The Ultimate Guide to LinkedIn Ad Sizes: Specs, Best Practices, and Formats for Success

When it comes to B2B marketing, LinkedIn is the premier platform for reaching decision-makers, industry professionals, and high-value prospects. However, even the most compelling copy and well-targeted audience will fall flat if your creative assets look pixelated, awkward, or get cropped improperly.

Platform-specific dimensions change regularly, and adhering to the correct LinkedIn ad sizes is non-negotiable for maintaining a professional brand image and maximizing your return on ad investment (ROAI).

Whether you’re launching a brand awareness campaign with Single Image Ads, nurturing leads with Carousel Ads, or driving conversions through Message Ads, here is your comprehensive, up-to-date guide to LinkedIn ad sizes, formats, and design best practices.

1. Single Image Ads

Single Image Ads appear directly in the LinkedIn feed, making them one of the most common and versatile formats for driving traffic, generating leads, or increasing brand awareness.

• Recommended Aspect Ratio: 1:1 (Square) or 1.91:1 (Landscape) / 9:16 (Vertical)
• Recommended Resolution (Square): 1200 x 1200 pixels
• Recommended Resolution (Landscape): 1200 x 627 pixels
• Recommended Resolution (Vertical): 600 x 1060 pixels (or similar 9:16 ratio)
• File Types: JPG, PNG, or GIF (non-animated)
• Maximum File Size: 5 MB

Design Tip: Because feeds are fast-paced, use high-contrast imagery and keep critical text elements centered to avoid awkward cropping across different mobile and desktop viewports.

2. Carousel Ads

Carousel Ads allow you to showcase multiple swiping cards within a single ad unit. This format is ideal for telling a step-by-step story, highlighting different product features, or presenting a series of statistics.

• Recommended Aspect Ratio: 1:1 (Square)
• Recommended Resolution: 1080 x 1080 pixels
• File Types: JPG or PNG
• Maximum File Size: 10 MB per card
• Number of Cards: 2 to 10 cards per ad

Design Tip: Maintain a consistent design theme or background color across all cards to create a cohesive visual narrative that encourages users to swipe through to the final card.

3. Video Ads

Video is one of the most engaging ways to capture attention on LinkedIn, whether you are sharing customer testimonials, product walkthroughs, or company culture highlights.

• Aspect Ratios & Resolutions:
  • Horizontal (16:9): 1920 x 1080 pixels (Minimum: 640 x 360)
  • Square (1:1): 1080 x 1080 pixels (Minimum: 360 x 360)
  • Vertical (9:16): 1080 x 1920 pixels (Minimum: 360 x 640)
• File Types: MP4
• Max File Size: 200 MB
• Video Length: 3 seconds to 30 minutes (though 15–30 seconds typically yields the highest engagement for top-of-funnel campaigns).

Design Tip: Many users watch LinkedIn videos with the sound off. Always burn open captions or subtitles directly into the video file to ensure your message gets across regardless of audio settings.

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

Dynamic ads automatically personalize themselves using data from the target user’s LinkedIn profile, such as their photo, company name, or job title.

• Company Logo / Custom Image Size: 100 x 100 pixels (Minimum)
• File Types: JPG or PNG
• Maximum File Size: 2 MB
• Headline: Up to 50 characters
• Description: Up to 70 characters

Design Tip: For Spotlight ads offering a resource or ebook, use a clear product mock-up or cover image as the custom image to drive higher click-through rates.

5. Message Ads (Sponsored Messaging)

Message Ads deliver targeted, direct communications straight to a user’s LinkedIn Messaging inbox, acting much like an email marketing campaign tailored for high-intent networking.

• Banner Image (Optional Desktop Companion): 300 x 250 pixels
• Banner File Types: JPG, GIF (non-animated), or PNG
• Max Banner File Size: 2 MB
• Custom Footer/Disclaimer Text: Up to 2,500 characters
• Call to Action (CTA) Button: Up to 20 characters

Design Tip: Keep conversational text brief, personalized, and conversational. Avoid sounding overly robotic or sales-heavy right out of the gate.

Summary Best Practices for LinkedIn Ad Creatives

1. Mind the Safe Zones: Keep logos, key headings, and important CTA text away from the edges of your images and videos to prevent them from being cut off by UI elements or dynamic cropping.
2. Optimize for Mobile: More than half of LinkedIn’s traffic originates from mobile devices. Always preview your ads on both desktop and mobile viewports before hitting publish.
3. Less is More: B2B buyers are busy professionals. Keep ad copy punchy, headlines clear, and imagery uncluttered so your value proposition is understood within the first two seconds of viewing.

By respecting these technical dimensions and matching them with compelling messaging, you’ll ensure your brand looks sharp, professional, and ready to convert on the world’s leading professional network.