The Complete Guide to LinkedIn Ad Sizes and Technical Specifications

When you are spending B2B marketing dollars, nothing halts momentum faster than a rejected campaign or a distorted graphic. LinkedIn has a reputation for being precise—and unforgiving—when it comes to asset dimensions. A minor mismatch in aspect ratio can lead to awkward cropping, text truncation, or an outright administrative rejection in Campaign Manager.

Whether you are scaling account-based marketing (ABM) campaigns, launching product carousels, or pushing thought-leadership video content, getting your design parameters right the first time is essential.

1. Single Image Ads (Sponsored Content)

Single image ads are the backbone of B2B prospecting. They appear directly in the professional feed and support three distinct aspect ratios, depending on whether you want a landscape look, a balanced square, or a high-impact vertical canvas on mobile.

Specifications

• Landscape (1.91:1): 1200 × 628 pixels (Recommended)
• Square (1:1): 1200 × 1200 pixels (Recommended)
• Vertical (4:5): 720 × 900 pixels (Mobile only)
• File Types: JPG, PNG, or non-animated GIF
• Max File Size: 5 MB

Copy Limits

• Introductory Text: Keep under 150 characters to prevent mobile truncation (though up to 600 characters are allowed on desktop).
• Headline: 70 characters max recommended to ensure full visibility.

2. Carousel Image Ads

Carousels let you tell a sequential story, display a product suite, or break down a complex framework into manageable swipeable cards.

Specifications

• Card Dimensions: 1080 × 1080 pixels (1:1 Square recommended for consistent scaling across devices)
• Card Count: 2 to 10 cards per carousel
• File Types: JPG, PNG, or static GIF
• Max File Size: 10 MB per card

Copy Limits

• Card Headline: 45 characters max
• Description: 255 characters max

Pro Tip: Keep your visual style uniform across all cards. Mixing landscape and square dimensions within the same carousel breaks the user experience and often triggers layout warnings.

3. Video Ads

Video is unmatched for building top-of-funnel brand authority or demonstrating software workflows. LinkedIn supports multiple orientations to fit how professionals hold their devices.

Specifications

• Landscape (16:9): 1920 × 1080 pixels
• Square (1:1): Up to 1920 × 1920 pixels
• Vertical (4:5): 720 × 900 pixels (Highly recommended for mobile feed retention)
• Vertical (9:16): 720 × 1280 to 1080 × 1920 pixels
• File Format & Limits: MP4 format, 75 KB to 500 MB file size, 3 seconds to 30 minutes in duration.

4. Text and Dynamic Ads (Spotlight & Follower Ads)

Found on the desktop right-rail, text and dynamic ads are cost-effective methods for driving steady follower growth or lead generation magnets.

• Text Ads: Feature a compact 100 × 100 pixel logo (JPG/PNG, max 2 MB), a headline capped at 25 characters, and a description capped at 75 characters.
• Spotlight Ads: Feature a 100 × 100 pixel company logo alongside an optional 300 × 250 pixel custom background image. Headlines are limited to 50 characters and descriptions to 70 characters.

Quick Reference Summary Table

| Format | Recommended Dimensions | Max File Size | File Types |
| :— | :— | :— | :— |
| Single Image (Square) | 1200 × 1200 px | 5 MB | JPG, PNG, GIF |
| Single Image (Landscape) | 1200 × 628 px | 5 MB | JPG, PNG, GIF |
| Carousel Cards | 1080 × 1080 px | 10 MB per card | JPG, PNG, GIF |
| Video Ads (4:5 Vertical) | 720 × 900 px | 500 MB | MP4 |
| Text Ad Logo | 100 × 100 px | 2 MB | JPG, PNG |
| Spotlight Background | 300 × 250 px | 2 MB | JPG, PNG |