Understanding LinkedIn ad sizes can cause a bit of a headache if you haven’t advertised on the platform before.

This article serves as the ultimate guide to LinkedIn, providing comprehensive information about ad sizes and video specs.

It’s not just a case of posting a picture and expecting it to be duplicated seamlessly into other formats. If you want your brand to look professional, then you need your LinkedIn ads to be perfect.

The best LinkedIn ad sizes depend on the ad format you choose, with recommended dimensions ranging from 1200 x 628 pixels for single image ads to 1080 x 1080 pixels for carousel ads. We’ll dig into the details a little later in this guide.

Why knowing LinkedIn ad specs is important

As you plan your LinkedIn advertising strategy, you need to consider how your ads will look on both desktop and mobile devices.

The platform recommends using square images with a 1:1 aspect ratio for optimal display across all screens. However, this might not be suitable if you want to do carousels, event ads, documents, and other types of ads.

This guide to LinkedIn ad sizes oversees every type – from single photos to click-to-message ads – so you can create successful LinkedIn ads that grab attention and drive results.

In this guide:

LinkedIn offers several ad formats for sponsored content, which is the content users are most likely to encounter while scrolling through the site.

These formats have specific requirements for images, videos, and other elements to ensure optimal display across devices. Here they are:

Single Image Ads

Single Image Ads are perhaps the most popular format on LinkedIn and the go-to option when you’re starting out. They appear in users’ feeds and include an image, headline, and ad description.

Image requirements:

  • File types: JPG, PNG, or GIF
  • Max file size: 5MB
  • Aspect ratios: 1.91:1 (landscape), 1:1 (square), or 4:5 (vertical)
  • Recommended sizes: 1200 x 628px (landscape), 1200 x 1200px (square), 720 x 900px (vertical)

Text recommendations:

  • Ad name (optional): 255 characters, including spaces
  • Headline: 70 characters
  • Intro text: 150 characters
  • Description: 70 characters. Only required if using LinkedIn Audience Network (LAN)

URL requirements:

  • Landing page URL: Required for a single image ad
  • URL prefix: http:// or https://
  • URL characters: 2,000 characters for destination field URL

Call-to-action options:

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

You can use the 1.91:1 aspect ratio for vertical videos but bear in mind that the sides will be cropped.

Remember to always use high-quality, eye-catching images that relate to your message. Avoid text-heavy images, as they may not display well on mobile devices.

Video Ads

Videos engage with audiences really well on LinkedIn, so it's important you get your formatting right. A badly formatted video may look unprofessional and cause you reputational harm, rather than good.

Video specifications:

  • File type: MP4
  • Min and max file size: 75KB to 200MB
  • Length: From three seconds to 30 minutes
  • Frame rate: 30 fps (frames per second)
  • Bitrate: 5Mbps (recommended)

Recommended dimensions:

Vertical (4:5):

  • Min 360 x 450px
  • Max 1080 x 1350px

Vertical (9:16):

  • Min 360 x 640px
  • Max 1080 x 1920px

Landscape (16:9):

  • Min 640 x 360px
  • Max 1920 x 1080px

Square (1:1):

  • Min 360 x 360px
  • Max 1920 x 1920px

Aspect ratio tolerance: 5%

Audio requirements:

  • Format: AAC or MPEG4
  • Channels: Stereo or mono
  • Sample rate: 44.1kHz

Thumbnails:

  • Video thumbnail file format: PNG or JPG
  • Video thumbnail max file size: 2MB video
  • Thumbnail aspect ratio and resolution: Match video

Text recommendations:

  • Ad name (optional): 255 characters, including spaces
  • Headline: 70 characters. Maximum of 200 characters
  • Intro text: 150 characters. Maximum of 600 characters

URL requirements:

  • Landing page URL: Required for a single image ad
  • URL prefix: http:// or https://
  • URL characters: 2,000 characters for destination field URL

Captions are optional but make sure you include them for better accessibility and engagement, as many users watch videos without sound.

Carousel Ads let you showcase multiple images or videos in a single ad. Users can swipe through the content on a tablet, or phone, or use the arrow buttons to click through on their computer. Carousels have their own LinkedIn ad specs that you need to be aware of. It's not just a case of lifting your single images and dropping them into a carousel.

Card specifications:

  • Number of cards: 2-10
  • Image size: 1080 x 1080px (1:1 aspect ratio)
  • File types: JPG or PNG
  • Max file size: 10MB per asset

Text recommendations:

  • Ad name (optional): 255 characters
  • Headline: 45 characters
  • Intro text: 255 characters

URL requirements:

  • Landing page URL: Required for a single image ad
  • URL prefix: http:// or https://
  • URL characters: 2,000 characters for destination field URL

LinkedIn doesn't currently allow video carousels. Note, too, that your images must carry a 1:1 aspect ratio. Miss this, and your images might get stretched or cropped.

Remember to use a consistent theme across your carousel cards for a cohesive story.

Event Ads

Event Ads are really good for helping you promote virtual or in-person events on LinkedIn. They appear in the feed and include event details, meaning users can book themselves into events pretty seamlessly. These ads are tied to your LinkedIn Page, which helps increase visibility and audience engagement. They need to offer users value and a reason to join your event. Making sure you’ve got your ads fully optimized will help because they show the professionalism that attendees can expect to experience at your event.

Images are pulled from your event page, so you need to ensure that page has the following.

Image requirements:

  • File type: PNG or JPG
  • Image size: 480 x 270 or 1280 x 720 pixels (16:9)
  • Max file size: 5MB

Text recommendations:

  • Event name: 255 characters
  • Introductory text: 600 characters

URL Requirements:

  • Event URL: Required to use LinkedIn Event Page
  • URL prefix: http:// or https://
  • URL characters: 2,000 characters for destination field URL

Include clear event information, such as date, time, and how to join. You can also add a custom CTA button to drive registrations.

Document Ads

Document Ads are really good if you have a white paper or a campaign that needs to get out there. They let you share downloadable content directly in the LinkedIn feed. Users can then preview and interact with the document.

Document specifications:

  • File types: PDF, PPT, PPTX, DOC, DOCX
  • Max file size: 100MB
  • Max pages: 300

Document dimensions:

  • Letter: 21.59 by 27.94 cm
  • Tabloid: 27.94 by 43.18 cm
  • Legal: 21.59 by 35.56 cm
  • Statement: 13.97 by 21.59 cm
  • Executive: 18.41 by 26.67 cm
  • Folio: 21.59 by 33.02 cm
  • A3: 29.69 by 42.01 cm
  • A4: 21 by 29.69 cm
  • B4: 24.99 by 35.30 cm
  • B5: 17.60 by 24.99 cm

Text recommendations:

  • Ad name (optional): 255 characters
  • Headline: 70 characters
  • Introductory text: 150 characters

Technical requirements:

  • Ad name (optional): 255 characters
  • Headline: 70 characters
  • Introductory text: 150 characters

Technical requirements:

  • PDFs with multiple layers must be flattened or merged.
  • PDFs with multiple sized pages must be fit to the same page size.
  • Review LinkedIn’s Copyright Policy to ensure your document is compliant.
  • Document must have secure hyperlinks.

Make sure your document has a well-designed first page so that it appears on the ad itself. The aim is to get people to click and download the doc – so you need to give them a reason to do it.

Click-To-Message Ads

Click-to-Message Ads are similar to message ads, which we'll look at in more detail in the next section of this guide. The biggest difference is Click-To-Message Ads appear on your feed. You click to open up an option to message the brand hosting the advert.

Now, you can use single images, conversation images, and conversation banners in your Click-To-Message Ad. Here's a little detail on each one:

Single image requirements:

  • File types: JPG, PNG, or GIF
  • Max file size: 5MB
  • Aspect ratios: 1.91:1 (landscape), 1:1 (square), or 4:5 (vertical)
  • Recommended sizes: 1200 x 628px (maximum 7680 x 4320px)

Conversation image requirements:

  • File types: JPG or PNG
  • Max file size: 5MB
  • Aspect ratio: 1:1 (square)
  • Recommended size: 250 x 250px (maximum)

Conversation banner requirements:

  • File Type: PNG or JPG
  • Max file size: 2MB
  • Recommended size: 300 x 250px (maximum)

URL requirements:

  • URL prefix: http:// or https://
  • URL characters: 2,000 characters for destination field URL
  • Special characters can cause errors, including > < # " % { } [ ]

It’s also possible to advertise directly to users via sponsored messaging. These ads appear in users’ inboxes and can include a notification that attracts the eye.

LinkedIn offers two main types of sponsored messaging ads: Message Ads and Conversation Ads. Let’s take a look at the ad specs in 2024 for these types. To create LinkedIn ads that convert, it's important to understand the process and follow LinkedIn ad specifications.

Message Ads

Message Ads help you connect with LinkedIn members through personalized messages in their inbox. Recruiters do it all the time, and brands are starting to understand how useful they are as a marketing tool.

You can include a single call-to-action button to drive conversions.

Here are the key specs you need to know:

Design recommendations:

  • Banner file type (optional): JPG or PNG
  • Banner image size (optional): 300 x 250px
  • Banner image file size (optional): 2MB
  • Sender image: LinkedIn uses the designated sender's own LinkedIn profile image

Text recommendations:

  • Ad name (optional): 50 characters
  • Message subject: 60 characters
  • Message text: 1,500 characters
  • Custom footer: 2,500 characters
  • Call-to-action: 20 characters

URL requirements:

  • Landing page URL is required
  • URL prefix: http:// or https://
  • URL characters: 1,024 characters for destination field URL

Well-written text is usually the big draw for Message Ads, so don't worry too much about images. However, if you do want to use an image in a direct message, then banners are the best way to go.

Conversation Ads

You can also add a banner into a conversation ad and effectively create a mini post within peoples' inboxes.

The point of a Conversation Ad is to create a choose-your-own-path experience for your audience. You can include multiple call-to-action buttons, allowing members to engage with your content in different ways.

Here are the LinkedIn ad specs you need to know for any Conversion Ad:

Design recommendations:

  • Banner file type (optional): JPG or PNG
  • Banner image size (optional): 300 x 250px maximum
  • Banner image file size (optional): 2MB maximum
  • Sender image: LinkedIn uses the designated sender's own LinkedIn profile image
  • Banners can only be viewed on desktop

Text recommendations:

  • Ad name (optional): 255 characters maximum
  • Message text: 8,000 characters maximum
  • Custom footer: 20,000 characters maximum
  • Call-to-action: 25 characters maximum

URL requirements:

  • Landing page URL is required
  • URL prefix: http:// or https://
  • URL characters: 1,024 characters for destination field URL

You can add images to each message step. The ideal size is 400x400 pixels. Use visuals that complement your message and guide users through the conversation flow.

Text and Dynamic Ad specifications

Text and Dynamic Ads on LinkedIn appear in the right column on your desktop. While Text Ads are pretty straightforward, Dynamic Ads are personalized to each user based on their profile data. Let's look at these three formats in a little more detail.

Text Ad specifications

LinkedIn Text Ads run along the right-hand rail of your home screen and are a concise way to promote your brand on desktop. They're also a lot cheaper than other forms of advert.

Text Ads have a small logo on the left, a headline, and a description.

Let's look at the key specs for creating effective Text Ads.

Design recommendations:

  • Logo file type : JPG or PNG
  • Logo file size: 2MB
  • Logo image dimensions: 100 x 100px

Text recommendations:

  • Headline: 25 characters
  • Description: 75 characters

URL requirements:

  • Landing page URL is required
  • URL prefix: http:// or https://
  • URL characters: 2,000 characters for destination field URL

Call-to-action options:

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

Follower Ads

Follower Ads aim to grow your company's LinkedIn following. They show the user's profile picture next to your company logo. The idea is to encourage people to click and follow, perhaps even join a community.

Here's what you need to know.

Design recommendations:

  • Company logo file type: JPG or PNG
  • Company logo file size: 2MB
  • Company logo image dimensions: 100 x 100px

Text recommendations:

  • Headline: 50 characters
  • Description: 70 characters
  • Company name: 25 characters

Call-to-action options:

  • Visit careers
  • Visit company
  • Visit jobs
  • Visit life

Spotlight Ads

The aim of Spotlight Ads is to showcase your product, event, or service. You can drive traffic to your website or landing page. They work similarly to Follower Ads and carry the following specifications.

Design recommendations:

  • Company logo and background image file type: JPG or PNG
  • Company logo and background image file size: 2MB
  • Company logo image dimensions: 100 x 100px
  • Background image dimensions: 300 x 250px

Text recommendations:

  • Headline: 50 characters
  • Description: 70 characters
  • Company name: 25 characters
  • Call-to-action: 18 characters

Call-to-action options:

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

URL requirements:

  • Landing page URL is required
  • URL prefix: http:// or https://
  • URL characters: 500 characters for destination field URL

LinkedIn ad spec FAQs

LinkedIn ads have specific requirements for different formats. Sadly, there's no one-size-fits-all solution here. Instead, you'll have to know the specs in 2024 LinkedIn requires before you can post an advert.

Let's look at some common questions about sizing, formatting, and best practices for LinkedIn advertising.

The ideal size for Single Image Ads on LinkedIn is 1200 x 628px (landscape), 1200 x 1200px (square), or 720 x 900px (vertical). Use JPG, PNG, or GIF files with a max size of 5 MB. This format works well across devices and ensures your ad looks crisp.

How do you format Video Ads for LinkedIn?

Use MP4 files for all LinkedIn Video Ads. The recommended resolution is 1920 x 1080 pixels, with an aspect ratio tolerance of 5%. Keep your videos between three seconds and 30 minutes long. Shorter videos often perform better for engagement.

Are there specific ad copy specifications for LinkedIn Ads?

Yes, LinkedIn has character limits for ad copy. Each ad type is different, but for images, your captions should be 150 characters. Event Ads, meanwhile, give introductory text space for up to 600 characters.

What is the standard size for LinkedIn Banner Ads as of 2024?

As of 2024, the standard size for LinkedIn Banner Ads is 300 x 250 pixels. This size works well for desktop and mobile viewing. Make sure your design is clear and readable at this size.

Does LinkedIn support full HD Video Ads with resolutions like 1080x1920?

Yes, LinkedIn supports full HD Video Ads. You can use 1080 x 1920 resolution for vertical videos, which is perfect for users who are on the LinkedIn app. Make sure your content is still clear when viewed on smaller screens.