LinkedIn offers two ad formats for Sponsored Messaging: Conversation Ads and Message Ads. Both serve different purposes and impact campaign outcomes in unique ways. Here’s a quick breakdown:
- Conversation Ads: Interactive format with multiple call-to-actions (CTAs). Best for engaging prospects through tailored interactions and qualifying leads. Suited for complex sales cycles where deeper engagement is crucial.
- Message Ads: Simple, direct messages with one CTA. Ideal for driving quick actions like event sign-ups or content downloads. Works well for broad outreach campaigns.
Key Differences:
- Engagement: Conversation Ads encourage multiple interactions, while Message Ads focus on a single response.
- Cost: Message Ads are generally more budget-friendly, but Conversation Ads often deliver higher-quality leads.
- Use Cases: Conversation Ads excel in personalized campaigns, while Message Ads are better for high-volume, time-sensitive promotions.
Quick Comparison:
| Metric | Message Ads | Conversation Ads |
|---|---|---|
| Open Rate | Higher | Slightly lower |
| Click-Through Rate | Steady | Higher due to interaction |
| Response Rate | Single interaction | Multiple interactions |
| Cost-per-Send | Lower | Higher |
| Lead Quality | Requires volume | Higher quality |
Choosing the right format depends on your goals. For deeper engagement, go with Conversation Ads. For simpler, broad outreach, Message Ads are the better option. Tools like Closely can help refine your strategy and maximize results.
LinkedIn Ad Formats – Examples of All 11 Ad Formats – 2025
What Are LinkedIn Conversation Ads?
LinkedIn Conversation Ads transform the way traditional ads work by turning them into interactive dialogues. Instead of sending a single message with one call-to-action (CTA), these ads allow for multiple response paths, creating a personalized experience for each prospect. The idea is simple: prospects receive an ad that offers clickable response options. Each choice they make leads to a new conversation branch, tailoring the interaction to their specific interests and needs.
This format ensures that every interaction feels relevant and engaging, as the content adapts automatically based on user responses. The result? A more dynamic and involved experience that keeps prospects engaged throughout the conversation. Let’s dive into the key features that make this possible.
Key Features of Conversation Ads
Branching logic is at the heart of Conversation Ads. You can create up to five conversation paths within a single campaign, addressing different pain points, interests, or qualification criteria – all without needing multiple campaigns.
Multiple call-to-action buttons give prospects clear choices for how they want to engage. Each message can include up to four CTA buttons, directing users to landing pages, lead generation forms, or even additional conversation paths.
Dynamic personalization takes these ads a step further by automatically including details like the prospect’s company name or job title. This creates a custom journey that can guide users through complex sales processes, qualifying them and directing them to the next steps based on their responses.
Lead generation integration allows you to capture prospect information directly through LinkedIn’s native lead forms. Since users don’t have to leave the platform, completion rates are often much higher.
Common Use Cases
Conversation Ads are especially effective in certain scenarios where personalized engagement is key:
- Demo requests and product trials: These ads can qualify prospects by asking about their company size, current tools, budget, and timeline before directing them to book a demo or start a trial.
- Event registrations and account-based marketing campaigns: The interactive format helps gauge interest, understand priorities, and deliver outreach tailored to specific company challenges or industry trends.
- Sales team qualification: Conversation Ads can act as a pre-sales filter, ensuring that only leads meeting specific criteria – like budget, authority, or timeline – are passed on to your sales team. This saves time and boosts efficiency.
What Are LinkedIn Message Ads?
LinkedIn Message Ads take a direct approach by sending a single, personalized message straight to a recipient’s LinkedIn inbox. Each message is paired with one clear call-to-action (CTA), offering a simple and focused experience for users.
These ads are designed to look like regular LinkedIn messages, blending seamlessly into the platform’s messaging interface. With their straightforward structure – one message and one CTA button – they work best for campaigns with a clear and specific goal. Let’s dive into the key features that make this ad format stand out.
Key Features of Message Ads
- Focused call-to-action: Each ad centers on a single CTA, directing recipients to a specific landing page, form, or resource. This eliminates unnecessary distractions and provides a clear next step for those interested.
- Delivered directly to inboxes: These ads show up in the recipient’s LinkedIn inbox, appearing just like a personal message. This one-to-one delivery style can lead to higher open rates compared to traditional display ads.
- Personalized messaging: Dynamic fields allow you to include details like the recipient’s name, company, or job title, making the message feel more relevant. While not as complex as Conversation Ads, this personalization still helps create a stronger connection.
- Optimized for mobile: Message Ads are designed to look good on any device. Whether viewed on desktop, tablet, or mobile, the formatting ensures the message and CTA remain clear and functional.
Common Use Cases
Message Ads are most effective when the goal is to drive quick action or reach a large audience with a simple, direct message. Here are some scenarios where they shine:
- Time-sensitive promotions: Whether it’s a limited-time discount, early-bird pricing for an event, or exclusive access to a new feature, Message Ads can create urgency and encourage fast decisions.
- Content marketing: Use them to share valuable resources like industry reports, whitepapers, or webinar invitations. The direct delivery helps your message stand out in crowded inboxes.
- Lead generation: They’re ideal for straightforward campaigns like newsletter signups, demo requests, or event registrations, where the conversion process is simple and doesn’t require much nurturing.
- Brand awareness and product launches: When targeting specific industries or job roles, Message Ads can help introduce your brand or product in a more personal way, building recognition among niche audiences.
- Re-engagement efforts: These ads are great for reconnecting with past contacts or website visitors. The professional tone and direct delivery can cut through the clutter of email and social media, making follow-ups more effective.
Performance Metrics Comparison
To make smart budget decisions and choose the right ad format for your campaign, it’s essential to understand how Conversation Ads and Message Ads stack up across key performance metrics. Each format offers distinct benefits depending on your goals and target audience.
Metrics to Compare
- Open Rate: Message Ads often achieve higher initial open rates because they’re delivered directly to recipients. However, Conversation Ads tend to generate a stronger click-through rate (CTR) thanks to their interactive elements.
- Response Rate: Conversation Ads are built to encourage back-and-forth interactions, leading to deeper engagement.
- Cost Considerations:
- Cost-per-Send: Message Ads are usually the more budget-friendly option for large-scale outreach.
- Cost per Qualified Lead: While Conversation Ads may cost more upfront, they often deliver higher-quality leads, making the investment worthwhile.
- Engagement Depth: Conversation Ads allow for multiple touchpoints and interactions, whereas Message Ads typically result in a single, direct response.
Here’s a side-by-side comparison of these metrics:
| Metric | Message Ads | Conversation Ads |
|---|---|---|
| Open Rate | Higher initial open rates | Slightly lower initial open rates |
| Click-Through Rate | Steady and direct engagement | Higher due to interactive elements |
| Response Rate | Single, direct response | Encourages multiple interactions |
| Cost-per-Send | More cost-efficient | Higher due to interactive features |
| Cost per Qualified Lead | Requires higher volume for quality leads | Yields more qualified leads |
| Engagement Depth | Single interaction | Multiple interactions |
Insights from Recent Data
Recent campaign data highlights these differences. If your campaign prioritizes interactive dialogue and deeper engagement, Conversation Ads are likely the better fit. On the other hand, if your goal is to deliver concise, actionable messages quickly, Message Ads may be more effective.
Factors like campaign length, the seniority of your target audience, and geographic market specifics can also influence performance. A balanced approach – leveraging both formats and allocating your budget strategically – can help you achieve the best results. Matching your ad format to these metrics is key to optimizing your campaign’s success.
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Choosing the Right Ad Format for Your Campaign
When planning your campaign, picking the right ad format can make all the difference. The choice between Conversation Ads and Message Ads depends on your campaign goals, audience traits, and how complex your sales process is. Each format offers unique strengths that cater to different scenarios.
Best for Complex Sales Cycles
If your sales process involves high-value prospects and takes time to close, Conversation Ads are a great choice. Their multi-path structure lets you guide prospects through a tailored decision-making journey, addressing specific concerns and interests along the way.
These ads are especially effective in enterprise B2B sales, where potential clients often need thorough information before making a commitment. The interactive nature of Conversation Ads not only helps qualify leads but also creates a personalized experience. This is particularly useful when selling intricate solutions that require trust and detailed explanations.
By mimicking the flow of a natural sales conversation, these ads resonate well with decision-makers, such as C-level executives, who expect a higher level of sophistication and customization in communication. If your campaign focuses on building relationships and trust, this format is an excellent fit.
Best for Broad Outreach
If your campaign is all about reaching a wide audience with a clear, actionable message, Message Ads are the way to go. Their single-message format is perfect for high-volume campaigns where quick engagement is key.
Message Ads work best when your value proposition is simple and doesn’t require much explanation. They’re ideal for promoting event invitations, encouraging content downloads, driving webinar registrations, or announcing new products – essentially, any scenario where your call-to-action is direct and immediate.
This format is particularly effective for targeting mid-level professionals or broader audiences. Its simplicity ensures that your message is communicated quickly, making it easier to grab attention without overwhelming busy professionals. Plus, Message Ads are a great tool for testing new markets or gauging audience reactions at scale.
Audience Targeting Options
Your audience’s characteristics should heavily influence your choice of ad format. Both Conversation Ads and Message Ads come with advanced targeting options, allowing you to refine your approach based on criteria like job title, seniority, company size, and intent.
For mid-level managers and individual contributors, the straightforward appeal of Message Ads often works best. These individuals are usually pressed for time but will respond to clear, valuable offers that address their immediate needs.
On the other hand, enterprise accounts often benefit from the more nurturing and interactive approach of Conversation Ads. Meanwhile, small to medium businesses may prefer the efficiency and directness of Message Ads. Geographic factors can also play a role, as preferences for communication styles and interaction levels can vary by region.
Maximizing LinkedIn Ad Campaigns with Closely
When it comes to leveraging LinkedIn ads, success hinges on how well you execute and refine your campaigns. Whether you’re running Conversation Ads or Message Ads, getting the most out of these formats requires the right tools. That’s where Closely steps in. This AI-powered platform transforms LinkedIn ads into high-performing outreach solutions for sales teams and marketers, combining automation with personalization to drive better results.
Closely’s Key Features
AI-Powered Personalization at Scale
Closely takes personalization to the next level by using AI to craft messages tailored to each prospect. By pulling data from LinkedIn profiles and company information, the platform ensures your ads feel relevant and specific.
Instead of manually creating variations for Conversation Ads or relying on generic Message Ad copy, Closely automates the process. It uses dynamic variables to generate one-to-one messages, complete with personalized opening lines, shared connections, and talking points that align with each prospect’s role and business challenges. This makes your outreach feel more genuine and impactful.
Unified Campaign Management
Managing LinkedIn campaigns becomes seamless with Closely’s all-in-one dashboard. From tracking performance metrics to managing responses and scheduling follow-ups, everything is in one place. Whether you’re handling intricate Conversation Ad campaigns or broad Message Ad initiatives, you can monitor engagement, tweak strategies, and optimize performance without juggling multiple tools.
Advanced Analytics and CRM Integration
Closely doesn’t just provide surface-level metrics – it dives deeper. Its analytics reveal patterns in engagement, response timing, and conversion paths, helping you fine-tune your campaigns. Plus, with CRM integration, your data stays organized and aligned, offering a clear picture of what works best for different audiences.
How Closely Improves Campaign ROI
Closely isn’t just about features – it’s about delivering results. Users see tangible improvements in their LinkedIn ad performance. For example, campaigns run with Closely achieve a 52% boost in engagement [2] and a 35% increase in response rates [1]. These gains translate directly into higher ROI for both Conversation Ads and Message Ads.
Time Efficiency
One of Closely’s standout benefits is the time it saves. Users report saving around 10 hours per week per team member on manual prospecting tasks [1], and some teams even save up to 15 hours weekly [2]. With this extra time, marketing teams can focus on strategy and creative work instead of repetitive tasks.
Pipeline Growth
Closely users also see a 45% increase in pipeline opportunities and three times more connections with qualified prospects [1]. For Conversation Ads, this means more meaningful interactions through multi-path messaging. For Message Ads, it results in higher click-through rates and deeper conversations with potential clients.
Closely’s automation doesn’t stop at initial outreach. It handles follow-up tasks like profile visits, connection requests, and post interactions – all timed to feel natural and authentic. This ensures your campaigns maintain a personal touch while scaling effectively. Whether you’re navigating complex sales cycles with Conversation Ads or casting a wider net with Message Ads, Closely helps you achieve LinkedIn success without compromising authenticity.
Conclusion: Key Takeaways
Deciding between LinkedIn Conversation Ads and Message Ads comes down to your specific campaign goals and what your audience needs. Conversation Ads shine in scenarios like complex B2B sales cycles, where potential customers need multiple interactions and detailed insights before making a decision. Their interactive design encourages deeper engagement but often requires more planning and a larger budget. On the other hand, Message Ads are ideal for campaigns focused on quick actions, like encouraging downloads or driving webinar sign-ups, offering a broader yet more cost-effective reach.
As outlined in the performance metrics, Conversation Ads tend to generate higher-quality leads through deeper engagement, albeit at a higher cost. Meanwhile, Message Ads are better suited for reaching a wider audience efficiently. The choice hinges on whether your campaign prioritizes meaningful interactions or extensive outreach – and how well these align with your budget and objectives.
Success ultimately depends on how you execute your strategy. Tools like Closely’s AI-driven personalization can streamline tailored messaging efforts, boosting engagement while allowing you to focus on refining your approach. Whether you’re using Conversation Ads to nurture enterprise-level relationships or Message Ads for fast lead generation, consistent optimization, precise audience targeting, and genuine messaging are essential.
Thoughtful planning, coupled with automation tools like Closely, can make all the difference in achieving your campaign goals – no matter which ad format you choose.
FAQs
How can I choose between LinkedIn Conversation Ads and Message Ads for my campaign?
When choosing between LinkedIn Conversation Ads and Message Ads, it’s essential to align your decision with your campaign goals and how you want to engage your audience.
Message Ads are perfect for delivering a single, focused message with a clear call-to-action (CTA). Whether you’re driving traffic to a landing page or collecting leads through a form, this format is ideal for straightforward campaigns where simplicity is the priority.
On the other hand, Conversation Ads offer a more interactive approach. With multiple CTAs, they let users decide their path, making it easier to create dynamic conversations. This format is especially useful when you want to provide extra information, guide users through multiple steps, or encourage engagement. Plus, they often lead to a lower cost-per-lead.
To find out what works best for your goals and audience, it’s worth testing both formats and comparing their performance.
What are the main advantages of using Closely to manage LinkedIn ad campaigns?
Closely brings a range of advantages to managing LinkedIn ad campaigns, making the process smoother and more effective. It offers tools designed to simplify outreach, fine-tune your targeting, and boost audience engagement.
The platform lets you monitor key performance metrics like response rates and conversions, giving you the insights needed to make informed, data-backed decisions that improve campaign outcomes. Plus, its intuitive interface and automation features help you save time and energy, so you can put more effort into building strong connections and achieving sales goals.
What are the best ways to target the right audience with LinkedIn Message Ads or Conversation Ads?
To connect with your audience using LinkedIn Message Ads or Conversation Ads, take advantage of LinkedIn’s extensive targeting features. You can focus your efforts by narrowing down your audience based on location, company details (like industry, size, or specific company names), and job-related factors such as job titles, seniority levels, skills, and years of experience.
You can also tap into custom audiences by using tools like Matched Audiences to retarget people who’ve visited your website or to upload your own contact lists. For even more precision, consider refining your audience with demographic filters (age, gender) and education information, such as degrees or specific fields of study. Aligning these targeting options with your campaign objectives can significantly boost engagement and increase conversions.