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The Ultimate Guide to LinkedIn Ad Specs in 2025

  • Writer: Peter Verdes
    Peter Verdes
  • Feb 11
  • 3 min read

Updated: Feb 12

LinkedIn remains one of the most powerful B2B advertising platforms. However, to maximize the effectiveness of your campaigns, it's crucial to understand the ad specifications and best practices for each format. Below is a detailed guide covering LinkedIn’s key ad formats, their specs, and when to use them.

 

LinkedIn Ad SPECS, Objectives and Best Ad Formats

Before selecting an ad format, it’s important to align it with your campaign objectives. The table below summarizes LinkedIn’s key advertising objectives, the best formats for each, and key considerations.

Mastering Facebook Ads 2025, Facebook Dashboard

Objective

Best Ad Formats

Key Considerations

Brand Awareness

Single Image, Video, Carousel, Spotlight

Focus on engaging visuals and concise messaging

Website Visits

Single Image, Video, Text, Dynamic Ads

Use strong CTAs and compelling copy

Engagement

Carousel, Video, Conversation Ads

Encourage interaction with polls, questions, or storytelling

Lead Generation

Lead Gen Forms, Message Ads, Document Ads

Offer valuable resources in exchange for contact details

Website Conversions

Single Image, Carousel, Video

Optimize landing pages for smooth conversion experiences

Job Applications

Job Ads, Sponsored Content

Highlight company culture and benefits

Event Registrations

Event Ads, Message Ads, Conversation Ads

Create urgency and showcase event value


1. Sponsored Content (Single Image Ads)

Best for: Brand awareness, lead generation, website traffic

  • Image Size: 1200 x 627 pixels (1.91:1 ratio)

  • File Type: PNG, JPG

  • Max File Size: 5MB

  • Headline: Up to 200 characters

  • Intro Text: Up to 600 characters

  • CTA Options: Learn More, Register, Subscribe, Download, Sign Up, etc.

📌 Tip: Keep the text concise and use eye-catching visuals to grab attention.


2. Carousel Ads

Best for: Showcasing multiple products, telling a brand story, nurturing leads

  • Image Size: 1080 x 1080 pixels (1:1 ratio)

  • File Type: PNG, JPG

  • Max File Size: 10MB per image

  • Cards per Ad: 2 to 10

  • Headline: Up to 45 characters per card

  • Intro Text: Up to 255 characters

📌 Tip: Ensure each card tells a part of the story to encourage swiping.


3. Video Ads

Best for: Brand storytelling, product demos, engagement

  • Resolution: Minimum 360p, Recommended 1080p

  • Aspect Ratios: 1:1, 16:9, or 9:16

  • Max File Size: 200MB

  • Duration: 3 seconds to 30 minutes

  • Intro Text: Up to 600 characters

📌 Tip: Capture attention in the first 3 seconds and include captions for silent viewing.


4. Message Ads (InMail Ads)

Best for: Personalized outreach, direct engagement, event invitations

  • Message Subject: Up to 60 characters

  • Message Body: Up to 1500 characters

  • CTA Button: Up to 20 characters

  • Banner (optional): 300 x 250 pixels (Max size: 40KB, JPG/PNG/GIF)

📌 Tip: Personalize messages and keep them clear and direct.

  

5. Text Ads

Best for: Cost-effective brand awareness, lead generation

  • Headline: Up to 25 characters

  • Description: Up to 75 characters

  • Image (Optional): 100 x 100 pixels, PNG/JPG, max 2MB

📌 Tip: Use a strong CTA and concise messaging to drive clicks.


6. Dynamic Ads (Spotlight, Follower Ads)

Best for: Personalization, follower growth, traffic generation

  • Image Size: 100 x 100 pixels

  • Headline: Up to 50 characters

  • CTA: Up to 25 characters

  • Personalization: Auto-fills user details (name, job title, etc.)

📌 Tip: Use personalization wisely to make ads feel more engaging.


7. Event Ads

Best for: Driving registrations for LinkedIn Events

  • Image Size: 1200 x 628 pixels

  • Max File Size: 5MB

  • Headline: Up to 255 characters

  • Intro Text: Up to 600 characters

📌 Tip: Use clear event details and an engaging CTA.


8. Conversation Ads

Best for: Interactive engagement, lead nurturing

  • Message Body: Up to 1500 characters

  • CTA Options: Multiple choices with buttons

  • Banner (Optional): 300 x 250 pixels

📌 Tip: Provide value-driven choices to keep engagement high.


9. Document Ads

Best for: Sharing whitepapers, reports, and case studies

  • File Formats: PDF, DOCX, PPTX

  • Max File Size: 100MB

  • Headline: Up to 70 characters

  • Intro Text: Up to 600 characters

📌 Tip: Gated content can help generate high-quality leads.


10. Lead Gen Forms

Best for: Capturing leads directly on LinkedIn

  • Pre-Filled Fields: Name, Email, Job Title, Company Name

  • Custom Questions: Up to 3

  • CTA Options: Download, Get Quote, Learn More

📌 Tip: Keep forms short and relevant to improve conversions.


11. Jobs Ads

Best for: Promoting job opportunities

  • Image Size: 1200 x 627 pixels

  • Max File Size: 5MB

  • Intro Text: Up to 600 characters

  • CTA Options: Apply, Learn More

📌 Tip: Highlight key job benefits and company culture.

 

Final Thoughts

Understanding LinkedIn’s ad specs ensures your campaigns look professional and perform optimally. Whether you're running brand awareness campaigns, generating leads, or driving website traffic, choosing the right format and following the best practices can significantly impact your success.

 

Are you ready to optimize your LinkedIn Ads?

Get in touch, and let's craft a winning strategy together! 🚀



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