Quick Summary
Summarize this article instantly with your preferred AI model.
LinkedIn Sponsored Content: Formats, Examples, and Benchmarks
LinkedIn Sponsored Content: Formats, Examples, and Benchmarks
LinkedIn Sponsored Content is the category of ads that appear directly in the LinkedIn feed, also called a sponsored post, and it is where most B2B advertisers spend the bulk of their budget. It covers six in-feed formats: single image, carousel, video, document, event, and thought leader ads. Average click-through rate across sponsored content sits around 0.44%, but that number hides large differences between formats. This guide explains what sponsored content is, the formats with examples, the benchmarks and cost to expect, and how to measure it so you judge it on pipeline rather than clicks.
Key takeaways
- Sponsored Content is LinkedIn’s in-feed ad category, also called a sponsored post, served on both desktop and mobile.
- There are six formats: single image, carousel, video, document, event, and thought leader ads. Each suits a different goal.
- Average sponsored content CTR is about 0.44%, ranging from roughly 0.24% for video to 2.68% or more for thought leader ads.
- Expect a cost per click of roughly 6 to 10 dollars and a CPM of around 30 to 35 dollars for B2B.
- A sponsored post (created in Campaign Manager) is different from a boosted post (promoted from your Page), and both differ from Sponsored Messaging in the inbox.
What is LinkedIn Sponsored Content?
Sponsored Content is any ad that runs natively in the LinkedIn feed, looking much like an organic post but marked “Promoted.” People also call it a sponsored post. It is created in Campaign Manager and can carry objectives from brand awareness through to lead generation, including with native Lead Gen Forms. Because it appears in the main feed, it reaches members on both desktop and mobile, which is where the majority of LinkedIn activity happens.
Two distinctions clear up most confusion. A sponsored post built in Campaign Manager gives you full targeting and formats, while a boosted post is an organic Page post you promote with a few clicks and far less control. And both of those sit in the feed, unlike Sponsored Messaging (conversation and message ads), which is delivered to the member’s inbox.
The LinkedIn Sponsored Content formats
There are six sponsored content formats, each built for a different job. Match the format to the goal rather than defaulting to single image every time.
| Format | Best for | Typical CTR |
|---|---|---|
| Single image | The default workhorse: traffic and lead generation | 0.42% to 0.65% |
| Carousel | Multi-point stories and step-by-step content | 0.32% to 0.60% (blended) |
| Video | Reach, brand, and recall | 0.24% to 0.37% |
| Document | Lead capture with gated value (guides, reports) | 0.50% to 0.75% |
| Event | Driving registrations to a LinkedIn event | Varies by event |
| Thought leader | Building trust through a person’s voice | 2.68% to 3.40% |
For the full dimensions and file requirements of each format, see the LinkedIn ad specs cheat sheet.
Examples of LinkedIn Sponsored Content
Because “what does a good example look like” is the most common question, here is what a strong ad looks like in each format. A single image ad opens with a concrete stat and a clear offer, driving to a gated guide. A carousel walks through a step-by-step teardown, one point per card. A video runs 15 to 30 seconds on a single problem and solution. A document ad gates a benchmark report behind a Lead Gen Form. An event ad drives registrations to a webinar. And a thought leader ad promotes a founder’s contrarian post, borrowing a person’s credibility rather than the brand’s.
To study real examples from your own market, search any competitor in the free LinkedIn Ad Library, which shows every ad a company is currently running. It is the fastest way to see how rivals use each format before you build your own.
LinkedIn Sponsored Content cost and benchmarks
Sponsored content is priced on LinkedIn’s auction, so cost is driven by audience and competition rather than format. For B2B, expect a cost per click of roughly 6 to 10 dollars and a CPM (cost per 1,000 impressions) of around 30 to 35 dollars. On click-through rate, the feed average is about 0.44%, but as the table shows, the format sets the baseline: video runs lower, document ads higher, and thought leader ads far higher because they look like a person’s organic post.
The important caveat is that these are feed-click numbers. A high-CTR format is not automatically the better buy, because the quality of the click matters more than the rate. Judge each format against what it actually produces downstream.
How to measure Sponsored Content
Because the formats differ so much on CTR, comparing them on click rate alone is misleading. A document ad at 0.6% and a video at 0.3% may both be doing their job if the document drives leads and the video drives the reach that warms them up. The right way to measure sponsored content is on cost per qualified lead and pipeline influence, read per format and per audience, not on a blended account CTR.
Set up conversion tracking so every format is judged on the outcome it was chosen for, then keep the formats that produce qualified pipeline and cut the ones that only produce cheap clicks. If you want your sponsored content measured on pipeline rather than surface metrics, you can book a demo.
Frequently Asked Questions
Q1. What is LinkedIn Sponsored Content?
LinkedIn Sponsored Content is the category of ads that run natively in the LinkedIn feed, marked “Promoted” and also called a sponsored post. It includes single image, carousel, video, document, event, and thought leader ads, created in Campaign Manager, and supports objectives from awareness to lead generation on desktop and mobile.
Q2. What does a sponsored post on LinkedIn mean?
A sponsored post is another name for LinkedIn Sponsored Content: a paid ad that appears in the feed looking like an organic post but labeled “Promoted.” It is built in Campaign Manager with full targeting and format options, as opposed to a boosted post, which is an organic Page post promoted with limited control.
Q3. What are the LinkedIn Sponsored Content formats?
There are six: single image (the default for traffic and leads), carousel (multi-card stories), video (reach and recall), document (gated lead capture), event (registrations), and thought leader ads (a person’s post run as an ad). Each suits a different goal, so most accounts run a small mix.
Q4. What are examples of LinkedIn sponsored content?
Examples include a single image ad with a stat and a gated-guide offer, a carousel teardown with one point per card, a 15 to 30 second problem-solution video, a document ad gating a benchmark report, an event ad driving webinar signups, and a thought leader ad promoting a founder’s post. The LinkedIn Ad Library shows real competitor examples.
Q5. How much does LinkedIn Sponsored Content cost?
It runs on LinkedIn’s auction, so cost depends on audience and competition, not format. For B2B, expect a cost per click of roughly 6 to 10 dollars and a CPM of around 30 to 35 dollars. Cost per lead varies widely with the offer and targeting, commonly from 30 to over 100 dollars.
Q6. Is sponsored content the same as a boosted post?
No. Sponsored content (a sponsored post) is built in Campaign Manager with full targeting, formats, and objectives. A boosted post is an existing organic Page post you promote with a few clicks and much less control over targeting and format. For B2B campaigns, sponsored content in Campaign Manager is almost always the better choice.
Q7. What is a good CTR for LinkedIn Sponsored Content?
The feed average is about 0.44%, with roughly 0.60% or higher counting as good for single image ads. CTR varies by format: video runs around 0.24% to 0.37%, document ads 0.50% to 0.75%, and thought leader ads 2.68% or more. Judge each format against its own benchmark, not a blended number.
Q8. How do you measure LinkedIn Sponsored Content performance?
Measure it on cost per qualified lead and pipeline influence, read per format and per audience, rather than on a blended CTR. Set up conversion tracking so each format is judged on the outcome it was chosen for, then keep the formats that drive qualified pipeline and cut those that only produce cheap clicks.
More Featured Blogs
View All Blogs
LinkedIn Ad Copy: Character Limits, Frameworks, and What Converts
LinkedIn Ads Budget: How Much Should You Actually Spend?
LinkedIn Insight Tag: What It Does and How to Set It Up