Looking for specifications and expert insights to creating high performing LinkedIn advertisements? Look no further.
LinkedIn Ads can be a valuable advertising channel especially for B2B companies and professionals. It’s a business focused platform that already has a narrower audience of professionals than other platforms, so it makes targeting a specific audience even easier.
In this article we’ll show you the specifications for each ad type and give you some of our expert advice to make your LinkedIn Ads perform their best. If you are new to LinkedIn Ads, let’s start with the basics. The four types of LinkedIn Ads include Sponsored Content, Sponsored Messaging, Lead Gen Forms, and Text & Dynamic Ads. Each of these types serve different purposes and generate different results. Use them wisely.
Sponsored Content
Sponsored content are advertisements that pop up on people’s newsfeeds. These can be in all different formats including single images, videos, carousels, events, and documents. Think of it as a LinkedIn post that gets pushed into an ad and can be seen by people who don’t follow you, but are in your target audience and could potentially use your services.
We recommend using sponsored content for brand awareness and pushing posts that are very engaging and will catch your audiences’ attention.
Single Image Ads
Single image ads include one image and text that display in targeted LinkedIn feeds. Creating an eye-catching design will engage a large audience. And don’t forget your call-to-action.
Design Recommendations
| File | JPEG PNG GIF |
| File Size | 5MB |
LinkedIn recommends square ratio for best click-through rate (CTR) performance.
Text Recommendations
| Ad names (optional) | 255 characters |
| Headline | 70 characters |
| Introductory Text | 150 characters |
| Description | 70 characters |
| Call to action options | Apply Download View Quote Learn More Sign Up Subscribe Register Join Attend Request Demo |
Want to reach more LinkedIn members with your sponsored content campaigns? Try using the LinkedIn Audience Network. It lets you show your ads to people on third-party apps and websites, using the same targeting and budget that you set up for your campaign. So, you don’t have to worry about making any extra changes.
Size Requirements
| Horizontal/ Landscape Ratio: 1:1.91  | Square Ratio: 1:1  | Vertical Ratio: 1.91:1  |
Video Ads
Capture your audience’s attention with engaging content. Video ads are an opportunity to show, not tell, your brand story.
Design Recommendations
| File Type | MP4 |
| Video Sound Format | ACC MPEG4 |
| File Size | 75 KB |
| Video Duration | 3 Seconds – 30 Minutes |
| Video Captions | Video sound file size less than 64 KHz |
Text Recommendations
| Ad Name (optional) | 255 Characters |
| Headline | 70 Characters |
| Introductory Text | 150 Characters |
| Call to Action Options | Apply Download View Quote Learn More Sign Up Subscribe Register Join Attend Request Demo |
Size Requirements
| Horizontal/ Landscape Ratio: 16:9  | Square Ratio: 1:1  | Vertical Ratio: 9:16  |
Carousel Ads
You can really show off what your offer is all about with carousel ads. Unlike other ad formats that only give you one image, carousel ads can include up to 10 images. And, you can add multiple calls-to-action and direct each image to a different post-click page to really promote engagement.
75% of the 300 advertisers included in the LinkedIn BETA test said they would use carousel ads in their next campaign because of the increase in engagement and click-through-rates they saw in comparison to their standard sponsored content campaigns.
Size Recommendations
| File Type | JPEG PNG |
| Recommended Resolution | At least 1080×1080 pixels |
Text Requirements
| Ad Name (optional) | 255 Characters |
| Card Headlines | 45 Characters |
| Introductory Text | 255 Characters |
Technical Requirements
| Number of Carousel Cards | 2-10 Cards |
| Max File Size | 10 MB |
| Landing Page URL | Valid URL Required |
| Destination URL Character Limit | 2,000 Characters for destination field URL |
Helpful hint: When picking cards for your carousel ads we recommend use 3-5 cards. This is the sweet spot!
Event Ads
Hit your highest attendance record ever by advertising your events on LinkedIn.
Design Recommendations
| Image Ratio | 4:1 (Image will be pulled from the event page) |
Text Recommendations
| Event Name | 255 Characters |
| Introductory Text | 600 Characters |
| Destination URL Character Limit | 2,000 Characters |
Sponsored Messaging
Sponsored messaging is another form of paid advertising on LinkedIn. This is essentially a direct message to someone who potentially has an interest in your services. They can be in the form of conversation ads which are direct messages with professionals through a choose-your-own path experience. Sponsored messaging can also be through message ads which are direct messages that spark immediate action. The no. 1 goal with sponsored messaging ads is to generate leads for new clients and customers.
Conversation Ads
Sponsored messaging is a great way to start quality conversations. With conversation ads you can set up multiple CTAs that link to landing pages, lead gen forms and engage with your audience through a message tree you create.
Design Recommendations
| Banner File Type (optional) | JPEG PNG |
| Banner Image Size (optional) | 300×250 Pixels |
| Banner Image File Size (optional) | 2 MB |
| Sender Image | LinkedIn Profile Image |
Text Recommendations
| Ad Name (optional) | 255 Characters |
| Message Text | 500 Characters |
| Custom Footer | 2,500 Characters |
| Call-to-Action | 25 Characters |
| Destination URL Character Limit | 1,024 Characters |
Message Ads
Message ads will spark immediate action rather than conversation.
Design Recommendations
| Banner File Type (optional) | JPEG PNG |
| Banner Image Size (optional) | 300×250 Pixels |
| Banner Image File Size (optional) | 2 MB |
| Sender Image | LinkedIn Profile Images |
Text Recommendations
| Ad Name (optional) | 50 Characters |
| Message Subject | 60 Characters |
| Message Text | 1,500 Characters |
| Call-to-Action | 25 Characters |
| Destination URL Character Limit | 1,024 Characters |
Lead Gen Forms
Lead Gen Forms are powerful forms, native to LinkedIn, that automatically pre-fill user information from their profile. As a result, this makes the submission process much more seamless and generally improves conversion rates compared to traditional landing page forms. The best performing ad type with these forms is typically single image ads and highly effective when used with retargeting campaigns.
Text Recommendations
| Form Name | 256 Characters |
| Landing Page URL | 2,000 Characters |
| Offer Headline | 60 Characters |
| Offer Details (optional) | 160 Characters |
| Privacy Policy | 2,000 Characters |
| Call-to-Action | 20 Characters |
| Confirmation Message | 300 Characters |
Form Recommendations
| Fields | 3–4 recommended 12 maximum |
| Available Contact Information from Fields | First name Last name Email address LinkedIn Profile URL Phone number City State/Province Country/Region Postal/Zip code Work email Work phone number |
| Available Work Information from Fields | Job title Function Seniority |
| Available Company Information from Fields | Company name Company size |
| Available Industry Information from Fields | Education Degree Field of study University / School Start date Graduation date |
| Available Demographic Information from Fields | Gender |
| Custom Questions (optional) | 3 questions total 100 characters |
Helpful hint: Try building your form to include the Work Email field instead of the standard Email field. This should prompt the form to autofill with a more valuable email that what is typically a personal one. Also, consider including the LinkedIn Profile URL field in your form, so you have it as a reference for your sales team.
Text & Dynamic Ads
Last but not least are Text & Dynamic Ads. These ads will show on the right-side column of your audience’s feed. By strictly using text and logos, advertising on LinkedIn is easy to use on a budget. Text ads drive traffic to your business’ LinkedIn page with an easy to use pay-per-click (PPC) advertising platform. They can also generate traffic to your landing page, increase brand awareness and follower growth. There are also spotlight ads that create a custom CTA for every potential client using their profile image and your company’s logo. Follower ads also use the same personalized outlines as the spotlight ads just to target new followers. Both spotlight and follower ads are great for generating traffic to your landing page and increasing follower growth.
We recommend using text & dynamic ads for brand awareness and reaching a larger audience. These ads will give you the biggest conversions for the least amount of money.
Text Ads
Design Recommendations
| Logo File Type | JPEG PNG |
| Logo File Size | 2 MB |
| Logo Image Dimensions | 100×100 Pixels |
Text Recommendations
| Headline | 25 Characters |
| Description | 75 Characters |
| Destination URL Character Limit | 2,000 Characters for destination URL |
| Call To Action Options | Apply Download View Quote Learn More Sign Up Subscribe Register Join Attend Request Demo |
Spotlight Ads
Spotlight ads appear on the right rail of LinkedIn pages on desktop. These are powerful personalized Ads when used correctly that are tailored to the individual based on their profile. The call-to-action can take the viewer right to your website when clicked.
Design Recommendations
| Logo/Background File Type | JPEG PNG |
| Logo/Background File Size | 2 MB |
| Logo/Background Image Dimensions | 100×100 Pixels |
Text Recommendations
| Headline | 50 Characters |
| Description | 70 Characters |
| Company Name | 25 Characters |
| URL Characters | 500 Characters for destination URL |
| Call-to-Action | 18 Characters |
| Call To Action Options | Apply Download View Quote Learn More Sign Up Subscribe Register Join Attend Request Demo |
Follower Ads
Just like the spotlight ads, follower ads use personalization to bring followers to you.
Design Recommendations
| Logo/Background File Type | JPEG PNG |
| Logo/Background File Size | 2 MP |
| Logo/Background Image Dimensions | 100×100 Pixels |
Text Recommendations
| Headline | 50 Characters |
| Description | 70 Characters |
| Company Name | 25 Characters |
| Description Options | NAME, stay informed of industry news and trends Get the latest jobs and industry news Get the latest on jobs, news and more Imagine your next career move Keep up with interesting, relevant updates Opportunities are knocking on your door Ready for your next opportunity? Receive daily or weekly company updates Receive daily or weekly organization updates Stay informed on industry news and trends Visit the careers page for COMPANY! Visit the company for COMPANY Visit the organization page for COMPANY! You’ve got the skills, COMPANY has the opportunities! You’ve got the skills, we’ve got the opportunities! |
| Headline Options | NAME, COMPANY is hiring! NAME, current recruiting in your sector! NAME, explore relevant opportunities with COMPANY! NAME, get the latest on COMPANY new, jobs, and more! NAME, Get the latest on COMPANY News, Jobs, and More NAME, grow your business with news and insights from COMPANY NAME, grow your career by following COMPANY NAME, keep up with relevant opportunities at COMPANY NAME, keep up with the latest insights from COMPANY NAME, ready for your dream job? NAME, you might like to follow COMPANY Grow your business with insights from COMPANY Grow your business with news and insights from COMPANY |
| Call-to-Action | Visit careers Visit company Visit jobs Visit life |
Tips you should know
- LinkedIn has 850 million members. (LinkedIn, 2022)
- An ad on LinkedIn can reach 14.6% of the world’s population. (Hootsuite, 2022)
- There are 59 million companies on LinkedIn. (LinkedIn, 2022)
- Marketers see a 2x higher conversion rate on LinkedIn advertising. (LinkedIn, 2022)
LinkedIn advertising is a super tool for B2B marketing and sales. It makes connecting to a larger audience of business professionals easy, accurate and fast.
Have questions? Get in touch with expert today.
About HomeTree Digital
HomeTree Digital is a full-service digital marketing agency for financial services. We specialize in branding & creative, videography, web & mobile development, integrations & automations, email marketing, organic & paid social media marketing, SEO, distribution, reporting & analytics, and tying it together through strategy. Reach out to us for more information on how we can help you.
HomeTree is defined as a wise resourceful home that provides knowledge, instills inspiration, encourages creativity, and protects whilst harmoniously connecting its residents through its branches and roots to the outer world. This accurately describes the approach we take when it comes to our clients—we believe in excellent customer service and prioritizing you, whilst providing you with the know-how for you to succeed in this rapidly evolving digital world.
