What are LinkedIn Spotlight Ads?

LinkedIn Spotlight Ads are a Dynamic Ad format that appears in the right rail on desktop. They automatically personalize by pulling in the viewer's profile photo and name alongside your logo, headline, and CTA. You don't design custom creative. Instead, you provide copy and a logo, and LinkedIn assembles the unit dynamically for each viewer.

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They're cheap on impressions, around $5 CPM, roughly 74% less than Sponsored Content, but CTR is low at about 0.08–0.10%. That makes them useful as a brand awareness and frequency layer alongside your main LinkedIn Ads campaigns, not as a standalone lead generation channel.

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We sometimes use Spotlight Ads to build passive frequency with a target account list at low cost while running Thought Leader Ads and Sponsored Content in the feed to drive engagement and conversions.