The Complete Guide to LinkedIn Ad Sizes and Specifications

Navigating LinkedIn’s ad specifications can make or break a B2B campaign. Because LinkedIn is the premier professional network, your visual presentation speaks volumes about your brand’s authority, attention to detail, and trustworthiness.

An ad that looks blurry, gets awkwardly cropped, or cuts off mid-sentence wastes valuable ad spend and hurts conversions. This comprehensive guide outlines the exact image dimensions, video formats, and character limits you need to master LinkedIn advertising.

1. Single Image Ads (Sponsored Content)

Single image ads are the backbone of most LinkedIn strategies, appearing directly in the user’s main desktop and mobile feeds. Getting the aspect ratio right ensures your creative looks sharp on any device.

• Landscape (1.91:1): 1200 × 628 pixels (Desktop & Mobile)
• Square (1:1): 1200 × 1200 pixels (Desktop & Mobile)
• Vertical (4:5): 720 × 900 pixels (Mobile Only – highly recommended for real estate in the feed)
• File Types & Limits: JPG, PNG, or non-animated GIF; maximum file size of 5 MB.
• Text Guardrails:
  • Introductory Text: Up to 3,000 characters (aim for under 150 characters to prevent truncation above the “see more” fold).
  • Headline: Up to 200 characters (keep it under 70 characters for optimal display).

2. Video Ads

Video is a powerful medium for storytelling, product walkthroughs, and thought leadership. LinkedIn supports multiple aspect ratios depending on how your footage was shot.

• Landscape (16:9): 1920 × 1080 pixels (Min: 640 × 360)
• Square (1:1): 1080 × 1080 pixels (Min: 360 × 360)
• Vertical (4:5): 1080 × 1350 pixels (Min: 360 × 450)
• Vertical (9:16): 1080 × 1920 pixels (Min: 360 × 640)
• Technical Parameters:
  • Format: MP4
  • File Size: 75 KB to 500 MB
  • Duration: 3 seconds to 30 minutes (though high-performing response typically sits under 30 seconds for top-of-funnel).
  • Frame Rate: 30 FPS or lower.

3. Carousel Ads

Carousels let you showcase multiple products, unpack step-by-step frameworks, or tell a sequential brand story.

• Card Image Size: 1080 × 1080 pixels (1:1 aspect ratio)
• Card Count: 2 to 10 cards per ad
• File Constraints: JPG, PNG, or non-animated GIF; maximum 10 MB per card.
• Text Guardrails:
  • Card Headline: Up to 45 characters
  • Introductory Text: Up to 255 characters

4. Document Ads

Document ads allow users to read native PDFs, PowerPoint presentations (PPT/PPTX), or Word docs (DOC/DOCX) right inside their LinkedIn feed without navigating away.

• File Formats: PDF, PPT, PPTX, DOC, DOCX
• Maximum File Size: Up to 100 MB
• Page Limit: Up to 300 pages (shorter, punchier guides perform significantly better).

5. Text and Dynamic Ads (Spotlight & Follower Ads)

These smaller, highly targeted units sit on the desktop right-rail and are exceptional for driving lead generation, website traffic, or company page followers.

• Text Ads:
  • Logo Image: 100 × 100 pixels (JPG or PNG; max 2 MB)
  • Headline: Maximum 25 characters
  • Description: Maximum 75 characters
• Spotlight Ads:
  • Company Logo: 100 × 100 pixels (JPG or PNG; max 2 MB)
  • Custom Background Image (Optional): 300 × 250 pixels
  • Headline: Maximum 50 characters
  • Description: Maximum 70 characters

6. Message & Conversation Ads

Delivered straight to a user’s LinkedIn Messaging inbox, these ads offer a direct, personalized line of communication.

• Custom Banner (Optional Desktop View): 300 × 250 pixels (JPG, PNG, or non-animated GIF; max 2 MB)
• Message Text: Up to 8,000 characters (though concise messages yield much higher response rates).
• CTA Button Text: Maximum 25 characters.

💡 Quick Pro-Tip for Designers

Always keep critical branding, text, and data points away from the outer edges of your files. When LinkedIn dynamically formats or crops assets across varying mobile operating systems and desktop monitors, a 5% safety margin ensures your message never gets awkwardly cut off.