Multi-path B2B messages with self-selection.

We design the path structure before writing any copy — identifying the 3–4 most likely intent states of your target prospect and mapping a path for each. Each path leads to a distinct destination: a landing page, a Lead Gen Form, a follow-up message, or a scheduling link.

The CTA options must read as natural choices, not a product catalogue. "I'd like to understand the cost" is better than "View Pricing." "Send me how you helped similar businesses" beats "Download Case Study." We write CTAs that feel like genuine conversation responses.

One or more paths in a Conversation Ad can lead directly to a LinkedIn Lead Gen Form — capturing contact details and qualification data without the prospect leaving LinkedIn. This is the highest-converting path for bottom-funnel prospects who are ready to engage.

Conversation Ads work best with warm or precisely targeted cold audiences — not broad prospecting. We build audience targeting around the specific job titles, company sizes, and industries where the conversation topic is most relevant.

Opening messages personalised with {firstName} and {companyName} from LinkedIn profile data. Where relevant, we use {jobTitle} to acknowledge the prospect's specific role — "As a [job title], you'll likely have seen..." increases open rates and makes the message feel personally crafted.

LinkedIn reports which CTA options receive the most clicks — revealing which prospect intent is most common in your audience. This path performance data informs both future Conversation Ad design and broader content strategy — if "Send me a case study" consistently wins, that intent needs to be addressed across all channels.

Accounting, legal, consulting, and financial services firms with multiple practice areas use Conversation Ads to let prospects self-identify the most relevant service — directing each to a tailored landing page or Lead Gen Form rather than a generic homepage.

Complex B2B products with 6–12 month sales cycles need to engage prospects at different stages. Conversation Ads allow early-stage (case study), mid-stage (pricing), and late-stage (demo/call) paths in the same campaign — capturing value from prospects across the entire funnel simultaneously.

"Register for the live webinar" / "Watch the recording" / "Read the summary" — Conversation Ads for content events capture registrations from both real-time and on-demand preferred audiences in a single send.

In account-based marketing, the same target account has multiple relevant stakeholders — Finance, Operations, IT, HR. Conversation Ads with role-specific paths serve the appropriate next step for each stakeholder type within the same account.

An interactive message delivered to one person's LinkedIn inbox that branches into two to five CTA options, each leading to a different reply, page, or form. The prospect self-selects, revealing intent as they click. Pick this format when your audience sits at mixed buying stages and a single ask would lose everyone who is not yet ready for it.

A Message Ad lands in the same inbox but offers one button and sends everyone to the same place. Choose a Message Ad when there is a single, obvious next step for every recipient; choose a Conversation Ad when prospects differ enough that forcing one CTA would waste most of the send.

Feed formats like Sponsored Content and Document Ads build awareness passively while people scroll. A Conversation Ad asks for an active choice in the inbox. Run the feed formats first to warm the audience, then the Conversation Ad to convert that attention into a self-qualified path.

A website chatbot only engages visitors who already arrived. A Conversation Ad delivers the same branching experience to precisely targeted decision-makers who have never visited your site — and it runs inside LinkedIn, where the sender and the recipient are both verified professionals rather than anonymous traffic.

Run LinkedIn Sponsored Content to the same audience first so your brand is familiar when the Conversation Ad arrives. A recognised sender lifts the open rate and the number of prospects willing to pick a path rather than ignore the message.

Point your bottom-funnel paths at a LinkedIn Lead Gen Form so a chosen path turns into captured contact details without the prospect leaving LinkedIn — name, role, company, and email pre-filled from their profile, with the chosen path recorded as a qualification signal.

When a prospect picks the "send me a case study" path, deliver a real one — a gated Document Ad asset built for in-feed reading. Pairing the branching message with substantive content keeps early-stage prospects engaged instead of stalling at a thin reply.

LinkedIn reaches decision-makers by who they are; Google Ads reaches them by what they search. A prospect who picked a path in your Conversation Ad and later searches your category finds you at the top of results too — joining your outbound message to their inbound intent.