The LinkedIn paid social spec hub

The LinkedIn paid social spec hub

Paid social

Find the design and technical requirements you need to get your LinkedIn ad campaign up and running.
Learn about dimensions, character limits, creative recommendations, and more for LinkedIn’s ad formats in the sections below.

Want to bring your LinkedIn Company Page to life?

CHECK OUT OUR ORGANIC SOCIAL SPEC HUB

Single Image Ads

Native ads that run in the LinkedIn Feed. On desktop and mobile.

Design recommendations

File type: JPG or PNG

File size: 5MB

Aspect ratio:

  • 1.91:1 (horizontal, desktop and mobile)
  • 1:1 (square, desktop and mobile)
  • 1:1.91 (vertical, mobile only)

Copy recommendations

Ad name (optional): 255 characters

Headline: 70 characters

Introductory text:  150 characters

Description (LAN only): 70 characters. Only required if you use the LinkedIn Audience Network (LAN)

Technical requirements

File type: JPG or PNG

File size: 5MB

Call-to-action options

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

Horizontal

Minimum: 640 x 360 pixels

Maximum: 7680 x 4320 pixels

Recommended: 1.91:1 – 1200 x 628 pixels

Square

Minimum: 360 x 360 pixels

Maximum: 4320 x 4320 pixels

Recommended: 1:1 – 1200 x 1200 pixels

Vertical

Minimum: 360 x 640 pixels

Maximum: 1254 x 2400 pixels

Recommended:

  • 1:1.91 - 628 x 1200 pixels
  • 2:3 - 600 x 900 pixels
  • 4:5 - 720 x 900 pixels

URL requirements

Landing page URL: Required

URL prefix: http:// or https://

URL characters: 2000 characters for destination field URL

Carousel Ads

Interactive ads that tell a story. Inspire your audience to take action.

Design recommendations

File type: JPG or PNG

Ratio: 1:1

Dimensions: At least 1080 x 1080 pixels

Copy recommendations

Ad name (optional): 255 characters

Card headline:
45 characters (without Lead Gen Form)
30 characters (with Lead Gen Form)

Introductory text: 255 characters

Technical requirements

Number of carousel cards: 2 – 10 cards

Maximum file size: 10MB

URL requirements

Landing page URL: Required

URL prefix: http:// or https://

URL characters: 2000 characters for destination field URL

 *Unfortunately, you can’t use video in Carousel ads yet.

Video Ads

Native in-feed video for every stage of the buyer journey.

Design recommendations

Video file type: MP4

Video sound format: AAC or MPEG4

Recommended frame rate: 30 frames per second

Custom thumbnail: Optional but recommended

Copy recommendations

Ad name (optional): 255 characters

Headline: 70 characters

Introductory text: 150 characters

Technical requirements

Video file size: 75KB (min) – 200MB (max)

Video duration: 3 seconds – 30 minutes

Video captions (optional): Video sound file size less than 64kHz

Call-to-action options

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

Landscape

Aspect ratio: 16:9 (1.78)

Aspect ratio tolerance: 5%

Minimum: 640 x 360 pixels

Maximum: 1920 x 1080 pixels

Square

Aspect ratio: 1:1 (1.0)

Aspect ratio tolerance: 5%

Minimum: 360 x 360 pixels

Maximum: 1920 x 1920 pixels

Vertical

Aspect ratio:
9:16 (0.57)
4:5 (0.8)

Aspect ratio tolerance: 5%

Minimum: 360 x 640 pixels

Maximum:
1080 x 1920 pixels (9:16)
2340 x 4320 pixels (4:5)

URL requirements

Landing page URL: Required

URL prefix: http:// or https://

URL characters: 2000 characters for destination field URL

Thumbnails

Video thumbnail file format: JPG or PNG

Video thumbnail max file size: 2MB video

Thumbnail aspect ratio & resolution: Match video

Event Ads

Amplify your LinkedIn Event attendance. Build your online community.

Design recommendations

Image Ratio: 4:1 (image will be pulled from the Event page)

Copy recommendations

Event name (optional): 255 characters

Introductory text:  600 characters

URL requirements

Event URL: Required, LinkedIn Event page URLs only

URL prefix: http:// or https://

URL characters: 2000 characters for destination field URL

Conversation Ads

Start professional conversations. Engage your prospects in LinkedIn Messaging.

Please note: LinkedIn have discontinued location targeting in the European Union (EU)
on all Sponsored Messaging campaigns, effective 10 January 2022. Learn more.

Design recommendations

Banner file type (optional): JPG or PNG

Banner image size (optional): 300 x 250 pixels

Banner image file size (optional): 2MB

Sender image: LinkedIn will use the profile image of the designated sender

Copy recommendations

Ad name (optional): 255 characters

Message text:  500 characters

Custom footer:  2500 characters

Call-to-action:  25 characters

URL requirements

Event URL: Required

URL prefix: http:// or https://

URL characters: 1024 characters for destination field URL

Message Ads

Reach out to your audience directly. Drive interest and spark action.

Please note: LinkedIn have discontinued location targeting in the European Union (EU)
on all Sponsored Messaging campaigns, effective 10 January 2022. Learn more.

Design recommendations

Banner file type (optional): JPG or PNG

Banner image size (optional): 300 x 250 pixels

Banner image file size (optional): 2MB

Sender image: LinkedIn will use the LinkedIn profile image of designated sender

Copy recommendations

Ad name (optional): 50 characters

Message subject: 60 characters

Message text: 1500 characters

Custom footer: 2500 characters

Call-to-action: 20 characters

URL requirements

Landing page URL: Required

URL prefix: http:// or https://

URL characters: 1024 characters for destination field URL

Follower Ads

Build your community. Highlight your LinkedIn Page seamlessly.

Design recommendations

Image ratio: 100 x 100 pixels

File type: JPG or PNG

File size: 2MB

Copy recommendations

Headline: 50 characters

Description: 70 characters

Company name: 25 characters

Call-to-action options

  • Visit careers
  • Visit company
  • Visit jobs
  • Visit life

Headline options

  • [FIRST_NAME], [COMPANY_NAME] is hiring!
  • [FIRST_NAME], current recruiting in your sector!
  • [FIRST_NAME], explore relevant opportunities with [COMPANY_NAME]!
  • [FIRST_NAME], get the latest on [COMPANY_NAME] new, jobs, and more!
  • [FIRST_NAME], Get the latest on [COMPANY_NAME] News, Jobs, and More
  • [FIRST_NAME], grow your business with news and insights from [COMPANY_NAME]
  • [FIRST_NAME], grow your career by following [COMPANY_NAME]
  • [FIRST_NAME], keep up with relevant opportunities at [COMPANY_NAME]
  • [FIRST_NAME], keep up with the latest insights from [COMPANY_NAME]
  • [FIRST_NAME], ready for your dream job?
  • [FIRST_NAME], you might like to follow [COMPANY_NAME]
  • Grow your business with insights from [COMPANY_NAME]
  • Grow your business with news and insights from [COMPANY_NAME]

Spotlight Ads

Increase website traffic. Showcase whatever works for you.

Design recommendations

Company logo size: 100 x 100 pixels

Company logo file type: JPG or PNG

Company logo file size: 2MB

Background image file type (optional): JPG or PNG

Background image dimensions (optional): 300 x 250 pixels

Background image file size (optional): 2MB

Copy recommendations

Headline: 50 characters

Description: 70 characters

Company name: 25 characters

Call-to-action: 18 characters

URL requirements

Landing page URL: Required

URL prefix: http:// or https://

URL characters: 500 characters for destination field URL

Call-to-action options

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

Text Ads

Reach out to new customers. All on a budget that suits you.

Design recommendations

Company logo size: 100 x 100 pixels

Company logo file type: JPG or PNG

Company logo file size: 2MB

Background image file type (optional): JPG or PNG

Background image dimensions (optional): 300 x 250 pixels

Background image file size (optional): 2MB

Copy recommendations

Headline: 50 characters

Description: 75 characters

Company name: 25 characters

Call-to-action: 18 characters

URL requirements

Landing page URL: Required

URL prefix: http:// or https://

URL characters: 500 characters for destination field URL

Call-to-action options

  • Apply
  • Download
  • View Quote
  • Learn More
  • Sign Up
  • Subscribe
  • Register
  • Join
  • Attend
  • Request Demo

Lead Gen Forms

High-quality lead generation. In a simple, pre-filled form.

Copy recommendations

Form name: 256 characters

Landing page URL: 2000 characters

Offer headline: 60 characters

Offer detail (optional): 160 characters

Privacy policy: 2000 characters

Call-to-action: 20 characters

Confirmation message: 300 characters

Form recommendations

Form fields:

3-4 fields are recommended as best practice

12 fields are the maximum

Custom questions

Number of custom questions (optional): 3

Number of characters in a custom question: 100

Contact form field

  • First name
  • Last name
  • Email address
  • LinkedIn Profile URL
  • Phone number
  • City
  • State/Province
  • Country/Region
  • Postal/Zip code
  • Work email
  • Work phone number

Work form field

  • Job title
  • Function
  • Seniority

Company form field

  • Company name
  • Company size

Industry form field

  • Education degree
  • Field of study
  • University/School
  • Start date
  • Graduation date

Demographic form field

  • Gender

Transmission is a full-service B2B agency with a long record of creating award-winning LinkedIn content and creative.

As a LinkedIn Marketing Partner, we help our clients deliver innovative in-platform experiences driven by creative that distracts. And we do it all in a single, unified offering.

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