LinkedIn Paid Ad Specs: Sizes, Formats & Limits Guide

Mastering LinkedIn Paid Ad Specs: The Ultimate Blueprint for B2B Growth

When running paid campaigns on LinkedIn, even the most compelling copy and brilliant targeting strategy will fall flat if your creative assets get rejected or distorted due to incorrect dimensions. Because LinkedIn serves professionals in a clean, high-stakes environment, its ad platform enforces strict technical requirements.

This comprehensive guide breaks down the essential specifications for LinkedIn’s most popular ad formats, ensuring your campaigns look professional, load seamlessly, and drive maximum ROI.

1. Single Image Ads

Single image ads appear directly in the user’s news feed and are versatile choices for brand awareness, lead generation, and content promotion.

• Landscape: 1200 × 628 pixels (1.91:1 aspect ratio)
• Square: 1200 × 1200 pixels (1:1 aspect ratio)
• Vertical (Mobile Only): 720 × 900 pixels (4:5 aspect ratio)
• File Types: JPG, PNG, or GIF (non-animated)
• Max File Size: 5 MB
• Text Limits: Introductory text (up to 150 characters recommended to avoid mobile truncation); Headline (up to 70 characters).

Pro Tip: Square (1:1) and vertical (4:5) formats take up more physical space on mobile screens, consistently yielding higher engagement rates than traditional landscape ads.

2. Video Ads

Video is one of the most effective ways to capture attention in a busy feed. LinkedIn supports a wide variety of orientations depending on your storytelling style.

• Landscape (16:9): 1920 × 1080 pixels
• Square (1:1): Up to 1920 × 1920 pixels
• Vertical (4:5 or 9:16): 720 × 900 pixels or 1080 × 1920 pixels
• File Format: MP4
• File Size Range: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (15 to 30 seconds perform best for brand recall)
• Frame Rate: 30 FPS or lower

Accessibility Note: Over 75% of users watch LinkedIn videos on mute. Always upload an SRT caption file alongside your video to ensure your message gets across.

3. Carousel Ads

Carousels allow you to showcase multiple images or swipeable cards, making them ideal for step-by-step guides, product features, or breaking down complex data.

• Card Count: 2 to 10 cards per ad
• Recommended Resolution: 1080 × 1080 pixels (1:1 square)
• File Format: JPG, PNG, or non-animated GIF
• Max File Size: 10 MB per card
• Text Limits: Card headline (max 45 characters); Introductory text (max 150–255 characters)

4. Document Ads

Document ads allow you to share gated or ungated content—such as original research reports, whitepapers, or slide decks—directly inside the LinkedIn feed without forcing users to leave the platform.

• Supported File Types: PDF, DOC, DOCX, PPT, PPTX
• Max File Size: 100 MB
• Page Limit: Up to 300 pages (shorter, punchier decks around 5 to 15 pages typically perform best)

5. Thought Leader Ads & Sponsored Messaging

• Thought Leader Ads: Amplify organic posts written by real employees or executives. These utilize standard single-image or video specs but require partnership approval within Campaign Manager.
• Message & Conversation Ads: Deliver direct messages straight into a user’s LinkedIn inbox.
  • Text Limit: Up to 1,500 characters for Message Ads.
  • Desktop Banner Companion (Optional): 300 × 250 pixels (JPG or PNG, max 2 MB).

Quick-Reference Checklist Before You Launch

| Ad Format | Recommended Dimensions | Max File Size | File Formats |
| :— | :— | :— | :— |
| Single Image (Square) | 1200 × 1200 px | 5 MB | JPG, PNG, GIF |
| Video Ad | 1920 × 1080 px (16:9) | 500 MB | MP4 |
| Carousel Card | 1080 × 1080 px | 10 MB per card | JPG, PNG, GIF |
| Document Ad | N/A (PDF/PPT upload) | 100 MB | PDF, DOCX, PPTX |

Double-checking your pixel dimensions, color profiles (sRGB), and file weights before uploading will save your team from frustrating ad rejections and ensure your campaigns go live on schedule.