Single image ads are a Sponsored Content ad format supported by both Classic and Accelerate campaign types. The ads include one image and appear directly in the member’s feed of your campaign’s target audience. Below are the advertising specifications for single image ads. Ads are rejected if they do not meet our advertising guidelines.
Important to know
Ads with vertical images or videos won't be shown on desktop devices.
Image specifications
| Element or ad field | Specifications |
|---|---|
| File type | JPG, PNG, or GIF |
| File size | 5 MB |
| Image size | 7680 x 4320 pixels. Images less than 401 pixels wide display as a thumbnail image. |
| Image aspect ratios | Are calculated by dividing the image width by the height. For example, to calculate the aspect ratio of a 4:3 image, divide 4 by 3. The result is 1.33. The aspect ratio is 1.33:1. |
| Aspect ratio for horizontal or landscape: 1.91:1 (recommended ratio) | Minimum: 640 x 360 pixels Maximum: 7680 x 4320 pixels |
| Aspect ratio for square: 1:1 | Minimum: 360 x 360 pixels Maximum: 4320 x 4320 pixels |
| Aspect ratio for vertical: 4:5 (recommended ratio) | Minimum: 360 x 640 pixels |
Here's a tip
We recommend using vertical aspect ratios for single image ads; however, paid vertical assets will only serve on mobile devices.While 1:1.91 vertical images are still supported for vertical images, they will have borders added to either side of the video to fit in the image frame. To avoid borders, we recommend using a 4:5 aspect ratio.
Ad text specifications
| Ad field | Specifications |
|---|---|
| Name this ad (optional) | Use up to 255 characters. |
| Introductory text | Use up to 150 characters including spaces, emojis, and punctuation to avoid truncation (600 character maximum). You can use up to four emojis. Insert any legally required language in the introductory text. URLs that are longer than 23 characters will be converted to a short link. You can also generate AI-powered introductory text by entering a draft and rewriting with AI assistance. |
| Destination | Depending on the chosen objective, you’ll see options to either select a Destination URL, Lead Gen Form, conversation asset with Lead Gen Form, or conversation asset. Conversation assets are only available for click-to-message ads using either the website visits or lead generation objectives with single image ads. Destination URL URLs must have the http:// or https:// prefix. Use up to 2,000 characters. Some special characters, for example: < > # % { } [ ] can cause errors when they're included in the query string at the end of the destination URL. If special characters are accepted, they might not be supported by all browsers. If you add URL parameters for third-party tracking, don’t use quotation mark characters within the parameter settings, as these parameters can prevent you from reaching the destination URL.* Lead Gen Form If lead generation is your campaign objective, select either the Lead Gen Form or Conversation asset with lead gen form checkbox. 1. For Lead Gen Form, you can select an existing form or create a new one. 2. For Conversation asset with Lead Gen Form, you can select an existing conversation or create a new one. For lead generation, you can only select a conversation that has a Lead Gen Form associated. Conversation asset If website visits is your campaign objective, select either the Destination URL or Conversation checkbox. 1. For Destination URL, URLs must have the http:// or https:// prefix and you can use up to 2,000 characters. 2. For Conversation, you can select an existing conversation or create a new one. For website visits, you can only select a conversation that doesn’t have a Lead Gen Form associated. |
| Ad images | Create up to five ads by selecting multiple images from the library or by uploading them directly. |
| Headline | Use up to 70 characters to avoid truncation (200 character maximum). You can also generate AI-powered text by entering a draft and rewriting with AI assistance. |
| Description | Use 100 characters to avoid truncation (300 character maximum). The character limit might vary for ads that appear on third-party apps and sites displayed through the LinkedIn Audience Network (LAN). The description is displayed on LinkedIn mobile and desktop when your image is less than 200 pixels wide or if your ad is displayed beyond the feed through the LinkedIn Audience Network. |
| Call-to-action (optional) | Choose from available CTAs. |
| Image alt text (optional) | Add alternative text (alt text) to images so that members using voice-over screen readers can understand what’s in the image. Alt text is only visible to members using screen readers. |
Important to know
Images are automatically scaled down regardless of the original size but will not cause any quality issues in the image.
* Impression tracking and attribution is supported for Google Marketing Platform (formerly DoubleClick). For click tracking, we suggest using campaign-based tracking codes rather than referral source to track visits to your website because different redirect types and secure browsing can impact whether the referrer is passed.
Here's a tip
Square and vertical images might be cropped when ads are shared organically. For optimal thumbnail rendering, we recommend images with an aspect ratio between 3:2 and 16:9. Our system flexes between these ratios to minimize cropping, ensuring that thumbnail previews closely resemble their full-size render.
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