The 2026 Guide to LinkedIn Ads for B2B — What Works (and What Still Doesn’t)

Why LinkedIn Ads Still Matter for B2B

For B2B, LinkedIn remains the only ad platform where you can reliably reach decision-makers (executives, managers, budget-holders, and procurement leads) with professional intent, verified profiles, and advanced targeting.

Recent updates (2024–2025) have made the platform even stronger, including deeper revenue tracking, improved ad objectives, and new creative formats.

If you want to build a predictable pipeline (not just “brand awareness”), LinkedIn is still the most effective paid B2B channel.

✅ Proven LinkedIn Ads Formats That Work in 2026

Below are the formats I trust most based on hundreds of campaigns and years of running LinkedIn ads across 1,000+ accounts.

Single-Image Ads — The Workhorse

Single-image ads remain the foundation of every LinkedIn campaign.

They are:

• Simple

• Fast to deploy

• High-volume

• Ideal for cold audiences

• Great for A/B testing messaging, angles, and audiences

Best uses: TOFU awareness, lead magnets, gated content, webinar registrations, and simple conversion pages.Specs: 1200×627 px or 1200×1200 px, PNG/JPG/GIF under 5MB.

My take: Always start with single-image ads. Establish a baseline, test messaging and audiences, then layer in more complex formats later.

Document Ads — High-Intent for Whitepapers, Reports & Guides

Document Ads let users swipe through a PDF in the feed, an excellent format for content-rich offers.

Insights from agencies and performance data show:

• Often lower CPL than single-image

• Deeper engagement and stronger lead quality

• Ideal for mid-funnel education

My take: If you have a strong asset (case study, benchmark, framework), run Document Ads early. They create intent at scale.

Video Ads — Best for Retargeting & High-Intent Engagement

With video-first improvements and expanded placements, video ads have become essential.

Use video ads to:

• Build TOFU awareness and feed your retargeting layer

• Retarget engaged users with product demos or testimonials

• Explain complex offers quickly

• Drive high-intent clicks when users already know your brand

My take: Run short video in TOFU to seed your audience, and deeper storytelling videos in MOFU retargeting.

Thought Leader Ads — TOFU + MOFU Trust Building

Thought Leader Ads allow you to promote posts from individuals rather than your company page — adding human credibility to your campaigns.

Why they work:

• Person-to-person trust > brand-to-person persuasion

• TL ads build brand equity at scale (TOFU)

• They add legitimacy and credibility in MOFU retargeting

• Perfect for boosting founder-led thought leadership

My take: TL ads should appear in both TOFU (brand building) and MOFU (trust-building). Use them to amplify your strongest personal content.

Text Ads — Your Retargeting Billboard

Text ads are often ignored by advertisers — which is why they work.

They’re inexpensive, high-frequency “digital billboards” that:

• Keep your brand top-of-mind

• Flood warm audiences with reminders

• Cost pennies compared to other placements

My take: Always run Text Ads to warm audiences. They quietly support your entire funnel.

🚫 Formats I Rarely Use (and Often Pause)

Format	Why It Underperforms
Carousel Ads	CPM/CPC often spike with no meaningful lift in results. High cost, low impact.
Sponsored Messaging / Conversation Ads	Message Ads can work, but Conversation Ads rarely deliver consistent ROI, especially for cold audiences.

My take: Use these selectively for warm audiences only.

🛠️ 2026 LinkedIn Ads Best Practices & Strategic Framework

1. Start Simple — Build a Baseline with Single Images

• Launch 4–6 single-image variations

• Test angles, hooks, and offers

• Use simple CTAs like “Learn More”

• Don’t over-optimize too early — let data stabilize

2. Add Document Ads for TOFU & MOFU Content Offers

• Great for whitepapers, case studies, benchmarks, frameworks

• Often deliver better CPL and stronger lead quality

• Build trust and authority through genuine value

3. Use Thought Leader Ads for TOFU & MOFU

• TOFU → Build credibility and brand equity

• MOFU → Reinforce trust for prospects who already know you

• Elevates your personal brand as a strategic asset

4. Retarget Warm Audiences with Video Ads

Once people engage, use video to:

• Reinforce your unique value

• Show product demos or walkthroughs

• Deliver testimonials and social proof

• Drive high-intent conversions

5. Use Single-Image Ads at MOFU & BOFU

• Drive traffic back to your website

• Promote case studies, ROI calculators, comparisons

• Use testimonials and FOMO messaging for BOFU

6. Avoid Complexity

Skip complicated funnels unless you’re spending >$20k/month.Scale what works before adding layers.

7. Leverage 2025–2026 LinkedIn Upgrades

• CAPI (Conversions API) → Track revenue and pipeline, not just leads

• Build audiences by pipeline stage

• Tailor messaging to accelerate sales velocity

• Use consistent naming conventions to keep reporting clean

🧭 My Recommended 2026 LinkedIn Ads Playbook

(based on 1,000+ account builds)**

Funnel Stage	Best Ad Formats	Objective
Cold (TOFU)	Single-Image, Thought Leader, Short Video	Awareness, volume, education
Mid-Funnel (MOFU)	Document Ads, Longer Video, Thought Leader	Lead generation, problem education, trust
Retargeting (Warm)	Video Ads, Single-Image, Document Ads, Text Ads	High-intent clicks, credibility, conversions
Occasional Warm Retargeting	Message Ads (not Conversation)	Event invites, reminders, fast CTA
Account-Based / Remarketing	Custom mixed formats	Account nurture, pipeline acceleration

🔍 What’s New in 2025–2026 & What You Should Watch

• CRM + revenue-based attribution (CAPI)

• More video-first ad placements and creator-led formats

• Expanded Thought Leader Ad functionality

• Continued investment into Document Ads

• Better API support for offline revenue tracking

✅ Final Take: How I Run LinkedIn Ads in 2026

I build every campaign like this:

1. Start with single-image ads for scale and testing

2. Add Document Ads to drive content engagement

3. Add Thought Leader Ads for trust and credibility

4. Add Video Ads for retargeting and deeper intent

5. Run Text Ads to keep warm audiences engaged

6. Avoid formats that don’t consistently convert (carousels, conversation ads)

Because of the 2025–2026 updates, LinkedIn is now a pipeline platform, not just a lead platform.

If you want consistent, predictable B2B growth — this is the formula.