LinkedIn Ad Specs & Sizes: Complete 2026 Guide

Getting your LinkedIn ad specs right is essential for campaign success. Nothing derails a well-planned campaign faster than rejected creatives or poorly displayed ads that look stretched, pixelated, or cut off on mobile devices.

This guide covers every LinkedIn ad format's exact specifications—dimensions, file sizes, character limits, and aspect ratios—so you can create ads that display perfectly across all devices and placements.

Single Image Ad Specs

Single image ads are LinkedIn's most versatile format, appearing in the feed as Sponsored Content. They're ideal for driving traffic, generating leads, and building brand awareness.

Image Requirements

Specification	Requirement
Recommended Size	1200 x 627 pixels
Aspect Ratio	1.91:1 (landscape)
Minimum Width	400 pixels
Maximum File Size	5 MB
File Formats	JPG, PNG, GIF (static only)

Text Limits

Element	Character Limit	Best Practice
Ad Name	255 characters	Internal use only
Headline	200 characters	Keep under 70 for full visibility
Introductory Text	600 characters	First 150 characters shown before "see more"
Description	300 characters	Direct Sponsored Content only

Best Practices for Single Image Ads

• Use high-contrast visuals that stand out in a busy feed
• Include minimal text on images—LinkedIn doesn't enforce Facebook's 20% rule, but cleaner images perform better
• Test square images (1080 x 1080) which now display well on mobile and take up more feed real estate
• Ensure your headline is under 70 characters to avoid truncation on desktop

According to LinkedIn's advertising guidelines, images should avoid excessive text overlays for optimal engagement.

Carousel Ad Specs

Carousel ads let you showcase multiple images or cards that users swipe through. They're excellent for storytelling, showcasing multiple products, or walking prospects through a process.

Card Requirements

Specification	Requirement
Image Size	1080 x 1080 pixels
Aspect Ratio	1:1 (square)
Number of Cards	2-10 cards
Maximum File Size	10 MB per card
File Formats	JPG, PNG

Text Limits for Carousel Ads

Element	Character Limit
Ad Name	255 characters
Introductory Text	255 characters
Card Headline	45 characters
Landing Page URL	Required per card

Carousel Ad Best Practices

• Use all 10 cards when you have enough quality content—more cards mean more engagement opportunities
• Create visual continuity across cards with consistent colors, fonts, and style
• Tell a sequential story that rewards users for swiping through
• Put your strongest card first as many users won't swipe past the first 2-3 cards
• Include a clear CTA on the final card to drive action after the story

Video Ad Specs

Video ads capture attention and drive engagement, with LinkedIn reporting that members spend 3x more time watching video ads compared to static content.

Video Requirements

Specification	Requirement
Recommended Size	1920 x 1080 pixels (landscape)
Aspect Ratios	16:9, 1:1, or 9:16 (vertical)
Minimum Resolution	360 pixels
Maximum File Size	200 MB
Duration	3 seconds to 30 minutes
File Formats	MP4
Frame Rate	30 fps recommended
Audio	AAC or MPEG4

Video Text Limits

Element	Character Limit
Ad Name	255 characters
Headline	200 characters (70 recommended)
Introductory Text	600 characters

Video Ad Best Practices

• Capture attention in the first 3 seconds—most users decide quickly whether to keep watching
• Design for sound-off viewing with captions or text overlays since many users browse on mute
• Keep videos under 30 seconds for awareness campaigns; longer videos work for consideration-stage content
• Use 1:1 or 9:16 aspect ratios for mobile-first campaigns—vertical video takes up more screen space on phones
• Include captions—LinkedIn auto-generates them, but uploading your own SRT file ensures accuracy

Text Ad Specs

Text ads appear in the right rail on desktop and are LinkedIn's most cost-effective format, often delivering the lowest CPC for B2B advertisers.

Image Requirements

Specification	Requirement
Image Size	100 x 100 pixels
Aspect Ratio	1:1 (square)
Maximum File Size	2 MB
File Formats	JPG, PNG

Text Limits

Element	Character Limit
Headline	25 characters
Description	75 characters

Text Ad Best Practices

• Use a clear, recognizable image—logos or headshots work well at this small size
• Front-load your headline with the most important words
• Include a specific offer or benefit in the description
• Create multiple variations to test different messaging angles
• Target desktop users specifically since text ads don't appear on mobile

Message Ad Specs (Sponsored InMail)

Message ads deliver personalized messages directly to LinkedIn members' inboxes. They achieve open rates averaging 50%, significantly higher than email marketing benchmarks.

Message Requirements

Specification	Requirement
Message Body	1,500 characters
Subject Line	60 characters
CTA Button Text	25 characters
Banner Image (optional)	300 x 250 pixels
Banner File Size	2 MB maximum

Message Ad Best Practices

• Personalize using dynamic fields like first name, company, and job title
• Keep messages under 500 characters for optimal engagement—shorter messages feel more personal
• Use a conversational tone as if writing to a colleague
• Include only one CTA—multiple links dilute focus and reduce conversion
• Test subject lines aggressively—they determine whether your message gets opened

Document Ad Specs

Document ads let you share PDFs, PowerPoints, and Word documents directly in the feed. Users can view documents without leaving LinkedIn, making them excellent for lead generation with gated content.

Document Requirements

Specification	Requirement
File Formats	PDF, DOC, DOCX, PPT, PPTX
Maximum File Size	100 MB
Page Limit	Up to 300 pages
Recommended Pages	10-15 for engagement

Text Limits

Element	Character Limit
Introductory Text	600 characters
Headline	200 characters
Document Title	Displays from file name

Document Ad Best Practices

• Design for the preview thumbnail—the first page should be visually compelling
• Use landscape orientation for better in-feed viewing experience
• Keep page count between 5-15 pages for lead magnets—enough value to justify contact info
• Gate strategically—you can require Lead Gen Form completion before viewing
• Include your branding on every page since users may screenshot individual slides

Conversation Ad Specs

Conversation ads create interactive, choose-your-own-adventure style experiences in LinkedIn messaging.

Requirements

Specification	Requirement
Message Text	500 characters per message
CTA Buttons	Up to 5 per message
CTA Button Text	25 characters each
Banner Image	300 x 250 pixels
Conversation Layers	Up to 5 branches

Event Ad Specs

Event ads promote LinkedIn Events directly in the feed with a one-click attendance button.

Requirements

Specification	Requirement
Image Size	1200 x 627 pixels (from event)
Introductory Text	600 characters
Event Name	Pulled from event page

Lead Gen Form Specs

Lead Gen Forms attach to most ad formats and pre-populate with member profile data for frictionless conversions.

Form Limits

Element	Limit
Form Fields	Up to 12 fields
Custom Questions	Up to 3
Privacy Policy URL	Required
Thank You Message	300 characters

For a complete guide to Lead Gen Forms, see our LinkedIn Lead Gen Forms Setup Guide.

Quick Reference: All LinkedIn Ad Sizes

Ad Format	Image Size	Aspect Ratio	Max File Size
Single Image	1200 x 627 px	1.91:1	5 MB
Carousel	1080 x 1080 px	1:1	10 MB/card
Video	1920 x 1080 px	16:9, 1:1, 9:16	200 MB
Text Ads	100 x 100 px	1:1	2 MB
Message Ads Banner	300 x 250 px	N/A	2 MB
Document Ads	N/A	Landscape preferred	100 MB

Frequently Asked Questions

What is the best image size for LinkedIn ads?

For single image Sponsored Content, use 1200 x 627 pixels with a 1.91:1 aspect ratio. For carousel ads, use 1080 x 1080 pixels (square). Always use the highest resolution possible within file size limits for crisp display on high-density screens.

What video length performs best on LinkedIn?

For awareness campaigns, videos under 30 seconds perform best. For consideration-stage content targeting engaged audiences, 1-2 minute videos can work well. LinkedIn allows up to 30 minutes, but engagement drops significantly after the first minute for most campaigns.

Do LinkedIn ads have text limits on images?

Unlike Facebook, LinkedIn doesn't enforce a strict text-on-image policy. However, images with less text typically perform better because they look more native to the feed. If you must include text, keep it minimal and ensure high contrast for readability.

What file formats does LinkedIn accept for video ads?

LinkedIn accepts MP4 files for video ads. Use H.264 video codec and AAC audio codec for best compatibility. Maximum file size is 200 MB, and videos must be between 3 seconds and 30 minutes long.

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Key Takeaways

• Single image ads work best at 1200 x 627 pixels with headlines under 70 characters to avoid truncation
• Carousel ads require square 1080 x 1080 images and allow up to 10 cards for storytelling
• Video ads should capture attention in the first 3 seconds and include captions for sound-off viewing
• Text ads are desktop-only and require small 100 x 100 pixel images with concise 25-character headlines
• Always test multiple formats—different audiences respond to different creative approaches

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