Intro: Not All LinkedIn Ads Are Created Equal

If you’re running LinkedIn Ads in 2025, chances are your team is juggling multiple formats — single image, video, carousel, lead gen forms, conversation ads, and more.

But most B2B teams fall into one of two traps:

• They use every format with no strategy.
• Or they stick to one format that “worked once” and never evolve.

Here’s the truth: The format matters just as much as the message — but only when it’s aligned with where your buyer is in their journey.

In this blog, we’ll break down the top-performing ad formats for B2B on LinkedIn in 2025, with real guidance on when, why, and how to use them based on buyer psychology and campaign intent.

1. Single Image Ads: Still King for TOFU Awareness

Why it works:

• Clean.
• Quick to read.
• Great for bold POVs or pain statements.

Use this when:

• You’re introducing a concept or triggering interest.
• You want to deliver a sharp insight with a clear visual.

What to watch:

• Avoid stock photos. LinkedIn users are highly attuned to generic visuals.
• Add subtitles directly in the image if it supports the headline.

Pro tip from LinkedIn’s B2B Institute:

“Image ads with a sharp, insight-led hook outperform corporate boilerplate by over 40% in engagement.” — B2B Institute, 2024

2. Video Ads: Perfect for Narrative and Emotional Buy-In

Why it works:

• Video builds trust fast.
• It lets buyers “hear” your tone, your personality, and your conviction.

Use this when:

• You’re telling a story (e.g., customer journey, team POV, founder’s insight).
• You’re explaining a concept too nuanced for a single line of text.

Best for:

• TOFU and MOFU campaigns
• Complex offerings that benefit from storytelling

LinkedIn stat to know:
Video view-through rates increased 31% YoY in B2B campaigns when the content was under 30 seconds and opened with a real person talking.

3. Carousel Ads: When You Want to Educate or Tease

Why it works:

• Interactive.
• Each card is a micro-touchpoint.
• Lets users swipe at their pace, which improves dwell time.

Use this when:

• You’re breaking down a framework (e.g., “5 steps to better lead quality”)
• You’re showcasing multiple product features

Works best for:

• MOFU campaigns where buyers want depth but not commitment
• Product marketers who want to compare before/after

4. Lead Gen Form Ads: Reduce Friction, Increase Volume

Why it works:

• Auto-filled from the user’s LinkedIn profile
• No landing page required

Use this when:

• You want to remove friction from downloads or registrations
• You’re capturing high-intent leads in BOFU

What to optimize:

• Keep the form tight: no more than 3 custom fields
• Add trust — mention privacy, how you’ll use the data

Proof it works:
In LinkedIn’s 2024 data benchmark, native Lead Gen Forms outperformed landing pages by 2.7x in lead volume and had 34% lower CPL in B2B tech campaigns.

5. Conversation Ads: Not for Everyone, But Gold When Done Right

Why it works:

• Simulates a real dialogue
• Gets engagement without needing to click out

Use this when:

• You have a clearly segmented audience
• You’re promoting interactive content like webinars, assessments, or chat-based flows

Best practice:
Write it like an SDR would — not like a marketer. No buzzwords, no brochures. Just, “Hey [First Name], curious if…”

Bonus: Document Ads and Click-to-Message

In 2025, two underrated formats are starting to see real B2B usage:

• Document Ads: Share gated PDFs directly inside the feed — great for TOFU reports and MOFU playbooks.
• Click-to-Message Ads: Let users open a real-time LinkedIn chat with a rep — powerful for BOFU follow-up, but needs fast response.

How to Pick the Right Format (Without Guesswork)

Instead of picking formats randomly, reverse-engineer based on this:

Conclusion: Format Is the Multiplier of Message

You can have the best CTA in the world — but if it’s in the wrong format, it’ll flop.

Start with your buyer’s mindset. Then choose the format that matches it.

And remember: Your format is the handshake. Your content is the conversation.

Reference Links (Official Sources):

1. LinkedIn Ads Guide – Official Format Specs
2. B2B Institute: The 5 Principles of Growth in B2B Marketing