LinkedIn has become the leading platform for B2B marketers to reach professionals, decision-makers, and niche audiences. Success on this platform requires more than targeting — your ad copy and creative assets must follow LinkedIn’s ad copy specs to display correctly, engage users, and drive conversions.
This guide breaks down the latest linkedin ad copy specs, format-specific requirements, and actionable tips to optimize campaigns in 2025.
Why LinkedIn Ad Copy Specs Matter
LinkedIn users are in a professional mindset, scrolling with intent. Ads that are misaligned, truncated, or non-compliant are easily ignored. Understanding linkedin ad copy specs ensures:
- Text fits within visible character limits.
- Headlines and descriptions render correctly across devices.
- Images, videos, and documents meet technical requirements.
- CTAs remain clear and actionable.
Mastering these specs is not just about compliance — it’s about crafting high-performing ads that convert.
LinkedIn Ad Copy Character Limits
Correct character usage is key to readable, clickable ads. Here are the linkedin ad copy specs for text:
- Primary Text (Intro Copy): Up to 600 characters (150–300 recommended for mobile).
- Headline: Up to 70 characters (shorter headlines perform better on mobile).
- Description: Optional, up to 100 characters.
- Company Name: Up to 25 characters.
💡 Pro tip: Place the value proposition or CTA within the first 150 characters to avoid truncation.
LinkedIn Static Ad Specs
Static or single-image ads are ideal for promoting services, events, or brand awareness. Compliance with linkedin ad copy specs ensures your ad renders correctly.
Specifications:
- Image size: 1200 × 627 px (1.91:1 ratio)
- File type: JPG or PNG, max 5MB
- Headline: 70 characters max
- Description: Up to 100 characters
💡 Tip: Use clean visuals with minimal overlay text to enhance readability and engagement.
LinkedIn Carousel Ad Specs
Carousel ads allow multiple images or cards to tell a story or highlight products while adhering to linkedin ad copy specs.
Specifications:
- Number of cards: 2–10
- Card image size: 1080 × 1080 px (1:1 ratio)
- Primary Text: Up to 255 characters
- Headline per card: Up to 45 characters
💡 Tip: The first card should grab attention; subsequent cards guide users toward your CTA.
LinkedIn Video Ad Specs
Video ads are highly engaging but require adherence to linkedin ad copy specs and technical parameters.
Specifications:
- Primary Text: Up to 600 characters
- Headline: Up to 70 characters
- Length: 3 seconds to 30 minutes (15–30 seconds recommended)
- Aspect ratios: 16:9, 1:1, 9:16
- File size: Up to 200MB (MP4 format)
💡 Tip: Add captions, as many viewers watch videos without sound.
LinkedIn Document Ad Specs
Document Ads let users preview and download content directly from the feed. They must follow linkedin ad copy specs.
Specifications:
- File formats: PDF, DOCX, PPTX
- File size: Up to 100MB
- Page count: 1–300
- Intro Text: Up to 600 characters
- Document Title: Up to 70 characters
💡 Tip: Optimize the first few pages for preview — these influence whether users download.
LinkedIn Document Post Specs
Document posts are organic uploads with optional promotion.
Specifications:
- File type: PDF or PPTX
- File size: Up to 100MB
- Aspect ratio: 1:1 or 4:5 for mobile
- Title: Up to 70 characters
💡 Tip: Use bold visuals and concise text to encourage engagement.
LinkedIn Conversation Ad Specs
Conversation Ads (previously Sponsored InMail) deliver personalized messages to users’ inboxes. They follow linkedin ad copy specs for messaging limits and CTAs.
Key specifications:
- Subject line: Up to 60 characters
- Message body: Up to 1,500 characters
- CTA buttons: Up to 5 per conversation
- Optional banner image: 300 × 250 px, max 2MB
💡 Best Practice: Keep messages short and human; guide recipients to a single clear action.
LinkedIn Dynamic Ad Specs
Dynamic Ads automatically personalize elements based on viewer data, such as name, company, or job title — fully aligned with linkedin ad copy specs.
Core specs:
- Headline: Up to 50 characters
- Description: Up to 70 characters
- Logo: 100 × 100 px
- Creative: 300 × 250 px
- Personalization fields: Auto-populated (e.g., {{firstName}}, {{companyName}})
💡 Best Practice: Use personalization carefully; combine it with clear context and value.
LinkedIn Image & File Size Guidelines
Maintaining proper visuals ensures ads look professional across placements. Following linkedin ad copy specs helps guarantee correct rendering.
Guidelines:
- Aspect ratios: 1:1, 16:9, 9:16
- Minimum resolution: 1080 px
- File size limits: Images 5MB, Videos 200MB, Documents 100MB
- Accepted formats: JPG, PNG, MP4, PDF, DOCX, PPTX
💡 Tip: Preview creatives on both desktop and mobile.
LinkedIn Ad CTA Options
Call-to-action buttons turn engagement into action. LinkedIn provides options aligned with linkedin ad copy specs:
- Learn More
- Register
- Download
- Apply Now
- Subscribe
- Visit Website
💡 Tip: Match the CTA to campaign goals; avoid vague phrases like “Click Here.”
Additional Best Practices
Image-to-Text Ratio
Ads perform best when text covers less than 25% of the image. Too much overlay text reduces engagement.
Language & Localization
LinkedIn supports 20+ languages, but character limits may vary. Test multiple versions to ensure readability in German, Spanish, or other languages.
Why Mastering LinkedIn Ad Copy Specs Matters
Mastering linkedin ad copy specs across all formats — static, carousel, video, document, conversation, and dynamic ads — ensures:
- Ads render correctly on desktop and mobile
- Text is concise and impactful
- Visuals meet professional standards
- Engagement and conversion are maximized
Proper use of linkedin ad copy character limits guarantees your message isn’t truncated and aligns with professional audience expectations.