LinkedIn ad formats that actually drive pipeline.

Apr 9, 2026 · 2 min read · Sjoerd Oude Tanke, Founder, BrandArchway

You don't need all the formats. For most B2B companies, a few core options will do most of the heavy lifting.

5.1. Single Image Ads: your B2B workhorse

Best for problem-solution posts, before/after visuals, simple frameworks and diagrams, and "save-this" style content. These are often the backbone of your always-on B2B LinkedIn marketing.

5.2. Video Ads: turning complex products into clear stories

Video is perfect when your solution is technical or complex, you need to explain why your approach is different, and you want to build trust with experts. We often use longer videos (5–15 minutes) to amplify your best content to the right people. Those who watch a big chunk become prime remarketing audiences.

5.3. Document Ads: high-value content on LinkedIn itself

Ideal for implementation checklists, technical guides, buyer comparison sheets and playbooks. People scroll a few preview pages, then unlock the full document. For deeper content, document ads often outperform carousels.

5.4. Other formats (use when it makes sense)

Conversation / InMail ads: targeted outreach for time-sensitive campaigns
Event ads: for promoting LinkedIn-native webinars or launches
Text / Spotlight / Follow ads: cheap extra visibility on desktop, more "nice-to-have" than core

Want this built inside your own team? Book a free B2B audit and we will map a B2B LinkedIn strategy to your market, ICP and sales process.