[FAQ]

I’m planning a new ad campaign on LinkedIn and I want to use the carousel format to showcase a few different features of our service. I’ve never created a carousel ad before and I want to make sure I get the key elements right to make it effective.

What are the best practices in 2025 for designing the individual cards and writing the copy to get people to swipe through and ultimately click?

[Jeff Bullas]

That is a great question.

Quick Answer: An effective LinkedIn carousel ad tells a cohesive story across multiple cards, with each card having a clear visual and a concise headline. The key is to create a narrative that encourages swiping and leads to a final, strong call to action.

Unlike a single image ad, a carousel gives you the space to break down a more complex idea, showcase multiple products, or tell a step-by-step story to a professional audience. Here is what makes one effective.

First, you must have a compelling introductory card. Just like any ad, the first card has to have a strong hook to stop the scroll and make someone want to swipe to see what is next.

Second, you need to tell a consistent story. The cards should work together to build a narrative. You could use them to showcase three different benefits of a service, tell a customer’s success story in three parts, or present a problem, solution, and benefit sequence across the cards.

Third, each card needs a clear and individual message. While they are part of a larger story, each card should have its own concise headline and a high-quality, professional visual. Do not put too much text on any single card; keep it scannable.

And fourth, you must have a strong call to action on the final card. The last card is your opportunity to drive the click. It should have a clear, benefit-driven headline and direct the user to the ad’s main call-to-action button, such as ‘Request a Demo’ or ‘Download the Whitepaper’.

In summary, the key to a great LinkedIn carousel ad is to treat it like a mini-storyboard or a presentation slide deck. Each card should build on the last, with a consistent design and a clear message, all leading to a final call to action.

Cheers,

Jeff

[Author]

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