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LinkedIn Ad Specs: Full Guide for 2023

Maximize your LinkedIn advertising efforts with our full guide to LinkedIn Ad specs. From Sponsored Content to Sponsored Messaging Ads, uncover the specifications for each ad type on this giant social platform.

Did you know LinkedIn is home to over 900 million users worldwide in 2023? That's right. The professional networking platform has over 65 million active decision-makers in organizations. Be it your CEO, manager, director, or whichever job title, there's a high chance that they are on LinkedIn.

Linked ads allow you to strategically position your brand before these decision-makers and establish meaningful connections to drive your business toward success. However, if you want your LinkedIn ads to make a lasting impact, it's crucial to pay attention to LinkedIn ad sizes. In this blog post, we'll discuss more about LinkedIn ad specs so you know what is acceptable on the platform when it comes to ads.

Types of LinkedIn Ads

LinkedIn Ads

There are several types of ads available on LinkedIn. These ads are classified into Sponsored Content, Sponsored Messaging Ads, and Text and Dynamic Ads.

  • With Sponsored Content, you can promote your posts in the LinkedIn news feed using the below ad types:
  • Video Ads
  • Single Image Ads
  • Carousel Ads
  • Documents Ads
  • Event Ads
  • Sponsored Messaging Ads allow users to contact their audience via LinkedIn Messaging using Conversation Ads.
  • Text and Dynamics ads allow you to run advertisements in the LinkedIn right rail using Text Ads, Spotlight Ads, and Followers Ads.

LinkedIn Ad Specs

LinkedIn-sponsored ads are available in different types. Below are some of the common types you might want to check out:

Sponsored Content – Single Image Ads

Single Image ads are some of the most popular and most used LinkedIn Ads formats. These ads allow you to promote your message directly in the news feed and can be targeted to a specific audience across mobile and desktop devices. LinkedIn Single Image Ads are formatted as follows:

  • Ad Name (Optional): Single Image Ads name should have a maximum of 255 characters.
  • Headline: LinkedIn recommends keeping your headline within 70 characters. This ensures that your headlines remain concise and readable across all devices.
  • Description: The description should be about 70 characters. This is only necessary if you use LinkedIn Audience Network (LAN).
  • URLs: The URLs should include http:// or https:// and up to 2000 characters for the destination link.
  • Squire Image Ratio: The recommended ratio for squire images is 1:1. These images can also be displayed on mobile and desktop.
  • Horizontal Image Ratio: The recommended ratio for horizontal images is 1.91:1. The images can be displayed on both desktop and mobile.
  • Vertical Image Ratio: LinkedIn recommends a ratio of 1:1.91. This type of image is purposed for mobile display screens.
  • Ad Image Type: You should use a JPG, PNG, or GIF file
  • Ad Image Size: The file size should be 5MB or less.
  • Introductory Text: You need to use 150 characters or less to avoid truncation
  • Call to Action (CTA): You can choose the most relevant from the premade CTAs, which include Subscribe, Learn More, Apply, Download, Request Demo, Join, Apply, Sign Up, Register, and View Quote.

Sponsored Content – Video Ads

Video Ads

Video Ads are Sponsored Content so that these ads will appear in the LinkedIn news feed. LinkedIn Video Ads are formatted as follows:

  • Ad Name (optional): The name of your video ad should have 255 characters or less.
  • File Format: The file format of your video must be MP4.
  • File Size: Minimum video file size should be 75 KB, and the Maximum should be 200 MB.
  • Headline: The recommended headline length is 150 characters. However, you can use up to 200 characters for your headline.
  • Video Captions: These are descriptions of the video. It is Optional.
  • Introductory Text: The introductory text should be 150 characters, but you can use up to 600 characters.
  • Video Duration: The recommended length for video ads on LinkedIn is between 3 seconds and 30 minutes.
  • Video Thumbnails: Use a JPG or PNG file that is 2 MB or less. The ratio and resolution need to match that of your video.
  • Call to Action: Select the most relevant CTA from a list of the numerous CTAs provided by LinkedIn.
  • URLs: Must include http:// or https://. Use up to 2000 characters for the destination field URL.
  • Video Sound Format: Must be AAC or MPEG4.
  • Video Dimensions: there are two options for this:
  1. Vertical (9:16): Minimum – 360 x 640 px, Maximum – 1080 x 1920 px.
  2. Squire (1:1): Minimum – 360 x 360 px, Maximum – 1920 x 1920 px.
  3. Landscape (16:9): Minimum – 640 x 360 px, Maximum – 1920 x 1080 px.

Sponsored Content – Carousel Ads

As Sponsored Content, Carousel Ads also appear in the LinkedIn feeds. These ads allow you to tell a more comprehensive story or showcase various products in a single ad. LinkedIn Ad specs for Carousel Ads are:

  • Ad Name (Optional): LinkedIn recommends using 255 characters for the carousel ads name.
  • Introductory Text: The introductory text should have up to 255 characters.
  • Recommended Resolution: Use at least 1080 x 1080 px.
  • Card Headline: Keep the card headline within 45 characters.
  • Number of Cards: Should be between 2 and 10 cards.
  • File Type: JPG or PNG only.
  • Maximum File Size: The maximum size should be 10 MB.
  • URLs: Needs to have http:// or https:// and up to 2000 characters for the destination link.
  • Ratio: Recommended ratio for Carousel ads is 1:1.

Sponsored Content – Document Ads

Document Ads allow you to promote case studies, whitepapers, or eBooks by displaying a preview of your document in the LinkedIn feed. LinkedIn Ad specs for Document Ads are:

  • Ad Name (Optional): Up to 255 characters.
  • Introductory Text: Up to 150 characters.
  • File Type: Use PDF, DOC, PPT, DOCX, or PPTX.
  • Headline: Up to 70 characters.
  • File Size: The maximum size should be 100 MB.
  • Number of Pages: LinkedIn recommends under ten pages, but you can use up to 300 pages.
  • Recommended PDF Layouts should have these specs:
  1. Tabloid: 11” x 17”
  2. Legal: 8.5” x 14”
  3. Letter: 8.5” x 11”
  4. A3: 11.69” x 16.54”
  5. A4:8.27” x 11.69”
  6. Statement: 5.5” x 8.5”
  7. Executive:7.25” x 10.5”
  8. B4: 9.84” x 13.90”
  9. Folio: 8.5” x 13”
  10. B5: 6.93” x 9.84”

Sponsored Content – Event Ads

Event Ads

Event Ads allow you to promote upcoming events, such as webinars and conferences, to a defined audience, and they appear in the LinkedIn feeds. LinkedIn Ad specs for Events Ads are:

  • Event Name (Optional): Use up to 255 characters.
  • Image Ratio: Recommended image ratio is 4:1.
  • Introductory Text: Up to 600 characters.
  • URLs: http:// or https:// prefix. Use up to 2000 characters for the destination field URL.

Sponsored Messaging – Conversation Ads

Conversations Ads provides a highly interactive and engaging way to connect with business professionals and those in decision-making roles via LinkedIn Messaging. LinkedIn Ad specs for Conversation Ads are:

  • Ad Name (Optional): Use 255 characters max.
  • Call to Action: Should have 25 characters or less.
  • URLs: http:// or https:// prefix required. Use up to 1024 characters for the destination link.
  • Banner File Type (Optional): JPG or PNG only.
  • Message Text: Should be up to 500 characters.
  • Banner Image Size (Optional): LinkedIn recommends an image size of 300 x 250 px. It should be up to 2 MB.
  • Custom Footer: Use 2500 characters or less.

Text and Dynamic Ads – Text Ads

Text Ads

LinkedIn Text Ads are found at the top of the feed or on the side rails of LinkedIn. With Text Ads, you can create, manage and optimize concise and compelling ad copy to reach your target audience effectively. And eventually, drive leads to your business. LinkedIn Ad specs for Text Ads are:

  • Headline: Use up to 25 characters.
  • URLs: http:// or https:// only. Use up to 2000 characters for the destination link.
  • Description: Use up to 75 characters.
  • Call To Action: Use one of the several CTAs provided by LinkedIn.
  • Logo File Type and Size: Use a PNG or JPG file that's 2 MB or smaller.
  • Logo Image Dimension: Should be 100 x 100 px.

Text and Dynamic Ads – Spotlight Ads

Spotlight Ads are Dynamic ads that send members to your website or landing page instantly. LinkedIn Ad specs for Spotlight Ads are:

  • Ad Headline: Up to 50 characters.
  • Company Name: Should be 25 characters.
  • Description: Use up to 70 characters.
  • Company Logo File Type and Size: Must be a JPG or PNG file that is 2 MB or smaller.
  • Company Logo Size: Needs to be 100 x 100 px.
  • URLs: Should be the http:// or https:// prefix. Use 500 characters for the destination field URL.
  • Call To Action: Up to 18 characters. Select from the CTAs available.
  • Background Image File Type and Size (Optional): PNG or JPG file 2 MB.
  • Background Image Dimensions (Optional): 300 x 250 px.

Text and Dynamic Ads – Follower Ads

Follower Ads

Follower Ads are a powerful tool for growing your audience and increasing your brand awareness. These ads encourage LinkedIn users to follow your LinkedIn or Showcase Page. LinkedIn Ad specs for Followers Ads are:

  • Company Name: Use 25 characters or less.
  • Headline: Use up to 50 characters.
  • Description: Up to 70 characters.
  • Company Logo Size: 100 x 100 px.
  • Company Logo File Type and Size: JPG or PNG file that's 2 MB or smaller.
  • Call to Action: Use the available CTAs.

Final Words

LinkedIn Ads provide an effective way to reach and engage with professionals and decision-makers in organizations. Each ad type discussed above offers unique opportunities to showcase your brand, drive engagement and achieve your marketing objectives. Whether you choose Single Image Ads, Video Ads, Text Ads, or any other type, remember to follow the LinkedIn Ads sizes mentioned in this guide.