The Quick History
If you're searching for "Sponsored InMail," here's what happened: LinkedIn renamed Sponsored InMail to Message Ads in 2020 and introduced Conversation Ads as a new, separate format in the same year. Both are inbox ad formats — they land in your prospect's LinkedIn messaging — but they work differently.
Most people still search for "Sponsored InMail" because that was the name for years. But the format you actually want to run is Conversation Ads. Here's why.
Single message, one CTA
Static message delivered to inbox. One call-to-action button. Prospect can either click or ignore. No branching, no multiple paths. Take it or leave it.
Interactive buttons, multiple paths
Message with 2–5 clickable buttons. Each button leads to a new message with more options. Branching conversation flow. Multiple conversion paths in one send.
Why Conversation Ads Win
Conversation Ads outperform Message Ads for B2B SaaS in three ways:
- Multiple conversion paths. A Message Ad gives the prospect one option: click or ignore. A Conversation Ad gives them three or four: "Book a demo," "Send me a case study," "Tell me more about pricing," or "Not interested right now." Even if someone isn't ready for a demo, they can still engage — and that engagement feeds your retargeting audiences and signals interest for signal-based outbound.
- Higher engagement rates. The interactive button format is more engaging than a wall of text with a single link. People tap buttons. The choose-your-own-adventure format creates curiosity — "what happens if I click this?" — which drives higher open-to-click rates than static messages.
- Better data. Conversation Ads show you which buttons people click, where they drop off in the flow, and which paths produce the most conversions. This data lets you optimise the flow over time — testing different button labels, reordering options, and refining the messaging at each step.
The highest-performing Conversation Ad structure for B2B SaaS: open with a $100 Amazon gift card offer for booking a 30-minute demo. Primary button: "Book a demo" (leads to Calendly or scheduling link). Secondary button: "Tell me more" (leads to a brief value prop message with the demo offer again). Tertiary button: "Not right now" (leads to a softer ask — case study download or newsletter signup). This flow produces SQLs at $59–$388 depending on audience warmth.
When Message Ads Still Make Sense
Message Ads aren't completely dead. They can work for very simple, single-purpose sends where multiple paths don't add value:
- Event invitations. "We're hosting a webinar on [topic] next Thursday. Click to register." One action, no branching needed.
- Simple content distribution. "We just published our 2026 benchmarks report. Click to download." Single CTA, no alternatives.
- Quick announcements. Product launches, feature updates, or company news where you just need a click-through to a landing page.
But for demand capture — getting demos, booking meetings, generating SQLs — Conversation Ads are the better format in every scenario. The interactive flow captures more intent, provides more data, and converts at higher rates.
Setting Up Conversation Ads
Conversation Ads are created in LinkedIn Campaign Manager under the "Messaging" ad format. Key setup details:
- Sender: The message comes from a real person's LinkedIn profile — typically the founder, CEO, or head of sales. The sender must be a first-degree connection of the LinkedIn account connected to Campaign Manager, or an employee of the company page.
- Flow builder: Campaign Manager has a visual flow builder where you map out each message and its buttons. Keep the opening message short (2–3 sentences max). Lead with the offer, not the pitch.
- Buttons: 2–5 buttons per message. Use action-oriented labels: "Book my demo," "Show me results," "Tell me more." Avoid vague labels like "Learn more" or "Click here."
- Bidding: Use maximum delivery for most campaigns. Conversation Ads are charged per send, not per click.
The most common mistake is building a Conversation Ad flow with too many branches, too many messages, and too many options. Keep it simple: one opening message with 2–3 buttons, one follow-up message per path, and a clear conversion action at every endpoint. Three total messages maximum. Every additional step loses prospects. The goal is a booked meeting, not a conversation.