Navigating the world of social media ads can be a puzzle, but we’ve got some pieces that fit perfectly. At Metadata.io, our recent study on ad formats across LinkedIn and Facebook reveals which ones deliver the best bang for your buck.

LinkedIn Insights:

  • Convo Ads are the star performers with a return on investment (ROI) of 106x and an impressive $262M in influenced opportunities from a $2.5M spend.
  • Document Ads stand out for direct opportunities, boasting the lowest cost per lead (CPL) at $117 and an ROI of 9x.
  • Despite a higher CPL of $953, Video Ads effectively engage audiences, proving their worth for brand storytelling.

Facebook Findings:

  • Image Ads take the lead with an ROI of 43x and a CPL of $177, making them an efficient choice for reaching a vast audience.
  • Carousel Ads, while costly at $2K per lead, highlight the need for strategic creative adjustments to improve their ROI.

This data underscores the importance of aligning ad formats with platform strengths to maximize your marketing efforts. By understanding which formats resonate on each platform, you can craft more effective campaigns that not only engage but convert.

For a deeper dive into these insights, check out the full breakdown and how you can apply these findings to your strategies: Exploring the Impact of Ad Formats Across Different Channels at Metadata.io.

How to use this resource in evaluation

Use Leveraging Ad Formats for Maximum Impact: Performance Insights Across LinkedIn and Facebook from Metadata.io as a working prompt for your buying committee, not as a standalone takeaway. The useful question is how the idea turns into governed campaign execution: which accounts are included, which contacts are reachable, which channels carry the message, which budget controls apply, and how results are reviewed after launch.

Bring the resource into a demo or internal planning session and ask each owner to inspect a different layer. Demand generation should review the audience and offer logic. RevOps should inspect CRM, marketing automation, and reporting flow. Sales should confirm whether the campaign creates context they can act on. Finance should ask how spend, conversion quality, opportunity creation, and pipeline are connected before budget expands.

  • Audience fit: define the exact account, contact, customer, or intent segment this idea should reach.
  • Campaign controls: confirm approvals, exclusions, budget limits, creative variants, and launch readiness before spend starts.
  • Measurement path: decide which leading indicators matter early and which pipeline outcomes matter before scaling.
  • Next action: turn the concept into one reviewed campaign object, one owner, and one follow-up date.

The strongest walkthrough should make the resource concrete: a campaign plan, visible guardrails, and a reporting path that a revenue team can inspect without relying on native ad-platform summaries alone.