When it comes to B2B advertising, LinkedIn Messaging Ads offer one of the most direct and personal ways to engage decision-makers. But here’s the big question:
Should you choose Message Ads or Conversation Ads for your LinkedIn campaign?
Let’s dive into the differences between the two formats, industry-specific use cases, and how to choose the right one based on your marketing goals.
Message Ads
What Are Message Ads?
LinkedIn Message Ads are one-off sponsored messages delivered directly to a user’s LinkedIn inbox. Each ad typically includes a concise message, a personalized greeting, and a clear Call-to-Action (CTA) button.
When to Use Message Ads:
- Promote time-sensitive offers
- Drive registrations for events or webinars
- Nurture warm leads or re-engage website visitors
Pros of Message Ads:
- Simple to create and launch
- High open rates (averaging 50–70%)
- Clear tracking of opens and CTA clicks
Best Performing Industries:
- SaaS Companies – Offer free trials or product demos
- Education & Training – Promote upcoming webinars or masterclasses
- Recruitment Agencies – Share job opportunities or talent branding initiatives
Example:
A B2B SaaS firm runs a Message Ad campaign offering a 7-day free trial. With a compelling CTA and clear value proposition, the campaign achieves a 12% sign-up conversion rate.
Conversation Ads
What Are Conversation Ads?
LinkedIn Conversation Ads are a more interactive format that enables users to choose from multiple options within the message. Think of them as a mini chatbot inside a LinkedIn message.
When to Use Conversation Ads:
- Guide users through multiple options or services
- Offer educational content (eBooks, case studies, or guides)
- Segment your audience by interest or funnel stage
Pros of Conversation Ads:
- More interactive, increasing user engagement
- Supports multiple CTAs and deeper funnel paths
- Better suited for storytelling and nurturing
Best Performing Industries:
- Consulting Firms – Offer strategy sessions, case studies, or service demos
- Digital Marketing Agencies – Segment users by service interest (SEO, Ads, etc.)
- E-learning Platforms – Showcase various course tracks or certifications
Example:
A digital marketing agency creates a Conversation Ad with three options:
- Book a strategy call
- Download an SEO eBook
- View client success stories
The result? A 40% engagement rate and 15% more qualified leads.
How to Choose the Right LinkedIn Messaging Ad Format?
| Your Campaign Goal | Best Ad Format |
| Drive fast conversions / lead generation | Message Ads |
| Educate or segment your audience | Conversation Ads |
| Promote an event or limited-time offer | Message Ads |
| Provide multiple content types or resources | Conversation Ads |
Final Thoughts: Message Ads vs. Conversation Ads
Both Message Ads and Conversation Ads can drive results — but success depends on your campaign goal.
- Use Message Ads when your offer is clear, simple, and time-sensitive.
- Use Conversation Ads when you want to engage, educate, and segment your audience interactively.
Pro Tip: Want to maximize ROI? A/B test both formats. Evaluate metrics like open rates, click-through rates (CTR), and lead quality to find what works best for your audience.
Need a LinkedIn Messaging Ads Expert?
If you’re looking for a LinkedIn Ads consultant to help craft high-converting Message or Conversation Ads, I’m here to help. From campaign strategy to creative messaging and audience targeting — let’s optimize your B2B pipeline through LinkedIn.