The recommended size of a Facebook Feed ad is 1080 x 1080 pixels. If you’re sharing a URL, the image specs will be 1200 x 628 pixels. The size of a Facebook Story is 1080 x 1920 pixels.

However, there is more to know about Facebook ad specs and size. For example, how to design your Facebook ads to get more clicks? Or what Facebook ad sizes to create for maximum success?

Looking for Instagram ad specs? Read about Instagram ad dimensions in 2020.

facebook ad size and specs in 2020

Facebook ad size and dimensions in 2020

Also, when advertising on Facebook, you’ll have an option to use more than one ad type.

In fact, there are currently ten different Facebook ad formats (not counting Instagram ads), each perfect for some kind of marketing campaign. It is super helpful to know about all the seven ad layouts and when to use them.

In this guide, we’ll touch upon the following questions:

  • What’s the right Facebook ad size?
  • What’s the best Facebook feed post size?
  • What are all the different Facebook ad types?
  • What are all the Facebook ad specs?
  • What are some of the best examples of Facebook ads?
  • How and when to use particular ad types?

Let’s begin with the basics: the dimensions for Facebook feed posts and news feed ads. And then move on to more advanced Facebook banner sizes.

But first, a question that 90% of the articles listing down the ad sizes do not cover: How to select the right ad types and sizes when creating your Facebook campaigns?

How to select the correct Facebook ad type and size?

If you’re just getting started with Facebook advertising, you’re likely to need some help with picking the correct ad dimensions.

After all, there are MANY possible placements…

Placements available in Facebook Ads Manager

Placements available in Facebook Ads Manager

After seeing such a wide variety of options, it is easy to get confused…

GIF on confusion

All the ad options can get confusing – Image source

Also, back in 2018, the go-to Facebook ad size used to be 1200 x 628 pixels. Now, you can publish Facebook posts that 1080 x 1080 pixels wide. This means a lot more real estate in the news feed.

For example, compare these two ads:

Facebook ad size comparison

The 1080 x 1080px ad looks much larger

However, some Facebook placements still use the 1200 x 628 pixel layout (for example right-hand column ads).

When creating a new Facebook ad campaign, we recommend using Automatic Placements for maximum reach.

This means that you will need to create ads in at least 3 formats:

  • 1200 x 628 pixels for Facebook Audience network
  • 1080 x 1080 pixels for Facebook and Instagram news feeds
  • 1080 x 1920 pixels for Facebook and Instagram Stories
Facebook automatic placements

Use the Automatic Placements to scale your campaigns’ reach

You can upload the images with different dimensions under a single ad by selecting “Select a placement to customize” when editing your Facebook ads.

Below is an example of the static image ad types we use in a MeetFrank ad campaign. We used the three banner sizes listed above.

Facebook ad placement sizes

Upload 3 Facebook banner formats for a higher reach

What happens if you do not upload some of the special ad sizes?

If you don’t have time or resources to create custom image sizes for Instagram ads, you can also use the 1:1 format ads and Facebook will automatically adjust your creative for the Story placements.

Not adding a custom ad image for the Stories placement can result in slightly less good-looking ads. But you can still run them and get ok results.

Here’s the difference:

Facebook ad image examples

The custom ad on the left looks better

To sum this up, you can follow these three best practices:

  • Use as many Facebook ad placements as possible for maximum reach.
  • Upload custom image and video sizes for all the placements you’d like to use.
  • If you don’t have time to create all image sizes, just go with the 1080 xs 1080px ad size.

When publishing Facebook posts, you can also use images 1080 xs 1080 pixels wide.

Alright… Let’s now take a look at the Facebook ad specs for all the available ad types, so that you can create high-performance ad creatives.

Facebook News Feed ads

The most popular Facebook ad type is News Feed ads. These are the ads that you see when scrolling your Facebook news feed, both on desktop and mobile.

Facebook news feed ad size and specs

The Economist’s news feed ad example

Facebook News Feed ad specs:

  • Recommended image size: 1200 x 628 or 1080 x 1080 pixels
  • Minimum width and height: 600 pixels.
  • Recommended aspect ratio is between 9:16 to 16:9, crops to 1.91:1 with a link
  • Recommended image formats: JPG, PNG (PNG has higher quality)
  • Images with 20% or more text may get disapproved by Facebook

Feed ad text character limits:

  • Text length: max 125 characters
  • Headline length: max 25 characters
  • Link description length: max 30 characters

Facebook News Feed video ad specs:

  • Resolution: Upload the highest resolution video available that meets file size and ratio limits
  • Video file size: 4GB Max
  • Recommended video length: 15 – 30 seconds
  • Video length minimum: 1 second
  • Video length maximum: 240 Minutes
  • Video ratio: 9:16 to 16:9
  • Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
  • Recommended video formats: .MP4 and .MOV
  • Video captions: Optional but recommended
  • Video sound: Optional but recommended

Facebook Carousel ads

Compared to single-image ads, Facebook carousel ads provide a great opportunity to present more images and benefits inside a single ad.

This can mean higher ad engagement rates and, hopefully, also lower cost-per-click prices.

Facebook carousel ad specs

Facebook carousel ad example

You can add up to 10 images into one Facebook carousel ad. And all of the carousel ad images should be in 1:1 format and 1080 x 1080 pixels wide. Your Facebook carousel ads can also include videos instead of static images.

Facebook Carousel ad specs and size:

  • Recommended ratio 1:1
  • Image size: 1080 x 1080 pixels
  • Minimum width and height: 600 pixels (minimum 254 x 133 pixels for Messenger Home carousel ads)
  • Minimum cards per ad: 2 images
  • Maximum cars per ad: 10 images
  • Max image size: 30MB
  • Recommended image formats: JPG and PNG

Carousel ad character limits:

  • Text length: max 125 characters
  • Headline length: max 40 characters
  • Link description length: max 30 characters

Tip: You can ensure that your banner images do not include too much text with the Facebook Text Overlay tool.

Facebook carousel video ad specs:

  • Recommended resolution: minimum of 1080 x 1080 pixels
  • Recommended ratio 1:1
  • Minimum cards per ad: 2 images
  • Maximum cars per ad: 10 images
  • Maximum video file size. 4GB
  • Video length: 1 second to 240 minutes
  • Recommended video formats: .MP4 and .MOV
  • Video captions: Optional but recommended
  • Video sound: Optional but recommended

Facebook & Instagram Story ad specs

Instagram Stories placement is slightly overtaking the other Facebook ad placements, with an increasing number of users reacting to Story ads.

If you’re not yet using the Story placements in your Facebook and Instagram ad campaigns, you should: You will get much higher reach and scale the results at a lower cost.

Facebook Story ad dimensions

Instagram Story ad example

Facebook and Instagram Story ads have the same dimensions and specs, so you can use the same creatives for both placements.

Facebook Story image ad specs:

  • Text: no extra text, all text must be part of the image file
  • Format: Full-screen vertical ad (9:16)
  • Recommended size: 1080 x 1920 pixels
  • Minimum resolution: 600 x 1067
  • File types: .JPG, PNG
  • Max. image size: 30MB
  • Photo content: visible for 5 seconds

Facebook Story video ad specs:

  • Media type: video
  • Recommended video duration: 15 seconds
  • Minimum length: 3 seconds
  • Maximum length: 60 seconds
  • Aspect Ratio: 1.9:1 (landscape)
  • For videos under 9:16: Colored gradient bars are rendered above and below
  • Video file size: 4GB max
  • Video Captions: Not available
  • Video Sound: Optional
  • Frame rate: 30fps max
  • File type: .mp4 container
  • Video: H.264 video compression, high profile preferred, square pixels, fixed frame rate, progressive scan
  • Audio: Stereo AAC audio compression, 128kbps + preferred

Read more about Stories ad dimensions in this guide by Facebook.

Facebook Right-hand Column ads

In addition to the main Facebook ad placements – news feed and stories – you can also upload the images in size 1200 x 628 pixels and have them visible in the right-hand column.

Facebook right column ad size

Example of a right-hand column ad

The Facebook right-hand column ads can bring you extra reach and clicks. And you can add them with very little extra effort.

Right column ad size and specs:

  • Recommended image size: 1200 x 628 pixels
  • Minimum width and height of 600 pixels
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended image formats: JPG and PNG

Right column ad character limits:

  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters

Facebook Audience Network ad specs

The Facebook Audience Network allows you to extend your Facebook and Instagram campaigns across the internet – and to have your ads shown on thousands of high-quality websites and apps.

Facebook Audience Network ad specs

Example of a Facebook Audience Network ad

In a Facebook ad campaign study, the conversion rates and results were 8x higher among people who saw ads across Facebook, Instagram and Audience Network than people who only saw the ads on Facebook.

So it usually makes sense to include the Audience Network placement in your ad campaigns. If possible, also add the video creatives into your ad campaigns as many Audience Network placements only show video ads.

Audience Network placement

A few reasons to use the Audience Network placement

Facebook Audience Network ad size and specs:

  • Recommended image size: 1200 x 628 pixels
  • Minimum width and height of 600 pixels
  • Recommended aspect ratio is between 9:16 to 16:9, but crops to 1.91:1 with link
  • Recommended image formats: JPG and PNG

Audience Network ad character limits:

  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters

Audience Network video ad specs:

  • Resolution: Upload the highest resolution video available that meets file size and ratio limits
  • Video file size: 4GB Max
  • Recommended video length: 15 – 30 seconds
  • Video length minimum: 1 second
  • Video length maximum: 240 Minutes
  • Video ratio: 9:16 to 16:9
  • Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
  • Recommended video formats: .MP4 and .MOV
  • Video captions: Optional but recommended
  • Video sound: Optional but recommended

Facebook Instant Article ad dimensions

Instant Articles is a mobile-optimized ad format that enables publishers to distribute fast-loading interactive articles to Facebook’s app.

The Instant Article placement will allow your Facebook ads to appear when people read these articles.

Facebook Instant Article ad dimensions

Example of a Facebook Instant Article ad

Instant article ad image specs:

  • Recommended image size: 1200 x 628 pixels
  • Image ratio: 9:16 to 16:9
  • Minimum width and height of 600 pixels
  • Recommended image formats: JPG and PNG

Instant article ad character limits:

  • Text: 30 characters
  • Headline: 25 characters

Instant article video ad specs:

  • Recommended to publish the highest resolution video possible
  • Recommended video length: 15-30 seconds
  • Recommended aspect ratio: 9:16 to 16:9
  • Recommended video formats: .MP4 and .MOV
  • Max video file size: 4GB

Facebook Marketplace ad creatives

Facebook Marketplace is a place on Facebook’s platform where users can buy and sell items. As they browse around, they will also spot some ads in the feed.

We wouldn’t recommend using Marketplace as the only placement in your ad campaign as the potential reach would be fairly low.

However, if you already have ad images in 1200 x 628 pixels ready for other placements (e..g for the Audience Network), you can also add the Marketplace placements for additional reach.

Facebook Marketplace ad size and specs

Facebook Marketplace ad example

Facebook Marketplace ad image guidelines and dimensions:

  • Recommended image size: 1200 x 628 pixels
  • Minimum width and height: 600 pixels
  • Recommended image formats: JPG and PNG

Marketplace ad character limits:

  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters

Facebook Marketplace video ad specs:

  • Resolution: Upload the highest resolution video available that meets file size and ratio limits
  • Video file size: 4GB Max
  • Recommended video length: 15-30 seconds
  • Video length minimum: 1 second
  • Video length maximum: 240 Minutes
  • Video ratio: 9:16 to 16:9
  • Minimum dimensions 600 x 315 (1.9:1 landscape) or 600 x 600 (square)
  • Recommended video formats: .MP4 and .MOV
  • Video captions: Optional but recommended
  • Video sound: Optional but recommended

Facebook Messenger ad specs

Facebook Messenger ads appear in-between the messages in the Facebook Messenger app. People will see these ads in the Chats tab.

At first, users will see a collapsed version of your ad, like the example below:

Facebook Messenger ad specs

Facebook Messenger ad example

If the viewer is interested in the offer, they can tap on it to expand the ad to find out more.

Expanded Facebook Messenger ad

Expanded Facebook Messenger ad

Learn more about Facebook Messenger ads in this guide by Facebook.

Facebook Messenger ad size and specs:

  • Format: single-image ad
  • Recommended image size for collapsed ad: 1080 x 1080 pixels
  • Recommended image size for expanded ad: 1200 x 628 pixels
  • Image formats: JPG and PNG

Facebook Messenger ad character limits:

  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters

Facebook Sponsored Message ad specs

The Sponsored Message ads allow advertisers to have direct conversations with their audience on Messenger.

There’s a Facebook Messenger policy that businesses cannot send messages to contacts after 24 hours of a user’s last contact. Unless they are sent as sponsored messages.

That’s exactly when the Sponsored Messages come into play: you can re-engage with people with whom you had conversations in Messenger by using these paid ads.

Facebook Sponsored Message ad specs

Example of Facebook Sponsored Message ads

Sponsored message ad image size:

  • Recommended image size: 1200 x 628 pixels
  • Image ratio: 9:16 to 16:9
  • Minimum width and height of 600 pixels
  • Recommended image formats: JPG and PNG

Sponsored message ad character limits:

  • Text: 30 characters
  • Headline: 25 characters

Quick recap

Although there seems to be an endless amount of different Facebook ad placements, specs, and dimensions, all the ads actually have similar requirements.

This means that you can already reach 90% or more of your potential audience by uploading static image ads in three sizes:

  • 1200 x 628 pixels for Facebook Audience network
  • 1080 x 1080 pixels for Facebook and Instagram news feeds
  • 1080 x 1920 pixels for Facebook and Instagram Stories

Also, follow these character limits to make sure that your Facebook ads fit into 90% of placements:

  • Text: 125 characters
  • Headline: 25 characters
  • Link description: 30 characters

Not that difficult, is it? Learn more about creating highly-converting Facebook ads in these articles:

162 Best Facebook Ad Examples from TOP Brands
16 Copywriting Tips for Facebook Ads and Social Media Posts
28 Facebook Advertising Hacks for Complete Success