The Complete Blueprint to LinkedIn Ad Sizes and Specs

Running high-converting B2B campaigns on LinkedIn requires more than just clever copywriting and precise audience targeting—it demands immaculate visual execution. Upload an asset with the wrong dimensions, and you risk awkward cropping, a pixelated stretch, or worse, an outright rejection from LinkedIn’s ad review system.

Because LinkedIn users span desktop power users and mobile professionals scrolling on the go, mastering the platform’s diverse ad formats and dimension rules is non-negotiable. This comprehensive guide breaks down the essential sizes, specs, and design best practices for every major LinkedIn ad format.

1. Single Image Ads (Sponsored Content)

Single image ads are the bread and butter of LinkedIn advertising. They live directly in the user’s feed, making a clean, native presentation critical. LinkedIn supports three distinct aspect ratios for single image ads:

| Treatment | Recommended Size | Aspect Ratio | Maximum File Size | Supported Formats |
| :— | :— | :— | :— | :— |
| Landscape | 1200 x 628 px | 1.91:1 | 5 MB | JPG, PNG, GIF |
| Square | 1200 x 1200 px | 1:1 | 5 MB | JPG, PNG, GIF |
| Vertical (Mobile Only) | 720 x 900 px | 4:5 | 5 MB | JPG, PNG, GIF |

Pro Tip: While landscape is traditionally favored for desktop layouts, vertical (4:5) and square (1:1) formats occupy significantly more real estate on mobile devices, translating to higher thumb-stop rates and stronger engagement.

2. Carousel Image Ads

Carousels let you showcase a sequence of up to 10 swipeable cards, making them ideal for step-by-step guides, product features, or breaking down complex B2B data points.

• Card Image Size: 1080 x 1080 pixels (Square, 1:1)
• Max File Size: 10 MB per card
• File Formats: JPG, PNG, non-animated GIF
• Card Limits: 2 to 10 cards per ad
• Text Limits: Introductory text up to 255 characters; card headlines up to 45 characters.

3. Video Ads

Video is one of the most powerful mediums for building brand trust and explaining nuanced enterprise solutions. LinkedIn supports multiple orientations to fit various creative styles:

• Landscape (16:9): 1920 x 1080 px
• Square (1:1): Up to 1920 x 1920 px
• Vertical (4:5): 720 x 900 px recommended (up to 1080 x 1350 px)
• Vertical (9:16): 720 x 1280 px to 1080 x 1920 px

Technical Guardrails:

• File Format: MP4
• File Size: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (though performance data heavily favors 15 to 30 seconds for top-of-funnel impact).
• Frame Rate: Up to 30 FPS
• Thumbnails: Custom thumbnails must match your video’s exact aspect ratio and stay under 2 MB (JPG or PNG).

4. Document Ads

If you are promoting high-value gated assets like whitepapers, annual reports, or e-books, Document Ads allow users to scroll through your PDF or PowerPoint presentation natively within the feed without leaving LinkedIn.

• Supported File Types: PDF, DOC, DOCX, PPT, PPTX
• Max File Size: Up to 100 MB
• Page Limit: Up to 300 pages (though concise 4-to-10 page decks vastly outperform massive documents).

5. Message Ads & Conversation Ads

Delivered straight into a user’s LinkedIn InMail inbox, Message and Conversation Ads foster a direct 1-to-1 conversational approach.

• Optional Desktop Banner Image: 300 x 250 pixels (Displayed on the desktop right-rail; max file size 2 MB; JPG or PNG).
• Sender Image: Automatically pulls from the designated sender’s profile.
• Text Limits: Up to 1,500 characters for message text; CTA button labels capped at 25 characters.

6. Text Ads & Dynamic Ads

Text and dynamic ads are subtle, cost-effective formats that sit quietly on the right-hand rail of the desktop interface.

• Text Ads: Require a small 100 x 100 pixel company logo (JPG/PNG, max 2 KB) paired with a headline (max 25 characters) and description (max 75 characters).
• Spotlight & Follower Ads (Dynamic Ads): Personalize themselves by pulling the target user’s profile picture and name. They require a 100 x 100 pixel logo and support an optional 300 x 250 pixel background image (Spotlight Ads only).

Quick-Check Best Practices for Success

1. Mind the Safe Zones: Keep vital text, logos, and focal points away from the absolute edges of your creative assets, especially on vertical video where UI overlays (like profile names and captions) can obscure parts of the screen.
2. Design for Silent Auto-Play: Most users watch LinkedIn videos with the sound off. Always bake burned-in captions or clear text overlays into your video creative.
3. Keep Text Light: While LinkedIn allows robust copy character limits, ads with cluttered, text-heavy graphics routinely underperform compared to clean, striking visuals.

By aligning your design parameters with these exact technical specs, you ensure your campaigns look razor-sharp, load smoothly, and capture the professional attention your brand deserves.