Conversation ads and message ads are LinkedIn Sponsored Messaging formats that deliver a message straight to a member's LinkedIn inbox. Conversation ads add branching buttons, so you can run a choose-your-path script at scale.
Why the inbox, not the feed
Senior buyers often do not scroll the feed, but they still check messages. Sponsored Messaging lands in the inbox with a personal, interactive message, and conversation ads let the recipient pick a path, each leading to a reply, a link, or a targeted lead form. It costs more per send, and the point is reaching the right person, not cheap volume.
Constraints to know
Sponsored Messaging is not available to target members in the European Union, so it suits non-EU and global audiences. Deliverability depends on LinkedIn's own frequency caps, and relevance matters: a generic blast to the inbox is easy to ignore. It is a precision tool for a well-defined ICP, not a broad-reach play.