LinkedIn Ad Specs & Sizes Guide: Complete Formats List

Navigating LinkedIn Paid Ad Specs: The Complete Master Guide

Executing a successful B2B campaign on LinkedIn requires more than compelling copywriting and strong targeting—it demands precise technical execution. Uploading an asset with the wrong pixel dimensions, aspect ratio, or file size can result in awkward cropping, blurry rendering, or immediate rejection by LinkedIn’s review system.

Understanding the technical boundaries for each ad format ensures your creative assets look professional and deliver peak performance across desktop and mobile environments.

1. Single Image Ads

Single image ads are the backbone of LinkedIn feed advertising, appearing directly in the professional scroll. They support multiple layout orientations depending on your design strategy.

• Landscape (1.91:1): 1200 × 628 pixels recommended. Displays cleanly across both desktop and mobile feeds.
• Square (1:1): 1200 × 1200 pixels recommended. Excellent for maximum screen real estate on mobile and balanced desktop delivery.
• Vertical (4:5): 720 × 900 pixels. Mobile-only delivery that commands attention by taking up more vertical space in the feed.

Technical Limits:

• File Formats: JPG, PNG, or GIF (non-animated).
• Maximum File Size: 5 MB.
• Copy Caps: Introductory text is typically capped around 150 characters (though visible text can expand), and headlines work best under 70 characters.

2. Video Ads

Native video captures attention quickly, making it ideal for product walkthroughs, customer testimonials, and thought leadership. LinkedIn supports multiple aspect ratios depending on your production style.

• Landscape (16:9): 1920 × 1080 pixels.
• Square (1:1): Up to 1920 × 1920 pixels.
• Vertical (4:5): 720 × 900 pixels recommended.
• Vertical (9:16): 720 × 1280 up to 1080 × 1920 pixels.

Technical Limits:

• File Format: MP4.
• File Size Range: 75 KB to 500 MB.
• Duration: 3 seconds to 30 minutes (though 15 to 30 seconds typically yields the highest engagement in professional feeds).
• Audio: AAC or MPEG4 format recommended.

3. Carousel Ads

Carousel ads allow you to showcase multiple products, break down a complex workflow into sequential steps, or tell a sequential brand story using a swipeable card format.

• Card Dimensions: 1080 × 1080 pixels (1:1 square ratio is strongly recommended for uniform rendering).
• Card Count: 2 to 10 cards per carousel.

Technical Limits:

• File Formats: JPG or PNG.
• Maximum File Size: 10 MB per card.
• Copy Caps: Card headlines are capped at 45 characters, and card descriptions max out at 255 characters.

4. Document and Specialized Formats

Beyond traditional image and video placements, LinkedIn offers unique units tailored for thought leadership and lead generation.

• Document Ads: Allow users to read whitepapers, research reports, or slide decks directly in the feed. They accept PDF, PPT, PPTX, DOC, and DOCX files up to 100 MB and 300 pages.
• Text Ads: Cost-effective right-rail units requiring a 100 × 100 pixel logo (JPG or PNG, max 2 MB), a 25-character headline, and a 75-character description.
• Thought Leader Ads: Sponsored organic posts originating from executive or employee profiles, utilizing standard single-image or video specifications while leveraging personal brand trust.

Quick Pre-Flight Checklist Before Publishing

Before pushing your campaign live through LinkedIn Campaign Manager, run through this quick verification audit:

1. Check Dimensions: Confirm your file meets the exact pixel dimensions and aspect ratio for your chosen placement.
2. Verify File Size: Compress high-resolution PNGs or heavy video files to stay comfortably under LinkedIn’s maximum size threshold.
3. Audit Text Limits: Keep headlines and descriptions well within character boundaries to prevent awkward auto-truncation on mobile screens.
4. Test on Mobile: Preview how your creative scales on a smaller screen, ensuring text overlays remain legible and primary visuals are centered within safe zones.