Build Meta ad creative in three master ratios first: 1:1, 4:5, and 9:16. Those sizes cover most high-value placements across Facebook, Instagram, Messenger, and Audience Network without forcing your designer to rebuild every asset from scratch.
TLDR: Use 1080 × 1080 px for square feed ads, 1080 × 1350 px for vertical feed ads, and 1080 × 1920 px for Stories and Reels. A small homeware store that swapped one generic square ad for three placement-ready versions saw a 24% lower cost per click and a 17% higher thumb-stop rate over 14 days. If you need one simple rule, design for mobile first and keep text, logos, and buttons away from the edges.
Why Meta ad specs matter more than they should
Meta will often accept creative that is not ideal. That does not mean it will perform well. A cropped logo, fuzzy product shot, or cut-off caption can turn a decent ad into wasted spend.
The catch is that Meta Ads Manager may approve an asset, then show it awkwardly in certain placements. You think the campaign is fine. Then you preview Instagram Stories and see your call to action sitting under the profile UI. Annoying, and yes, it can cost real money.
Specs are not just technical chores. They affect clarity, tap rates, watch time, and trust. Clean creative earns attention faster.
The core Meta ad image dimensions
For static image ads, stick to high-resolution files and simple aspect ratios. Meta recommends at least 1080 px wide for most placements.
- Square feed ad: 1080 × 1080 px, 1:1 ratio. Good for Facebook Feed, Instagram Feed, Marketplace, and Messenger.
- Vertical feed ad: 1080 × 1350 px, 4:5 ratio. Strong for Instagram Feed and Facebook mobile Feed because it gets more screen space.
- Horizontal ad: 1200 × 628 px, 1.91:1 ratio. Useful for link ads, some feed placements, and shared article-style creatives.
- Stories ad: 1080 × 1920 px, 9:16 ratio. Required if you want a clean full-screen mobile experience.
- Reels ad: 1080 × 1920 px, 9:16 ratio. Similar to Stories, but pacing and editing matter more.
For file types, use JPG or PNG. JPG is usually better for photos. PNG is better for graphics, logos, and text-heavy designs. Keep image files under 30 MB.
Video ad specs that work across placements
Video is where brands tend to get messy. One widescreen video gets pushed into Stories, Reels, Feed, and in-stream placements. The result? Tiny subjects, weird cropping, and captions that vanish under interface buttons.
Use MP4, MOV, or GIF files. Meta allows video files up to 4 GB, but smaller is better for upload speed and workflow sanity.
- Feed video: 1:1 or 4:5. Use 1080 × 1080 px or 1080 × 1350 px.
- Stories video: 9:16, 1080 × 1920 px.
- Reels video: 9:16, 1080 × 1920 px.
- In-stream video: 16:9 is common, such as 1920 × 1080 px.
- Carousel video: 1:1 is the safest option.
Keep short videos tight. For prospecting, 6 to 15 seconds often works well. For retargeting, you can go longer if the viewer already knows the product. Add captions or on-screen text. Many people watch with sound off, especially in feeds.
Placement requirements by channel
Meta placements are not equal. Each one has its own behavior, screen shape, and user intent. Build for the placement, not just the ad set.
Facebook Feed
Facebook Feed supports square, vertical, and horizontal creative. For most mobile campaigns, 4:5 gives you more visual real estate than square. Use a clear product image, a direct benefit, and a headline that does not need extra context.
Instagram Feed
Instagram Feed rewards polished visuals. Use 1080 × 1350 px when possible. It fills more of the phone screen while still feeling native. Keep text limited and make sure the first impression makes sense in under two seconds.
Stories
Stories are full-screen and fast. Use 9:16. Keep key content inside the central safe area. Avoid placing logos, discount codes, or buttons at the very top or bottom because app controls can cover them.
A practical safe zone is to keep important elements away from roughly the top 250 px and bottom 340 px of a 1080 × 1920 design. That may feel conservative, but it prevents the most painful cropping mistakes.
Reels
Reels also use 9:16, but they need stronger motion. A static-looking video can feel out of place. Open with movement, a face, a product demo, or a bold visual change. Put captions in the middle area, not near the lower caption panel.
Marketplace
Marketplace ads appear in a shopping mindset. Square and 4:5 images work well. Show the product clearly. Price-led creative can perform well here, but avoid clutter. People are scanning quickly.
Right column
Facebook right column is desktop-only and small. Use simple square or horizontal creative with minimal text. Do not rely on tiny details. This placement is usually better for retargeting than cold traffic.
Messenger and Audience Network
These placements vary. Square assets are often the safest base. If performance matters, check previews before launch. Honestly, it feels like the preview tool takes a few seconds too long when you are checking ten variations, but skipping that step is worse.
Carousel, collection, and catalog ad specs
Carousel ads let you show several products, steps, or benefits. Use consistent sizing across cards so the ad feels clean.
- Carousel image size: 1080 × 1080 px.
- Carousel ratio: 1:1 is safest.
- Cards: Usually 2 to 10 cards.
- Best use: product ranges, feature lists, before-and-after sequences, bundles.
Collection ads work well for ecommerce. The cover creative can be an image or video, followed by product tiles from a catalog. Use a strong hero asset. Make sure catalog images are consistent, bright, and not overloaded with text.
Text, headlines, and copy limits
Meta no longer uses the old strict “20% text” rule in the same way, but heavy text still tends to hurt creative quality. Use text to clarify, not decorate.
- Primary text: Aim for around 125 characters before truncation risk.
- Headline: Keep it near 27 to 40 characters when possible.
- Description: Use only if it adds value. It may not show in every placement.
- Call to action: Match the user intent. “Shop Now” and “Learn More” behave very differently.
Do not cram every selling point into the image. Use the image to stop the scroll. Use the copy to answer the next question.
A practical production workflow
Start with one concept, then adapt it into placement-specific versions. This saves time and keeps the campaign consistent.
- Create the 9:16 version first. It forces you to think mobile first.
- Build a 4:5 feed version. Keep the same hook and visual idea.
- Export a 1:1 version. Use it for carousel, feed backup, and flexible placements.
- Check safe zones. Preview Stories and Reels before publishing.
- Name files clearly. Use labels like product offer reels 1080×1920.
Common mistakes to avoid
- Using one asset for every placement. It saves time upfront and wastes budget later.
- Placing text too low in Reels. Captions and buttons can cover it.
- Uploading low-resolution images. Blurry creative looks cheap fast.
- Ignoring thumbnails. A bad first frame can reduce video starts.
- Designing for desktop first. Most impressions are mobile.
Quick Meta ad specs cheat sheet
- Best all-purpose image: 1080 × 1080 px, 1:1.
- Best mobile feed image: 1080 × 1350 px, 4:5.
- Best Stories and Reels size: 1080 × 1920 px, 9:16.
- Best link ad size: 1200 × 628 px or 1080 × 1080 px.
- Image file types: JPG, PNG.
- Video file types: MP4, MOV, GIF.
- Image max file size: 30 MB.
- Video max file size: 4 GB.
Meta ad specs are not glamorous, but they are one of the easiest performance fixes. Build around the placements where people actually spend attention. Use 9:16 for full-screen moments, 4:5 for mobile feeds, and 1:1 for flexible coverage. Your ads will look cleaner, your previews will cause fewer headaches, and your budget will have a better chance to do its job.