LinkedIn Ad Types: Which Formats Actually Work for Colorado B2B Companies

Every LinkedIn Ad Type at a Glance

LinkedIn offers more ad types than most B2B marketers need. Here’s the full list so you know what exists before we narrow it down to what works.

That’s 12 LinkedIn advertising formats. Most guides walk through all of them equally, which isn’t helpful when you need to make a decision this week.

Here’s the reality: for Colorado B2B companies with budgets under $10,000/month, three formats do the heavy lifting. Understanding the different types of LinkedIn ads gives you a framework for smarter budget decisions rather than guessing your way through Campaign Manager.

The 3 LinkedIn Ad Types That Matter for B2B

Single Image Ads

Single Image Ads are the workhorse of LinkedIn advertising. One image, one headline, one call to action. They appear directly in the feed on both desktop and mobile.

Why they work for B2B:

• Lowest barrier to create and test
• Perform well with cold audiences who don’t know your brand yet
• Mobile-friendly (and over 80% of LinkedIn traffic is mobile, according to LinkedIn Marketing Solutions)
• Easy to A/B test headlines, images, and CTAs

Specs:

• Image: 1200 x 627 px (horizontal) or 1080 x 1080 px (square)
• Headline: 70 characters max
• Introductory text: 150 characters recommended
• File types: JPG, PNG, or non-animated GIF (5 MB max)

Single Image Ads are where you should start if you’re new to LinkedIn advertising. They’re simple, cost-effective, and give you clean data on what messaging resonates with your audience.

Carousel Ads

Carousel Ads let you tell a story across 2-10 swipeable image cards. Each card gets its own headline and can link to a different URL.

Why they work for B2B:

• Walk prospects through a process or multiple service offerings
• Showcase client results card by card
• Higher engagement rates than single image formats (Huble, 2025 Benchmarks)
• Effective for retargeting audiences who already visited your site

Specs:

• Cards: 2-10 per ad
• Image: 1080 x 1080 px per card
• Headline per card: 45 characters max
• File types: JPG or PNG (10 MB max per card)

Video Ads

Video Ads play directly in the LinkedIn feed and auto-play on mute. They’re effective for explaining complex services or building brand recognition.

Why they work for B2B:

• Video uploads on LinkedIn grew 34% year-over-year in 2024 (Cognism, 2025)
• Strong for top-of-funnel awareness campaigns
• Can communicate value propositions faster than text
• Thought Leader Ads (sponsoring employee video posts) are gaining traction for building trust

Specs:

• Length: 15 seconds to 30 minutes (15-90 seconds recommended)
• File size: 75 KB to 200 MB
• Format: MP4
• Aspect ratio: 16:9 (horizontal), 1:1 (square), or 9:16 (vertical/mobile)

Video Ads have a higher production cost than static formats. If your budget is tight, start with Single Image Ads and add video once you have a clear picture of which audiences and messages perform best.

How to Match LinkedIn Ad Types to Your Sales Funnel

Picking a LinkedIn ad type without thinking about your funnel is like choosing a restaurant without knowing if you’re feeding 2 people or 20. Format should follow strategy.

This applies whether you’re a SaaS company in Denver, an aerospace supplier in Boulder, or a healthcare organization in Colorado Springs. The industries are different, but the funnel logic is the same.

Here’s how we recommend Colorado B2B companies allocate their LinkedIn ad spend:

Cold Audiences (never heard of you):

Warm Audiences (visited your site, engaged with content):

The sequence matters. Start with Single Image Ads to build awareness with a cold audience. Retarget those who engage using Carousel Ads to build context and trust. Close with a direct Single Image Ad that includes a specific offer or call to action.

Build custom audiences from your Single Image Ad engagement data. Then serve Carousel Ads to move those people closer to a conversation. This layered approach consistently outperforms running one ad type to everyone.

What LinkedIn Ads Cost in Colorado (2025-2026)

LinkedIn is not cheap. But a $9 click that reaches your exact buyer is worth more than a $2 click that reaches nobody. Here’s what the data shows.

U.S. benchmarks:

Colorado-specific context:

Denver and Colorado Springs are competitive B2B markets. Tech companies along the Front Range, professional services firms in the DTC and LoDo corridors, and healthcare organizations across the state are all bidding for the same decision-makers. Expect CPCs 10-15% above the national average when targeting senior roles in these metros.

Those broad U.S. averages tell part of the story. The other part is role-based targeting. Campaigns aimed at C-suite and VP-level prospects typically land at $6.40+ per click, while mid-level manager targeting comes in closer to $4.40 (ZenABM, 2025). Your actual CPC depends on audience seniority, industry competitiveness, and how narrow your targeting is. Role-based CPCs vary widely: you can see $4-$6 for mid-level targeting and $12+ when competing for C-suite attention in Denver’s tech corridor. Broader audiences cost less per click but often produce lower-quality leads.

The takeaway: LinkedIn’s cost per lead is higher than most platforms. But for B2B companies selling high-value services, the lead quality often justifies the spend. A $50 cost per lead that converts into a $10,000 contract is a good trade.

5 LinkedIn Ad Mistakes Colorado Businesses Make

After managing digital marketing campaigns across multiple industries, we see the same patterns:

1. Using one ad type for every audience.

Cold prospects and warm prospects need different formats. Running Carousel Ads to cold audiences wastes money. Running only Single Image Ads to warm audiences leaves engagement on the table. To put a number on it: if you drive 50 clicks at $9 CPC, that’s $450 before a single qualified lead enters your pipeline. That same budget directed at warm retargeting audiences typically produces 2-3x more conversions.

2. Ignoring mobile.

Most LinkedIn users access the platform on mobile devices. Horizontal images get small on phone screens. Square (1:1) and vertical (4:5) formats perform better in the mobile feed.

3. Skipping retargeting.

If you’re not retargeting site visitors, you’re paying to build awareness and then letting those prospects walk away.

4. Setting it and forgetting it.

LinkedIn ad creative gets stale. Best practice is to refresh creatives every 14 days (NAV43, 2025). If your ads have been running for months without changes, your CTR is probably declining and your costs are climbing.

5. Measuring the wrong metrics.

Clicks and impressions look good in reports but don’t pay the bills. Track cost per qualified lead and pipeline value. A campaign with a low CTR but high conversion rate is outperforming one with lots of clicks and no leads. If you’re not sure which metrics to prioritize, our data-driven marketing approach can help you focus on what moves the needle.

Frequently Asked Questions

What are the main types of ads available on LinkedIn?

LinkedIn offers 12 ad types including Single Image Ads, Carousel Ads, Video Ads, Document Ads, Event Ads, Thought Leader Ads, Message Ads, Conversation Ads, Text Ads, Dynamic Ads, Click-to-Message Ads, and Connected TV Ads. For B2B companies, Single Image, Carousel, and Video Ads handle most campaign objectives. You can see the full breakdown on LinkedIn’s Ads Guide.

Which LinkedIn ad type is best for B2B lead generation?

Single Image Ads paired with LinkedIn Lead Gen Forms are the most cost-effective starting point. Lead Gen Forms convert at 15-20% because they auto-fill user information, reducing friction. For warmer audiences, Carousel Ads with a strong story arc can produce higher-quality leads.

How much do LinkedIn ads cost in Denver?

Broad U.S. averages run $8-$10 per click. In Denver’s competitive B2B market, expect CPCs 10-15% higher when targeting senior decision-makers. Monthly budgets of $3,000-$5,000 give you enough data to test and optimize across ad types.

Are Carousel Ads better than Single Image Ads?

It depends on your audience. Carousel Ads generate higher engagement with warm audiences who already know your brand. Single Image Ads are more cost-effective for cold outreach. The best approach combines both LinkedIn advertising formats at different funnel stages.

How often should I change my LinkedIn ad creative?

Refresh your ad creative every 2 weeks. Ad fatigue sets in quickly on LinkedIn because the audience is more targeted (and therefore smaller) than on platforms like Facebook or Instagram. Monitor your CTR weekly and swap creative when engagement drops.

Do I need video ads on LinkedIn?

Video isn’t required, but it’s increasingly effective. Video uploads on LinkedIn grew 34% in 2024, and the platform’s algorithm favors video content in the feed. If you have the production capacity, even simple talking-head videos can outperform static images for brand awareness campaigns.