LinkedIn ads offer a unique channel for brands to connect with business professionals. Because of this, the most effective LinkedIn advertising is that which builds and promotes your brand’s image.

Choose your LinkedIn ad type

To properly convey your message, it is important to know in detail how advertising on LinkedIn works. An essential element of that is knowing LinkedIn's ad sizes.

Below, we’ve outlined LinkedIn's different ad dimensions and formats to help you prepare before launching your campaign.

RELATED: 20 free tools for marketers and advertisers.


LinkedIn ad specs

1. LinkedIn sponsored content Back to top

LinkedIn Sponsored content Image credit: LinkedIn

Sponsored content allows you to share your message with Linkedin members beyond those who are following your company. It appears on users' feeds mixed with other content their connections shared. This is what we call native advertising — when an ad looks like an average person’s post with images, text, and so on. The one distinction is that it is labeled as sponsored content so as not to be deceiving to those reading it.

You can add Linkedin Lead Gen Forms to your sponsored content to display a call to action button to collect qualified leads from people who read your content (see image above).

Let's suppose you are using Linkedin Sponsored Content to promote an event. With Lead Gen Forms you can invite people interested in your event to sign up through a form on Linkedin to receive tickets.

Sponsored content ad specs

LinkedIn Sponsored content Image credit: LinkedIn

  • The supplied URL will automatically scrape in title and image, but you can also upload images manually.
  • Recommended 1.91:1 ratio (1200 pixels by 627 pixels)
  • Image upload maximum weight: 5MB
  • Image upload supported types: JPEG, GIF, PNG
  • Image must be more than 200 pixels in width
  • If your image width is below 200 pixels it will appear as a thumbnail on the left side of the post (see below).

LinkedIn Sponsored content Image credit: LinkedIn


2. LinkedIn sponsored InMail    Back to top

LinkedIn Sponsored InMail Image credit: LinkedIn

LinkedIn Sponsored InMail allows you to reach out to your target audience through LinkedIn's private messaging system. Get your message directly into customers' inboxes even if they are not following your company page. It is the ideal tool to deliver highly personalized messages and boost conversions. Want to drive attendance to an event or increase downloads? This is the tool to get your message to your most valuable customers.

Sponsored InMail ad specs

LinkedIn Sponsored InMail Image credit: LinkedIn

  • 300 pixels by 250 pixels banner ad
  • File type: JPEG, GIF (non-animated), or PNG (no flash)
  • Maximum file size: 40 KB
  • Body copy: Suggested 1,000 character maximum (including spaces)

3. LinkedIn dynamic ads    Back to top

LinkedIn Dynamic Ads Image credit: LinkedIn

Dynamic ads use LinkedIn member information to personalize the ads to each individual. They appear in the right side of a user's feed and are available in two versions — follow company ads(to increase the number of followers on your company page) or spotlight ads (for custom CTAs and the possibility of linking to the advertiser's landing page).

Dynamic ads specs

Follow company ads

LinkedIn Dynamic Ads Image credit: LinkedIn

  • Minimum logo size is 100 pixels by 100 pixels
  • Primary CTA (below images): Maximum 50 characters including spaces.
  • Secondary CTA (above images): Maximum 70 characters including spaces.
  • Company name: Maximum 25 characters including spaces.
  • Choose a CTA button: "Visit company" or "Visit careers" button.

Spotlight ads

LinkedIn Dynamic Ads Image credit: LinkedIn

  • Minimum logo/image size is 100 pixels by 100 pixels
  • Primary CTA (below images): Maximum 50 characters including spaces.
  • Secondary CTA (above images): Maximum 70 characters including spaces.
  • Custom background image (optional): 300 pixels by 250 pixels.

Jobs you might be interested in ads

LinkedIn Dynamic Ads Image credit: LinkedIn

  • Minimum logo/image size is 100 pixels by 100 pixels
  • Company name: Maximum 25 characters including spaces

Picture yourself ads

LinkedIn Dynamic Ads Image credit: LinkedIn

  • Minimum logo/image size is 100 pixels by 100 pixels
  • Company name: Maximum 25 characters including spaces

4. LinkedIn display ads     Back to top

LinkedIn display ads Image credit: LinkedIn

These are the ads that appear on the right side of a Linkedin's user feed on desktops. They are specially good for raising brand awareness, establishing a LinkedIn presence and driving leads.

Display ads specs

  • Image size: 300 pixels by 250 pixels
  • File Type: HTML5 - must be third party served GIF, JPG, PNG
  • Image size: HTML5: 200 KB, Other: 40 KB.
  • Animation limit: 15 seconds for video quality autoplay; 30 seconds otherwise.

5. LinkedIn Text ads    Back to top

LinkedIn text ads Image credit: LinkedIn

These are the ads you can see at the top and in the right side of you feed on desktop. It can feature an optional small image. They are easy to create and allow a/b testing. This is a good option to drive leads and promote offers.

Text ads specs

  • Available in a variety of sizes: 300 pixels by 250 pixels, 17 pixels by 700 pixels, 160 pixels by 600 pixels, 728 pixels by 90 pixels and 496 pixels by 80 pixels.
  • Image size (optional): 50 pixels by 50 pixels.
  • Headline: 25 character limit (including spaces)
  • Description: 75 character limit (including spaces)

Related article Linkedin ads: A complete guide for success. Learn more about the different ad formats to promote your brand on Linkedin. READ NOW

Explore LinkedIn advertising

Whatever is your favorite LinkedIn ad type, make sure to follow the correct ad dimensions for more effective results. To learn more about the ad specs for other social media platforms, click on the menu below.

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Ligia Aguilhar

Ligia Aguilhar

Ligia Aguilhar is a Content Specialist at Strike Social and holds an MS from Medill. She was born in Brazil and has traveled the world, from Silicon Valley to Seoul, to cover tech.