The Ultimate Guide to LinkedIn Ad Sizes and Specs

Running high-performing B2B campaigns requires more than just a clever pitch and precise audience targeting—it demands flawless technical execution. There is nothing more frustrating for a creative team than spending hours designing a campaign, only to have LinkedIn reject the assets because of an improper pixel dimension or an exceeded file size.

To help you skip the guesswork, this guide breaks down the essential LinkedIn ad sizes, aspect ratios, and character limits across every major ad format.

1. Single Image Ads (Sponsored Content)

Single image ads live right in the professional feed on both desktop and mobile. Because they blend seamlessly with organic posts, getting the dimensions right ensures your visuals don’t get awkwardly cropped.

• Landscape: 1200 × 628 pixels (1.91:1 aspect ratio)
• Square: 1200 × 1200 pixels (1:1 aspect ratio)
• Vertical: 720 × 900 pixels (4:5 aspect ratio — mobile only)
• File Types: JPG, PNG, or GIF (non-animated)
• Maximum File Size: 5 MB
• Copy Limits:
  • Introductory text: 150 characters recommended to avoid truncation on mobile (up to 600 max)
  • Headline: 70 characters max

2. Carousel Image Ads

Carousel ads let you swipe through a sequence of cards, making them ideal for telling a brand story, breaking down step-by-step processes, or highlighting multiple products.

• Card Dimensions: 1080 × 1080 pixels recommended (1:1 aspect ratio)
• Number of Cards: 2 to 10 cards
• File Types: JPG, PNG, or non-animated GIF
• Maximum File Size: 10 MB per card
• Copy Limits:
  • Card headline: 45 characters max
  • Introductory text: 255 characters max

3. Video Ads

Video is one of the most engaging mediums for B2B storytelling. LinkedIn supports multiple orientations depending on whether you want a cinematic landscape view or an immersive mobile experience.

• Aspect Ratios & Resolutions:
  • Landscape (16:9): 1920 × 1080 pixels
  • Square (1:1): 1920 × 1920 pixels
  • Vertical (4:5): 1080 × 1350 pixels (Recommended for mobile feeds)
  • Vertical (9:16): 1080 × 1920 pixels
• File Format: MP4
• File Size Range: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (though shorter, punchier videos perform best)
• Frame Rate: Less than 30 frames per second

4. Text and Dynamic Ads

These smaller, direct-response units sit on the right rail of the desktop experience. While they have minimal visual real estate, they are great for low-cost brand awareness and lead generation.

Text Ads

• Logo Size: 100 × 100 pixels (JPG or PNG, max 2 MB)
• Headline: 25 characters max
• Description: 75 characters max

Spotlight Ads (Dynamic)

• Company Logo: 100 × 100 pixels (JPG or PNG)
• Background Image (Optional): 300 × 250 pixels
• Headline: 50 characters max
• Description: 70 characters max

5. Message & Conversation Ads

Delivered directly to a target user’s LinkedIn Inbox, message-based ads offer a personalized outreach format.

• Optional Desktop Banner: 300 × 250 pixels (JPG, PNG, or GIF)
• Maximum Banner File Size: 2 MB
• Custom CTA Button: Up to 25 characters
• Message Text: Keep it conversational—aim for under 1,000 to 1,500 characters for optimal engagement.

Quick-Check Best Practices Before You Export

1. Prioritize Square (1:1): If you are running tight on time or budget and can only export one asset dimension for single-image sponsored content, go with 1200 × 1200 pixels. It adapts gracefully across both desktop and mobile feeds.
2. Watch the Text Overlay: Keep text on your images minimal. LinkedIn’s algorithms and mobile display preferences favor clean visuals over cluttered graphics laden with heavy text.
3. Double-Check File Weights: Heavy PNG files frequently trigger upload errors. Compressing your creative assets to comfortably sit underneath LinkedIn’s max limits (