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    LinkedIn Ads

    Complete Guide to LinkedIn Ad Specs & Sizes

    There are many, many ad platforms with evolving nuances that marketers have to stay on top of. Each platform requires a specific crop, character limit, and file size for dozens of ad types. It’s nearly impossible to keep them all straight and separate. So we created this go-to guide for LinkedIn ad specs, LinkedIn ad sizes, and best practices to help make sure all your hard work pays off! It contains everything you need to create ads for:

    • LinkedIn Display Ads
    • LinkedIn Text Ads
    • LinkedIn Sponsored Content Ads
    • LinkedIn Sponsored InMail
    • LinkedIn Sponsored Content Ads
    • LinkedIn Dynamic Ads

    Make sure to start by building a complete, well thought out company page will help you establish authority and ensure anyone clicking through for more information about you doesn’t think you’re a bot.

    While you’re there telling people about the wonderful services your company provides, build out your Showcase Pages, too. The Pages are a great option for businesses with multiple products. There you can dedicate separate pages to highlight specific products and services. They’re also great targeted marketing channels since you can send updates to people following specific pages.

    Regulations and Guidelines For All LinkedIn Ads

    There are specific specs and size requirements for all ads, but before you even begin counting your text characters or cropping your image, make sure your ad doesn’t violate any of LinkedIn’s regulations and guidelines. Otherwise, the ad platform will remove the ad from the site and may ban you from further advertising opportunities.

    1. Don’t deceive or lie. Claims, offer, and descriptions should all be true.
    2. Do not use slang or non-standard spelling, grammar, capitalization, punctuation, or repetition.
    3. LinkedIn does not allow ads that advocate, promote, or contain discriminatory hiring practices or denial of education, housing, or economic opportunity based on age, gender, religion, ethnicity, race, or sexual preference.
    4. No swearing, inappropriate, or offensive language.
    5. Links shouldn’t direct to any surprises.
    6. Prohibited products include: adult content and dating services, affiliate advertising, alcohol, animal, copyrighted content, counterfeit goods, data collection and privacy, drugs and related products, fake documents, gambling, hacking and cracking, health matters, loans and financial services, occult pursuits, opposition, political or religious content (exceptions apply), scams, questionable downloads, tobacco, weapons, and fireworks.
    7. Do not use trademarks you are not legally permitted to use.

    No big surprises there, but always good to know what’s a no-no if you’re planning a campaign that might push some boundaries.

    LinkedIn Display Ads Specs & Sizes

    Where LinkedIn Display Ads appear

    LinkedIn Display Ads are available in four ad unit types that appear in different places across different pages.

    • Medium Rectangle (300x250 pixels): Appears across the site on the home page, profile pages, group page and company pages
    • Skyscraper (160x600 pixels): Appears on members’ Inbox and Messages Pages
    • Leaderboard (728x90 pixels): Appears at the bottom of the page as potentially the last piece of content users see
    • Text link: Appears at the top of the page across the site including on the home page, group pages, company pages and inbox

    When to use LinkedIn Display Ads

    • Raise brand awareness
    • Drive leads

    LinkedIn Display Ads Specs & Sizes

    • Medium Rectangle (300x250 pixels)
    • Skyscraper (160x600 pixels)
    • Leaderboard (728x90 pixels)

    For all:

    • 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

    LinkedIn Display Ads Text Specs & Sizes

    Except for Text Display Ads (see next section for more info on Text), all text is to be included in the ad image itself.

    LinkedIn Text Ads Specs & Sizes

    Where LinkedIn Text Display Ads appear

    LinkedIn Text Display Ads appear at the top of the page and in the right-hand rail across the site including on the home page, group pages, company pages, and inbox.

    When to use LinkedIn Text Display Ads

    • Raise brand awareness
    • Drive leads

    LinkedIn Text Display Ads Specs & Sizes – Images

    • Images are optional. Ads without images appear at the top of the page. Ads with images appear in the right-hand rail. Pro tip: According to LinkedIn’s guidelines, ads with images are said to drive 20% more clicks.
    • Size: 100x100 pixels

    LinkedIn Text Display Ads Specs & Sizes – Text

    • Headline: 25 character limit (including spaces)
    • Description: 75 character limit (including spaces)




    LinkedIn Sponsored Content Specs & Sizes

    Where LinkedIn Sponsored Content Ads appear

    LinkedIn Sponsored Content Ads appear directly in a users’ feed mixed in with their other content across desktop, mobile, and tablet.

    When to use LinkedIn Sponsored Content Ads

    Sponsored Content allows you to deliver content to the LinkedIn feed of members outside of the people who are already following you. Use Sponsored Content to:

    • Increase traffic to blogs or landing pages via click through
    • Boost follower total
    • Raise awareness by sharing “newsy” company info

    LinkedIn Sponsored Content Ads Specs & Sizes – Images

    • 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

    LinkedIn Sponsored Content Ads Specs & Sizes – Text

    Introductory text

    • 150 characters before truncation (truncation is based on padding, not character limitation, so results may vary depending on screen size)
    • On desktop, intro text goes up to about 600 characters, but text is truncated around 150 characters and displays “…read more” to expand text

    Post-click landing page URL

    • Characters count toward introductory text limits, so it’s suggested to use 150 characters or less, including the URL, in your introductory text
    • All URLs must include the “http://” “or https://” prefix
    • URLs longer than 23 characters are shortened by the LinkedIn shortener

    Ad headline

    • Max of 70 characters to avoid truncation

    Image from LinkedIn Advertising Specifications for Sponsored Content

    LinkedIn Sponsored Content Ads Specs & Sizes – Video

    Note: You cannot upload more than 25 videos in Campaign Manager within 24 hours, and you can only upload videos from a desktop, not a mobile device.

    • YouTube and Vimeo URLs are supported
    • YouTube specific behavior: Pre-roll advertisements are set within the YouTube player, and not controlled in the LinkedIn interface. Video completion rates and analytics are managed in the YouTube player and will not be available in your LinkedIn account.
    • To change the displayed thumbnail preview, you must change the default thumbnail image with your video service provider.
    • Videos will silent autoplay in the feed once member scrolls to them.
    • Length: 3 seconds to 30 minutes (Most successful video ads are less than 15 seconds long)
    • Layout: Horizontal or vertical
    • File size: Between 75 KB and 200 MB
    • File format: MP4
    • Frame rate: Less than 30 FPS (frames per second)
    • Pixel and aspect ratio requirements:
      • 360p (480 x 360; wide 640 x 360)
      • 480p (640 x 480)
      • 720p (960 x 720; wide 1280 x 720)
      • 1080p (1440 x 1080; wide 1920 x 1080)
      • Ads with a 1:1 aspect ratio should have a minimum resolution of 600 x 600px, and a maximum resolution of 1080 x 1080px
    • Audio format: AAC or MPEG4
    • Audio size: Less than 64KHz

    LinkedIn Sponsored InMail Specs & Sizes

    Where LinkedIn Sponsored InMail Ads appear

    LinkedIn Sponsored InMail Ads appear directly in users’ inboxes via LinkedIn’s private messaging system. Marketers can use InMail Ads to target anyone, even if they’re not following your company page.

    When to use LinkedIn Sponsored InMail Ads

    LinkedIn Sponsored InMail ads offer highly targeted capabilities. Use them for high-value interactions such as:

    • Promoting webinars
    • Special product offers
    • Engaging valuable prospects
    • Generating leads

    LinkedIn Sponsored InMail Ads Specs & Sizes – Images

    • 300 pixels by 250 pixels banner ad
    • File type: JPEG, GIF (non-animated), or PNG (no flash)
    • Maximum file size: 40 KB

    LinkedIn Sponsored InMail Ads Specs & Sizes – Text

    • Recommended 1,000 character maximum

    LinkedIn Dynamic Ads Specs & Sizes

    Where LinkedIn Dynamic Ads appear

    LinkedIn Dynamic ads appear in the right-hand rail on a users’ feed page. This ad unit takes member information and creates personalized ads specific to the individual who is logged in. LinkedIn Dynamic Ads are available in three ad formats:

    • Follower Ad: This ad unit builds brand awareness and engagement by converting target audience members into engaged Page followers.
    • Spotlight Ad: This ad unit allows advertisers to showcase their product, service, event, content, and more. When members click on the ad, they’ll redirect to a website or landing page.
    • Content Ad: Content ads can generate leads or drive content download conversions within the ad unit. Note: The content ad format is currently available for managed accounts only.

    When to use LinkedIn Dynamic Ads

    Because they are incredibly personalized, LinkedIn Dynamic ads are very effective at driving click-throughs and traffic to specific URLs. Users can also share their full name and email directly through a LinkedIn Dynamic ad, so they’re a great lead gen tactic, too. LinkedIn already provides the reasons you might want to use Dynamic ads via the campaign objectives you use when setting up a new campaign:

    • Expand your followers
    • Share value-based content with a target audience
    • Drive high-quality job applicants
    • Increase lead gen with content download offers

    LinkedIn Dynamic Ads Specs & Sizes – Images

    Follow Ads

    • Minimum logo size is 100 pixels by 100 pixels
    • Choose a CTA button: “Visit company” or “Visit careers” button

    Image from LinkedIn Advertising Specifications for Dynamic Ads

     

    Spotlight Ads

    • Minimum logo/image size is 100 pixels by 100 pixels
    • Custom background image (optional): 300 pixels by 250 pixels.

    Image from LinkedIn Advertising Specifications for Dynamic Ads

     

    Content Ads

    • Contact your account manager for more info

    LinkedIn Dynamic Ads Specs & Sizes – Text

    Follow Ads

    • 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.

    Spotlight Ads

    • Primary CTA (below images): Maximum 50 characters including spaces.
    • Secondary CTA (above images): Maximum 70 characters including spaces.

    There you have it! Your go-to guide for any and all ads you might ever want to run on LinkedIn. Share it with your team and never again will you hear anyone ask, "How many characters can I fit in a text ad?"

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.