LinkedIn Ads Guide

  You cannot use Media Credits for LinkedIn Campaigns

If you have LinkedIn credits or RollWorks media credits as part of your contract, they cannot be used towards your LinkedIn campaign spend. RollWorks will bill you for your LinkedIn Campaign spend separately from your Media Credits.


Before you start

Before you can launch a LinkedIn Campaign in RollWorks or can push RollWorks audiences to LinkedIn you must connect your LinkedIn Company Page to RollWorks. Learn how to connect your LinkedIn and RollWorks accounts in our LinkedIn Integration Guide.


Who can access

Access to the RollWorks<>LinkedIn Integration to advertise to your LinkedIn Audiences using RollWorks data depends on your RollWorks package.

Your Package LinkedIn Integration
Standard Advertising Not Included
Advanced Advertising Not Included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Not Included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


LinkedIn ad types supported

There are two different ways to use RollWorks data to target LinkedIn members with advertising campaigns and each of these options supports different types of LinkedIn ads:

Options to use RollWorks data to advertise on LinkedIn LinkedIn ads supported

Option 1. Launch and manage your LinkedIn campaigns directly from the RollWorks platform.

Go to this help center article to learn more.

Sponsored Content Single Image ads

Option 2. Push your RollWorks audiences to LinkedIn and launch and manage your campaigns directly through LinkedIn Campaign Manager.

Go to this help center article to learn more.

Sponsored Content Single Image ads

Sponsored content video ads

Sponsored content carousel ads

Sponsored content event ads

Sponsored conversation ads

Sponsored message ads

Lead gen forms

Text ads

Spotlight ads

Follower ads

Do you need help to decide which option is right for you? Learn more about both options and choose the right one for you in this article that compares both.


Sponsored content single image ads

When launching campaigns directly within RollWorks we only support Sponsored content single image ads, which is a LinkedIn Page update that is sponsored as an advertisement and is delivered to the LinkedIn feed of members beyond those who follow your company. Sponsored Content single image ads include one image and appear directly in the LinkedIn feed of members you want to reach, whether on desktop or mobile devices.



Ad size requirements

The following are the requirements for LinkedIn Sponsored Content Ads creative images to be uploaded to the RollWorks platform to launch campaigns directly within RollWorks.

  • File format JPG or PNG
  • Max file size 5MB
  • Image Ratio
      • 1.91:1 (horizontal, desktop and mobile)
      • 1:1 (square, desktop and mobile)
      • 1:1.91 (vertical, mobile only)
  • Image resolution:
      • Horizontal / Landscape
        • Minimum: 640 x 360 pixels
        • Maximum: 7680 x 4320 pixels
        • Recommended: 1.91:1 - 1200 x 628 pixels
      • Square
        • Minimum: 360 x 360 pixels
        • Maximum: 4320 x 4320 pixels
        • Recommended: 1:1 - 1200 x 1200 pixels
      • Vertical
        • Minimum: 360 x 640 pixels
        • Maximum: 1254 x 2400 pixels
        • Recommended:
          • 1:1.91 - 628 x 1200 pixels
          • 2:3 - 600 x 900 pixels
          • 4:5 - 720 x 900 pixels


Uploading ads to RollWorks

When you launch LinkedIn campaigns directly within RollWorks you will need to upload your creative ads to RollWorks following the instructions below:

  1. Login to RollWorks and navigate to Advertising
  2. Click Ad Library
  3. Click Upload

Screen Shot 2021-12-20 at 2.40.08 PM.png

  • Click Browse to select a properly sized ad.
  • Fill out all the required fields and the creative file and click Upload


  1. Enter the Name, this is an internal name that will not be displayed in your ads, but will be used only in the RollWorks platform to identify this specific creative.
    • Limited to 255 characters.
    • Use a naming convention that works for you and helps you to identify the creatives in RollWorks dashboards and reports.
    • Use the same name for all ads with the same messaging without including ad type and sd size in the name. All RollWorks reporting can be filtered by ad type and size. If you want to be able to report on an ad message as a whole, keeping them the same will make this easier.
  2. Enter the Title to grab your visitor's attention and summarize your ad's purpose
    • Up to 70 characters to avoid truncation
    • Use your title
  3. Enter a Description that tells your target audience a little more about your ad purposes, such as elaborating on your product or brand and values.
    • Up to 70 characters to avoid truncation.
  4. Enter the Destination URL, this is where someone lands after they click on your ad.
    • Be sure to enter the entire URL for your landing page
    • Limited to 2,000 characters.
    • The prefix http:// or https:// must be included.
    • Special characters like <> # % { } [ ] and others may cause errors when included in the query string at the end of the destination URL. Even if special characters are accepted, they may not be supported in all browsers.
    • Ensure that it includes your UTM Parameters, if you are using them.
  5. Enter the Link Description (optional)
    • Limited to 300 characters
    • The latest versions of LinkedIn’s mobile and desktop rarely show link description text. This text will only show in the following circumstances:
        • Link shares with images less than 200 pixels wide.
        • Ads on older versions of the LinkedIn mobile app.
        • User views an Ad that has been delivered beyond the LinkedIn feed.



There are a couple of items that you must check if you are experiencing issues with your LinkedIn Ads:

  • Ensure that you are using a secure server https:// to collect or pass personal information.
  • Verify that the domain of your Display URL on your ad matches the domain of your Destination URL.
  • Ensure that your Ads are compliant with LinkedIn's Advertising Policies. Learn more about LinkedIn Ad Guidelines in their help center.
  • Ensure that the word 'LinkedIn' is not used in your copy and that your ad does not imply any affiliation with the LinkedIn platform.
  • If your URL generates an error, copy everything after the question mark into the URL and paste it into a URL encoder like then copy your results and replace the original query string in the URL. 
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