LinkedIn Ads — Platform Playbook
Sponsored Content, Message Ads, Document Ads, Lead Gen Forms, Dynamic Ads
Last updated: March 2026
Campaign Types & When to Use
| Objective | Use When | Bidding | Min Budget |
|---|---|---|---|
| Sponsored Content | Primary format. In-feed. Brand awareness, thought leadership, gated content. | Max Delivery > Manual/Target Cost | ฿1,500+/day |
| Lead Gen Forms | In-platform leads. Pre-filled profile data. Very high conversion rates. Best for B2B. | Max Delivery > Cost Cap | ฿1,500+/day |
| Message Ads (InMail) | Direct inbox messages. Event invites, offers, demos. 1 per member per 45 days. | Cost Per Send | ฿1,500+/day |
| Document Ads | Native PDF viewer in-feed. Gate after page 3 for leads. B2B thought leadership. | Maximum Delivery | ฿1,000+/day |
| Dynamic Ads | Personalized right-rail ads. Follower Ads or Spotlight Ads. Smaller format. | Max Delivery / Manual | ฿500+/day |
| Conversation Ads | Interactive message with multiple CTAs. Choose-your-own-adventure format. | Cost Per Send | ฿1,500+/day |
Campaign Structure
| Element | Standard |
|---|---|
| Budget | Campaign-level daily. No CBO equivalent. CPMs/CPCs significantly higher — plan accordingly. |
| Campaign groups | Organize by objective: "Lead Gen Q1", "Brand Awareness H1". Budget caps + reporting. |
| Campaigns/group | 2–4 campaigns. Separate by audience or format. |
| Ads/campaign | 4–5 ads. Test headlines, images, CTAs. Algorithm favors variety. |
| Audience | Job Title, Function + Seniority, Company Size, Industry, Skills, Groups. Combine 2–3 facets. Aim 50K–300K per campaign. |
| Matched Audiences | Website retargeting (Insight Tag), contact lists, company lists (ABM), lookalikes. ABM = LinkedIn's superpower. |
| Placements | LinkedIn Audience Network: OFF for lead gen. Enable only for awareness. |
| Insight Tag | Install on all client websites. Conversion tracking + audience building + visitor demographics. |
Creative Best Practices
| Format | Specs | Best For |
|---|---|---|
| Single Image | 1200x628 (landscape) or 1080x1080 (square). <150 char intro. | Direct CTAs, stat-driven posts. |
| Video | 1:1 or 16:9. 15–30s (awareness), 30–90s (thought leadership). Subtitles mandatory. | Case studies, expert interviews. |
| Carousel | 2–10 cards, 1080x1080. Each card standalone + part of story. | Step-by-step, portfolio showcase. |
| Document Ads | PDF, 1–10 pages. Gate after page 2–3. Design for mobile swiping. | Whitepapers, playbooks, checklists. |
| Copy | Hook first line (above "see more"). <150 chars intro. Professional but conversational. | All formats. |