LinkedIn Ads Playbook (Part 5): LinkedIn ad formats that actually drive pipeline

Brandarchway
9 apr
2 minuten om te lezen

You don’t need all the formats. For most B2B companies, a few core options will do most of the heavy lifting.

5.1. Single Image Ads – your B2B LinkedIn workhorse

Best for:

Problem-solution posts
Before/after visuals
Simple frameworks and diagrams
“Save-this” style content

These are often the backbone of your always-on B2B LinkedIn marketing.

5.2. Video Ads – turning complex products into clear stories

Video is perfect for B2B when:

Your solution is technical or complex
You need to explain why your approach is different
You want to build trust with experts, not just catch attention

Examples for B2B LinkedIn video ads:

“How operations managers in food production reduce downtime by 30%”
“Why most industrial IoT projects fail (and how to avoid it)”
“3 ways construction companies lose margin without noticing”

We often use longer videos (5–15 minutes) to amplify your best content to the right people. Those who watch a big chunk become prime remarketing audiences.

5.3. Document Ads – high-value B2B content on LinkedIn itself

Document ads are ideal for:

Implementation checklists
Technical guides
Buyer comparison sheets
Playbooks

People can scroll through a few preview pages, then unlock the full document.

For B2B LinkedIn lead generation, document ads often outperform carousels for deeper content.

5.4. Other formats (use when it makes sense)

Conversation / InMail ads – targeted outreach for time-sensitive campaigns (e.g. event invitations, limited assessments)
Event ads – for promoting LinkedIn-native events like webinars or launches
Text / Spotlight / Follow ads – cheap extra visibility on desktop, more “nice-to-have” than core