Introduction
Sending a single image ad to someone in early research mode is like sending a lengthy proposal to someone who's still trying to understand what you do. Format matters. Some prospects need a quick visual to grab attention. Others need a video to see the solution in action. Still others want to engage in real-time through a conversation ad that starts a dialogue right on LinkedIn.
This article covers the five main LinkedIn ad formats and when to use each one based on your objective and where the prospect sits in their buying journey. Get this right and your message lands harder. Get it wrong and you waste budget on format that doesn't match the moment.
