LinkedIn Ad Sizes 2026: Complete Spec Sheet for Every Format

TL;DR: LinkedIn's primary sponsored content formats use 1.91:1 (1200×627 px) for landscape and 1:1 (1200×1200 px) for square feed placements. Video runs 16:9, 1:1, or 4:5 at up to 200 MB. Carousel cards are 1080×1080 px. Message and Conversation Ads carry no image requirement. Document Ads accept PDF/DOCX/PPTX up to 100 MB. All linkedin ad size specs are current for Campaign Manager 2026.

LinkedIn ad size quick-reference cheat sheet

Every linkedin ad size specification at a glance — this table covers every linkedin ad format with its recommended dimensions, aspect ratio, and file limit. Bookmark this and skip the Campaign Manager error messages.

Character limits (impact layout as much as linkedin ad dimensions do):

Primary sources for these specs:

• LinkedIn Single Image Ad Specifications — LinkedIn Marketing Solutions Help Center
• LinkedIn Video Ad Specifications — LinkedIn Campaign Manager
• LinkedIn Message Ad Specifications — LinkedIn Marketing Solutions Help Center
• LinkedIn Document Ad Specifications — LinkedIn Campaign Manager

Every linkedin ad size in the table above references these official LinkedIn Campaign Manager documentation pages — updated for 2026 Q2.

Before running this matrix against your brief, if you're researching which B2B competitors use which LinkedIn ad formats, adlibrary's unified ad search lets you filter by platform and media type to see actual in-market LinkedIn creatives at the dimension and format level.

For cross-platform comparison, see the Meta Ad Sizes 2026 guide — the linkedin ad size vs. Meta ad size differences are instructive for any team managing both channels simultaneously.

Sponsored Content specs: feed dimensions and why they matter

Sponsored Content is LinkedIn's primary feed format — desktop, mobile, and (for some accounts) LinkedIn Stories. Three sub-types: single image, video, and carousel. Each has distinct placement behavior that justifies its recommended linkedin sponsored content size.

Single image linkedin ad dimensions

Recommended: 1200×627 px (1.91:1) or 1200×1200 px (1:1). Both are valid. Which you choose determines how much feed real estate you occupy.

The 1.91:1 landscape linkedin ad size mirrors what LinkedIn shows for organic link previews — it signals "editorial content" and performs well with desktop-heavy B2B audiences. The 1:1 square occupies roughly 78% more vertical feed space on mobile, which drives higher stop-scroll rate when your visual is strong.

!LinkedIn sponsored content feed: 1.91:1 landscape versus 1:1 square ad ratio comparison

A practical note from running B2B campaigns: finance and SaaS audiences respond more to 1.91:1 because the format matches the editorial content they're already scrolling past. Consumer-B2B hybrid (HR tech, EdTech, events) performs better with 1:1 because the square format holds more visual drama on a phone screen.

Minimum accepted: 640×360 px for 1.91:1 and 360×360 px for 1:1. These pass validation but look soft on retina displays. Deliver the recommended linkedin ad size whenever possible.

File size: 5 MB max. PNG for graphics with flat color; JPG for photography. LinkedIn's compression is aggressive — run test renders before launch.

LinkedIn video ad dimensions

LinkedIn video ads accept three aspect ratios: 16:9 (1920×1080 px), 1:1 (1080×1080 px), or 4:5 (1080×1350 px). Duration: 3 seconds to 30 minutes. LinkedIn Campaign Manager data consistently shows 15–30 second videos outperform longer formats for top-of-funnel awareness.

Technical requirements for linkedin video ad dimensions:

• Frame rate: 23.98–60 fps
• Bit rate: 192 kbps minimum audio; video ≥400 kbps
• Max file size: 200 MB
• Formats: MP4 (preferred), MOV, ASF

The 4:5 ratio (1080×1350 px) is underused in B2B. It occupies more vertical space than 1:1 without triggering the cropped-preview that LinkedIn applies to 9:16 in the feed. If your brief includes a talking-head or demo video, test 4:5 against 1:1.

Video auto-plays silently. The first two seconds carry disproportionate weight. adlibrary's ad detail view lets you scrub the first frames of competitor LinkedIn videos to see how they front-load their message.

LinkedIn carousel ad specs and linkedin ad size per card

Each card: 1080×1080 px (1:1), JPG or PNG, max 10 MB per card. Minimum 2 cards, maximum 10 cards.

Headline per card: 45 characters. Intro text: up to 255 characters.

LinkedIn carousel mechanics differ from Meta: the feed shows the first card at full width, with subsequent cards partially peeking from the right. Each card needs a standalone hook — users won't see three cards simultaneously. Design for sequential revelation, not side-by-side comparison.

For competitive B2B creative research, the adlibrary platform filters let you isolate carousel ads on LinkedIn specifically to benchmark what sequential card designs look like in your vertical right now.

Message Ads and Conversation Ads: InMail format specs

Message Ads (formerly Sponsored InMail) and Conversation Ads land in a LinkedIn member's inbox rather than the feed. The interaction model is fundamentally different from display formats — a direct message with optional CTAs and a banner, not a scrollable creative. The linkedin ad size considerations here center on character limits and banner dimensions rather than feed-fill ratios.

Message Ad specs

Body copy: Up to 500 characters. Most tested messages run 100–200 characters; longer copy drops off sharply in read rate.

Subject line: 60 characters max. It sits in the inbox preview exactly like an email subject line — this is your entire hook for the message ad size debate.

Banner image (optional): 300×250 px (1.2:1), JPG or PNG, max 2 MB. Renders on the right rail of the message on desktop. On mobile, it renders below body copy or not at all depending on the LinkedIn app version.

CTA button: One button, up to 20 characters. "Download the report" works; "Download our latest enterprise benchmarks guide" gets cut.

Delivery throttle: LinkedIn limits each member to one Message Ad every 60 days from the same advertiser. This matters for retargeting or ABM campaigns — your overlap with organic InMail outreach can eat your delivery window without you realizing it.

Conversation Ad specs

Conversation Ads share the same banner spec (300×250 px optional) and subject line limit (60 characters). The difference is structural: instead of one CTA, you build a branching message tree.

Per-message node: Up to 500 characters. CTAs per node: up to 5 options, 25 characters each.

The branching capability is the main tactical use case. A Conversation Ad can open with a qualification question ("Are you evaluating vendors this quarter?"), then route yes/no down different educational or commercial paths. For B2B lead generation campaigns, this mirrors the first email sequence and tends to produce higher-quality leads than a single-click CTA.

Conversation Ads deliver to LinkedIn inbox only — they're excluded from the LinkedIn Audience Network. No banner placements.

Document Ads and Lead Gen Forms: PDF specs and page-count limits

Document Ads and Lead Gen Forms are LinkedIn's highest-intent B2B formats. Document Ads let members preview and scroll through gated content directly in the feed before deciding to download. Lead Gen Forms collect first-party contact data without a landing page redirect.

LinkedIn Document Ad specs and linkedin ad size limits

Accepted file types: PDF, DOCX, PPTX
Max file size: 100 MB
Recommended pages: 10 or fewer. LinkedIn previews the first 5–10 pages in the feed; beyond 10 pages, the excess renders as a "see more" prompt rather than a scroll-through preview.

Image quality within document: 72 dpi renders cleanly in the LinkedIn preview pane; 150 dpi is safe for documents that will also be downloaded and printed.

Cover page is the creative. The first page renders as the thumbnail in the feed — design it like a standalone ad: strong headline, minimal text, high contrast. A document ad where the first page is a table of contents will consistently underperform one where the first page is a data visualization or a bold claim.

The companion ad unit (single image creative alongside the document) follows the standard 1200×627 px or 1200×1200 px linkedin ad size spec.

LinkedIn Lead Gen Form specs

Lead Gen Forms attach to Sponsored Content (single image, video, carousel, or document) and replace the standard landing-page click. The form renders as a modal over LinkedIn.

Form fields: Up to 12 fields. LinkedIn pre-populates from profile: full name, email, job title, company name, LinkedIn profile URL, phone, work email, country, postal code, seniority, job function, industry, years of experience, and company size.

Custom questions: Up to 3 additional questions, each 1000-character limit.

Privacy policy URL: Required. LinkedIn validation rejects forms without it.

Post-submit URL: 255 characters max — this is where you deliver the download link after form completion.

For research on which document topics are gaining LinkedIn traction in your vertical right now, adlibrary's unified ad search filtered to LinkedIn Document Ads shows you what competitors are gating and how they're framing the cover page.

Dynamic Ads and Spotlight Ads: right-rail format specs

Dynamic Ads and Spotlight Ads run in the right-rail sidebar on LinkedIn desktop — the narrow column to the right of the main feed. Desktop only — this is the linkedin ad size and format set that most B2B guides skip. That caveat limits reach, but in desktop-heavy B2B verticals (finance, enterprise software, legal), the right rail maintains strong viewability because it stays in frame while users scroll.

Dynamic Ad specs

Dynamic Ads auto-personalize by pulling the viewing member's name, photo, and job title into the creative. The personalization happens server-side.

Logo image: 100×100 px, JPG or PNG, max 2 MB.
Background image (optional): 300×250 px, JPG or PNG, max 2 MB.
Headline: 50 characters
Description: 70 characters
CTA: Up to 18 characters

Members can opt out of the personalization feature, which triggers a generic fallback version without personal data.

Dynamic Ads come in three sub-types — Follower Ads (grow page followers), Spotlight Ads (drive traffic), and Job Ads (promote listings). Each uses the same dimension spec; the sub-type determines CTA behavior and destination.

Spotlight Ad specs

Spotlight Ads are the cleanest right-rail linkedin ad format: company logo (100×100 px), optional background image (300×250 px), headline, description, and CTA. No dynamic personalization — static creative.

When to use: Spotlight Ads work well for high-volume ABM campaigns retargeting a specific company list. The right-rail position keeps the brand visible during a research session without competing for feed attention.

When to skip: If your primary audience is mobile or you're running awareness campaigns with broad targeting, the desktop-only constraint limits delivery significantly. Check your Campaign Manager audience breakdown — if mobile impressions exceed 50% of your estimate, put budget into Sponsored Content instead.

For competitor right-rail creative research, adlibrary's unified ad search surfaces LinkedIn display and sponsored formats together, making it easier to pull Spotlight creative alongside feed placements in one view.

Text Ads and Follower Ads: legacy formats still earning in B2B

Text Ads are LinkedIn's oldest linkedin ad format — small image, short headline, brief description, displayed in the right rail or top banner on desktop. Often dismissed as legacy inventory. For B2B campaigns with tight budgets and narrow targeting, they offer CPCs that Sponsored Content can't match.

Text Ad specs

Thumbnail: 100×100 px, JPG or PNG, max 2 MB. Square only.
Headline: 25 characters
Description: 75 characters
Destination: External URL or LinkedIn page

The 25-character headline is the binding constraint. Direct, functional copy ("Get the 2026 B2B Benchmark") outperforms clever copy because there's no room for setup-and-punchline. The linkedin ad size here is trivially small — the dimension is almost beside the point. The character limits are the real design constraint.

Text Ads can run CPC or CPM. On desktop-heavy audiences, they dramatically reduce cost-per-impression compared to Sponsored Content CPMs. Worth running as a bottom-of-funnel companion to your primary linkedin sponsored content campaign.

Follower Ad specs

Logo: 100×100 px, JPG or PNG
Company name: Auto-populated from your LinkedIn Page
Headline: 50 characters
Description: 70 characters

Follower Ads use Dynamic Ad personalization by default — they show the viewing member's profile photo alongside your company logo with a "Follow [Company]" CTA. The goal is page follower growth, not immediate conversion.

From an advertising strategy standpoint, Follower Ads perform best early in a campaign when you're building an audience for retargeting. Growing your LinkedIn Page followers increases the Matched Audiences pool available for subsequent Sponsored Content campaigns, reducing CPMs on the retargeting layer.

For B2B media buyers running account-based plays, the combination of Text Ads (cheap desktop visibility) + Follower Ads (audience building) + Sponsored Content (lead gen) maps cleanly to a three-phase funnel architecture. The B2B Meta Ads Playbook use case applies the same layering logic to cross-platform campaigns.

Troubleshooting common linkedin ad rejections

LinkedIn's ad review system rejects for technical spec violations, policy violations, and a third category: low-quality signals detected by automated review. Most linkedin ad size rejections are fixable in under ten minutes once you know which spec was violated.

File too large or unsupported format

The most common cause: exporting a hero image as PNG from a high-resolution design file without compressing first. A 1200×1200 px PNG at full quality can easily exceed 10 MB.

Fix: export at 85% JPG for photographic content. For graphics with hard edges and flat color, a compressed PNG (TinyPNG or equivalent) works. Never export from Figma at @2x and upload without checking file size against the linkedin ad size limit.

For video: MOV files from Final Cut Pro often carry ProRes audio and balloon to 1 GB+ even for 30-second clips. Re-encode with H.264 at 1080p, 5,000–8,000 kbps video bitrate, AAC 192 kbps audio. MP4 at these settings will sit well under the 200 MB linkedin video ad dimensions cap.

Aspect ratio outside accepted range

LinkedIn enforces aspect ratio windows. For single image ads:

• Landscape accepted range: approximately 1.91:1 to 2.4:1
• Square: 1:1 exactly
• Portrait: 4:5

A 1200×600 px image (2:1 ratio) falls just outside the 1.91:1 window and rejects. Fix: add pixels of padding to reach 1200×628 px (1.908:1 — inside the accepted range).

Low-resolution image

LinkedIn flags images that are technically within the minimum pixel count but appear soft due to heavy compression or upscaling. Uploading a 640×360 px image styled to appear as 1200×627 px in your mockup will not pass review. The rule: always deliver at the recommended linkedin ad size resolution, not the minimum.

Language compliance

LinkedIn requires ad language to match the targeted geography. An English-language ad targeted to a German-speaking audience rejects. For global campaigns, create separate ad sets per language or use LinkedIn's language detection targeting to auto-route.

Prohibited content patterns

LinkedIn prohibits guaranteed ROI claims ("Double your pipeline in 30 days") — these trigger manual review and frequently reject. Qualifying the claim with context ("B2B teams using [X] report 2x pipeline") reads differently to the review system.

LinkedIn's Campaign Manager ad policy documentation is the authoritative reference for what triggers rejection — checking it before launch is faster than iterating through the review queue. If you're managing multiple client accounts with repeated rejections, adlibrary's ad detail view shows approved in-market LinkedIn creatives in your vertical — a practical benchmark for what passes review in practice.

Creative briefs by placement: one-line guidance per linkedin ad format

Match the linkedin ad size to the format, match the format to the moment.

Single image, 1200×1200 px (1:1): Use for mobile-heavy audiences and awareness campaigns. The square linkedin ad size commands the most feed space — invest in a single strong visual, not a text-heavy layout.

Single image, 1200×627 px (1.91:1): Use for lead gen and content promotion to desktop-heavy B2B audiences. Mirrors organic link previews — works well for whitepaper launches and report announcements.

Video, 1920×1080 px (16:9): Use for brand storytelling and thought leadership. Design for silent autoplay — the message needs to land on mute in the first two seconds.

Video, 1080×1080 px (1:1): Use for product demos and tutorial clips in mobile feed. Square video holds the eye longer than landscape on a phone screen.

Video, 1080×1350 px (4:5): Test against 1:1 for mid-funnel campaigns. The extra height often produces higher view-through rates without the production overhead of full 9:16 Stories content.

Carousel, 1080×1080 px (1:1) per card: Use for multi-step stories, feature comparisons, and case study sequences. Each card must stand alone visually — design for sequential revelation, not side-by-side display.

Document Ad (PDF/DOCX, ≤10 pages): Use for gated content and Lead Gen Form campaigns where the preview qualifies intent. First page is the creative — design it as a high-contrast statement, not a table of contents.

Message Ad (300×250 px optional banner): Use for direct pipeline outreach and event registrations. Keep body copy to 100–200 characters.

Conversation Ad: Use for multi-touch qualification sequences and ABM campaigns. Build the branch logic around the qualification question your sales team would ask on a first call.

Spotlight Ad (100×100 px logo, 300×250 px bg optional): Use for retargeting desktop-heavy verticals. Never use as your primary format — reach is too limited.

Text Ad (100×100 px, 25-char headline): Use as bottom-of-funnel desktop companion alongside your Sponsored Content campaign. The CPCs are lower; at scale, incremental exposure adds up.

When building a LinkedIn creative brief, starting with competitor creative research tells you which angles are saturated in your vertical and which formats competitors haven't tested. adlibrary's unified ad search filtered by platform to LinkedIn surfaces the in-market landscape before you commit design budget. The AI Ad Enrichment feature can also pull categorized metadata from competitor LinkedIn creatives to speed up format analysis.

For aspect ratio fundamentals across platforms — including how ratio behavior differs between LinkedIn, Meta, and YouTube — see our Meta Ad Sizes 2026 and LinkedIn Ad Library guides.