The Battle of the Ad Formats: Which Performs Best for Event Marketing?

One of the biggest questions we hear from event marketers is:

“What kind of ad creative actually drives registrations, and is it worth producing all those formats?”

It’s a fair question. Producing creative assets takes valuable time, budget, and collaboration between marketing and design teams. 

No audience wants to see the same static ad on repeat. What catches attention at first scroll might not be what converts someone two weeks later. The key is guiding potential attendees through the funnel with a range of creative formats that build curiosity, familiarity, and trust.

We analysed 17 LinkedIn campaigns across a range of events, comparing the performance of image, video, and carousel ads. While the results varied, they tell us a lot about how ad formats can be placed strategically to maximise performance.

Why Funnel Stage Matters

Each ad format has a distinct purpose. Expecting one to do everything is where many campaigns go wrong.

Videos are your opener.

Video captures attention, stirs emotion, and offers a window into your event before anyone’s even stepped through the doors. The sights, the energy – video gives your audience a glimpse of what’s waiting for them. 

Carousels are your reminder.

Carousels turn curiosity into consideration by showcasing the best of what’s on offer. What’s happening at the show? How many people attend? What stages or experiences can visitors expect? The carousels answer those questions with every swipe, keeping your event top of mind and hard to ignore.

Images are your foundation.

Images are quick, clear, and conversion-driven – it’s the format that consistently delivers results. Think of them as your message injectors, delivering sharp, focused bursts of communication that inspire immediate action. Whether you’re targeting new prospects or repeat visitors, image ads keep your campaign grounded and performing.

When these formats are combined strategically, they guide audiences through the journey naturally. They keep your campaign fresh, reduce ad fatigue, and help your message land in different ways.

What the Data Showed 

Across 17 campaigns, here’s what we found:

Image ads came out on top, delivering the lowest average CPA (Cost Per Acquisition) in 65% of campaigns. When used with remarketing, CPAs were up to 45% lower than prospecting-only campaigns.

Videos had higher CPAs, but played a key role in driving awareness and engagement at the top of the funnel. They performed best when introducing new audiences to the event.

Carousels were mixed performers, but worked particularly well for remarketing, reminding warm audiences why the event was worth attending.

Best Practices for Event Growth

1. Always include Image ads

They’re your most consistent and cost-effective performers. Every social campaign should have them as a foundation.

2. Add Video and Carousel formats if budget allows

Video builds excitement and reach, while carousels deepen engagement with warm audiences. Together, they help create a balanced, full-funnel strategy.

3. Think in stages, not silos

Each ad format has its place. Start with videos to introduce, use image ads to convert, and reinforce themes and benefits with carousels.

4. Avoid creative fatigue

A mix of formats keeps audiences interested and prevents campaigns from feeling repetitive. 

The Takeaway

If your goal is to grow your event, creative diversity matters. Not just for variety’s sake, but because it helps you build momentum and guide audiences through their journey – from awareness to conversion. In short…

Video attracts them.

Carousels remind them.

Images convert them.

Our analysis shows that image ads are a must-have for any LinkedIn event campaign. But if your budget allows, using multiple formats will strengthen your funnel, reduce fatigue, and help your event stand out in a crowded feed.

Of course, every event is different. Audience types, messaging, and creative approaches all play a role. That’s why we always recommend adopting a test-and-learn approach, especially if your event hasn’t touched the world of social media advertising before. The most successful campaigns evolve through experimentation.

Ready to test new ad formats for your event campaign? Reach out to our team. Our Creative Studio can design and produce social media ads tailored to your event goals.