The Ultimate Guide to LinkedIn Paid Ad Specs: Dimensions, Limits, and Creative Best Practices

Running B2B campaigns on LinkedIn offers unparalleled professional targeting, but it also comes with rigid technical guardrails. Designing a high-converting campaign starts with nailing the technical specifications. If your creatives miss the mark by even a few pixels, LinkedIn may reject them, crop them awkwardly, or—worse—deliver them with low-quality compression that hurts your brand reputation.

Whether you are launching single image ads, carousels, video campaigns, or text formats, this comprehensive guide breaks down the essential ad specs, copy limits, and design blueprints to ensure your next campaign goes off without a hitch.

1. Single Image Ads

Single image ads appear directly in the target audience’s feed, making them a staple for brand awareness, lead generation, and content promotion.

• Aspect Ratios & Recommended Sizes:
  • Square (1:1): $1200 times 1200text{ pixels}$ (Recommended for cross-device delivery, maximizing mobile screen space)
  • Landscape / Horizontal (1.91:1): $1200 times 628text{ pixels}$ (Ideal for desktop and standard link previews)
  • Vertical (4:5): $720 times 900text{ pixels}$ (Great for mobile-first engagement; note that vertical images do not deliver on desktop)
• File Types: JPG, PNG, or GIF (non-animated)
• Max File Size: 5 MB
• Copy Limits:
  • Introductory text: Up to 150 characters (recommended to keep critical messaging within the first 100 characters before truncation).
  • Headline: Up to 70 characters.
  • Destination URL: Up to 2,000 characters.

2. Carousel Ads

Carousels allow you to tell a visual story, highlight multiple product features, or showcase a step-by-step framework using a series of swipeable cards.

• Card Specifications:
  • Number of Cards: 2 to 10 cards per ad.
  • Aspect Ratio: 1:1 square.
  • Recommended Dimensions: $1080 times 1080text{ pixels}$.
• File Types: JPG or PNG
• Max File Size: 10 MB per card asset
• Copy Limits:
  • Card Headline: Up to 45 characters.
  • Introductory Text: Up to 255 characters.

3. Video Ads

Video is one of the most effective tools for building trust and explaining complex B2B solutions. LinkedIn supports a wide range of video orientations.

• Aspect Ratios & Recommended Dimensions:
  • Square (1:1): $1080 times 1080text{ pixels}$
  • Vertical (4:5): $1080 times 1350text{ pixels}$ (Highly recommended for mobile feed presence)
  • Vertical (9:16): $1080 times 1920text{ pixels}$
  • Landscape (16:9): $1920 times 1080text{ pixels}$
• File Type: MP4
• File Size Range: 75 KB (min) to 500 MB (max)
• Duration: 3 seconds to 30 minutes (though 15–30 seconds typically yields optimal engagement for top-of-funnel goals).
• Frame Rate & Audio: 30 frames per second recommended; AAC or MPEG4 audio format.
• Thumbnails: Optional custom thumbnail (JPG or PNG, max 2 MB, matching video aspect ratio).

4. Text and Spotlight Ads (Right-Rail Formats)

These desktop-centric formats are excellent for lead generation, follower growth, and driving quick website traffic with minimal design overhead.

• Text Ads:
  • Logo Dimensions: $100 times 100text{ pixels}$ (JPG or PNG, max 2 MB)
  • Headline: Up to 25 characters
  • Description: Up to 75 characters
• Spotlight Ads (Dynamic Personalization):
  • Logo Dimensions: $100 times 100text{ pixels}$ (JPG or PNG, max 2 MB)
  • Background Image (Optional): $300 times 250text{ pixels}$ (max 2 MB)
  • Headline: Up to 50 characters
  • Description: Up to 70 characters
  • Call to Action (CTA): Up to 18 characters

Quick Reference Summary Table

| Ad Format | Recommended Dimensions | Max File Size | Primary File Types | Key Copy Limit |
| :— | :— | :— | :— | :— |
| Single Image (Square) | $1200 times 1200text{ px}$ | 5 MB | JPG, PNG | Intro: 150 char / Headline: 70 char |
| Single Image (Landscape) | $1200 times 628text{ px}$ | 5 MB | JPG, PNG | Intro: 150 char / Headline: 70 char |
| Carousel Card | $1080 times 1080text{ px}$ | 10 MB per card | JPG, PNG | Card Headline: 45 char |
| Video Ad | $1920 times 1080text{ px}$ or $1080 times 1350text{ px}$ | 500 MB | MP4 | Intro: 150 char / Headline: 70 char |
| Text Ad | $100 times 100text{ px}$ (Logo) | 2 MB | JPG, PNG | Headline: 25 / Desc: 75 char |

Pro-Tips for LinkedIn Ad Design Success

1. Design Safe Zones: Keep critical branding, text overlays, and product imagery centered. Avoid placing important text near the bottom-right or top corners where native platform UI overlays (like video duration stamps or sponsored labels) might clip them.
2. Prioritize Mobile: Over 60% of LinkedIn traffic originates from mobile devices. Designing square ($1:1$) or vertical ($4:5$) creatives guarantees significantly more screen real estate than traditional horizontal assets.
3. Contrast and Clarity: Professional audiences skim quickly. Use high-contrast color palettes and concise headlines that clearly articulate the value proposition within the first two seconds of exposure.