The Ultimate Guide to LinkedIn Ad Sizes and Specs

Running ads on LinkedIn is one of the most powerful ways to reach decision-makers, industry experts, and high-value B2B prospects. However, even the most compelling copy and precise audience targeting can fall flat if your creative assets are blurry, awkwardly cropped, or rejected by the platform due to incorrect dimensions.

Getting your technical specifications right is the foundational first step of any successful LinkedIn campaign. This comprehensive guide breaks down the essential ad sizes, aspect ratios, and file requirements across LinkedIn’s most popular ad formats.

1. Single Image Ads (Sponsored Content)

Single image ads appear directly in the user’s LinkedIn feed, blending native content style with promotional reach. Because they are viewed on everything from massive desktop monitors to mobile phones, offering flexibility in aspect ratios is critical.

• Landscape (1.91:1):
  • Recommended Size: 1200 x 628 pixels
  • Best For: Traditional desktop and mobile feeds.
• Square (1:1):
  • Recommended Size: 1200 x 1200 pixels
  • Best For: Balanced display across desktop and mobile; takes up slightly more vertical real estate than landscape.
• Vertical (4:5):
  • Recommended Size: 720 x 900 pixels
  • Best For: Mobile-first feeds (supported on mobile devices only).
• File Requirements: JPG, PNG, or non-animated GIF; maximum file size of 5 MB.

2. Carousel Ads

Carousels allow you to showcase a sequence of 2 to 10 swipeable cards. They are ideal for step-by-step guides, breaking down product features, or telling a brand story.

• Card Specifications:
  • Recommended Size: 1080 x 1080 pixels (1:1 aspect ratio)
  • Number of Cards: 2 to 10 cards
• File Requirements: JPG or PNG; maximum file size of 10 MB per card.

3. Video Ads

Video is unmatched for capturing attention in a busy professional feed. LinkedIn supports multiple orientations depending on whether you are prioritizing cinematic widescreen or full-screen mobile immersion.

• Landscape (16:9): 1920 x 1080 pixels (Min: 640 x 360 px)
• Square (1:1): Up to 1920 x 1920 pixels (Min: 360 x 360 px)
• Vertical (4:5): 720 x 900 pixels recommended (Max: 1080 x 1350 px)
• Vertical (9:16): 720 x 1280 pixels up to 1080 x 1920 pixels
• File Requirements: MP4 format; file size between 75 KB and 500 MB; duration from 3 seconds to 30 minutes.

4. Text Ads

Text ads are budget-friendly, highly targeted ads that appear on the top or right-hand rail of the desktop experience. They rely heavily on sharp copywriting paired with a small square image.

• Logo / Image Size: 100 x 100 pixels
• Copy Limits: Headline up to 25 characters; description up to 75 characters.
• File Requirements: JPG or PNG; maximum file size of 2 MB.

5. Spotlight and Follower Ads (Dynamic Ads)

Dynamic ads personalize themselves using the target user’s public profile data (such as their profile picture and first name) to drive page follows, website traffic, or job applications.

• Company Logo / Image: 100 x 100 pixels (JPG or PNG, max 2 MB)
• Spotlight Background Image (Optional): 300 x 250 pixels (JPG or PNG, max 2 MB)

6. Message & Conversation Ads

Delivered directly to a user’s LinkedIn Messaging inbox, these ads foster one-on-one engagement.

• Desktop Banner (Optional): 300 x 250 pixels
• File Requirements: JPG or PNG; maximum file size of 2 MB. (Note: Banners are visible on desktop views only).

Quick Reference Summary Table

| Ad 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 Cards | 1080 x 1080 px | 10 MB per card | JPG, PNG |
| Video Ads | Up to 1920 x 1080 px (16:9) | 500 MB | MP4 |
| Text Ads | 100 x 100 px | 2 MB | JPG, PNG |
| Spotlight / Follower Ads | 100 x 100 px (Logo) | 2 MB | JPG, PNG |

Best Practices for LinkedIn Creatives

1. Keep Text Light on Images: While text overlays can emphasize your hook, avoid cluttering your visual. Mobile users scroll quickly, and dense blocks of text become entirely unreadable on smaller screens.
2. Design for Muted Video: The vast majority of LinkedIn users browse with sound off by default. Always include clear burned-in captions or text callouts to ensure your message lands even without audio.
3. Double-Check Safe Zones: Keep critical branding, logos, and text away from the absolute edges of your creative assets to prevent them from getting cut off by UI elements or dynamic cropping.

By matching your creative specs to LinkedIn’s exact platform requirements, you will ensure a smooth approval process, maximize visual quality, and set your campaigns up for optimal performance.