LinkedIn message ads are digital advertisement messages sent directly to a LinkedIn user’s inbox. They allow advertisers to target potential customers with custom messaging depending on the user’s profile and browsing history. LinkedIn message ads usually appear in a format similar to a regular LinkedIn message and contain images, videos, and links to engage the recipient further.

Also referred to as LinkedIn sponsored InMails, LinkedIn message ads are a powerful way to reach precisely the right people and convert them into customers. Unlike regular InMail communication between LinkedIn users, these messages contain branded advertisements with a call-to-action button that lead the user to your landing page. Depending on the message, your business can use these messages to promote its services and products, drive traffic to a website or landing page, or invite users to events.

How Linkedin Message Ads Work

LinkedIn sponsored InMails are delivered to users who match a chosen criterion. You can target message ads by selecting user demographics such as job titles, industries, company size, and location. You can also target users based on browsing history or other LinkedIn content engagement. Once you have created your message ad and selected its audiences, LinkedIn will deliver it to the inbox of users who meet your criteria. When users open the message they can either reply or click on the provided link, and it will redirect them to your landing page or site.

You can also track the success of your message ads using LinkedIn analytics. This allows you to measure the impact of your sponsored messages, view open-rate percentages for each ad, determine the cost per click, and understand which audiences respond best to your messages. With this data, you can adjust your targeting accordingly and create more effective campaigns.

Features of Linkedin Message Ads

LinkedIn message ads are a great way to reach potential customers because they offer a variety of features that can help you reach your goals. Some of the features available are:


This feature allows you to target specific types of users based on their profile, interests, job industry, and location. This helps ensure that your message ads reach the right audience, increasing the chances of engagement.

Custom messages and content

You can choose the type of message you wish to send, such as promotions, product updates, or invites. You can also personalize your message ads by adding images, videos, and descriptions to create engaging content.


LinkedIn Message Ads provide detailed analytics about the performance of your message ads. You can track click-through rates, impressions, and other engagement metrics to measure the success of your campaigns.

Benefits of Linkedin Sponsored InMails

LinkedIn message ads provide an array of advantages for businesses. Some of these include the following:

Targeted audience

This is the most important benefit of using LinkedIn message ads. It allows you to reach a highly targeted audience with the right message at the right time. As the audience is already pre-qualified, it increases the chances of conversion.


Unlike other forms of digital advertising, LinkedIn message ads are relatively affordable. You only pay for the messages delivered to the target audience, not the number of clicks or impressions. This makes it an ideal option for businesses that are on a budget. Moreover, its ad auction model also helps you find the best price for your campaign.

Highly personalized messaging

LinkedIn message ads make it easy to customize messages for different recipients. This helps create a more personal connection with the user, increasing engagement and conversion chances.


You can also track the performance of your message ads by measuring the number of clicks, messages opened, leads generated, and more. This allows you to optimize your ads for better results.

Linkedin Message Ads Best Practices

As with any digital advertising campaign, LinkedIn sponsored InMails require careful planning and optimization to ensure maximum return on investment. Here are some best practices for LinkedIn message ads:

Use a clear and concise CTA

The message should include a clear call to action that encourages users to take the desired action. Whether visiting a website, downloading an app, or signing up for a service, make sure the call-to-action is visible and easy to understand.

Choose who the sender will be

You should ideally send LinkedIn message ads from an employee in your organization. This helps create a personal connection with the user and makes them more likely to engage with the message.  

Use a high-quality profile image

The profile image of the sender should be professional and high quality. This will help create a strong first impression and make the message appear more legitimate.

Keep it short and sweet

The message should be short and to the point while providing enough information to engage the user. Avoid long paragraphs of text, as this can be off-putting for the user, and keep the body of the message under 500 characters for a higher click-through-rate (CTR).

Personalize the message

Personalization is key in LinkedIn message ads. You should include personalized fields such as first name, job title, and company to make the message more relevant to each user.

Use a banner image

A banner image is a great way to make your message stand out and draw the user’s attention. Adding an eye-catching banner image to your message ad can significantly boost CTR. Make sure the image is high-quality and relevant to your message.

Use lead gen forms

Lead gen forms are a great way to capture user information such as email addresses and phone numbers. This helps you build a contacts database for future outreach and follow-up campaigns.