Whether you’re an all round digital marketer or a specialist in paid social, it’s important to know the latest LinkedIn advert specs to maximising your campaign performance. As one of the leading B2B advertising platforms, LinkedIn has over 810 million users and offers a range of ad formats to help you reach your target audience. From sponsored content to dynamic ads, each format has specific requirements for images, videos, copy, and more. By keeping up-to-date with the latest LinkedIn ad specs, you can ensure that your ads are optimised for maximum impact and engagement.

Overview of LinkedIn Advert Specs

As well as audience targeting and placements, true success in LinkedIn Ads relies on designing and optimising visuals and copy that resonate with your target market and are suitable and meet the respective LinkedIn advert specs for the placement you are using. This guide will provide an overview of the latest LinkedIn ad specs including size, file formats, character limits and more. After understanding these specifications, you’ll be ready to create more effective advertisements across the platform.

LinkedIn Single Image Ad Specs

For single image ads, LinkedIn Ads recommends jpg, png or gif format images that meet the following image ratios:

1.91:1 – Horizontal – for desktop and mobile

Minimum: 640 x 360 pixels
Maximum: 7680 x 4320 pixels
Recommended: 1.91:1 – 1200 x 628 pixels

1:1 – Square – for desktop and mobile

Minimum: 360 x 360 pixels
Maximum: 4320 x 4320 pixels
Recommended: 1:1 – 1200 x 1200 pixels

1:1.91 – Vertical – for mobile only

Minimum: 360 x 640 pixels
Maximum: 1254 x 2400 pixels
Recommended:
1:1.91 – 628 x 1200 pixels
2:3 – 600 x 900 pixels
4:5 – 720 x 900 pixels

  • These image files should not exceed 5 MB
  • Headlines shouldn’t exceed 70 characters
  • Introductory text/Description should be no more than 150 characters

LinkedIn Carousel Ad Specs

Carousel Ads are images that scroll across the LinkedIn feed and offer potential customers an interactive way to learn more about a brand or product and interact with the advert itself.

For Carousels, LinkedIn Ads recommends jpg, png images that that meet the following image ratio:

1:1 – Square – for desktop and mobile

Recommended:
at least 1080 x 1080 pixels

  • Maximum file size 10 MB
  • You can have a minimum of 2 carousel cards and a maximum of 10 per Ad
  • Card headlines shouldn’t exceed 45 characters
  • Introductory text/Description, no more than 255 characters

At the time of writing, LinkedIn Carousel Ads do not support video.

LinkedIn Advert Specs – Video

Video is a highly engaging format for advertising on LinkedIn, to ensure that your video ad appears as intended, follow these design recommendations:

Video Format and Sound

Video ads on LinkedIn should be in MP4 format with AAC or MPEG4 sound. The recommended frame rate is 30 frames per second, and the duration can be between 3 seconds and 30 minutes. Video captions are optional, but the sound file size should be less than 64 KHz.

Ratio

While custom thumbnails are optional, they are highly recommended to capture the viewer’s attention. Video ads on LinkedIn can have one of four ratios: 4:5 (vertical, 0.8), 9:16 (vertical, 0.57), 16:9 (landscape, 1.78), and 1:1 (square, 1.0).

Text Recommendations

When designing your video ad, keep in mind the character limits for ad name (255 characters), headline (70 characters), and introductory text (150 characters).

Technical Requirements

The video file size for LinkedIn ads should be between 75 KB (minimum) and 200 MB (maximum), with a minimum width of 360 pixels and a maximum width of 1920 pixels. The minimum and maximum height are also 360 pixels and 1920 pixels, respectively. The aspect ratio tolerance is between 0.563 (9:16) and 1.778 (16:9).

Call-to-Action Options

LinkedIn video ads can include a call-to-action button with various options, such as Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join, Attend, or Request Demo.

Recommended Dimensions

Vertical (4:5):
Min 360 x 450 pixels
Max 1536 x 1920 pixels
Vertical (9:16):
Min 360 x 640 pixels
Max 1080 x 1920 pixels
Landscape (16:9):
Min 640 x 360 pixels
Max 1920 x 1080 pixels
Square (1:1):
Min 360 x 360 pixels
Max 1920 x 1920 pixels
Aspect ratio tolerance: 5%

Video Thumbnail File Format and Size

The video thumbnail file format can be either JPG or PNG, with a maximum file size of 2 MB. The aspect ratio and resolution should match the video.

LinkedIn Event Ad Specs

For LinkedIn Event Ads, the image ratio is set at 4:1 – this image will be pulled directly from the Event page you’re promoting.

When it comes to text, you have the option to include an Event name with up to 255 characters. Additionally, you can include an introductory text of up to 600 characters.

LinkedIn Document Ad Specs

For LinkedIn Document ads, there are specific design and technical recommendations you need to follow. First, your document should be in one of the following formats: PDF, DOC, DOCX, PPT, or PPTX, with a maximum file size of 100 MB. You also have the flexibility to choose from three aspect ratios: vertical, horizontal, or square, and it should not exceed 300 pages or 1 million words.

You can use any of the standard PDF layouts:

  • Letter: 8.5 by 11 inches
  • Tabloid: 11 by 17 inches
  • Legal: 8.5 by 14 inches
  • Statement: 5.5 by 8.5 inches
  • Executive: 7.25 by 10.5 inches
  • Folio: 8.5 by 13 inches
  • A3: 11.69 by 16.54 inches
  • A4: 8.27 by 11.69 inches
  • B4: 9.84 by 13.90 inches
  • B5: 6.93 by 9.84 inches

In terms of text recommendations, you have the option to include an ad name (up to 255 characters), a headline (up to 70 characters), and an introductory text (up to 150 characters) to grab the attention of potential viewers.

There are also some technical requirements to keep in mind for LinkedIn document ads. For instance, PDFs that contain multiple layers must be flattened or merged, and any PDFs with multiple sized pages must be fit to the same page size.

LinkedIn Text Ad Specs

For LinkedIn Text Ads, we have character limits, as with Google Ads, but also have the addition of a Logo that should be added:

Logo

You should use a logo that’s in JPG or PNG format, with a file size of no more than 2MB, and with dimensions of 100×100 pixels.

Text

As for the text in your ad, you should have a headline that’s no more than 25 characters and a description that’s no more than 75 characters.

LinkedIn Spotlight Ads

As with text ads Spotlight Ads consist of a Logo and Text, but also incorporate and optional background image.

Logo

You should use a logo that’s in JPG or PNG format, with a file size of no more than 2MB, and with dimensions of 100×100 pixels.

Background Image

For LinkedIn Spotlight Ads, you should use a background image that’s in JPG or PNG format, with a file size of no more than 2MB, and with dimensions of 300×250 pixels.

Text

As for the text in your Spotlight Ad, you should have a headline that’s no more than 50 characters and a description that’s no more than 70 characters. For your company name you can use up to 25 characters, and call to action 18 characters.

Conclusion

To ensure that your LinkedIn ads are designed and implemented to their fullest potential, it’s important to work with a knowledgeable and experienced PPC agency. At Algebra, we offer a range of Paid Media Services and specialise in creating targeted and effective LinkedIn ads that drive growth. Contact us today to learn more about how we can help.