The Ultimate Master Guide to LinkedIn Ad Sizes and Specs

Running high-converting B2B campaigns on LinkedIn requires more than just a compelling value proposition and a sharp hook. If your creative assets are poorly formatted, LinkedIn’s ad delivery engine will automatically crop, stretch, or outright reject them. Worse, poorly sized visuals look amateurish, instantly killing the trust you need to earn from decision-makers.

Because LinkedIn’s professional feed supports an array of distinct placements—from standard in-feed carousels to native document downloads and sidebar spotlights—knowing the exact pixel dimensions is non-negotiable.

This comprehensive guide breaks down the exact dimensions, file sizes, and technical requirements for every major LinkedIn ad format.

1. Single Image Ads (Sponsored Content)

Single image ads are the backbone of B2B prospecting. They appear directly in the user’s feed alongside organic posts and support a headline, introductory text, and a call-to-action (CTA) button.

While LinkedIn accepts a range of aspect ratios, adopting the recommended resolutions ensures crisp rendering on high-DPI “Retina” screens.

• Landscape (1.91:1): 1200 x 627 pixels (Recommended)
• Square (1:1): 1200 x 1200 pixels (Great for stopping mobile scrolls)
• Vertical (4:5): 720 x 900 pixels (or up to 1200 x 1500) (Maximizes screen real estate on mobile feeds)
• File Types: JPG, PNG, or non-animated GIF
• Max File Size: 5 MB
• Copy Limits: Introductory text (150 characters recommended to avoid truncation), Headline (70 characters)

2. Carousel Ads

Carousel ads allow you to feature a swappable sequence of 2 to 10 cards. They are exceptionally effective for breaking down multi-step methodologies, showcasing product feature sets, or telling a visual brand story.

• Card Dimensions: 1080 x 1080 pixels (Strict 1:1 aspect ratio)
• Number of Cards: 2 to 10 cards
• File Types: JPG or PNG
• Max File Size: 10 MB per card
• Copy Limits: Introductory text (255 characters), Card Headline (45 characters)

3. Video Ads

B2B buyers consume an immense amount of video content on LinkedIn. Motion helps stop the scroll, provided your video meets platform specs and captures attention within the first three seconds (ideally with burned-in captions, as many users browse on mute).

• Landscape (16:9): 1920 x 1080 pixels (Min: 640 x 360)
• Square (1:1): 1080 x 1080 pixels (Min: 360 x 360)
• Vertical (4:5): 1080 x 1350 pixels (Min: 360 x 450)
• Vertical (9:16): 1080 x 1920 pixels (Min: 360 x 640)
• File Format: MP4
• File Size Range: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (though 15–30 seconds yields the highest completion rates for in-feed ads)
• Thumbnail: Custom JPG or PNG matching your video’s exact aspect ratio (max 2 MB)

4. Document Ads (Thought Leadership & Lead Gen)

Document ads let users swipe through native PDFs, slide decks, or whitepapers directly inside the LinkedIn feed without clicking away to an external landing page.

• File Formats: PDF, DOC, DOCX, PPT, or PPTX
• Max File Size: 100 MB
• Page Limit: Up to 300 pages (though 5–15 pages performs best for digestible lead-magnets)
• Orientation: Vertical, horizontal, or square layouts are all supported, but standard portrait (A4 or US Letter) yields the best mobile reading experience.

5. Text & Spotlight Ads (Desktop-Only Formats)

Found on the desktop right-rail, these units are cost-effective tools for brand awareness, newsletter sign-ups, and targeted account-based marketing (ABM).

• Text Ads:
  • Logo Image: 100 x 100 pixels (JPG/PNG, max 2 MB)
  • Copy: Headline (25 characters), Description (75 characters)
• Spotlight Ads:
  • Logo Image: 100 x 100 pixels (JPG/PNG, max 2 MB)
  • Custom Background Image (Optional): 300 x 250 pixels (max 2 MB)
  • Copy: Headline (50 characters), Description (70 characters), CTA (18 characters)

Quick Reference Summary Table

| Ad Format | Recommended Dimensions | Aspect Ratio | Max File Size | File Formats |
| :— | :— | :— | :— | :— |
| Single Image (Landscape) | 1200 x 627 px | 1.91:1 | 5 MB | JPG, PNG, GIF |
| Single Image (Square) | 1200 x 1200 px | 1:1 | 5 MB | JPG, PNG, GIF |
| Single Image (Vertical) | 720 x 900 px | 4:5 | 5 MB | JPG, PNG, GIF |
| Carousel Card | 1080 x 1080 px | 1:1 | 10 MB per card | JPG, PNG |
| Video (Vertical 9:16) | 1080 x 1920 px | 9:16 | 500 MB | MP4 |
| Document Ad | N/A (Native upload) | Flexible | 100 MB | PDF, DOC, PPT |

Pro-Tips for LinkedIn Ad Design Success

1. Design for Sound-Off: Over 80% of B2B professionals watch LinkedIn videos on mute while at work or on mobile. Always incorporate open captions or bold text callouts to communicate your core message visually.
2. Beware the “Safe Zones”: Keep important text, logos, and product features away from the extreme edges of your creative assets. LinkedIn overlays profile details, sponsored tags, and CTA buttons that can accidentally obstruct corner elements.
3. Audit Text Density: While LinkedIn retired its rigid 20% text rule, cluttered, text-heavy images still underperform significantly compared to clean, uncluttered graphics or human-centric imagery.