LinkedIn offers advertisers three primary formats to create ads in the LinkedIn ads manager: single image ads, carousel ads, and video ads. Each format has its own advantages and use cases that marketers should consider when developing their LinkedIn ad campaigns.
Single Image Ads
Single image ads are the most basic and commonly used ad format on LinkedIn. As the name suggests, these ads consist of a single image, along with accompanying text overlays like a headline, description, and call-to-action button.
Here are some of the key benefits of using single image ads on LinkedIn:
- Simple and easy to create – Upload an image and add some text overlays without much heavy lifting.
- Familiar format – Image ads are common across social platforms so they feel familiar to users.
- Standalone impact – A single compelling image can sometimes say more than several images or videos in rotation.
- High reach – Single image ads can be very broad and catch the eye of many LinkedIn users.
- Cost-effective – Creating a single visual is more affordable than producing multiple creatives.
Single image ads work very well for things like:
- Brand awareness campaigns
- Promoting content offers like guides or webinars
- Drawing attention to key products/services
- Announcing events, sales, or special promotions
Here are some best practices to follow when creating single image ads on LinkedIn:
- Choose eye-catching, high-quality images that align with LinkedIn’s aesthetic and professional audience.
- Keep text simple, clear, and minimal – usually a compelling headline, short descriptive text, and obvious CTA button.
- Highlight the value proposition or key benefit you offer prospects.
- Leverage text overlays to guide viewers to focus on important elements.
- Test different image types/orientations (e.g. lifestyle photos, product visuals, graphics, portraits, etc)
Single Image Ad Example
Here is an example of a effective, high-converting single image ad on LinkedIn:
| Image | The image shows two professionals chatting in a modern office setting. One is handing the other a report titled “Annual Earnings Report” |
| Headline | “Grow your financial services firm” |
| Body Text | “Download our free guide to learn proven strategies for acquiring new clients and expanding your book of business this year.” |
| Call-to-Action | “Get the free guide” |
This ad uses a relevant business lifestyle photo to capture attention, clear messaging about the offer/benefit, and a strong CTA button – all best practices for LinkedIn single image ads.
Carousel Ads
Carousel ads are a multi-image ad format on LinkedIn that allow you tell a more detailed story by using 2-10 images or videos that users can flip through.
Here are some benefits of utilizing LinkedIn carousel ads:
- Showcase more content – Can feature multiple products, testimonials, infographics, etc. within one ad unit.
- Maintain attention – Continually presenting new content increases engagement time with ad.
- Split test creative – Test different images/videos and text in each carousel card to see what resonates most.
- Stage a story – Use a sequence of visuals to illustrate a step-by-step narrative.
- Highlight key details – Zoom in on specific features, stats, or information in each frame.
LinkedIn carousel ads work very well for:
- Product launches or product lines
- Events with multiple sessions or activities
- Displaying processes, transformations, before-and-afters
- Company milestones, achievements, and history
- Employee testimonials and advocacy
Best practices for creating effective LinkedIn carousel ads include:
- Use 3-5 cards for optimal engagement – too many can overwhelm.
- Keep card imagery consistent in style for smooth flow between images.
- Avoid repetitive content – each card should present unique value.
- Write concise copy that explains each visual, don’t rely solely on images.
- Have a clear CTA button visible on every card.
- Match LinkedIn’s professional look and feel.
Carousel Ad Example
Here is an example of a LinkedIn carousel ad done right:
| Card 1 Image | People collaborating on project plans and timelines on a whiteboard |
| Card 1 Headline | “Plan and manage projects with ease” |
| Card 1 Text | “Our online project management software centralizes tasks, timelines, files and communication to keep teams aligned.” |
| Card 2 Image | Screenshot of dashboard showing project overview, calendar, team members, and reports |
| Card 2 Headline | “Intuitive dashboards provide visibility” |
| Card 2 Text | “See a high-level overview of all projects as well as task progress and details in one centralized hub.” |
| Card 3 Image | People discussing project details during a meeting |
| Card 3 Headline | “Effective collaboration made easy” |
| Card 3 Text | “Streamline information sharing and stakeholder alignment with file sharing, messaging, notifications and more.” |
| Call-to-Action on All Cards | “Start Your Free Trial” |
This carousel tells a sequential story about the product benefits and guides prospects through the value proposition from planning to visibility to collaboration. The consistent CTA button stands out on every card.
Video Ads
Video ads are motion graphic ads that play directly within the LinkedIn feed like native video content. They can be up to 10 minutes long.
Advantages of using video ads on LinkedIn include:
- Attention-grabbing – Video is inherently engaging and immersive.
- Storytelling – Communicate more context through motion and audio.
- Engagement booster – Videos tend to get morecomments and shares vs static formats.
- Personality – Videos convey brand personality and corporate culture.
- Accessible – Videos work well for LinkedIn users across devices and platforms.
Types of video content that perform well as LinkedIn ads:
- Product demos
- Testimonials and customer stories
- Behind-the-scenes company footage
- Educational and how-to tutorials
- Event recordings and highlights
- Expert interviews and thought leadership talks
- Animated explainer videos
Best practices for video ads on LinkedIn:
- Keep videos short and concise – 30-90 seconds performs best.
- Lead with the most valuable content – capture attention fast.
- Highlight benefits and value prop for the viewer.
- Use high-quality production for a polished look and feel.
- Include a clear CTA at the end reinforcing the desired action.
- Write compelling ad copy to complement the video.
- Test different thumbnail images to optimize which visuals get clicks.
Video Ad Example
Here is an example of an effective LinkedIn video ad:
| Video Style | Animated explainer video |
| Video Length | 90 seconds |
| Key Visuals | Illustrations of business people using product on different devices paired with text overlays highlighting key features |
| Key Messages | – Access files from anywhere – Real-time collaboration – Built-in security |
| CTA | “Get Started For Free” |
| Headline | “Secure cloud file sharing and storage” |
| Body Text | “Our intuitive solution streamlines working across teams and locations to maximize productivity and collaboration.” |
This example shows how an animated video can communicate key features and benefits in an engaging way while using complementary ad copy to provide context.
Which LinkedIn Ad Format is Best?
The optimal LinkedIn ad format for your campaigns depends on several factors:
- Campaign objective – Is the goal brand awareness, lead generation, website visits, event registration, etc? Choose creative accordingly.
- Offer/product – What are you promoting? Certain ad formats may be better fits. Ex: video for demos, carousels to showcase product lines.
- Audience appeal – Will your target prospects respond more to text, visuals, or video? Consider their preferences.
- Resources – Producing carousels and videos require more extensive creative efforts vs. single image ads.
- Testing – The only way to truly know what creatives perform best is to test different options directly in your campaigns.
While single image ads provide simplicity and familiarity, carousel and video ads can deliver more impact and engagement when crafted thoughtfully. Leverage LinkedIn’s array of ad formats to diversify your campaigns and determine which style best supports your goals based on performance.
LinkedIn Ad Examples Summary
To recap, here are the three primary LinkedIn ad formats and their key features:
| Format | Description | Ideal Use Cases | Best Practices |
|---|---|---|---|
| Single Image | One static image with text overlay | Branding, content offers, events | – Compelling image – Clear text – Strong CTA |
| Carousel | 2-10 images/videos in slideshow format | Product launches, milestones, processes | – 3-5 cards max – Unique value per card – Consistent CTA |
| Video | Motion graphic video up to 10 mins | Demos, testimonials, thought leadership | – 30-90 seconds ideal – Lead with best content – Clear CTA |
Conclusion
LinkedIn provides marketers with flexible options through its single image, carousel, and video ad formats. Each has distinct use cases and best practices to follow based on campaign goals and audience preferences. Focus on high-quality visuals, concise copy, and impactful CTAs. Test different options directly in LinkedIn to determine the best performing ad styles for your unique brand and offerings.