Facebook Ad Specs & Sizes in 2024: The Ultimate Guide

As a marketer, you know that crafting compelling Facebook ads is both an art and a science. And while much of the art depends on your team‘s creativity and strategic chops, the science comes down to understanding the technical requirements and specifications for various ad placements.

After all, even the most brilliant ad campaign can fall flat if your images are pixelated, your videos are cut off, or your copy is truncated. That‘s why staying up to date on the latest Facebook ad specs is essential for ensuring your ads look their best and perform well across devices.

In this comprehensive guide, we‘ll dive into everything you need to know about Facebook ad sizes, dimensions, and requirements for each placement and format. Plus, we‘ll share some expert tips and best practices for creating ad visuals and copy that drive results. Let‘s get started!

Facebook Feed Ad Specs

Facebook Feed ads are the most common and versatile ad placement, appearing in users‘ News Feeds on both desktop and mobile. To ensure your Feed ads look sharp and engage users, follow these specs:

Ad Component Specification
Image size 1200 x 628 pixels
Image ratio 1.91:1
Image file type JPG or PNG
Video size 1280 x 720 pixels (minimum width 600 pixels)
Video ratio 16:9 to 9:16
Video file type MP4, MOV, or GIF
Video length 1 second to 241 minutes
Text 125 characters (includes link description)
Headline 40 characters
Link description 30 characters

Best Practices for Facebook Feed Ads

  • Keep it visual. In a crowded News Feed, eye-catching images and videos are essential for standing out. Aim for high-quality, colorful visuals that showcase your product or service in action.

  • Highlight your value prop. Use your ad copy to clearly communicate what makes your offering unique and valuable to the user. Avoid generic statements and focus on specific benefits.

  • Drive action. Include a clear, compelling call-to-action (CTA) that tells users what to do next, such as "Shop Now" or "Learn More." Make sure your CTA aligns with your ad‘s objective and directs to a relevant post-click landing page.

  • Optimize for mobile. With 88% of Facebook users accessing the platform via mobile, it‘s crucial that your ads look great on smaller screens. Keep text minimal, use large fonts, and ensure images are high-resolution.

Facebook Stories Ad Specs

Placed in users‘ Stories feeds on mobile, Stories ads are an immersive, full-screen format that allow you to share images or videos up to 15 seconds long. These are the key specs to follow:

Ad Component Specification
Image size 1080 x 1920 pixels
Image ratio 9:16
Video size 1080 x 1920 pixels
Video ratio 9:16
Video length Up to 15 seconds
Text Text only displays in the first 2 seconds. 1-2 lines recommended.

Best Practices for Facebook Stories Ads

  • Think vertical. Stories are designed for full-screen, vertical viewing on mobile devices. Optimize your creative for this unique format by ensuring images and videos fit the 9:16 aspect ratio.

  • Hook viewers quickly. You have just a few seconds to capture attention before users move on to the next Story. Open with a bold, eye-catching visual or an intriguing headline to pique interest.

  • Keep text minimal. Too much text can distract from your visuals and deter users from engaging. Aim for just a short line or two of copy to convey your key message.

  • Experiment with AR and interactivity. Facebook Stories ads can incorporate augmented reality filters and interactive elements like polls and swipe-up actions. Use these features to create memorable, engaging experiences.

Facebook Carousel Ad Specs

Carousel ads allow you to showcase up to 10 images or videos within a single ad, which users can swipe through on mobile or click through on desktop. They‘re great for highlighting product features, telling a brand story, or sharing multiple offerings. Follow these specs to create effective Carousel ads:

Ad Component Specification
Number of cards 2-10
Image size 1080 x 1080 pixels
Image ratio 1:1
Video size 1080 x 1080 pixels
Video ratio 1:1
Video length Up to 240 minutes
Text 125 characters
Headline 40 characters
Link description 20 characters

Best Practices for Facebook Carousel Ads

  • Tell a cohesive story. Use the carousel format to take users on a journey, with each card building on the last. This could showcase multiple product angles, highlight different features or benefits, or even illustrate a step-by-step process.

  • Make the first card count. Users will see your first carousel card before swiping or clicking through to view more. Make sure it features an eye-catching image and a strong headline to encourage engagement.

  • Customize card headlines. You can add unique headlines to each carousel card in addition to the main ad headline. Use this space to call out specific USPs, product names, or CTA variations.

  • Optimize for mobile. On mobile, carousel cards display full-width in a user‘s feed as they scroll, making them prime real estate. Ensure images are clear and text is legible at this larger size.

Facebook Collection Ad Specs

Facebook Collection ads seamlessly combine video and product images for an immersive, mobile-first shopping experience. Clicking on the ad opens an Instant Experience where users can explore more products and content without leaving Facebook. Here‘s what you need to know to create effective Collection ads:

Ad Component Specification
Image size 1200 x 628 pixels
Image ratio 1.91:1
Video size 1200 x 628 pixels
Video ratio 1.91:1
Video length Up to 120 minutes
Text 125 characters
Headline 40 characters

Best Practices for Facebook Collection Ads

  • Lead with video. The video in your Collection ad is the main attraction, so make sure it‘s engaging, high-quality, and showcases your products in the best light. Keep it short and sweet – around 15 seconds is ideal.

  • Curate your product set. Choose 4-8 products that complement your video creative and align with your ad‘s goal. Make sure images are clear and consistent in style.

  • Optimize for the Instant Experience. When a user clicks your ad, they‘ll be taken to a full-screen Instant Experience to browse more products. Ensure this destination is easy to navigate and includes compelling CTAs to drive purchases or other desired actions.

Creating Facebook Ad Images

Now that you know the specs for various Facebook ad formats, it‘s time to dive into best practices for crafting compelling creative. While the right specs will ensure your ads look polished, it‘s the visual elements that will stop thumbs and drive results. Here are some key tips:

  1. Prioritize quality. Blurry, pixelated images reflect poorly on your brand. Always use high-resolution, professional-quality photos and graphics.

  2. Embrace simplicity. In a busy News Feed, simple, uncluttered images tend to perform best. Avoid cramming too many elements into a single ad. Instead, focus on one main visual with a clear focal point.

  3. Use contrasting colors. Bold, contrasting colors can help your ad stand out and draw the eye. Avoid overly muted or monochromatic color schemes.

  4. Incorporate your branding. While Facebook ads should look organic to the platform, it‘s still important to incorporate brand elements like your logo, colors, and visual style. This helps build recognition and trust over time.

  5. Follow the 20% text rule. To ensure optimal delivery, Facebook recommends that ad images contain no more than 20% text. Use the Facebook Text Overlay Tool to check if your images comply.

Of course, creating effective Facebook ad visuals is often easier said than done, especially if you don‘t have an in-house design team. Fortunately, there are plenty of tools and resources available to help you craft professional-looking images and videos, even if you‘re not a designer. Some top options include:

  • Canva: This user-friendly graphic design tool offers customizable templates for every type of Facebook ad. Simply choose a template, add your own images and text, and export in the optimal size and format.

  • Adobe Spark: Another great option for creating eye-catching Facebook ad visuals, Adobe Spark offers a library of professional templates, images, and design assets. You can easily resize ads for different placements and add animation effects.

  • Crello: With a massive library of customizable templates and a simple drag-and-drop interface, Crello makes it easy to create Facebook ads in minutes. You can collaborate with team members, upload your own assets, and export designs in multiple formats.

By taking advantage of these tools and following creative best practices, you can craft Facebook ad images and videos that engage your target audience and drive meaningful business results.

Writing Effective Facebook Ad Copy

Of course, visuals are just one piece of the Facebook ad puzzle. To truly engage users and inspire action, you also need compelling ad copy that communicates your value proposition and aligns with your marketing goals. Here are some tips for writing Facebook ad copy that converts:

  1. Know your audience. The most effective ad copy speaks directly to the needs, desires, and pain points of your target audience. Before crafting your message, take time to research your ideal customer and create buyer personas.

  2. Highlight benefits, not just features. Rather than simply listing product specs, focus on how your offering will improve the user‘s life. What problems does it solve? What desires does it fulfill? Use benefit-driven language to make an emotional connection.

  3. Keep it concise. Facebook ad copy should be punchy and to-the-point. Avoid lengthy paragraphs and aim for short, snappy sentences that get your message across quickly.

  4. Use strong CTAs. Your ad copy should always include a clear call-to-action that tells users exactly what to do next. Use action-oriented language like "Shop Now," "Sign Up," or "Learn More" to drive clicks and conversions.

  5. Test multiple variations. The beauty of Facebook ads is the ability to test and optimize your copy over time. Create multiple ad variations with different headlines, body text, and CTAs to see what resonates best with your audience.

By pairing strong visuals with persuasive, benefit-driven copy, you can create Facebook ads that not only look great but also drive meaningful business results. Just remember to continually test, iterate, and optimize based on performance data to ensure your campaigns are always improving.

The Future of Facebook Ads

As Facebook continues to evolve and user behavior shifts, it‘s likely that ad specs and best practices will change as well. Staying ahead of the curve requires continually adapting your strategy based on new features, formats, and trends. Here are a few predictions for how Facebook ads may evolve in the coming years:

  • Increased emphasis on video. As video content becomes increasingly popular on social media, expect to see even more video-centric ad formats and placement options. This could include things like in-stream ads, Stories ads, and even AR/VR experiences.

  • More interactive formats. Facebook has already experimented with interactive ad features like polls, quizzes, and playable games. Expect to see more of these engaging formats that encourage users to actively participate rather than passively consume.

  • Greater personalization. With advances in AI and machine learning, Facebook will likely offer even more tools for personalizing ad content based on user data and behavior. This could include dynamic creative optimization, advanced audience targeting, and predictive analytics.

  • Emphasis on mobile-first design. As mobile usage continues to dominate, Facebook will likely prioritize ad formats and specs that are optimized for smaller screens. This could mean more vertical video, full-screen experiences, and mobile-friendly creative.

By staying on top of these trends and continually experimenting with new ad formats and strategies, you can future-proof your Facebook advertising efforts and stay ahead of the competition.


Crafting effective Facebook ads is both an art and a science. While creativity and strategic thinking are essential for developing compelling concepts, the technical specs and requirements for each ad placement are equally important for ensuring your ads look polished and perform well.

By following the ad specs and best practices outlined in this guide, you can create Facebook ads that grab attention, communicate your message effectively, and ultimately drive meaningful business results. Just remember to continually test, iterate, and optimize your campaigns based on performance data to ensure you‘re getting the most out of your ad spend.

As the world of Facebook advertising continues to evolve, staying ahead of the curve will require adapting your strategy based on new features, formats, and trends. But by staying up-to-date on best practices and continually experimenting with new approaches, you can future-proof your campaigns and achieve long-term success on the platform.