Which LinkedIn ad formats can carry a Lead Gen Form?
LinkedIn lists single image, carousel, video, event, message, document and conversation ads for Lead Gen Forms. See which asset Sume can produce for each.
A Lead Gen Form can attach to seven ad formats, according to LinkedIn's Lead Gen Form specifications: single image, carousel image, video, event, message, document and conversation ads. Sume's Image API and Video API can produce the pictures and clips behind the image, carousel, video and event formats. Message, document and conversation ads are mostly copy or file work that these pages do not describe, so this post does not claim a Sume route for them.
Format by format
The right-hand column names the Sume route that makes a creative asset. It is not a statement that Sume publishes the ad; you still build the ad and the form in Campaign Manager.
| LinkedIn ad format | Lead Gen Form | Sume route for the asset |
|---|---|---|
| Single image | Yes | POST /v1/images |
| Carousel image | Yes | POST /v1/images with n and one aspect_ratio per call |
| Video | Yes | POST /v1/videos; check supported_aspect_ratios per model |
| Event | Yes | POST /v1/images for the cover image |
| Message | Yes | Not covered here |
| Document | Yes | Not covered here |
| Conversation | Yes | Not covered here |
Video carries the strictest file rules
If the form rides on a video ad, the clip must pass LinkedIn's video ad specifications: MP4, 75 KB to 500 MB, and 3 seconds to 30 minutes. LinkedIn lists four ratios there (16:9, 1:1, 4:5 and 9:16), each with its own minimum and maximum pixel size. Sume models list their own ratios in supported_aspect_ratios on GET /v1/videos/models, so pick a model whose list includes the LinkedIn ratio you want.
A quick plan
Decide the format first, because the form is identical across them and only the creative changes.
- Image or carousel: one
aspect_ratiofor every card, so make them in one call. - Video: pick the ratio, then the model whose list includes it.
- Keep one offer line across the ad and the form so the click matches the promise.
Sources
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