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One of the most common frustrations when building ads on LinkedIn is knowing the right character constraints. Each format has different rules, and if we don’t get them right, our ads risk being cut off or even underperforming.

We’ve gathered the most important limits across all major LinkedIn ad formats in one place—so you can focus on copy that converts instead of guessing.

Single image ads

• Intro text: Keep under 150–160 characters for best visibility. You can use up to 600, but longer text requires a “see more” click.
  
• Headline: Aim for 50–60 characters. Anything over 70 will be cut off permanently (no “see more” option).
  
  

Video ads

Video ads follow nearly the same rules as single image ads.

• Intro text: 150–160 characters recommended, with a maximum of 600.
  
• Headline: Same as single image ads—keep it under 70 characters.
  
• Note: On some objectives, you’ll actually be charged when users click “see more,” so shorter is safer.
  
  

Text ads

Text ads are simple but powerful, with very tight constraints:

• Headline: 25 characters
  
• Description line: 75 characters
  
  

Dynamic ads

Dynamic ads also have limited space:

• Headline: 50 characters
  
• Custom call-to-action button: 18 characters
  
  

Sponsored messaging

We recommend using conversation ads instead of message ads, since they’re more flexible.

Message text

Up to 2,000 characters

CTA buttons

Up to 25 characters each

Subject line

Keep under 60 characters (especially for mobile readability)

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Document ads

Document ads follow the same limits as single image ads:

• Intro text: Under 160 characters recommended (max 600)
  
• Headline: Keep it under 60–70 characters
  
  

Carousel ads

We don’t typically recommend using carousel ads, but if you do:

• Intro text: 150–160 characters recommended (up to 255 max)
  
• Card text: Up to 45 characters if linking to a web page / Up to 30 characters if linking to a lead gen form
  
  

Key takeaways

• Shorter text performs better—stick to recommended ranges.
  
• Headlines that get cut off lose impact—always test character count.
  
• Avoid long intros that push your message below the fold.
  
• Consider cost implications when “see more” clicks count as engagements.
  
  

Want more LinkedIn Ads tips?

Save time, avoid costly mistakes, and write ads that fit every format perfectly.

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