Message Ads (InMail)
Message Ads (formerly Sponsored InMail) deliver personalized messages directly to a user's LinkedIn inbox. They only send when the user is active on LinkedIn, ensuring visibility. Message Ads have strict frequency caps - users can only receive one per 45 days.
Example in Practice
"Our Message Ad campaign for a webinar achieved a 52% open rate and 8% click rate, resulting in a £45 cost-per-registration."
Related Terms
Conversation Ads
Conversation Ads are interactive message ads that let you create branching conversation paths based on user responses. Unlike Message Ads (single message), they offer multiple CTA buttons that lead to different follow-up messages or landing pages.
Lead Gen Form
Lead Gen Forms are native LinkedIn forms pre-filled with a user's profile data (name, email, company, job title). They allow users to submit their information without leaving LinkedIn, resulting in higher conversion rates than landing page forms.
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