The Ultimate Masterclass: LinkedIn Paid Ad Specs & Technical Blueprints

Mastering B2B marketing on LinkedIn requires more than a compelling value proposition and sharp audience targeting. If your creative assets don’t hit LinkedIn’s precise technical requirements, your campaigns risk being rejected, heavily cropped, or failing to deliver in the professional feed.

Whether you are launching a high-converting lead generation campaign or driving brand awareness, here is your comprehensive, up-to-date guide to LinkedIn paid ad specifications.

1. Single Image Ads

Single image ads are the backbone of LinkedIn advertising, appearing natively in the desktop and mobile feeds. Getting the aspect ratio right prevents awkward cropping.

| Treatment | Recommended Dimensions | Aspect Ratio | Max File Size | File Types |
| :— | :— | :— | :— | :— |
| Square (Recommended) | 1200 × 1200 px | 1:1 | 5 MB | JPG, PNG, GIF |
| Landscape | 1200 × 628 px | 1.91:1 | 5 MB | JPG, PNG, GIF |
| Vertical (Mobile-only) | 720 × 900 px | 4:5 | 5 MB | JPG, PNG, GIF |

• Introductory Text: Up to 150 characters recommended (truncates around 220; max 500 characters).
• Headline: Up to 70 characters recommended (max 200 characters).

2. Video Ads

Video ads are powerful for product demos, customer testimonials, and thought leadership. LinkedIn supports multiple orientations to fit how professionals hold their devices.

• File Format: MP4
• File Size: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (Pro tip: High-performing B2B videos generally sit between 15 to 30 seconds).
• Frame Rate: 30 FPS or lower
• Audio: AAC or PCM (recommended stereo, 16-bit or 24-bit, 48kHz).

Recommended Video Ratios:

• Landscape: 1920 × 1080 px (16:9)
• Square: 1080 × 1080 px (1:1)
• Vertical: 1080 × 1350 px or 1080 × 1920 px (4:5 or 9:16)

3. Carousel Image Ads

Carousels let you tell a multi-part story, present a step-by-step framework, or showcase a product suite.

• Card Count: 2 to 10 cards
• Dimensions: 1080 × 1080 px (Square)
• Aspect Ratio: 1:1
• Max File Size: 10 MB per card
• File Types: JPG, PNG, or non-animated GIF
• Card Headline: Max 45 characters
• Introductory Text: Max 255 characters (recommended under 150)

4. Document Ads (Content Downloads)

Document ads allow users to read whitepapers, research reports, or slide decks directly inside the LinkedIn feed without navigating to a landing page first.

• File Formats: PDF, PPT, PPTX, DOC, or DOCX
• Max File Size: 100 MB
• Page Limit: Up to 300 pages
• Introductory Text: Max 150 characters recommended (hard cap varies up to 500 characters).

5. Thought Leader Ads

Thought Leader Ads enable you to sponsor organic posts written by employees or industry influencers.

• Specs Requirement: Because these scale existing organic posts, the underlying asset must conform to standard post specs (