LinkedIn Text Ad Specs: Image, Headline and Size Limits

A LinkedIn Text Ad is a compact, desktop-only advertising format built from a small image, a headline, a short description and a destination URL.

This guide covers LinkedIn Text Ad formats, sizes, technical requirements, text limits and creative best practices for the square, horizontal and long text link layouts.

What Is a LinkedIn Text Ad

A LinkedIn Text Ad is a compact advertising format that appears on LinkedIn desktop pages.

Each ad can include:

• A small image
• A headline
• A short description
• A destination URL

Text Ads do not appear as native posts in the LinkedIn feed. They are displayed in dedicated advertising areas, usually on the right side or at the top of the desktop interface.

The format is suitable for advertisers that need to:

• Drive traffic to a website
• Promote a B2B product or service
• Generate registrations
• Promote downloadable content
• Test different offers and messages
• Reach a specific professional audience

LinkedIn Text Ads can use CPC or CPM bidding. The advertiser can therefore pay for clicks or impressions, depending on the selected campaign settings.

Where LinkedIn Text Ads Appear

LinkedIn Text Ads are designed for desktop delivery. They may appear on the right side of the LinkedIn feed, at the top of some LinkedIn desktop pages, or in other desktop advertising placements available to LinkedIn.

Text Ads are not designed for the mobile feed. Advertisers that need mobile delivery should use formats such as Single Image Ads, Video Ads, Carousel Ads, or Document Ads.

The exact layout and dimensions of a Text Ad depend on the available placement. LinkedIn automatically adapts the same headline, description, image, and destination URL to different display formats. Advertisers do not need to create a separate finished banner for every placement size.

LinkedIn Text Ad Formats

LinkedIn groups Text Ads into three main layout types: square, horizontal and long text link. The advertiser provides the same basic creative elements for each layout, and LinkedIn selects the version that fits the available advertising placement.

The format shown to a member may therefore differ depending on:

• The LinkedIn page
• The available advertising space
• The desktop screen size
• The placement inventory
• The selected campaign settings

LinkedIn may display Text Ads in sizes such as 300 × 250 px, 700 × 17 px, 160 × 600 px, 728 × 90 px, or 496 × 80 px. These are rendered placement sizes — they are not separate image files that the advertiser must upload.

Technical Requirements

LinkedIn applies the following requirements to Text Ads.

Image. Recommended dimensions are 100 × 100 px, in JPG or PNG format, up to 2 MB. The image is optional in some placements, but using one generally makes the ad easier to notice. Choose an image that remains clear at a small size — avoid detailed illustrations, screenshots, diagrams and small text.

Ad name. The ad name is optional and visible only inside Campaign Manager, with a maximum length of 255 characters, including spaces. Use a clear naming system that identifies the campaign, audience, offer and creative version — for example, CFO_Report_TextAd_V02.

Headline. Maximum length is 25 characters, including spaces. The headline should communicate the main offer or identify the intended audience.

Description. Maximum length is 75 characters, including spaces. The description should explain the value and provide a clear next step.

Destination URL. The landing page URL is required. It must begin with http:// or https://; LinkedIn Marketing Solutions lists a maximum of 2,000 characters, and click tracking and URL parameters are supported. An older LinkedIn Help Center specification lists a 500-character limit for Text Ad destination links — keep URLs and tracking parameters concise and check the limit displayed in Campaign Manager when creating the ad. Do not use quotation marks in third-party tracking parameters; some special characters may also cause errors in the URL query string.

Square Text Ad

The square layout is the largest and most visually prominent Text Ad variation, with a common rendered size of 300 × 250 px.

The layout can include:

• A 100 × 100 px image
• A short headline
• A description
• A clickable destination

The square format provides more room for the image and text than narrow horizontal placements. It is suitable when the image is important for understanding the offer.

Use the square layout for:

• Software promotions
• Downloadable reports
• Webinar registrations
• B2B service offers
• Recruitment campaigns
• Product demonstrations

The uploaded image should use one clear subject. A face, simple product visual, or recognizable brand element usually remains more readable than a complex composition.

Do not place important text inside the image. The image may be displayed at a small size, and some placements may crop or scale it.

Horizontal Text Ad

Horizontal Text Ads use a wide and compact layout. LinkedIn may render horizontal placements in sizes such as 728 × 90 px or 496 × 80 px, appearing at the top of a LinkedIn desktop page or in another horizontal advertising area.

The horizontal format has limited vertical space. The headline and description must communicate the offer quickly.

Use horizontal Text Ads when:

• The offer can be explained in one short statement
• The brand is already familiar to the audience
• The campaign has a direct CTA
• The landing page matches a specific professional need
• The image can remain recognizable at a small size

Avoid long company names or general statements. They use the available character limit without explaining why the user should click.

Long Text Link

The long text link is the most compact Text Ad variation, with a common rendered size of 700 × 17 px.

This format may appear as a short sponsored link with limited visual space. The image may not be the main element or may not appear in some placements.

The headline has the greatest effect on the performance of this layout. It must communicate the subject without relying on the image or description.

The long text link is suitable for:

• Direct response offers
• Event registrations
• Report downloads
• Free trials
• Product demos
• Recruitment campaigns

Use a direct headline that identifies the audience, problem, or action. Examples:

• CFO Reporting Guide
• Book a Product Demo
• B2B Marketing Report
• Register for Webinar
• Hiring Sales Managers

All examples must still remain within LinkedIn's 25-character headline limit when used in an actual ad.

LinkedIn Text Ad Text Requirements

Text Ads provide limited space. Each field should have one clear function.

Headline. Maximum length is 25 characters. The headline can identify the audience, name the offer, state a result, ask a relevant question or introduce the next action. Examples:

• For SaaS Marketing
• Download B2B Report
• Need More SQLs?
• Book Your Demo
• CFO Planning Guide

Check the character count before uploading the ad. Spaces and punctuation are included in the limit.

Description. Maximum length is 75 characters. The description should add information that is not already included in the headline, using a structure that explains the benefit, adds a reason to act and gives a direct CTA. Examples:

• See the benchmarks B2B teams use to plan paid media budgets.
• Learn how finance teams reduce manual reporting. Request a demo.
• Register for the live session and receive the complete checklist.

Do not repeat the headline in the description.

Image. The image should support the message rather than contain the message. Suitable options include a person, a product interface detail, a simple illustration, a recognizable product or a clear brand symbol. LinkedIn recommends using an image even when it is optional — profile images can also perform better than pictures of objects or logos when they are relevant to the offer.

Call to action. Text Ads do not provide enough space for a long explanation, so include a direct action in the headline or description — such as Apply, Download, View Quote, Learn More, Sign Up, Subscribe, Register, Join, Attend or Request Demo. The selected action should match the destination page.

LinkedIn Text Ad Best Practices

Address a specific audience. State who the ad is for. Compare Improve Your Marketing with For B2B Marketing Teams — the second version gives the user more context and reduces irrelevant clicks.

Put the offer in the headline. Do not use the headline only for the company name — a user should understand the subject of the ad before reading the description.

Use a direct CTA. Tell the user what happens after the click — for example, download the report, register for the webinar, request a demo, view the benchmark or apply today.

Use a simple image. The image is displayed at a small size, so use one subject, clear contrast, limited detail, no small text and no complex background. LinkedIn recommends testing a relevant profile image when the offer is connected to an expert, consultant, speaker, recruiter or company representative.

Match the landing page. The landing page must continue the message used in the ad. When the ad promotes a report, the link should open the report landing page — do not send the user to the general homepage and require them to search for the offer.

Create several variations. Prepare several versions of the same offer and test audience wording, headline, description, image, CTA and landing page. LinkedIn recommends using three or four ad variations in a campaign.

Change one element at a time. When comparing two ads, keep most elements unchanged — for example, the same image and description with a different headline, the same headline and description with a different image, or the same creative with a different CTA. This makes it easier to understand which change affected performance.

Refresh low-performing ads. Review the results regularly. Pause ads with low engagement and replace them with new variations — LinkedIn recommends reviewing and refreshing the weakest creative every one or two weeks.

Track website actions. Install the LinkedIn Insight Tag on the destination website to help measure website conversions, leads, registrations, downloads, page visits and audience demographics. Use UTM parameters when campaign data must also be transferred to an external analytics system.

Which LinkedIn Text Ad Format Should You Choose

Advertisers do not manually choose or upload separate creative files for every rendered size. LinkedIn uses the uploaded image, headline, description, and URL to create the version required for the available desktop placement.

For most campaigns, prepare one clear 100 × 100 px image and several text variations. Use an image that works in the square layout but remains recognizable when reduced. Write the headline so it can also work without the image in a compact horizontal or long text link placement.

Text Ads are most useful when desktop reach, precise B2B targeting, and direct website traffic are the main priorities.