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Objectives → formats — the matrix to memorise
In one sentence
Choose the objective first. It decides which formats you may use, how LinkedIn bids and what counts as a result in the report.
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Top is wide and cheap per person; bottom is narrow and expensive per person but each result is worth more. Most clients need all three, in that order.
The objective decides three things: which formats are allowed, how LinkedIn bids, and what "result" means in reporting. Objective-based advertising (OBA) is the exam's favourite topic.
| Funnel | Objective | Optimises for | Charged | Formats |
|---|---|---|---|---|
| Awareness | Brand awareness | Impressions / reach | CPM | Single image, carousel, video, document, event, thought leader, conversation, CTV, text/spotlight |
| Consideration | Website visits | Landing-page clicks | CPC (or CPM) | All Sponsored Content, message, conversation, text, spotlight |
| Consideration | Engagement | Social actions + follows | CPC/CPM | Sponsored Content, thought leader, conversation, follower ads |
| Consideration | Video views | Views (2 s+, 50% in view) | CPV | Video, CTV |
| Consideration | Messaging (opens) | Sends / opens | CPS | Message ads, conversation ads |
| Conversion | Lead generation | Lead Gen Form submits | CPC/CPM/CPS | Single image, carousel, video, document, event, message, conversation |
| Conversion | Website conversions | Tracked conversions (needs volume) | CPC/CPM | Sponsored Content, message, text, spotlight |
| Conversion | Talent leads | Candidate leads | — | Recruitment formats |
| Conversion | Job applicants | Applications | — | Jobs ads |
Rules of thumb LinkedIn teaches
- Only Brand awareness and Engagement can run thought leader ads.
- Website visits for traffic; Website conversions only when the conversion fires ≈50+ times/month.
- Video views objective buys cheaper views than Brand awareness.
- Lead gen in the inbox (message/conversation) converts far better than in the feed.
AI campaign types (2025–26)
- Accelerate — give a URL; LinkedIn builds audience, creative, bidding.
- Auto-targeting — AI audience from a product page.
- Draft with AI — AI-written intro text.
- Flexible Ad Creation — up to 64 headline/text/image combos in one ad.
- Good for SMBs with no list; experts switch them off on account-list campaigns.
Remember
- Awareness = impressions (CPM). Consideration = clicks, engagement, views, opens. Conversion = leads and website conversions.
- Thought leader ads only under Brand awareness or Engagement.
- Website visits for traffic; Website conversions only once the conversion fires about 50 times a month.