LinkedIn Ad Types and Specs: A Practical Guide

Published:
April 2, 2025

LinkedIn Ad Types and Specs: A Practical Guide 

LinkedIn ads are a goldmine for B2B marketers, if you know how to use them right. With so many ad types and formats available, it can get a little overwhelming. 

The key is understanding LinkedIn advertising specs, including LinkedIn ad dimensions, to choose the right format for your goals. Let’s break it down, so you can maximize the impact of your LinkedIn ad campaigns.

Once you know the options, you can decide if advertising on LinkedIn [Link to Advertising page] is right for you. Then check out our analysis on what makes the best LinkedIn ads [link].

LinkedIn Single Image Ads

Single image ads are the most versatile and effective LinkedIn ad type. They consist of a single image accompanied by text and a call-to-action (CTA).

LinkedIn Single Image Ad Specs:

  • Recommended image dimensions: 
    • Landscape: 1200 x 628 pixels (1.91:1 aspect ratio)
    • Square: 1200 x 1200 pixels (1:1)
    • Vertical: 628 x 1200 pixels (1:1.912:3), 600 x 900 pixels (2:3) or 720 x 900 pixels (4:5)
  • File formats: JPG, PNG, or GIF
  • Text limit: 150 characters for the headline; 70 characters for the description

Best Practices:

  • Align the ad’s visual and copy with the audience’s interests and pain points.
  • A/B test different headlines, CTAs, and visuals to optimize performance.
  • Use bold, high-contrast visuals that grab attention.

Why They Work: Single image ads are easy to produce and cost-effective, making them ideal for driving traffic and testing messaging. They work well across top-of-funnel (TOF) and middle-of-funnel (MOF) campaigns for reach and flexibility.

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Note that thought leadership ads [LINK] can be single image ads or video ads.

LinkedIn Video Ads

Video ads are a powerful medium for storytelling and explaining complex ideas. They’re a chance to showcase your brand’s personality and create deeper connections.

LinkedIn Video Ad Specs

  • Supported aspect ratios: 
    • 4:5 (vertical, 0.8)
    • 9:16 (vertical; 0.57)
    • 16:9 (landscape; 1.78)
    • 1:1 (square; 1.0)
  • Max file size: 200 MB
  • Max video length: 30 minutes (though shorter is better; aim for 15 seconds to 1 minute for TOFU and up to 3-4 minutes for lower funnel)
  • File formats: MP4

Best Practices:

  • Use video ads at MOF and BOF stages to explain your service and build trust.
  • Create explainer videos or customer testimonials to highlight your value proposition.
  • Retarget users who watched a significant percentage of your videos.

Why They Work: Video ads deliver higher intent clicks by providing context and detailed explanations. Note that they typically generate less volume compared to single-image ads.

LinkedIn Text Ads

Text ads are a cost-effective LinkedIn ad format that keeps your brand visible to your target audience. While they may not generate high click-through rates, their real strength lies in impressions.

LinkedIn Ad Specs for Text Ads

  • Headline: Up to 25 characters
  • Description: Up to 75 characters
  • File formats: JPG or PNG

Best Practices:

  • Highlight a single, clear benefit in your text.
  • Keep the messaging simple and direct.
  • Use bold fonts and emojis to make your ads stand out.

Why They Work: Text ads are inexpensive and deliver high impression counts, making them ideal candidates for subconscious branding. They’re especially effective for MOF and bottom-of-funnel (BOF) campaigns, where repeated exposure reinforces your message.

LinkedIn Message Ads

Message ads enable you to send direct messages to your target audience through LinkedIn Messaging. These ads are highly personalized and feel less intrusive than traditional email campaigns.

LinkedIn Ad Specs for Message Ads

  • Sender: Must be a LinkedIn member in your company
  • Subject line: Up to 60 characters
  • Message body: Up to 1,500 characters
  • CTA button text: Up to 20 characters

Best Practices:

  • Use a conversational tone that feels genuine and personal.
  • Offer clear value, such as event invitations, exclusive content, or special offers.
  • Include a strong CTA to guide recipients toward the desired action.
  • Avoid overly promotional language to maintain trust.

Why They Work:

Message ads provide a direct channel to communicate with your audience, making them ideal for personalized offers and nurturing high-value leads. By targeting the right audience, these ads can drive meaningful engagement and conversions.

LinkedIn Carousel Ads

Carousel ads let you showcase multiple images or messages in a single ad unit, encouraging deeper engagement.

LinkedIn Ad Specs for Carousel Ads:

  • Image dimensions: 1080 x 1080 pixels (1:1 aspect ratio)
  • Max file size:10 MB
  • Up to 10 cards per carousel

Best Practices:

  • Be sure the images flow cohesively, almost like a single extended image.
  • Use bright colors and bold text to capture attention.
  • Be cautious of costs, as LinkedIn charges for every interaction with carousel cards.

Why They Work: Carousel ads are ideal for storytelling and highlighting multiple features or products. However, their high cost-per-click makes them less suitable for smaller budgets.

LinkedIn Conversation Ads

Conversation ads are an interactive way to engage with your audience. They allow users to choose responses for a personalized experience.

LinkedIn Ad Specs for Conversation Ads:

  • Message text: up to 8,000 characters 
  • Up to 5 buttons for responses

Best Practices:

  • Use these at MOF and BOF stages for retargeting and lead generation.
  • Offer something of value, like free audits or downloadable content, rather than hard-sell CTAs.
  • Invest in witty, engaging copy that feels conversational and approachable.

Why They Work: These ads mimic natural conversations, making them more engaging. They are particularly effective when paired with a strong lead magnet.

LinkedIn Document Ads

Document ads allow users to preview and download documents, such as PDFs, directly from the platform.

LinkedIn Ad Specs for Message Ads

  • File formats: PDF, DOC, DOCX, PPT, PPTX
  • Max file size: 100 MB
  • Up to 300 pages per document

Best Practices:

  • Use document ads at MOF and BOF stages to share valuable resources like white papers, case studies, or guides.
  • Decide whether to gate your content with a lead form or offer it freely.
  • Optimize the first few pages to hook the audience and encourage downloads.

Why They Work: Document ads provide a simple  way for users to access in-depth content without leaving LinkedIn, making them ideal for delivering high-value resources.

LinkedIn Spotlight and Follower Ads

Spotlight ads are dynamic ads that personalize the message for each viewer, while follower ads encourage users to follow your company page.

LinkedIn Ad Specs for Spotlight and Follower Ads:

  • Company Logo Size: 100 x 100 pixels
  • Company Logo File Type: JPG or PNG
  • Company Logo File Size: 2 MB

Best Practices:

  • Use spotlight ads to highlight specific offers or opportunities.
  • Deploy follower ads at TOF stages to grow your LinkedIn audience.
  • Keep the messaging clear and direct to maximize engagement.

Why They Work: These low-cost formats work for driving awareness and growing your audience. Their dynamic nature creates personalized experiences for users.

LinkedIn Event Ads

Event ads are designed to promote events, making it easy for users to register directly.

LinkedIn Ad Specs for Event Ads:

  • Image Ratio: 4:1 (image will be pulled from the Event page)
  • Event name (optional): 255 characters
  • Introductory text :  600 characters

Best Practices:

  • Use event ads to drive attendance for webinars, conferences, or live sessions.
  • Pair with single image ads for additional visibility.

Why They Work: Event ads streamline the registration process, making them a convenient option for event promotion.

Conclusion: Getting the most out of your ads

Understanding LinkedIn ad types and their specifications is the foundation of a successful advertising strategy. Each format has its strengths and is best suited for specific funnel stages. By leveraging the right combination of ad types, from single image ads to conversation ads, you can optimize your campaigns to meet your business goals and engage your audience effectively.

Could your LinkedIn ads be doing more? Try out our free ads audit offer to learn how to make the most of your advertising budget.

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