Facebook

Ad Essentials
Carousel
Image Ads
Messenger
Video Ads

Ad Essentials

Text: Tell people a bit more about your URL. Make sure to clearly explain what you’re promoting.
Image: The images you choose have a big impact on how people respond to your ads, particularly in News Feeds
Headline: A good headline grabs people’s attention, but also tells them what the ad is about
News Feed link description: Tell customers where they’re clicking to and what to expect once they get there. Character limits are a suggestion, but Facebook does not strictly enforce.
Call to action: Include a call-to-action button, like Shop Now or Sign Up to tell people what you’d like them to do. This is optional but recommended. Available CTAs include: Subscribe, Watch More, Listen Now, Apply Now, Donate Now, Download, Get Offer, Learn More, Send Message, Request Time, Book Now, Contact Us, Use App, Shop Now, Sign Up, and Watch Video.

Carousel Ads

The carousel format allows you to showcase up to ten images or videos within a single ad, each with its own link. With more creative space within an ad, you can highlight different products or tell a story about your brand.

Mobile Web

Mobile App

Desktop

*Images or video that consist of more than 20% text may experience reduced delivery.

Image Guidelines

Required Images	Minimum Width & Height	Cards	Ratio	Max Size	Image Formats
3-4	At least 1080 x 1080 pixels	Minimum 2 and max of 10	1:1	30MB	JPG or PNG

Video Guidelines

Resolution	Cards	Video Formats	Max Video Size	Video Length
At least 1080 x 1080 pixels	Minimum 2 and max of 10	MP4, MOV, or GIF	4GB	240 minutes

Character Limits

Text Character Limits	Headline Character Limits	Link Description Character Limit
125	40	20

Image Ads

A photo ad on Facebook is a great way to increase awareness of who you are and what you do. A photo ad gives you a clean, simple format to use with captivating imagery and intriguing copy.

Mobile Web

Mobile App

Desktop

* Images that consist of more than 20% text may experience reduced delivery.

Image Guidelines

Dimensions	Aspect Ratio	Image Formats
At least 1080 x 1080 pixels	1.91:1 to 1:1	JPG or PNG

Character Limits

Text Character Limits	Headline Character Limits	Link Description Character Limit
125	25	30

Messenger Ads

Your ad will be shown within the Messenger app home screen.

Mobile App

* Images that consist of more than 20% text may experience reduced delivery.

Character Limits

Text Character Limits	Headline Character Limits
125	25

Image Guidelines

Dimensions	Minimum Width & Height	Aspect Ratio	Aspect Ratio Tolerance	Image Formats
Highest resolution image available that meets ratio requirements. At least 1200×628.	254×133	9:16 to 16:19, Images cropped to 1.91:1 with link	1%	JPG & PNG

Stories Ad

These full screen vertical ads appear between Facebook user Stories. Photo stories are visible for 5 seconds or until the user swipes out of the story.

Mobile Web

Mobile App

Desktop

* Images or video with more than 20% text may experience reduced delivery.

Image Guidelines

Ratio	Aspect Ratio Tolerance	Width & Height
6:16 to 1.91:1	1%	500×500 to 1080×1920

Video Ads

Draw people into your story with immersive and captivating in-feed video ads. This tactic increases engagement and brand recognition.

Mobile Web

Mobile App

Desktop

Video Guidelines

Dimensions	Aspect Ratio	Video Formats	Max File Size	Video Length Max
600×315 (1.9:1 landscape) or 600×600 (square)	9:16 to 16:9 (Horizontal: 16:9, Square 1:1, Vertical 4:5 or 2:3 and Full Portrait: 9.16)	MP4 & MOV	4GB	240 minutes