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Ad formats — specs and when to use each
In one sentence
Three families: in the feed (Sponsored Content), in the inbox (Sponsored Messaging), and in the desktop right rail (Text and Dynamic ads). Memorise the bold numbers.
1200×627single image70headline chars2–10carousel cards100 MBdocument60message subject chars
Three families: Sponsored Content (in the feed), Sponsored Messaging (in the inbox), and right-rail / Dynamic ads (desktop only). Plus CTV and Reserved Ads.
| Format | Key specs (memorise the bold numbers) | Best for |
|---|---|---|
| Single image ad | 1.91:1 (1200×627), 1:1 (1080×1080) or 4:5 (1080×1350); intro text truncates at ~150 chars (max 600); headline ≤ 70 chars; JPG/PNG ≤ 5 MB | Traffic, retargeting, lead gen |
| Carousel ad | 2–10 cards, 1080×1080, card headline ≤ 45 chars, each card own URL or one Lead Gen Form | Storytelling, product ranges, step-by-step |
| Video ad | 3 s – 30 min (aim 15–30 s), 16:9 / 1:1 / 9:16 vertical, MP4 ≤ 200 MB, autoplay muted → captions | Awareness, MOFU; retarget by quartile watched |
| Document ad | PDF/PPT/DOC ≤ 100 MB, ≤ 300 pages; optional gate after preview pages with a Lead Gen Form | Lead gen in feed — ≈40% cheaper CPL than single image in paired studies |
| Event ad | Promotes a LinkedIn Event; 4:1 banner; registration via LGF supported | Webinars, DACH trade-fair side events |
| Thought leader ad (TLA) | Sponsors a member's post (employee or outside creator) after their approval; Brand awareness or Engagement objective only; no headline/CTA button | TOFU/MOFU credibility; best engagement + dwell per impression |
| Sponsored newsletter / article | Boost a Page or member newsletter article | Subscribers as a retargeting pool |
| Message ad (was Sponsored InMail) | Subject ≤ 60, body ≤ 1,500 chars, one CTA ≤ 20 chars, optional banner 300×250; charged CPS | BOFU offers, event invites; EEA/CH opt-in only |
| Conversation ad | Choose-your-path message with up to 5 CTA buttons per step; "Not interested" mandatory; charged CPS | Qualification flows, demo booking |
| Text ad | Right rail/top, desktop only; 100×100 image; headline ≤ 25, description ≤ 75; CPC/CPM, cheap | Always-on brand presence, retargeting |
| Spotlight ad (Dynamic) | Personalised with member's photo/name; headline ≤ 50, description ≤ 70; desktop only | Traffic to a page, events |
| Follower ad (Dynamic) | Personalised, drives Page follows; Engagement objective | Page growth |
| Connected TV (CTV) | 15/30 s, 1920×1080, professional targeting on TV screens (Paramount and other inventory) | Enterprise awareness; ≈$30k+/month to be useful |
| Reserved Ads | Guaranteed first-in-feed placement for a fixed period, fixed price | Enterprise launches |
Sponsored Content vs Direct Sponsored Content (DSC): sponsoring an existing Page post shows on the Page; DSC ("dark post") is created inside Campaign Manager and never appears on the Page — use it for A/B variants and targeted messaging.
Placements
- LinkedIn feed (desktop + mobile), Messaging inbox, right rail (desktop).
- LinkedIn Audience Network (LAN) — ads on partner apps/sites with LinkedIn targeting. Extends reach, lowers CPM, but often lower-quality clicks; Brand Safety block lists live under Plan. Many B2B experts switch it off; LinkedIn positions it for reach.
Remember
- Document ads are the cheapest lead-gen format in the feed (about 42% lower CPL than a single image).
- Message and conversation ads are charged per send and, in the EEA, reach opted-in members only.
- Direct Sponsored Content is a 'dark post': built in Campaign Manager, never shown on the Page — use it for variants.