LinkedIn launches new features to improve ad personalization

On December 9, 2025, LinkedIn introduced a series of new features aimed at improving the effectiveness of advertising campaigns and enhancing personalization in audience interactions. Key updates include Reserved Ads, expanded personalization capabilities, and AI-generated ad variations that automate and accelerate creative production.

Reserved Ads allow brands to secure premium placements for a selected period, ensuring stable visibility during key campaign moments. Enhanced personalization enables advertisers to more precisely tailor their messages to users’ interests, roles, and behavior, increasing relevance and engagement.

AI tools for creative generation help marketers quickly produce multiple ad variations, test messaging, and optimize campaigns without additional resources. With these updates, LinkedIn aims to make advertising more effective, data-driven, and focused on real business outcomes.

Read more about 5 LinkedIn advertising formats worth testing to grow your B2B business.

Strengthening brand awareness through LinkedIn’s innovations

In B2B marketing, brand awareness is becoming increasingly important, as only about 5% of the audience is actively searching for products or services at any given moment. Demand-only strategies are limited, which is why brand-building campaigns play a crucial role in shaping a company’s image early on and increasing its chances of being included in the consideration set. LinkedIn’s tools help improve predictability, personalization, and effectiveness at every stage of the marketing funnel.

Reserved Ads: premium visibility and full control over audience attention

Reserved Ads provide brands with access to LinkedIn’s most valuable ad inventory — the top position in the feed, which consistently shows the highest attention and engagement metrics. By reserving this placement, companies can reliably reach their audience during critical periods, such as product launches, event promotions, or intensive lead-generation phases.

Key advantages of this format include:

• Increased attention to ads. The top-of-feed position attracts the highest concentration of views and longer interaction times, which is especially important for complex B2B messages.
• Guaranteed impression volume. Marketers receive a predictable number of impressions, reducing fluctuation risks and simplifying campaign planning.
• Competitive advantage. Reserving the top position ensures that the brand’s ad appears before any competing messages during the same period.

The format supports various creative types: video, thought-leader ads, document ads, single-image creatives. This allows brands not just to display ads but to build a narrative users are guaranteed to see. LinkedIn emphasizes that attention-holding ads correlate with better business outcomes, and Reserved Ads are designed to deliver exactly that.

Learn more about how LinkedIn is improving analytics for B2B marketers.

Ad personalization: precise messaging at scale

LinkedIn’s new personalization capabilities enable brands to make their ads highly relevant to each user. Using macros, advertisers can dynamically insert information from a user’s profile into ad copy, including:

• the user’s first name;
• their job title;
• industry;
• company name.

This enables scalable personalization — where a message feels individualized even when delivered to thousands or millions of users. Such an approach significantly increases the likelihood that a user will notice the ad and perceive it as relevant to their professional context.

McKinsey research reinforces the importance of this approach:

• 71% of consumers expect personalized experiences today;
• 76% feel frustrated when they do not receive them.

This is why LinkedIn combines personalization with Reserved Ads: advertising not only appears prominently but also “speaks the user’s language,” reflecting their role and professional interests.

Currently, Reserved Ads and personalization are available only to advertisers working with LinkedIn representatives through direct deals, but these capabilities may become more widely accessible in the future.

AI tools: accelerating creative processes and improving performance at scale

One of the most important factors in increasing the effectiveness of LinkedIn campaigns is creative variety. Platform data shows that advertisers running at least five ad variations receive approximately 20% more clicks than those using only one or two creatives. However, producing a wide range of high-quality variations requires time and resources — which is exactly what LinkedIn’s new AI tools address.

AI-generated ad variations allow marketers to quickly create multiple versions of ad copy from a single headline or intro. With just a few clicks, advertisers can obtain a full set of options for A/B testing without spending extra time on copywriting. This accelerates campaign setup, boosts experimentation, and leads to more stable, predictable results.

In 2026, LinkedIn plans to introduce another important tool — Flexible Ad Creation. This feature will allow advertisers to upload up to four images, four videos, and four text variations simultaneously. The platform’s algorithms will automatically combine these assets into different configurations, identify the highest-performing combinations, and optimize budget distribution toward the best-performing ads.

Essentially, this moves LinkedIn closer to an adaptive advertising model, where artificial intelligence handles both the creation of asset combinations and their ongoing optimization, reducing the need for manual operations.

Impact on marketing results

The introduction of AI tools offers several strategic advantages for marketers:

• Faster creative production. AI handles part of the creative work, allowing specialists to focus on strategy and analysis.
• Scalable personalization. Combinations of images, texts, and formats help better tailor ads to diverse audiences without increasing workload.
• Lower operational costs. Less time needed for creative preparation means lower production expenses.
• Consistent improvement of metrics. More variations lead to more tests, more data, higher CTR, greater engagement, and potentially more conversions.
• Optimization in complex funnels. In B2B environments with long decision cycles, automated creative variation helps maintain audience contact at every stage.

Thus, LinkedIn is steadily evolving toward a platform where artificial intelligence plays a central role in creating, scaling, and optimizing advertising. This makes the advertising process more predictable, personalized, and capable of performing effectively in modern complex marketing funnels, helping brands achieve more measurable business results.

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