The Ultimate Guide to LinkedIn Ad Sizes and Specifications

Navigating LinkedIn advertising can feel like stepping into a high-stakes professional arena. With decision-makers, C-suite executives, and B2B buyers scrolling through their feeds, your creative needs to look sharp, intentional, and entirely native to the platform.

One of the quickest ways to torpedo an otherwise brilliant campaign is getting the dimensions wrong. A pixelated image, a cropped video, or text cut off mid-sentence signals a lack of polish.

This comprehensive guide breaks down the exact dimensions, file formats, and best practices for every major LinkedIn ad size to ensure your next campaign hits the mark.

1. Single Image Ads

Single image ads are the backbone of B2B marketing on LinkedIn. They appear directly in the user’s feed, making them versatile for brand awareness, lead generation, and driving website traffic. LinkedIn supports three distinct aspect ratios for single image ads:

• Square (1:1) — Recommended Size: 1200 x 1200 pixels
  • Why use it: This is the gold standard for most campaigns. Square ads strike the ideal balance by performing well on both desktop and mobile feeds while taking up more visual real estate than landscape alternatives.
• Landscape (1.91:1) — Recommended Size: 1200 x 628 pixels
  • Why use it: Ideal for traditional, desktop-heavy campaigns or when adapting assets originally designed for web banners or Facebook.
• Vertical (4:5) — Recommended Size: 720 x 900 pixels (or up to 1200 x 1500 pixels)
  • Why use it: Designed strictly for mobile delivery. Vertical ads dominate the mobile screen space, driving higher engagement rates because they command attention as the user scrolls.

Technical Specs:

• File Types: JPG, PNG, or non-animated GIF
• Max File Size: 5 MB

2. Carousel Ads

Carousel ads allow you to feature multiple swipeable cards within a single ad unit. They are exceptional for storytelling, breaking down step-by-step processes, comparing product features, or showcasing a suite of resources.

• Card Size: Exactly 1080 x 1080 pixels (1:1 aspect ratio)
• Card Count: 2 to 10 cards per ad

Technical Specs:

• File Types: JPG, PNG, or non-animated GIF
• Max File Size: Up to 10 MB per card

3. Video Ads

Motion captures attention faster than static text. LinkedIn supports multiple video orientations, giving you creative flexibility depending on whether your audience is viewing on a desktop or mobile device.

• Landscape (16:9): 1920 x 1080 pixels (Best for product walkthroughs or webinar snippets)
• Square (1:1): 1080 x 1080 pixels (Great for social-style talking head videos or animations)
• Vertical (4:5): 1080 x 1350 pixels (The go-to choice for mobile-first storytelling)
• Vertical (9:16): Up to 1080 x 1920 pixels

Technical Specs:

• File Format: MP4
• File Size: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (though 15–30 seconds typically yields the highest engagement)
• Pro Tip: Always include closed captions. A vast majority of professional users scroll through LinkedIn with their sound off.

4. Document Ads

If you are promoting thought-leadership assets like whitepapers, industry reports, or ultimate guides, Document Ads allow users to swipe through and read PDFs, PPTs, or DOCs natively inside the LinkedIn feed without navigating away.

• Recommended Page Layout: Letter or A4 (Vertical or Landscape)
• Supported File Types: PDF, PPT, PPTX, DOC, DOCX
• Max File Size: 100 MB (up to 300 pages, though preview displays up to 10)

5. Text Ads & Spotlight Ads (Dynamic Ads)

Dynamic ads personalize content based on a user’s profile data (such as their job title, company name, or industry) and live on the right-hand rail of the desktop experience.

• Text Ads:
  • Logo Size: 100 x 100 pixels (JPG or PNG)
  • Max File Size: 2 MB
• Spotlight Ads:
  • Company Logo: 100 x 100 pixels
  • Custom Background Image (Optional): 300 x 250 pixels
  • Max File Size: 2 MB for both assets

6. Message Ads & Conversation Ads

Delivered straight to a user’s LinkedIn Messaging inbox, these formats allow for direct, one-on-one communication with prospective leads.

• Companion Banner (Desktop Only): 300 x 250 pixels
• File Types: JPG or PNG
• Max File Size: 2 MB

Quick-Glance Checklist for Campaign Success

| Ad Format | Recommended Dimensions | Aspect Ratio | Max File Size |
| :— | :— | :— | :— |
| Single Image (Square) | 1200 x 1200 px | 1:1 | 5 MB |
| Single Image (Landscape) | 1200 x 627 px | 1.91:1 | 5 MB |
| Single Image (Vertical) | 1200 x 1500 px | 4:5 | 5 MB |
| Carousel Card | 1080 x 1080 px | 1:1 | 10 MB |
| Video (Landscape) | 1920 x 1080 px | 16:9 | 500 MB / 5 GB |
| Video (Vertical) | 1080 x 1350 px | 4:5 | 500 MB / 5 GB |
| Text / Spotlight Logo | 100 x 100 px | 1:1 | 2 MB |

By respecting these technical guardrails, you ensure that LinkedIn’s compression algorithms don’t degrade your artwork, leaving your brand looking crisp, professional, and ready to convert high-value B2B traffic.