LinkedIn Message Ads vs Conversation Ads

"Hi [First Name], I noticed you are a..." Delete. This is the fate of 99% of LinkedIn Message Ads (formerly Sponsored InMail). They feel like spam. They act like spam. They are spam. The Conversation Ad is different. It doesn't bark at you; it invites you to dance.

The Structural Difference

Message Ads (Dead)

• Format: One block of text + One CTA Button.
• Experience: "Read this wall of text and click the link."
• Result: Low engagement. High bounce.

Conversation Ads (Alive)

• Format: Short greeting + Multiple Choice Buttons.
• Experience: "Hi [Name], are you struggling with X or Y?"
  • [Button A: Struggling with X]
  • [Button B: Struggling with Y]
  • [Button C: Just browsing]
• Result: High engagement. The user feels in control.

The Psychology of "Micro-Commitments"

Robert Cialdini taught us: "Commitment and Consistency." If you can get a user to click one button ("Yes, I have this problem"), they are exponentially more likely to click the next button ("Show me the solution"). Conversation Ads gamify the inbox. Instead of asking for a Demo immediately, you ask for permission to speak.

Strategy: The "Choose Your Own Adventure" Funnel

Do not treat all prospects the same. Use the buttons to segment them.

The Setup: "Hi [Name], we help SaaS founders scale. What is your biggest bottleneck right now?"

Button 1: "Lead Gen"

• Response: "We have a guide for that. Here is our Lead Gen Playbook."
• CTA: Download PDF.

Button 2: "Hiring"

• Response: "Hiring is tough. We have a vetted talent pool."
• CTA: Search Candidates.

Button 3: "Not interested"

• Response: "No problem. Have a great week!"
• Insight: You didn't annoy them. You respected their time.

Writing the Copy

• Keep it Short: No more than 2 sentences per bubble.
• Be Casual: Use "I," not "We." "Hi," not "Dear."
• The "Sender" Matters: Send it from a real person (CEO or VP), not the "Company Page."

Summary

Stop sending digital flyers. Start having digital conversations. The inbox is a sacred space. If you enter it, do not shout. Ask questions. The brand that asks the best questions wins the deal.