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.

We start with your deal value, then build the smallest precise audience that contains enough decision-makers to fill your pipeline. Job title, seniority, company size, and industry filters keep the send tight. A tighter audience means a more specific message, and a more specific message gets opened. We never broadcast a Message Ad to a loose audience to pad the numbers.

A message from a named person — your founder or an account executive — outperforms a message from a faceless company page, because it reads as genuine professional outreach rather than an ad. We set up sender permissions, brief the nominated sender, and match the sender to the audience so the message lands with credibility.

We write short, specific copy that names the recipient's role, points at one concrete problem you solve, and offers one low-friction next step. We use dynamic fields to personalise the opener, and we cut every line that sounds like a pitch. One Message Ad equals one clear ask — never a wall of text.

LinkedIn caps a single advertiser at one Message Ad per recipient every 30 days, so the first send has to count — and the follow-up has to come through another format. We plan the Sponsored Content warm-up and the Lead Gen Form catch before the message goes out, so every reply has somewhere to go.

A single sponsored message delivered straight to one person's LinkedIn inbox with a single call-to-action. This is direct response at its most personal — you choose exactly who receives it, and the message reads as one-to-one outreach. Pick this format when you have one clear ask and a precisely defined list of people to put it in front of.

A Conversation Ad lands in the same inbox but branches into two to five choose-your-path options instead of one button. Choose a Message Ad for a single, focused ask; choose a Conversation Ad when your audience sits at different buying stages and you want each prospect to self-select their next step.

Feed formats like Sponsored Content and Document Ads build awareness passively as people scroll — the prospect decides whether to engage. A Message Ad arrives in the inbox and asks directly. Run the feed formats first to warm the audience, then the Message Ad to convert the attention into a reply.

Cold email sits at 15–25% open rates and fights spam filters; manual LinkedIn outreach through Sales Navigator caps out at your team's capacity. Message Ads deliver to thousands of verified inboxes at once, with no spam filter and no manual sending — the consistency of a campaign with the open rates of a personal note.

Run LinkedIn Sponsored Content to the same audience first, so your brand is familiar before the Message Ad lands. Recognition lifts open and reply rates — a message from a name the recipient has already seen reads as a follow-up, not a cold pitch.

Point the Message Ad CTA at a LinkedIn Lead Gen Form so a reply turns into captured contact details inside LinkedIn — name, role, company, and email pre-filled from the recipient's profile. No landing page, no friction, higher completion.

When the message comes from a named sender, Thought Leadership Ads from that same person prime the audience to trust them. A prospect who has read the sender's insight is far more likely to reply when that person messages them directly.

LinkedIn reaches decision-makers by who they are; Google Ads reaches them by what they search. Running both means a prospect who replies to your Message Ad and later searches your category finds you at the top of results too — closing the loop between outbound and inbound.