The Definitive Guide to LinkedIn Ad Sizes and Specs

Running B2B campaigns on LinkedIn is a high-stakes game. Because professional networks demand a polished, credible aesthetic, even the most compelling value proposition can fall flat if your creative asset gets awkwardly cropped, compressed into a blur, or rejected by the ad platform outright.

Getting the technical dimensions right is the baseline for campaign success. This complete guide breaks down the core LinkedIn ad sizes, format specifications, and best practices you need to build thumb-stopping professional campaigns.

1. Single Image Ads (Sponsored Content)

Single image ads are the backbone of LinkedIn advertising. They appear directly in the user’s feed alongside organic posts, making them versatile for brand awareness, lead generation, and content promotion.

• Landscape (1.91:1): 1200 × 628 pixels (Works on desktop and mobile)
• Square (1:1): 1200 × 1200 pixels (Works on desktop and mobile)
• Vertical (4:5): 720 × 900 pixels (Optimized for mobile feeds)
• File Types: JPG, PNG, or non-animated GIF
• Max File Size: 5 MB

Pro Tip: While landscape is traditionally popular for desktop viewing, square and 4:5 vertical formats occupy significantly more screen real estate on mobile devices, consistently yielding higher engagement rates.

2. Carousel Ads

Carousels allow you to showcase a sequence of 2 to 10 swipeable cards. They are ideal for telling a step-by-step story, highlighting multiple product features, or presenting a data-backed case study.

• Card Size: 1080 × 1080 pixels (1:1 aspect ratio)
• Number of Cards: 2 to 10 cards
• File Types: JPG or PNG
• Max File Size: 10 MB per card
• Copy Limits: Introductory text up to 255 characters; card headlines up to 45 characters.

3. Video Ads

Video is one of the most effective ways to capture attention in a fast-moving feed. LinkedIn supports multiple aspect ratios depending on how and where you want your video to appear.

| Aspect Ratio | Recommended Resolution | Placement Context |
| :— | :— | :— |
| 16:9 Landscape | 1920 × 1080 px | Versatile across desktop and mobile |
| 1:1 Square | 1080 × 1080 px | Balanced feed presence |
| 4:5 Vertical | 720 × 900 px (or up to 1080 × 1350 px) | High-impact mobile feed view (Recommended) |
| 9:16 Vertical | 1080 × 1920 px | Immersive full-screen mobile experiences |

• File Format: MP4
• File Size Range: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (though 15–30 seconds typically drives the best retention for B2B audiences).
• Thumbnails: JPG or PNG, max 2 MB, matching the exact aspect ratio of the video.

4. Document Ads

Document ads let users flip through whitepapers, research reports, case studies, or pitch decks directly inside the LinkedIn feed without needing to navigate to an external landing page.

• Accepted File Types: PDF, DOC, DOCX, PPT, or PPTX
• Max File Size: 100 MB
• Page Limit: Up to 300 pages (shorter, highly visual decks of 5–15 pages generally perform best).

5. Text Ads & Spotlight Ads (Dynamic Formats)

Dynamic ads personalize themselves using the target user’s profile data (such as their first name, company name, or job title) and sit discreetly on the desktop right-rail.

• Text Ads: Feature a tiny 100 × 100 pixel logo (JPG/PNG, max 2 MB), a headline (up to 25 characters), and a description (up to 75 characters).
• Spotlight Ads: Feature a 100 × 100 pixel company logo plus an optional 300 × 250 pixel background custom image.

6. Message & Conversation Ads

Delivered directly to a user’s LinkedIn Messaging inbox, these ads foster a direct, conversational dialogue with prospective clients.

• Custom Image Asset (within message): 400 × 400 pixels (Square, max 2 MB)
• Optional Desktop Banner: 300 × 250 pixels (JPG/PNG, max 2 MB)

Summary Checklist for Designers

1. Design for Mobile First: Most B2B professionals scroll LinkedIn on mobile devices. Prioritize square (1:1) or vertical (4:5) compositions for image and video assets.
2. Watch Your Safe Zones: Keep critical branding, text, and faces away from the extreme edges of your templates to prevent awkward cropping by automated platform adjustments.
3. Double-Check Compression Limits: Always export files cleanly within LinkedIn’s maximum file size constraints (