Direct messages to the decision-makers you need to reach.

A personalised message with a single call-to-action button — visit a landing page, complete a Lead Gen Form, or start a conversation. Best for specific offers, event invitations, or direct consultation requests where there is one clear next step you want the prospect to take.

Conversation Ads present 2–5 CTA options within the message — allowing prospects to self-select their interest. "Tell me about your pricing" / "Send me a case study" / "Book a call" — each path leads to a different response or landing page. Self-selection pre-qualifies leads and increases overall engagement rates versus single-CTA messages.

Message Ads support dynamic personalisation fields — {firstName}, {lastName}, {companyName}, {jobTitle} — inserted automatically from the recipient's LinkedIn profile. A message that opens with "Hi Sarah, as a Head of Operations at [CompanyName], you might find this relevant..." achieves significantly higher open and response rates than generic broadcast copy.

Message Ads can be sent from your Company Page or from an individual's personal LinkedIn profile (with their permission). Personal sender ads typically achieve higher engagement because they feel more like genuine professional outreach. For enterprise B2B sales, using the account executive as the sender is standard practice.

Message Ad audiences are built with the same LinkedIn targeting parameters as Sponsored Content — job title, seniority, company size, industry, and matched audiences. The specificity of targeting determines message relevance, which drives open and click rates. We build separate campaigns for each audience segment with tailored message copy.

Message Ads work best as the opening touchpoint in a multi-channel B2B sequence — paired with Sponsored Content for awareness, followed by a Message Ad for direct engagement, and then a Lead Gen Form campaign for conversion. We design the full sequence, not just the individual message.

Inviting a precisely targeted audience to an industry event, webinar, or roundtable. Message Ads achieve the open rates needed to generate meaningful registrations from a targeted professional audience — performance significantly above email invitation campaigns.

For professional services and SaaS businesses where a consultation or product demo is the primary conversion goal, Message Ads reach the specific job titles and companies you want in your pipeline with a direct, personal invitation.

In account-based marketing programmes, Message Ads are used to activate specific contacts within target accounts — reaching the decision-maker directly after they have been warmed by Sponsored Content brand exposure. The combination of content awareness plus direct message achieves significantly higher response rates than cold message alone.

Matched audience campaigns reaching contacts in your CRM who have not engaged recently — personalised messages referencing their previous interaction and presenting a new reason to re-engage. More effective than email for re-engagement because of LinkedIn's higher open rates and professional context.