LinkedIn Carousel Ads: Best Practices and Examples

LinkedIn carousel ads

Remember the excitement of native LinkedIn carousels? Gone, but not forgotten! While the official format may have been retired, LinkedIn Document Post is an alternative strategy to achieve similar results.

Document posts allow you to upload PDFs containing multiple slides, effectively designing your own custom carousel ad. The best part? Engagement soars with 5 times more clicks compared to static posts!

Craft captivating, multi-slide content that grabs attention and drives results. Learn the Document Post hack and dominate your LinkedIn marketing on the world’s largest professional platform. This format allows you to showcase multiple images or videos within a single ad, creating a more engaging experience for your target audience.

Here, we’ll discuss the best practices for crafting high-performing LinkedIn carousel ads and provide inspiring examples to spark your creativity.

Defining Your Objective

Screenshot of a LinkedIn carousel ad

The first step is to identify your intent for the campaign. Some common objectives for LinkedIn carousel ads include:

  • Brand Awareness: Launch your brand to a new and wider audience and build brand recognition.
  • Website Traffic: Drive users to a specific landing page or website section.
  • Lead Generation: Capture leads by encouraging users to download content, register for a webinar, or sign up for a free trial.

Understanding your objective will streamline your content creation process and how you measure success.

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Crafting Compelling Content

The key to a successful carousel ad lies in its content. Here’s how to create visually appealing and informative slides:

  • Capture attention with visuals: Use high-quality images, infographics, or short videos that are relevant to your message and target audience.
  • Incorporate clear messaging: Each slide should have a concise headline and description that effectively communicates your message.
  • Maintain a consistent narrative: Ensure a logical flow between slides, whether you’re telling a brand story, showcasing a product, or highlighting customer success stories.
  • Embrace storytelling: People connect with stories. Try to weave a narrative that resonates with your audience’s needs and challenges.
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Screenshot of a captivating LinkedIn ad

Crafting compelling LinkedIn carousel ads requires following specific technical guidelines. This ensures your ad displays correctly and delivers the intended message to your target audience. Here’s a breakdown of the key specifications to keep in mind:

Ad Naming:

  • Characters: Up to 255 characters
  • Purpose: Assign a descriptive name for internal reference and organization.

Introductory Text:

  • Characters: Up to 255 characters (may truncate to 150 on mobile devices)
  • Purpose: Briefly introduce your carousel ad and entice viewers to swipe through the slides.

Carousel Cards:

  • Number: Minimum 2 cards, Maximum 10 cards
  • Individual Card Specs:

File size: Maximum 10 MB

  • Image Dimension: Maximum 4320 x 4320 pixels
  • Recommended resolution: 1080 x 1080 pixels with a 1:1 aspect ratio (square images)
  • Supported image formats: JPG, PNG, GIF (non-animated only)
  • Headline text: Maximum two lines before truncation

Destination URL:

  • Must include “http://” or “https://” prefix
  • Character limit: 45 characters
  • Up to 2000 characters allowed for the actual destination URL

Additional Notes:

  • Each carousel card can have a unique destination URL.
  • If you choose the Lead Gen Form option, all cards will link to the same form (there are no individual form CTAs per card).
  • Carousel content cannot be edited once the ad is saved.
  • Non-compliance with LinkedIn’s advertising guidelines may result in ad rejection.

By following these specifications, you can ensure your LinkedIn carousel ads are visually appealing, technically sound, and deliver the message you intend.

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Examples to Inspire You

Let’s look at some creative ways companies are leveraging LinkedIn carousel ads:

Brand Awareness: Showcase your expertise

1. Company: Marketing Consultancy Firm 

Objective: Build brand awareness and establish thought leadership

Build brand awareness on LinkedIn through carousel ads

Carousel Approach:

  • Slide 1: Eye-catching image representing marketing strategy.
  • Slide 2: Headline: “The 3 Pillars of a Winning Marketing Strategy.”
  • Slide 3: Briefly explain each pillar with icons for visual interest.
  • Slide 4: Include a client quote highlighting the firm’s expertise.
  • Slide 5: Call to action (CTA): Download our free white paper on marketing strategy.
  • Website Traffic: Promote a New Product

2. Company: Software Company 

Objective: Drive traffic to a new product landing page

Drive traffic to a new product landing page through LinkedIn carousel ad

Carousel Approach:

  • Slide 1: Product image with a bold headline announcing the launch.
  • Slide 2: Highlight the key features and benefits of the product using icons.
  • Slide 3: Showcase a customer using the product to solve a pain point.
  • Slide 4: Include social proof elements like user reviews or awards.
  • Slide 5: Strong CTA: Visit our website to learn more and get started.
  • Lead Generation: Offer Valuable Content

3. Company: Financial Services Provider 

Objective: Generate leads for a financial planning webinar

Generate leads for a financial planning webinar through LinkedIn carousel ad

Carousel Approach:

  • Slide 1: Image depicting financial security with a question like “Are You on Track for Retirement?”
  • Slide 2: Briefly explain the importance of financial planning.
  • Slide 3: Highlight the benefits of attending the webinar (e.g., retirement planning tips, personalized strategies).
  • Slide 4: Include a speaker bio and credentials to establish authority.
  • Slide 5: Clear CTA: Register for our free webinar on financial planning.
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Optimizing for Performance

Once your carousel ad is live, it’s crucial to monitor and optimize its performance. Here are some key strategies:

  • Test the number of cards: Experiment with shorter (3-5 cards) carousels for focused messaging or longer ones (6+ cards) for in-depth storytelling.
  • Optimize card order: A/B test the order of your slides to see which sequence generates the most engagement. Analytics will reveal which cards perform best.
  • Utilize clear CTAs: Each slide should have a clear call to action that compels users to take the desired action.

LinkedIn Carousel ads offer a dynamic way to tell a story and engage your audience. But how do you measure the true impact of this multi-slide experience on your bottom line? This is where Conversion Tracking steps in, providing valuable insights to optimize your carousels for maximum conversions.

Think of Conversion Tracking as a window into the hearts and minds of your audience as they navigate your carousel. It allows you to see which slides resonate most, where users drop off, and, ultimately, what compels them to take the desired action.

LinkedIn Carousel Ads are a powerful tool for showcasing your brand and engaging your target audience. But how do you know if those clicks are translating into actual leads or sales? That’s where conversion tracking comes in.

By setting up conversion tracking, you can gain valuable insights into how your LinkedIn Carousel Ads are performing and optimize them for maximum ROI.

Step 1: Measure Engagement Throughout the Journey

Conversion Tracking lets you see how users interact with each slide. Did that eye-catching product image grab the attention on slide one? Did the in-depth feature explanation on slide three lead to a dip in engagement? This granular data paints a clear picture of your carousel’s effectiveness at each stage, which helps you plan for the next time.

Step 2: Optimize for Conversions

Imagine a carousel showcasing a new service. Slide one piques interest, slide two delves into benefits, and slide three features a client testimonial. Conversion Tracking reveals which slides drive the most sign-ups. Maybe the testimonial on slide three is the tipping point. With this insight, you can experiment with strengthening the testimonial or moving it higher in the carousel sequence.

Step 3: A/B Test Like a Pro

Conversion Tracking empowers you to A/B test different elements within your carousel for maximum impact. Here are some ideas:

  • Test CTAs: Experiment with different calls to action on each slide, like “Download Now” versus “Get Started.” See which one drives the most conversions.
  • Optimize Visual Storytelling: Test different visuals on each slide. Does a product demo outperform a data chart? Track which visuals lead to more conversions.
  • Craft Compelling Messaging: Refine headlines and descriptions on each slide. Does a benefit-focused approach outperform a feature-driven one? Conversion Tracking reveals what resonates best with your audience.

By analyzing data for each slide, you can refine your content to create a carousel that seamlessly guides users toward the desired action.

Step 4: Access Audience Insights

Conversion Tracking goes beyond measuring actions; it sheds light on who’s converting and why. Did a specific carousel resonate more with marketing professionals than sales directors? This insight allows you to:

  • Target with Precision: Refine your audience targeting to reach individuals most likely to convert based on their interaction with your carousels.
  • Personalize Your Message: Tailor the content and CTAs within your carousels to resonate with specific audience segments based on their conversion behavior.

Conversion tracking essentially gives you the ability to turn your LinkedIn carousel advertising from a haphazard tactic into a plan based on statistics. You may make effective carousels that provide tangible outcomes by tracking engagement on each slide, converting-optimized content, and gaining audience insights.

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By following these best practices and drawing inspiration from successful examples, you can create high-performing LinkedIn carousel ads that effectively achieve your marketing objectives. Remember to test and refine your approach to maximize your return on investment (ROI) and engagement with your target audience. 

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Akshay Kulkarni

A tech enthusiast with a background in marketing and operations. Specializing in growth marketing, an expert in e-commerce and social media marketing. When not scaling businesses, he enjoys staying fit and sipping on a strong cup of coffee.