LinkedIn Ad Dimensions: Here’s How To Get Them Right

LinkedIn Ad Dimensions Cover
Ravi Davda Rockstar Marketing CEO

Written by Ravi

Feb 3, 2023

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With over 875 million professional members, LinkedIn Ads are an effective advertising platform for businesses looking to reach their target audience.

One thing to keep in mind, though, is that creating effective LinkedIn Ads requires more than just great content – it also requires the right ad dimensions to ensure that your ads are displayed correctly.

In this article, we’ll take a closer look at LinkedIn Ad dimensions and provide tips and best practices for creating LinkedIn Ads that stand out and drive results. Let’s get started!

LinkedIn ad dimensions

There’s no universal answer here, as Linkedin ad dimensions differ based on which advertising option you’re using.

LinkedIn Ad dimensions: Sponsored Content

LinkedIn ad dimensions: Sponsored Content

Sponsored content is a type of active advertising on LinkedIn that appears in a user’s feed, similar to a regular post from a LinkedIn connection. In other words, other than the “sponsored” tag, users won’t notice the difference between such an ad and a normal post. Here’s how it works:

  1. First, you have to create a sponsored content campaign on LinkedIn Campaign Manager and select your target audience based on factors like location, job title, and industry
  2. Then, you need to create and upload your content, which can be in a variety of formats, such as articles, infographics, videos, or slideshows
  3. Once the campaign is live, LinkedIn will display the sponsored content to users who match the target audience criteria

Easy, right?

One of the benefits of LinkedIn Sponsored Content is that it allows businesses to reach a highly targeted audience. Since LinkedIn is a professional networking platform, users tend to be more engaged and open to business-related content.

Image dimensions for Sponsored Content

  • Recommended image dimensions: 1200 x 627 pixels
  • Image ratio:
    • 1.91:1 (horizontal, desktop, and mobile)
    • 1:1 (square, desktop, and mobile)
    • 1:1.91 (vertical, mobile only)
  • File size: Maximum of 5MB
  • File format: PG, GIF (non-animated), or PNG

Character Limits for Sponsored Content

  • Headline: 150 characters (including spaces)
  • Description: 70 characters (including spaces)

Video limits for Sponsored Content

  • Video size: 75 KB to 200 MB
  • Frame rate: Less than 30 FPS (frames per second)
  • File format: MP4

LinkedIn Ad dimensions: Sponsored Messaging

LinkedIn ad dimensions: Sponsored Messaging

Sponsored Messaging is a type of advertising on LinkedIn that allows businesses to send personalised messages directly to their target audience’s inboxes. There are two formats to choose from:

  • Message ads, which allow you to send a personalised message along with a CTA directly to the inboxes of users who fit certain criteria
  • Conversation ads, which show different choices for the viewer and lead them to a relevant landing page. These ads should be kept light-hearted and engaging

For more information regarding LinkedIn message ads, check this guide that we published some time ago.

Image dimensions for Sponsored Messaging

  • Recommended banner image size: 300 x 250 pixels
  • File size: Maximum of 40 Kb
  • File format: PG, GIF (non-animated) or PNG

Character Limits for Sponsored Messaging

  • Message ads: 1500 characters (including spaces). Keep in mind that more characters don’t necessarily mean higher CTR when it comes to PPC, as it all depends on your product or goal, according to a case study by Ad Espresso.
  • Conversation ads: 255 characters

LinkedIn Ad dimensions: Dynamic Ads

Basically, dynamic ads use the profile data of a LinkedIn user (profile photo, name, job title, or company name) to display a personalised ad. They appear on the right side of the targeted LinkedIn user’s regular feed.

Dynamic ads come in 3 main formats:

Follower Ads

LinkedIn ad dimensions: Follower Ads

These ads encourage LinkedIn users to follow your company’s page. The only image these ads need is your company’s logo, which should have the following specs:

  • Dimensions: 100 x 100 pixels. The image should be square; otherwise, it will be reduced to fit
  • Format: JPG or PNG

Spotlight Ads

LinkedIn ad dimensions: Spotlight Ads

These ads can be used to drive traffic to your website or landing page by displaying a clear CTA within the personalised ad. Spotlight ads should include your company’s logo along with an optional background image.

  • Logo size: 100 x 100 pixels in JPG or PNG format
  • Background image size: 300 x 250 pixels

Job Ads

LinkedIn ad dimensions: Job Ads

Job Ads can be used to find LinkedIn users who may be suitable for specific openings in your company. The only image these ads need is your company’s logo, which should have the following specs:

  • Dimensions: 100 x 100 pixels. The image should be square; otherwise, it will be reduced to fit
  • Format: JPG or PNG

Which LinkedIn ads dimensions work best?

We wish we could give you the golden ratio of LinkedIn ad dimensions, but that’s not possible, unfortunately. Our best advice here is to test out different dimensions and see what works best for your specific company or industry. Here are some general best practices to help you get started:

  • When it comes to LinkedIn sponsored content and messages, it’s generally best to use high-quality, visually appealing images that are relevant to the content you’re promoting. The image size may depend on the specific ad format you’re using, but in general, using larger images can be more effective because they are more eye-catching and can help draw attention to your ad
  • As for the headline and description, it’s important to make them clear and concise while also highlighting the benefits of your product or service. A good rule of thumb is to keep the headline to around 25 characters or less, and the description to around 75 characters or less, so that they are easy to read and digest

Tips for creating effective LinkedIn ads

Now that you understand which LinkedIn ad dimensions to use, it’s time for you to embark on your B2B marketing journey. Before doing so, check these tips on how to create effective LinkedIn Ads:

Start with a clear goal in mind

This is important to do, no matter which digital marketing platform to use.

Ask yourself, “what do I want to achieve with my LinkedIn ad campaign?”

Whether it’s generating leads, driving website traffic, or increasing brand awareness, having a specific goal will help guide your ad strategy and targeting efforts.

Use compelling headlines and visuals

As with any ad campaign, it’s important to grab your audience’s attention with strong headlines and visually appealing graphics.

Use strong action words and create custom visuals that align with your brand and messaging.

Target your audience


LinkedIn offers a plethora of targeting options, including location, job title, industry, and more. Use these options to narrow down your audience and ensure that your ads are being seen by the right people.

To make the most out of these targeting options, check this LinkedIn targeting guide we published some time ago.

Use LinkedIn’s targeting options to exclude certain audiences

Besides targeting specific audiences, LinkedIn also allows you to exclude certain groups from seeing your ads.

For example, if you’re running a campaign targeting IT professionals, you may want to exclude HR professionals to ensure that your ads are only being seen by your target audience.

Take advantage of LinkedIn’s retargeting options

In addition to the targeting options mentioned above, LinkedIn also offers remarketing options that allow you to target users who have already visited your website or interacted with your business on LinkedIn.

This can be an effective way to bring interested users back to your website or to encourage them to take a specific action, such as filling out a form or signing up for a newsletter.

We’ve also covered this topic in detail in this LinkedIn remarketing guide.

Test and optimise

A/B testing

As with any ad campaign, it’s important to constantly test and optimise your LinkedIn ads. Try different headlines, visuals, and targeting options to see what works best for your business.

Use LinkedIn’s analytics tools

LinkedIn provides a range of analytics tools that allow you to track the performance of your ads and see how they’re performing.

Use these tools to measure the success of your campaigns and make informed decisions about what changes to make in the future.

Check LinkedIn’s different ad formats

As you’ve seen above, LinkedIn offers a variety of ad formats to choose from, including sponsored content, sponsored messaging, dynamic ads, and display ads.

Each format has its own benefits and targeting options, so be sure to experiment with different formats to see which works best for your business.

Include a clear call to action

email marketing for business tips

Your LinkedIn ads should always include a clear call to action that tells users what you want them to do next.

Whether it’s visiting your website, filling out a form, or downloading a business white paper, make sure your call to action is clear and compelling.

Why don’t you leave all of this to us?

Having to deal with technical details like LinkedIn ad dimensions can be a hassle. Worry not, though, as you don’t need to deal with it alone. Book a discovery call with us today, and one of our experts will explain how we can take your LinkedIn advertising efforts to the next level!

LinkedIn ad dimensions – FAQs

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