The Ultimate Guide to LinkedIn Ad Sizes and Specs

When you are investing marketing budget into B2B advertising, the last thing you want is for your creative to look pixelated, cut off, or unprofessional. On LinkedIn—the premier digital networking hub for decision-makers and professionals—first impressions are everything. If your ad asset is awkwardly cropped, potential clients will scroll right past it.

Getting your dimensions right is the foundational step of any successful LinkedIn campaign. This comprehensive guide breaks down the exact sizing requirements, file formats, and best practices for every major LinkedIn ad format to help your brand stand out in the feed.

1. Single Image Ads (The Feed Workhorse)

Single image ads are the most common and versatile format on LinkedIn. They sit directly in the user’s feed, making them ideal for brand awareness, lead generation, and content promotion.

LinkedIn supports three core aspect ratios for single image ads:

• Landscape (1.91:1):
  • Recommended Size: 1200 x 628 pixels
  • Where it displays: Desktop and mobile
• Square (1:1):
  • Recommended Size: 1200 x 1200 pixels
  • Where it displays: Desktop and mobile (offers a larger footprint in the feed than landscape)
• Vertical (4:5):
  • Recommended Size: 720 x 900 pixels
  • Where it displays: Mobile only (maximizes screen real estate for mobile scrollers)

Technical Specs:

• File Types: JPG, PNG, or non-animated GIF
• Maximum File Size: 5 MB

2. Video Ads (Motion and Engagement)

Video is one of the most powerful tools for building trust and explaining complex B2B solutions. LinkedIn supports multiple aspect ratios to accommodate how users hold their devices.

• Square (1:1): Up to 1920 x 1920 pixels
• Vertical (4:5): 720 x 900 pixels recommended (up to 1080 x 1350 pixels)
• Vertical (9:16): 720 x 1280 pixels recommended (up to 1080 x 1920 pixels)
• Landscape (16:9): 1920 x 1080 pixels

Technical Specs:

• File Format: MP4
• File Size Range: 75 KB to 500 MB
• Duration: 3 seconds to 30 minutes (though 15 to 30 seconds yields the highest completion and engagement rates)
• Thumbnails: Custom thumbnails are strongly recommended. They must match the video’s aspect ratio and be under 2 MB (JPG or PNG).

Pro Tip: Because LinkedIn videos auto-play silently in the feed, open-captioning your videos is non-negotiable. Upwards of 80% of users watch professional feeds with the sound off.

3. Carousel Ads (Storytelling & Product Depth)

Carousel ads allow you to showcase multiple images or a sequential narrative within a single ad slot.

• Card Resolution: 1080 x 1080 pixels (1:1 aspect ratio)
• Number of Cards: 2 to 10 cards per carousel
• File Formats: JPG, PNG, or non-animated GIF
• Max File Size: 10 MB per card

4. Document Ads (Gated Thought Leadership)

Document ads let you upload native PDFs, slide decks (PPT/PPTX), or word files (DOC/DOCX) directly into the feed. Users can flip through whitepapers, research reports, or case studies without leaving LinkedIn.

• File Formats: PDF, DOC, DOCX, PPT, PPTX
• Maximum File Size: 100 MB
• Page Limit: Up to 300 pages (though shorter, punchier assets usually perform better)

5. Text, Spotlight, and Message Companion Banners

For right-rail placements or messaging campaigns, dimensions are much stricter because space is limited.

• Text Ads (Logo): 100 x 100 pixels (JPG or PNG, max 2 MB)
• Spotlight Ads (Logo & Background): 100 x 100 pixels for the company logo, with an optional 300 x 250 pixels background image.
• Message & Conversation Ads (Desktop Banner): If you are running Sponsored Messaging, you can include an optional 300 x 250 pixels desktop companion banner (JPG or PNG, max 2 MB).

Quick-Reference Cheat Sheet

| Ad Format | Recommended Dimensions | Max File Size | Accepted File Types |
| :— | :— | :— | :— |
| Single Image (Square) | 1200 x 1200 px | 5 MB | JPG, PNG, GIF |
| Single Image (Landscape) | 1200 x 628 px | 5 MB | JPG, PNG, GIF |
| Single Image (Vertical) | 720 x 900 px | 5 MB | JPG, PNG, GIF |
| Video Ads | Up to 1920 x 1080 px (16:9) / 1080 x 1350 px (4:5) | 500 MB | MP4 |
| Carousel Cards | 1080 x 1080 px | 10 MB per card | JPG, PNG, GIF |
| Document Ads | N/A (Native upload) | 100 MB | PDF, DOCX, PPTX |
| Text Ads (Logo) | 100 x 100 px | 2 MB | JPG, PNG |

Final Best Practices for Campaign Success

1. Design for Mobile First: Over 60% of LinkedIn traffic originates on mobile devices. Prioritize square (1:1) and vertical (4:5) frames to command more screen space.
2. Keep Text Clear and Legible: Avoid putting crucial text or logos near the extreme edges of your images or video frames, where platform UI elements (like time stamps or CTA overlays) might clip them.
3. Double-Check Copy Limits: In addition to visual specs, watch your character counts. Keeping intro text under 150 characters prevents your main hooks from getting truncated behind a “see more” link.

By aligning your design workflows with these specifications, you will ensure your campaigns pass platform reviews smoothly and capture the attention of high-value professionals.