LinkedIn is one of the most powerful social media platforms for B2B marketing. You reach over 1 billion professionals on LinkedIn with a Campaign Manager ad account.
The professional networking platform focuses on objective-based advertising with over 20 different audience attribute categories for targeting. 30% of adults use LinkedIn, with professionals aged 30 to 49 being the most active demographic.
LinkedIn is the most trusted platform by brands, making it crucial for building brand awareness and credibility. Advertising on LinkedIn positions your brand as an industry leader. Almost 60% of professionals consider a brand to be “higher quality” and “more respectable” if they’re advertising on the platform.
We’re sharing our in-depth guide on LinkedIn ads, updated for 2024, to help you maximise your conversions and ad results. Sign up to AdsPlanner.ai to create ads that convert across the 10 top advertising platforms.
LinkedIn offers different types of digital ads: sponsored content, dynamic ads, text ads, and message ads. You can run these B2B ads individually or a mix of all four.
It only takes six steps to get started on running a self-service ad campaign on LinkedIn:
The platform recommends running multiple ads for each campaign as audiences are 6 times more likely to convert when exposed to brand and acquisition messages on LinkedIn.
Sponsored content on LinkedIn can feature six different ad types:
LinkedIn recommends using their sponsored content ads to share thought leadership, showcase products and services, or promote an event. This guide will focus on LinkedIn carousel ads, video ads, and single-image ads as the foundation for building a B2B ad campaign on LinkedIn that will convert.
This multi-card ad format gives you more flexibility and ad space. It’s ideal for telling your brand story, establishing thought leadership, and sharing customer testimonials. Carousel ads do not support video ads at this time.
Recommended resolution: at least 1080 x 1080 pixels with a 1:1 ratio
File type: JPG or PNG
Maximum file size: 10 MB
Number of carousel cards: 2-10
Text recommendations: 255 characters in the ad name, 45 characters in the card headline, and 255 characters for the introductory text.
You can target customers using LinkedIn Messages with conversation and message ads. Conversation ads are designed to start high-quality conversations, while message ads focus on a call to action. Banners for LinkedIn message ads are only viewable on desktops.
Banner image size: maximum 300 x 250 pixels
Maximum file size: 2 MB
File type: JPG or PNG
Text recommendations: 255 characters in the ad name, 8,000 characters maximum for message text, 20,000 characters maximum for custom footer, and 25 characters for call-to-action.
Banner image size: 300 x 240 pixels
Maximum file size: 2 MB
File type: JPG or PNG
Text recommendations: 50 characters for ad name, 60 characters for message subject, 1500 characters for message text, 2500 characters for custom footer and 20 characters for call to action.
Dynamic ads come in three forms on LinkedIn: spotlight ads, text ads, and follower ads. You can use LinkedIn dynamic ads to prompt your target audience to follow your page, drive traffic to a landing page, or introduce customers to your business.
Dynamic ads on LinkedIn allow you to choose from several call-to-action options, including apply, download, learn more, sign up, register, and request demo.
Text Ads on LinkedIn are the most budget-friendly for small businesses and start-ups with limited design options.
Logo image size: 100 x 100 pixels
Logo file type: JPG or PNG
Logo file size: 2 MB
Text recommendations: 25 characters for headline and 75 characters for description
Spotlight Ads on LinkedIn are designed to showcase a product, service, or event to drive traffic to a website or landing page outside of LinkedIn. Logo sizing remains the same as above.
Background image size: 300 x 250 pixels
Background file size: 2 MB
Background file type: JPG or PNG
Text recommendations: 50 characters for headline, 70 characters for description, and 18 characters for call-to-action.
Follower Ads on LinkedIn promote your LinkedIn page to acquire new followers who match your targeted demographic. There is a range of description and headline options to choose from, allowing limited personalisation with CTA options, including visit careers, visit company, and visit jobs. Logo sizing remains the same as above.
Text recommendations: 50 characters for headline and 70 characters for the description.
Single-image ads are considered sponsored ads, featuring one image that directly appears in the LinkedIn feed on both desktop and mobile users.
File type: JPG, PNG, or GIF
File size: 5 MB
Horizontal images: for desktop and mobile – minimum 640 x 360 pixels and a maximum of 7680 x 4320 pixels.
Recommended 1.91:1 ratio and 1200 x 628 pixels.
Square images: for desktop and mobile – minimum 360 x 360 pixels and a maximum of 4320 x 4320 pixels.
Recommended 1:1 ratio and 1200 x 1200 pixels.
Vertical images: mobile only – minimum 360 x 640 pixels and a maximum of 2430 x 4320 pixels.
Recommended 1:1.91 ratio and 638 x 1200 pixels. Alternatively, a 2:3 ratio and 600 x 900 pixels. A 4:5 ratio with 720 x 900 pixels is also recommended by LinkedIn.
Video ads are rising in popularity on LinkedIn, with professionals engaging 3x longer with video ads than static ads.
Video file type: MP4
Video file size: minimum 75 KB and maximum 200 MB
Video size: minimum 360 x 360 pixels and maximum 1920 x 1920 pixels
Aspect ratio: minimum 9:16 and maximum 16:9 ratio
Recommended frame rate: 30 frames per section
Recommended ratio: 4:5 (vertical), 9:16 (vertical), 16:9 (landscape), or 1:1 (square).
The first 10 seconds of your video should feature a hook. Don’t forget captions, as 80% of viewers are more likely to finish a video when it features subtitles. You can choose from a variety of CTA options for your video ad, including apply, download, sign up, subscribe, register, and attend.
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