The Ultimate Guide to LinkedIn Ad Sizes and Specs
Running B2B campaigns on LinkedIn without checking your design dimensions first is an expensive guessing game. A blurry hero graphic, a cropped video, or a rejected creative format can stall your launch and waste your budget before your target audience even logs on.
Because LinkedIn caters to a professional audience operating across both desktop and mobile feeds, getting your ad sizes right isn’t just about avoiding error messages—it’s about commanding attention in a crowded professional feed.
1. Single Image Ads (Sponsored Content)
Single image ads are the backbone of most LinkedIn campaigns. They appear directly in the user’s feed alongside organic posts, making clean visual hierarchy essential.
- Landscape (1.91:1):
- Recommended Size: $1200 times 627$ pixels (or $1200 times 628$ px)
- Notes: The classic choice that delivers reliably across both desktop and mobile feeds.
- Square (1:1):
- Recommended Size: $1200 times 1200$ pixels
- Notes: Takes up more visual real estate than landscape, making it a strong choice for cross-platform delivery.
- Vertical (4:5):
- Recommended Size: $720 times 900$ pixels
- Notes: Mobile-only delivery that maximizes vertical height in the feed, often driving higher engagement rates.
- File Requirements: JPG, PNG, or non-animated GIF; maximum 5 MB.
2. Carousel Ads
Carousels allow you to showcase a sequence of 2 to 10 swipeable cards. They are ideal for step-by-step guides, product features, or telling a brand story.
- Card Dimensions:
- Recommended Size: $1080 times 1080$ pixels (1:1 aspect ratio)
- File Requirements: JPG, PNG, or non-animated GIF; maximum 10 MB per card.
- Copy Caps: Keep card headlines concise (around 45 characters recommended) so they don’t get awkwardly truncated on smaller screens.
3. Video Ads
Video is a powerful medium for demonstrating complex B2B software, sharing customer testimonials, or establishing thought leadership. LinkedIn supports multiple orientations depending on your creative style.
- Landscape (16:9): $1920 times 1080$ pixels
- Square (1:1): $1080 times 1080$ pixels
- Vertical / Portrait (9:16 or 4:5): Up to $1080 times 1920$ pixels (best reserved for mobile-first campaigns)
- File Requirements: MP4 format, file size between 75 KB and 500 MB, and lengths spanning from 3 seconds up to 30 minutes (though 15 to 30 seconds typically performs best for in-feed engagement).
4. Document Ads
If you are promoting thought leadership assets like whitepapers, research reports, or ultimate guides, document ads allow users to preview and flip through a PDF directly inside the feed.
- File Format: PDF (PPT, DOC, and DOCX are also supported for upload, but PDF provides the most predictable conversion).
- Maximum File Size: Up to 100 MB (up to 300 pages).
- Pro Tip: Design your pages horizontally or in a clean square ratio if possible, keeping the text large enough to read easily on mobile devices.
5. Text and Spotlight Ads (Right-Rail Formats)
These desktop-only units sit quietly on the right side of the LinkedIn interface. While subtle, they are cost-effective for steady lead generation and brand retargeting.
- Text Ads: Feature a compact $100 times 100$ pixel logo alongside tight copy (25-character headline, 75-character description).
- Spotlight Ads: Personalized dynamic ads that pull in a user’s profile image alongside a $100 times 100$ pixel company logo and an optional $300 times 250$ pixel background image.
Quick-Check Best Practices Before You Publish
- Design for Mobile First: Over 60% of LinkedIn traffic happens on mobile devices. If your text is too small to read on a smartphone screen, your ad will underperform regardless of its resolution.
- Mind the Text Boundaries: Keep your primary value proposition inside the safe central zones of your images to avoid awkward cropping by responsive feed containers.
- Double-Check File Limits: Compressing files beneath LinkedIn’s strict caps (like 5 MB for single images) prevents upload errors and ensures your assets render in crisp high-definition.
Leave a Reply