Conversation Ads

What are Conversation Ads?

Conversation Ads on LinkedIn are a native, message-based ad format delivered directly to a user’s LinkedIn Messaging inbox.

Unlike traditional display or feed-based ads, conversation ads enable real-time, interactive experiences through customizable decision-tree flows that allow recipients to choose how they engage with the brand.

Each message can include multiple CTA buttons (e.g., "Register Now," "Watch Demo," "Learn More"), guiding users through a personalized journey that mirrors a sales or marketing funnel.

Launched by LinkedIn in 2020 as an evolution of Message Ads, conversation ads combine personalization, automation, and lead generation in a format tailored for high-intent professional engagement.

Key Takeaways

• ‍Interactive and Personalized: Conversation ads feel like one-to-one communication and give users control over how they engage, increasing relevance and interaction.‍
• Optimized for Lead Capture and Education: This format works exceptionally well for offering gated content, event invites, demos, or product tours directly in the inbox.‍
• Strong Performance in B2B Contexts: With higher open rates than traditional email and immediate CTA options, conversation ads help shorten the buyer’s journey and surface qualified leads faster.

Why It Matters

Conversation ads represent a powerful way to engage decision-makers in the environments where they already work and network.

Unlike static or passive formats, conversation ads mimic real conversations—building trust, relevance, and context through step-by-step interaction.

According to LinkedIn, conversation ads can deliver up to 5x higher click-through rates compared to traditional InMail or Sponsored Content when used effectively¹.

They are especially valuable in B2B marketing where education, nurturing, and qualification are critical before a prospect will convert.

This format also allows marketers to deliver multiple offers in a single flow, which increases the odds of capturing interest based on a user’s preferences.

Application in Business

• ‍How it’s used in digital marketing: Marketers use conversation ads to drive registrations for webinars, download gated content, book demos, or pre-qualify leads through interactive Q&A paths.
  They’re ideal for mid- and bottom-funnel campaigns where personalized engagement is key.‍
• How marketing teams can leverage it: Teams can customize flows based on persona, job title, or funnel stage—ensuring the right message and offer reaches the right audience.
  Message copy is often framed as if it’s coming from a company rep or executive, boosting credibility and response rates.‍
• Examples of companies that apply it effectively: SaaS companies like HubSpot and Drift use conversation ads to increase demo bookings by letting users self-select paths (e.g., "Learn about our CRM" vs. "Talk to Sales"). Event-driven companies use it to boost attendance with choices like "See Agenda" or "Register Now."

Summary

Conversation ads on LinkedIn offer a high-impact, interactive way to guide prospects through a tailored journey—right in their inbox.

By mimicking a dialogue instead of pushing static messages, they create trust, increase engagement, and improve conversion rates in a professional context.

This format is especially effective for B2B marketers aiming to generate leads, educate prospects, or promote time-sensitive events.

Each CTA-based decision point allows users to self-navigate based on interest, making it easier to segment and qualify leads in real time.

When executed thoughtfully, conversation ads become more than just an ad—they become a mini-sales assistant.

FAQs

How are conversation ads different from Message Ads?

Message Ads are static, one-way messages with a single CTA.

Conversation Ads allow for multi-step, interactive flows that mimic real conversations and provide several CTA buttons for user choices.

Can I personalize the conversation flow based on audience segments?

Yes. You can tailor flows based on job title, industry, or funnel stage, and deliver targeted content or CTAs based on user responses.

What types of CTAs work best in conversation ads?

CTAs like “Book a Demo,” “Download the Guide,” “See Agenda,” or “Watch the Video” perform well.

The key is to keep the choices clear, action-oriented, and aligned with your campaign goal.

Do conversation ads require a chatbot or human response?

No. They are fully automated and rely on pre-programmed flows.

However, you can integrate follow-up with a live sales rep if the user clicks on high-intent CTAs.

What’s the ideal length for a conversation ad flow?

Keep it short and relevant—3 to 5 message steps with 2–3 CTA options per step is optimal.

Avoid overwhelming users with too many choices or long blocks of text.