LinkedIn's messaging ad formats deliver your message directly to prospects' inboxes—bypassing the crowded feed entirely. These formats achieve some of the highest engagement rates in digital advertising, with open rates of 40-55% compared to typical email open rates of 15-25%.
This guide explains the different messaging formats and when to use each.
LinkedIn offers two primary messaging formats:
Message Ads deliver a single direct message to targeted LinkedIn members. The format includes:
Conversation Ads are interactive messaging experiences with multiple response paths:
| Feature | Message Ads | Conversation Ads |
|---|---|---|
| Format | Single message | Multi-step dialogue |
| CTAs | One button | Multiple branches |
| Complexity | Simple | Requires scripting |
| Best for | Direct offers | Lead qualification |
| Reply rate | Baseline | 3x higher than InMail |
LinkedIn messaging ads use a cost-per-send (CPS) model—you pay when your message is delivered, not when opened or clicked.
According to LeadsBridge benchmarks:
| Format | Cost Per Send |
|---|---|
| Basic Message Ads | $0.25 - $0.75 |
| Conversation Ads (senior roles) | $0.75 - $1.50+ |
While open rates are high (40-55%), click-through rates sit between 3-7%. This means messaging ads work best for:
They're not ideal for mass acquisition campaigns.
Exclusive invitations: Webinar invites, event registrations, and VIP access feel appropriate in a direct message format.
High-value offers: Demo requests, consultations, and personalized assessments warrant direct outreach.
Account-based marketing: When targeting specific companies or decision-makers, messaging feels relevant rather than intrusive.
Mid-funnel nurturing: Prospects who've engaged with your content are more receptive to direct messages.
Cold mass outreach: Generic sales pitches in inboxes damage brand perception.
Low-value offers: Don't waste inbox access on content that could work as Sponsored Content.
Broad audiences: Messaging works best with narrow, qualified targeting.
Budget constraints: At $0.50+ per send, messaging adds up quickly for large audiences.
The sender profile matters. Use someone:
Your subject line determines opens. Best practices:
According to 2026 best practices, focus on short, genuine, value-driven messages. Avoid lengthy sales pitches.
Message structure:
Every message needs a compelling reason for the recipient to act. Strong offers include:
LinkedIn limits how often members receive Sponsored Messages (typically 30 days between messages from different advertisers). Your message competes for limited inbox access—make it count.
Map out every conversation path before building:
Use branching to qualify leads:
Each response tells you something about the prospect.
Conversation Ads can include Lead Gen Forms within the messaging flow. This reduces friction compared to sending users to external landing pages.
Messaging ads require tighter targeting than feed ads. Recommended approach:
Messaging to "all marketers" wastes budget and damages brand perception. The inbox is a personal space—relevance is expected.
| Metric | Benchmark | Notes |
|---|---|---|
| Open rate | 40-55% | Higher than email |
| CTR | 3-7% | After open |
| Cost per send | $0.25-$1.50 | Varies by audience |
| Cost per lead | $50-200+ | Higher than feed ads |
Many recipients research on their own after receiving a message. Track:
| Factor | Messaging Ads | Sponsored Content |
|---|---|---|
| Placement | Inbox | Feed |
| Feel | Personal | Broadcast |
| Open/view rate | 40-55% | Variable |
| Cost model | Per send | CPC/CPM |
| Best for | High-value, narrow | Broad awareness |
| Risk | Intrusive if irrelevant | Lower risk |
"Sponsored InMail" was LinkedIn's original name for Message Ads. LinkedIn rebranded to "Message Ads" in 2020 to distinguish paid messages from organic InMail. The functionality is the same—both deliver sponsored messages directly to members' LinkedIn inboxes.
LinkedIn enforces a frequency cap—members won't receive more than one Sponsored Message within a set period (typically 30 days). This prevents inbox overload and maintains message value. You can't override this limit.
For the right use cases, yes. Message Ads excel at reaching specific decision-makers with personalized, high-value offers. They typically cost more per lead than feed ads but can reach prospects who ignore Sponsored Content. Test with a small audience before scaling.
Need help with LinkedIn messaging campaigns? Our team creates high-converting Message and Conversation Ads for B2B companies. Contact us | Get a free consultation
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