The Ultimate Guide to LinkedIn Ad Sizes and Technical Specs

Running B2B campaigns on LinkedIn is a high-stakes game. You are targeting decision-makers, executives, and specialists whose time is fiercely protected. When your ad appears in their feed, you have mere milliseconds to command attention.

Yet, nothing halts a high-performing campaign faster than a poorly exported creative asset—blurry text, awkward cropping, or a flat-out rejection from LinkedIn’s ad review system due to incorrect dimensions.

Whether you are launching single-image sponsored updates, immersive carousels, or dynamic text ads, nailing the exact technical specifications is non-negotiable. This comprehensive guide breaks down the essential LinkedIn ad sizes, formats, and design best practices to ensure your campaigns look pristine and drive pipeline.

1. Single Image Ads (Sponsored Content)

Single-image ads are the bedrock of LinkedIn advertising. They live right in the target audience’s main feed alongside organic posts, making clean visual hierarchy crucial.

LinkedIn offers three aspect ratio options for single-image ads:

• Landscape (1.91:1)
  • Recommended Size: 1200 x 628 pixels
  • Where it shows: Desktop and mobile feeds. Highly versatile and safe for cross-device visibility.
• Square (1:1)
  • Recommended Size: 1200 x 1200 pixels (or 1080 x 1080 pixels)
  • Where it shows: Desktop and mobile feeds. Takes up more vertical real estate than landscape, boosting engagement.
• Vertical (4:5)
  • Recommended Size: 720 x 900 pixels
  • Where it shows: Mobile feed only. Exceptional for mobile-first thumb-stopping power, occupying maximum screen height.

Technical Guardrails:

• File Types: JPG, PNG, or non-animated GIF
• Max File Size: 5 MB
• Copy Limits: Intro text (150 characters recommended), Headline (70 characters)

2. Carousel Image Ads

Carousels allow you to sequence 2 to 10 swipeable cards, making them ideal for product feature walkthroughs, step-by-step frameworks, or multi-stat case studies.

• Card Size: 1080 x 1080 pixels (1:1 square ratio)
• Number of Cards: 2 to 10 cards per ad
• File Types: JPG or PNG
• Max File Size: 10 MB per card
• Copy Limits: Card headline (45 characters max), Intro text (255 characters max)

Pro Tip: Keep your design elements consistent across all cards. Use a continuous background color or a visual thread (like a line connecting cards) to encourage users to swipe through the entire sequence.

3. Video Ads

Video is unmatched for building brand authority and explaining complex enterprise solutions. LinkedIn supports a wide range of orientations, though vertical video is increasingly favored for mobile execution.

• 16:9 Landscape: 1920 x 1080 pixels
• 1:1 Square: Up to 1920 x 1920 pixels
• 4:5 Vertical: 720 x 900 pixels (Recommended for feed)
• 9:16 Full Vertical: 720 x 1280 to 1080 x 1920 pixels

Technical Guardrails:

• File Format: MP4
• File Size: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (though 15–30 seconds typically yields the highest completion rates for B2B)
• Frame Rate: Under 30 FPS

4. Document Ads

If you are gating a high-value whitepaper, research report, or industry playbook, Document Ads allow users to preview PDFs or slide decks natively inside the LinkedIn feed without leaving the platform.

• Accepted File Formats: PDF, DOC, DOCX, PPT, PPTX
• Max File Size: 100 MB
• Page Limit: Up to 300 pages (though 5–15 pages is the sweet spot for reader retention)
• Orientation: Vertical, horizontal, or square documents are automatically formatted by LinkedIn.

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

Found on the desktop right-rail, these native formats rely on efficiency and clear personalization.

• Text Ads: Require a 100 x 100 pixel logo/image (JPG or PNG, max 2 MB). Headlines are capped at 25 characters and descriptions at 75 characters.
• Spotlight Ads: Use a 100 x 100 pixel company logo and an optional 300 x 250 pixel custom background image. They automatically personalize fields like the user’s profile image or first name.

Quick-Reference LinkedIn Ad Specs Table

| Format | Recommended Dimensions | Max File Size | File Types |
| :— | :— | :— | :— |
| Single Image (Landscape) | 1200 x 628 px | 5 MB | JPG, PNG, GIF |
| Single Image (Square) | 1200 x 1200 px | 5 MB | JPG, PNG, GIF |
| Single Image (Vertical) | 720 x 900 px | 5 MB | JPG, PNG, GIF |
| Carousel Card | 1080 x 1080 px | 10 MB per card | JPG, PNG |
| Video Ad | Up to 1920 x 1080 px (16:9) / 1080 x 1350 px (4:5) | 500 MB | MP4 |
| Document Ad | N/A (Native layout) | 100 MB | PDF, PPT, DOC |
| Text/Spotlight Logo | 100 x 100 px | 2 MB | JPG, PNG |

Best Practices for High-Performing Creative

1. Design for Mobile First: Over 60% of LinkedIn traffic originates on mobile devices. Square (1:1) and vertical (4:5) ratios capture significantly more screen space than traditional landscape ads, leading to higher click-through rates (CTR).
2. Keep Critical Text Centered: Avoid placing important text, logos, or offers near the absolute edges of your creative assets to protect against minor auto-cropping across different devices.
3. Prioritize Clarity Over Clutter: Professional audiences scroll quickly. Use bold, contrasting headlines, clear value propositions, and a distinct call-to-action (CTA) button to communicate your offer instantly.

By locking down your technical dimensions before handing assets over to your design team, you eliminate frustrating upload errors, protect your visual quality, and ensure your B2B campaigns launch smoothly.