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
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
Image credit: LinkedIn
- The supplied URL will automatically scrape in title and image, but you can also upload images manually.
- Recommended image ratios:
- Horizontal / Landscape 1.91:1 ratio: 1200 pixels by 627 pixels
- Square 1:1 ratio: 1080 pixels by 1080 pixels
- Vertical 1:1.91 ratio: 627 pixels by 1200 pixels
- Image upload maximum weight: 5MB
- Image upload supported types: JPEG, GIF, PNG
- Animated GIF images will be converted to Static GIF Images
- 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).
Image credit: LinkedIn
Related: How to choose a social media advertising agency
2. LinkedIn Message Ads
Image credit: LinkedIn
LinkedIn Message Ads allow 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.
Message ads specs
Image credit: LinkedIn
- 300 pixels by 250 pixels banner ad
- File type: JPEG, GIF (non-animated), or PNG (no flash)
- Maximum file size: 2 MB
- Message Subject: 60 characters maximum (including spaces and punctuation)
- Body copy: Suggested 1,500 character maximum (including spaces and punctuation)
- Clickable links: Suggested use up to 3 links
- Copy for Call-to-action (CTA): 20 characters (including spaces and punctuation)
Related: Choosing the best social media platform for your ad campaign
3. LinkedIn dynamic ads
Image credit: LinkedIn
Dynamic ads specs
Dynamic ads use LinkedIn member information to personalize the ads to each individual. They appear on 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).
Follow company 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.
Related: The complete guide to LinkedIn advertising success
LinkedIn Spotlight ads
Image credit: LinkedIn
- Minimum company image size is 100 pixels by 100 pixels
- Ad Description (above images): Maximum 70 characters, including spaces
- Ad Headline (below images): Maximum 50 characters, including spaces
- Company name: Maximum of 25 characters, including spaces
- Button text: Maximum of 18 characters, including spaces
- Custom background image (optional): 300 pixels by 250 pixels.
- Maximum file size: 2 MB
Image credit: LinkedIn
You may also use a custom background.
- Maximum file size: 2 MB
- Image size should be exactly 300 x 250 px
- Dimension of white section: 276 x 148 px
- Removes ad description and profile image
Related: The cost of advertising on LinkedIn
LinkedIn jobs ads
Image credit: LinkedIn
- Minimum logo/image size is 100 pixels by 100 pixels
- Company name: Maximum 25 characters including spaces
Related: Choosing the social media advertising agency that’s right for you
Picture yourself ads
Image credit: LinkedIn
- Minimum logo/image size is 100 pixels by 100 pixels
- Company name: Maximum 25 characters including spaces
Explore jobs ad
Image credit: LinkedIn
- Minimum logo/image size is 100 pixels by 100 pixels
- Company name: Maximum 25 characters including spaces
Related: Find the best social media platform for your advertising campaign
4. LinkedIn Event ads
Event ads are promoting Linkedin Event that appears on a member’s feed page. This type of advertisement is delivered on mobile and desktop.
Image credit: LinkedIn
- Introductory text: Maximum 600 characters including spaces for desktop and 150 characters for mobile, truncated
- Ad name: Maximum 255 characters including spaces
Related: How far will your advertising budget go with LinkedIn advertising?
5. LinkedIn text ads
These are the ads you can see at the top and on the right side of your 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
- 700 pixels by 17 pixels
- 160 pixels by 600 pixels
- 728 pixels by 90 pixels
- 496 pixels by 80 pixels.
- Image size (optional): 100 pixels by 100 pixels.
- Maximum file size: 2 MB
- Headline: 25 character limit (including spaces)
- Description: 75 character limit (including spaces)
Related: Linkedin ads: A complete guide for success
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.
Facebook | Twitter | LinkedIn | Pinterest | Snapchat | YouTube | Instagram | TikTok
If you want to bring more value to your advertising costs check our proprietary tool, Campaign Lab.
