Case study: Message Ads won for events, lost for everything else
Unsure whether to use Message Ads? Here's where they shine and where they flop.
Message Ads (also called Conversation Ads) land directly in someone's LinkedIn inbox. A B2B firm tested them against Sponsored Content (feed posts) for two goals.
For a webinar invite:
— Message Ads booked 31 signups at $19 each
— Sponsored Content booked 12 at $44 each
For a general ebook download:
— Message Ads felt intrusive, $71 per lead
— Sponsored Content won at $33 per lead
Why? Inbox messages suit time-sensitive, personal invites. For browsing content, the feed is friendlier.
Next step: save Message Ads for events and demos with a clear date. Use feed ads for everything else.
B2B Lever
@B2BLever