LinkedIn Paid Ad Specs: Sizes and Dimensions

Mastering LinkedIn Paid Ad Specs: The Ultimate Blueprint for High-Performing Campaigns

Navigating LinkedIn’s advertising ecosystem requires more than just a compelling message; it demands absolute technical precision. Even the most creative B2B campaign will stall if it violates file size boundaries, experiences awkward text truncation, or utilizes incorrect aspect ratios.

1. Single Image Ads

Single image ads are the backbone of LinkedIn feeds, appearing natively on both desktop and mobile devices.

• Aspect Ratios & Dimensions:
  • Square (1:1): $1200 times 1200text{ pixels}$ (Recommended for balanced feed presence)
  • Landscape (1.91:1): $1200 times 628text{ pixels}$ (Traditional link-preview style)
  • Vertical (4:5): $720 times 900text{ pixels}$ (Mobile-optimized to maximize screen estate)
• File Requirements: JPG, PNG, or non-animated GIF; maximum file size of 5 MB.
• Copy Limits:
  • Introductory text: 150 characters recommended (up to 600 max before truncation).
  • Headline: 70 characters recommended to prevent cutoff (up to 200 max).

2. Video Ads

Motion captures attention quickly in a professional feed, but LinkedIn video files must adhere strictly to performance guidelines to ensure smooth playback.

• Aspect Ratios & Dimensions:
  • Landscape (16:9): $1920 times 1080text{ pixels}$
  • Square (1:1): $1920 times 1920text{ pixels}$ (or $1080 times 1080$)
  • Vertical (4:5 or 9:16): $720 times 900text{ pixels}$ or $1080 times 1920text{ pixels}$ (ideal for mobile execution)
• File Requirements: MP4 format, file size between 75 KB and 500 MB.
• Duration: 3 seconds minimum up to 30 minutes maximum (though high-converting B2B videos typically perform best between 15 to 30 seconds).

3. Carousel Ads

Carousels allow you to tell a sequential story, display a product suite, or break down multi-step frameworks across multiple swipeable cards.

• Card Specifications:
  • Dimensions: $1080 times 1080text{ pixels}$ minimum ($1:1$ aspect ratio).
  • Card Count: 2 to 10 cards per ad.
  • File Size: Maximum 10 MB per card (JPG, PNG, or non-animated GIF).
• Copy Limits:
  • Card Headline: 45 characters max (when linking to a landing page).
  • Introductory Text: 255 characters max (150 recommended to avoid initial cutoff).

4. Document Ads

If your goal is deep-funnel lead generation through whitepapers, research reports, or guides, Document Ads let users read content directly inside the LinkedIn feed.

• File Requirements: PDF, PPT, PPTX, DOC, or DOCX formats.
• Capacity: Up to 100 MB and a maximum of 300 pages.
• Layouts: Supports standard vertical, horizontal, or square document configurations.

Quick Optimization Checklist

• Always design mobile-first: The majority of decision-makers browse LinkedIn on mobile devices, making square ($1:1$) and vertical ($4:5$) orientations your safest default choices.
• Mind the truncation thresholds: Keep core value propositions within the recommended character limits to prevent your copy from ending with an ellipsis (…).
• Double-check file compressions: Keep single images under 5 MB and videos under 500 MB to prevent upload failures during campaign deployment.

What specific LinkedIn campaign objective or format are you planning to build next?