LinkedIn Conversation Ads

April 29, 2022

LinkedIn’s advertising platform gives you the option to choose between several ad types. In this article we will be focusing on conversation ads. LinkedIn Conversation Ads allow you to start quality conversations with professionals through a choose-your-own-path experience.

These ads allow you to start conversations via LinkedIn Messaging on both desktop and mobile devices. They are a form of native advertising displayed to LinkedIn members through Messaging based on the target audience created by the advertiser. LinkedIn Conversation Ads can either appear to be sent from a company or a LinkedIn member’s profile, and will appear with the Sponsored label. With conversation ads, you can set up multiple call-to-action (CTA) buttons that link to one of your landing pages, open a Lead Gen Form, or keep the conversation going by leading to a next message. The prepopulated responses to the person’s selections are determined through a message decision tree you create.

Getting Started With Conversation Ads

1. Choose your campaign objective
Different business goals require different types of conversations. Whether your marketing objectives are to increase webinar registrations, drive more website visits, or share a product demo, Conversation Ads allow you to achieve your goals.

With Conversation Ads, you can choose from four objectives:

  • Brand Awareness
  • Website Visits
  • Engagement
  • Lead Generation
  • Website Conversions

You will set up your targeting your usual way by specifying location, job titles, industry, etc. and choose Conversation Ad in the ad format section. 

Next, you will be able to start creating your Conversation Ad. You will be able to choose details such as the ad name, who the sender of the ad will be, banner creative, and a custom footer for terms and conditions, or disclaimers. You will need a first-degree connection and sender approval from the potential sender if it is not from you. This is a very critical step as the sender’s profile will be representing the business.

2. Create conversations that connect with your objective

LinkedIn Conversation Ads allow you to drive engagement in a more personal way. LinkedIn provides conversation templates to help get you started based on your messaging goal. Potential use cases include:

  • Encourage prospects to signup for a webinar
  • Schedule a product demo
  • Visit a specific landing page
  • Increase website conversions
  • Drive brand awareness


3. Gain new, valuable insights about your prospects and customers

You can measure the performance of your advertising campaign with engagement metrics and get insights into how your conversation is performing with detailed click reporting. To get a better understanding of your audience , you can download the Conversation Ads CTA Performance report. You’ll be able to see how many people clicked on your content and conversation engagement.

Additionally, you can also visually see the number of button clicks received for each action in your conversation ad with the Conversation Ad Flowchart..

As you can see, LinkedIn Conversation Ads are a great way to begin quality conversations with your target audience through a customized, interactive experience.