Navigating LinkedIn’s paid advertising specifications can feel like trying to hit a moving target. Because B2B buyers scroll quickly and use a mix of desktop and mobile devices, mismatched dimensions or messy text truncation can waste ad spend instantly.
This comprehensive guide breaks down the core technical specs, file formats, and copy limits for LinkedIn’s primary ad units.
1. Single Image Ads (Sponsored Content)
Single image ads appear natively in the LinkedIn feed and are your primary workhorse for brand awareness, lead generation, and content promotion.
- Landscape (Desktop & Mobile): 1200 × 628 px (1.91:1 ratio)
- Square (Desktop & Mobile): 1200 × 1200 px (1:1 ratio)
- Vertical (Mobile Only): 720 × 900 px (4:5 ratio)
- File Formats: JPG, PNG, or static GIF
- Max File Size: 5 MB
- Copy Limits:
- Introductory text: 150 characters recommended before truncation (600 max)
- Headline: Under 70 characters recommended (hard truncation after 70)
2. Video Ads
Video is essential for product demos, customer testimonials, and top-of-funnel storytelling. LinkedIn supports multiple orientations, though square and vertical perform best on mobile.
- Aspect Ratios & Resolutions:
- Landscape (16:9) – 1920 × 1080 px
- Square (1:1) – 1080 × 1080 px
- Vertical (4:5) – 1080 × 1350 px
- Full-Screen Vertical (9:16) – 1080 × 1920 px
- File Type: MP4
- File Size: 75 KB to 200 MB (up to 5 GB via Campaign Manager direct upload)
- Duration: 3 seconds to 30 minutes (performance typically peaks with 15-to-30-second assets)
- Copy Limits: Same as single image ads (150 chars for intro text, 70 chars for headline).
3. Carousel Ads
Carousels allow you to showcase a sequence of up to 10 swipeable cards, making them ideal for step-by-step guides, feature comparisons, or multi-product lineups.
- Card Dimensions: 1080 × 1080 px (1:1 square ratio)
- Number of Cards: 2 to 10 cards
- File Formats: JPG or PNG
- Max File Size: 10 MB per card
- Copy Limits:
- Introductory text: 255 characters max
- Card headline: 45 characters recommended
4. Document Ads
Document Ads let users read and download whitepapers, case studies, or ebooks directly inside the LinkedIn feed without navigating to an external landing page.
- File Types: PDF, PPT, PPTX, DOC, or DOCX
- Max File Size: 100 MB
- Page Limit: Up to 300 pages (shorter 5-to-15-page guides tend to convert better)
- Copy Limits:
- Introductory text: Under 160 characters recommended (600 max)
- Headline: 60 to 70 characters
5. Message & Conversation Ads
Sponsored Messaging delivers targeted content directly into a user’s LinkedIn Messaging inbox.
- Message Text: Up to 1,500 characters (Message Ads) or broken into conversational branches (Conversation Ads)
- Call-to-Action (CTA) Button: Up to 20–25 characters
- Optional Desktop Banner: 300 × 250 px (JPG or PNG, max 2 MB; appears on the right rail of desktop views only)
Quick Reference Summary Table
| Ad Format | Core Asset Dimension | Max File Size | Primary Text Limit |
| :— | :— | :— | :— |
| Single Image | 1200 × 1200 px (Square) | 5 MB | 150 chars (Intro) |
| Video | 1920 × 1080 px or 1080 × 1350 px | 200 MB+ | 70 chars (Headline) |
| Carousel | 1080 × 1080 px per card | 10 MB/card | 45 chars (Card Headline) |
| Document | PDF, PPT, DOC | 100 MB | 60–70 chars (Headline) |
Pro-Tip on Text Truncation: LinkedIn cuts off introductory text right around the 150-character mark and hard-stops headlines at 70 characters. Always place your hook, core value proposition, and call-to-action before these thresholds to ensure your message lands even if the reader doesn’t click “see more”.
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