Lead generation campaigns can be charged for clicks, impressions, or message sends, depending on the optimization goal, bidding strategy, and ad format selected.
Campaign objective | Optimization goal | Bidding strategy | Charged by |
---|---|---|---|
Lead generation | 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. |
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. |
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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 campaigns 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