Conversational marketing on LinkedIn transforms passive ads into dynamic, two-way dialogues that drive deeper engagement, nurture leads, and accelerate conversions for B2B brands and agencies like Faseeh Lall & Co.

1. What Are LinkedIn Conversation Ads?

Conversation Ads are interactive message-based ads delivered in LinkedIn Messaging. They mimic chatbots with:

• Introductory message

• Up to 5 CTA buttons per message

• Branching message flows based on button clicks

They’re charged on a cost-per-send (CPS) basis, ensuring you pay only when a message is delivered to an active member.

2. Why LinkedIn Conversational Marketing Works

• Personalized outreach with sender macros (first name, job title)

• Multiple, choice-driven CTAs keep prospects engaged

• Real-time dialogue boosts relevance and completion rates

• Deep targeting by industry, role, and seniority

Performance benchmarks:

Infographic: Conversation Ads Key Metrics

• Open Rate: 57%

• Click-Through Rate: 3%

• Cost-Per-Lead: $98

3. Best Practices for Maximum Engagement

1. Personalized Sender & Intro
   Use a relevant first-degree connection or senior executive as sender. Personalize with name and company macros.

2. Multiple CTAs & Branching
   Offer 3–5 CTAs: demo, download, website visit, follow-up message. Build decision trees that guide prospects logically.

3. Concise, Benefit-Driven Copy
   Keep intro <500 characters. Highlight a single pain point or benefit. Align CTAs to audience intent (awareness vs. lead gen).

4. Target Segmentation
   Narrow audience to 20–100K high-value profiles. Combine firmographics, seniority, and website retargeting lists.

5. Test & Optimize
   A/B test sender profiles, messaging tones, CTA types. Review flowchart reports weekly and reallocate CPS budget to top performers.

4. Setting Up Your LinkedIn Conversation Campaign

1. Campaign Objective: Lead generation or website visits

2. Audience: Specify location, company size, job titles, seniority

3. Ad Format: Select Conversation Ads, set daily CPS bid

4. Build Flow:
   • Intro message with macros

   • CTA buttons linking to landing pages, lead gen forms, or next messages

5. Launch & Monitor: Use Campaign Manager’s flowchart to track button clicks, sends, and conversions

5. Measuring Success

Track KPIs in Campaign Manager:

Metric	Indicator of Success
Sends	Message delivery volume
Open Rate	Intro effectiveness
CTA Clicks	Engagement level
Lead Form Submissions / Conversions	Bottom-funnel ROI

Optimize by shifting budget to flows with highest CPS efficiency.

Ready to unlock LinkedIn conversational marketing?
Partner with Faseeh Lall & Co, the top Digital Marketing Agency in Lahore, for tailored LinkedIn Conversation Ad strategies that drive real engagement and leads.

Next up: “LinkedIn Lead Gen Forms vs. Conversation Ads: Which Drives Better ROI?”

Also Read:

Boosting CTR on LinkedIn Ads

The Best LinkedIn Ads Audience Sizes