LinkedIn Ads: Specs, Strategies, and Formats That Actually Work

LinkedIn ads are a goldmine for B2B marketers—if you know how to use them right.
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With so many ad types and formats available, it’s easy to feel overwhelmed. But the key to success is simple: understand LinkedIn’s ad specs, choose the right format for your goals, and execute strategically.

Once you're familiar with the options, you can decide if advertising on LinkedIn makes sense for your brand. Then check out our breakdown of what makes the best LinkedIn ads.
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LinkedIn Single Image Ads

Why they work
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Single image ads are easy to produce and cost-effective, making them ideal for driving traffic and testing messaging. They’re versatile enough for both top-of-funnel and middle-of-funnel campaigns.
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Specs

• Landscape: 1200 x 628 px (1.91:1)
• Square: 1200 x 1200 px (1:1)
• Vertical: 628 x 1200 px, 600 x 900 px, or 720 x 900 px
• File formats: JPG, PNG, GIF
• Headline: Up to 150 characters
• Description: Up to 70 characters

Best practices

• Align visuals and copy with audience pain points
• A/B test headlines, CTAs, and creative
• Use bold, high-contrast visuals
• Thought leadership ads can also be run as single image or video ads.

LinkedIn Video Ads

Why they work
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Video ads provide context, build trust, and drive high-intent clicks—though they often deliver lower volume than static ads.
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Specs

• Aspect ratios: 4:5, 9:16, 16:9, 1:1
• File format: MP4
• Max size: 200 MB
• Max length: 30 minutes (ideal range: 15 seconds–4 minutes depending on funnel stage)

Best practices

• Use at mid-to-lower funnel stages to explain services
• Include testimonials and explainer content
• Retarget viewers based on watch time

LinkedIn Text Ads

Why they work
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These low-cost ads are great for staying top-of-mind through impressions—even if they don’t generate high click-through rates.
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Specs

• Headline: Up to 25 characters
• Description: Up to 75 characters
• File formats: JPG, PNG

Best practices

• Focus on a single, clear benefit
• Use bold fonts or subtle visual cues
• Keep it simple and punchy

LinkedIn Message Ads

Why they work
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Delivered straight to the inbox, message ads feel more personal and can drive high-value lead engagement when targeted well.
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Specs

• Sender: Must be a LinkedIn member
• Subject line: Up to 60 characters
• Message: Up to 1,500 characters
• CTA button: Up to 20 characters

Best practices

• Keep tone friendly and conversational
• Offer exclusive value (content, invites, promos)
• Avoid overly salesy language

LinkedIn Carousel Ads

Why they work
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Carousels allow for storytelling or feature breakdowns—but be mindful of high CPCs.
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Specs

• Image size: 1080 x 1080 px (1:1)
• Max file size: 10 MB per card
• Up to 10 cards

Best practices

• Use a consistent visual narrative across cards
• Emphasize bold text and eye-catching design
• Track performance carefully—each swipe counts as a click

LinkedIn Conversation Ads

Why they work
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Interactive and lead-gen friendly, these mimic natural chat flows and work well when paired with a strong offer.
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Specs

• Message text: Up to 8,000 characters
• Up to 5 response buttons

Best practices

• Use at mid and bottom funnel stages
• Offer audits, downloads, or tools—not hard sells
• Keep tone human, light, and clear

LinkedIn Document Ads

Why they work
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Let users preview and download whitepapers, guides, or case studies without leaving LinkedIn.
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Specs

• File types: PDF, DOC, DOCX, PPT, PPTX
• Max file size: 100 MB
• Max 300 pages

Best practices

• Hook readers in the first few pages
• Gate content when lead capture is the goal
• Use these to showcase expertise

LinkedIn Spotlight & Follower Ads

Why they work
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Dynamic formats personalized to the viewer—great for building brand awareness and audience growth.
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Specs

• Logo: 100 x 100 px
• File format: JPG or PNG
• Max size: 2 MB

Best practices

• Spotlight ads: Promote offers or key landing pages
• Follower ads: Use at top of funnel to grow your company page

LinkedIn Event Ads

Why they work
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Drive webinar or event sign-ups directly in-feed with minimal friction.
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Specs

• Image ratio: 4:1 (pulled from your LinkedIn Event)
• Event name: Up to 255 characters
• Intro text: Up to 600 characters

Best practices

• Use for live sessions, product launches, or virtual panels
• Pair with image ads for broader reach

Conclusion: Maximize Every Click‍

Understanding LinkedIn ad types and specs is the first step. Use each format strategically across the funnel—from high-reach image ads to low-funnel conversation or document ads.

Could your ads be working harder? Try our free LinkedIn ads audit to find out.

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