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Facebook for Business

Facebook Ads Guide

Get the creative specs and technical requirements for ads on the Facebook family of apps and services.

What is the Facebook Ads Guide?

To ensure your ad looks as engaging as possible and to avoid design issues, this guide outlines the requirements for advertisements in each format and placement. Please refer to it for specs such as dimensions, file sizes and character limits.

The Facebook family supports multiple advertising types across Facebook, Instagram, Audience Network and Messenger. Each ad has two components: The format (what it looks like) and the placement (where it will be displayed).

Ad Formats

Below, we provide a quick overview of ad formats and destinations.

Take a deeper dive on ad formats

Facebook Video Ads Specs


Show off product features, and draw people in with sound and motion.

Facebook Image Ads Specs


Drive people to destination websites or apps through high-quality visuals.

Facebook Collection Ads Specs


Encourage shopping by displaying items from your product catalog—customized for each individual.

Facebook Carousel Ads Specs


Showcase up to ten images or videos within a single ad, each with its own link.

Facebook Instant Experience

Instant Experience

Instant Experience, formerly called Canvas, provides a full-screen, mobile-optimized experience instantly from your ad.

Learn more about creating lead forms

Lead Generation Ads

Lead ads on Facebook and Instagram help you collect info from people interested in your business. A lead ad is presented using an image, video, or carousel, and followed by a lead form when the user engages with the ad.

Learn more about creating offer ads


Offers are discounts you can share with your customers on Facebook. You can design your offer ad to appear as a image, video, or carousel.

Learn more about creating Page post engagement ads

Post Engagement

Most Page posts on Facebook can be boosted to deliver more likes, comments, shares, and photo views.

Learn more about creating event response ads

Event Responses

Event response ads can be used to promote awareness of your event and drive responses. You can design your event ad to appear as an image or video.

Learn more about creating Page likes ads

Page Likes

Page likes ads can be used to drive users to like your page. You can design your Page likes ad with a video or an image masked to a ratio of 1.91:1.

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