Running LinkedIn Conversation Ads That Generate Revenue

Could LinkedIn conversation ads be the missing piece to your marketing puzzle?

Jason Widup, VP of Marketing at Metadata, explains why this tactic works for a range of demand generation campaigns and shares his entire playbook for running LinkedIn conversation ads.

Whether you’re a conversation ad novice or more experienced, this session will give you the confidence to experiment with how these could work for your future campaigns.

Here are some of the key takeaways:

⚡️ Key takeaways

Takeaway 1: Run LinkedIn conversation ad campaigns with one clear goal

Campaigns most suitable for a LinkedIn conversation ad include demo requests, content downloads, event registrations, and just raising brand awareness. The nature of these kinds of ads means that they’re often delivered cold, so success usually means keeping things simple.

Jason’s top tip is to have the ads delivered by someone your target market can relate to. Sending the ad from a person who has a similar job role to the recipient is a great way to make the message and the action you’re asking them to take more relevant.

Relevance is key to conversions for any campaign. Always try to make sure that the offer matters to the recipient by targeting your audience accordingly.

Takeaway 2: Choose your opening message wisely

Your first message is critically important. You only get 500 characters to share who you are, why the recipient should listen to you, any social proof, information about your offer, the offer itself, and any pleasantries and additional context. It’s a lot, so you have to be clever and make each character count.

Like traditional email, LinkedIn conversation ads also have a “preheader”, aka, the text you can see before you open the mail. Jason suggests paying close attention to these opening characters and experimenting with them to find out what will boost your open rate and even lead to higher conversions. But beware that the character count for this is different depending on if the recipient opens the message on desktop vs. mobile.

Takeaway 3: Jumpstart results by getting started quickly

LinkedIn conversation ad campaigns need testing to refine what works and what doesn’t, so don’t spend months building the perfect flow. Instead, just get started and then iterate.

If you’re using LinkedIn conversation ads for the first time, map out a few example flows and draft the copy first. Once you’ve worked out which ones you want to go with, polish up your copy and check you have the ability to follow up with the leads you may generate. Designing a brilliant ad campaign is one thing, but what happens next is just as (if not more) important. Ensure everything is in place to give your recipients the best experience before you launch.


Over the last year, we’ve put together a ton of resources on how you can make Linkedin Conversation Ads work for you and your business. Here’s a full list of our best stuff:

  1. Your Incomplete—but Still Pretty Amazing—Guide To LinkedIn Conversation Ads
  2. How I Generated 5X Return From One LinkedIn Conversation Ads Campaign
  3. Why We Decided To Go All-in on LinkedIn’s Conversation Ads
  4. How Metadata Customers Are Using Conversation Ads
  5. How I Delivered 230% More Demos in a Month With 60% Less Budget

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Quick design & launch of campaigns
Automated optimization & budget shifting. Clear visibility into key metrics & spend. Easy experimentation to help you course-correct quicker.
Tamara T.
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Mid-Market(51-1000 emp.)
The advertising platform to rule them all!
Metadata has been the most efficient platform for managing LinkedIn and Google ads all in one place. I can easily manage audiences, ads, creatives, offers, and more. The budget grouping allows me to control how much spend to allocate by campaigns, geos, and more.
Verified User in Computer Software
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Mid-Market(51-1000 emp.)
The ability to launch campaigns simultaneously across LinkedIn, Facebook, and Google Ads is incredible
It saves countless hours of duplicitous work and provides unmatched visibility into the best-performing channels.
Maggie D.
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4.6 based on 274 reviews