The Ultimate Guide to LinkedIn Ad Sizes & Specs

When you are investing time and budget into B2B marketing, the last thing you want is a polished graphic cut off mid-sentence or a video that renders with awkward black bars. On LinkedIn, your visual presentation speaks volumes about your brand’s credibility before a prospect even reads your headline.

Whether you are launching a thought leadership campaign, running demand-generation carousels, or setting up right-rail text ads, getting your dimensions right is half the battle. This comprehensive guide covers the essential LinkedIn ad sizes and specifications to ensure your campaigns look razor-sharp on every screen.

1. Single Image and Carousel Ads (Sponsored Content)

Sponsored Content sits directly in the professional feed, making it your highest-visibility format. Because users scroll quickly on both mobile and desktop, choosing the right aspect ratio is crucial to capturing attention.

Single Image Ads

Single image ads support three primary aspect ratios:

• Landscape (1.91:1): 1200 x 627 pixels. Perfect for traditional web banners adapted for social.
• Square (1:1): 1200 x 1200 pixels. A safe, versatile choice that commands a solid block of space on both mobile and desktop feeds.
• Vertical (4:5): 720 x 900 pixels (or up to 1200 x 1500 pixels). Ideal for mobile-heavy audiences, taking up maximum vertical estate in the feed.
• File Requirements: JPG, PNG, or static GIF; maximum file size of 5 MB.

Carousel Ads

Carousels let you tell a sequential story, showcase multiple products, or break down a complex framework across 2 to 10 swipeable cards.

• Card Image Size: 1080 x 1080 pixels (1:1 aspect ratio).
• File Requirements: JPG or PNG; maximum file size of 10 MB per card.
• Copy Constraints: Card headlines max out at 45 characters (if linked), while introductory text can stretch up to 255 characters.

2. Video and Document Ads

Motion and deep-dive content are fantastic for building authority and nurturing pipeline prospects.

Video Ads

LinkedIn supports multiple orientations for video, giving you flexibility depending on whether your footage was shot horizontally or vertically:

• Landscape (16:9): 640 x 360 to 1920 x 1080 pixels.
• Square (1:1): 360 x 360 to 1920 x 1920 pixels.
• Vertical (4:5 or 9:16): 360 x 450 up to 1080 x 1920 pixels.
• Specs: MP4 format, file size up to 500 MB, and durations ranging from 3 seconds to 30 minutes (though 15 to 30 seconds typically yields the highest engagement). Don’t forget a custom thumbnail image (JPG/PNG under 2 MB matching your video’s aspect ratio).

Document Ads

Document ads allow users to read whitepapers, research reports, or slide decks directly inside the LinkedIn app without navigating to an external landing page.

• Supported Formats: PDF, DOC, DOCX, PPT, or PPTX.
• File Size: Up to 100 MB.
• Page Limits: Up to 300 pages (though bite-sized guides of 10 to 20 pages generally see stronger completion rates).

3. Text, Spotlight, and Message Ads

For bottom-of-funnel lead generation, brand awareness, or direct outreach, LinkedIn offers right-rail and messaging formats.

• Text Ads: These compact right-rail ads use a 100 x 100 pixel company logo (JPG/PNG, max 2 MB) paired with a tight headline (25 characters) and description (75 characters).
• Spotlight Ads: These personalized dynamic ads feature a 100 x 100 pixel logo alongside an optional 300 x 250 pixel background image.
• Conversation / Message Ads: While text-heavy, you can include an optional 300 x 250 pixel desktop banner image (JPG or PNG, max 2 MB) to anchor your direct message in the recipient’s inbox.

Quick Reference Summary Table

| Ad Format | Recommended Dimensions | Max File Size | File Formats |
| :— | :— | :— | :— |
| Single Image (Square) | 1200 x 1200 px | 5 MB | JPG, PNG, GIF |
| Single Image (Landscape) | 1200 x 627 px | 5 MB | JPG, PNG, GIF |
| Carousel Cards | 1080 x 1080 px | 10 MB per card | JPG, PNG |
| Video Ads (Landscape) | 1920 x 1080 px | 500 MB | MP4 |
| Text Ad Logo | 100 x 100 px | 2 MB | JPG, PNG |
| Spotlight / Message Banner | 300 x 250 px | 2 MB | JPG, PNG |

Best Practices Before You Export

Keep your critical text and logos well away from the edges and corners of your creative assets. LinkedIn overlays interface elements like profile names, timestamps, and “sponsored” tags in predictable areas, and mobile screens will occasionally crop extreme aspect ratios. Designing with a comfortable margin ensures your messaging remains pristine and easy to digest at a glance.