The Ultimate Guide to LinkedIn Ad Sizes and Specifications

When it comes to B2B marketing, LinkedIn is the premier platform for reaching decision-makers, professionals, and industry leaders. However, a brilliant marketing angle can easily fall flat if your creative assets are improperly formatted, leading to awkward crops, blurry text, or outright rejection by LinkedIn’s ad review system.

Getting the technical dimensions right is the foundation of any high-performing campaign. This guide breaks down the essential ad sizes and specs for LinkedIn’s most popular formats.

1. Single Image Ads

Single image ads appear directly in the user’s feed and are versatile for promoting ebooks, webinars, blog posts, or product announcements. You can choose from three main aspect ratios:

• Square (1:1) — 1200 x 1200 pixels (Recommended default)
  • Why use it: It takes up more screen real estate on mobile devices than landscape ads while still looking great on desktop.
• Vertical (4:5) — 720 x 900 pixels (or up to 1200 x 1500 pixels)
  • Why use it: Ideal for mobile-first campaigns because it dominates the vertical feed, giving your message maximum visibility.
• Landscape (1.91:1) — 1200 x 628 pixels
  • Why use it: The traditional banner style. It works reliably across desktop placements, though it feels smaller on mobile.

Quick Specs: Supported formats are JPG, PNG, or non-animated GIF, with a maximum file size of 5 MB.

2. Video Ads

Video is one of the most effective ways to capture attention, tell a brand story, or show a product in action. LinkedIn supports multiple orientations depending on your creative style:

• Square (1:1): 1080 x 1080 pixels
• Vertical (4:5): 1080 x 1350 pixels (Great for mobile feeds)
• Vertical (9:16): 1080 x 1920 pixels (Full-screen immersive)
• Landscape (16:9): 1920 x 1080 pixels

Quick Specs:

• File Format: MP4
• File Size: 75 KB to 500 MB (up to 5 GB via certain upload methods)
• Duration: 3 seconds to 30 minutes (though 15–30 seconds typically yields the highest engagement).
• Tip: Always add open captions, as a vast majority of users watch feed videos on mute.

3. Carousel Ads

Carousel ads allow you to showcase a sequence of multiple scrollable cards, making them perfect for step-by-step guides, product features, or breaking down complex data.

• Card Dimensions: 1080 x 1080 pixels (Strictly a 1:1 square ratio)
• Card Count: 2 to 10 cards per ad

Quick Specs: JPG or PNG format only (no animated GIFs). Maximum file size is 10 MB per card. Keep important text and logos centered to avoid getting cut off by UI overlays.

4. Document Ads

If you want to share deep-dive thought leadership pieces, whitepapers, or case studies directly in the feed without forcing users to jump to an external landing page, Document Ads are your go-to format.

• Supported File Types: PDF, DOC, DOCX, PPT, or PPTX
• Max File Size: Up to 100 MB (maximum 300 pages)
• Design Tip: Landscape or square document layouts tend to render better in the feed preview. Use large fonts (18pt+) so your text remains easily readable on smaller screens.

5. Text & Spotlight Ads (Dynamic Ads)

Dynamic ads personalize themselves using the target user’s profile data (such as their first name, company name, or job title) and appear on the right rail of the desktop experience.

• Text Ads: Require a 100 x 100 pixel company logo (JPG or PNG, max 2 MB) paired with a punchy headline (25 characters max) and description (75 characters max).
• Spotlight Ads: Feature a 100 x 100 pixel logo alongside a customizable background image (300 x 250 pixels) to spotlight a product, service, or event.

Best Practices for LinkedIn Creatives

1. Design for Mobile First: Over half of LinkedIn traffic happens on mobile devices. Prioritize square (1:1) or vertical (4:5) dimensions to command more screen space.
2. Keep Text Minimal: While LinkedIn doesn’t enforce strict text-overlay penalties like some platforms, cluttered designs perform poorly on smaller screens. Let your intro text do the heavy lifting.
3. Include a Clear CTA: Always align your visual design with a compelling Call-to-Action button (