LinkedIn Ad Specs and Sizes: The Ultimate 2025 Guide for Advertisers

LinkedIn has solidified its position as the #1 platform for B2B marketing, offering advertisers a unique opportunity to reach decision-makers with significant buying power. In fact, 86% of B2B marketers use LinkedIn in their strategy, and an estimated 80% of all B2B social media leads come from LinkedIn. This professional network’s audience is highly valuable – four out of five LinkedIn members drive business decisions, and the platform’s users have twice the buying power of the average web audience. Whether you’re a content creator, a micro influencer, an e-commerce entrepreneur, an Amazon seller, or a marketing strategist, understanding LinkedIn ad specs is crucial for creating effective campaigns. The guide below breaks down the latest LinkedIn ad formats, dimensions, and technical requirements (updated for 2025) to help you optimize your LinkedIn ads for maximum impact.

Why LinkedIn Ads Matter in 2025

LinkedIn isn’t just another social network; it’s the premier channel for B2B engagement and lead generation. Professionals browsing LinkedIn are actively learning, networking, and evaluating products or services – which means they’re more receptive to business-focused advertising. Some key reasons marketers invest in LinkedIn Ads include:

• • High-Value Audience: LinkedIn’s member base consists of educated, high-earning professionals. Over half of users have a bachelor’s degree or higher, and a large portion earn $75k+ annually. These users aren’t just window-shopping; they often have budget authority and intent to invest in solutions.

     

  • Exceptional B2B Results: LinkedIn accounts for the lion’s share of B2B leads on social media. Roughly 80% of B2B social media leads come from LinkedIn, far outpacing other platforms. Ads on LinkedIn can yield a 2–3x higher conversion rate than other networks, thanks to precise targeting and professional context.

     

  • Decision-Maker Reach: According to LinkedIn, 4 out of 5 members influence business decisions at their organizations. From C-suite executives to department managers, you can get your message in front of those who actually have the power to say “yes.”

     

  • Objective-Based Campaigns: LinkedIn’s campaign objectives (like Brand Awareness, Website Visits, Engagement, Lead Generation, etc.) help advertisers optimize ads for specific outcomes. Whether you want more webinar sign-ups or more followers for your company page, LinkedIn has an ad format to match.

     

  • Robust Targeting: LinkedIn offers powerful targeting filters – by job title, industry, company size, skills, demographics, and more. You can zero in on niche B2B audiences (e.g. IT directors in finance companies) with a level of precision unmatched by most platforms. For example, you can target by company (industry, size, name), job experience (functions, seniority, years), education, interests, and even upload contact lists for account-based targeting. This ensures your ad budget is spent on the right professionals.

In short, LinkedIn Ads allow brands to connect with an engaged professional audience in a context that’s all about business. For influencer marketing campaigns, this can complement organic efforts – for instance, promoting thought leadership content created by micro-influencers or employees (so-called “thought leader ads”) to boost their reach. Even content creators focused on B2C can leverage LinkedIn when targeting business clients or partnerships. And e-commerce or Amazon sellers can use LinkedIn ads for B2B expansion – such as wholesaling, recruiting, or forging supplier relationships – where a professional network is key. The bottom line: if you need to reach people who make business decisions, LinkedIn is the place to be.

Now, to maximize results on LinkedIn, you must ensure your ad creatives meet the platform’s specifications. Below we’ll dive into LinkedIn ad specs for each format – including dimensions, file sizes, character limits, and best practices – so you can create ads that look professional and perform well across devices. Keep this guide handy as a reference when designing your LinkedIn campaigns.

LinkedIn Ad Formats and Specifications (2025 Overview)

LinkedIn offers a variety of ad formats, each with its own specs and ideal use cases. The main categories include Sponsored Content Ads (which appear in the news feed), Sponsored Messaging Ads (which appear as direct messages), Text Ads (small sidebar ads), and Dynamic Ads (personalized sidebar ads). We’ll also cover Lead Gen Forms, which can be attached to many ad types to capture leads without leaving LinkedIn.

Below is a breakdown of each LinkedIn ad format and its key specifications:

Sponsored Content Ads (In-Feed LinkedIn Ads)

Sponsored Content Ads are native ads that appear directly in users’ LinkedIn feeds (on desktop and mobile) as they scroll. These ads blend in with organic content and are great for promoting articles, offers, or any content that you want to drive engagement or traffic. There are several types of Sponsored Content Ads:

Single Image Ads

Single Image Ads are the simplest in-feed format – just one image, accompanied by an intro text, a headline, and an optional description. Despite their simplicity, they’re highly versatile and commonly used for everything from brand awareness to lead generation.

Example of a LinkedIn Single Image Ad in the feed. A clear visual and a short, punchy headline can capture attention quickly in a professional’s busy news feed.

Specs and Recommendations for Single Image Ads:

• Image Format: Use a JPG, PNG, or GIF image (static or lightly animated GIF). Max file size is 5 MB. For best results, use high-quality, eye-catching images that are relevant to your message (avoid overly text-heavy images that may be hard to read on small screens).

   

• Image Dimensions: LinkedIn supports multiple aspect ratios. Recommended sizes are 1200 × 628 px for horizontal (1.91:1 aspect ratio) and 1200 × 1200 px for square (1:1) images. Vertical images (up to 4:5 aspect ratio) are also supported (e.g. 720 × 900 px recommended). Using a 1:1 square image is often a safe choice as it displays well on both desktop and mobile. (Note: Horizontal images will appear with a wide crop on mobile; vertical images won’t show on desktop and may be letterboxed on mobile if not 4:5.)

• Text Copy Limits: Keep your ad text within LinkedIn’s recommended limits for clarity:

   

• Introductory Text (above the image): 150 characters are recommended before truncation (you can use up to 600 max, but only ~150 will show before a “…see more” cut-off).

   

• Headline (below the image): 70 characters max is recommended (absolute max 200 characters, but headlines may truncate on mobile after ~70).

   

• Description (optional, below headline): 100 characters to avoid truncation (max 300 characters) if your ad is showing on LinkedIn Audience Network placements. Note: The description field is only used in certain placements and if you enable the LinkedIn Audience Network; it won’t display in the main feed on LinkedIn itself in most cases.

• Ad Name (internal): You can give each ad a name up to 255 characters for your own organization in Campaign Manager (this is not seen by users).

   

• Call-To-Action (CTA): LinkedIn provides a dropdown of pre-set CTA buttons you can optionally include. Options include Learn More, Sign Up, Subscribe, Apply, Register, Join, Download, Request Demo, View Quote, etc. Choose the CTA that best matches your landing page goal, or use none for a softer approach.

   

• Destination URL: A landing page URL is required if the ad is clicked. URLs must start with http:// or https:// and can be up to 2,000 characters long. If your URL is very long, LinkedIn will automatically shorten it in the display (URLs over 23 characters get shortened in the ad copy display), but the full URL will still work.

   

• Additional Design Tips: Use images that include your product or a clear, relevant visual. Faces or people imagery can also perform well if appropriate (given LinkedIn’s professional context, think business settings or happy customers). Ensure any text on your image is still legible on mobile. Also, consider UGC (user-generated content) elements – for example, a real customer testimonial quote overlaid on the image – to add authenticity to your Single Image Ad, especially if you work with influencer marketing content or micro-influencers providing social proof.
  

Video Ads

Video Ads allow you to share your story through moving visuals and sound in the feed. LinkedIn Video Ads auto-play (muted by default) as users scroll, which can be a great way to catch attention and convey more information than a single image could. They’re ideal for product demos, customer testimonials, thought leadership, or brand storytelling.

Specs for Video Ads:

• Video File: Must be in MP4 format (with H.264 encoding and AAC audio). File size can range from 75 KB up to 500 MB per video. (Larger files allow higher quality; LinkedIn increased the max from 200 MB to 500 MB recently to support longer videos and higher resolutions.)

   

• Video Length: 3 seconds minimum up to 30 minutes maximum. However, shorter videos tend to perform better – LinkedIn recommends 15 seconds as a sweet spot for higher completion rates. Use the first few seconds wisely to hook viewers (include captions or big visuals early on, since auto-play is muted).

   

• Dimensions & Aspect Ratios: Supported aspect ratios include 16:9 (widescreen landscape), 1:1 (square), 4:5 (vertical rectangle), and 9:16 (full portrait). The video resolution can range from 360p up to 1080p (Full HD). For example:

   

• Landscape: up to 1920 × 1080 px (16:9 ratio).

   

• Square: up to 1920 × 1920 px (1:1).

   

• Vertical: up to 1080 × 1920 px (9:16) or 1080 × 1350 px (4:5).

   

• Frame Rate & Audio: Recommended frame rate is 30 fps (frames per second). Audio is optional but if included, use AAC or MPEG4 codecs, with a sample rate under 64 kHz (standard 44.1 kHz stereo is fine). Since many viewers will watch with sound off, always add captions/subtitles to convey your message without audio.

   

• Thumbnail: You can (and should) upload a custom thumbnail image (JPG/PNG, max 2 MB) for the video’s preview. Choose a thumbnail that has a 16:9 aspect ratio or matches your video’s aspect ratio, and features a clear, engaging scene (ideally with a title or text overlay). This is what users see if the video hasn’t played yet.

   

• Text Copy Limits: Similar to Single Image Ads:

   

• Introductory text: ~150 characters before truncation (600 max).

   

• Headline: 70 characters recommended (200 max).

   

• (Video ads don’t use a description field; only intro text and headline).

   

• CTA and URL: Same CTA button options and URL rules as Single Image Ads (add a clickable CTA if desired, and ensure your landing page URL is included and under 2,000 chars). You can also attach a Lead Gen Form (see Lead Gen Forms below) as the CTA action for video ads, which is great for collecting leads after someone watches your video.

   

• Pro Tip: Keep the video focused and platform-appropriate. On LinkedIn, viewers are looking for professional or educational value. Videos that perform well often include insights, quick tips, product features solving a business problem, or a compelling story related to work or industry. If working with content creators or influencers, a short video of a credible figure (like an industry micro-influencer) sharing expertise or a testimonial can boost engagement. Remember to include your brand logo or message early in the video (within the first 2–3 seconds) to build brand recall.

Carousel Ads

Carousel Ads consist of a swipeable series of cards (images) within a single ad unit, allowing you to showcase multiple visuals and headlines in one ad. Users can scroll horizontally through 2 to 10 cards. Carousels are excellent for telling a story in parts, highlighting multiple products/features, or presenting a step-by-step guide or case study snippets.

Specs for Carousel Ads:

• Cards & Images: You can include 2–10 cards per Carousel ad. Each card contains an image, a headline, and optionally its own landing URL.

   

• Image Requirements: All images in a carousel must be square with a 1:1 aspect ratio. Use 1080 × 1080 px as the recommended image size for each card. Accepted file formats are JPG or PNG, and each image can be up to 10 MB in size (plenty for high-resolution visuals).

   

• Text Copy per Card:

   

• Introductory Text: 255 characters max for the overall ad’s intro text (appears above the carousel). This is shared across the carousel, not per card.

   

• Card Headline: 45 characters max per card (will truncate if longer). This is the text under each individual card’s image. Note: If the card’s CTA leads to a Lead Gen Form instead of an external link, LinkedIn limits the headline to 30 characters.

   

• There is no separate description field for carousel cards – just the headline on each card.

   

• URLs and CTAs: You can have a unique landing page URL for each card, or reuse the same one. All URLs must have the http:// or https:// prefix and can be up to 2,000 characters. The carousel as a whole will have a single CTA button visible on the last card (e.g. “Learn More” or “Download”), chosen from the standard options. Note that if you use a Lead Gen Form CTA, every card will link to the same form (LinkedIn doesn’t support different forms per card).

   

• File Size: Total carousel payload can be large since each image can be up to 10 MB. Ensure images are optimized; very large images might slow loading for users on slow connections (though LinkedIn will handle some optimization).

   

• Design Tips: Use consistent or complementary imagery across cards so the carousel feels like a cohesive story. You might number the cards (“1 of 5”, “2 of 5”, etc.) in a corner if showing steps. Each card should have a visual and headline that can stand alone but also make users want to swipe to the next. Carousels are a chance to get creative – e.g., break a single panoramic image into multiple cards (creating a slideshow effect) or use each card to highlight a testimonial from different content creators/clients. For example, an e-commerce tool might use a carousel where each card features a different seller success story with their photo, appealing to Amazon sellers or small businesses. Always end with a strong call-to-action on the final card (and a compelling visual there) to prompt clicks.

   

• No Video in Carousel: Currently, LinkedIn does not allow video content within carousel cards – only static images are supported.
  

Document Ads

Document Ads (sometimes called Document Content Ads) allow you to share a document (like a PDF report, whitepaper, case study, or ebook) directly in the LinkedIn feed. Users can read through a multi-page document within the ad unit and optionally download it. This format is powerful for lead generation and thought leadership – you can offer valuable content and gate it behind a Lead Gen Form if desired.

Specs for Document Ads:

• File Format: You can upload documents in PDF, DOC/DOCX (Word), or PPT/PPTX (PowerPoint) formats. PDFs are most common due to their consistent formatting.

   

• File Size & Length: Maximum file size is 100 MB, and a document can be up to 300 pages long. (That said, it’s rare users will page through extremely long documents in-feed. It’s often better to use a shorter teaser version to entice downloads of the full version.)

   

• Document Display: LinkedIn will display the document in a carousel-like viewer within the feed. Users can click through pages. For best results, aim for under 10 pages of truly important content in the in-feed preview – you can always provide a link or a prompt to download the full report if it’s longer.

   

• Page Dimensions: Standard document sizes are supported (Letter, A4, etc.), and LinkedIn will fit the pages to the frame. To ensure readability on both desktop and mobile, use a portrait orientation (tall pages) and a font size that’s not too small. Brandwatch’s guide notes that common page sizes like Letter (8.5″x11″) and A4 are supported for upload. Avoid very wide or unconventional page sizes.

   

• Text Copy Limits: Similar to other in-feed ads:

   

• Intro text: ~150 characters recommended (to entice the click to “Read” the doc).

   

• Headline: 70 characters max for the ad headline (e.g. title of your document or call-to-action like “Download our Free Guide”).

   

• There’s no separate description field beyond these.

   

• CTA and Lead Gen: You have the option to “gate” the full document behind a Lead Gen Form. For instance, you might allow users to read the first 3 pages, then require a form fill to unlock the rest. If using this, your CTA button might say “Download” or “Unlock Now” etc. (LinkedIn provides an “Unlock” CTA specifically for Article ads, while for Document Ads you’d typically use “Download”). If you prefer not to gate, users can download the document directly without filling a form – it’s up to your strategy.

   

• Technical Requirements: Ensure your PDF is properly flattened (no layers) and any hyperlinks inside it are secure (https). Complex PDFs with form fields or unusual fonts might not render perfectly, so stick to basics.

   

• Design Tips: The first page of your document is essentially the “cover” that will show in the feed. Make it attractive and clear about what the content is (e.g., include the title, a subtitle of what value the reader gets, maybe a relevant image or your branding). Think of it like a mini poster or report cover. Since LinkedIn users can preview a couple pages, consider including a quick contents page or an executive summary early to hook them. Document Ads work great for offering valuable content like “Top 10 Industry Trends (2025 report)”, “Case Study: How Company X grew with micro-influencers”, or “Ultimate Guide to B2B Ecommerce” – something your target audience will find worth downloading.
  

Event Ads

Event Ads are a newer format designed to promote LinkedIn Events (like webinars, workshops, conferences) directly in the feed. If your company hosts a LinkedIn Event (which can be virtual or in-person events listed on LinkedIn), you can sponsor an ad to boost attendance by showing key event details to a targeted audience.

Specs for Event Ads:

• LinkedIn Event Required: To create an Event Ad, you must first have an event created on LinkedIn (through your Page). The ad will pull information from the event listing (like event name, date, time, and banner image).

   

• Image: The event’s banner image is used in the ad. For best results, use a 16:9 ratio banner image for your event. LinkedIn suggests 1280 × 720 px (or 480 × 270 px minimum) for event images. JPG or PNG format, up to 5 MB.

   

• Text Fields:

   

• Event Name (Title): Up to 255 characters can be displayed in the ad, but shorter is better for quick scanning.

   

• Introductory Text: Up to 600 characters of intro/description text can be used in the ad copy – this is a lot, but try to convey the value of the event in the first sentence or two, as only part will show without clicking “see more”.

   

• Call to Action: The ad will include an RSVP button (e.g., “Register” or “Attend”) that leads to the LinkedIn Event page where users can officially click “Attend” or sign up. There isn’t a customizable CTA label; it’s tied to the event.

   

• URL: The ad’s link is automatically the LinkedIn Event page (you cannot direct it off-site; the goal is to get people to the event page to RSVP). So no custom URL is needed besides having the event set up.

   

• Other Info: Event Ads display the date, time, and possibly location (for in-person events) within the unit, so make sure those details are correct on your event listing. You can run Event Ads before the event (to drive sign-ups), and even during or after (e.g., during a live-stream event to boost live viewers, or after to promote the event recording link).

   

• Design Tips: Since the image is auto-pulled, ensure your LinkedIn Event’s banner image is appealing – perhaps a speaker’s photo, event logo, or relevant graphic. In the intro text, highlight why someone should attend: e.g. “Join our webinar to learn XYZ with [Influencer Name]” – tagging a well-known host or content creator can attract interest. Also clarify the date/time especially if it’s a webinar across time zones. Event Ads are great for community building and education: if you have an upcoming virtual panel, workshop, or product launch event, use Event Ads to get it in front of the right professionals.
  

Sponsored Messaging Ads (Message and Conversation Ads)

Sponsored Messaging Ads deliver your promotional content directly to a user’s LinkedIn inbox, rather than in the feed. This category includes Message Ads (formerly called Sponsored InMail) and Conversation Ads (interactive, multi-option messages). These formats can feel more personal, like a direct outreach, and can be effective for certain goals (like inviting someone to a webinar, offering a content download, or encouraging a direct response). Keep in mind they are only shown to users when they are active on LinkedIn and there are send frequency limits to avoid spamming (LinkedIn typically allows only one sponsored message per user every 45 days).

Message Ads (Direct Sponsored Messages)

Message Ads are one-off messages sent to a user’s inbox, appearing similar to an email or direct message from a sender of your choosing (e.g., your company’s executive or a representative). They usually contain a short message and a single CTA button. Use Message Ads when you have a specific, singular offer or invitation.

Specs for Message Ads:

• Subject Line: Up to 60 characters for the message subject line. Think of this like the email subject – it should entice the open. Keep it concise and relevant (e.g., “Invitation to our exclusive webinar”).

   

• Message Text: Up to 1,500 characters for the body of the message. In practice, shorter is better – a few brief paragraphs work best. Personalize it if possible (LinkedIn allows using the member’s first name in the greeting).

   

• Call-to-Action (CTA) Button: You can include one CTA button within the message with up to 20 characters of text on the button (e.g., “Register Now”, “Download”, “Learn More”). This button can link to a landing page or lead gen form.

   

• Optional Custom Footer: You may include a footer text (like disclaimers or opt-out info) up to 2,500 characters, but this is optional. Most advertisers keep the default LinkedIn info or a short note like “You are receiving this because…”.

   

• Banner Image (Optional): Message Ads allow an optional 300 × 250 px banner image that appears in the right side of the message on desktop. If you use it, it should be JPG/PNG and max 2 MB. This can reinforce your message (for example, a small graphic or your logo).

   

• Sender: The message will appear to come from a specific LinkedIn member’s profile (you choose a sender who is associated with your LinkedIn Page or campaign). It will use their profile name and picture, so pick someone appropriate (e.g., your company’s CEO for a high-level invite, or a rep from sales for a more conversational approach).

   

• Frequency Cap: A given LinkedIn member can receive at most one Sponsored Message (of any kind) every 45 days, so your message competes with others – make it count with a clear value to the reader.

   

• Tone Tip: Craft the message in a conversational yet professional tone. Address the recipient by name, quickly state why you’re reaching out, and what’s in it for them. For example: “Hi [Name], as a fellow [industry] professional, I thought you might find this useful… [offer].” Keep paragraphs short. For micro-influencers or community managers, this format can also be used to directly invite connections to collaborate or check something out, but use it sparingly to avoid seeming intrusive.
  

Conversation Ads (Interactive Chat Flow)

Conversation Ads take messaging a step further by allowing multiple choice paths. Essentially, you can create a mini chat bot experience in the LinkedIn inbox: the user sees an initial message with multiple buttons, and based on what they click, they receive follow-up messages. It’s a “choose your own adventure” style of ad, great for offering a few different resources or questions in one outreach.

Specs for Conversation Ads:

• Intro Message Text: Up to 8,000 characters for the initial message text. This is quite generous – you likely won’t need anywhere near that much. Focus on a greeting and a question or prompt that leads into the options. For example: “Hi [Name], interested in improving your marketing? I have a few resources that might help. What are you looking for today?”

   

• Call-to-Action Buttons: You can include up to 5 CTA buttons per message, and across the entire conversation flow you can have up to 50 buttons total (spread across different message steps). Each button can have up to 25 characters of text.

   

• Button Actions: Each button click can either:

   

• Trigger another message (allowing you to send a follow-up text – up to 8,000 chars each – that could include another set of buttons), or

   

• Open a landing page (URL) or Lead Gen Form.

   

• Custom Footer: Up to 20,000 characters for a footer text (if you need legal terms, etc.), though typically you might just include a short note or leave it blank.

   

• Images: Conversation Ads allow an optional banner image (300 × 250 px, JPG/PNG, <2MB) similar to Message Ads, displayed on desktop. Additionally, you can include a small image in the message itself (above the text and buttons), often used for branding – this should be a 250 × 250 px image (JPG/PNG, <5MB).

   

• URL Requirements: Any landing page URLs used for buttons must begin with http:// or https:// and can be up to 2,000 characters.

   

• Experience Design: Plan out your conversation tree. For instance, an initial message could offer two buttons: “Get a Product Demo” and “Download Free Guide”. If they click Demo, you send a message with thanks and a link to schedule a demo (or directly open a lead form). If they click Guide, you send a message with a link to the guide or a form to get it. You can also have a “Not Interested” option that ends the conversation gracefully. Keep the number of steps reasonable; 1-3 interactions is usually plenty to engage someone without overwhelming them.

   

• Tone Tips: Use a friendly, helpful tone as if a real person is offering assistance or resources. Even though it’s automated, it feels one-to-one, so it should not read like an ad. Perhaps incorporate emojis sparingly (LinkedIn allows up to 10 emojis per message in these ads, but keep it professional).

   

• Effectiveness: Conversation Ads can have higher engagement when the user is intrigued by the multiple choices. They’re particularly useful for lead nurturing – e.g., qualifying what a prospect is interested in and then funneling them to the right content. This format works well if you have a few different assets to offer and you’re not sure which is most relevant – you let the user self-select.
  

Text Ads (Right Rail Ads)

LinkedIn Text Ads are small, simple pay-per-click ads that usually appear in the right sidebar (rail) of the LinkedIn desktop website (and sometimes at the top of the page). They consist of a short headline, a brief description, and a small square image (usually your logo). Text Ads are only shown on desktop, not mobile, and they’re a quick way to drive traffic with a lower budget.

Specs for Text Ads:

• Ad Creative Size: These are tiny units:

   

• Image (Logo): 100 × 100 px image (JPG or PNG) up to 2 MB. Often this is your company logo or a simple graphic. Remember it will display very small.

   

• Headline: Up to 25 characters. This is the bold text that shows as the title of the ad. Make it catchy and clear (e.g., “Free SEO eBook” or “Hiring: Sales Director”).

   

• Description: Up to 75 characters. This is a short blurb following the headline. It should give a bit more context or a call-to-action (e.g., “Download our free 20-page guide on B2B marketing.”). Both headline and description should be straight to the point due to the tight limits.

   

• Destination URL: Required – where users go when they click the ad. As always, must start with http:// or https:// and can be up to 2,000 chars. Ensure it’s a fast-loading landing page since you’re paying per click.

   

• CTA Options: There’s no button on Text Ads, but you can incorporate a CTA in your text (“Learn more >” etc.). However, LinkedIn still allows you to specify a CTA in Campaign Manager for tracking. Generally, the format inherently is “click the ad to learn more”.

   

• Placement: Desktop only, on pages like the LinkedIn feed page, profile pages, etc., usually in the sidebar or banner area. They often appear as a block of two or three ads together labeled “Ads”.

   

• Usage Tips: Text Ads are great for cost-effective reach. They often have lower click-through rates (given their small size and placement), but the clicks you do get can be inexpensive and targeted. Use them to reinforce messaging from your main campaigns (e.g., if you run Sponsored Content ads, a Text Ad can serve as an extra touchpoint on desktop). Because space is limited, focus on one key offer or value prop. For example: “Need Marketing Help? Get a free consultation” could be a headline+description combo (if it fits the char limits).

   

• Targeting: Text Ads use the same robust LinkedIn targeting, so they can be an efficient way to stay visible to a specific niche (say, people with certain job titles at target companies) without heavy content production.

   

• Design: Even though the image is small, use contrasting colors or your logo to stand out. The text should ideally include a keyword or phrase that grabs the professional’s eye (like “Free”, “New”, “Hiring”, “Expert tips”, etc., depending on your goal). Since they appear alongside multiple ads, make sure yours is clear and legible.

Dynamic Ads (Personalized Sidebar Ads: Follower & Spotlight)

Dynamic Ads are a set of ad formats that appear in the right rail on desktop and automatically personalize themselves with the viewer’s own profile info (like their name, photo, job title, etc.) alongside your ad content. This personalization (“Hey John, check out Company X”) can draw attention. The two main Dynamic Ad sub-types are Follower Ads and Spotlight Ads. (LinkedIn also has Job Ads as a dynamic format for promoting job openings, and some older variants like Content Ads, but those are used less frequently or are only for managed accounts.)

Follower Ads

Follower Ads are designed to boost your Company Page or Showcase Page followers. They typically say something like “<Member Name>, follow [Company] to get updates” and may show the member’s own profile photo next to your company logo – leveraging familiarity to prompt action.

Specs for Follower Ads:

• Ad Format: The ad will include the member’s profile picture (if they’re shown it, they see their own photo) next to your Company Logo and some text urging them to follow.

   

• Company Logo: 100 × 100 px (JPG or PNG) up to 2 MB. Use your official logo for brand consistency.

   

• Text Elements:

   

• Headline: Up to 50 characters. Commonly something like “[Member Name], grow your career with [Company]” – where [Member Name] is dynamically inserted.

   

• Description: Up to 70 characters. For example: “Join [X] professionals who follow [Company]” or a value statement like “Get industry news and updates”.

   

• Company Name: Up to 25 characters (this appears in the ad, usually as part of the prompt). Typically it’s just your company/brand name; if it’s long, consider a short version so it fits.

   

• CTA Options: Instead of a traditional CTA button, Follower Ads have a built-in “Follow” button (or “Visit Page”) since the goal is to have the user follow your page. Some variations of these ads might use phrasing like “Follow” or “Visit” in the unit. According to LinkedIn, the CTA options for dynamic ads like these include things like “Visit Company” or “Follow” etc.

   

• Personalization: The member’s first name can be dynamically inserted in the text (as in examples above). Their profile photo is used as well, which is a unique feature of Dynamic Ads – it literally shows them alongside your logo, implying a connection.

   

• When to Use: Follower Ads are excellent if you want to grow your LinkedIn Page audience. More followers means more people see your organic posts and you gain credibility. This can be useful for companies ramping up their content marketing on LinkedIn or trying to build a community. It can also be targeted – e.g., you might target followers of a competitor or members of a certain industry to follow your page.

   

• Design Tip: Since the format is pre-set, you mainly supply the logo and text. Make sure your logo is clear in a 100×100 circle. Use the text to highlight what’s in it for the follower (e.g., “Get [industry] insights” or “See our product updates”). The dynamic insertion of name/photo usually grabs attention on its own (“Oh, there’s my face in that ad!”).
  

Spotlight Ads

Spotlight Ads are also dynamic, but instead of asking the user to follow a page, they include a call-to-action to visit a specific landing page of your choice. They often appear as “Hey [Name], check out [Your Product/Service]” with the user’s photo, and when clicked, take them to your website or a landing page. Spotlight Ads are great for driving traffic or conversions with a personalized touch.

Specs for Spotlight Ads:

• Images:

   

• Company Logo: 100 × 100 px (JPG or PNG, ≤ 2 MB), same as other ads.

   

• Background Image (Optional): 300 × 250 px image (JPG or PNG, ≤ 2 MB). This image serves as a backdrop on the ad (to the right side typically). If you include a background image, LinkedIn will remove the default description text area to make room for it. If you don’t include one, your ad can show a description text instead.

   

• Text Elements:

   

• Headline: Up to 50 characters. Use this to call out the user or the offer, e.g., “[Name], upgrade your skills with [Course]”.

   

• Description: Up to 70 characters, if no background image is used (because if a background image is present, the description may not show). This could be a second line persuading them (e.g., “Exclusive 50% off for professionals like you!”).

   

• Company Name: Up to 25 characters (appears usually as “from [Company]” or below the ad).

   

• CTA Text (Button Label): Up to 18 characters. This is a customizable button on Spotlight Ads (unlike Follower ads). Examples: “Learn More”, “Download”, “Join Now”, etc., or even a custom word. Choose something actionable.

   

• URL: You provide the landing page URL that the ad clicks through to. It can be any page (registration, product page, etc.). Note the URL can be up to 500 characters in these dynamic ads, but typically you’ll use a standard length URL or tracking link.

   

• Personalization: Like Follower Ads, Spotlight Ads can use the member’s name in the text and their profile photo in the ad. For example, a Spotlight Ad might literally say “<ProfilePic> <Name>, we have jobs for developers like you – [YourCompany].” This personalization aims to catch their eye.

   

• Use Cases: Spotlight Ads are ideal for specific offers. For example, promoting an upcoming e-commerce sale (“John, save 30% on our software this week”), driving downloads of an asset (“Jane, download our B2B marketing guide”), or highlighting a job opening (“Mike, now hiring Product Managers at [Company]”). They combine the personal element with a strong CTA to click out.

   

• Design Tip: If you use a background image, treat it like a small banner ad – include maybe a product image or a simple graphic related to your offer (keeping in mind it’s partially behind text and the member’s photo). Ensure any text in that image is readable at 300×250. If you prefer to have a text description instead, skip the background image so that the 70-char description text will show – this might be better if your message needs more explanation in words.

   

• Note: LinkedIn does not show the member’s profile photo if you supply a background image; it prioritizes showing your background visual over their pic. So if the personalization by photo is important to you, you might choose not to use a background image (then their photo and a white background with text is used, which is standard). If you want a more visually rich ad (with your own image), include the background image (then the member’s photo won’t show, but their name can still be in text). Decide which approach suits your campaign best.
  

LinkedIn Lead Gen Forms (For Capturing Leads)

LinkedIn’s Lead Gen Forms are not a standalone ad format but rather an add-on you can use with Sponsored Content (Single Image, Video, Carousel, Document) or Sponsored Messaging ads. Lead Gen Forms allow users to submit their contact info with one click, pre-filled from their LinkedIn profile – drastically increasing conversion rates for resource downloads, event sign-ups, etc., because the user doesn’t have to manually type anything.

If your goal is lead generation (collecting prospect info), using Lead Gen Forms can be a game-changer. Here are the key specs and fields for these forms:

• Form Fields: You can include up to 12 fields in a form, but LinkedIn recommends using 3–4 fields for best results (shorter forms = less friction). Fields can automatically pull data like Name, Email, Company, Job Title, etc., from the user’s profile. Available field categories include Contact (e.g., email, phone), Work (job title, seniority), Company (company name, industry, size), Education (degrees), and more. You can also add up to 3 custom questions (100 characters each) if you need to ask something specific not on LinkedIn’s standard list.

   

• Text Fields on Form:

   

• Offer Headline: up to 60 characters. This appears at the top of the form and should remind the user what they’re getting (e.g., “Get Your Free E-book” or “Sign up for the Webinar”).

   

• Offer Detail (Description): up to 160 characters (optional). A short paragraph can go here to provide more context or value points about the offer.

   

• Form Name: up to 256 characters (internal use – the user doesn’t see this, it’s for you to identify the form in your reports).

   

• CTA Button Label: up to 20 characters. Usually defaults to something like “Submit” or “Download”, but you can choose options like “Get Quote”, “Apply Now”, etc., depending on context.

   

• Privacy Policy: You must include a link to your privacy policy on every form (URL up to 2,000 chars) and you can add a short privacy text (up to 2,000 chars) if needed to describe how you’ll use the data.

   

• Confirmation Message: up to 300 characters. After form submission, the user sees a thank-you message. Use this to say thanks and tell them what’s next (e.g., “Thank you! Download will begin automatically. Please check your email for a copy.”). You can also include a clickable link in the confirmation (like “Visit our site” or provide a direct download link if applicable).

   

• Hidden Fields & Integration: LinkedIn allows hidden fields if you need to pass through things like campaign identifiers to your CRM. You can integrate forms directly with various marketing automation or CRM tools (or simply download a CSV later).

   

• Use with Ad Formats: When creating your Sponsored Content ad in Campaign Manager, you can choose “Collect leads using LinkedIn Lead Gen Forms” and either create a new form or use one you made prior. For Message Ads, you can attach a Lead Form as the CTA button action (e.g., the button click opens the form in the message thread).

   

• Benefits: Lead Gen Forms typically increase conversion rates significantly because they remove the extra step of going to a website and filling out a form. LinkedIn reports advertisers saw on average a 2x higher conversion rate using Lead Gen Forms compared to landing page forms. It’s especially useful on mobile where typing is tedious – one tap and the user is done.

   

• Best Practices: Keep the form simple; ask only for the info you truly need. Use the description to reinforce what they get (“We will send the guide to your email”). Make sure to follow up quickly on leads – have your email nurture or sales reach-out ready, since LinkedIn leads are often hot. Also, consider that while you get quantity, some users might use old info on LinkedIn (e.g., outdated email), so include an email verification step in your follow-up if necessary.
  

Conclusion LinkedIn Ad Specs and Sizes

LinkedIn Ads offer a powerful way to reach professionals, but to succeed you need to align with the platform’s specifications and audience expectations. By following these LinkedIn ad specs and sizes guidelines, you’ll ensure your ads look crisp, deliver properly on all devices, and meet LinkedIn’s requirements – from an eye-catching 1200×628 image in a Single Image Ad to a concise 25-character headline in a Text Ad. Technical compliance is the first step; the next is pairing it with compelling content that speaks to your target audience.

Remember, LinkedIn’s audience is in a business mindset. They respond to content that provides value, insights, or opportunities. Whether you’re leveraging a micro-influencer’s credibility in an ad, promoting a piece of UGC (like a user testimonial in a Document Ad), or simply showcasing your product’s ROI, keep the tone professional yet human. Test different formats to see what resonates – maybe your whitepaper gets better leads via a Document Ad + Lead Form, while your event next month performs best with an Event Ad and a Message Ad invite combo.

Finally, make sure to track performance and optimize. LinkedIn provides robust analytics for clicks, conversions, and even demographic breakdowns of who engaged. Use that data to refine your targeting or try new content. If your goal is to build brand awareness, focus on engagement metrics; if it’s lead gen, watch that form completion rate.