Mastering LinkedIn ad sizes is one of the quickest ways to separate professional B2B campaigns from wasted ad spend. On a platform where clicks and impressions carry a higher price tag than consumer networks, a poorly cropped image, a pixelated video, or truncated text instantly undermines your credibility.
Whether you are launching your first sponsored update or refining an enterprise account-based marketing (ABM) strategy, this guide breaks down the essential dimensions, aspect ratios, and file requirements for every major LinkedIn ad format.
1. Single Image Ads (Sponsored Content)
Single image ads are the backbone of LinkedIn advertising, appearing natively in the desktop and mobile feeds. Because they rely heavily on a strong visual hook paired with crisp text, getting the aspect ratio right is vital.
- Landscape (1.91:1): 1200 x 627 pixels (Recommended)
- Square (1:1): 1200 x 1200 pixels
- Vertical (4:5): 1080 x 1350 pixels (Great for mobile-first visibility)
- File Types: JPG, PNG, or GIF
- Max File Size: 5 MB
Pro Tip: While landscape is traditional, square and vertical formats take up more real estate on mobile feeds, often yielding higher engagement rates.
2. Carousel Ads
Carousel ads allow you to showcase a sequence of up to 10 swipeable cards, making them ideal for step-by-step guides, product feature sets, or multi-part thought leadership stories.
- Card Dimensions: 1080 x 1080 pixels (1:1 aspect ratio)
- File Types: JPG or PNG
- Max File Size: 10 MB per card
- Card Limits: 2 to 10 cards per ad
Pro Tip: Stick exclusively to square (1:1) cards. Landscape or mismatched aspect ratios can trigger awkward automatic cropping as users swipe through.
3. Video Ads
Video is a powerful medium for B2B storytelling, product demos, and client testimonials. LinkedIn supports multiple orientations depending on where your audience is viewing.
- Landscape (16:9): 1920 x 1080 pixels
- Square (1:1): 1920 x 1920 pixels
- Vertical (9:16 or 4:5): 1080 x 1920 pixels (9:16) or 1080 x 1350 pixels (4:5)
- File Format: MP4 or MOV (MP4 is most universally stable)
- Duration: 3 seconds to 30 minutes (though 15–30 seconds typically drives the best retention)
- Max File Size: 500 MB
4. Document Ads
Document ads let users swipe through native PDFs, presentations (PPT, PPTX), or Word documents directly within the LinkedIn feed without opening an external link. This is a favorite format for whitepapers, research reports, and cheat sheets.
- File Formats: PDF, DOC, DOCX, PPT, PPTX
- Page Limit: Up to 300 pages (though shorter, high-value assets perform best)
- Max File Size: 100 MB
5. Text and Dynamic Ads (Spotlight & Follower Ads)
Found primarily on the desktop right-rail, dynamic ads automatically personalize themselves using the viewer’s profile data (such as their profile photo, name, or job title).
- Text Ads (Logo): 100 x 100 pixels (JPG or PNG, max 2 MB)
- Spotlight Ads (Logo): 100 x 100 pixels (JPG or PNG, max 2 MB)
- Spotlight Ads (Optional Custom Background): 300 x 250 pixels (JPG or PNG, max 2 MB)
Quick Reference Summary Table
| Ad Format | Recommended Dimensions | Aspect Ratio | Max File Size |
| :— | :— | :— | :— |
| Single Image (Landscape) | 1200 x 627 px | 1.91:1 | 5 MB |
| Single Image (Square) | 1200 x 1200 px | 1:1 | 5 MB |
| Carousel Card | 1080 x 1080 px | 1:1 | 10 MB |
| Video (Landscape) | 1920 x 1080 px | 16:9 | 500 MB |
| Text Ad Logo | 100 x 100 px | 1:1 | 2 MB |
Best Practices Before You Launch
- Watch the Text Overlay: Keep text minimal on creative images. While LinkedIn has relaxed strict text-density penalties of the past, overly text-heavy graphics still perform poorly and degrade user experience.
- Design for Mobile First: Over 60% of LinkedIn traffic originates on mobile devices. If you use landscape assets, ensure your core messaging and product details remain legible on smaller screens.
- Double-Check Character Limits: Ad sizes aren’t just about pixels. Keep headlines clean (typically under 70 characters) and introductory text punchy (under 150 characters) so your message doesn’t get cut off by “see more” line breaks.
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