Ad specs / LinkedIn
LinkedIn ad character limits and specs
Published
LinkedIn ad character limits, image sizes and hard floors. Every figure quoted from LinkedIn's own documentation with the date it was read, 2026-08-10.
read 2026-08-10 Source: https://www.linkedin.com/help/lms/answer/a426534/single-image-ads-advertising-specifications
What are LinkedIn's ad character limits?
| Placement | Headline | Body text | Max file |
|---|---|---|---|
| Feed: single image 1.91:1 1200 x 628 | 70 to stay visible · 200 hard cap | 150 to stay visible · 3000 hard cap | 5 MB |
| Feed: carousel 1:1 1080 x 1080 | not stated | 150 to stay visible · 255 hard cap | 10 MB |
| Right rail: text ad 1:1 100 x 100 | 25 | 75 | 2 MB |
read 2026-09-23 Right-rail text-ad specs (100×100 image, headline up to 25 characters, body up to 75 characters, 2 MB) are read from https://www.linkedin.com/help/lms/answer/a423705.
Where two numbers are given, the first is what stays visible and the second is what the field accepts. They're different questions. Copy over the cap gets rejected at upload. Copy over the visible limit runs, and gets cut off. Most guides publish only one of the two.
read 2026-09-23 Source: https://www.linkedin.com/help/lms/answer/a423690
The 300-account floor, per ad set- minimum audience size: 300 —
These are the numbers that decide whether a campaign delivers at all, and none of them produces an error message when you cross it.
Feed: single image — Headline
LinkedIn: "Use up to 70 characters to avoid truncation (200 character maximum)."
Feed: single image — Body text
LinkedIn calls this Introductory text: "Use up to 150 characters including spaces, emojis, and punctuation to avoid truncation (3,000 character maximum)."
Feed: single image — Description
LinkedIn: "Use 100 characters to avoid truncation (300 character maximum)." The description does not render in every placement — do not put a claim there that the ad depends on.
Feed: carousel — Headline
LinkedIn states no character count for a card headline, only that "Headline text for each image card is a maximum of two lines before being truncated". Two lines is not a number this app can enforce, so no limit is asserted — keep card headlines short and check them in preview.
Feed: carousel — Body text
LinkedIn: "Use up to 150 characters to avoid truncation on some devices (a maximum of 255 characters)". Note this 255 cap is far tighter than the single image ad's 3,000 — the same introductory text will not carry across both formats.
Right rail: text ad — Headline
LinkedIn: "Ad headline: Use up to 25 characters, including spaces." This is a hard cap, not a truncation guideline.
Small audiences and the cost of splitting them
LinkedIn audiences are small and expensive. The minimum audience is 300 member accounts and B2B targeting stacks land near that floor fast, so a four-cell test matrix that would be routine on Meta can leave every cell too thin to read. Prefer two cells over four, expect to wait weeks rather than days for a signal, and say plainly when a split would divide an audience below a size that can ever reach significance.
Eight conversion rule types
read 2026-09-23 Source: https://learn.microsoft.com/en-us/linkedin/marketing/integrations/ads-reporting/conversion-tracking?view=li-lms-2026-09
This is the whole list. An event LinkedIn does not recognise cannot be selected in the conversion dropdown, so a campaign written around one has to be re-planned rather than renamed.
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Call-to-action buttons
LinkedIn offers 11 button labels — read from their documentation on 2026-08-14.
- Apply now
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- Which ad categories are restricted here, and what declaring one does to your targeting.
- How this platform tracks conversions, and its default attribution window.
Listed rather than omitted. A spec sheet with no gaps is either complete or hiding something, and from the outside those look identical.
Which of these does a campaign have to satisfy?
AdPlaybook holds this spec as dated data and checks a finished campaign against it — character counts, audience floors, forbidden exclusions — before you paste anything into LinkedIn Campaign Manager. It is arithmetic, not a judgement call, so it runs on every campaign and costs nothing.