Solved: Video Ads vs. Carousel Ad vs. Conversation Ad?

Hi there,

Thanks for getting in touch. I'm happy to give you some of my initial thoughts and guidance for your upcoming LinkedIn campaign. It's a great platform for B2B lead generation, especially for an industry like production, but you're right to think carefully about the ad format. Getting it right from the start can save you a lot of budget down the line.

There's a bit to unpack here, and the "best" format often depends on a few other things we need to sort out first. It's not just a simple choice between video or carousel, it's about how that format fits into your overall plan.

We'll need to look at your objective first...

You mentioned your goal is to generate more leads, which is a good clear objective. On LinkedIn, this usually means getting someone to give you their contact details. The big question is how you want them to do that. This choice will effect everything else, including what ad format works best.

You've basically got two main paths:

1. LinkedIn Lead Gen Forms: This is where a user clicks your ad and a pop-up form appears right there within LinkedIn. It's super convenient for the user because LinkedIn pre-fills most of their details (name, email, company, job title, etc.).

-> The good bit: You'll almost certainly get a lower Cost Per Lead (CPL) with these. It's so easy for people to fill them out that your conversion rate will be higher.

-> The bad bit: The lead quality can be a bit lower. Because it's so easy, you might get people who are only casually interested, not seriously looking to buy. You'll have to do a bit more work to qualify them after they've submitted the form.

2. Sending Traffic to a Landing Page: This is the more traditional route. Someone clicks your ad and they're taken to a specific page on your own website. There, you have a form they need to fill out manually.

-> The good bit: The leads you get from this method are usually much better qualified. Anyone who takes the time to go to your site, read your page, and then manually type in their details is probably quite interested in what you offer. You also have way more space on a landing page to persuade them.

-> The bad bit: Your Cost Per Lead will almost definately be higher. There's more friction in the proccess, so fewer people will complete the action. You're trading quantity for quality.

I usually run sponsored content campaigns for lead generation, testing both Lead Gen Forms against a dedicated landing page to see what gives the best balance of lead cost and quality. For a high-ticket service like video production, you might find the higher quality leads from a landing page are worth the extra cost.

I'd say you need to nail your targeting...

Before you even think about the creative, this is the most important part of any LinkedIn campaign. You can have the most amazing video ad in the world, but if you're showing it to the wrong people, it's just a waste of money. LinkedIn's strength is its targeting.

You need to build a really clear picture of your Ideal Customer Persona (ICP). Ask yourself:

-> What companies do I want to work with? Are they big brands with huge marketing departments? Are they smaller tech startups? Production companies themselves who need to subcontract? Be specific about the industry and company size.

-> Who are the decision makers at these companies? This is the real power of LinkedIn. You can target by job title. For your industry, this could be people like:

• -> Head of Marketing
• -> Chief Marketing Officer (CMO)
• -> Brand Manager
• -> Creative Director
• -> Head of Production (if you're targetting other production houses)

LinkedIn usually works best with a narrow, focused audience. Don't be tempted to go too broad. It's better to target 10,000 of the right people than 500,000 of the wrong ones. I remember one B2B software campaign where narrowing the audience and focusing on specific decision makers got the cost per lead down to just $22, which is fantastic for LinkedIn.

You can even get more advanced and upload a list of specific companies you want to target (you can build these lists with tools like Apollo.io or ZoomInfo) and then tell LinkedIn to only show your ads to the specific job titles within those companies. It's incredibly powerful.

You'll need to choose the right ad format for the job...

Okay, now we can get to your main question. Once you know your objective (Lead Gen Form vs Landing Page) and who you're targeting, you can pick the format that's most likely to work. All the formats you mentioned are types of 'Sponsored Content' ads, which appear in the main LinkedIn feed.

Video Ads:

Since you're in the production industry, a video ad seems like a no-brainer. It's the perfect way to show, not just tell. You can showcase your best work, a slick showreel, or even a short case study. A persuasive video can really draw people in and often leads to more qualified leads because they've already seen proof of your skills before they even click. But it has to be good. A poor-quality video will do more harm than good for a production company. Keep it short and make sure the first 3-5 seconds are absolutly captivating, as most people will just scroll past.

Carousel Ads:

These can also be really effective. A carousel lets you use multiple images or video clips in one ad. This works well if you want to:

• -> Showcase a portfolio of different projects or styles.
• -> Tell a story or explain a process step-by-step (e.g., Card 1: The Concept, Card 2: The Shoot, Card 3: The Final Edit).
• -> Highlight different services you offer (e.g., corporate videos, TVCs, social content).

The key is that each card should build on the last and encourage the user to swipe through. Don't just throw random images in there. It needs a clear narrative.

Conversation Ads:

These are a bit different. They don't appear in the feed, they land in a user's LinkedIn inbox as a message. They are basically a form of paid, automated outreach. They can feel more personal and work well if you have a very specific, high-value offer and you're targeting a very small, well-defined group of senior decision-makers. However, they can also come across as a bit spammy if not done correctly. I'd probably say to test video and carousel ads first, as they are a bit more scalable for general lead generation.

My recommendation? Start by split testing a Video Ad against a Carousel Ad within the same campaign, both pointing to either a Lead Gen Form or a landing page. See which one gives you a better CPL and, more importantly, better quality conversations with potential clients.

You probably should think about your messaging...

The ad format is only the container. What you actually say in the ad—the copy—is what will persuade someone to click. You need a strong hook and a clear Call To Action (CTA). What's the offer? Why should someone give you their precious contact details?

Here are a few angles you could test:

The offer has to be valuable enough for a busy marketing director to stop scrolling and take action. A simple "contact us" might not be enough.

This is the main advice I have for you:

I know that's a lot to take in, so I've put the main points into a table to give you a clear, actionable plan to start with.

Running ads on LinkedIn can be very rewarding, but it's also an expensive platform where small mistakes can cost a lot. It's not just about setting up a campaign and letting it run; it requires constant testing, analysis, and optimisation to find the pockets of performance that deliver a real return.

This is where expert help can make a huge difference. An experienced eye can help you avoid common pitfalls, structure your campaigns for success from day one, and manage the ongoing optimisation process to drive down your costs and improve lead quality.

If you'd like to go through your plans in more detail, we offer a free initial consultation where we can review your strategy together. It's a great way to get some direct, personalised advice for your specific situation.

Regards,
Team @ Lukas Holschuh