LinkedIn Ad Best Practices

LinkedIn Access Requirements

Personal LinkedIn Profile: Required to access and manage LinkedIn Pages and Ad Accounts

LinkedIn Page Access:

• Required Role: Super Admin or Content Admin
  • More on page roles here
  • More on how to add admins here

Ad Account Access (LinkedIn Campaign Manager):

• Required Role: Billing Admin, Account Manager, or Campaign Manager

  • More on ad account roles here

Work with your design team to create graphics for your LinkedIn Ads, and provide them with the following ad specs to help guide their creation.

LinkedIn Display Ads

• File Type: jpg, png, or gif
• File Size Maximum: 5MB

Placement Recommendations

Different image dimensions may be better suited to specific LinkedIn placements.

When possible, select the asset size that best matches the placement you are targeting.

Recommended dimensions by placement

1200 × 628

• Recommended for LinkedIn single-image feed ads on desktop

1200 × 1200

• Square format
• Commonly used for mobile feed placements

628 × 1200

• Vertical format
• Suitable for portrait-oriented placements

600 × 900

• Vertical format
• Suitable for portrait-oriented placements

720 × 900

• Vertical format
• Suitable for portrait-oriented placements

Why aspect ratio matters

Ads may appear differently across LinkedIn placements depending on the asset dimensions used.

For example:

• A 1200 × 1200 asset may display correctly in square placements
• The same asset may not fully fill a wider desktop feed placement

If an ad appears to have empty space or does not fully fill the available area, verify that the asset dimensions match the intended placement.

For desktop feed placements, 1200 × 628 is generally the recommended format.

LinkedIn Carousel Ads

https://business.linkedin.com/marketing-solutions/success/ads-guide/carousel-ads

• File Type: JPG or PNG
• Ratio: 1:1
• Recommended Resolution: at least 1080 x 1080 pixels
• Number of carousel cards: 2-10
• Maximum File Size: 10 MB
• Card headline: 45 characters
• Introductory text: 255 characters
• Click URL: Required
• URL prefix: http:// or https://
• URL characters: 2000 characters for destination field URL

LinkedIn Video Ads

• File Type: MP4 
• Video Duration: 3 seconds - 30 minutes
• File Size Minimum: 75 KB
• File Size Maximum: 200 MB
• Min Width: 360 pixels
• Max Width: 1920 pixels
• Min Height: 360 pixels
• Max Height: 1920 pixels
• Video Pixel Size: aspect ratio must be between 9:16 and 16:9 or exactly 1:1

Budget & Bidding Best Practices

Propensity's bidding and budgeting options for LinkedIn Ads are intentionally not a direct mirror of native LinkedIn Campaign Manager. Available bidding options depend on the Objective Type and Goal you select when setting up your play.

Objective Types and Available Goals

Bidding Options by Objective and Goal

Bidding definitions

Not every goal offers more than one bidding option. Where only one bidding strategy is available for your selected Objective and Goal, that option is used automatically. Where more than one option is available (see the table above), here's how to decide:

• Manual Bid: you specify the maximum amount you're willing to pay for your selected result. This is the most hands-on option, and works best when you actively monitor and adjust your bid based on performance
• Cost Cap: get as many results as possible while staying under your desired maximum cost per result. Your bid is automatically set and adjusted for you
• Manual Bid with Enhanced Conversion (available for the Leads goal): get the most results possible with your bid

If you're new to a particular goal or don't yet have performance benchmarks to guide a manual bid, starting with an automated option (Cost Cap, or Manual Bid with Enhanced Conversion where available) is a common approach before shifting to manual bidding once you have more data.