The LinkedIn paid social spec hub

Single Image Ads

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

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)

Design recommendations

File type: JPG or PNG

File size: 5MB

Aspect ratio:

• 4:5 (vertical, mobile only)
• 1.91:1 (horizontal, desktop and mobile)
• 1:1 (square, desktop and mobile)

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

Aspect ratio: 4:5

Minimum: 360 x 450 pixels

Maximum: 3456 x 4320 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.

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

Design recommendations

File type: JPG or PNG

Ratio: 1:1

Dimensions: At least 1080 x 1080 pixels

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.

Copy recommendations

Ad name (optional): 255 characters

Headline: 70 characters

Introductory text: 150 characters

Design recommendations

Video file type: MP4

Video sound format: AAC or MPEG4

Recommended frame rate: 30 frames per second

Custom thumbnail: Optional but recommended

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: 4:5 (0.8)

Aspect ratio tolerance: 5%

Minimum: 360 x 450 pixels

Maximum: 1080 x 1350 pixels

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.

Copy recommendations

Event name (optional): 255 characters

Introductory text:  600 characters

Design recommendations

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

URL requirements

Event URL: Required, LinkedIn Event page URLs only

URL prefix: http:// or https://

URL characters: 2000 characters for destination field URL

Document Ads

Share documents in the feed. Generate leads in the process.

Copy recommendations

Ad name (optional): 255 characters

Headline: 70 characters

Introductory text: 150 characters

Design recommendations

File type: PDF, DOC, DOCX, PPT, PPTX

File size: 100MB

Aspect Ratio: Vertical, Horizontal, Square

Number of pages: under 10 pages (300 pages maximum or 1 MM words)

Layout recommendations: Letter, Tabloid, Legal, Statement, Executive, Folio, A3, A4, B4, B5

Technical requirements

• PDFs with multiple layers must be flattened or merged
• PDFs with multiple-sized pages must be fit to the same page size
• Review LinkedIn’s Copyright Policy to ensure your document is compliant
• Please ensure that your document has secure hyperlinks

Call-to-action options

Ungated

• Download document

Gated with Lead Gen Form:

• Unlock full document (shown at the bottom of the ad and once the maximum number of pages have been viewed)

URL requirements

No URL requirements

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.

Copy recommendations

Ad name (optional): 255 characters

Message text:  500 characters

Custom footer:  2500 characters

Call-to-action:  25 characters

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

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.

Copy recommendations

Ad name (optional): 50 characters

Message subject: 60 characters

Message text: 1500 characters

Custom footer: 2500 characters

Call-to-action: 20 characters

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

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.

Copy recommendations

Headline: 50 characters

Description: 70 characters

Company name: 25 characters

Design recommendations

Image ratio: 100 x 100 pixels

File type: JPG or PNG

File size: 2MB

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.

Copy recommendations

Headline: 50 characters

Description: 70 characters

Company name: 25 characters

Call-to-action: 18 characters

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

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.

Copy recommendations

Headline: 25 characters

Description: 75 characters

Call-to-action: 18 characters

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

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

Thought Leader Ads

Promote authentic content from your executives and employees.

Copy recommendations

Introductory text: 150 characters to avoid truncation across all devices

Maximum character count: 3,000 characters

Design recommendations

File type: JPG or PNG

File size limit: 5MB

Square

Aspect ratio: 1:1

Recommended size: 1200 x 1200 pixels

Horizontal

Aspect ratio: 1.91:1

Recommended dimensions: 1200 x 628 pixels

Vertical

Aspect ratio: 1:1.91

Recommended dimensions: 628 x 1200 pixels

Limitations

Campaign Objectives: Only available for Brand Awareness and Engagement objectives.

Ad formats: Only available through Single Image and Video ad formats. LinkedIn articles or newsletters, documents, polls, and multi-images aren’t currently eligible for promotion.

Reporting: Campaign Manager will report on the performance of the paid ad only. Your employee can view the aggregated organic and paid metrics on their organic post from their profile.

Request limit: You can send a maximum of five Thought Leader ad requests to each account. If they don’t respond to those requests, you won’t be able to send another.

Permissions: When a request has been sent, the post’s author will receive an email redirecting them to a page in Campaign Manager. Pages will show the post that the company is proposing to promote as well as:

• Options to approve or reject
• Terms and conditions
• Campaign start date and end date

Call-to-action (CTA): Thought Leader ads don’t have a CTA button but URLs can be added to the intro text.