LinkedIn advertising provides a powerful way to reach your target B2B and professional audience. But in order to create effective, compliant ads on LinkedIn that drive results, it’s important to understand the various creative specifications and requirements for each ad format.
This comprehensive guide will walk through the key specs, dimensions, text limits, file types, and best practices for every LinkedIn ad format.
Why LinkedIn Ads Specs Matter
Paying close attention to LinkedIn’s ad specs ensures your ads look polished, professional, and compatible across devices. Ads that don’t meet the requirements may get rejected or underperform. Following the guidelines also allows your ads to serve accurately to your target audiences.
Additionally, adhering to character limits and recommended aspect ratios prevents your ad copy from being cut off abruptly or images distorted. Overall, properly formatted ads lead to:
- Higher ad approval rates
- Reduced ad traffic disruption
- Better visibility, engagement and clickthrough rates
- Professional brand representation
- Accurate analytics and optimization
So take the time up front when creating your ads on LinkedIn to get the specs right. Let’s dive into the requirements for each ad format.
LinkedIn Single Image Ad Specs
Single image ads are a common format on LinkedIn that allow advertisers to pair an image with a headline, body text, and call-to-action button leading to a landing page.
Here are the key specs for setting up compliant LinkedIn single image ads:
Recommended Image Types/Files
- JPG, PNG, or GIF
- File size: under 5 MB
Image Aspect Ratios
- 1.91:1 horizontal – 1200 x 628 pixels (desktop + mobile)
- 1:1 square – 1200 x 1200 pixels (desktop + mobile)
- 1:1.91 vertical – 628 x 1200 pixels (mobile only)
Text Limits
- Ad Name: 255 characters
- Headline: 70 characters
- Body Text: 150 characters
Call-to-Action Options
These are common single image ad call-to-action options:
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
Landing Page Requirements
- Valid URL required starting with http:// or https://
- 2000 max characters in URL field
Following these precise single image ad specifications when setting up your campaign ensures your ads look sharp and drive optimal engagement across desktop and mobile.
LinkedIn Video Ad Specifications
Video ads on LinkedIn allow advertisers to showcase video content natively in-feed to capture audience attention. Here are the key video ad specs:
Recommended Video File Type/Format
- MP4
- AAC or MPEG4 audio codecs
Ideal Video Length
- Minimum: 3 seconds
- Maximum: 10 minutes
- Optimal: 15-30 seconds
Aspect Ratios
- 16:9 Landscape
- 9:16 Vertical
- 4:5 Vertical
- 1:1 Square
Video File Size
- Minimum: 75 KB
- Maximum: 200 MB
Text Limits
- Headline: 70 characters (200 max)
- Body text: 150 characters (600 max)
Thumbnail Image
- JPG or PNG format
- Match video resolution/aspect ratio
- Under 2 MB file size
Call-to-Action Options
Same as single image ads above
Landing Page URL
- Valid landing page URL required
- 2000 max characters
By following these specs when uploading your video file, setting the thumbnail, and properly formatting the headline and body text, your LinkedIn video ads will deliver smoothly across devices and engage your target audience.
LinkedIn Carousel Ad Specifications
Carousel ads on LinkedIn allow advertisers to create a swipeable series of image cards, each leading to a different page. Here are the key specs to properly set up LinkedIn Carousel Ads:
Number of Cards
- Minimum: 2
- Maximum: 10
Image File Type
- JPG or PNG (no videos)
Image File Size
- Under 10 MB per card
Image Resolution
- Minimum 1080 x 1080 pixels
- 1:1 square ratio recommended
Text Limits
- Ad Name: 255 characters
- Card Headline: 45 characters
- Intro Text: 150 characters
Call-to-Action Button
- Customizable for Lead Gen objective only
Landing Page URL
- Unique URL can be set per card
- 2000 max characters
Following these specifications when building your LinkedIn Carousel Ads ensures they look visually appealing and drive clicks through to your desired landing pages.
LinkedIn Message Ad Specifications
Sponsored Messages on LinkedIn enable advertisers to promote customized messages directly into the LinkedIn Messaging inbox of members. Here are the key specs:
Message Text Limit
- 500 characters max
Call-to-Action Button
- 25 characters max
Custom Footer
- 2500 characters max
Landing Page URL
- 1024 max characters
- Valid URL required starting with http:// or https://
Sender Image
- Uses member’s existing LinkedIn profile photo
Properly formatting your Message Ad within these character limits guarantees it’s delivered successfully and engages your audience.
LinkedIn Lead Gen Form Ad Specifications
LinkedIn Lead Gen Forms allow advertisers to collect lead information directly within an ad unit. Here are the specifications when setting them up:
Form Name
- 256 max characters
Offer Headline
- 60 characters max
Offer Description
- 160 characters max
Call-to-Action Button
- 20 characters max
Confirmation Message
- 300 characters max
Privacy Policy Link
- 2000 characters max
Form Fields
- Recommend 3-4 fields
- 12 fields maximum
Custom Questions
- Up to 3 custom questions
- 100 max characters per question
Properly formatting your LinkedIn Lead Gen form with compelling copy and relevant fields while remaining within these character limits will maximize lead gen performance.
LinkedIn Text Ad Specifications
LinkedIn text ads contain only text and a small logo – ideal for promoting brand awareness. Here are the key text ad specs:
Logo
- 100 x 100 pixels
- JPG or PNG
- Under 2 MB
Headline
- 25 characters max
Body Text
- 75 characters max
Landing Page URL
- Valid URL required
- 2000 max characters
Follow these specs when setting up simple, text-based ads on LinkedIn geared towards brand visibility in the feed.
LinkedIn Spotlight Ad Specifications
Spotlight Ads highlight brands/companies prominently in the LinkedIn feed. The key creative specs include:
Company Logo
- 100 x 100 pixels
- JPG or PNG
- Under 2 MB
Background Image (Optional)
- 300 x 250 pixels
- JPG or PNG
- Under 2 MB
Headline
- 50 characters max
Body Text
- 70 characters max
Company Name
- 25 characters max
Call-to-Action
- 18 characters max
Landing Page URL
- Valid URL required
- 500 max characters
Properly sized logos, optional backgrounds, brief copy, and a clear CTA are key to optimizing the impact of LinkedIn Spotlight Ads.
LinkedIn Follower Ad Specifications
Follower Ads promote brand/company follower growth on LinkedIn. Here are the requirements:
Company Logo
- 100 x 100 pixels
- JPG or PNG
- Under 2 MB
Headline
- 50 characters max
Body Text
- 70 characters max
Company Name
- 25 characters max
Along with the logo, brief headline and copy, Follower Ads contain pre-approved call-to-actions like “Follow Company” that drive follows.
Why Do LinkedIn Ads Specs Matter?
As you can see, each LinkedIn ad format has precise requirements and specifications when it comes to elements like image sizes, video length, text limits, and more.
Paying attention to these specs is crucial for several reasons:
Ad Compliance
Ads that don’t adhere to LinkedIn’s requirements may be rejected during the review process, preventing them from running and wasting time.
Professional Presentation
Following specs ensures your ads look crisp, polished and formatted properly across devices. They will represent your brand well visually.
Optimized Performance
Ads formatted correctly technically are more likely to drive optimal visibility, engagement, and clickthrough rates.
Accurate Analytics
When image sizes, headlines and text lengths are consistent per the specs, your LinkedIn advertising analytics will be more precise.
Better User Experience
Properly formatted ads ensure LinkedIn members see and engage with your ads seamlessly, without issues like cut-off copy.
Conclusion
I hope this detailed overview of all the available LinkedIn ad formats and their respective specifications provides a helpful reference as you create compliant, effective ads.
The specs may seem restrictive at first, but they’re in place to ensure your ads perform well and provide the best experience for your target LinkedIn audience. So be sure to bookmark this guide and refer to it each time you set up a new LinkedIn ad campaign. Feel free to reach out with any other questions!
