Turn LinkedIn users into qualified leads with Conversation Ads
February 3, 2025|By Conor Snell, Mary Fonvielle
Are you tired of running LinkedIn ads that feel one-sided and impersonal?
You’re not alone. In today’s crowded digital space, traditional static ads struggle to capture attention, let alone drive meaningful engagement.
Prior to the emergence of interactive formats like LinkedIn Conversation Ads, it was tough to create marketing content that felt genuinely reciprocal and involved the audience in a meaningful way.
Traditional static ads, even good ones, inevitably felt one-sided because there was nothing for the people viewing it to do besides look at it and perhaps click on it.
InMail can also sometimes yield mixed results–especially since they are also often one-sided, and because success can be difficult to measure (limited to mainly “recipient did/did not click”).
Enter LinkedIn Conversation Ads: a marketing tool rewriting the rules of lead gen by allowing prospects to decide how they want their ad experience to unfold.
Think of it as a Choose Your Own Adventure for your prospects—one that leads them straight to your solutions.
The results have been compelling. Businesses using Conversation Ads have reported open rates as high as 67% and click-through rates exponentially higher than standard sponsored content.
Beyond the exciting stats, the true value of these ads lies in their ability to not just capture attention but invite participation. Done right, this interaction can foster stronger connections, higher engagement, and, ultimately, more conversions for B2B advertisers.
LinkedIn Conversation Ads offer a unique blend of engagement, personalization, and efficiency—making them a must-have tool for B2B marketers looking to connect with their ideal prospects in a meaningful way.
Mary Fonvielle
Campaign Strategist
What are LinkedIn Conversation Ads?
LinkedIn Conversation Ads are interactive, message-based ads that land directly in your audience’s inbox.
Unlike traditional InMail, these ads offer a guided conversation, allowing prospects to explore your offerings at their own pace through a series of pre-set response options.
This format makes it easy and intuitive for users to find the information they need—whether that’s learning about your services, downloading a resource, or scheduling a meeting.
You control the narrative by designing pathways that adapt to the user’s choices, ensuring every touchpoint feels personalized and relevant.
For example, a Conversation Ad could present options like:
“Tell me more about your product”
“I want to see a demo”
“Not interested right now”
This interactive approach keeps users engaged and significantly increases the likelihood of conversion—something traditional ads rarely achieve.
How to set up LinkedIn Conversation Ads
Setting up LinkedIn Conversation Ads is straightforward, but ensuring success requires attention to key details.
One critical step to note: you’ll need to connect a “sender” account—the LinkedIn profile from which the ads will appear to come. Ideally, this should be a recognizable name within your organization, such as a sales or marketing leader, to build trust and encourage engagement.
Here’s how to create an effective Conversation Ad campaign:
1. Access the campaign manager
Log into LinkedIn’s Campaign Manager, your central hub for ad campaigns. If you haven’t already, create a campaign group to organize your efforts effectively.
2. Choose your objective
When creating a new campaign, LinkedIn will ask you to select an advertising objective. Since Conversation Ads are designed to engage your audience and drive specific actions, the Lead Generation or Website Visits objectives are typically the best fit.
3. Define your audience
The magic of LinkedIn lies in its precise targeting options, so take advantage of this step. Build your audience by selecting criteria like job title, industry, company size, location, and more. The narrower and more relevant your targeting, the better the results.
💡 Pro tip: If you’re not sure where to start, use LinkedIn’s audience templates. These pre-built targeting setups are a great shortcut for reaching specific professional groups.
4. Select the ad format
Now, choose Conversation Ads as your ad format. This option ensures your messages land directly in your audience’s inbox, making them feel more personal and engaging.
5. Craft your message flow
Here’s where the real fun begins! LinkedIn Conversation Ads use a dialogue tree structure, which means you’ll need to map out all possible pathways the user can take.
Start with a clear and inviting opening message. Think of this as the hook that grabs their attention.
Offer multiple response options that guide the conversation based on user intent. For instance:
“Learn about our services”
“Get a free consultation”
“Explore case studies”
Each option should lead to a follow-up message or call-to-action (CTA) that’s relevant to the user’s choice.
💡 Pro tip: Keep the tone conversational and professional. LinkedIn users appreciate clear and direct messaging that respects their time.
6. Add call-to-actions and attachments
You can enhance your Conversation Ads with clickable CTAs and attachments, such as brochures, eBooks, or links to schedule a meeting. These extras make it easy for prospects to take the next step without leaving their inbox.
7. Set your budget and schedule
Determine your daily or total campaign budget and choose a schedule for your ads. LinkedIn will optimize your ad delivery to maximize performance based on your objective.
8. Preview and test
Before launching your campaign, take a moment to preview your Conversation Ads. LinkedIn provides a testing feature that allows you to see how your messages will appear in a user’s inbox. This step ensures your messaging flows smoothly and looks polished.
9. Launch and monitor performance
Once you’re satisfied with your setup, hit the launch button! After your campaign is live, use the Campaign Manager’s analytics tools to track metrics like open rates, click-through rates, and conversions. Adjust your targeting, messaging, or budget as needed to improve results.
Best practices for LinkedIn Conversation Ads
Creating LinkedIn Conversation Ads is one thing—making them truly effective is another. To maximize engagement and conversions, you’ll need to go beyond just setting up a campaign. Here are some best practices to help you craft Conversation Ads that resonate with your audience and deliver measurable results:
Prioritize clarity and simplicity
Your audience is busy, so don’t overwhelm them with lengthy messages or too many response options. Keep your messaging concise, clear, and to the point.
Opening Line: Start strong with a message that immediately grabs attention. For example, “Hi [First Name], are you looking to streamline your marketing strategy?”
Response Options: Limit responses to 2-4 well-defined choices. This keeps the conversation focused and prevents decision fatigue.
Segment your audience strategically
Not every message will resonate equally with all users. Use LinkedIn’s advanced targeting features to segment your audience by demographics, job title, industry, or pain points, then tailor your Conversation Ads to meet their specific needs.
For instance:
If you’re targeting marketing managers, focus on showcasing how your solution saves time or boosts ROI.
For C-suite executives, emphasize strategic outcomes or case studies showcasing measurable impact.
Offer real value
Make sure the conversation revolves around what your audience wants, not just what you’re trying to sell. Providing value upfront increases the likelihood of engagement.
Examples of valuable offers:
Educational Content: “Would you like to download our free guide on boosting productivity?”
Exclusive Invitations: “Join our upcoming webinar on industry trends.”
Personalized Experiences: “Schedule a free 15-minute consultation with one of our experts.”
When your audience feels they’re gaining something meaningful, they’re more likely to click through and take action.
Optimize for mobile
A significant portion of LinkedIn users access the platform on mobile devices, so ensure your Conversation Ads are mobile-friendly. Test how the messages and response buttons appear on smaller screens and keep message length short enough for easy reading.
Use action-oriented language
Your CTAs should be crystal clear and inspire immediate action. Phrases like:
“Learn more now”
“Start your free trial”
“Get the guide” are far more compelling than generic options like “Click here.”
Make the next step obvious and irresistible.
A/B test your campaigns
Even small changes in messaging, tone, or CTAs can impact performance. Run A/B tests on different elements of your Conversation Ads to identify what works best:
Try two different opening lines.
Test varying levels of formality in your tone.
Experiment with different offers or CTAs.
Use LinkedIn’s Campaign Manager analytics to measure performance and refine your approach based on the data.
Set expectations early
Be transparent about the purpose of your Conversation Ads and the benefit to the user. For example, if your goal is to schedule a demo, make that clear in the opening message:
“Hi [First Name], I’d love to show you how [Your Product] can solve [specific problem]. Would you like to book a quick demo?”
This ensures you attract leads who are genuinely interested and aligned with your goals.
Follow up quickly
If your audience takes the next step—such as downloading a resource or requesting a consultation—be ready to follow up. Timely responses show professionalism and keep the momentum going.
Use LinkedIn’s Lead Gen Forms (paired with Conversation Ads) to collect contact information seamlessly, then integrate this data with your CRM or email platform for prompt follow-ups.
Stay authentic
The most successful LinkedIn Conversation Ads feel like natural conversations, not forced sales pitches. Keep your tone approachable and aligned with your brand voice, and remember—you’re talking to real people, not just prospects.
Monitor and optimize
Keep a close eye on performance metrics like open rates, click-through rates (CTR), and conversion rates. Regularly review your campaign to identify areas for improvement. For example:
Low open rates? Revise your opening message.
Poor CTR? Reassess your CTAs or offers.
LinkedIn Conversation Ads are a dynamic tool, and continuous optimization is key to staying ahead.
The benefits of LinkedIn Conversation Ads
Why should Conversation Ads be part of your marketing strategy? Here’s what makes them stand out:
Higher engagement rates
Traditional ads often struggle to hold a viewer’s attention, but LinkedIn Conversation Ads flip the script by creating a two-way dialogue. By inviting users to actively participate in the ad experience, you’re far more likely to see higher open rates and click-throughrates that outperform standard sponsored content.
Why does this work? People are naturally drawn to content that feels interactive and personalized, making them more likely to engage.
Personalized user experience
One-size-fits-all ads rarely resonate with professional audiences. Conversation Ads allow you to tailor the experience to individual preferences, ensuring prospects feel like the ad is speaking directly to them.
With pre-set response options, users can choose the path that aligns with their goals—whether they want to explore your offerings, book a meeting, or simply learn more. This personalization not only boosts engagement but also creates a stronger connection with your brand.
Streamlined lead generation
Lead generation is often a clunky process, but LinkedIn Conversation Ads simplify it by embedding Lead Gen Forms directly into the ad flow. Users can share their contact details in just a few clicks, without ever leaving LinkedIn.
This seamless process reduces friction, making it easier for prospects to take the next step—and for you to collect high-quality leads quickly and efficiently.
Precise audience targeting
LinkedIn’s robust targeting options are a huge advantage for Conversation Ads. Whether you want to reach decision-makers in specific industries, professionals with certain job titles, or companies of a particular size, LinkedIn lets you home in on your ideal audience with laser-like precision.
By reaching the right people at the right time, you can ensure your message is seen by those who are most likely to convert.
Improved ROI
Because Conversation Ads are highly engaging and targeted, they tend to drive better results than traditional ad formats. The interactive nature of these ads allows you to qualify leads more effectively, ensuring you’re spending your ad budget on prospects who are genuinely interested in your offerings.
Plus, the ability to collect leads directly within LinkedIn eliminates the need for external landing pages, streamlining the process and reducing drop-off rates—both of which contribute to a higher return on investment (ROI).
Flexibility in messaging
Conversation Ads give you full control over the conversation flow. Whether you’re promoting a webinar, offering a free resource, or inviting users to book a demo, you can guide the conversation in a way that aligns perfectly with your campaign goals.
Additionally, this format allows you to experiment with different types of messaging and adjust based on user responses, creating a dynamic ad experience that adapts to your audience.
Enhanced brand trust and credibility
The conversational tone of these ads feels more human and less like a hard sell, which can go a long way in building trust. Prospects are more likely to engage with a brand that communicates authentically and respects their needs.
By providing value upfront—whether it’s through educational content, exclusive offers, or personalized recommendations—you position your brand as a helpful resource, rather than just another advertiser.
Actionable insights
LinkedIn Conversation Ads don’t just drive engagement—they also give you valuable insights into your audience’s preferences and behaviors. By analyzing user responses and click patterns, you can better understand what resonates with your prospects.
These insights can inform not only your current campaign but also future marketing efforts, helping you refine your strategy and deliver even better results over time.
Easy-to-scale campaigns
Once you’ve created a Conversation Ad campaign, scaling it to other audiences or objectives is simple. You can duplicate existing campaigns, tweak the targeting or messaging, and launch quickly without having to start from scratch.
This scalability makes Conversation Ads a versatile option for businesses of all sizes, whether you’re a startup testing the waters or an enterprise running multiple campaigns simultaneously.
Creative ways to use LinkedIn Conversation Ads
Conversation Ads are versatile and can serve a range of marketing objectives. By combining personalization with clear calls-to-action, businesses can turn simple interactions into meaningful conversions.
Here are some creative ways to leverage them:
Promoting webinars: Imagine a software company aiming to boost registrations for an upcoming webinar. Their Conversation Ad could start by asking users about their biggest challenges with data management. Based on the user’s response, the ad could provide a personalized solution and invite them to register for the webinar.
Launching a product: A B2B tech company launching a new product might use Conversation Ads to spark curiosity and educate prospects. For example, the ad could ask users about their current tech stack and then introduce the product as a solution to their needs. Options like “Schedule a demo” or “Download the product brochure” give users clear next steps.
Sharing valuable resources: A marketing agency wanting to distribute an industry whitepaper could use Conversation Ads to engage users in a dialogue about the latest trends. After a short interaction, the ad could offer the whitepaper as a helpful resource.
Driving event registrations: An educational institution hosting a professional conference could use Conversation Ads to personalize the registration process. The ad could begin by asking users about their interests, such as specific session topics or speakers, and then share details about relevant sessions.
Streamlining recruitment efforts: A company looking to fill key positions could use Conversation Ads to target qualified professionals. The ad could ask about users’ career aspirations and then share information about job openings that align with their goals.
Ready to start your next B2B client conversation?
LinkedIn Conversation Ads offer a unique blend of engagement, personalization, and efficiency—making them a must-have tool for B2B marketers looking to connect with their ideal prospects in a meaningful way.
Whether you’re promoting a webinar, launching a new product, or driving registrations, a well-crafted Conversation Ad can turn casual interactions into qualified leads.
Looking to take your LinkedIn marketing to the next level? Let’s chat! At demandDrive, we specialize in crafting high-impact digital marketing strategies that drive measurable results. Reach out today to get started.