As we said above, different ad formats serve different objectives. A brand awareness campaign needs high visibility, while a lead generation campaign requires seamless form fills. The wrong format can lead to low engagement, wasted spend, and missed opportunities. That’s why we’ve broken it down in this table—so you can easily match your objectives, KPIs, and goals to the most effective LinkedIn ad format.
| Primary Campaign Objective |
LinkedIn Ad Objective You Should Choose |
Marketing Goal |
KPIs |
Supporting Ad Formats |
| Awareness |
Brand Awareness |
"I want to spread awareness about my product/business." |
Impressions, Reach, Brand Lift, Ad Recall |
Single Image Ad, Carousel Ad, Video Ad |
| Consideration |
Website Visits |
"I want to drive my audience to my website" |
Click-through Rate (CTR), Landing Page Views, Bounce Rate, Time on Site |
Single Image Ad, Carousel Ad, Video Ad, Text Ad |
| Consideration |
Engagement |
"I want people to engage/ interact with my post/s." |
Likes, Comments, Shares, Follower Growth, Engagement Rate |
Single Image Ad, Carousel Ad, Video Ad |
| Consideration |
Video Views |
"I want more people to view my videos." |
Video Views, View Rate, Average Watch Time, Video Completion Rate |
Video Ad |
| Conversion |
Lead Generation |
"I want to get leads for my business from LinkedIn." |
Number of Leads, Lead Quality, Cost per Lead (CPL), Lead Conversion Rate |
Single Image Ad, Carousel Ad, Message Ad, Lead Gen Forms |
| Conversion |
Website Conversions |
"I want my audience to take action - purchase/ download/ register via LinkedIn." |
Conversions, Conversion Rate, Cost per Conversion, Return on Ad Spend (ROAS) |
Single Image Ad, Carousel Ad, Video Ad, Text Ad |
| Conversion |
Job Seekers |
"I want to promote job opportunities and hire via LinkedIn." |
Job Applications, Application Rate, Cost per Application, Quality of Applicants |
Single Image Ad, Job Ad |
➡️Read more about which ad type you should choose based on your objective here.
