Choose your LinkedIn ad format based on your objective and customer journey
1. Select the objective that best fits your goal
Advertisers can create full-funnel marketing campaigns by selecting the objective that best meets their advertising needs—brand awareness, consideration, or conversion.
Awareness
Consideration
Conversion
Brand awareness campaigns are impression-based, top-of-funnel campaigns ideal for brand building, expanding reach and gaining followers. Read our brand awareness guide to learn more, or scroll down and select your objective below to see which ad formats we recommend for building brand awareness.
Brand awareness
Get more people to know your brand through LinkedIn ad formats.
Designed for nurturing a middle-of-funnel audience, consideration campaigns are ideal for increasing engagement, driving website traffic and gaining video views. Learn how to nurture and engage your target audience in our B2B Playbook, or scroll down and select your objective below to see which LinkedIn ad formats we recommend for driving consideration.
Website Traffic
Get more people to visit a website
Engagement
Drive clicks, social actions and company page follows, increasing brand awareness
Conversion campaigns are best for a bottom-of-funnel audience and are designed to generate, capture, and convert high-quality leads. Learn how to increase your conversion rate in this lead generation guide, or scroll down and select your objective below to see which LinkedIn ad formats we recommend for driving conversion.
Lead Generation
Get leads using forms pre-filled with LinkedIn member information
Website Conversion
Drive valuable action on your website such as increasing website traffic, generating leads or downloading ebooks
