Driving Conversions with LinkedIn Message Ads

We identified LinkedIn Message Ads as a strong but underutilised format for bottom-of-funnel activity. Building on earlier learnings, we developed a repeatable framework to ensure consistent performance across multiple campaigns. The approach began by refining top-of-funnel efforts with image and video ads to generate engagement, before following up with Message Ads as a personalised, direct touchpoint.

This structure included clear timing and optimisation rules: Message Ads were launched one week after initial activity, personalised using tokens like %JOBTITLE% and %COMPANYNAME%, and written with time-limited language to encourage action. Ads with low open rates were paused quickly, ensuring budgets were directed to the strongest performers. By applying this framework across programmes, Message Ads became a reliable driver of conversions, whether for event sign-ups, downloads or lead generation.

The strategy delivered results well above previous LinkedIn benchmarks, proving the effectiveness of Message Ads when used with consistency and structure. Campaigns achieved high engagement, low costs and strong conversion outcomes across multiple programmes.

• 53.6% average open rate achieved across campaigns.
• 3x lower Cost per Send*
• 5x lower Cost per Open*
• Consistently higher performance compared to legacy LinkedIn campaigns in both cost and quality.
• Copy-led messaging delivered stronger engagement than high-spend approaches.
• Niche sector targeting (AI, cybersecurity, supply chain) produced the highest engagement rates.

These results showed that with a repeatable, copy-focused framework, Message Ads could deliver consistent, scalable and cost-efficient conversions across Digital Catapult’s diverse programmes.

*Based on LinkedIn’s Sponsored Messaging benchmarks