LinkedIn Message Ads: Setup and Optimization Guide
LinkedIn Message Ads deliver your content directly to prospects' LinkedIn inboxes—cutting through feed noise and enabling personalized conversations at scale.
In 2026, LinkedIn offers two message-based formats: traditional Message Ads (InMail) and interactive Conversation Ads. This guide covers setup, best practices, and optimization for both.
Message Ads vs. Conversation Ads
Understanding the difference helps you choose the right format.
Message Ads (InMail)
Traditional sponsored messages delivered to LinkedIn inboxes:
- Single message format
- One CTA button
- Delivered when user is active
- Simpler to create and launch
Conversation Ads
Interactive messages with multiple pathways:
- Multi-step conversation flows
- Multiple CTA options per message
- Users self-select their interests
- Higher engagement through interactivity
According to 2026 case studies, Conversation Ads achieve 3x higher reply rates compared to traditional InMail campaigns. They're now the preferred format for B2B marketers.
When to Use Message Ads
Message-based formats work best for specific use cases.
Ideal Use Cases
High-Value Offers ($50k+ ACV):
- Enterprise demo requests
- Executive meeting invitations
- High-ticket webinar registrations
Account-Based Marketing:
- Personalized outreach to target accounts
- Multi-threading buying committees
- Dream-100 campaigns
Event Promotions:
- Conference invitations
- Exclusive roundtable seats
- Limited-capacity workshops
Direct Response:
- Free consultation offers
- Assessment or audit invitations
- Trial program enrollments
According to 2026 performance data, Conversation Ads deliver 11-18% reply rates—making them ideal for high-value B2B conversations.
When to Avoid Message Ads
- Brand awareness campaigns (use Sponsored Content instead)
- Low-value or broad offers
- Audiences without clear qualification
- When frequency caps are already maxed
Setting Up Message Ad Campaigns
Follow these steps in Campaign Manager.
Step 1: Create Campaign
- Log into Campaign Manager
- Select your Campaign Group
- Click "Create Campaign"
- Choose objective: Website Visits, Lead Generation, or Website Conversions
Step 2: Select Ad Format
- Under "Ad Format," select Message Ad or Conversation Ad
- Message Ads show a single message
- Conversation Ads allow multiple-path conversations
Step 3: Define Audience
Message Ads require tight targeting for relevance:
- Company Names: Upload target account lists for ABM
- Job Titles: Target specific decision-makers
- Seniority: Focus on Director+ for high-value offers
- Company Size: Match your ideal customer profile
Important: Smaller, highly-targeted audiences perform better than broad targeting for message formats.
Step 4: Set Budget and Schedule
- Bid Type: Cost Per Send (CPS)
- Typical CPS: $0.50-$1.00+ depending on audience
- Budget: Daily or lifetime budget options
- Schedule: Control delivery timing
Step 5: Create Your Message
For Message Ads:
- Write a compelling subject line
- Craft personalized message body
- Add single CTA button
For Conversation Ads:
- Design conversation flow with branches
- Create multiple response options
- Build qualification paths
Conversation Ad Best Practices
Conversation Ads require thoughtful scripting to perform well.
Structure Your Flow
Opening Message:
- Personalized greeting using dynamic fields
- Clear value proposition
- Multiple response options (2-4 choices)
Branch Messages:
- Follow-up based on user selection
- Progressive qualification
- Lead toward conversion
Closing Options:
- CTA for interested prospects (demo, call, download)
- Soft exit for not-yet-ready prospects
- Event registration or lead capture
Writing Effective Scripts
According to optimization research, well-written copy is the difference between success and failure.
Do:
- Write conversationally, not formally
- Keep messages concise (under 500 characters)
- Ask questions to engage
- Offer clear value and next steps
- Use dynamic personalization fields
Don't:
- Write walls of text
- Lead with sales pitch
- Use generic, template-sounding copy
- Forget to test variations
Example Conversation Flow
Opening:
"Hi [First Name], noticed you're leading [Job Function] at [Company]. Quick question: Is [pain point] on your radar this quarter?"
Response Options:
- "Yes, it's a priority"
- "Interested but not urgent"
- "Not relevant right now"
Branch 1 (Priority):
"Great! We've helped [similar companies] solve this in [timeframe]. Would a 15-minute call make sense?"
Branch 2 (Interested):
"No rush—here's a quick guide on [topic]. Happy to chat when timing's better."
Branch 3 (Not relevant):
"Appreciate the honesty! If anything changes, feel free to reach out."
Frequency and Compliance
LinkedIn enforces strict frequency limits on message ads.
Frequency Caps
According to 2026 LinkedIn guidance:
- Message/Conversation Ads: Max 1-2 per 30 days per user
- Exceeding caps tanks relevance scores
- CPC can rise 40-80% within 48 hours of over-frequency
Compliance Tips
- Respect inbox experience—don't spam
- Provide genuine value in every message
- Include easy opt-out or exit options
- Monitor negative feedback signals
Performance Benchmarks
Set expectations with 2026 benchmarks.
Typical Performance
| Metric |
Average |
Good |
Excellent |
| Open Rate |
50%+ |
55-60% |
65%+ |
| Reply Rate |
8-12% |
12-15% |
18%+ |
| CPS |
$0.50-$0.80 |
$0.40-$0.50 |
<$0.40 |
| Click Rate |
3-5% |
5-8% |
10%+ |
Conversation Ad Specific
According to documented results:
- 3x higher reply rates than traditional InMail
- 11-18% reply rates for optimized campaigns
- Strong lead qualification through branching
Optimization Strategies
Improve performance with these tactics.
Test Subject Lines
Subject lines determine open rates:
- Test questions vs. statements
- Test personalization vs. generic
- Test urgency vs. curiosity
- Aim for 60 characters or less
Refine Targeting
Smaller, qualified audiences outperform broad targeting:
- Upload company lists for ABM
- Layer job function with seniority
- Exclude recent converters
- Test audience segments separately
Use Incentives
According to B2B marketing research, financial incentives significantly boost response rates:
- Gift cards for meeting attendance
- Premium content access
- Exclusive event invitations
- Free assessments or audits
Integrate with Lead Gen Forms
In 2026, Conversation Ads integrate with Lead Gen Forms for seamless capture:
- Embed forms within conversation flow
- Capture leads without leaving LinkedIn
- Higher completion rates than landing pages
Frequently Asked Questions
What's the difference between Message Ads and InMail?
Message Ads are LinkedIn's paid advertising format delivered to inboxes—formerly called Sponsored InMail. They differ from organic InMail, which is limited to Sales Navigator users. Message Ads allow targeting any LinkedIn member and scale beyond connection limits.
How much do LinkedIn Message Ads cost?
LinkedIn Message Ads use Cost Per Send (CPS) pricing, typically $0.50-$1.00+ per message delivered. Costs vary by audience competitiveness. With 50%+ open rates and 8-18% reply rates, effective cost per engaged user is significantly lower than the headline CPS.
Are Conversation Ads worth the extra setup?
Yes, Conversation Ads outperform traditional Message Ads with 3x higher reply rates. The interactive format qualifies prospects through self-selection, delivering higher-quality leads. The extra scripting effort pays off in campaign performance.
Key Takeaways
- Conversation Ads deliver 3x higher reply rates than traditional Message Ads (InMail)
- Use message formats for high-value offers ($50k+ ACV), ABM campaigns, and event promotions
- LinkedIn limits Message Ads to 1-2 per user per 30 days—respect frequency caps
- Write conversationally, keep messages under 500 characters, and offer clear value
- Expect 50%+ open rates and 11-18% reply rates for optimized Conversation Ads
- Small, highly-targeted audiences outperform broad targeting for message formats
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