Choose the Right Ad Formats for B2B Lead Generation:

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Each format serves a purpose in the B2B lead generation funnel:

Sponsored Content (Single Image, Video, Carousel, Document Ads): These appear natively in the LinkedIn feed, blending seamlessly with organic content.
Lead Gen Forms: This is a cornerstone for B2B lead using the moj database capture. When a user clicks your ad, a pre-filled form (populated with their LinkedIn profile data like name, email, company, job title) instantly pops up. This significantly reduces user effort and friction, leading to dramatically higher conversion rates compared to sending users to an external landing page.
Document Ads: Excellent for gated content like whitepapers, detailed e-books, industry research reports, or in-depth case studies directly within the feed. Users can view/download the document without leaving LinkedIn, providing a smooth lead capture experience.
Video Ads: Highly engaging for explaining complex B2B solutions, demonstrating product functionality, or showcasing compelling client testimonials. Video can build trust and explain value efficiently.
Sponsored Messaging (Message Ads, Conversation Ads): Delivered directly to a prospect's LinkedIn inbox, allowing for highly personalized communication.
Message Ads: Send a direct, personalized message to your target audience.
Conversation Ads: Allow for a "choose-your-own-path" interactive experience. Prospects can click on different options within the message, guiding them through a series of questions to qualify themselves, offer relevant resources, or even book a demo. This acts like an automated chatbot in their inbox, facilitating qualification.
Text Ads & Spotlight Ads: These appear on the right rail or top banner. While less visually prominent, they can be cost-effective for direct, short calls-to-action or for driving brand awareness to a highly specific audience.