Types of LinkedIn Campaigns: A Complete Guide

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LinkedIn is no longer just a professional networking site it has evolved into a powerful marketing platform for businesses, recruiters, and entrepreneurs. One of the key features that makes LinkedIn so valuable is its diverse range of advertising and campaign options, which allow marketers to target specific audiences with incredible precision.

1. Sponsored Content

Sponsored Content appears directly in the LinkedIn feed of your target audience. It looks similar to regular posts but is labeled as “Promoted.” These campaigns are perfect for:

• Increasing brand awareness

• Sharing articles, blog posts, videos, or event promotions

• Driving traffic to landing pages or websites

Formats include:

• Single image ads

• Carousel ads (multiple images)

• Video ads

• Event ads

• Document ads (like whitepapers or case studies)

Best for: Businesses looking to engage users directly within their feed without being intrusive.

2. Sponsored Messaging

Sponsored Messaging campaigns allow you to send direct messages to LinkedIn users’ inboxes. This format includes:

• Message Ads: Personalized messages that show up directly in a user’s LinkedIn messaging.

• Conversation Ads: Interactive messages that offer multiple response options, guiding users through a “choose-your-own-adventure” experience.

Best for:

• Lead generation

• Webinar/event invitations

• Personalized product or service promotions

⚡ Note: LinkedIn has frequency caps to avoid overwhelming users, so these are best for targeted and time-sensitive campaigns.

3. Text Ads

Text Ads are small, pay-per-click (PPC) or cost-per-impression (CPM) ads that appear in the right-hand sidebar or at the top of the LinkedIn page.

They usually include:

• A short headline

• A brief description

• An optional small image

Best for:

• Driving traffic to your website

• Generating leads quickly with a limited budget

These are simple but effective if you’re aiming for straightforward visibility without the higher costs of Sponsored Content.

4. Dynamic Ads

Dynamic Ads are personalized ads that automatically tailor themselves to each LinkedIn user by pulling information from their profile like their name, profile photo, or company.

Types of Dynamic Ads include:

• Follower Ads: Promote your LinkedIn Page to gain followers.

• Spotlight Ads: Drive traffic to your website, landing page, or event registration.

• Content Ads: Offer downloadable content (available through a LinkedIn rep, not self-service).

Best for:

• Building brand presence

• Gaining LinkedIn Page followers

• Offering highly personalized CTAs

5. Lead Gen Forms

Lead Gen Forms are an add-on to Sponsored Content and Sponsored Messaging campaigns. Instead of sending users to a landing page, the form opens directly in LinkedIn — pre-filled with the user’s LinkedIn profile data.

Best for:

• Collecting leads without needing a website

• Offering gated content like eBooks, webinars, or product demos

It reduces friction because users don’t need to leave LinkedIn or manually enter their details.

6. Video Ads

While technically part of Sponsored Content, Video Ads deserve their own mention. They can be used to:

• Tell your brand story

• Showcase customer testimonials

• Highlight product features

• Promote events

Best for:

• Boosting engagement

• Building brand awareness through storytelling

Videos often perform better than static images in driving user interaction and emotional connection.

Choosing the right LinkedIn campaign type depends on your goals:

• Want to increase awareness? Use Sponsored Content and Video Ads.

• Want to build relationships? Try Sponsored Messaging.

• Need leads fast? Combine Sponsored Content with Lead Gen Forms.

• On a tight budget? Test with Text Ads.

By understanding the different types of LinkedIn campaigns, you can create a marketing strategy that’s perfectly aligned with your business objectives and tap into one of the most powerful professional audiences available today.