","paid-social","category",0,[],[],[],11,"Paid Social Media Blog | Tips & Advice | Impression",[106,108,111,114,117,120,123,125,127,129,132,135,138,141,144,147],{"property":107,"content":104},"title",{"property":109,"content":110},"description","Keeping up to date with the latest paid social media trends, strategies, and announcements can be difficult. Browse our tips and advice in our latest blogs!",{"name":112,"content":113},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":115,"content":116},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"name":118,"content":119},"og:locale","en-GB",{"property":121,"content":122},"og:type","article",{"property":124,"content":104},"og:title",{"property":126,"content":110},"og:description",{"property":128,"content":116},"og:url",{"property":130,"content":131},"og:site_name","Impression",{"property":133,"content":134},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":136,"content":137},"og:image:width",1200,{"property":139,"content":140},"og:image:height",630,{"property":142,"content":143},"og:image:type","image\u002Fjpeg",{"property":145,"content":146},"twitter:card","summary_large_image",{"property":148,"content":149},"twitter:site","@impressiontalk",{"@context":151,"@graph":152},"https:\u002F\u002Fschema.org",[153,161,171,182],{"@type":154,"@id":155,"url":155,"name":104,"isPartOf":156,"description":110,"breadcrumb":158,"inLanguage":160},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"@id":157},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":159},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fpaid-social\u002F#breadcrumb","en",{"@type":162,"@id":159,"itemListElement":163},"BreadcrumbList",[164,169],{"@type":165,"position":166,"name":167,"item":168},"ListItem",1,"Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":165,"position":170,"name":96},2,{"@type":172,"@id":157,"url":168,"name":131,"description":173,"publisher":174,"inLanguage":119,"potentialAction":176},"WebSite","",{"@id":175},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":177,"target":178,"query-input":181},"SearchAction",{"@type":179,"urlTemplate":180},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":183,"@id":175,"name":131,"url":168,"logo":184,"image":190,"sameAs":191,"@context":195,"email":196,"foundingDate":197,"legalName":198,"vatID":199,"description":200,"telephone":201,"address":202,"location":209,"areaServed":242},"Organization",{"@type":185,"inLanguage":119,"@id":186,"url":187,"contentUrl":187,"width":188,"height":189,"caption":131},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[192,193,194],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. 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Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[291,292,294,295,297,299,300,301,302,303,304,305,306,307,308,309],{"property":107,"content":289},{"property":109,"content":293},"Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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