Lead generation campaigns and ad sets can be charged for clicks, impressions, or message sends, depending on the optimization goal, bidding strategy, and ad format selected.
| Objective | Optimization goal | Bidding strategy | Charged by |
|---|---|---|---|
| Lead generation | Qualified leads | Maximum delivery (automated) | Impressions |
| Leads | Maximum delivery (automated) | Impressions | |
| Cost cap | Impressions | ||
| Manual bidding | Clicks | ||
| Clicks | Manual bidding | Clicks | |
| Impressions | Manual bidding | Impressions |
Learn more about chargeable clicks for every ad format available in the lead generation objective.
Single image and carousel ads
The table provides information about chargeable and non-chargeable clicks for single image and carousel ads.
| Click type | Clicks on | Description |
|---|---|---|
| Chargeable clicks | Lead Gen Form | Clicks on your CTA (call-to-action) button. |
| Conversation asset | Clicks on your intro text, ad image, headline, or call-to-action (CTA) item open the conversation asset in the member's inbox. | |
| Landing page | Clicks on your intro text, ad image, or headline open your creative’s destination URL. | |
| LinkedIn Page | Clicks on your logo, company name, white space next to company name, intro text or social proof to open the company’s Page. | |
| Social pill | Clicks that open a window showing those who like or comment on your ad. | |
| Video | Clicks on the media (headline, CTA, or video) open your creative’s destination URL and anchor the video to the top of the page. | |
| Non-chargeable clicks | Social actions | Clicks include likes, comments, shares, and clicks to hashtags. |
Here's a tip
In carousel ads, if different cards have separate destination URLs, you’re charged once for each unique URL the member clicks.
Video ads
The table provides information about chargeable clicks for video ads.
| Click type | Clicks on | Description |
|---|---|---|
| Chargeable clicks | Video | Clicks on the media (headline, CTA, or video) open your creative’s destination URL and anchor the video to the top of the page. |
Message and conversation ads
Sponsored Messaging ad sets are charged on a cost-per-send basis so there are no chargeable clicks.
Document ads
The table provides information about chargeable clicks for document ads.
| Click type | Clicks on | Description |
|---|---|---|
| Chargeable clicks | Lead Gen Form | Clicks on your call-to-action (CTA) button. |
| LinkedIn Page | Clicks on your logo, company name, intro text, or social proof to open a company’s Page. | |
| Social pill | Clicks that open a window showing those who like or comment on your ad. |
Learn more