In 2025, LinkedIn ads is no longer just a brand awareness platform. With the University of Digital Marketing, you can learn how to leverage its evolving ad formats to consistently attract qualified B2B leads — especially as Google CPCs continue to climb and competition on the Google Display Network intensifies.
LinkedIn itself has strengthened its position by rolling out critical updates: a smoother Campaign Manager UX, advanced measurement capabilities like CAPI, and a fresh revenue attribution report.
So, if your brand (or your client’s) is ready to see tangible LinkedIn results, here are the top five LinkedIn ad types and offer strategies to test immediately.
1️⃣ Thought Leader Ads: Humanize Your Brand
Thought leader ads (TLAs) have delivered impressive engagement for University of Digital Marketing clients since their launch in 2023. Here’s why they work:
- Posts from personal profiles feel more authentic and relatable than cold corporate pages.
- They excel at top-of-funnel awareness, capturing attention with insightful, customer-centric content.
How to execute TLAs effectively:
✅ Focus on your audience’s pain points — not your product.
✅ Use a respected individual with a solid follower base (like a senior executive or industry expert).
✅ Write posts with short paragraphs, clear hooks, and natural tone.
✅ Emojis can work if they match the speaker’s style — avoid overdoing it.
✅ Include visuals or videos to increase post reach.
Many brands use TLAs with CTA tricks like: “DM me for a free guide” or “Comment ‘Yes’ to get a checklist.” If you prefer pure thought leadership, track engagements and impressions among your Ideal Customer Profile (ICP).
2️⃣ Conversation Ads: Precision Targeting for Small Audiences
While TLAs broaden your reach, conversation ads focus it like a laser. They work best for hyper-targeted audiences in your ICP with tailored, personal messaging.
Conversation ads often outperform standard sponsored content in terms of cost-per-qualified-lead.
Elements to test with conversation ads:
- Different calls to action (CTAs).
- Various messaging styles and lengths.
- Experiment with different senders — for example, test a CEO versus a sales director.
- Try multiple subject lines for open-rate boosts.
Always test one variable at a time for clean data.
Bonus Tip: Many brands complement conversation ads with retargeting via the Google Display Network explained in their funnel for even better lead nurturing.
3️⃣ Video Ads: Authentic, Digestible Storytelling
LinkedIn has rapidly improved its video ad tools — a big win for brands trained by the University of Digital Marketing. People visit LinkedIn to consume engaging content, not just shop for solutions.
Key insights for LinkedIn video ads:
- Short, authentic videos perform better than high-budget productions.
- User-generated content (UGC) style videos resonate more. Save on production costs!
- Add captions — many users watch without sound.
Combine your video campaigns with the Google Display Network explained retargeting for multi-channel reinforcement.
4️⃣ Carousel Ads: Tell Stories, Slide by Slide
Carousel ads blend interactivity with storytelling, which keeps audiences engaged and informed.
Best practices for carousel ads:
📌 Feature your product’s unique benefits and use cases.
📌 Share compelling data and statistics — people love numbers.
📌 Craft a slide journey: start with a problem, walk through the solution, end with a clear CTA.
Always put a call to action on the final slide: “Learn More,” “Calculate Savings,” or “See the Solution” work well.
Smart brands often retarget carousel engagers via the Google Display Network explained to maintain momentum down the funnel.
5️⃣ Offer Testing: Match the Funnel Stage
All the above ad types primarily serve the top of the funnel. Don’t jump straight to hard asks like “Book a Demo.” Instead, keep your offers low-friction and educational.
Top-performing offers include:
- Interactive tools: ROI calculators, cost estimators.
- Resource downloads: whitepapers, reports, checklists.
- Soft CTAs: “Learn More” and “See How It Works.”
Once you’ve found a winning offer, pair it with an email drip or retargeting campaign (again, the Google Display Network explained is your friend here) to move leads toward conversion.
Bonus: Measure and Nurture for Better ROI
At the University of Digital Marketing, we stress that LinkedIn Ads excel at creating awareness and consideration, but rarely close the deal on their own.
✅ Always align your nurture strategy — have email follow-ups and remarketing ready.
✅ Use tools like CAPI and LinkedIn’s revenue attribution reports to track conversions accurately.
✅ Support LinkedIn with complementary channels like the Google Display Network explained — this synergy can dramatically lower your cost per conversion.
Final Thoughts: Why LinkedIn Deserves a Spot in Your B2B Mix
Adding LinkedIn Ads to your paid strategy helps offset the rising costs on search engines and the Google Display Network explained. When done right, LinkedIn brings high-intent professionals into your funnel, while display and search keep nurturing them until they’re ready to convert.
If you want to master LinkedIn Ads and multi-channel PPC, University of Digital Marketing is your partner in staying ahead of the curve.
Ready to Elevate Your LinkedIn Advertising Game?
✅ Enroll in our advanced B2B advertising workshops.
✅ Get personalized LinkedIn campaign audits.
✅ Learn to integrate LinkedIn and the Google Display Network explained seamlessly.
👉 Contact University of Digital Marketing today to transform how you generate and convert B2B leads in 2025.
If you’re serious about getting high-quality leads, it’s time to tap into the true potential of LinkedIn Ads. Many businesses underestimate how precisely LinkedIn Ads can target decision-makers and industry influencers who matter most to their growth. By using smart strategies and proven techniques, you can make LinkedIn Ads work harder for you, driving conversions and building a powerful pipeline of opportunities — let’s connect and make it happen!
