Facebook Ad Sizes & Specs: The Only Guide You Need

The Facebook feed is where most of your budget goes. And the specs matter more than you think. A cropped image or blurry video kills conversions.

Image ads: 1080x1080px (1:1 square) is the safest bet. It works across feed, marketplace, and right column. For maximum screen real estate on mobile, use 1080x1350px (4:5 ratio). This takes up more of the screen and gets more attention.

File size: under 30MB. Format: JPG or PNG.

Video ads: 1080x1080 (1:1) or 1080x1350 (4:5). Keep videos under 240 minutes but aim for 15-60 seconds. File size: up to 4GB. Format: MP4 or MOV.

The 4:5 ratio is the cheat code. It takes up 20% more screen space than a square. That is 20% more attention for free.

Stories and Reels are full-screen vertical placements. If you are not running vertical creative, you are leaving money on the table.

Image and video: 1080x1920px (9:16 ratio). This fills the entire phone screen.

Keep the safe zone in mind. Do not put text in the top 14% or bottom 20% of the frame. That is where the profile name and CTA button sit.

Video length for Stories: up to 120 seconds but the sweet spot is 5-15 seconds.
For Reels: 15-30 seconds performs best.

File size: same as feed. Under 30MB for images, 4GB for video. Always check your text placement before publishing. Nothing kills an ad faster than a CTA button covering your headline.

Carousel ads let you show 2-10 cards, each with its own image or video. They are killer for showcasing multiple products or telling a story.

Each card: 1080x1080px (1:1 ratio). All cards must be the same aspect ratio.

Image file size: 30MB max per card. Video: 4GB per card, up to 240 minutes.

Headline: 40 characters max (gets cut off after that).
Description: 20 characters on mobile.

The first card is everything. If it does not hook, nobody swipes. Put your strongest visual and best offer on card one. Use the remaining cards to build the story or showcase more products.

Facebook lets you write a novel in the primary text field but nobody reads it all.

Primary text: 125 characters before the "See More" truncation on mobile. This is your hook. Make every character count.

Headline: 40 characters max before truncation.
Link description: 30 characters.

These limits are not hard rules. They are guidelines for maximum visibility. You can write 2,000 characters of primary text if you want. But those first 125 characters must do the heavy lifting.

Test short copy (2-3 lines) vs long copy (5-10 lines) to see what works for your audience. There is no universal winner. Let the data decide.

Right column ads are desktop-only and cheap. Image: 1080x1080px minimum. These appear small so use bold, simple visuals. No fine text. No complex images.

Marketplace ads follow feed specs (1080x1080 or 1080x1350). They perform surprisingly well for ecommerce products because people are already in shopping mode.

Audience Network placements use 1080x1080. Keep in mind these show on third-party apps so quality can vary. Most seasoned buyers keep Audience Network off unless they are doing retargeting.

The bottom line: master feed and Stories specs first. Those two placements handle 90% of your spend.

Here is what the pros do.

They create one master file at 1080x1350 (4:5) for feed and one at 1080x1920 (9:16) for Stories and Reels. That covers 90% of placements.

Always export at 2x resolution if possible. Facebook compresses everything. Starting with higher quality means your final ad looks sharper.

Use the "Asset Customization" feature in Ads Manager to upload different creatives for different placements. Never let Facebook auto-crop your content.

A square ad stretched into a Story looks amateur and kills trust instantly. Take the extra 5 minutes to make placement-specific creative. Your CPA will thank you.