LinkedIn Ad Objectives + Marketing Goals + KPIs + Supporting Ad Formats

Choosing the right campaign objective is key to hitting your KPIs. Whether you're driving awareness, engagement, or conversions, each LinkedIn ad format serves a specific purpose. Use this table to align your marketing goals with the best-performing ad types.

Written by

Vrushti Oza

Content Marketer, Factors.AI

Chapter 6

As we said above, different ad formats serve different objectives. A brand awareness campaign needs high visibility, while a lead generation campaign requires seamless form fills. The wrong format can lead to low engagement, wasted spend, and missed opportunities. That’s why we’ve broken it down in this table—so you can easily match your objectives, KPIs, and goals to the most effective LinkedIn ad format.

Primary Campaign Objective	LinkedIn Ad Objective You Should Choose	Marketing Goal	KPIs	Supporting Ad Formats
Awareness	Brand Awareness	"I want to spread awareness about my product/business."	Impressions, Reach, Brand Lift, Ad Recall	Single Image Ad, Carousel Ad, Video Ad
Consideration	Website Visits	"I want to drive my audience to my website"	Click-through Rate (CTR), Landing Page Views, Bounce Rate, Time on Site	Single Image Ad, Carousel Ad, Video Ad, Text Ad
Consideration	Engagement	"I want people to engage/ interact with my post/s."	Likes, Comments, Shares, Follower Growth, Engagement Rate	Single Image Ad, Carousel Ad, Video Ad
Consideration	Video Views	"I want more people to view my videos."	Video Views, View Rate, Average Watch Time, Video Completion Rate	Video Ad
Conversion	Lead Generation	"I want to get leads for my business from LinkedIn."	Number of Leads, Lead Quality, Cost per Lead (CPL), Lead Conversion Rate	Single Image Ad, Carousel Ad, Message Ad, Lead Gen Forms
Conversion	Website Conversions	"I want my audience to take action - purchase/ download/ register via LinkedIn."	Conversions, Conversion Rate, Cost per Conversion, Return on Ad Spend (ROAS)	Single Image Ad, Carousel Ad, Video Ad, Text Ad
Conversion	Job Seekers	"I want to promote job opportunities and hire via LinkedIn."	Job Applications, Application Rate, Cost per Application, Quality of Applicants	Single Image Ad, Job Ad