Which LinkedIn Ad Format Is Actually Best? (The Definitive Guide)

Ask ten B2B marketers which LinkedIn ad format is the best, and you’ll likely get ten different answers. Some swear by the raw authenticity of self-shot video, others live and die by the dependable single-image post, and a few insist that message ads are the ultimate secret weapon for account-based marketing (ABM).

The truth? There is no universal “best” format. There is only the best format for your specific goal, budget, and audience stage.

LinkedIn offers over ten distinct ad formats, ranging from standard feed posts to interactive messaging and right-rail widgets. Choosing the wrong one can burn through your budget with nothing to show for it, while picking the right one can dramatically lower your cost-per-lead.

Here is how to decode LinkedIn’s ad suite and pick the exact format that will drive results for your business.

1. The Heavyweight Champion: Single Image Ads

If you are new to LinkedIn advertising—or if you want the highest versatility for the lowest production cost—Single Image Ads are your starting point.