If you know your ideal clients are active on LinkedIn, then it makes sense to allocate an advertising budget to reach them.

At the same time, you're worried about wasting a metric ton of cash. You've heard that LinkedIn Ads can be expensive. You only want to invest a little in your ads to begin with while you prove the use case.

In this scenario, 'conversation ads' are usually my recommended ad format to begin with. Conversation ads are LinkedIn's 'sponsored message' ad format. I've seen great results this year for both myself and for clients. 

This episode provides an introduction to conversation ads, including:

• What they are and why they work
• Why a 'good' conversation ad shares similar characteristics to a cold email
• How to capture the attention of your reader
• How long your ad copy should be