The Ultimate Guide to LinkedIn Ad Sizes and Specifications

Running B2B campaigns on LinkedIn is a powerful way to reach decision-makers, industry leaders, and high-value prospects. However, even the most compelling copy and precise targeting will fall flat if your creative assets upload blurry, get awkwardly cropped, or fail technical checks.

To maximize your ad budget, your creative team must design assets tailor-made for LinkedIn’s layout. This comprehensive guide breaks down the essential ad sizes, aspect ratios, and file limits for every major LinkedIn ad format.

1. Single Image Ads (Sponsored Content)

Single image ads appear directly in the user’s feed and are the backbone of most LinkedIn marketing strategies. They offer three primary aspect ratio layouts depending on whether you want a broad desktop reach or maximum mobile footprint.

| Treatment | Recommended Resolution | Aspect Ratio | Maximum File Size | Supported Formats |
| :— | :— | :— | :— | :— |
| Landscape | 1200 × 628 px | 1.91:1 | 5 MB | JPG, PNG, GIF |
| Square | 1200 × 1200 px | 1:1 | 5 MB | JPG, PNG, GIF |
| Vertical (Mobile Only) | 720 × 900 px | 4:5 | 5 MB | JPG, PNG, GIF |

Pro Tip for Feeds: While landscape is versatile for desktop, vertical (4:5) and square (1:1) formats take up significantly more visual estate on mobile screens, usually driving higher click-through rates (CTR).

2. Video Ads

Video is unmatched for demonstrating software, showcasing product features, or humanizing a brand. LinkedIn supports a variety of orientations, with vertical and square formats dominating mobile feeds.

• Aspect Ratios & Production Sizes:
  • Landscape (16:9): 1920 × 1080 px
  • Square (1:1): 1080 × 1080 px up to 1920 × 1920 px
  • Vertical (4:5): 720 × 900 px (Recommended)
  • Vertical (9:16): 720 × 1280 px up to 1080 × 1920 px
• Technical Constraints:
  • File Format: MP4
  • File Size: 75 KB to 500 MB
  • Duration: 3 seconds to 30 minutes (though keeping it under 30 seconds to 2 minutes usually yields better engagement).
  • Frame Rate: 30 FPS or less.

3. Carousel Ads

Carousel ads let you display a sequence of 2 to 10 swipeable cards. They are ideal for step-by-step guides, breaking down multi-feature products, or telling a brand story.

• Card Resolution: At least 1080 × 1080 pixels (1:1 aspect ratio)
• Max File Size: 10 MB per card
• Formats: JPG, PNG, or non-animated GIF

4. Document Ads

If you are promoting a deep-dive whitepaper, industry report, or research case study, Document Ads allow users to scroll through pages of your document right inside the LinkedIn feed without navigating away.

• Accepted File Types: PDF, PPT, PPTX, DOC, DOCX
• Page Limit: Up to 300 pages
• Max File Size: 100 MB

5. Text and Dynamic Ads (Spotlight & Follower Ads)

These smaller units sit quietly on the right rail of the desktop experience, making them budget-friendly options for brand awareness, newsletter sign-ups, or driving follower growth.

• Text Ads:
  • Logo Image: 100 × 100 px (JPG or PNG, max 2 MB)
  • Copy Limits: Headline max 25 characters; Description max 75 characters.
• Spotlight & Follower Ads:
  • Company Logo: 100 × 100 px (JPG or PNG, max 2 MB)
  • Custom Background Image (Spotlight only): 300 × 250 px (Optional, max 2 MB).

6. Message & Conversation Ads

Delivered directly to a target prospect’s LinkedIn Messaging inbox, these ads encourage direct interaction.

• Desktop Banner Image (Optional): 300 × 250 px (JPG, PNG, or non-animated GIF, max 2 MB).
• Tip: Keep messaging conversational, concise, and structured with distinct call-to-action buttons to maximize reply rates.

Best Practices to Keep in Mind

1. Design for Mobile First: Over 60% of LinkedIn traffic originates from mobile devices. Always preview your square (1:1) and vertical (4:5) ad variations on a smartphone before pushing campaigns live.
2. Mind the Text Overlays: Keep critical text and logos away from the very edges of your frames. Leave safe zones clear of UI overlays (like timestamps or reaction buttons) to ensure your message is never blocked.
3. Double-Check Compression: Export your high-resolution assets carefully. If your file exceeds LinkedIn’s strict ceiling limits (