Create a new or update an existing LinkedIn Message Ad on the Metadata platform.
A LinkedIn Message Ad is a Sponsored Messaging asset: a one-shot direct
message delivered to a member's LinkedIn inbox from a specific sender,
with a subject line, a body, an optional banner image, and a single
call-to-action button. It is NOT a Conversation Ad — there is no
branching step graph. Use create_update_convo_ad for multi-step convos.
IMPORTANT: This tool is ONLY for LinkedIn Sponsored Messaging
(channelType=LINKEDIN, adType=MESSAGE). For IMAGE/GIF ads use
create_update_image_ad; for VIDEO ads use create_update_video_ad; for CONVO
use create_update_convo_ad; for Google Ads text ads use
create_update_google_ads_ad; for DOCUMENT ads use
create_update_document_ad. SPOTLIGHT / FOLLOWER are not yet
covered by the dedicated tools; LinkedIn CTV (Connected TV) ads use
create_update_ctv_ad.
BEHAVIOR:
- If `id` is NOT provided → creates a new Message Ad.
- If `id` IS provided → updates the existing Message Ad with that ID.
PREREQUISITES (MUST DO BEFORE CALLING):
1. Call get_linkedin_senders to fetch a valid (senderId, senderName) pair.
Message Ads share LinkedIn's sponsored-messaging sender allow-list
with Conversation Ads — both pull from the same endpoint. Do NOT
invent sender IDs.
2. If using a banner image: upload it via upload_image_creative and
pass the returned imageLibraryId as `bannerCreativeLibraryId`. The
banner is OPTIONAL — omit the field to skip it. LinkedIn requires
an IMAGE creative ≤ 2 MB; oversize banners are rejected upstream.
CHARACTER LIMITS (enforced by the platform; mirror the UI validator at
metadata-ui-v3/.../li/message/edit/validation.ts):
- name ≤ 50 chars (ad name in the library)
- headlineText ≤ 60 chars (the message subject line)
- messageText ≤ 2000 chars (the message body)
- actionText ≤ 20 chars (the CTA button label)
PERSONALIZATION MACROS IN messageText:
The body supports LinkedIn personalization macros. Pass them verbatim
inside `%...%` — the platform substitutes at send time. The validator
accepts ONLY these five macros (any other %...% token is rejected):
%FIRSTNAME%
%LASTNAME%
%COMPANYNAME%
%JOBTITLE%
%INDUSTRY%
Do not use `{firstName}` or any other syntax — only `%MACRO%`.
USAGE INSTRUCTIONS FOR LLM:
Use this tool when users want to:
- Create a new LinkedIn Sponsored Message ad
- Update an existing Message Ad (subject, body, CTA, sender, or banner)
WHEN TO USE:
- User asks "create a LinkedIn Message Ad" / "InMail ad" /
"Sponsored Messaging ad"
- User wants a one-shot LinkedIn DM with subject + body + CTA
- User wants to update an existing Message Ad
WHEN NOT TO USE:
- User wants a branching conversation flow → use create_update_convo_ad
- User wants a feed image / GIF ad → use create_update_image_ad
- User wants a feed video ad → use create_update_video_ad
- User wants a Google Ads text ad → use create_update_google_ads_ad
INPUT PARAMETERS:
- id (optional): Existing Message Ad ID. Provide to UPDATE; omit to
CREATE.
- name (required, ≤ 50): Ad name in the library.
- senderId (required): LinkedIn sender ID from get_linkedin_senders.
- senderName (required): Display name matching senderId.
- headlineText (required, ≤ 60): Subject line shown in the inbox.
- messageText (required, ≤ 2000): Message body. Supports the five
%MACRO% tokens listed above.
- actionText (required, ≤ 20): CTA button label.
- bannerCreativeLibraryId (optional): imageLibraryId of the banner
image. Upload first via upload_image_creative. Omit to skip the
banner.
- completionStatus (optional, default DRAFT): "DRAFT" or "COMPLETED".
Use COMPLETED only when every required field is final.
EXAMPLE USAGE (Create):
create_update_linkedin_message_ad(
name="Q1_Demo_Outreach_LI_Message",
senderId="fQdRPtecbv",
senderName="Josh Desmarais",
headlineText="Quick question about your marketing stack",
messageText="Hi %FIRSTNAME%, as a %JOBTITLE% at %COMPANYNAME% you know how hard pipeline attribution is. Want a 15-min walkthrough?",
actionText="Book a demo",
bannerCreativeLibraryId=482931,
)
EXAMPLE USAGE (Update):
create_update_linkedin_message_ad(
id=29144,
name="Q1_Demo_Outreach_LI_Message_v2",
senderId="fQdRPtecbv",
senderName="Josh Desmarais",
headlineText="Following up — quick demo?",
messageText="Hi %FIRSTNAME%, circling back…",
actionText="Book a demo",
)
SUCCESS RESPONSE (mirrors create_update_convo_ad):
{
"success": true,
"id": 29144,
"ad_url": "https://platform.metadata.io/hub/library/ads?adId=29144",
"name": "Q1_Demo_Outreach_LI_Message",
"channelType": "LINKEDIN",
"adType": "MESSAGE",
"completionStatus": "DRAFT",
"request": { "message": { ... } }
}
COMMON MISTAKES:
- Inventing a senderId — IDs MUST come from get_linkedin_senders.
- Passing a banner URL instead of an imageLibraryId — upload first.
- Using `{firstName}`-style macros — LinkedIn uses `%FIRSTNAME%`.
- Using an unsupported macro (anything outside the five listed) —
the platform/UI validator rejects it.
- Using this tool for a multi-step flow — use create_update_convo_ad.