Complete Guide to LinkedIn Carousel Ads

One of the popular ways to lay out a high-quality digital advertisement is to use the LinkedIn carousel ads. LinkedIn advertising has been on a constant rise with the looming attention span because of interactive ad formats’ ruling in digital marketing. Businesses need to change their direction and stay in line with the new LinkedIn ad set, – one of the new and interesting social media advertising tools offering an inimitable experience that will resonate attractively with its Indian customers.

LinkedIn Carousel Ads
LinkedIn Carousel Ads

Table of Contents

  • What are LinkedIn Carousel Ads?
  • The Strategic Advantages
  • LinkedIn Carousel Ads Formats
  • Ad Specs for LinkedIn Carousel Ads
  • How to Create Effective Carousel Ads
  • Best Practices for Creating Effective Carousel Ads
  • FAQs
  • Conclusion

What are LinkedIn Carousel Ads?

LinkedIn Carousel Ads are a kind of ad that allows brands to show up to 10 different images or videos, all with their links, and each has the link, headline, and call-to-action. Aficionados can spin through these cards and consume diverse kinds of content following the logical sequence defined by the brand.

The Strategic Advantages

When using the Carousel ad format, advertisers have the decisive push over traditional advertising approaches, the arguments underlined by the following facts:

  • Higher Engagement Rates: It’s this kind of interactivity that entices users to explore the advert by swapping. This involves interaction that is organic, as opposed to buttons.
  • Richer Storytelling: Carousel ads allow advertisers to blend several images and captions almost seamlessly, unlike in Legacy Media where a solitary image and not more than a headline are possible.
  • Increased Information Delivery: Advertisers can display products in a more complex way and give a piece of elaborative information with many questions answered.
  • A/B Testing Opportunities: Find which creative the audience may merely resonate with.

LinkedIn Carousel Ads Formats

Single Image Ads

The Single Image Ad for the Carousel format is the most simple. It has a main still image or animated part with a header, description, destination URL, and optional call-to-action (CTA) button associated with the ad.

Video Ads

Video Carousel Ads are a selection of video cards appearing within the ad’s frame. They allow for a continuous viewing experience with automatic play and seamless transitions between each card.

Image Ads

Image Carousel Ads also consist of a set of picture cards in the carousel. Each slider can lead to a single unique product or service offering, or a specific sales focus for a product.

Ad Specs for LinkedIn Carousel Ads

To make sure that your ad’s specifications have been met, your ad will be fashioned to project the best look and performance. Below is an overview of the necessary project requirements during the creation of an ad.

Image Specifications

  • Image File Types: JPEG, PNG, or GIF
  • Image Size: Square images (recommended – 1080 x 1080 pixels)
  • Aspect Ratio: 1:1
  • Maximum File Size: 10MB

Video Specifications

  • Video Duration: A minimum of 3 seconds up to a maximum of 4 minutes
  • Video File Types: MP4 or MOV
  • Video Size Recommended: 1920 x 1080 pixels
  • File Size: Maximum 200MB

Text Specifications

  • Limiting the character count of a headline: 45 characters
  • Limiting the character count of a summary: 30-90 characters (best practice)
  • Limiting the maximum number of characters of a Call To Action: 20
  • Distribution of visuals on LinkedIn Sponsored Content should not be more than ten cards.


  • Minimum Image Width: 400 pixels
  • Maximum Image Width: 5400 pixels
  • Minimum Image Height: 100 pixels
  • Maximum Image Height: 5400 pixels

How to Create Effective Carousel Ads

A carousel ad is the union of the art and science of advertising. The main elements that one should be looking at have been discussed here:

Know Your Goals

The start of each campaign managed by an effective marketing analyst should begin with particular, tangible goals. The ad copy should serve these goals. What kind of goal? Brand awareness, lead generation, or sales? These are how you might structure the story in your carousel, the visuals you might choose, and the call to action at the end.

Visual Storytelling

It is expected for your carousel to have a coherent visual story. Start with an interesting image that creates the motivation to swipe. Then, ensure that each slide bolsters the previous one and builds on the story.

Call to Action

The last slide of your carousel must carry a captivating call to action. It should be simple, direct, and should not confuse users, while “Learn More,” “Contact Us,” or “Shop Now” definitely in interest and edification.

Responsive Design

Given that the majority of LinkedIn users are browsing via mobile devices, you must tailor your carousel ad to be visually good and functional on small screens.

Testing and Optimization

LinkedIn’s A/B testing tool is an indispensable resource. To unravel the winning strategy among your target audience, put different visuals, ad copy, and calls to action to the test.

Best Practices for Creating Effective Carousel Ads

Tell a Story

Products and services can be showcased with the help of a story that is understandable to your audience. Your Carousel ad should consist of a series of cards like a motion picture, with a beginning, middle, and end that form a commitment and prototypes that identify the product or service.

Use High-Quality Visuals

It is the graphic part of the advertising that allures customers first. Employ clear high-definition images or video clips that are certainly on-branded and draw attention.

Keep Text Concise and Actionable

Owing to limited space, each of your Carousel Ad cards has, using the card’s titles and descriptions to tell a story that draws and engages the reader in exploration.

Utilize Strong Calls to Action (CTA)

Your CTA is the last attempt to get your readers to convert. Use a clear and motivational URL and CTA that specify what the reader needs to do next.

Optimize for Mobile

Most popular social media platforms are visited more often through mobile devices. Your Carousel Ad should scale across the board successfully and work on all screen sizes.

Leverage LinkedIn’s Targeting Features

You can give it a personalized touch, which is achieved with the help of the professional targeting features of LinkedIn. The more your ad is in the same realm, the more successful it will be.

Test Different Card Sequences

Modify the arrangement of the cards to compare the reaction to each of them. Generally, a well-paced story or a surprise twist can work quite interactively.

Measure and Optimize

Evaluate the results of your Carousel Ad on LinkedIn using campaign analytics. In addition, A/B testing can serve as a way to optimize your results and make your strategy even more precise.


How to budget and bid for LinkedIn Carousel Ads?

LinkedIn has several choices when it comes to bidding. Users can choose from CPC (cost per click) or CPM (cost per impression). Both daily and lifetime budget options are available, and advertisers must carefully think as to which bid will cater to their campaign goals.

How many Carousel Cards should I include in my ad?

How many cards should be included depends on the number of primary talking points as well as the level of engagement that you expect from your audience. As a rule of thumb, to include a minimum of three to a maximum of five cards ought to be good which will provide the viewer with enough choices without over-feeding of information.

How many slides should my Carousel Ad have?

You can use as few as just two slides or as many as ten slides in your ad. The number of slides you use hinges often on how complex your story is and how your audience focuses on your message.

What type of content works best in Carousel Ads?

Content with strong associations with human emotions can catch and keep the eye of the audience because it is interactive. In the meanwhile, effective ad types are those that can offer a “try before you buy” feature or those that improve the taste and quality of life. Other effective content strategies, like seasonal discounts or introductory offers, can be applied.

Are Carousel Ads more expensive than single-image ads?

The cost of the LinkedIn carousel ad will be determined in part by the market, audience targeting stage, and your ad’s quality and relevance, as pass as the industry to which it belongs.

What are some ways to maximize engagement with LinkedIn carousel ads?

Maximizing the engagement with your LinkedIn carousel ads is a result of highly visual, user-focused content and that content provides a clear value proposition. In every slide, try to relate the story of your brand, and enrich the CTAs with strong phrases that entice the audience to act. Lead customers to their next step with bright call-to-action buttons that are evident and motivating.

Is there a limit to the number of LinkedIn carousel ads I can create?

LinkedIn does not set any restrictions on the amount of your carousel ads. Yet, don’t forget about the quality of the content. It is indeed better to view and thus redirect the effort to some less carousel ads by which they can identify themselves with your brand.


In a world where content reigns supreme, and user attention is the most desired commodity of all, there are many advantages to using LinkedIn Carousel Ads. Adhering to the essential principles, keep your visuals impeccable, and create that narrative that your audience won’t just read, but feel and remember it in every cell of their beings. Make a point to have your target audience front and center at all times, generate creative content that attracts them, and keep fine-tuning accordingly with real-time, data-driven metrics.

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