The Ultimate Guide to LinkedIn Ad Sizes & Specs

Running B2B campaigns on LinkedIn is a powerful way to put your brand in front of decision-makers, but a poorly formatted creative can instantly kill your credibility. Nothing screams “unprofessional” quite like a stretched company logo, a cropped headline, or a blurry video asset.

Because LinkedIn’s interface handles desktop and mobile feeds differently, sticking to precise design dimensions is non-negotiable. This guide breaks down the exact, up-to-date LinkedIn ad sizes and specifications you need to design pixel-perfect campaigns across every major format.

1. Sponsored Content (Single Image Ads)

Single image ads live right in the target audience’s feed, making them your primary workhorse for brand awareness and lead generation. You have three layout options depending on how you want to occupy screen space:

| Format | Recommended Size | Aspect Ratio | Max File Size |
| :— | :— | :— | :— |
| Landscape | 1200 x 628 px | 1.91:1 | 5 MB |
| Square | 1200 x 1200 px | 1:1 | 5 MB |
| Vertical | 720 x 900 px | 4:5 | 5 MB |

• Pro Tip: While landscape is great for cross-device viewing, vertical (4:5) takes up significantly more physical screen real estate on mobile devices, yielding higher thumb-stop rates.
• Copy Limits: Keep your intro text under 150 characters to avoid truncation before the “see more” button, and hold headlines to 70 characters.

2. Carousel Ads

Carousels let you tell a sequential story, display multiple products, or break down a step-by-step process using 2 to 10 swipeable cards.

• Card Image Size: 1080 x 1080 pixels (Square, 1:1 aspect ratio).
• File Types: JPG, PNG, or non-animated GIF.
• Max File Size: 10 MB per card.
• Copy Limits: Card headlines should stay concise (around 45 characters) to ensure they aren’t awkwardly cut off.

3. Video Ads

Video is unmatched for conveying complex B2B solutions, but LinkedIn enforces strict rules on aspect ratios and performance specs.

• Supported Ratios: 16:9 (Landscape), 1:1 (Square), 4:5 (Vertical), and 9:16 (Vertical).
• Recommended Production Sizes:
  • Landscape: 1920 x 1080 px
  • Square: 1080 x 1080 px
  • Vertical: 720 x 900 px (4:5) or 1080 x 1920 px (9:16)
• File Requirements: MP4 format, 75 KB to 500 MB file size, and a frame rate under 30 FPS.
• Duration: 3 seconds up to 30 minutes (though high-performing awareness videos typically sit under 15–30 seconds).

4. Document Ads

If you are promoting high-value gated content like whitepapers, annual reports, or e-books, Document Ads allow users to flip through your PDF directly inside the LinkedIn feed.

• File Types: PDF, DOC, DOCX, PPT, or PPTX.
• Max File Size: 100 MB (up to 300 pages, though shorter, highly designed decks convert better).
• Orientation: Vertical or horizontal documents are automatically scaled to fit the user’s screen layout.

5. Message & Conversation Ads

Delivered directly to a user’s LinkedIn InMail inbox, these personalized ads encourage direct dialogue.

• Sender Image: Pulls directly from the designated sender’s personal LinkedIn profile.
• Optional Desktop Banner: 300 x 250 pixels (JPG or PNG, max 2 MB). Note that this companion banner only displays on desktop views.

6. Text & Dynamic Ads (Follower & Spotlight Ads)

These smaller units sit on the desktop right-rail and are exceptional for low-cost brand reinforcement and follower acquisition.

• Text Ads: Require a small 100 x 100 px logo (JPG/PNG, max 2 KB), a 25-character headline, and a 75-character description.
• Spotlight & Follower Ads: Require a 100 x 100 px company logo. Spotlight ads also allow an optional custom background image sized at 300 x 250 px.

Quick Checklist Before You Launch

1. Double-check your mobile view: Over 60% of LinkedIn traffic originates on mobile devices. Always preview your ads in mobile format before hitting publish.
2. Watch the text overlays: Avoid putting critical text or logos too close to the edges, where UI elements (like video play buttons or sponsored tags) might obscure them.
3. Compress without losing quality: Keep images under the maximum MB caps, but ensure they are exported at high enough resolutions (