Message Ads on LinkedIn: all you need to know.
If you have a LinkedIn account (and you don’t live under a rock), you’ve probably received at least one Sponsored Message.
You open LinkedIn.
A notification pops up in your inbox.
You click, expecting a human message…
…and then you see the dreaded “Sponsored” tag.
Disappointing, right?
Now flip the perspective.
If you’re an advertiser trying to use LinkedIn Message Ads, your biggest challenge is simple:
How do you make sure your message doesn’t trigger that same disappointment?
Because Message Ads sit in the most personal space on LinkedIn, the inbox. When done poorly, they feel intrusive. When done right, they feel timely, relevant, and surprisingly effective.
In this article, we’ll break down what LinkedIn Message Ads are, when they work best, when to avoid them, and how to make them feel less spammy and more human.
What Are LinkedIn Message Ads?
LinkedIn Message Ads (earlier called Sponsored InMail) are paid messages delivered directly into a user’s LinkedIn inbox.
They look like regular LinkedIn messages but are clearly marked as Sponsored. Unlike feed ads that users can scroll past, Message Ads demand attention because they arrive as a notification.
There are two formats under Sponsored Messaging:
1. Message Ads
- Single, linear message
- One CTA button
- Best for focused actions like downloading a resource or visiting a page
2. Conversation Ads
- Interactive messages with multiple CTA options
- Allows branching paths based on user intent
- Better for exploration, qualification, or choice-based journeys
Think of Message Ads as a direct tap on the shoulder, not a billboard.
Learn more about LinkedIn Conversation ads here.
Why B2B Marketers Use LinkedIn Message Ads
Despite the skepticism around inbox ads, Message Ads exist for a reason. When targeted and written well, they often outperform traditional outreach channels.
Here’s why B2B marketers keep using them:
High visibility
LinkedIn reports average open rates of around 50%, significantly higher than most cold email benchmarks.
Guaranteed delivery context
Your message is delivered when users are active on LinkedIn, not buried under promotions or spam folders.
Strong intent-based targeting
You’re not guessing who sees the message. You choose job titles, industries, seniority, company size, and geography upfront.
But visibility alone doesn’t equal success.
When LinkedIn Message Ads Actually Work Best
Message Ads are not universal. They shine in specific situations.
They work best when:
- You are targeting mid to senior decision-makers
- You have a clear, single objective
- You are offering something genuinely valuable, not a hard pitch
- Your audience size is well-defined but not massive
They perform particularly well for:
- Event invitations
- Content downloads (guides, reports, playbooks)
- Product education (not direct selling)
- Re-engaging warm audiences
They perform poorly when:
- You try to sell immediately
- Your message is long, generic, or overly promotional
- You target too broad an audience
How LinkedIn Message Ads Work Inside Campaign Manager
To run Message Ads, your campaign objective must be one of the following:
- Website Visits
- Lead Generation
- Website Conversions
You cannot use Message Ads for pure awareness objectives.
Each Message Ad requires:
- A sender profile (real LinkedIn profile, not a logo)
- A subject line (up to 60 characters)
- Message copy (up to 1,500 characters, but shorter works better)
- One CTA button (up to 20 characters)
- Optional Lead Gen Form or landing page link
The sender choice matters more than most advertisers realize. A credible sender increases trust instantly.
Why Most Message Ads Feel Spammy
Let’s be honest.
Most LinkedIn Message Ads fail because they copy cold email behavior into a paid channel.
Common mistakes:
- Over-introducing the company
- Pitching too early
- Writing long, self-centered paragraphs
- Using fake personalization
- Sounding robotic or overly sales-driven
Remember:
Inbox is a permission-based space, even in advertising.
Your message should feel like a useful interruption, not an unwanted one.
How to Make LinkedIn Message Ads Feel Human
Here’s what actually improves performance.
1. Start with context, not credentials
Skip the company bio. Start with why the message exists and why it’s relevant to them.
Bad:
“We are a leading SaaS company helping businesses…”
Better:
“Noticed many finance teams struggle with reconciliation delays…”
2. Keep it short
Under 500 characters often works best.
If it looks long at first glance, it won’t be read.
3. One message, one action
Do not stack CTAs. Decide what success means and focus only on that.
Talking about CTAs in LinkedIn ads, here’s a piece for you to know whether to use Lead-gen forms or website Landing pages.
LinkedIn Ads: Should You Use Lead Gen Forms or Landing Pages? Pros & Cons.
4. Personalization should be subtle
Use name and role if needed, but avoid forced variables everywhere. Relevance matters more than tokens.
5. Offer value before asking for time
Resources convert better than meetings at this stage.
Message Ads vs Feed Ads: How They Fit Together
Message Ads are not meant to replace feed ads. They complement them.
Feed ads build familiarity and awareness.
Message Ads create direct action moments.
A smart structure looks like this:
- Feed ads warm up the audience
- Message Ads activate intent
- Retargeting nurtures follow-ups
When Message Ads are run cold without any context, performance drops.
Metrics That Actually Matter for Message Ads
Do not judge Message Ads like feed ads.
Key metrics to watch:
- Open rate
- Click-through rate
- Cost per click or cost per lead
- Lead form completion rate (if applicable)
Open rate alone does not mean success. A high open rate with low CTR means the message was seen but not compelling.
Final Thoughts
LinkedIn Message Ads are powerful, but only when treated with intent (and respect).
They are not blast tools.
They are not shortcuts.
They are not replacements for strategy.
When written with empathy, targeted with intent, and placed correctly within a funnel, Message Ads can become one of the most efficient ways to move B2B prospects from awareness to action.
But the moment they feel lazy or salesy, they stop working.
Inbox is earned. Even in paid ads.
