Prepare LinkedIn ad creative for the specific format and objective you intend to use. Single-image, video, carousel and document ads have different requirements, and a lead-generation campaign also needs a tested form and follow-up process.
This practical reference covers single-image creative and Lead Gen Forms. Check the current specifications for other formats before producing them.
Single-image preparation reference
LinkedIn’s single-image specifications list these recommended dimensions:
| Layout | Recommended dimensions |
|---|---|
| Landscape, 1.91:1 | 1200 × 628 pixels |
| Square, 1:1 | 1200 × 1200 pixels |
| Vertical, 4:5 | 720 × 900 pixels |
The listed file formats are JPG, PNG and GIF, with a 5 MB file-size limit. Placement support differs by layout; preview the intended mobile and desktop appearances.
Write for the space people will see
LinkedIn recommends keeping introductory text within 150 characters and headlines within 70 characters to reduce truncation. Those recommendations are different from the longer maximum field limits.
Lead with the relevant offer. Explain who it helps and why the reader should take the next step. Avoid placing every essential detail inside the image, where it may be difficult to read at feed size.
Prepare the Lead Gen Form
The Lead Gen Form specification allows a headline of up to 60 characters and details of up to 160 characters. Include the required privacy-policy information and a clear confirmation step.
Choose fields that support qualification and follow-up. Do not collect extra information merely because a field is available. Test the form’s connection to your lead-handling process and confirm how any promised resource will be delivered.
Check the whole campaign before launch
- Match the ad, offer and form or landing page.
- Check the live specifications for the selected format.
- Review the creative on mobile and desktop.
- Verify image rights, customer permissions and factual claims.
- Complete a test enquiry and check where it is received.
- Agree how qualified enquiries and customers won will be reported.
Specifications checked on 8 October 2026. Use the linked platform documentation when exporting a new campaign, because product requirements can change.
Read Lead Gen Forms versus website landing pages, or speak to imexpert about LinkedIn Ads management.