LinkedIn single image ads are a type of sponsored content ad format that allows advertisers to promote their brand, products, or services using a single visual asset. These ads appear in the LinkedIn feed and allow marketers to drive awareness, engagement, and website traffic through compelling visual storytelling.
What are the key features of LinkedIn single image ads?
- Single image format – As the name suggests, these ads feature a single image, like a photo, infographic, or illustration.
- Flexible image sizes – LinkedIn supports square images (1:1 aspect ratio) as well as landscape images (1.91:1 aspect ratio).
- Short copy – Up to 75 characters of headline text and up to 75 characters of body text can accompany the image.
- CTA button – Ads can include a call-to-action button below the image, like “Learn More” or “Sign Up Now”.
- Lead generation – Single image ads support lead gen forms so viewers can request demos or content without leaving LinkedIn.
- Retargeting – You can create retargeting campaigns to show your ads to people who have already engaged with your LinkedIn page or content.
What are the ideal image sizes for LinkedIn single image ads?
LinkedIn recommends using the following image dimensions for the best results with single image ads:
Image Aspect Ratio | Dimensions |
Square (1:1) | 1200 x 1200 pixels |
Landscape (1.91:1) | 1200 x 627 pixels |
The square 1:1 aspect ratio works particularly well for headshots, icons, illustrations or infographics. The landscape 1.91:1 ratio gives you more horizontal space to showcase panoramic images, product photos, or lifestyle imagery.
What types of images perform best?
Based on analysis and testing, these are the types of visuals that tend to generate strong results with LinkedIn single image ads:
- Infographics – Visual data presentations that inform and educate audiences.
- Product images – Hero shots of products, services, or technology.
- Motivational quotes – Inspiring quotes over background images.
- Behind-the-scenes – Photos showcasing company culture and people.
- Thought leadership – Headshots of executives, employees or influencers.
The key is choosing visually impactful images that align with your brand identity and resonate with your target B2B audience.
Infographics
Infographics are consistently high-performing ad creative on LinkedIn because they quickly communicate key information, stats, or ideas:
- Allows you to visualize data, concepts, timelines, processes, etc.
- Appeals to LinkedIn’s informational-seeking audience
- Eye-catching way to convey insights
- Get inspiration from top-performing infographics on LinkedIn
Product Images
Bold visuals of your products, services or technology in action can capture attention:
- Showcase innovations, features, or capabilities
- Highlight how you solve pain points
- Use human elements to demonstrate real-world value
- Convey competitive differentiation
Motivational Quotes
Uplifting quotes over background images are engaging and shareable:
- Inspire and affirm your target audience
- Quotes from thought leaders add credibility
- Backgrounds related to your industry or offering
- Aspirational messaging builds your employer brand
Behind-the-Scenes
Authentic photos that showcase your culture and team:
- Images of people at work resonate on LinkedIn
- Shows the human side of your brand
- Highlights company values and personality
- Makes employees proud to share your post
Thought Leadership
Leverage headshots of executives, employees or influencers:
- Puts a face to your brand’s expertise
- Trusted advisers appeal to B2B audiences
- CEOs and founders convey credibility
- Employees share posts featuring them
How do you create effective ad copy and CTAs?
To complement your powerful imagery, follow these tips for writing effective ad headlines, text and calls-to-action (CTAs):
Headlines
- Grab attention with emotional or informational appeals
- Focus on your customer’s pain points or interests
- Use keywords your audience commonly searches
- Keep headlines concise, under 75 characters
Body Text
- Elaborate on your headline message
- Communicate your value proposition
- Use simple, scannable sentence structures
- Limit body text to under 75 characters
CTAs
- “Learn More” encourages clicks for awareness campaigns
- “Start Free Trial” speaks to bottom-of-funnel offers
- “Request Demo” works well for considered purchases
- Fine-tune messaging based on campaign objectives
What makes LinkedIn a powerful platform for single image ads?
There are a few key advantages of leveraging LinkedIn for single image ad campaigns:
- Professional audience – LinkedIn provides access to 610+ million members worldwide, predominantly comprising a professional audience.
- Quality engagement – LinkedIn members are 2x more likely to engage with Sponsored Content vs. other social platforms.
- Targeting capabilities – Detailed targeting by job title, company, industry, skills, and professional interests drives relevance.
- Business intent – Members have a business mindset while browsing LinkedIn, making them more receptive to B2B messaging and content.
- Trust and influence – Content on LinkedIn benefits from earned credibility based on member’s real identities and networks.
Combined, these factors allow B2B brands to reach key decision makers and build credibility through visually compelling storytelling with LinkedIn single image ads.
What are some best practices for optimizing your ads?
To maximize the performance of your LinkedIn single image ads, keep these optimization best practices in mind:
- Test different headlines, images, copy and placements to identify what resonates most.
- Leverage LinkedIn’s Audience Insights tool to refine targeting.
- Analyze performance metrics to identify high-converting audience segments, then scale budget accordingly.
- Use A/B testing to determine the optimal image aspect ratio and ad copy length.
- Retarget engaged audiences and website visitors to increase conversions.
- Monitor frequently and pause lower-performing creative variations.
Continuous testing, optimizing based on data insights, and scaling your best-performers will help boost your LinkedIn ad results over time.
What are some examples of effective single image ads?
Below are a few stellar examples of LinkedIn single image ads using compelling visuals and messaging:
Monday.com
This ad uses an engaging animated gif to showcase their work OS product features in action:
- Eye-catching animation
- Demonstrates key benefits
- Clean, branded visual style
IBM Cloud
IBM highlights the value of its cloud platform through a robust infographic:
- Info-packed statistics and facts
- Visualizes competitive differentiation
- Thought leadership positioning
Amazon Web Services
AWS leverages inspirational quotes from world-changing inventors:
- Aspirational messaging
- Reinforces brand values
- Focuses on innovators and creators
Adobe
Adobe uses stunning lifestyle images linked to their products:
- Dramatic photographic visuals
- Draws emotional connections
- Highlights real-world applications
Conclusion
LinkedIn single image ads provide a compelling canvas for B2B brands to tell visual stories that engage professionals. By combining high-impact visuals, concise copy and strategic targeting, marketers can generate brand awareness, credibility and leads with this versatile ad format. Following LinkedIn’s recommended image sizes, testing different creative, and optimizing based on performance data will help maximize your ad results.