LinkedIn Ad Specs: The Complete Guide for 2022

We’ve all heard that LinkedIn is where your company needs to be to generate more business. Stats show that the professional networking platform is effective. It can generate up to 277% more leads than Facebook and Twitter. 

And that’s because LinkedIn is home to professionals who have seats at the decision-making table. Research shows that LinkedIn members have 2x more buying power than the average Facebook user, that’s power which can be used to influence other members and which solutions provider to invest in. Member clout aside, LinkedIn’s algorithms are also designed to spread content fast and wide. This makes it possible for more of the content you promote to find it’s way into the feeds of 1st, 2nd, 3rd and even 4th-degree connections. 

Running ads on LinkedIn is also highly efficient. Today, you can use objective-based ads. These include: 

Targeting Capabilities

Targetting has always been a touchy subject for advertisers. The fear of not getting a large enough audience or the right audience for your ads can lead to poor quality lead or too few to generate ROI. LinkedIn compensates by offering a strong set of targeting options. You can target by: 

Targeting Geographic Locations

Target members according to where they live or locations they visit

Optional Targeting Facets

Optional targeting allows you to narrow your target audience using five categories that each come with their own subcategories. These include:

Matched Audiences

Matched Audiences give advertisers the opportunity to match their website visitors, company lists, and email lists with members on LinkedIn. You can upload your own list of targets and serve ads based on company names, email contacts and apply demographic targeting by job function or seniority. LinkedIn also allows you to use account and contact retargeting, making for more strategic and effective lead generation. 

Audience size

LinkedIn offers estimated audience sizes along with recommendations for various types of ads you run. For example, text ads should be based on an audience of 60k to 400k members, where Sponsored Content and Messaging ad types should include a minimum of 300k members for best results.

Free Social Media Image Resizer Tool

Try out the FREE Social Media Image Resizer Tool to resize your images to the correct sizes and formats for Linkedin Ads.

LinkedIn Ad Specs: All You Need to Know for 2022:

LinkedIn offers five types of ads. Each is designed to give your brand the opportunity to engage your audience in various ways. Here’s a look at what each ad type offers and their specs.

Sponsored Content

Sponsored Content Ads appear in feeds across desktop and mobile devices. They are used to generate leads, drive brand awareness, and nurture relationships through the sales cycle. Formats include:

Sponsored Content - Single image 


If you opt for embedded rich media, use these specifications: 

Note: Any legally required language should be included in the introductory text of your ad.

Sponsored Content - Video Ads


Sponsored Content - Carousel Ads 


Note: Once your carousel ad is saved, it cannot be edited.

Direct Sponsored Content

Like Sponsored Content Ads, Direct Sponsored Content Ads can appear in the form of Single Image, Video and Carousel Ads. Unlike Sponsored Content, these ads don’t need to appear on a LinkedIn page and can be published directly to target audience feeds.

Sponsored InMail

Sponsored InMail is likely one the most sought-after tools. It gives marketing and sales professionals access to their target customers without the hassle of trying to source email lists. 

Specs include: 

Text Ads

Text Ads offer a little more than the name lets on. They come with small images, and like all other ad options, allow advertisers to make use of LinkedIn’s targeting features. 


Note: Special characters may cause errors when used in the query string at the end of the URL. If your URL generates an error, copy everything after the question mark and paste it into a URL Encoder like this one: Next, copy your results and replace the original query string in the URL.

Dynamic Ads

Dynamic Ads allow you to create more personalised content with the use of member profile data (think profile images, company names and titles). They are also highly scalable, allowing you to reach larger audiences, but regrettably, only on desktops given the limited screen size of mobile devices.

Here’s a look at the various types of Dynamic Ads and their specs

Follower Ads

Follower ads are designed to generate followers for your LinkedIn or Showcase Page. They are tailored to member profile data and leverage profile pictures alongside your brand’s logo, punting the value of association. Other elements that appear in these ads include member first names and your organisations.


Spotlight Ads


Spotlight Ads send members directly to your website or a landing page. Like Follow Ads, they also include member profile data. 


Note: This format removes the ad description and member profile image. The white portion of the ad measures 276 x 148px.

Job Ads

Job Ads leverage member profile data to promote one or more job opportunities. These are targetted to qualified LinkedIn members in your audience. These ads are dynamically generated and show as “Jobs You May Be Interested In”, “Picture Yourself” or appear in Jobs Pages.


Content Ads

Content Ads can be used to generate leads or drive content download conversions. They are used as part of an ad unit and, at the writing of this article, only available to LinkedIn managed accounts.


Ads and Using Lead Gen Forms

One of the most exciting features LinkedIn’s created is the use of Lead Gen Forms. They make it easier to capture lead information by pulling it directly from LinkedIn member profile data. They are also highly convenient for members, shortening the time it takes to gain access to whatever you’re offering by simply clicking on the pre-fill button. 

In addition, LinkedIn also makes it easier to track your campaign efficacy in your account dashboard and download leads directly in your CRM with smart integrations from Convertr

Driftrock, HubSpot, Integrate, Leadsbridge, Marketo, Microsoft Dynamics 365, Oracle Eloqua

Salesforce Sales Cloud, Salesforce Sales Cloud Release Notes, Implementation Guide and 



LinkedIn Ads offer businesses one of the best opportunities for generating leads and driving brand awareness. As a tool, the professional network offers enough ad types to engage and promote content, making it possible for advertisers to reach their audiences and do so effectively and efficiently.

All images were sourced from LinkedIn.

Frequently Asked Questions

Is LinkedIn effective?

LinkedIn Ads is one of the best ways to generate leads and drive brand awareness. It offers a variety of different types of ads that you can use to promote content and reach your target audience effectively and efficiently. According to statistics, LinkedIn can create about 250% more leads compared to Twitter and Facebook. One reason for this is that LinkedIn members have about twice the buying power than the typical Facebook user. The algorithms employed by LinkedIn are also created to spread content faster.

How does Job Ads work on LinkedIn?

Job Ads leverage the data of a member’s profile to promote job opportunities. They are dynamically created and targeted to qualified LinkedIn members in your audience. They will appear in Jobs Pages or show as “Jobs You May Be Interested In” or “Picture Yourself”. Things to include are your company name, company logo (the minimum size is 100 x 100px), a headline (maximum 70 characters including spaces) and a call-to-action (for “Jobs You May Be Interested In” ads you can customize this button).

Which types of ads can I run on LinkedIn?

LinkedIn has a variety of advertisements that you can use to engage with your target audience in different ways. Each ad has been created to give your brand the chance to engage with your target audience in a number of ways. These include: Sponsored Content (single image, video ads or carousel ads), Sponsored InMail, Text Ads, Follower Ads, Spotlight Ads, Job Ads and Content Ads. Each type of ad has its own specs that you need to familiarize yourself with beforehand.

How can you target your ads on LinkedIn?

LinkedIn offers you a strong set of targeting options. You can target by geographic locations, matched audiences, audience size and optional facets. With optional targeting, you can narrow your target audience further by using five categories. These are: company, demographics, education, job experience and interest. Each category also has its own subcategories. The subcategories include: company connections, industry size, industry name, member age, gender, fields of study, degrees, years of experience, and skills.

How does Direct Sponsored Content Ads work on LinkedIn?

Direct Sponsored Content Ads can appear as a single image, video or carousel ad. These types of ads will not appear on a LinkedIn page. Instead, it can be published directly to the feeds of your target audience. With Sponsored InMail, you can target your customers without first having to source email addresses. Your message can include a banner, subject of no more than 60 characters, text of up to 1500 characters (including punctuation and spaces) and 3 clickable links.