Thought leadership document ads, 60-90s executive-speaker video, and event/webinar registration perform best; direct "get a quote" ads underperform on LinkedIn.
Format ranking
1. Document ads (whitepaper, report): highest CTR for B2B/HNW 2. Single-image with stat headline 3. Sponsored messaging (sparingly, compliance-heavy) 4. Event / webinar sign-up
CPL benchmark
180-420 pounds for UK adviser HNW niches; 90-220 pounds for generic protection/business finance.