Strike Overview
- To tap into LinkedIn’s projected $6.79 billion ad growth in 2024, you must make sure your ads integrate into the user experience by staying updated on the latest LinkedIn ad specs.
- While LinkedIn is widely recognized as a platform for professional networking, it has evolved into a key B2B advertising hub on par with other major social networks.
- Use LinkedIn’s 2024 ad specs and dimensions to create ads that not only get approved but also engage users across all devices with perfectly tailored visuals.
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This post was updated in August 2024 to provide you with the latest information.
Marketer’s Guide to LinkedIn Ad Specs (2024)
LinkedIn continuously innovates to catch up with major social media advertising platforms, making it essential to stay updated on the latest LinkedIn ad specs to ensure your ads meet current standards. 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 Campaign Objective
Before you start analyzing the specific LinkedIn ad specs, make sure that your desired ad type is available for your chosen campaign objective. For example, one of the newest ad formats on LinkedIn, Connected TV (CTV), is only available for awareness campaigns.
Refer to the list below to see if your selected ad format is available for your desired LinkedIn campaign objective.
LinkedIn ad formats available for Awareness campaigns
Brand Awareness objective
- Single image
- Text
- Document
- Carousel image
- Spotlight
- Conversation
- Video
- Follower
- Event
- Connected TV (CTV)
Further Reading
The Advantages of Incorporating CTV into Your Social Media Ad Plan
With the rise of video advertising, you might consider whether Connected TV (CTV) is a valuable addition to your brand or client’s strategy. Before deciding, it’s crucial to evaluate the advantages of including CTV ads in your overall advertising plan.
LinkedIn advertising types for Consideration objective
Website Visits objective
- Single image
- Text
- Document
- Carousel image
- Spotlight
- Conversation
- Video
- Follower
- Event
Engagement Objective
- Single image
- Follower
- Event
- Carousel image
Messaging
- Single image
Video Views
- Video
- Document
- Video
- Conversation
LinkedIn ad types for Conversion campaigns
Lead Generation Objective
- Single image
- Message
- Conversation
- Carousel image
- Document
- Video
Website Conversion Objective
- Single image
- Text
- Document
- Carousel image
- Spotlight
- Conversation
- Video
- Event
Job Applicant Objective
- Single job
- Spotlight
- Jobs
- Single image
LinkedIn Ad Specs (2024 Update)
To convey your message properly, it is important to understand how advertising on LinkedIn works in detail. A key aspect of this is understanding LinkedIn ad sizes and how they appear in the user’s view.
Below, we’ve outlined the different LinkedIn ad specs for each advertising format to help you prepare before launching your campaign.
1. Single Image Ads
Single Image Ads offer a prime opportunity to connect with your target audience in a visually appealing manner. Use compelling visuals to capture your audience’s attention and convey your brand’s story effectively.
Text specifications:
- Ad name (optional): 255 characters
- Headline: 70 characters
- Introductory text: 150 characters
- Description (LAN only): 70 characters. Only required if using LinkedIn Audience Network (LAN).
LinkedIn single image ad specs:
- File Type: jpg, png, or gif
- File Size: up to 5 MB
- Image Ratio:
- Horizontal/Landscape
- 1.91:1 (desktop and mobile)
- Minimum: 640 x 360 pixels
- Maximum: 7680 x 4320 pixels
- Recommended: 1.91:1 – 1200 x 628 pixels
- Square – recommended aspect ratio for delivery across both desktop and mobile
- 1:1 (desktop and mobile)
- Minimum: 360 x 360 pixels
- Maximum: 4320 x 4320 pixels
- Recommended: 1:1 – 1200 x 1200 pixels
- Vertical – recommended for best CTR performance on mobile devices
- 1:1.91 (mobile only)
- Minimum: 360 x 640 pixels
- Maximum: 2430 x 4320 pixels
- Recommended:
- 1:1.91 – 628 x 1200 pixels
- 2:3 – 600 x 900 pixels
- 4:5 – 720 x 900 pixels
- Horizontal/Landscape
CTA options:
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
URL specifications:
- Landing page URL: Required
- URL prefix: http:// or https://
- URL characters: 2000 characters for destination field URL
2. Carousel Image Ads
Through a series of two or more swipeable image cards seamlessly integrated into the LinkedIn feed, you can deliver a narrative that leaves a lasting impression. Carousel Image Ads offer a unique opportunity to engage professionals and drive them to take action.
Note: Carousel Image Ads currently support only static images and do not include video content at this time.
Text specifications:
- Ad name (optional): 255 characters
- Card headline: 45 characters
- Introductory text: 255 characters
LinkedIn carousel ad specs:
- File Type: JPG or PNG
- Ratio: 1:1
- Recommended Resolution: at least 1080 x 1080 pixels
- Number of carousel cards: 2-10
- Maximum File Size: 10 MB
URL specifications:
- Landing page URL: Required
- URL prefix: http:// or https://
- URL characters: 2000 characters for destination field URL
3. Video Ads
Whether they showcase your product’s features, share success stories, or convey your brand’s values, Video Ads can grab attention directly from the LinkedIn feed.
Text specifications:
- Ad name (optional): 255 characters
- Headline: 70 characters. Maximum of 200 characters
- Introductory text: 150 characters. Maximum of 600 characters
LinkedIn video ad specs:
- Video File Type: MP4
- Video Sound Format: AAC or MPEG4
- Video File Size: 75 KB (min) – 200 MB (max)
- Video Duration: 3 seconds – 30 minutes
- Video Captions: Optional
- Video Sound Rate: Less than 64 KHz
- Recommended frame rate: 30 frames per second
- Custom Thumbnail: Optional but recommended
- Width: minimum 360 pixels; maximum 1920 pixels
- Height: minimum 360 pixels; maximum 1920 pixels
- Aspect ratio: minimum 9:16 (0.563); maximum 16:9 (1.778)
- Vertical (4:5, 0.8):
- Min 360 x 450 pixels
- Max 1536 x 1920 pixels
- Vertical (9:16, 0.57):
- Min 360 x 640 pixels
- Max 1080 x 1920 pixels
- Landscape (16:9, 1.78):
- Min 640 x 360 pixels
- Max 1920 x 1080 pixels
- Square (1:1, 1.0):
- Min 360 x 360 pixels
- Max 1920 x 1920 pixels
- Aspect ratio tolerance: 5%
- Video Thumbnail File Format: JPG or PNG
- Video Thumbnail Max File Size: 2 MB Video
- Thumbnail Aspect Ratio & Resolution: Match video
CTA options:
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
URL specifications:
- Landing page URL: Required
- URL prefix: http:// or https://
- URL characters: 2000 characters for destination field URL
Further Reading
Safe Zone Guides for Short-form Video Ads
Each social media platform has unique guidelines for ad safe zones to ensure your ads perform at their best. This guide serves as a reference to help you design impactful short-form video ads that are compatible across various ad platforms.
4. Text Ads
Text Ads offer you the perfect solution to drive new customers to your business while maintaining a budget that suits your needs. With the ability to add a compelling headline, a brief description, and even an optional image, Text Ads provides you with a versatile LinkedIn advertising tool.
Text and character limits:
- Headline: 25 characters
- Description: 75 characters
Design specifications:
- Logo File Type : JPG or PNG
- Logo File Size: 2MB
- Logo image dimensions: 100×100 pixels
CTA options:
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
URL specifications:
- Landing page URL: Required
- URL prefix: http:// or https://
- URL characters: 2000 characters for destination field URL
5. Spotlight Ads
By its name, this LinkedIn ad format is designed to spotlight your offerings and ensure that your target audience discovers what you have to offer. In addition to aligning with the LinkedIn ad specs, include a snappy call-to-action (CTA) that directs viewers to your desired destination, such as your website or a dedicated landing page.
Text specifications:
- Headline: 50 characters
- Description: 70 characters
- Company Name: 25 characters
- Call-to-Action: 18 characters
Design specs for LinkedIn spotlight ads:
- Company Logo Size: 100 x 100 pixels
- Company Logo File Type: JPG or PNG
- Company Logo File Size: 2 MB
- Background Image File Type (optional): JPG or PNG
- Background Image Dimensions (optional): 300 x 250 pixels
- Background Image File Size (optional): 2 MB
CTA options:
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
URL specifications:
- Landing page URL: Required
- URL prefix: http:// or https://
- URL characters: 2000 characters for destination field URL
6. Follower Ads
Follower ads are designed to enhance your online presence and extend your reach within the LinkedIn community. With Follower Ads, you can effortlessly promote your LinkedIn page and acquire a growing base of followers.
Text specifications:
- Headline: 50 characters
- Description: 70 characters
- Company Name: 25 characters
LinkedIn ad specs for Follower ads:
- Company Logo Size: 100x100px
- Company Logo File Type: JPG or PNG
- Company Logo File Size: 2MB
CTA options:
- Visit careers
- Visit company
- Visit jobs
- Visit life
- Note: The CTA options mentioned above are visible to LinkedIn users who already follow your page. For non-followers, the default CTA button will be “Follow.”
7. Document Ads
Document Ads promote content directly in members’ feeds, allowing them to access and download materials such as slides, documents, or guides, without leaving the LinkedIn platform.
Text specifications:
- Ad name (optional): 255 characters
- Headline: 70 characters
- Introductory text: 150 characters
Document specs for LinkedIn ad campaign:
- File type: PDF, DOC, DOCX, PPT, PPTX
- File size: 100 MB
- Aspect Ratio: Vertical, Horizontal, Square
- Number of pages: under 10 pages (300 pages maximum or 1 MM words)
- Use any of the standard PDF layouts:
- Letter: 8.5 by 11 inches
- Tabloid: 11 by 17 inches
- Legal: 8.5 by 14 inches
- Statement: 5.5 by 8.5 inches
- Executive: 7.25 by 10.5 inches
- Folio: 8.5 by 13 inches
- A3: 11.69 by 16.54 inches
- A4: 8.27 by 11.69 inches
- B4: 9.84 by 13.90 inches
- B5: 6.93 by 9.84 inches
- If your PDF document contains multiple layers, it’s essential to flatten or merge them.
- In case your PDF consists of pages with various sizes, it’s advisable to resize them to a uniform page size.
- To guarantee that your document complies with LinkedIn’s Copyright Policy, take the time to review their guidelines thoroughly.
- Make sure that your document includes secure hyperlinks.
URL specifications:
- LinkedIn ad specs for document URL: No URL requirements
8. Conversation Ads
Using Conversation Ads in your LinkedIn campaigns places your brand right where professionals engage in conversations. They appear in the messaging inbox, making it easy for prospects to discover your profile and interact with you.
Text specifications:
- Ad Name (optional): 255 characters maximum
- Message Text: 8,000 characters maximum
- Custom Footer: 20,000 characters maximum
- Call-to-Action: 25 characters maximum
LinkedIn specs for Conversation ads:
- Banner File Type (optional): JPG or PNG
- Banner Image Size (optional): 300 x 250 pixels maximum
- Banner Image File Size (optional): 2MB maximum
- Sender Image: LinkedIn profile image of the sender
- Banner viewability: Only available on desktop
URL specifications:
- Landing page URL: Required
- URL prefix: http:// or https://
- URL characters: 2,000 characters maximum for destination field URL
9. Event Ads
LinkedIn Event Ads are your key to increasing attendance for your professional events. To get started with event advertising, you’ll first need to create a LinkedIn event.
If your event is hosted on another platform, like Demio or Zoom, you can integrate it by linking it to your LinkedIn event URL.
Text specifications:
- Event name (optional): 255 characters
- Introductory text: 600 characters
LinkedIn advertising specs for Event ad design:
- Image Ratio: 4:1 (image will be pulled from the Event page)
URL specifications:
- Event URL: Required, LinkedIn Event page URLs only
- URL prefix: http:// or https://
- URL characters: 2000 characters for destination field URL
Further Reading
Promoting Events with TikTok Countdown Stickers
TikTok offers a variety of interactive features for bidding and Reach & Frequency campaigns, allowing advertisers to build urgency and craft engaging stories for their audience. The TikTok Countdown Sticker is an effective tool for grabbing attention, encouraging viewer commitment, and driving higher engagement.
10. Connected TV (CTV) Ads
While CTV advertising has long been a staple on platforms like YouTube and Google, LinkedIn introduced it in April 2024. This move is part of LinkedIn’s strategy to reach audiences beyond office hours and outside the LinkedIn app, allowing you to promote your LinkedIn company page and build brand awareness.
Check out the LinkedIn ad specs for CTV ads here:
Specs for LinkedIn ads on Connected TV (CTV):
- Recommended dimensions: 1920 x 1080 pixels
- Aspect ratio: 16:9
- Format: MP4
- Max file size: 500MB
- Video duration:
- Min/Max: 6 seconds – 60 seconds
- Recommended: 6, 15, 30, 45, or 60 seconds
- Audio duration: Must match video
Technical specifications:
- Bit Rate:
- General: 12 Mbps or higher
- Recommended: 15 – 40 Mbps
- Audio:
- 2- channel, -23 integrated LUFS
- PCM (16 or 24 bit only, preferred) or AAC codec
- 192 Kbps minimum
- 48 kHz sample rate
- Frame rate:
- Frame rate (must be constant)
- General: 23.98, 24, 25, or 29.97, 30 fps based on native rate
- Recommended: 29.97 fps based on native rate
- Codec ID: H.264
- Chroma Subsampling:
- General: 4:2:0
- Recommended: 4:2:2
Explore LinkedIn advertising
Whatever your preferred LinkedIn ad type is, make sure to follow the correct ad dimensions for more effective results.
Visit our blog to learn more about the ad specs for other social media platforms.
