Master the Feed: The Complete Guide to LinkedIn Ad Sizes and Specs

Running ads on LinkedIn is a powerful way to reach decision-makers, B2B buyers, and industry professionals. However, even the most compelling copy and brilliant targeting can fall flat if your creative assets are improperly formatted. Blurry images, awkwardly cropped videos, or rejected files due to strict sizing limits can drain your budget and stall your campaigns before they even start.

This comprehensive guide breaks down the essential ad sizes, aspect ratios, and file requirements for LinkedIn’s primary ad formats.

1. Single Image Ads

Single image ads appear directly in the user’s feed and are the bread and butter of most B2B campaigns. They are versatile, clean, and quick to produce.

• Landscape (1.91:1):
  • Recommended Size: $1200 times 628$ pixels
  • Best For: Desktop and mobile feeds; great for standard horizontal graphics or landscape photography.
• Square (1:1):
  • Recommended Size: $1200 times 1200$ pixels
  • Best For: Balanced visual weight on both desktop and mobile. This is often the safest bet for overall performance.
• Vertical (4:5):
  • Recommended Size: $720 text{ x } 900$ pixels
  • Best For: Mobile-only feeds. It takes up more vertical real estate, catching the user’s eye as they scroll.
• Technical Specs: JPG, PNG, or GIF; maximum file size of 5 MB.

2. Carousel Ads

Carousel ads let you showcase a swipeable sequence of cards. They are ideal for telling a step-by-step brand story, highlighting multiple product features, or breaking down complex data.

• Card Dimensions: $1080 times 1080$ pixels (1:1 aspect ratio)
• Number of Cards: 2 to 10 cards per ad
• Technical Specs: JPG or PNG (non-animated); maximum file size of 10 MB per card.

Pro Tip: Keep visual elements consistent across all cards. Use the final card to deliver a strong, clear Call to Action (CTA).

3. Video Ads

Video content is exceptional for driving engagement and building brand affinity. LinkedIn supports multiple aspect ratios depending on how your footage was shot.

| Aspect Ratio | Recommended Resolution | Best Use Case |
| :— | :— | :— |
| 16:9 Landscape | $1920 times 1080$ px | Repurposed webinars, YouTube assets, or cinematic brand videos. |
| 1:1 Square | Up to $1920 times 1920$ px | Versatile feed placement across all devices. |
| 4:5 Vertical | $720 times 900$ px (or up to $1080 times 1350$ px) | Optimized mobile-first feed viewing. |
| 9:16 Vertical | $720 times 1280$ px (up to $1080 times 1920$ px) | Immersive full-screen vertical viewing. |

• Technical Specs: MP4 format; file size ranges from 75 KB to 500 MB; duration from 3 seconds to 30 minutes (though concise videos under 15 seconds typically win on engagement).

4. Text and Dynamic Ads (Spotlight & Follower Ads)

Dynamic ads personalize themselves using the target user’s profile data (such as their profile photo or company name) and appear on the right-hand rail of the desktop experience.

• Text Ads:
  • Logo Size: $100 times 100$ pixels (JPG or PNG, max 2 MB)
  • Copy Limits: Headline max 25 characters, description max 75 characters.
• Spotlight Ads:
  • Logo Size: $100 times 100$ pixels (JPG or PNG, max 2 MB)
  • Background Image (Optional): $300 times 250$ pixels (max 2 MB)

5. Document Ads

Document ads allow you to share PDFs, presentations (PPT/PPTX), or whitepapers directly in the feed. Users can flip through the pages without leaving LinkedIn, making it a stellar format for lead magnets and thought leadership.

• File Types: PDF, DOC, DOCX, PPT, PPTX
• Technical Specs: Up to 100 MB and 300 pages.

Quick Checklist Before You Launch

1. Double-Check Mobile Display: Most B2B professionals scroll LinkedIn on their phones. If you are using landscape images or videos, ensure text isn’t microscopic.
2. Respect the Borders: Keep crucial text and logos safely away from the absolute edges of your creative assets to prevent vital details from being clipped.
3. Verify File Caps: Large video or document files can trigger upload errors. Compress your files beforehand while maintaining high visual fidelity.

By matching your creative designs to LinkedIn’s precise technical parameters, you’ll ensure your campaigns look professional, load seamlessly, and capture the attention of the exact professional audience you want to reach.