Native ads that reach professionals in their feed.
LinkedIn Sponsored Content are native ads that appear directly in the LinkedIn feed — indistinguishable from organic posts except for the "Promoted" label. They reach targeted professional audiences with single image, carousel, video, and document ad formats. For B2B businesses, Sponsored Content is the primary awareness and consideration campaign type on LinkedIn.
LinkedIn Sponsored Content — native feed advertising for professional audiences.
LinkedIn Sponsored Content are paid posts that appear in the LinkedIn feed of targeted professionals. They look and function like organic LinkedIn posts — with the same image, video, carousel, and document formats — but are served to audiences beyond your existing followers based on targeting parameters you define. Sponsored Content is the most widely used LinkedIn Ads format because it delivers reach and engagement at scale while maintaining the native experience users expect from LinkedIn. Formats include: Single Image Ads (standard sponsored post with image and copy), Carousel Ads (multiple swipeable cards for storytelling or multi-product showcase), Video Ads (in-feed video up to 30 minutes), and Document Ads (downloadable PDFs or presentations to capture content engagement). Sponsored Content works best for awareness and consideration objectives — reaching new professional audiences with content that builds credibility and brand recognition over multiple touchpoints.
Get a free auditProfessional audiences in a professional mindset.
LinkedIn users are in a work context when they use the platform — they are actively engaged with professional content, open to business ideas, and receptive to relevant B2B messaging in a way they are not on Facebook or Instagram. Sponsored Content that provides genuine value — insight, data, practical guidance — earns engagement from exactly the professional audience you are trying to reach. According to LinkedIn's own research (2024), B2B buyers who engage with LinkedIn content are 3× more likely to convert than those reached through cold outreach. For professional services firms, technology companies, and enterprises with complex sales cycles, Sponsored Content maintains brand presence with decision-makers through the extended consideration period before a purchase decision is made.
Four formats for different objectives and audiences.
Each Sponsored Content format suits a different objective and content type. We match format to your specific campaign goal.
Best suited to B2B businesses with professional content.
Consulting, legal, accounting, financial advisory — businesses where credibility is the primary purchase driver. Sponsored Content distributes thought leadership, case studies, and expertise signals to targeted decision-maker audiences, building familiarity before a sales conversation.
Software companies can use Sponsored Content to reach their specific buyer persona (IT Managers, Operations Directors, Finance teams) with problem-led content that demonstrates product value without a hard sell. Video demos and case study carousel ads consistently generate qualified demo requests.
ABM programmes use Sponsored Content to reach all decision-relevant roles within target accounts simultaneously — building multi-stakeholder awareness before the sales team engages. Consistent content exposure across an account significantly shortens enterprise sales cycles.
Research reports, industry benchmarking studies, practical guides, and tool templates are high-value lead magnets for professional audiences. Document Ads and Lead Gen Form-gated content distribute these assets to targeted professionals and generate leads from people demonstrating active interest in the topic.
A one-page audit of your linkedin sponsored content opportunities.
No call required. Tell us your business and goals — we send back a written audit within 3 business days.
What works alongside Sponsored Content.
Convert Sponsored Content viewers to leads
Learn more →Direct follow-up to Sponsored Content engagers
Learn more →Promote personal posts to amplify Sponsored Content
Learn more →Capture the search intent that LinkedIn content builds
Learn more →Common questions about linkedin sponsored content
What is LinkedIn Sponsored Content?+
It is a paid post that appears in the LinkedIn feed of your targeted professional audience — indistinguishable from an organic post except for the "Promoted" label. It can be a single image, carousel, video, or document, and reaches professionals beyond your existing follower base.
What campaign objectives can I run with Sponsored Content?+
Brand awareness, website traffic, engagement, video views, lead generation, and website conversions. The objective determines how LinkedIn optimises ad delivery. Most B2B campaigns run awareness and lead generation objectives simultaneously across separate ad sets.
How much does LinkedIn advertising cost?+
CPCs typically range from $6–15 AUD for Australian B2B audiences. We recommend a minimum of $2,000/month to generate meaningful volume and give the algorithm enough data to optimise. LinkedIn is more expensive per click than Meta but reaches decision-makers in a professional mindset.
What content performs best in the LinkedIn feed?+
Specific, practical content outperforms generic brand messaging. Industry statistics, client case study results, contrarian opinions on common practices, and step-by-step frameworks all outperform vague value propositions. The more specific the insight, the better the engagement.
Can I use Sponsored Content to warm audiences before a direct pitch?+
Yes — this is the recommended approach for B2B. A sequence of awareness content (insights, case studies) over 2–4 weeks before Message Ads or Lead Gen Form campaigns produces significantly higher engagement rates than cold direct response. Familiarity reduces friction at every conversion point.