You may have refined your target audience and created eye-catching visuals, yet your LinkedIn campaign still fails to deliver. One of the most common reasons is that your teaser texts exceed LinkedIn’s character restrictions. Each ad format, from single-image posts to sponsored messages, has its own rules.
Ignoring them can result in cut-off headlines, hidden calls-to-action, or even inefficient use of budget.
What strategy should I follow?
When planning campaigns, whether experimenting with video, rolling out lead generation forms, or exploring document ads, understanding the exact text allowances is essential.
Success depends not only on fitting within the available space but also on ensuring the message remains persuasive. For example, long introductions can reduce click-through rates, and in some formats, even the “see more” expansion may be counted as an engagement and extra cost.
One of the biggest frustrations for advertisers is finding the balance for the right character limits. Because each format has its own restrictions, misjudging text length can lead to underperforming campaigns.
Character limits by format
Single Image Ads
- Intro text: Best visibility under 150–160 characters (maximum 600). Longer texts require a “see more” click.
- Headline: 45-50 characters recommended. Anything over 70 will be cut off permanently.
Video Ads
Nearly identical to single-image ads.
- Intro text: 150–160 characters advised (maximum 600).
- Headline: Stay under 70 characters (ideally 45 to see it in one line)
- Important: In some campaign objectives, clicks on “see more” are charged as engagements.
Carousel Ads
Less commonly used, but if chosen:
- Intro text: 150–160 characters recommended (maximum 255).
- Headline under ecah image: Up to 45 characters.
Text Ads
Minimalistic but powerful, with strict limits:
- Headline: 25 characters.
- Description line: 75 characters.
Document Ads
Follow the same rules as single-image ads:
- Intro text: Recommended under 160 characters (maximum 600).
- Headline: Maximum 60–70 characters.
Key recommendations
- Keep your teasers short, ads that stay within the recommended ranges perform better
- Test headline length to prevent your text being split
- Avoid long introductions that push your main message below see more…
By aligning your teaser texts with LinkedIn’s character rules, you can ensure your ads are not only fully visible but also more effective in driving awareness, engagement and/or conversions.