Carousel Ads

What is Are Carousel Ads?

Carousel ads on LinkedIn are a multi-card ad format that allows marketers to display a series of scrollable images or videos within a single Sponsored Content unit.

Each card can include its own image, headline, description, and destination URL, enabling businesses to showcase multiple products, tell a sequential story, or personalize messaging across decision-makers—all within the professional context of LinkedIn.

The format is designed to boost engagement by encouraging users to interact with the ad through horizontal scrolling.

Launched by LinkedIn in 2018, carousel ads have become a go-to format for B2B marketers looking to create more immersive, context-rich ad experiences in the feed.

Key Takeaways

• ‍Designed for B2B Storytelling: LinkedIn carousel ads allow brands to guide prospects through a narrative—from problem to solution—within a single ad unit.
• ‍Multiple Cards, Multiple CTAs: Each card in a carousel can link to a different landing page, offering flexibility in how value propositions are delivered.‍
• Higher Engagement in a High-Intent Environment: On LinkedIn, where users are already in a business mindset, carousel ads generate more interaction and deeper content exploration.

Why It Matters

LinkedIn carousel ads play a critical role in building trust and driving mid-to-bottom funnel engagement in B2B campaigns.

They offer more creative real estate than single-image ads, making them ideal for educating buyers, highlighting product features, or sharing customer success stories.

According to LinkedIn, carousel ads can drive up to 2x more engagement than static formats when structured around strong messaging and visuals.

In a high-CPM environment like LinkedIn, maximizing every impression is essential.

Carousel ads help do that by offering multiple clickable elements, effectively turning one ad into several lead-generation or awareness opportunities.

Application in Business

• ‍How it’s used in digital marketing: LinkedIn marketers use carousel ads to showcase step-by-step processes, gated content offers, event lineups, or solutions mapped to pain points.
  For example, a B2B software company might use a carousel to break down the benefits of its platform across different roles like marketing, sales, and operations.‍
• How marketing teams can leverage it: Marketing teams can personalize each card for different buyer personas or stages of the funnel.
  Cards might include “How it works,” “Who it’s for,” “Customer success,” and “Try now”—all within the same ad.‍
• Examples of companies that apply it effectively: LinkedIn itself uses carousel ads to promote its Marketing Solutions, with each card highlighting different features or customer results.
  Companies like HubSpot and Salesforce use carousel ads to drive content downloads, webinar signups, and solution overviews tailored to buyer personas.

Summary

Carousel ads on LinkedIn are a performance-driven, storytelling format that allows marketers to deliver more context, value, and interaction in a single impression.

They’re purpose-built for B2B audiences that require more information before engaging, and offer flexibility to promote multiple offers, personas, or benefits without running multiple campaigns.

Each card acts as a visual CTA, creating more opportunities for clicks, engagement, and lead generation.

Because of LinkedIn’s high intent environment, carousel ads often outperform other formats in terms of depth of engagement and conversion quality.

Used strategically, they support both awareness and demand generation goals while showcasing a brand’s depth, credibility, and customer value.

FAQs

How many cards can I include in a LinkedIn carousel ad?

LinkedIn allows a minimum of 2 and a maximum of 10 cards per carousel ad.

For optimal performance, use 4–6 cards to balance storytelling and attention span.

Can I use different landing pages for each card?

Yes. Each carousel card can have its own unique destination URL, allowing you to direct users to specific product pages, assets, or lead forms.

Do carousel ads work well for lead generation?

Absolutely. Carousel ads can drive traffic to LinkedIn Lead Gen Forms or external landing pages, especially when each card addresses a key value prop or objection.

Can I retarget users who interacted with a carousel ad?

Yes. You can create retargeting audiences based on users who viewed or clicked on your carousel ad, allowing you to continue nurturing high-intent prospects.

How do carousel ads compare to video or single-image ads on LinkedIn?

Carousel ads often drive higher click-through rates due to their interactive nature.

They also allow more storytelling than static images, though video may outperform them for top-of-funnel awareness depending on the content.

‍