LinkedIn is launching a new type of message-based ad that uses conversation to deliver a customized experience for each user.

LinkedIn’s new Conversation Ads build off of its current Message Ads and are designed to be more personal and engaging.

Businesses can utilize Conversation Ads to build campaigns with multiple conversion paths leading to a variety of calls-to-action.

“Conversation Ads build on our current Message Ads offering (formerly Sponsored InMail), and feature a “choose your own path” experience that lets you create full-funnel campaigns with multiple customized calls-to-action, like product education, webinar sign-ups, and ebook downloads.”