LinkedIn Text Ads: When and How to Use Them

LinkedIn Text Ads are the platform's simplest and often cheapest ad format. They appear in the right rail on desktop, delivering straightforward messaging to professional audiences at a lower cost per click than Sponsored Content.

This guide covers when Text Ads make sense, how to set them up, and best practices for maximizing their effectiveness.

What Are LinkedIn Text Ads?

Text Ads are small, PPC-based ads that appear on the right side of LinkedIn's desktop interface. They consist of:

• Small image: 100 x 100 pixels
• Short headline: 25 characters
• Brief description: 75 characters
• Destination URL: Where clicks go

They're the most basic LinkedIn ad format but remain effective for specific use cases.

Text Ads Specs

Element	Requirement
Image size	100 x 100 pixels
Image format	JPG, PNG
File size	Under 2 MB
Headline	25 characters max
Description	75 characters max
Display URL	Your website URL

When to Use Text Ads

Text Ads aren't for every campaign. Use them when:

1. Budget Is Limited

Text Ads typically cost less per click than Sponsored Content. If you have a small budget but want LinkedIn's professional targeting, Text Ads provide an entry point.

2. Running Alongside Other Campaigns

According to LinkedIn advertising experts, Text Ads work well in tandem with other ad campaigns for low-CPM brand awareness while your Sponsored Content drives primary conversions.

3. Retargeting Desktop Users

Text Ads excel at retargeting campaigns where you're reaching people who already know your brand. The lower cost makes retargeting more efficient.

4. Simple Direct-Response Offers

Straightforward offers like free trials, demo requests, or whitepaper downloads can perform well with minimal creative investment.

5. Testing Messages

Use Text Ads to quickly test headlines and offers before investing in more expensive Sponsored Content production.

When NOT to Use Text Ads

Skip Text Ads when:

• Mobile reach matters: Text Ads don't appear on mobile devices
• Visual storytelling is key: 100x100 pixels limits creative expression
• You need high volume: Limited inventory compared to feed ads
• Brand awareness is the goal: Small format lacks impact

Setting Up Text Ads

Step 1: Create Campaign

1. Go to Campaign Manager
2. Click Create Campaign
3. Select your Campaign Group
4. Choose objective (Website Visits or Website Conversions work best)

Step 2: Define Audience

Use LinkedIn's targeting options:

• Location (required)
• Job title, function, or seniority
• Company industry or size
• Skills or groups

Text Ad audiences should be the same precision as other LinkedIn campaigns—just because they're cheaper doesn't mean you should target broadly.

Step 3: Set Budget and Bid

Choose your payment model:

Model	When to Use
CPC	Most common—pay only for clicks
CPM	For awareness when impressions matter

Start with LinkedIn's suggested bid, then adjust based on delivery and performance.

Step 4: Create Your Ads

Image tips:

• Use a recognizable logo or headshot
• High contrast works best at small sizes
• Keep it simple—details get lost

Headline tips:

• 25 characters forces clarity
• Front-load the most important words
• Include benefit or offer

Description tips:

• Expand on the headline
• Include a reason to click
• End with implied action

Step 5: Launch and Monitor

Text Ads typically get approved quickly. Monitor these metrics:

• CTR: Benchmark is 0.025-0.03%
• CPC: Often 50-70% less than Sponsored Content
• Conversion rate: Track with Insight Tag

Text Ads Best Practices

Write Multiple Variations

Create 4-5 ads per campaign with different headlines and descriptions. LinkedIn will optimize toward top performers.

Use Recognizable Images

At 100x100 pixels, complex images become unreadable. Logos and headshots work best because they're simple and recognizable.

Front-Load Headlines

With only 25 characters, every word counts. Put the most important information first.

Good: "Free B2B Guide" Bad: "Download Our Latest..."

Include Specific Offers

Generic messaging gets ignored. Specific offers drive clicks:

Generic: "Marketing Solutions" Specific: "50% Off First Month"

Test Continuously

The simplicity of Text Ads makes them perfect for testing. Rotate new variations regularly to find winning messages.

Target Desktop Users Intentionally

Since Text Ads don't appear on mobile, consider your audience's device usage. Text Ads work well for roles that spend most of their day on desktop (finance, operations, developers).

Text Ads vs. Other Formats

Factor	Text Ads	Sponsored Content
Cost	Lower CPC	Higher CPC
Reach	Desktop only	All devices
Visual impact	Minimal	High
Creative effort	Low	Moderate-High
Best for	Retargeting, testing	Full-funnel campaigns

Measuring Text Ad Performance

Track these metrics in Campaign Manager:

Primary Metrics

• Clicks: Raw engagement volume
• CTR: Ad relevance indicator
• CPC: Cost efficiency
• Conversions: Business outcomes

Benchmarks

Text Ads typically see:

• CTR: 0.02-0.04%
• CPC: 30-50% lower than Sponsored Content
• Conversion rates: Vary by offer and audience

Lower CTR is expected—Text Ads are smaller and compete less for attention than feed ads.

Common Text Ad Mistakes

1. Treating Them as Primary Strategy

Text Ads work best as supplements, not primary campaigns. Limited inventory and desktop-only reach restrict their scale.

2. Using Complex Images

Detailed images become unrecognizable at 100x100 pixels. Simplify.

3. Expecting High Volume

Text Ad inventory is limited. Don't plan campaigns requiring massive reach.

4. Neglecting Targeting

Lower CPCs don't justify broader targeting. Maintain the same precision as other LinkedIn campaigns.

Frequently Asked Questions

Are LinkedIn Text Ads worth it?

Text Ads are worth it for specific use cases: retargeting campaigns, testing messages, supplementing larger campaigns, and reaching desktop-heavy audiences on a budget. They're not ideal as your primary LinkedIn advertising strategy due to limited reach and minimal visual impact.

Where do LinkedIn Text Ads appear?

Text Ads appear only on desktop, in the right rail of the LinkedIn interface. They don't appear on mobile apps or mobile web. This limits reach but can be advantageous when targeting roles that primarily use desktop computers.

How much do LinkedIn Text Ads cost?

Text Ads typically cost 30-50% less per click than Sponsored Content. Exact costs depend on targeting and competition, but CPCs of $3-8 are common compared to $5-15 for Sponsored Content.

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Key Takeaways

• Text Ads are desktop-only—use them when mobile reach isn't critical
• Lower CPCs make them cost-effective for retargeting and testing
• Simple creative with logos or headshots works best at 100x100 pixels
• Supplement, don't replace Sponsored Content with Text Ads
• Test multiple variations since they're quick and cheap to create

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