Here, we'll provide you with an in-depth overview of all the ad formats available on LinkedIn, including their dimensions, file requirements, and best practices. Whether you're interested in single image ads, video ads, carousel ads, or any other type of ad, this article has got you covered.
Get ready to unleash the full potential of your LinkedIn advertising campaigns as we dive into the complete list of LinkedIn Ad specs.
Sponsored content specs
Sponsored content ads are promoted directly in the LinkedIn feed with other organic content that is posted.
LinkedIn single image ad specs
Single image ads on LinkedIn are a type of advertisement that utilizes a single static image to convey a message or promote a product or service.
For single image ad specs, LinkedIn recommends the following:
File type: Your images should be in JPG, PNG, or GIF format.
File size: Keep the file size under 5 MB to ensure optimal loading and performance.
Image ratio: LinkedIn suggests three different image ratios for single image ads:
- Horizontal / Landscape 1.91:1 (1200 x 628 pixels): This ratio is ideal for horizontal images and works well on both desktop and mobile devices.
- Square 1:1 (1200 x 1200 pixels): Use this ratio for square images, suitable for desktop and mobile devices.
- Vertical 1:1.91 (628 x 1200 pixels): This ratio is for vertical images and is especially good for delivering a captivating and immersive experience on LinkedIn's mobile platform since it takes up the whole screen.
Ad name (optional): You have a maximum of 255 characters to provide a name for your ad. This name is optional and is used for internal tracking and organization purposes.
wHeadline: The headline of your single image ad should be kept within 70 characters. This is the primary text that grabs the attention of viewers and entices them to engage with your ad.
Introductory text: You have up to 150 characters for the introductory text of your ad. This text appears below the headline and serves as a brief introduction or additional enticing information to encourage users to take action.
Description (LinkedIn Audience Network - LAN): The description field is only required if you are using the LinkedIn Audience Network (LAN). It should be limited to 70 characters and is exclusive to LAN placements.
LinkedIn video ad specs
LinkedIn video ads are engaging advertisements that leverage videos to effectively convey messages, promote products or services, and capture the attention of viewers on the platform.
For video ad specs, LinkedIn recommends the following:
Video file type: Ensure your videos are in MP4 format for optimal compatibility.
Video file size: Ensure your video file size falls between 75 KB as the minimum and 200 MB as the maximum limit. This range ensures optimal performance and efficient delivery of your video content on the LinkedIn platform.
Video duration: Your video duration should be between 3 seconds as the minimum and 30 minutes as the maximum. This range allows flexibility in creating videos of various lengths, accommodating both short and long-form content.
Image ratio: LinkedIn suggests four different video ratios for video ads:
- Vertical 4:5 (1536 x 1920 pixels): This ratio is suitable for vertical videos, ensuring a tall and visually engaging format.
- Vertical 9:16 (1080 x 1920 pixels): Another option for vertical videos, this ratio provides a slightly narrower format.
- Landscape 16:9 (1920 x 1080 pixels): Ideal for landscape videos, this ratio offers a wide and cinematic viewing experience.
- Square 1:1 (1920 x 1920 pixels): Use this ratio for square videos, which are versatile and can be displayed on various devices.
Ad name (optional): You can provide an optional ad name with a maximum of 255 characters. This name is used for internal tracking and organization purposes.
Headline: Craft a compelling headline within 70 characters. LinkedIn allows a maximum of 200 characters for the headline, but it is recommended to keep it concise and impactful.
Introductory text: The introductory text allows up to 150 characters for a concise and engaging message. However, LinkedIn allows a maximum of 600 characters for the introductory text. It is advisable to use the available characters judiciously to make the most impact.
LinkedIn carousel ad specs
LinkedIn carousel ads are interactive and captivating advertisements that allow multiple images or videos to be showcased in a single ad unit, enabling businesses to tell a compelling visual story, highlight various offerings, or present a series of messages to engage and inspire their target audience on the LinkedIn platform.
For carousel ad specs, LinkedIn recommends the following:
File type: Use JPG or PNG format for your carousel ad images.
Image ratio: LinkedIn suggests one ratios for carousel ads:
- Square 1:1 (1080 x 1080 pixels): The recommended ratio for carousel ads is 1:1, ensuring a square format.
Ad name (optional): You can provide an optional ad name with a maximum of 255 characters for internal tracking.
Card headline: Each carousel card should have a headline with a maximum of 45 characters.
Introductory text: Include an introductory text of up to 255 characters to provide context and engage viewers.
Number of carousel cards: Create carousel ads with a minimum of 2 cards and a maximum of 10 cards, allowing for a dynamic and interactive ad experience.
Maximum file size: Keep each carousel card's file size below 10 MB to ensure smooth loading and optimal performance.
LinkedIn event ad specs
LinkedIn event ads are promotional campaigns specifically designed to raise awareness and drive attendance for events, such as conferences, webinars, or workshops, by providing a comprehensive overview of the event details, including date, time, location, and a compelling description.
For event ad specs, LinkedIn recommends the following:
Image ratio: The image ratio for event ads is 4:1 (1584 x 396 pixels), and the image will be automatically pulled from the associated Event page. Ensure your Event page has an appropriate image with the desired 4:1 ratio to ensure a visually appealing representation in the ad.
Event name (optional): You can provide an optional event name with a maximum of 255 characters for internal tracking and identification purposes.
Introductory text: Include an introductory text of up to 600 characters to provide an engaging and informative description of the event. Use this opportunity to entice and attract potential attendees.
Document ad specs
LinkedIn document ads are a dynamic advertising format that allows businesses to showcase and share documents, such as PDFs, eBooks, whitepapers, or guides, directly within the LinkedIn platform.
For document ad specs, LinkedIn recommends the following:
File type: Supported file types include PDF, DOC, DOCX, PPT, and PPTX.
File size: The maximum file size allowed for document ads is 100 MB.
Aspect ratio: Document ads can have different aspect ratios, including vertical, horizontal, or square formats.
Number of pages: Document ads should have under 10 pages, with a maximum limit of 300 pages or 1 million words. Ratio: 4:1 (image will be pulled from the Event page)
Ad name (optional): You have the option to provide an ad name with a maximum of 255 characters for internal tracking purposes.
Headline: Craft a compelling headline within 70 characters to grab the attention of viewers and provide a concise summary of your document's content.
Introductory text: Use up to 150 characters to provide a brief and enticing introduction to your document, highlighting its key features or value proposition.
Sponsored messaging specs
Sponsored message ads deliver personalized messages directly to the inboxes of targeted LinkedIn users.
Conversion ads
LinkedIn conversion ads are direct, customized messages that are sent to individual LinkedIn members' inboxes, with the goal of driving desired outcomes such as form submissions, resource downloads, or purchases.
For conversion ad specs, LinkedIn recommends the following:
Banner file type (optional): You can use JPG or PNG format for the optional banner image.
Banner image size (optional): If you choose to include a banner image, the recommended size is 300 x 250 pixels.
Banner image file size (optional): The file size for the banner image should not exceed 2MB.
Sender image: LinkedIn will automatically use the profile image of the designated sender for the ad.
Ad name (optional): You have the option to provide an ad name with a maximum of 255 characters for internal tracking purposes.
Message text: The message text allows up to 500 characters to convey your key message and engage your audience.
Custom footer: You can include a custom footer with up to 2500 characters, providing additional information, disclaimers, or any other relevant details.
Call-to-action: Create a compelling call-to-action within 25 characters to prompt users to take the desired action.
Message ads
LinkedIn Message Ads are personalized and direct advertisements that enable businesses to send targeted messages directly to the LinkedIn inboxes of their desired audience.
For message ad specs, LinkedIn recommends the following:
Banner file type (optional): You can use JPG or PNG format for the optional banner image.
Banner image size (optional): If you choose to include a banner image, the recommended size is 300 x 250 pixels.
Banner image file size (optional): The file size for the banner image should not exceed 2MB.
Sender image: LinkedIn will automatically use the profile image of the designated sender for the ad.
Ad name (optional): You have the option to provide an ad name with a maximum of 50 characters for internal tracking purposes.
Message subject: Create a concise and attention-grabbing subject line within 60 characters to entice recipients to open the message.
Message text: The body of the message allows up to 1500 characters to deliver your main message, provide information, and engage the recipients.
Custom footer: You can include a custom footer with up to 2500 characters, allowing for additional information, disclaimers, or any other relevant details.
Call-to-action: Include a clear and concise call-to-action within 20 characters to prompt recipients to take the desired action.
Lead gen forms specs
LinkedIn lead gen form ads are powerful advertising campaigns that allow businesses to capture valuable lead information directly within the LinkedIn platform. These ads feature a pre-filled lead generation form, which is presented to users when they click on the ad.
For lead gen ad specs, LinkedIn recommends the following:
Form name: Provide a descriptive name for your form with a maximum of 256 characters.
Landing page URL: Include the URL of the landing page where users will be directed after submitting the form. The maximum limit for the URL is 2000 characters.
Offer headline: Craft a compelling headline for your offer within 60 characters to grab the attention of potential leads.
Offer detail (optional): You can provide additional details about your offer within 160 characters, highlighting its value and benefits.
Privacy policy: If applicable, include a privacy policy URL with a maximum of 2000 characters to assure users about the safety and handling of their data.
Call-to-action: Use a clear and concise call-to-action within 20 characters to prompt users to take action and submit the form.
Confirmation message: Prepare a message of up to 300 characters that confirms the successful submission of the form and may include any further instructions or next steps.
Form fields: It is recommended to include 3-4 fields as a best practice for lead gen forms. However, the maximum limit is 12 fields. Select the most relevant and important fields to strike a balance between gathering necessary information and ensuring a smooth user experience.
Text and dynamic ad specs
Text ads are concise, text-based advertisements that appear in various locations on LinkedIn, such as the sidebar or top banner. Dynamic ads, on the other hand, leverage personalized content to deliver highly relevant and customized advertisements.
Text ad specs
LinkedIn text ads are concise and impactful advertisements that appear in the form of text-only messages, consisting of a headline, description, and destination URL, designed to capture attention and drive clicks to a specific landing page or website.
For text ad specs, LinkedIn recommends the following:
Logo file type: Use JPG or PNG format for your logo image.
Logo file size: The file size for the logo image should not exceed 2MB.
Logo image dimensions: Maintain a square dimension of 100x100 pixels for optimal display.
Headline: Create a concise and attention-grabbing headline within 25 characters to capture the interest of the audience.
Description: Craft a compelling description within 75 characters to convey your key message and entice viewers to take action.
Spotlight ad specs
LinkedIn Spotlight Ads are attention-grabbing advertisements that appear as large, interactive banners on the LinkedIn platform, showcasing rich media content such as images, videos, or dynamic carousel formats.
For spotlight ad specs, LinkedIn recommends the following:
Company logo size: Your company logo should have dimensions of 100 x 100 pixels.
Company logo file type: Use either JPG or PNG format for your company logo image.
Company logo file size: Ensure that the file size of your company logo does not exceed 2 MB.
Background image file type (optional): If you choose to include a background image, use either JPG or PNG format.
Background image dimensions (optional): The recommended dimensions for the background image are 300 x 250 pixels.
Background image file size (optional): Keep the file size of the background image below 2 MB.
Headline: Create a compelling headline with a maximum of 50 characters to capture the attention of viewers.
Description: Craft a concise description within 70 characters to provide additional information and engage the audience.
Company name: Include your company name within 25 characters to reinforce your brand identity.
Call-to-action: Use a clear and concise call-to-action within 18 characters to prompt viewers to take action.
Follower ad specs
LinkedIn follower ads are powerful promotional campaigns that allow businesses to expand their follower base on LinkedIn by showcasing their brand and encouraging users to follow their company page directly from the ad.
For follower ad specs, LinkedIn recommends the following:
Company logo size: Your company logo should have dimensions of 100x100 pixels.
Company logo file type: Use either JPG or PNG format for your company logo image.
Company logo file size: Ensure that the file size of your company logo does not exceed 2MB.
Headline: Craft a captivating headline within 50 characters to grab the attention of viewers.
Description: Provide a concise description within 70 characters to highlight key features or benefits of your company.
Company name: Include your company name within 25 characters to reinforce your brand identity and create familiarity.
