LinkedIn Paid Ad Specs: Complete Guide & Sizes 2026

The Definitive Guide to LinkedIn Paid Ad Specs

Navigating B2B advertising on LinkedIn requires more than a compelling pitch—it demands technical precision. A single pixel error, an overlooked file size cap, or text truncation can instantly stall a high-budget campaign.

This comprehensive reference outlines the core dimensions, file constraints, and text limits for LinkedIn’s primary ad formats to ensure your campaigns launch smoothly and display perfectly across devices.

1. Single Image Ads

Single image ads remain a cornerstone for feed-based awareness and lead generation, appearing natively in desktop and mobile feeds.

• Landscape (1.91:1):
  • Recommended Size: $1200 times 627$ px or $1200 times 628$ px
  • Placements: Desktop and mobile
• Square (1:1):
  • Recommended Size: $1200 times 1200$ px
  • Placements: Desktop and mobile
• Vertical (4:5):
  • Recommended Size: $720 times 900$ px
  • Placements: Mobile only (offers higher vertical screen footprint)
• Technical Constraints:
  • File Types: JPG, PNG, or non-animated GIF
  • Max File Size: 5 MB
• Copy Limits:
  • Introductory Text: 150 characters recommended to avoid mobile truncation (up to 600 on desktop)
  • Headline: 70 characters recommended to avoid truncation

2. Video Ads

Video drives strong engagement for product demonstrations, customer testimonials, and brand storytelling.

• Landscape (16:9): $1920 times 1080$ px
• Square (1:1): $1080 times 1080$ px (up to $1920 times 1920$ px)
• Vertical (4:5 or 9:16): $720 times 900$ px (4:5) or $1080 times 1920$ px (9:16)
• Technical Constraints:
  • File Format: MP4
  • File Size: 75 KB to 500 MB
  • Duration: 3 seconds to 30 minutes (shorter, punchier assets typically yield better completion rates)
  • Frame Rate: 30 FPS recommended
• Copy Limits:
  • Introductory Text: 150 characters (mobile-safe)
  • Headline: 70 characters

3. Carousel Ads

Carousel ads let you showcase multiple products, unpack a step-by-step framework, or tell a sequential brand story using swipeable cards.

• Dimensions: $1080 times 1080$ px (1:1 aspect ratio)
• Card Count: 2 to 10 cards per ad
• Technical Constraints:
  • File Types: JPG, PNG, or non-animated GIF
  • Max File Size: 10 MB per card
• Copy Limits:
  • Card Headline: Maximum 2 lines of visible text (roughly 45 characters recommended)
  • Introductory Text: Up to 255 characters

4. Document Ads

Document ads allow you to gate or share high-value assets—such as whitepapers, industry reports, and presentation decks—directly inside the LinkedIn feed.

• Supported Formats: PDF, DOC, DOCX, PPT, or PPTX
• Technical Constraints:
  • Max File Size: 100 MB
  • Page Limit: Up to 300 pages
• Copy Limits:
  • Introductory Text: 150 characters (mobile safe)
  • Headline: 70 characters

5. Text & Dynamic Ads (Spotlight & Follower Ads)

Found primarily on the desktop right-rail, text and dynamic ads are efficient, conversion-oriented formats for driving website traffic or company page followers.

• Text Ads:
  • Logo Image: $100 times 100$ px (JPG or PNG, max 2 MB)
  • Headline: Max 25 characters
  • Description: Max 75 characters
• Spotlight Ads:
  • Company Logo: $100 times 100$ px (max 2 MB)
  • Optional Background Image: $300 times 250$ px (max 2 MB)
  • Headline: Max 50 characters
  • Description: Max 70 characters
  • CTA Button: Max 18 characters

6. Message & Conversation Ads

Delivered directly to target decision-makers’ LinkedIn Messaging inboxes, these conversational formats achieve high open and interaction rates.

• Optional Desktop Banner: $300 times 250$ px (JPG or PNG, max 2 MB; desktop view only)
• Copy Limits (Conversation Ads):
  • Message Body: Up to 500 characters per text block
  • Custom Footer / Terms: Up to 2,500 characters
  • Call-to-Action (CTA) Button: Max 25 characters

Quick Best Practices for Campaign Success

• Design for Mobile First: Over 60% of LinkedIn traffic occurs on mobile devices. Vertical (4:5) single-image and video ads capture significantly more screen estate than landscape alternatives.
• Respect the Safe Zones: Keep critical branding elements, logos, and value propositions away from the bottom and top edges where native UI elements (like video play buttons or timestamps) overlay the creative.
• Test Before You Scale: Run a minor QA batch using preview links in Campaign Manager to ensure text overlays do not cut off awkwardly on smaller mobile viewports.