At B2Linked, we’re often asked whether Carousel Ads are worth using on LinkedIn. At first glance, they seem like a great way to showcase multiple images and links in one engaging format. But after running hundreds of campaigns and analyzing performance data, we’ve found that Carousel Ads come with a fatal flaw that makes them one of the least effective formats on the platform.

What carousel ads are supposed to do

On paper, Carousel Ads sound like a smart tool. They allow advertisers to:

• Add multiple images in a scrollable format
  
• Link each card to a different destination
  
• Create interactive storytelling experiences
  
  

This flexibility should, in theory, make them a strong option. Unfortunately, one specific product decision made by LinkedIn undermines their performance.

The fatal flaw with carousel ads

Carousel Ads are the only format on LinkedIn that can charge you multiple times for the same user in a single session.

Here’s what happens:

• You bid $8 per click.
  
• A user clicks the first card → you’re charged $8.
  
• The same user clicks the second card → you’re charged another $8, even though it’s the same person, same session.
  
  

This means a genuinely interested user could unintentionally drain your daily budget just by exploring your content.

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What to use instead

We recommend replacing Carousel Ads with Document Ads. These ads:

• Let users scroll through a PDF, offering a similar “carousel-like” experience
  
• Keep the interaction engaging and focused
  
• Only charge you once per click since there’s a single destination URL
  
  

With Document Ads, you get all the benefits of an interactive format without the risk of paying multiple times for the same user.

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Key takeaway

Carousel Ads may look appealing, but in practice, they’re inefficient and costly. Document Ads are a far better alternative if you want to provide an engaging scrolling experience while keeping costs under control.

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