LinkedIn offers two compelling formats for storytelling and engagement: Image Carousel Ads and Document Ads.
But is it Carousel Ads vs Document Ads, or should you be using both? Both are powerful. But they serve different purposes depending on your goals.
Carousel Ads: Visual Slides to Hook Attention
Carousel ads are a series of swipeable cards, typically used to showcase a sequence of visuals or ideas. They use a set of images to create the carousel look and feel.
Best for:
- Product walkthroughs
- Step-by-step storytelling
- Highlighting multiple use cases
- Simplified visual journeys
Why marketers love them:
- Eye-catching: Great for breaking up the feed with movement.
- Narrative-friendly: Each card builds on the last, making image carousels ideal for sequential storytelling.
- Clickable: Each card can link to a different landing page allowing you to build on the card’s key message.
Challenges:
- Limited depth: They’re great for snackable content but fall short when explaining complex ideas.
- Design-heavy: You’ll need high-quality visuals and creative assets to make each card shine.
Document Ads: Content That Educates (and Converts)
Document ads let users scroll through a PDF directly in the LinkedIn feed. Think of them as lead magnets or mini whitepapers disguised as posts.
Best for:
- Case studies
- Research summaries
- Thought leadership content
- Playbooks or frameworks
Why marketers love them:
- Content-rich: Perfect for sharing expertise or unpacking complex ideas.
- Lead generation friendly: You can gate the document to capture names and emails. Though this should only be used for very high-value content today.
- Longer dwell time: Viewers spend more time engaging with your content, building trust.
Challenges:
- Single Call to Action: While carousel ads can have a link for each slide, Document ads are limited to the one call to action underneath all slides.
- Content commitment: Requires a solid structure and real value to perform well.
Which One Should You Use?
For small B2B marketing teams, here’s the cheat sheet:
- Need quick attention and visual flair? Go with carousel ads.
- Want to educate and qualify buyers? Document ads are your best bet.
- Running an ABM campaign? Consider using carousel ads to tease insights, then retarget with document ads that dive deeper.
So it really is a case of Carousel Ads and Document Ads. Combining both formats can create a high-conversion content journey that will grab attention, educate, and then convert.
Match the format to the stage of the buyer journey you’re targeting.
Want to learn more about B2B advertising. Read our ultimate guide here.