The Complete Guide to LinkedIn Ad Sizes and Specifications

Getting your LinkedIn ad dimensions right is the difference between a high-performing campaign and an asset that gets automatically flagged, awkwardly cropped, or ignored in a busy professional feed. Because LinkedIn is the premier platform for B2B marketing, lead generation, and professional networking, your creative needs to look sharp on both corporate desktop monitors and fast-scrolling mobile screens.

This comprehensive guide breaks down the exact sizing, aspect ratios, and file limits for every major LinkedIn ad format.

1. Single Image Ads

Single image ads appear natively in the user feed and are among the most versatile tools for brand awareness and lead gen.

• Square (1:1):
  • Recommended Dimensions: 1200 x 1200 pixels
  • Why use it: Square is the safest all-rounder. It commands strong vertical feed space on mobile devices without getting cut off.
• Landscape / Horizontal (1.91:1):
  • Recommended Dimensions: 1200 x 628 pixels
  • Why use it: Ideal if your target audience spends a lot of time reviewing content on corporate desktop machines, or if you are repurposing website banner assets.
• Vertical (4:5):
  • Recommended Dimensions: 720 x 900 pixels (or 1080 x 1350 pixels)
  • Why use it: Maximizes mobile screen footprint (supported primarily via mobile feeds and the LinkedIn Audience Network).

Technical Limits: File size max is 5 MB. Accepted formats include JPG, PNG, and non-animated GIF.
Copy Limits: Introductory text maxes out at 150 characters (before the “see more” break), and headlines are capped at 70 characters.

2. Carousel Ads

Carousel ads let you showcase a sequence of multiple swipeable cards, making them ideal for step-by-step guides, product features, or breaking down complex data.

• Card Dimensions: 1080 x 1080 pixels (1:1 aspect ratio)
• Card Count: 2 to 10 cards per ad
• File Size: Up to 10 MB per card
• File Types: JPG or PNG
• Text Limits: Introductory text allows up to 255 characters; card headlines cap at 45 characters (with a link).

3. Video Ads

Video is a powerful medium for customer testimonials, product demos, and thought leadership. LinkedIn supports multiple orientations depending on your creative style.

• Square (1:1): 1080 x 1080 pixels
• Vertical (9:16): 1080 x 1920 pixels (great for full-screen mobile impact)
• Landscape (16:9): 1920 x 1080 pixels
• Technical Limits:
  • File size: Up to 500 MB
  • Duration: 3 seconds up to 30 minutes (though 15–30 seconds typically yields the highest engagement).
  • Format: MP4

4. Thought Leader & Text Ads

• Text Ads (Right-Rail): Require a tiny 100 x 100 pixel company logo (JPG or PNG, max 2 MB). Headlines are strictly limited to 25 characters, with a 75-character description.
• Spotlight & Follower Ads: Use a 100 x 100 pixel logo, with an optional custom background image of 300 x 250 pixels.

Quick Checklist for Flawless Uploads

1. Stick to 1:1 Square (1200 x 1200 px) if you only have time to design a single asset layout; it behaves predictably across devices.
2. Use PNG if your creative contains heavy text overlays, UI elements, or brand logos to avoid compression blur (use high-quality JPG for photography).
3. Double-check safe zones by keeping essential text and product features away from the absolute edges of your layout to avoid automatic system UI cropping.