Marketers guide to 2022 LinkedIn ad specs Strike Spcoal

Marketers’ guide to LinkedIn ad specs


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:

  • Available Ad Formats for Awareness Campaigns
  • Available Ad Formats for Consideration Campaigns
  • Available Ad Formats for Conversion Campaigns

Brand Awareness Objective

  • Single image
  • Text
  • Document
  • Carousel image
  • Spotlight
  • Conversation
  • Video
  • Follower
  • Event

Website Visits Objective

  • Single image
  • Text
  • Event
  • Carousel image
  • Spotlight
  • Video
  • Conversation

Engagement Objective

  • Single image
  • Follower
  • Event
  • Carousel image
  • Document
  • Video
  • Conversation

Video Views

  • Video

Lead Generation Objective

  • Single image
  • Conversation
  • Carousel image
  • Document
  • Video

Website Conversion Objective

  • Single image
  • Text
  • Carousel image
  • Spotlight
  • Video
  • Conversation

Job Applicant Objective

  • Single job
  • Spotlight
  • Jobs
  • Single image

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.

LinkedIn Ad Specs

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

  • LinkedIn image size specifications

  • CTA options

  • URL 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).

  • 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

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

  • Landing page URL: Required
  • URL prefix: http:// or https://
  • URL characters: 2000 characters for destination field URL

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

  • LinkedIn ad creative size for carousel images

  • URL specifications

  • Ad name (optional): 255 characters
  • Card headline: 45 characters
  • Introductory text: 255 characters

  • 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

  • Landing page URL: Required
  • URL prefix: http:// or https://
  • URL characters: 2000 characters for destination field URL

linkedin sample carousel image ad (1)

3. Video Ads

Whether it’s showcasing your product’s features, sharing success stories, or conveying your brand’s values, Video Ads can grab attention directly from the LinkedIn feed.

  • Text specifications

  • LinkedIn ad video dimensions

  • CTA options

  • URL specifications

  • Ad name (optional): 255 characters
  • Headline: 70 characters. Maximum of 200 characters
  • Introductory text: 150 characters. Maximum of 600 characters

  • 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

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

  • Landing page URL: Required
  • URL prefix: http:// or https://
  • URL characters: 2000 characters for destination field URL

linkedin sample video ad interior design co (1)

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, LinkedIn’s Text Ads provides you with a versatile advertising tool.

  • LinkedIn ad text character limits

  • Design specifications

  • CTA options

  • URL specifications

  • Headline: 25 characters
  • Description: 75 characters

  • Logo File Type : JPG or PNG
  • Logo File Size: 2MB
  • Logo image dimensions: 100×100 pixels

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

  • 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 shine a spotlight on your offerings, making sure that your target audience discovers what you have to offer. Include a snappy call-to-action (CTA) that directs viewers to your desired destination, such as your website or a dedicated landing page.

  • LinkedIn ad specs for Spotlight ad text

  • Design specifications

  • CTA options

  • URL specifications

  • Headline: 50 characters
  • Description: 70 characters
  • Company Name: 25 characters
  • Call-to-Action: 18 characters

  • 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

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

  • 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.

  • LinkedIn ad text specifications

  • Design specifications

  • CTA specifications

  • Headline: 50 characters
  • Description: 70 characters
  • Company Name: 25 characters

  • Company Logo Size: 100x100px
  • Company Logo File Type: JPG or PNG
  • Company Logo File Size: 2MB

  • 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.

linkedin document ad mobile preview (3)
  • Text specifications

  • Design specifications

  • URL specifications

  • Ad name (optional): 255 characters
  • Headline: 70 characters
  • Introductory text: 150 characters

  • 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.

  • LinkedIn ad specs for document URL: No URL requirements

8. Conversation Ads

Conversation Ads present 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

  • Design specifications

  • URL 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

  • 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

  • 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

  • Design specifications

  • URL specifications

  • Event name (optional): 255 characters
  • Introductory text:  600 characters

  • Image Ratio: 4:1 (image will be pulled from the Event page)

  • Event URL: Required, LinkedIn Event page URLs only
  • URL prefix: http:// or https://
  • URL characters: 2000 characters for destination field URL
linkedin event ad sample preview (1)

Explore LinkedIn advertising

Whatever is your preferred 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.

References:

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