LinkedIn carousel ads are a Sponsored Content format that shows 2 to 10 swipeable image cards inside a single ad in the LinkedIn feed. Each card has its own image, headline, and destination URL. A LinkedIn carousel ad lets you tell a story or walk through several points in one placement, whereas a single image ad can only make one.
Carousel ads appear in the LinkedIn feed on desktop and mobile, looking like a normal post with a row of cards the viewer can swipe or click through. Each card can link to a different page, so one ad can send people to a feature page, a case study, and a pricing page depending on which card they click.
Carousels work with awareness, consideration, and lead generation objectives, and you can attach a LinkedIn Lead Gen Form to collect leads without a landing page. Carousel ads are common across platforms like Meta and Google as well, but the specs and targeting below are specific to LinkedIn.
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Spec | Requirement
Number of cards | 2 to 10
Image size | 1080 x 1080 px
Aspect ratio | 1:1 (square)
File size | 10 MB max per card
File type | JPG or PNG
Introductory text | 255 characters
Card headline | 45 characters (35 when a Lead Gen Form is attached)
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These are two different formats. The swipeable "carousels" people post organically on LinkedIn are PDF document posts, and their paid version is LinkedIn Document Ads, not carousel ads. If you want to promote a multi-page PDF that people read inside the feed, you want Document Ads.
Feature walkthrough. Each card shows one product feature with a single-line benefit as the headline, and each card links to that feature's page. This works well for a product with three to five distinct capabilities that don't fit in one image.
Customer proof sequence. Each card carries one result from a different customer, such as a percentage improvement or a logo with a short quote. The final card links to a case study page. Stacking proof this way makes the case over several swipes instead of relying on one testimonial.
Problem-to-solution story. The first card states a problem your buyer recognizes, the middle cards show the steps to fix it, and the last card offers the fix with a call to action. This works for audiences who don't know your product yet and need the problem framed first.
Carousel ads work best when you have several points to make, such as a product tour, a set of customer results, or a step-by-step story. They're a poor fit when there's one message to deliver, since a single image ad does that more cheaply. Carousels tend to run a higher cost per click than single image ads, and the cards are static images, so a story that needs motion is better told with a video ad.
A Sponsored Content ad that shows 2 to 10 swipeable image cards in the LinkedIn feed, each with its own headline and link.
They are when the message has several parts, such as multiple features or customer results. For a single message, a single image ad usually performs the same at a lower cost.
In Campaign Manager, create a campaign, choose Carousel as the ad format, upload 2 to 10 square images, then add a headline and destination URL for each card.
Between 2 and 10 cards per ad.
1080 x 1080 pixels at a 1:1 aspect ratio, as a JPG or PNG under 10 MB per card.
Yes. Every card has its own destination URL, so one ad can send people to different pages depending on which card they click.
LinkedIn Sponsored Content is the ad family carousel ads belong to. LinkedIn Ad Library shows carousel ads your competitors are running right now.
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