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LinkedIn Ad Specs 2026: Sizes, File Types and Character Limits by Format
LinkedIn Ad Specs 2026: Sizes, File Types and Character Limits by Format
The most-used LinkedIn ad sizes are 1200 x 1200 px (square) or 1200 x 627 px (landscape) for single image ads, under 5 MB, as JPG or PNG. Video ads are MP4 up to 200 MB; carousels run 2 to 10 square cards; document ads accept PDF, DOC, or PPT up to 100 MB. Across sponsored content your intro text can run to 600 characters, but only about 150 show before the “see more” fold on mobile. This guide lists every current spec by format, including the newer Connected TV and Thought Leader ads and Lead Gen Forms, so you can build creative that renders cleanly.
Key takeaways
- Single image ads: 1200 x 1200 px (1:1) or 1200 x 627 px (1.91:1), JPG or PNG, under 5 MB.
- Video ads: MP4, up to 200 MB, 3 seconds to 30 minutes, with 15 to 30 seconds recommended.
- Carousels: 2 to 10 cards at 1080 x 1080 px; card headline is 45 characters with a link, 30 without.
- Lead Gen Forms cap the headline at 60 characters, description at 70, and allow up to 12 fields.
- Connected TV ads are the newest format: 1920 x 1080 px, 16:9, 6 to 30 seconds, up to 500 MB.
- Keep the first 150 characters of intro text doing the work; the rest hides behind “see more” on mobile.
LinkedIn ad specs at a glance
This table covers the image, file, and size specs for every current format. Character limits are in the next section.
| Format | Recommended size | Aspect ratio | File type | Max file size |
|---|---|---|---|---|
| Single image | 1200 x 1200 or 1200 x 627 px | 1:1 or 1.91:1 | JPG, PNG, static GIF | 5 MB |
| Carousel (per card) | 1080 x 1080 px | 1:1 | JPG, PNG | 10 MB per card |
| Video | 1080 x 1080 or 1920 x 1080 px | 1:1, 16:9, 9:16, 4:5 | MP4 | 200 MB |
| Document | File based | Portrait preferred | PDF, DOC, DOCX, PPT, PPTX | 100 MB |
| Thought Leader | Follows the original post | Matches post | Matches post | Matches post |
| Click-to-Message | 1200 x 1200 px | 1:1 | JPG, PNG | 5 MB |
| Connected TV | 1920 x 1080 px | 16:9 | MP4, MOV | 500 MB |
| Article / Newsletter | Auto-pulled from the article | 1.91:1 | Auto-pulled | n/a |
| Text ad | 100 x 100 px | 1:1 | JPG, PNG | 2 MB |
| Spotlight / Follower / Job (dynamic) | 100 x 100 px logo | 1:1 | JPG, PNG | 2 MB |
| Message / Conversation | 300 x 250 px banner (optional) | 1.2:1 | JPG, PNG, static GIF | 2 MB |
LinkedIn ad character limits by format
Character limits are where most ads get truncated. These are the practical limits to write to.
| Format | Intro / body text | Headline | Description / other |
|---|---|---|---|
| Single image | 600 (about 150 visible) | 70 recommended (200 max) | 100 |
| Carousel | 150 per card (visible) | 45 with link, 30 without | n/a |
| Video | 600 (about 150 visible) | 70 | n/a |
| Document | 600 (about 150 visible) | 70 | n/a |
| Text ad | n/a | 25 | 75 |
| Spotlight | n/a | 50 | 70 (CTA 18) |
| Follower | n/a | 50 | 70 |
| Message ad | 1,500 (body) | 60 (subject) | CTA 20 |
| Conversation ad | 500 (intro) | n/a | up to 5 CTA buttons, 25 each |
| Lead Gen Form | 160 (form intro) | 60 | description 70, disclaimer 2,500 |
Single image and sponsored content specs
The single image ad is the workhorse of LinkedIn. Use 1200 x 1200 px for the square format that takes the most feed space on mobile, or 1200 x 627 px for landscape. Save as JPG or PNG under 5 MB. Write a headline of about 70 characters (it can go to 200, but longer headlines truncate) and intro text up to 600 characters, remembering that only the first 150 or so show before “see more.” Lead with the point.
Video ad specs
Video ads accept MP4 files up to 200 MB, from 3 seconds to 30 minutes long, though 15 to 30 seconds performs best in the feed. Shoot at 1080 x 1080 px (square) or 1920 x 1080 px (landscape); vertical 9:16 and 4:5 also deliver well on mobile. Minimum resolution is 360p, but 1080p is recommended. Keep frame rate at 30 fps or below, and upload an SRT caption file, because around 80% of people watch with the sound off.
Carousel ad specs
A carousel holds 2 to 10 cards, each 1080 x 1080 px (square), as JPG or PNG up to 10 MB per card. Each card gets its own headline: up to 45 characters when the card links out, or 30 characters when it does not. Treat the cards as a sequence that builds a single idea, or give each a different destination URL for a product catalog. The intro text follows the sponsored-content limit, with about 150 characters visible.
Document ad specs
Document ads let people read or download a file in the feed. Accepted types are PDF, DOC, DOCX, PPT, and PPTX, up to 100 MB and 300 pages, though 10 to 20 pages tends to perform best. Design in portrait (Letter, A4, Legal, or Tabloid) so the pages render large on mobile, and remember LinkedIn auto-generates the preview from the first page, so your cover page has to earn the scroll-stop on its own.
Thought Leader, Click-to-Message and Connected TV specs
These are the formats most spec lists skip. Thought Leader ads promote a real person’s post, so they follow the original post’s format and need the employee’s permission to sponsor. Click-to-Message ads use a standard 1200 x 1200 px image but open a LinkedIn conversation instead of a landing page, with a customizable opening message. Connected TV ads, the newest format, run as 1920 x 1080 px (16:9) MP4 or MOV files, 6 to 30 seconds, up to 500 MB, and play on Roku, Apple TV, and smart TVs. Article and newsletter ads simply promote existing content, pulling the image and headline automatically and leaving you only the intro text to write.
Text, Spotlight, Follower and Job (dynamic) specs
These desktop-only formats use a small image and tight text. Text ads pair a 100 x 100 px image with a 25-character headline and 75-character description. Spotlight, Follower, and Job ads (the dynamic formats) use a 100 x 100 px logo, a 50-character headline, and a 70-character description; Spotlight adds an 18-character CTA button, and Job ads auto-populate from the job posting. Because the text is so short, every word has to carry weight.
Message and Conversation ad specs
Message ads allow a 60-character subject line, a message body up to 1,500 characters, a 20-character CTA button, and an optional 300 x 250 px banner. Conversation ads use a 500-character intro message and up to five CTA buttons of 25 characters each, each routing to a different follow-up or URL. Both are restricted for recipients in the EU, so check availability before you build them.
Lead Gen Form specs
Lead Gen Forms open inside LinkedIn and pre-fill from the member’s profile, which is why they convert around 13%, far higher than a landing page. The form headline caps at 60 characters and the description at 70 (up to 200). You can add up to 12 fields, pulling name, email, job title, and company automatically, plus custom questions with up to 10 multiple-choice options each. A privacy policy URL is required, and a custom disclaimer can run to 2,500 characters. Keep the field count low: every extra field lowers completion.
The 3 spec rules that actually break ads
Most spec problems come down to three things. First, aspect ratio: uploading a landscape image into a square placement (or the reverse) is the top reason an ad looks cropped or stretched, so match the ratio to the placement. Second, mobile truncation: anything past roughly 150 characters of intro text is hidden behind “see more,” so your hook and offer must sit in the first line. Third, file type and size: stay in JPG or PNG under the format’s size cap, and use MP4 for video, or the upload fails. Event ads are the exception to all of this, because their image is pulled automatically from your LinkedIn Event page rather than uploaded in the ad. If you want your creative built to spec and tested against pipeline, you can book a demo.
Frequently Asked Questions
Q1. What size should a LinkedIn single image ad be?
Use 1200 x 1200 px for a square ad or 1200 x 627 px for landscape, saved as JPG or PNG under 5 MB. The square format takes up more space in the mobile feed, which usually helps. Keep the aspect ratio at 1:1 or 1.91:1 so the image is not cropped in the placement.
Q2. What is the character limit for LinkedIn ads?
It varies by format. Single image, video, and document ads allow up to 600 characters of intro text, but only about 150 show before “see more.” Headlines run about 70 characters (200 max). Message ads allow a 1,500-character body and 60-character subject; conversation ads allow a 500-character intro with up to five 25-character buttons.
Q3. What are the LinkedIn video ad specs?
LinkedIn video ads accept MP4 files up to 200 MB, from 3 seconds to 30 minutes, with 15 to 30 seconds recommended for the feed. Use 1080 x 1080 px (square) or 1920 x 1080 px (landscape), 30 fps or below, and upload an SRT caption file so the ad works with the sound off, since most people watch muted.
Q4. How many cards can a LinkedIn carousel ad have?
A LinkedIn carousel holds 2 to 10 cards, each 1080 x 1080 px (1:1) as a JPG or PNG up to 10 MB. Each card headline is up to 45 characters when it links out, or 30 when it does not. Treat the cards as one connected story, or give each its own destination URL for a product catalog.
Q5. What file types does a LinkedIn document ad accept?
Document ads accept PDF, DOC, DOCX, PPT, and PPTX files up to 100 MB and 300 pages, though 10 to 20 pages performs best. Portrait orientation renders best on mobile, and LinkedIn generates the preview thumbnail from the first page, so the cover page needs to be strong enough to stop the scroll.
Q6. How do LinkedIn ad specs differ between mobile and desktop?
Most sponsored content (single image, video, carousel, document) runs on both, but text ads and dynamic ads (spotlight, follower, job) are desktop-only and do not show on mobile. Because the majority of LinkedIn traffic is mobile, always preview feed creative on a phone and keep your key message inside the first 150 characters.
Q7. What are the LinkedIn Lead Gen Form limits?
Lead Gen Forms allow a 60-character headline, a 70-character description, and up to 12 fields, with name, email, job title, and company auto-filled from the profile. Custom questions support up to 10 multiple-choice options, and a disclaimer can run to 2,500 characters. Fewer fields mean higher completion, so keep the form short.
Q8. How much of LinkedIn ad intro text is actually visible?
Only about the first 150 characters show before the “see more” fold, especially on mobile, even though the field allows up to 600. So put your hook, your value, and any offer in the first line or two. Treat everything after the fold as a bonus that most people will not expand.
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