When it comes to creating ads on LinkedIn, having the right ad template size is crucial for getting your message across effectively. LinkedIn offers several standard ad formats and dimensions to choose from when designing your ads. Selecting the proper size will allow your ad to be displayed properly across different devices and maximize your advertising impact.
What are the LinkedIn ad sizes?
LinkedIn provides advertisers with three main ad template sizes to select from:
- Single Image Ad: 1,128 x 376 pixels
- Carousel Image Ad: 1,128 x 376 pixels (per image)
- Video Ad: 1,280 x 720 pixels (16:9 aspect ratio)
Understanding the requirements for each format is important so your creative assets meet the proper specifications. Here is an overview of the key ad dimensions on LinkedIn:
Single Image Ads
Single image ads contain one static image. The required image size is 1,128 x 376 pixels, which is considered the standard ad unit on LinkedIn. This ad template is designed to span the full width of the LinkedIn desktop feed and mobile news feed. Some key guidelines for single image ads include:
- File type: JPG, PNG, or GIF (under 8MB file size)
- Dimensions: 1,128 pixels wide x 376 pixels tall
- Headlines: 25 characters maximum
- Body text: 70 characters maximum
Single image ads allow advertisers to use compelling visuals to capture attention and communicate their message concisely with short copy. They are a versatile option that can work for most campaign objectives.
Carousel Image Ads
Carousel ads feature multiple rotating images that scroll horizontally like a slideshow. Each image must be 1,128 x 376 pixels to fit properly within the standard LinkedIn ad unit. Other specifications include:
- 2-10 images in the carousel
- Individual image size: 1,128 x 376 pixels
- File types: JPG, PNG, or GIF (under 8MB each)
- Headlines: 25 characters
- Body text: 70 characters
The carousel format allows advertisers to showcase multiple products, tell a story, or highlight different features or benefits of what they are promoting. Carousels work well when you have a lot of visual content to share with the viewer.
Video Ads
Video ads on LinkedIn must be uploaded in 16:9 aspect ratio and are recommended to be high definition 1080p (or 720p minimum). Some additional video ad specifications include:
- File types accepted: .MP4, .MOV, .WMV
- Recommended Resolution: 1920×1080 (1080p HD)
- Minimum Resolution: 1280×720 (720p HD)
- Aspect Ratio: 16:9
- Max File Size: 10GB
- Frame Rate: 30fps
- Max Length: 3 minutes (shorter is recommended)
Video is a compelling, engaging format that can demonstrate your product in action, tell a brand story, or convey emotion. Videos under 30 seconds tend to see higher view-through rates on LinkedIn.
LinkedIn ad dimensions for different placements
In addition to the main ad unit sizes, some special ad placements on LinkedIn have different dimensions to keep in mind. The various placements you can choose from include:
- Sponsored Content
- Message Ads
- Text Ads
- Dynamic Ads
- Conversation Ads
Understanding the size requirements for each will allow you to properly design and scale your creative. Let’s look at the key dimensions for each special placement.
Sponsored Content
Sponsored Content refers to native, in-feed ads on LinkedIn that match the look and feel of organic posts. The images and videos will appear at different sizes depending on device and feed type, including:
- Feed Desktop Image: 546 x 364 pixels
- Feed Mobile Image: 500 x 500 pixels
- Inbox Desktop Image: 150 x 112 pixels
- Inbox Mobile Image: 96 x 96 pixels
Providing both desktop and mobile image assets will allow your Sponsored Content to adapt seamlessly across placements. Square images tend to perform well in the mobile inbox.
Message Ads
Message ads appear in the LinkedIn messaging inbox as more conversational units. The required image size is 1200 x 627 pixels to ensure quality and legibility across devices. Some tips for Message ads include:
- Image Dimensions: 1200 x 627 pixels
- Image Aspect Ratio: 1.91:1
- Image Format: JPG, PNG, BMP
- Image Size: Max 5MB
- Text Limit: 300 characters
Message ads have a different objective than feed ads, aiming to engage users and potentially trigger a click-through to drive a conversion. The larger image gives your visual content room to make an impact.
Text Ads
As the name implies, text ads contain only text and are displayed in the LinkedIn feed stream. The requirements include:
- Headline: 25 characters
- Body text: 70 characters
Text ads have a simple, streamlined format with no images or videos. You must grab attention and communicate persuasively using only 95 characters of copy. Clear messaging is crucial.
Dynamic Ads
Dynamic ads pull content automatically from a product catalog you set up based on target audience interests. The image and video assets for dynamic ads should follow the standard required dimensions:
- Single Image: 1,128 x 376 pixels
- Video: 1280 x 720 aspect ratio 16:9
Dynamic ads allow you to serve personalized, relevant content to prospects without constant manual ad management. Optimize the assets in your product catalog for quality and consistency.
Conversation Ads
Conversation ads feature interactive clickable buttons that drive users to take action through an instant messaging-style conversation. Assets include:
- square banner image: 300 x 300 pixels
- call-to-action button: 300 x 50 pixels
- custom background color code value
Conversation ads enable customized messaging and provide a way to engage your target audience for building relationships.
How to make sure your assets are sized properly
Now that you know the requirements for each LinkedIn ad format and placement, here are some tips for ensuring your creative assets are sized correctly:
- Use image editing software like Photoshop, Canva, or Adobe Illustrator to check dimensions.
- Adjust image resolution and resize/crop to exact pixels.
- Save images at high resolution (at least 72 dpi).
- Verify video resolution and aspect ratio settings.
- Use quality JPEG compression for image optimization.
- Check file sizes to ensure they are within size limits.
It is also a smart practice to preview your ads in LinkedIn’s own creative testing tool to verify they will render properly. This can help spot formatting issues before running your campaigns live.
Conclusion
When designing LinkedIn ads, adhering to the recommended specifications is key for ensuring your ads display properly and look professional. The standard single image ad unit is 1,128 x 376 pixels, but different placements like Sponsored Content or Message Ads may require smaller or larger dimensions for optimal quality. Know the image, video, and text requirements for each format and frequently check that your creative is sized correctly before uploading. With proper ad dimensions and high-quality assets, your LinkedIn ads will look polished and maximally effective at engaging your audience.
