LinkedIn Ad Specs & Sizes: Complete Format Guide (2026)
LinkedIn ad specs differ significantly from Meta's — character limits are more generous, professional aesthetics matter more, and document ads (PDF carousels) are a unique format with no equivalent elsewhere. Getting the specs right ensures your B2B ads render professionally across desktop and mobile LinkedIn.
Quick Reference Table
| Format | Image/Video Size | Aspect Ratio | Headline | Intro Text |
|---|---|---|---|---|
| Single Image | 1200 × 627px | 1.91:1 | 70 chars | 150 chars (before truncation) |
| Carousel (Image) | 1080 × 1080px | 1:1 | 45 chars per card | 255 chars total |
| Video | 1920 × 1080px | 16:9 or 1:1 | 70 chars | 150 chars |
| Document Ad | 1080 × 1080px or 1080 × 1920px | 1:1 or vertical | 70 chars | 150 chars |
| Event Ad | 1200 × 627px | 1.91:1 | 255 chars | 600 chars |
| Text Ad | 100 × 100px (thumbnail) | 1:1 | 25 chars | 75 chars |
| Message Ad | 300 × 250px (banner) | N/A | N/A | 500 chars |
Sponsored Content: Single Image Ads
Image:
- Recommended: 1200 × 627px (1.91:1 ratio)
- Also supported: 1080 × 1080px (1:1 — takes more vertical space in feed)
- Min: 400px wide
- File types: JPG, PNG, GIF (static)
- Max file size: 5MB
Copy:
- Intro text: 150 characters before "...see more" (max 600)
- Headline: 70 characters before truncation (max 200)
- Description: 100 characters (max 300, not always displayed)
Pro tip: 1:1 images take up more vertical space in the LinkedIn feed than 1.91:1 — giving you more visibility. Test both ratios.
Video Ads
Video:
- Recommended: 1920 × 1080px (16:9) or 1080 × 1080px (1:1)
- Also: 1080 × 1920px (9:16 for mobile-first)
- Duration: 3 seconds to 30 minutes (15-30 seconds recommended for Sponsored Content; 30-90 seconds for thought leadership)
- File types: MP4
- Max file size: 200MB
- Captions: Strongly recommended — LinkedIn auto-generates or accept SRT upload
Copy: Same as single image specs.
Carousel Ads (Image Cards)
- Cards: 2-10 image cards
- Image size: 1080 × 1080px (1:1) per card
- File type: JPG, PNG
- Max file size: 10MB per card
- Headline per card: 45 characters
- Intro text: 255 characters
Document Ads (PDF Carousels — LinkedIn's Secret Weapon)
Document Ads display a PDF as a swipeable carousel in the LinkedIn feed. This is LinkedIn's highest-engagement B2B format.
- Pages: Up to 300 pages (10-15 recommended for ads)
- Page size: Design at 1080 × 1080px (1:1) or 1080 × 1920px (vertical) within the PDF
- File type: PDF
- Max file size: 100MB
- Lead gen gate: Can require form fill after X pages
Text Ads & Message Ads
Text Ads (Right Rail / Top Bar):
- Thumbnail: 100 × 100px (1:1)
- Headline: 25 characters
- Description: 75 characters
Message Ads (InMail):
- Banner image: 300 × 250px
- Message body: 500 characters recommended (up to 1,500)
- CTA button: 20 characters
LinkedIn vs. Meta: Key Spec Differences
| Element | Meta (Facebook/IG) | |
|---|---|---|
| Default image ratio | 1.91:1 (landscape) | 1:1 or 4:5 (square/portrait) |
| Intro text visible | 150 chars | 125 chars |
| Headline display | Always shown | FB yes, IG no |
| Video max size | 200MB | 4GB |
| Unique format | Document Ads (PDF) | Collection + Instant Experience |
| Primary audience | Professional/B2B | Consumer/mixed |
| Tone expectation | Professional | Varies by audience |
Production Tips for LinkedIn Ads
Professional design is non-negotiable. LinkedIn's audience expects polished, business-quality creative. Casual/UGC-style content that works on TikTok often underperforms on LinkedIn.
Use Document Ads for lead gen. PDF carousels with valuable content (frameworks, checklists, reports) gated behind a lead form are LinkedIn's most cost-effective lead gen format for B2B.
Write longer copy than on Meta. LinkedIn's audience reads more. 150-300 character intro text with substantive, value-driven messaging outperforms short/punchy copy that works on Facebook.
Include company logos and credibility markers. B2B audiences look for authority signals. Feature client logos, industry certifications, and company size/funding in your creative.
LinkedIn Ad Specs FAQ
What's the best LinkedIn ad format in 2026?
Document Ads (PDF carousels) for lead generation and engagement. Single Image ads for awareness and traffic. Video for thought leadership and brand storytelling. Test based on your objective.
Can I use the same creative on LinkedIn and Facebook?
The specs are different (LinkedIn defaults to landscape, Meta to square/portrait), and the audience expectations differ significantly. Adapt your creative — don't just resize.
What video length works best on LinkedIn?
15-30 seconds for direct response Sponsored Content. 60-90 seconds for thought leadership and brand storytelling. LinkedIn's audience has more patience than social feeds, but respect their professional context.
Get LinkedIn Specs Right, Then Get the Strategy Right
Correct specifications are the entry ticket. Performance comes from understanding LinkedIn's professional audience and creating content that earns their attention in a business context. Research winning LinkedIn ads in Adlude Discovery and adapt the B2B creative patterns for your brand.