Ad Creative Size: An Untapped LinkedIn Tactic

In marketing, targeting, copy, and design are vital for campaign success. However, we often see a one-size-fits-all approach to creative assets, especially with square formats. This article argues for the importance of ad size in driving performance.

You may recognise this: You’re managing marketing spend, and the brand wants to cut graphic design costs. This means fewer ad refreshes, which could hurt performance and end up costing more than the savings on design.

At 3WH, we analysed three LinkedIn ad formats—Landscape, Mobile, and Square—with identical designs and copy to see how size affects performance.

Size Matters in Ad Performance

Results across B2B clients show that Mobile ads achieved the highest CTR at 0.75%, compared to 0.64% for Square and 0.53% for Landscape. Mobile also had the lowest CPL at £260.73, versus £398.71 for Square.

Note: Google’s generative AI in Display and Demand Gen could help reduce creative costs through automated asset production, more on this in a future article.

Row Labels	Average of Click Through Rate	Sum of Total Spent	Average of Cost per Lead
Landscape	0.53%	5469.09	319.97
Mobile	0.75%	4752.39	260.73
Square	0.64%	5763.61	398.71
Grand Total	0.64%	15985.09	326.47

“Choosing the Mobile format meant 34% more leads compared to Square ads. That's not just a saving; it's a strategic transformation in lead generation efficiency.”

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Savings Breakdown

Shifting the entire ad spend to Mobile could have cut costs by more than half, delivering 34% more leads compared to Square ads.

Why Mobile-First?

The data strongly suggests a mobile-first strategy for LinkedIn ads, yielding more leads and better ROI. But remember, mobile ads don’t serve on desktop, so a mobile-only approach might limit your reach. Balancing audience needs and budget is key here.

Testing is Key

At 3WH, testing is the foundation for data-driven decisions that turn good campaigns into great ones. Ad size matters just as much as audience and copy. A mobile-first approach, with the right balance, could unlock new levels of efficiency and effectiveness.

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