Mastering LinkedIn Paid Ad Specs: The Ultimate Blueprint for B2B Campaigns
Running campaigns on LinkedIn can supercharge your B2B marketing, but nothing drains a media budget faster than creative assets getting rejected or looking distorted in the professional feed. Because LinkedIn’s environment demands a cleaner, more polished aesthetic than consumer-heavy platforms, hitting the exact technical specifications is non-negotiable.
This comprehensive guide breaks down the precise dimensions, file sizes, and character limits for LinkedIn’s most popular paid ad formats.
1. Single Image Ads
Single image ads are the backbone of LinkedIn advertising, appearing natively in the desktop and mobile feeds.
- Aspect Ratios & Dimensions:
- Square (1:1): $1200 times 1200$ pixels (Recommended for universal desktop and mobile delivery)
- Landscape (1.91:1): $1200 times 627$ or $1200 times 628$ pixels
- Vertical (4:5): $1200 times 1500$ or $720 times 900$ pixels (Mobile only; captures the most screen estate)
- File Types: JPG, PNG, or non-animated GIF
- Maximum File Size: 5 MB
- Text Limits:
- Introductory text: Up to 600 characters (Keep under 150 characters to prevent truncation and avoid paying for accidental “Read more” clicks)
- Headline: Up to 70 characters (mobile) / 200 characters (desktop)
2. Video Ads
Video is unmatched for product demos, customer testimonials, and top-of-funnel brand awareness. LinkedIn supports multiple orientations to fit how professionals hold their devices.
- Aspect Ratios & Dimensions:
- Landscape (16:9): $1920 times 1080$ pixels
- Square (1:1): $1080 times 1080$ pixels
- Vertical (4:5): $1080 times 1350$ pixels (Recommended for mobile feeds)
- File Format & Specs: MP4 format, 30 frames per second (FPS), max 5 GB file size
- Duration: 3 seconds to 30 minutes (15 to 30 seconds performs best for conversions)
- Pro-Tip: Over 80% of users watch LinkedIn videos on mute. Always embed SRT caption files to ensure your message lands.
3. Carousel Ads
Carousels allow you to sequence multi-step ideas, showcase product feature sets, or tell a visual narrative across a series of swipeable cards.
- Card Dimensions: Exactly $1080 times 1080$ pixels (1:1 square ratio is mandatory for every card)
- Number of Cards: 2 to 10 cards
- File Types & Size: JPG or PNG only (no GIFs); max 10 MB per card
- Text Limits:
- Introductory text: Up to 255 characters
- Card headline: Up to 45 characters per card
4. Document Ads
Document ads let you gate or ungate high-value PDFs, whitepapers, case studies, and presentation decks directly inside the LinkedIn feed without forcing users to jump to an external landing page.
- File Formats: PDF, DOC, DOCX, PPT, or PPTX
- Maximum File Size: 100 MB
- Page Count: Up to 300 pages (Recommended length: 5 to 10 pages for optimal engagement)
- Design Rule: Use large, bold fonts (18pt+) because preview formatting scales down text on smaller mobile screens.
5. Message & Conversation Ads
Delivered directly to a target professional’s LinkedIn Messaging inbox, these ads drive high-intent, one-on-one engagement.
- Sender: Must be sent from a real connected profile (Sender persona)
- Message Text: Up to 1,500 characters (Message Ads) or 500 characters per bubble (Conversation Ads)
- Call-to-Action (CTA) Button: Up to 20 characters
- Optional Desktop Banner: $300 times 250$ pixels (JPG, PNG, max 2 MB)
Quick Reference Checklist
| Ad Format | Recommended Dimension | Max File Size | File Type |
| :— | :— | :— | :— |
| Single Image | $1200 times 1200$ px | 5 MB | JPG, PNG, GIF |
| Video | $1080 times 1350$ px | 5 GB | MP4 |
| Carousel Card | $1080 times 1080$ px | 10 MB | JPG, PNG |
| Text Ad Logo | $100 times 100$ px | 2 MB | JPG, PNG |
Key Takeaway for Campaign Success
When designing your creatives, always design for mobile first. Keep critical text centered, respect safe zones to avoid text overlay clashes with platform UI elements, and front-load your core value proposition within the first 150 characters of your copy.
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