B2B marketing on LinkedIn has become increasingly sophisticated with multiple ad formats available to reach professional audiences. With LinkedIn hosting over 1 billion users globally and serving as the primary platform for 86% of B2B marketers, choosing the right ad format can significantly impact your campaign performance and return on investment.

Understanding LinkedIn’s Ad Format Landscape

LinkedIn offers eight primary ad formats, each designed for specific marketing objectives and audience engagement strategies. Recent performance data from 2025 shows substantial variations in click-through rates and costs across different formats, making format selection crucial for B2B marketing on LinkedIn success.

The Performance Leaders: Document and Video Ads

Document ads currently lead LinkedIn ad formats with an impressive 0.75% average click-through rate, while maintaining a competitive $4.80 cost per click. These ads excel at promoting whitepapers, case studies, and downloadable content directly within the LinkedIn feed, allowing users to preview and download materials without leaving the platform.

Video ads follow closely with a 0.65% CTR and $6.20 CPC, making them ideal for storytelling and increasing engagement rates. The format supports videos up to 30 minutes in length, though optimal performance typically occurs with shorter, more focused content that captures attention within the first few seconds.

The Versatile Workhorses: Single Image and Message Ads

Single image ads remain the most popular LinkedIn ad format, delivering a 0.56% CTR at $5.50 CPC. Their simplicity makes them perfect for brand awareness campaigns and lead generation efforts, particularly when targeting decision-makers who have twice the buying power of average web audiences.

Message ads, despite their higher $8.50 CPC, provide unique direct communication opportunities with prospects. These ads appear in LinkedIn messaging when users are active, ensuring higher engagement potential and creating personalized touchpoints for B2B marketing on LinkedIn campaigns.

Format-Specific Performance Analysis

The relationship between cost and performance varies significantly across LinkedIn ad formats. Document ads offer the best value proposition, combining high CTR with lower costs, while carousel ads present challenges with multiple charging events that can quickly drain campaign budgets.

Carousel Ads: The Costly Surprise

Despite their visual appeal, carousel ads present unique challenges in B2B marketing on LinkedIn campaigns. Unlike other formats, LinkedIn charges for each individual link click within a carousel, meaning a single user can generate multiple charges in one session. This pricing structure has led to carousel ads being considered one of the least cost-effective formats, with experienced marketers often avoiding them entirely.

Event and Conversation Ads: Specialized Solutions

Event ads serve specific promotional needs with a 0.48% CTR and $5.90 CPC, making them suitable for webinar and conference promotion. Conversation ads, while more complex to set up, offer interactive experiences that can guide prospects through multi-step engagement processes.

Strategic Format Selection for Digital Marketing Agencies

For digital marketing agencies in Lahore and across Pakistan, understanding format performance becomes crucial when managing client campaigns. The local B2B market shows increasing adoption of LinkedIn advertising, with costs ranging from $2-7 per click depending on targeting specificity and industry competition.

Budget Considerations and ROI Optimization

LinkedIn advertising costs have increased 8% year-over-year in 2025, with cost per lead often exceeding $100 for B2B technology companies. This makes format selection even more critical for agencies like Faseeh Lall & Co, who must deliver measurable results for clients across Pakistan and the United Kingdom.

Text ads, while offering the lowest CPC at $3.20, also deliver the lowest engagement at 0.25% CTR. They work best for budget-conscious campaigns targeting broad professional audiences where precise engagement metrics are less critical than reach and awareness.