LinkedIn Ad Formats Guide: Single Image vs Document vs Video (2026)

LinkedIn has many formats. Most are legacy junk. In this "Mega-Authority" guide, we rank them by Performance per Dollar.

The Tier List:

1. S-Tier: Document Ads.
2. A-Tier: Single Image Ads.
3. B-Tier: Text Ads (Cheap).
4. C-Tier: Video Ads.
5. D-Tier: Carousel Ads.

Part 1: S-Tier - Document Ads

This format allows users to read a PDF inside the feed without leaving. They swipe pages like a carousel. The Magic: To unlock the full PDF or download it, you can gate it with a Lead Form mid-stream.

• Example: Read pages 1-3 for free. Click "Unlock" to read pages 4-10 (Auto-fills form).
• Stats: These currently have the lowest CPL on the platform (~$30).

Part 2: A-Tier - Single Image Ads

The workhorse.

• Aspect Ratio: 1.91:1 (Landscape) or 1:1 (Square). Note: Vertical (4:5) is now supported - use it for mobile real estate!
• Strategy: "Boring" B2B images fail. Use bright colors, faces, or clear charts.
• Text: 150 characters intro. Keep it punchy.

Part 3: C-Tier - Video Ads

Video is expensive on LinkedIn. CPV (Cost Per View) can be $0.10 - $0.50 (vs $0.01 on Meta). Use Case: Only use video for Retargeting or Brand Awareness where you need to tell a complex story. For Direct Response, Images/Documents usually beat Video on CPL.

Part 4: D-Tier - Carousel Ads

On Facebook, Carousels tell a story. On LinkedIn, the UI for carousels is clunky and click-through rates are surprisingly low. Document Ads have largely replaced the utility of Carousels for storytelling.

Part 5: Message Ads (Conversation Ads)

These live in the inbox.

• Pros: 100% Share of Voice. No feed distraction.
• Cons: Expensive ($0.50 - $1.00 per send). Low daily inventory.
• Strategy: Use for "VIP Invites" (Event invitations) or "Bottom Funnel" offers. Do not use for "Read my blog."

Part 6: Summary & Checklist

Your Action Plan:

1. Convert your whitepaper into a PDF Document Ad.
2. Gate it after Page 3.
3. Launch a standard Single Image campaign for scaling.
4. Avoid boosting posts just because they are there.

Format dictates function.