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?
Single Image Ads
Native ads that run in the LinkedIn Feed. On desktop and mobile.
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)
File type: JPG or PNG
File size: 5MB
Aspect ratio:
- 1.91:1 (horizontal, desktop and mobile)
- 1:1 (square, desktop and mobile)
- 4:5 (vertical, mobile only)
File type: JPG or PNG
File size: 5MB
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
Minimum: 640 x 360 pixels
Maximum: 7680 x 4320 pixels
Recommended: 1.91:1 – 1200 x 628 pixels
Minimum: 360 x 360 pixels
Maximum: 4320 x 4320 pixels
Recommended: 1:1 – 1200 x 1200 pixels
Aspect ratio: 4:5
Minimum: 360 x 450 pixels
Maximum: 3456 x 4320 pixels
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.
Ad name (optional): 255 characters
Card headline:
45 characters (without Lead Gen Form)
30 characters (with Lead Gen Form)
Introductory text: 255 characters
File type: JPG or PNG
Ratio: 1:1
Dimensions: At least 1080 x 1080 pixels
Number of carousel cards: 2 – 10 cards
Maximum file size: 10MB
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.
Ad name (optional): 255 characters
Headline: 70 characters
Introductory text: 150 characters
Video file type: MP4
Video sound format: AAC or MPEG4
Recommended frame rate: 30 frames per second
Custom thumbnail: Optional but recommended
Video file size: 75KB (min) – 200MB (max)
Video duration: 3 seconds – 30 minutes
Video captions (optional): Video sound file size less than 64kHz
- Apply
- Download
- View Quote
- Learn More
- Sign Up
- Subscribe
- Register
- Join
- Attend
- Request Demo
Aspect ratio: 16:9 (1.78)
Aspect ratio tolerance: 5%
Minimum: 640 x 360 pixels
Maximum: 1920 x 1080 pixels
Aspect ratio: 1:1 (1.0)
Aspect ratio tolerance: 5%
Minimum: 360 x 360 pixels
Maximum: 1920 x 1920 pixels
Aspect ratio: 4:5 (0.8)
Aspect ratio tolerance: 5%
Minimum: 360 x 450 pixels
Maximum: 1080 x 1350 pixels
Landing page URL: Required
URL prefix: http:// or https://
URL characters: 2000 characters for destination field URL
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.
Event name (optional): 255 characters
Introductory text: 600 characters
Image Ratio: 4:1 (image will be pulled from the Event page)
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.
Ad name (optional): 255 characters
Headline: 70 characters
Introductory text: 150 characters
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
- 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
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)
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.
Ad name (optional): 255 characters
Message text: 500 characters
Custom footer: 2500 characters
Call-to-action: 25 characters
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
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.
Ad name (optional): 50 characters
Message subject: 60 characters
Message text: 1500 characters
Custom footer: 2500 characters
Call-to-action: 20 characters
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
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.
Headline: 50 characters
Description: 70 characters
Company name: 25 characters
Image ratio: 100 x 100 pixels
File type: JPG or PNG
File size: 2MB
- Visit careers
- Visit company
- Visit jobs
- Visit life
- [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.
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
Headline: 50 characters
Description: 70 characters
Company name: 25 characters
Call-to-action: 18 characters
Landing page URL: Required
URL prefix: http:// or https://
URL characters: 500 characters for destination field URL
- 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.
Headline: 50 characters
Description: 75 characters
Company name: 25 characters
Call-to-action: 18 characters
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
Landing page URL: Required
URL prefix: http:// or https://
URL characters: 500 characters for destination field URL
- 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.
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 fields:
3-4 fields are recommended as best practice
12 fields are the maximum
Number of custom questions (optional): 3
Number of characters in a custom question: 100
- First name
- Last name
- Email address
- LinkedIn Profile URL
- Phone number
- City
- State/Province
- Country/Region
- Postal/Zip code
- Work email
- Work phone number
- Job title
- Function
- Seniority
- Company name
- Company size
- Education degree
- Field of study
- University/School
- Start date
- Graduation date
- Gender
Thought Leader Ads
Promote authentic content from your executives and employees.
Introductory text: 150 characters to avoid truncation across all devices
Maximum character count: 3,000 characters
File type: JPG or PNG
File size limit: 5MB
Aspect ratio: 1:1
Recommended size: 1200 x 1200 pixels
Aspect ratio: 1.91:1
Recommended dimensions: 1200 x 628 pixels
Aspect ratio: 1:1.91
Recommended dimensions: 628 x 1200 pixels
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.
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.
