LinkedIn video ads that speak B2B

Nobody opens LinkedIn to kill time. They open it to think about their job, their team and their company, and your ad shows up right in that headspace, usually on mute. This guide covers which formats LinkedIn accepts, which campaign objectives use video, how to reach decision makers and what kind of creative actually fits B2B. If you'd rather hand off production, we make motion graphics LinkedIn video ads in 24 business hours, starting with a 3 video trial for $97.

Updated: 2026-10-31

The real problem: a professional feed that plays on mute

LinkedIn's own video ads page says video ads autoplay in the feed with the sound muted by default, and that captions are strongly recommended. Its best practices guide tells advertisers to think like a silent film director and to consider burning subtitles into the video.

Then there's the audience. The person seeing your ad might be a procurement manager, a CTO or an agency owner. They're not looking for a trend or a viral sound. They want to figure out fast what business problem you solve.

So the animated text has to carry the whole story even if no one turns the sound on, with one clear idea per ad.

Formats and specs LinkedIn accepts

Here's what LinkedIn Marketing Solutions lists on its official video ad specs page:

Our standard delivery is a 9:16 vertical MP4. If you also want to run 1:1 or 4:5, those versions are a $19 add-on. We don't deliver 16:9 landscape versions. To compare platforms, check our video ad specs and Facebook video ads guides.

Campaign objectives and where video shows up

Campaign Manager groups objectives into awareness, consideration and conversion, and video is available as an ad format across several of them:

• Brand awareness: impression based campaigns.
• Website visits and engagement: for driving clicks or getting people to interact with your posts.
• Video views: the one objective that lets you bid on cost per view.
• Lead generation: uses LinkedIn's Lead Gen Forms, which pre-fill with the member's profile data so they can submit in one click.
• Website conversions: optimizes for the actions on your site that you define as valuable.

Video ads run in the LinkedIn feed on desktop and mobile. LinkedIn Audience Network is on by default for video campaigns and extends your ad to third party publisher sites; you can exclude publisher categories. There are also Thought Leader Ads, which promote posts from verified employees, video posts included.

What kind of video ads work for B2B

Motion graphics is a natural fit for what B2B companies sell: software, services, processes and data that don't always film well. A few angles worth testing:

• Problem, then fix: your buyer's pain in one line, how you solve it in the next, and a clear call to action at the end.
• Product in action: animated screenshots of your software with the benefit written right on top. If you sell software, see our page on video ads for SaaS and apps.
• A CTA that matches the button: LinkedIn's options include Request Demo, Register, Download, Sign Up and Learn More. The end of the video should ask for the same thing the button does.

B2B targeting and ad review

Targeting is what sets LinkedIn apart. According to LinkedIn Marketing Solutions, you can reach people by job title, company, industry and seniority, and use Matched Audiences for account based campaigns, contact lists and retargeting. LinkedIn's advice is to be specific, but not so specific that your audience gets too small.

That changes how you write the video. If the campaign targets CFOs, the ad can talk straight to CFOs.

Every ad is reviewed before it goes live, and so are edits to existing ads. LinkedIn says it aims to review ads within 24 hours and rejects ads that break its guidelines, with spam, inappropriate content and misleading information among the examples. Skip promises you can't back up, numbers without a source and claims your landing page doesn't support.

What you get and what we need

All we need is an online brief: your product or service, your offer, the job titles or company types you sell to and, if you have them, your logo, screenshots or photos. We write the script, animate it with big on-screen text that works without sound and add licensed music. You get 9:16 vertical MP4s through a download link, in English or Spanish, ready to upload to Campaign Manager. Everything is bought online, no calls.

If we miss the 24 business hour window, you get an extra video free, and if a video doesn't match your brief, we redo it. We don't promise sales or leads: results also depend on your offer, your targeting and your budget. You can start with the 3 video trial.

Ad ideas to start with

Illustrative examples of concepts we produce. You choose the result you want and we write the script.

How it works

Pricing in USD

Delivered in 24 business hours or you get a free extra video. If a video doesn't match your brief, we redo it at no cost.

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FAQ