Each ad type as different advantages and best use cases.

Sponsored content is ideal if you want to get plenty of eyes on your content, like blog posts or business announcements, driving engagement. It’s also helpful if you want to get more followers for your on-site Company Page.

The format of the actual Ad lets you share valuable information that can help you with lead generation and nurturing, in addition to brand awareness.


Text ads are most effective if you want to boost reach. They can be helpful at driving conversions and they’ll always be most effective when you use highly targeted campaigns.

A great example would be an MS program advertising to potential students. You can also run text ads even if you don’t have a Company Page.


Sponsored Inmail feels highly personalised because you’re delivering content right to a users’ inbox; their interest is automatically piqued, and they get a notification of a message.

You can add a CTA button to the messages, allowing you to drive conversions effectively, whether you’re trying to get downloads of your ebook or registrations for your next event.

The other great perk of Sponsored Inmail ads is that they’re only delivered to users who are actually active on LinkedIn. That being said, you really want to niche down on your campaigns here so that they’re truly hyper-targeted; otherwise, you’ll likely struggle to get results.