LinkedIn Ad Specs: Ad Sizes, Image Dimensions, and Character Limits by Format
Eleven ad formats, four image ratios, and two different character limits for the same field. Adscreator takes one product URL and returns the creative in every LinkedIn crop with copy written to each limit.
Flat pricing, no credits · Updated August 2026
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Direct answer
LinkedIn ad specs differ by format. Single image ads run at 1200 x 628 pixels for landscape (1.91:1), 1200 x 1200 for square, or 720 x 900 for vertical, as a JPG, PNG or non-animated GIF up to 5 MB. Carousel cards are 1:1 at 1080 x 1080 with a 10 MB cap per card and 2 to 10 cards per ad. Video ads are MP4 files between 75 KB and 500 MB, 3 seconds to 30 minutes long. Across the feed formats LinkedIn gives you 150 characters of introductory text and 70 characters of headline before truncation, but the hard maximums are much higher at 3,000 and 200. Adscreator builds the image in every LinkedIn crop and writes the copy to each limit from a single product URL.
The problem
LinkedIn creative goes wrong in two places, and neither is the part teams worry about. The first is the spec sheet itself. Because LinkedIn publishes a display limit and a hard maximum for the same field, and because most third party sheets print only one of the two, copy gets written to a number that is either half of what is allowed or four times what will actually be shown. The second is the crop. A campaign gets built as one landscape image, then the same file is dropped into a carousel, where LinkedIn scales it to 312 x 312 and the type disappears, and into a Lead Gen Form, which needs a separate 552 x 200 asset nobody knew existed. By the time the gaps surface the flight has already started, and the fix costs a design round on the clock of the most expensive media the company buys.
How Adscreator handles it
Paste a product URL or describe the offer, and Adscreator returns the LinkedIn set in every crop the platform asks for: the 1.91:1 landscape at 1200 x 628, the 1200 x 1200 square, the 4:5 vertical at 720 x 900, the 1080 x 1080 carousel card composed to stay legible when LinkedIn shrinks it to a thumbnail, the 552 x 200 image that sits inside a Lead Gen Form, and the 100 x 100 logo the right rail formats use. Copy arrives written to the display limits rather than the hard maximums, so 150 characters of introductory text and a 70 character headline, with variants to test rather than one line carrying an expensive B2B channel. Everything stays on brand from your own colors, type and logo. You download the files and upload them in your own Campaign Manager account; Adscreator never connects to your ad account. Pricing is flat monthly with no per asset credits.
specs
Every LinkedIn ad format, with the size and the limit that actually applies.
Figures below come from LinkedIn's own Marketing Solutions help center and its advertising specifications pages, checked in August 2026. Two columns are worth reading carefully. The intro text and headline columns show two numbers where LinkedIn publishes two: the count you can write before the text is truncated in the feed, and the hard maximum Campaign Manager will accept. Most spec sheets print only one of them, usually the wrong one.
| Format | Recommended image size | Aspect ratio | Max file size | Intro text (before truncation / hard max) | Headline |
|---|---|---|---|---|---|
| Single image ad | 1200 x 628, 1200 x 1200, or 720 x 900 | 1.91:1, 1:1, 4:5 | 5 MB | 150 / 3,000 | 70 / 200 |
| Carousel ad | 1080 x 1080 per card, 2 to 10 cards | 1:1 | 10 MB per card | 150 / 255 | 45 per card when the card links out |
| Video ad | 1920 x 1080, 720 x 900, or 720 x 1280 | 16:9, 1:1, 4:5, 9:16 | 500 MB (minimum 75 KB) | 150 / 3,000 | 70 / 200 |
| Document ad | PDF, DOC, DOCX, PPT or PPTX, up to 300 pages | Portrait or landscape | 100 MB | 150 / 3,000 | 70 / 200 |
| Event ad | Pulled from the LinkedIn event page | 4:1 | Set by the event page | Up to 600 | Taken from the event name |
| Conversation ad | 300 x 250 banner, desktop only | 1.2:1 | 2 MB banner | Message up to 8,000 | CTA button up to 25 |
| Message ad | 300 x 250 banner, desktop only | 1.2:1 | 2 MB banner | Message up to 1,500 | CTA button up to 20 |
| Text ad | 100 x 100 logo | 1:1 | 2 MB | Description up to 75 | 25 |
| Spotlight and Follower ads | 100 x 100 logo, optional 300 x 250 background | 1:1 logo | 2 MB | Description up to 70 | 50 |
| Lead Gen Form attached to any of the above | 552 x 200 image inside the form | 2.76:1 | Set by the form | Offer detail up to 160 | Offer headline up to 60 |
Three rows catch people out. LinkedIn publishes 1200 x 628 for the landscape single image, not the 1200 x 627 that almost every third party spec sheet prints; both of LinkedIn's own properties agree on 628. The carousel intro text hard maximum is 255 characters, not the 3,000 you get on a single image ad, so a caption that saves fine on one format is rejected on the other. And a carousel card headline is capped at 45 characters when the card sends traffic to a destination URL, which is roughly half of what the same writer gets on a single image ad. Spotlight and Follower ads share the Dynamic Ads logo spec and are shown on one row for that reason.
The 150 character limit is a display limit, and treating it as a hard limit costs you
LinkedIn publishes two numbers for introductory text on feed formats: 150 characters, and 3,000 characters. They mean different things. At 150 the text is still fully visible in the feed; past it LinkedIn collapses the rest behind a see more link. Campaign Manager will happily accept 3,000. Most spec sheets pick one number and print it as the limit, which is how you end up with teams who believe a 400 character LinkedIn ad is impossible and teams who write 900 characters without realising three quarters of it is hidden on first view. Both behaviors are wrong in the same way, because they treat a rendering rule as a validation rule. The practical version is that the first 150 characters are your ad and everything after is your landing page. If the offer, the audience and the reason to care are not inside that first block, the see more link will not save you, because almost nobody taps it. What the extra room is genuinely good for is the case where the click is not the goal: a considered B2B offer where the post itself is doing the persuading, a document ad where the intro sets up why the download is worth 100 MB of someone's attention, or a thought leader style ad where the writing is the product. In those cases the long form works, provided the first 150 characters still earn the expansion. Headline behaves the same way. 70 characters before truncation, 200 accepted. Unlike intro text, a truncated headline is nearly always a mistake, because the headline sits in the ad card where there is no expansion affordance at all. Write to 70 and stop.
Why every spec sheet says 1200 x 627 and LinkedIn says 1200 x 628
Search for LinkedIn ad sizes and you will find 1200 x 627 on the large majority of results. LinkedIn's Marketing Solutions help center and its single image ads specifications page both say 1200 x 628. The gap is one pixel and it does not matter to your artwork, but it is a useful signal about where a spec sheet got its numbers, because 627 is an old figure that propagated across the industry years ago and has been recopied ever since without anyone returning to the source. The same pattern produces worse errors elsewhere. LinkedIn publishes the vertical single image crop at 720 x 900; a good share of third party sheets quote 1080 x 1350, which is the Meta vertical size, not the LinkedIn one. LinkedIn accepts 1080 x 1350 because it is also 4:5 and sits inside the 2430 x 4320 maximum, so nothing breaks, but it is not what LinkedIn asks for and it is a fair sign the page was assembled from other pages. What actually matters is the ratio rather than the pixel count. LinkedIn scales your upload to the slot, so 1200 x 628 and 1910 x 1000 both render identically at 1.91:1. The reason to hit the published number anyway is the floor and the ceiling: the landscape crop has a 640 x 360 minimum and a 7680 x 4320 maximum, and uploads that sit near the minimum look soft on a high density laptop screen, which is where a lot of LinkedIn is still consumed. Export at the recommended size or above, keep the ratio exact, and the one pixel argument stops being an argument.
Picking the crop: what the LinkedIn feed does with 1.91:1, 1:1, and 4:5
LinkedIn gives single image ads three sanctioned shapes and they are not interchangeable. The 1.91:1 landscape is the default and the safest choice for anything that has to work as a link preview, because it matches how a shared URL renders and it is what most B2B creative is already built in. It is also the smallest of the three in the mobile feed, occupying roughly half the vertical space of a square. The 1:1 square is the pragmatic pick for mobile weighted campaigns: it takes more of the screen than landscape without the risk profile of tall creative, and it reuses cleanly from an Instagram or Facebook set. The 4:5 vertical at 720 x 900 takes the most feed real estate and is the strongest choice for creative that carries a headline in the image, but it is worth knowing that LinkedIn desktop is a much larger share of impressions than it is on consumer platforms, and tall creative gains less there. Carousel has a separate trap. Cards are supplied at 1080 x 1080 but LinkedIn scales them to 312 x 312 in the feed, which is small enough that a card with a paragraph of set text or a detailed product screenshot arrives illegible. Design carousel cards for a thumbnail: one idea, one object, type large enough to survive a three times reduction. Text ads, Spotlight and Follower ads are a different animal entirely, because they render in the right rail on desktop only, at 300 x 250, 700 x 17, 160 x 600, 728 x 90 and 496 x 80. Those are display banner slots wearing LinkedIn branding, they are invisible to every mobile user, and the 100 x 100 logo is the only image most of them show. They are cheap, they are useful for retargeting a known account list, and they are the wrong place to put the creative you spent the budget on.
Document, conversation and event ads have specs that are mostly not about images
Three LinkedIn formats break the usual pattern where the spec sheet is a list of pixel dimensions. Document ads accept PDF, DOC, DOCX, PPT and PPTX up to 100 MB and 300 pages, with up to five documents per ad, and PDFs only when the ad carries a lead generation objective. The binding constraint there is not the file size, it is that a reader is paging through your document inside the feed on a phone, so a 40 page deck built for a boardroom projector reads as a wall. The documents that work are short, wide on the page, and front load the finding. Conversation ads and message ads are constrained by text rather than art: 8,000 characters of message body on a conversation ad, 1,500 on a message ad, an optional 300 x 250 banner that only desktop users see, and CTA buttons capped at 25 and 20 characters respectively. Conversation ads also allow five CTA buttons per message and fifty across the whole conversation tree, which is what makes them a branching flow rather than an email. Event ads pull a 4:1 image straight from the LinkedIn event page and give you up to 600 characters of intro text, which means the creative decision happens when you build the event, not when you build the ad. If the event image is wrong, no amount of work in Campaign Manager fixes it. The common thread across all three is that the asset you need was produced somewhere else, so the lead time is longer than a single image ad even though the spec sheet looks shorter.
what it uses
The features behind linkedin ad specs.
questions
LinkedIn ad specs: the questions people ask.
What are LinkedIn ad specs?
LinkedIn ad specs are the image dimensions, aspect ratios, file size caps and character limits LinkedIn enforces for each ad format. The most used are the single image ad at 1200 x 628, 1200 x 1200 or 720 x 900 with a 5 MB cap, and the carousel card at 1080 x 1080 with a 10 MB cap. Feed formats allow 150 characters of intro text before truncation and 70 characters of headline.
What size should a LinkedIn ad image be?
For a single image ad, 1200 x 628 pixels at a 1.91:1 ratio is the recommended landscape size, with 1200 x 1200 for square and 720 x 900 for vertical. Files can be JPG, PNG or non-animated GIF up to 5 MB. Note that LinkedIn publishes 628, not the 1200 x 627 most third party spec sheets still list. Carousel cards are a separate 1:1 asset at 1080 x 1080.
What is the character limit for LinkedIn ads?
It depends whether you mean the display limit or the hard maximum. On feed formats, introductory text shows 150 characters before LinkedIn collapses the rest behind see more, but Campaign Manager accepts up to 3,000. Headlines show 70 characters and accept up to 200. Carousel is the exception: its intro text hard maximum is 255 characters, and card headlines cap at 45 when the card links to a destination URL.
What are the four categories of LinkedIn ad formats?
LinkedIn groups its ad formats into four families: Sponsored Content, which runs in the feed and includes single image, carousel, video, document, event and thought leader ads; Sponsored Messaging, which covers conversation ads and message ads delivered to the LinkedIn inbox; Dynamic Ads, which are the personalised Spotlight and Follower formats in the desktop right rail; and Text Ads, the small right rail banners. Lead Gen Forms attach to formats rather than forming a category.
What size are LinkedIn carousel ads?
LinkedIn carousel cards are square, supplied at 1080 x 1080 pixels, with a maximum of 4320 x 4320 and a 10 MB cap per card. One ad carries between 2 and 10 cards in JPG, PNG or non-animated GIF. LinkedIn scales the cards down to 312 x 312 in the feed, so design each card to stay readable at roughly a third of the size you exported.
What are LinkedIn video ad specs?
LinkedIn video ads are MP4 files between 75 KB and 500 MB, from 3 seconds to 30 minutes long, encoded with H.264 or VP8 at under 30 frames per second, with AAC or MPEG4 audio below 64 KHz. Recommended resolutions are 1920 x 1080 for 16:9, 720 x 900 for 4:5 and 720 x 1280 for 9:16. Captions must be supplied as SRT files. In stream placements cap at 90 seconds.
Can you use a GIF in a LinkedIn ad?
You can upload a GIF to single image and carousel ads, but LinkedIn accepts non-animated GIFs only, so the file behaves exactly like a still image. If you want motion in the feed you need a video ad, which means an MP4 of at least 3 seconds. There is no animated GIF format on LinkedIn advertising, which is a common point of confusion with organic posts.
How big can a LinkedIn ad file be?
Caps vary by format. Single image ads allow 5 MB, carousel cards 10 MB each, conversation and message ad banners 2 MB, Text Ads and Dynamic Ads logos 2 MB, video ads 500 MB with a 75 KB floor, and document ads 100 MB across a maximum of 300 pages. The video floor catches people out: a heavily compressed clip under 75 KB is rejected even though it plays fine.
▪ keep reading
For the writing side of these limits, the LinkedIn ad copy generator goes deeper on what to put in 150 characters, and the LinkedIn ad maker covers the creative workflow end to end. If you are still choosing between the formats in the table above, LinkedIn ad formats compared works through when each one earns its place.
Budget questions belong with spec questions: our LinkedIn ads cost breakdown covers what the auction actually charges, and lead generation ads puts LinkedIn Lead Gen Forms next to Meta instant forms and Google lead form assets, including the 552 x 200 image that lives inside the form itself.
Running the same campaign elsewhere? Meta ad sizes covers the 1440 series Facebook and Instagram now recommend, and social media ad sizes lines up every platform in one table. If carousel is the format you are building, carousel ad specs compares the LinkedIn card rules against Meta, Pinterest, TikTok and Demand Gen. For B2B specifically, the SaaS ad maker page covers creative for software buyers.
▪ more use cases