LinkedIn Carousel Ads: Sizes, Specs and Requirements

What Is a LinkedIn Carousel Ad

A LinkedIn Carousel Ad is a Sponsored Content format that displays several image cards inside one feed ad.

Users can scroll through the cards on desktop and swipe through them on mobile.

Carousel ads can be used for:

• Brand awareness
• Website visits
• Engagement
• Lead generation
• Website conversions

Each card can contain its own image, headline, and destination URL. Advertisers can also connect the carousel to a LinkedIn Lead Gen Form.

Carousel ads support images only. Video cards cannot be added to this format.

The format is useful when one image is not enough to explain the offer. It can show several products, describe a process, present product benefits, or break one message into a sequence.

LinkedIn Carousel Ad Anatomy

A standard LinkedIn carousel ad consists of several elements.

LinkedIn Page header

The Page name, profile image, and promoted label appear at the top of the ad.

Introductory text

The introductory text appears above the carousel. It should explain the offer and give users a reason to view the cards.

Carousel cards

A carousel can include between 2 and 10 cards.

Each card contains:

• A square image
• A card headline
• A destination URL or Lead Gen Form action

Card headline

The headline appears below the image. It should explain the main point of the card without repeating all the text inside the creative.

Destination

Standard carousel cards can lead to different website pages.

If the carousel uses a Lead Gen Form, all cards lead to the same form.

LinkedIn Carousel Ad Sizes

LinkedIn uses a square format for carousel cards.

Recommended size

• 1080 × 1080 px
• Aspect ratio: 1:1

This size provides enough resolution for clear images and readable text.

Maximum dimensions

• 4320 × 4320 px

Larger files do not create a larger ad in the feed. LinkedIn scales carousel images to fit the interface.

Display size

LinkedIn may scale card images to approximately 312 × 312 px in the feed interface.

Do not create the original artwork at this size. Export the source image at 1080 × 1080 px so it remains clear after scaling.

Safe area

Keep important text, logos, numbers, and product details away from the card edges.

Use the central part of the image for the main message. This reduces the risk of visual elements appearing cramped inside the feed layout.

Technical Requirements

LinkedIn applies the following requirements to carousel ads:

• Number of cards: 2 to 10
• Recommended card size: 1080 × 1080 px
• Aspect ratio: 1:1
• Maximum image dimensions: 4320 × 4320 px
• Maximum file size: 10 MB per image
• Supported formats: JPG, PNG, and non-animated GIF
• Video cards: not supported

All cards should use the same dimensions and aspect ratio.

Using different card sizes can make the sequence look inconsistent and may create unexpected scaling.

LinkedIn does not allow advertisers to edit carousel cards after the ad has been saved. Check the card order, images, headlines, and URLs before publishing.

Carousel Ads with Website URLs

A standard LinkedIn carousel can send each card to a different website URL.

This option is useful when the cards represent separate:

• Products
• Services
• Features
• Articles
• Case studies
• Events
• Landing pages

For example, a software company can use one card for analytics, one for reporting, and one for automation. Each card can lead to the relevant product page.

Different URLs also make the carousel useful for product catalogs and service comparisons.

Use separate URLs only when they support the content of each card. Do not send users to unrelated pages.

Carousel Ads with Lead Gen Forms

LinkedIn carousel ads can also be connected to a Lead Gen Form.

Lead Gen Forms collect information inside LinkedIn using data from the user’s profile. This reduces the number of steps required to submit a request.

In a Lead Gen Form carousel:

• All cards use the same form
• Each card supports the same offer
• The CTA remains consistent across the carousel
• Users do not need to leave LinkedIn to complete the form

This setup works well for:

• Webinar registrations
• Report downloads
• Demo requests
• Consultations
• Event registrations
• Newsletter subscriptions

Use the cards to explain the value of one offer from several angles.

For example:

1. Introduce the problem
2. Show the business impact
3. Present the solution
4. Add proof or a result
5. Ask the user to complete the form

Do not promote several unrelated offers in one Lead Gen Form carousel. All cards should support the same conversion action.

How Carousel Ads Appear on Desktop and Mobile

Carousel ads can appear in the LinkedIn feed on desktop and mobile devices.

The cards use the same square format, but the viewing experience is different.

Desktop

On desktop, users can see more of the LinkedIn interface around the ad.

The card may occupy a smaller part of the total screen. Text inside the image still needs to be large enough to read without zooming.

Mobile

On mobile, carousel cards occupy more of the feed.

Users swipe horizontally to view the next card. Part of the following card may remain visible, which indicates that the ad contains more content.

Mobile readability should be the main design priority.

Avoid:

• Small body text
• Long paragraphs
• Detailed charts
• Thin lines
• Small interface screenshots
• Important elements close to the edges

Test every card on a mobile screen before launching the campaign.

LinkedIn Carousel Ad Text Requirements

Ad name

The ad name is optional and visible only inside Campaign Manager.

Maximum length:

• 255 characters

Use a consistent internal naming system.

Example:

Q3_ProductDemo_CFO_Carousel_V02

A useful naming structure can include:

• Campaign
• Audience
• Offer
• Format
• Creative version

Introductory text

Maximum length:

• 255 characters

LinkedIn recommends keeping the text within 150 characters to reduce truncation on some devices.

Put the main point at the beginning.

A practical structure is:

1. Identify the problem or audience
2. Explain the value
3. Ask the user to view the cards

Example:

Finance teams lose hours combining data from different platforms. See how automated reporting can reduce manual work.

Card headline

Maximum length:

• 45 characters

Card headlines may also be truncated after two lines.

Keep them short and specific.

Weak headline:

Learn more about the different benefits available

Stronger headline:

Automate weekly reporting

The headline should add context to the image instead of repeating the same sentence.

Destination URL

Requirements:

• Must begin with http:// or https://
• Maximum length: 2,000 characters

Each card can use its own destination URL in a standard website carousel.

Check all tracking parameters and landing pages before publishing.

How Many Carousel Cards Should You Use

LinkedIn allows between 2 and 10 cards.

The correct number depends on the message.

2 to 3 cards

Use a short carousel for a simple message.

Suitable structures include:

• Problem → solution
• Product → benefit
• Before → after
• Offer → CTA

A short carousel requires less attention from the user.

4 to 5 cards

This range works for most campaigns.

It provides enough space to explain the offer without making the sequence too long.

Use 4 to 5 cards for:

• Product benefits
• Short case studies
• Event promotion
• Lead generation
• Service explanations
• Feature overviews

6 to 10 cards

Use a longer carousel when each card adds useful information.

This range can work for:

• Product catalogs
• Detailed guides
• Step-by-step processes
• Several customer examples
• Complex product comparisons

Do not add cards only to reach the maximum. Remove any card that does not add a new point.

LinkedIn Carousel Ad Content Structures

A carousel needs a clear sequence. The structure depends on the campaign objective.

Problem → Solution → CTA

This structure is suitable for lead generation and service campaigns.

Example:

1. State the problem
2. Explain the consequence
3. Present the solution
4. Show the main benefit
5. Add the CTA

Step-by-step guide

Use this structure for educational content.

Example:

1. Introduce the task
2. Explain step one
3. Explain step two
4. Explain step three
5. Offer a full guide or consultation

Product features

Use one card for each feature.

Example:

1. Product overview
2. Reporting feature
3. Automation feature
4. Integration feature
5. Demo CTA

Customer case study

Turn a business result into a short sequence.

Example:

1. Customer and problem
2. Initial situation
3. Solution
4. Result
5. CTA

Event promotion

Use cards to answer the main registration questions.

Example:

1. Event topic
2. Speakers
3. Agenda
4. Date and format
5. Registration CTA

Product or service comparison

Use consistent layouts so users can compare options quickly.

Each card should use the same categories, such as:

• Main feature
• Target audience
• Price level
• Main advantage
• Recommended use

LinkedIn Carousel Ad Best Practices

Use a strong first card

The first card determines whether the user continues.

It should communicate one of the following:

• A clear problem
• A business result
• A useful question
• A specific benefit
• A relevant offer

Do not use the first card only for a logo or general title.

Keep one idea per card

Each card should communicate one clear point.

Do not combine several benefits, long descriptions, and multiple CTAs inside one square image.

Make every card understandable

Users may not view every card in order.

Each card should make sense without requiring detailed knowledge of the previous slide.

The sequence should add context, but individual cards should still be clear.

Use visual consistency

Keep the following elements consistent:

• Typography
• Colors
• Image style
• Margins
• Headline position
• Logo placement
• Card numbering

Consistency helps users understand that the cards belong to one message.

Use card numbers when order matters

Numbering helps users understand their progress through a process or list.

Examples:

• Step 1 of 5
• Benefit 2 of 4
• Mistake 3 of 5

Do not use numbers when the cards can be viewed in any order.

Keep text readable

Use short headlines and large type.

Check the design on a mobile device at normal viewing size. Do not evaluate readability only on a large design monitor.

Show the product early

If the campaign promotes a product, interface, or service, show it in the first cards.

Do not wait until the final card to explain what is being promoted.

Use one CTA

Each card may contain a different link, but the overall campaign should still have one primary action.

Examples:

• Request a demo
• Download the report
• Register for the event
• View the product
• Read the case study

Test card order

Useful tests include:

• Problem first versus result first
• Product first versus customer quote first
• Three cards versus five cards
• Numbered sequence versus independent cards
• Different first-card headlines

Keep the audience and campaign settings stable when comparing creative versions.

Common LinkedIn Carousel Ad Mistakes

Using too much text

A carousel card is an ad image, not a document page.

Long paragraphs reduce readability and make the sequence harder to scan.

Making the first card too general

Headlines such as Our Services or Learn More do not explain why the user should continue.

Use a specific problem, result, or benefit.

Repeating the same message

Each card should add new information.

Do not repeat the same claim with a different background image.

Creating unrelated cards

The carousel should support one campaign idea.

Do not combine several unrelated products, audiences, and offers in one sequence.

Using inconsistent designs

Changing fonts, layouts, and visual styles between cards makes the ad harder to follow.

Hiding the CTA

Users should understand what to do after viewing the cards.

Add the CTA to the final card and support it in the introductory text.

Using small screenshots

Detailed software interfaces may become unreadable in the feed.

Crop the interface and highlight one relevant element instead of showing the full screen.

Forgetting to check the card order

The sequence cannot be edited after the carousel is saved.

Check the order before publishing.

LinkedIn Carousel Ad Specifications Summary

For most LinkedIn carousel campaigns, start with 3 to 5 cards at 1080 × 1080 px.

Use a strong first card, one idea per card, readable text, and one clear conversion action.