Sending Message Ads to a cold audience
New to LinkedIn Ads? Message Ads (called Conversation Ads) land straight in someone's inbox. Beginners love them — they feel personal. But blasting strangers who've never heard of you is a fast way to get ignored and burn a pricey format.
Message Ads cost more per send and feel intrusive to people with zero context. Cold inboxes get archived.
The fix: save Message Ads for warm audiences — people who visited your site, watched your video, or engaged with a past ad. Use Sponsored Content (the posts in their feed) to warm strangers up first.
Think of it like knocking on a door versus shouting through the mail slot.
Why it matters: the right format depends on how warm they are.
Next step: list which of your audiences are warm enough for Messages.
B2B Lever
@B2BLever