Best LinkedIn Ads Formats for B2B Lead Generation (2025)
Stop guessing which ad format works. This is your strategist-grade, field-tested guide to LinkedIn Ads formats, with frameworks, examples, and pro tips for elite results.
The B2B LinkedIn Ads Formats Framework
// TODO: Insert a visual diagram: Format → Use Case → Best Practices
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Sponsored Content
- Best for brand awareness and engagement
- Pro Tip: Use compelling visuals
- See: How to Write B2B Ad Copy
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Lead Gen Forms
- Best for lead generation
- Pro Tip: Keep forms short and simple
- See: The Ultimate B2B Offer Engineering Playbook
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Message Ads
- Best for direct engagement
- Pro Tip: Personalize your message
- See: LinkedIn Ads Benchmarks
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Dynamic Ads
- Best for personalization
- Pro Tip: Use dynamic content
- See: B2B Ad Creative Testing Matrix
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Video Ads
- Best for: Storytelling, product demos, testimonials
- Pro Tip: Keep it under 30 seconds
- See: B2B Ad Creative Testing Matrix for testing frameworks
How to Choose the Right Format
- Match your format to your goal (lead gen, awareness, event, etc.).
- Test 2–3 formats in your first campaign—let the data decide.
- Pro Tip: For a step-by-step setup, see How to Set Up LinkedIn Ads: Step-by-Step Guide for B2B Marketers.
📈 FAQ
Q: Which LinkedIn Ads format gets the most leads?
A: Lead Gen Forms attached to Sponsored Content typically deliver the highest conversion rates for B2B.
Q: Can I use multiple formats in one campaign?
A: Yes, test different formats to see what works best for your audience and offer.
Q: Are Message Ads worth it?
A: Yes, for direct offers and event invites, but keep them short and targeted.
Q: What's the cheapest LinkedIn Ads format?
A: Text and Dynamic Ads are usually the lowest cost per impression, but may not drive as many leads as Sponsored Content or Lead Gen Forms.