Types of LinkedIn Ads: Every Format With Examples (2026)

"LinkedIn ads" isn't one thing - it's roughly a dozen formats across four families, each built for a different job. This guide walks through all of them with a one-line example and when each makes sense, so you can pick the right one instead of defaulting to whatever's easiest. The examples are patterns by type, not real brand ads, so you can adapt them.

The families at a glance

Sponsored Content (in the feed)

The ads people actually see while scrolling. The most used family, and where almost everyone should start.

• →Single image ad - one image + text. Example: a bold stat on a branded graphic driving to a report. The simplest, most flexible format.
• →Carousel ad - 2-10 swipeable square cards, each with its own headline and link. Example: a 6-card "5 mistakes" teardown. Great for sequences and step-by-steps.
• →Video ad - a short autoplay video. Example: a 20-second product demo. Best for motion and demos.
• →Document ad - a downloadable PDF (like a gated carousel). Example: a benchmark report captured as a lead magnet.
• →Event ad - promotes a LinkedIn event. Example: a webinar registration push.
• →Thought-leader ad - sponsors a post from a person's profile, not the company page. Example: boosting a founder's strong take.

Dynamic ads (right rail)

Personalised ads in the desktop right-hand column that can pull in the viewer's own name or photo. Smaller real estate, narrower jobs.

• →Follower ad - promotes your LinkedIn Page to grow followers. Example: "Hi [Name], follow [Company] for weekly B2B tips." This is what people mean by a "follower ad example".
• →Spotlight ad - drives to a landing page or product with a personalised greeting. Example: "[Name], your free trial is waiting."
• →Jobs ad - promotes open roles to relevant candidates. Example: "[Name], we're hiring engineers."

Text ads and Sponsored Messaging

• →Text ad - a tiny headline, line of copy and small image at the top or side. Example: "Try our CRM free." Cheap, low-footprint, easy to test.
• →Message ad - a single sponsored DM to the inbox. Example: a webinar invite with one button. Direct, but use sparingly.
• →Conversation ad - a choose-your-path sponsored message with multiple buttons. Example: "Looking for pricing or a demo?" Interactive, higher intent.

Which format should you use?

Match the format to the job, not the other way around:

• →Awareness or a sequence of ideas - carousel or single image.
• →A demo or anything that benefits from motion - video.
• →Lead magnet / gated content - document ad.
• →Grow your Page following - follower (dynamic) ad.
• →A specific event - event ad.
• →Direct, high-intent outreach - conversation ad.
• →Testing on a tiny budget - text ad.

Make the image & carousel creatives for free

Whatever format you choose, the image-based ones - single image, carousel, document - all need on-brand visuals, and that's the expensive part if you outsource it. Reathy turns it into typing: write each card or page as text, pick a theme, and export square 1080×1080 PNGs for a carousel ad, a single branded image, or a PDF for a document ad. On-brand, correctly sized, no Canva and no account needed to try.