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Beginner’s Guide to LinkedIn Conversation Ads

Searching for new ways to get some more webinar sign ups or maybe form fills? Look no further than LinkedIn Conversation Ads. With the help of these ads, you can drive engaging interactions with your target audience, turn conversations into conversions, and better understand your audience. Let’s dive in!


Image of person on LinkedIn Conversation Ads

What is a LinkedIn Conversation Ad?


Conversation Ads are the perfect way to get in front of business decision makers via LinkedIn Messaging. They are ads that appear to Linked In members in their messages, targeting them based on audience criteria you set as the advertiser.


When you set up Conversation Ads, you create multiple call-to-action (CTA) buttons that can link recipients to your landing pages, open a Lead Gen Form on LinkedIn, and encourage engagement with more information in the next message. As the ad recipients interact with your prompts, prepopulated responses and additional options appear based on the decision tree you create at setup. (LinkedIn)


How to get started with LinkedIn Conversation Ads


To get started you need to follow these steps:

  1. Sign in to your LinkedIn account

  2. Create a campaign and campaign group

  3. Choose your advertising objective and define your audience

  4. Set a budget, schedule, and bid

  5. Enter basic ad information to get started

  6. Flesh out the content of your Conversation Ad

  7. Review and launch your campaign


This is a brief overview on how to create a new conversation ad campaign. If you’re looking for step-by-step detail, check out this resource.


LinkedIn Conversation Ad guidelines

When creating any ad, you must be aware of the ad guidelines or else you risk your ad being rejected. Here are the recommended guidelines for creating Conversation Ads.

Design Recommendations (optional)

  • Banner File Type (optional): JPG or PNG

  • Banner Image Size (optional): 300 x 250 pixels

  • Banner Image File Size (optional): 2MB

  • Sender Image: We will use the LinkedIn profile image of designated sender

Text Recommendations

  • Ad Name (optional): 255 characters

  • Message Text: 8,000 characters (including spaces, emojis, and punctuation)

  • Custom Footer: 10,000 characters

  • Call-to-Action: 25 characters

URL Requirements

  • Landing page URL: Required

  • URL prefix: http:// or https://

  • URL characters: 2000 characters for destination field URL

LinkedIn Conversation Ad template examples


Take a look at these templates provided by LinkedIn. They serve as an excellent guide to inspire your Conversation Ads. There are templates for promoting webinars and event registrations, free trials, product demos, website visits, asset downloads, and program enrollments. Don’t see what you need? It’s important to note that these templates are just a base to getting started; experimenting and finding what performs best for your audience is key.


Now that you’ve gotten a deeper look at LinkedIn Conversation Ads, how to build one, the ad guidelines, and some examples, it’s time to get started.


Need help perfecting your LinkedIn Conversation Ads? We’d be happy to lend a hand.

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