LinkedIn Ads have specific character limits for each format: sponsored content allows 200-character maximum headlines (70 recommended) with 600-character maximum intro text (150 recommended). Text ads are limited to 25-character headlines and 75-character descriptions. Message ads support 60-character subjects with 1,500-character bodies. Important: Text over 150 characters in intro text is truncated with “…see more”—and LinkedIn charges per click, so truncated text may reduce engagement.

This guide covers character limits for all LinkedIn advertising formats.

LinkedIn Ads Character Limits Overview

Quick Reference by Format

Sponsored Content

Important: Text over 150 characters in intro text is truncated with “…see more”. Since LinkedIn charges per click, truncated text may reduce engagement and waste budget.

Single Image Ads

Video Ads

Carousel Ads

Document Ads

Sponsored Content Best Practices

Introductory text (150 chars recommended, 600 max):

• Hook in first line
• Value proposition clear
• Keep under 150 to avoid truncation
• CTA included

Headlines (70 chars recommended, 200 max):

• Front-load important info
• Benefit-focused
• Clear action indicator

Text Ads

Character Limits

Writing for 25-Character Headlines

Challenge: Extremely limited space Strategy: One clear message

Examples:

• “Grow Your Business” (18 chars)
• “Free Marketing Guide” (20 chars)
• “Get 30% More Leads” (18 chars)
• “Try It Free Today” (17 chars)

Description Best Practices (75 chars)

Structure:

[Expand on headline] + [CTA or trust signal]

Examples:

• “Download our free guide to B2B marketing. Trusted by 10,000+ marketers.” (71 chars)
• “Join 500 companies already using our platform. Start free trial today.” (71 chars)

Message Ads (Sponsored InMail)

Character Limits

Subject Line Strategy (60 chars)

Personalization works:

• Include recipient’s name or company
• Reference shared connections
• Mention specific value

Examples:

• “Quick question about [Company]’s marketing” (~42 chars)
• “[Name], a resource for your sales team” (~38 chars)
• “Invitation: Exclusive webinar for [Industry]” (~44 chars)

Message Body Strategy (1,500 chars)

Structure:

[Personal opening - 150 chars]
[Value proposition - 300 chars]
[Specific offer/content - 500 chars]
[CTA - 150 chars]
[Professional sign-off - 150 chars]

Best practices:

• Personal, not promotional tone
• Clear value for recipient
• Single, clear CTA
• Professional closing

Dynamic Ads

Follower Ads

Spotlight Ads

Jobs Ads

Conversation Ads

Message Flow Limits

Conversation Design

Opening message:

• Grab attention quickly
• Offer clear choices
• Professional tone

Button text (25 chars):

• Clear action labels
• “Learn More” (10 chars)
• “Schedule a Demo” (15 chars)
• “Download Now” (12 chars)

Event Ads

Character Limits

Lead Gen Forms

Form Field Limits

Lead Gen Best Practices

Headline (60 chars): Focus on what they’re getting: “Download Your Free B2B Marketing Guide”

Details: Explain form value briefly

Thank you: Confirm delivery and suggest next steps

B2B Writing Considerations

LinkedIn Audience Characteristics

Professional mindset:

• In “work mode” while browsing
• Expect substance over hype
• Value expertise and data
• Longer consideration cycles

Tone Guidelines

Do:

• Use professional language
• Include data/proof points
• Focus on business outcomes
• Respect their time

Don’t:

• Overly casual language
• Consumer-style urgency
• Pushy sales tactics
• Vague benefits

Industry-Specific Approaches

Tech/SaaS:

• Focus on efficiency/ROI
• Mention integrations
• Trial/demo offers

Professional services:

• Expertise signals
• Case studies/results
• Consultation offers

Recruiting:

• Company culture highlights
• Growth opportunities
• Specific role benefits

Frequently Asked Questions

What’s the character limit for LinkedIn sponsored content?

Sponsored content headlines allow up to 200 characters (70 recommended), with introductory text up to 600 characters (150 recommended). Text over 150 characters is truncated with “…see more”.

How long should LinkedIn text ads be?

Text ads are limited to 25-character headlines and 75-character descriptions—extremely concise.

Can I use emojis in LinkedIn ads?

Use sparingly. LinkedIn’s professional context means emojis should be occasional and appropriate (✓ and similar professional symbols work best).

What’s the message ad character limit?

Message ads (Sponsored InMail) allow 60-character subject lines and 1,500-character message bodies.

Do character limits include spaces?

Yes, spaces count toward all LinkedIn ad character limits.

Should I use shorter copy on LinkedIn?

Not necessarily. LinkedIn’s professional audience engages with substantive content. Use available space when it adds value.

Key Takeaways

• Sponsored Content: 200-char headline max (70 recommended), 600-char intro max (150 recommended)
• Text over 150 characters truncated with “…see more” (LinkedIn charges per click)
• Text Ads: 25-char headlines, 75-char descriptions
• Message Ads: 60-char subjects, 1,500-char bodies
• Dynamic Ads: Headline 100 chars, description 150 chars
• Professional tone essential for B2B audience

Conclusion

LinkedIn’s ad character limits vary significantly by format, from the tight text ads (25-character headlines) to the more generous sponsored content (200-character headlines max, 600-character intro text max). Critically, text over 150 characters in intro text is truncated with “…see more”—and since LinkedIn charges per click, truncated content may reduce engagement. Stay within recommended limits (70-char headlines, 150-char intro text) for best results. Try our free letter counter → to verify your LinkedIn ad copy fits within platform specifications.