Messaging ad objective

Last updated: 2 weeks ago

Important to know

We're gradually releasing new objectives for click-to-message ad campaigns to better align with business objectives and to ensure LinkedIn can scale to other ad formats and objectives for click-to-message ad campaigns. As a result, from late July 2024, we’re gradually making the following changes: 
• The messaging objective will no longer be available in Campaign Manager.
• You won’t be able to create a click-to-message ad campaign using the messaging objective, but you’ll be able to create a click-to-message ad campaign using either the website visits or lead generation objectives.
• You won’t be able to edit existing click-to-message ads. However, you’ll be able to turn ads on or off, and campaign and campaign group edits can be made.

See the Messaging objective will no longer be available article for more information.

As an advertiser, you can use the Messaging ad objective to help you increase engagement with your audience through LinkedIn Messaging. Messaging ad campaigns work best for mid-funnel campaigns that educate or engage interested audiences.

Ad formats

The Messaging objective only supports click-to-message ads.

Bidding optimization goals and strategies

Messaging campaigns automatically select Click-to-message Opens as the recommended optimization goal. You can choose from the following bidding strategies:

  • Maximum delivery (automated)
  • Cost cap
  • Manual bidding

Important to know

You can change the optimization goal to Impressions. However, only manual bidding is available.

Reporting metrics

View a wide variety of reporting metrics from the Campaign Manager reporting dashboard, including:

  • Performance metrics
  • Sponsored Messaging
  • Engagement
  • Conversions
  • Bid and Budget

You can also view demographic data about members who are interacting with your ads.

Related tasks

Learn more

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