LinkedIn Ad Formats: Image, Carousel and Video
LinkedIn offers a dozen ad formats. For B2B SaaS, five do most of the work. Here is how each one looks, the specs LinkedIn sets, how it tends to perform, and what it is best used for.
Which LinkedIn ad format should B2B SaaS use?
Most B2B SaaS companies should start with single image ads and Document Ads for lead generation, add Thought Leader Ads from a founder or expert for reach and trust, and use carousels and video once they know which messages work. Each format suits a different job, so pick by objective rather than by what looks newest.
| Format | Best job | CTR range in published data | Watch out for |
|---|---|---|---|
| Single image | Lead generation, testing messages | 0.42–0.66% | One message only; creative fatigue |
| Carousel | Several features, steps or proof points | 0.32–0.54% | Later cards get few views |
| Video | Awareness, explaining a product | 0.24–0.47% | Cheap views, expensive clicks |
| Document | Gated research, guides, checklists | 0.43% (CTR), lowest cost per lead | Needs content worth reading |
| Thought Leader | Reach and trust through a person | ~2.7% | Needs a willing, credible author |
Benchmark sources and methods are on LinkedIn Ads benchmarks. All mock-ups on this page are illustrative, with fictional brands.
How do single image ads work?
Single image ads are a post in the feed with intro text, one image, a headline and a call-to-action button. LinkedIn recommends 1200 by 628 pixels for horizontal or 1200 by 1200 for square, a headline around 70 characters and intro text around 150 before it is cut off. Square and vertical images take more of the mobile screen.
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How do carousel ads work?
Carousel ads show 2 to 10 swipeable square cards, each with its own image, headline and link. LinkedIn recommends 1080 by 1080 pixel cards and card headlines of about 45 characters, and carousels don’t support video. Use them for a sequence: steps, features or proof points, with the strongest card first.
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How do video ads work?
Video ads play in the feed, usually muted, and can run from 3 seconds to 30 minutes in horizontal, square or vertical formats. They cost least per impression and most per click in published data, so use them to explain and build familiarity, then retarget viewers with a lead offer. Put the point in the first few seconds and add captions.
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How do Document Ads and Thought Leader Ads work?
Document Ads let people read a PDF or presentation in the feed, and you can gate the full document behind a Lead Gen Form after a few preview pages. In Metadata’s 2025 data they produced the cheapest leads of any format, at $142. Thought Leader Ads promote a post from a person, such as your founder, and earn far higher click-through rates than company posts.
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LinkedIn publishes specs for each format, linked in the sources below. Where each ad should send people is covered in Lead Gen Forms vs landing pages.
Frequently asked questions
What is the best LinkedIn ad format for lead generation?
Document Ads and single image ads with Lead Gen Forms produced the lowest cost per lead in Metadata’s 2025 data.
What size should LinkedIn single image ads be?
LinkedIn recommends 1200 by 628 pixels for horizontal and 1200 by 1200 for square, with vertical options for mobile.
How many cards can a LinkedIn carousel have?
Between 2 and 10, each 1080 by 1080 pixels recommended. Carousels don’t support video.
How long should LinkedIn video ads be?
LinkedIn allows 3 seconds to 30 minutes. For B2B ads, put the point in the first few seconds and keep most videos under a minute.
What are Thought Leader Ads?
Promoted posts from a person, such as an executive or expert, rather than from a company page. The author must approve them.
Can Document Ads collect leads?
Yes. You can gate the full document behind a Lead Gen Form after preview pages.
Sources & further reading
Specs, minimums and tracking details come from LinkedIn. Benchmarks come from the third-party datasets named under each table.