For 2025, the optimal Facebook Ad Size is a 1080 x 1080 pixels image or video with a 1:1 aspect ratio for feed placements, and 1080 x 1920 pixels with a 9:16 aspect ratio for full-screen vertical placements like Facebook Stories and Reels. Adhering to these dimensions ensures your ad is displayed with the highest quality and is automatically optimized for the majority of placements across Meta’s network, including Instagram. Sticking to these key specifications is the first step toward creating high-performing, visually compelling advertising campaigns.
Complete Facebook Ad Specs Guide for 2025
| Ad Placement | Recommended Dimensions (Pixels) | Aspect Ratio | Recommended Video Format & Length | Key Text Limits |
| Facebook Feed | 1080 x 1080 (Image & Video) | 1:1 (recommended), 4:5 | MP4, MOV. Max 240 mins. | Primary Text: 125 chars, Headline: 27 chars |
| Facebook Stories | 1080 x 1920 | 9:16 | MP4, MOV. 1 sec to 2 mins. | Primary Text: 125 chars, Headline: 27 chars |
| Facebook Reels | 1080 x 1920 | 9:16 | MP4, MOV. 0.5 sec to 60 secs. | Primary Text: 72 chars, Headline: 27 chars |
| In-Stream Video | 1920 x 1080 (preferred) | 16:9 (or 1:1) | MP4, MOV. 5 secs to 10 mins. | Primary Text: 125 chars, Headline: 27 chars |
| Carousel Ads | 1080 x 1080 | 1:1 | 2-10 cards (image or video). Max video 240 mins. | Primary Text: 125 chars, Headline: 27 chars |
| Collection Ads | 1080 x 1080 (Cover Image/Video) | 1:1 | Cover media plus a minimum of 4 product images. | Primary Text: 125 chars, Headline: 40 chars |
| Search Results | 1080 x 1080 | 1:1 | Static images only. | Primary Text: 125 chars, Headline: 27 chars |
| Right Column | 1080 x 1080 | 1:1 (renders as 16:9) | Static images recommended. | Primary Text: 125 chars, Headline: 27 chars |
The Ultimate Guide to Facebook Ad Sizes and Specifications in 2025
In the highly competitive digital landscape of 2025, the success of a Facebook advertising campaign hinges on attention to detail. While compelling copy and strategic targeting are crucial, the technical specifications of your ad creative can make or break its performance. Using the wrong Facebook ad specs can lead to your message being distorted, your images awkwardly cropped, and your videos compressed into a pixelated mess. This guide provides a comprehensive breakdown of every Facebook ad size and creative requirement you need to know to ensure your campaigns are optimized for maximum impact and return on investment.
Why Adherence to Facebook Ad Specs is Non-Negotiable
Ignoring the official ad specifications is a costly mistake. Here’s why getting the dimensions and formats right is so important for your Facebook advertising efforts:
- Ensuring Maximum Visual Quality: Facebook’s algorithm processes and compresses every piece of media uploaded. Providing files with the recommended dimensions and resolution minimizes this compression, ensuring your ads look sharp and professional on every device.
- Optimizing for Every Placement: A single campaign can run across dozens of Meta ad placements, from the Facebook Feed and Stories to Reels and the Audience Network. A 1:1 square ad might look perfect in the feed but will have large empty borders in a vertical Story. Understanding the best aspect ratios for Facebook ads allows you to create assets that look native and engaging everywhere.
- Boosting Engagement and Performance: High-quality, properly formatted ads are more visually appealing and command more attention. This leads to higher click-through rates (CTR), better ad recall, and a lower cost-per-result. A blurry or poorly cropped ad looks unprofessional and can damage brand perception.
- Avoiding Ad Rejection and Delivery Issues: In some cases, uploading ad creatives that drastically fail to meet the required specifications can lead to ad rejection or limited delivery, wasting both time and money.
A Deep Dive into Key Facebook Ad Placements and Their Specs
Let’s break down the most critical ad placements in the Meta ecosystem and the specific creative requirements for each.
1. Facebook Feed Ads: The Cornerstone of Campaigns
The Feed is the original and still one of the most valuable placements. Users are in a content discovery mindset, making it ideal for a wide range of advertising objectives.
- Recommended Dimensions: 1080 x 1080 pixels
- Aspect Ratio: 1:1
- Why it works: The square 1:1 aspect ratio provides a large, balanced canvas that works exceptionally well on mobile devices without taking up the entire screen. It’s versatile and is also the required format for Facebook Carousel Ads. While you can use a 4:5 vertical ratio for slightly more screen real estate, 1:1 is the universal standard for reliability.
- Text Specs:
- Primary Text: 125 characters is the sweet spot before text gets truncated.
- Headline: 27 characters to avoid being cut off on most mobile screens.
- Description: 27 characters.
2. Facebook Stories & Reels Ads: Capturing Full-Screen Attention
These vertical, ephemeral placements are designed for immersive, full-screen experiences. Your ad must feel native to this environment to be effective.
- Recommended Dimensions: 1080 x 1920 pixels
- Aspect Ratio: 9:16
- Why it works: This is the standard vertical video format that fills the entire mobile screen. Using any other aspect ratio will result in unattractive black bars at the top and bottom, immediately signaling to the user that they are seeing a poorly optimized ad.
- Pro-Tip for Stories: Remember the “safe zone.” Leave approximately 14% (250 pixels) of space at the top and bottom of your creative free from logos, text, or key visuals, as these areas are often covered by the user interface.
- Video Requirements: For Facebook Reels ad specs, videos should be short, engaging, and have sound on, as this is the native experience. The hook in the first 1-2 seconds is everything.
3. Facebook In-Stream Video Ads: Reaching an Engaged Audience
These ads appear as short pre-roll, mid-roll, or post-roll interruptions in videos on Facebook Watch and in the feed.
- Recommended Dimensions: 1920 x 1080 pixels
- Aspect Ratio: 16:9
- Why it works: This is the standard horizontal video format, matching the aspect ratio of the content the user is already watching. This creates a less disruptive ad experience.
- Video Requirements: The Facebook video ad requirements for this placement are strict. Ads are typically 5-15 seconds long and must be designed to work with sound on, as the user is already in a sound-on video environment.
4. Facebook Carousel Ads: Showcasing Multiple Products or Features
Carousel ads are a highly interactive format that allows users to swipe through multiple “cards,” each with its own image, video, headline, and link.
- Recommended Dimensions: 1080 x 1080 pixels
- Aspect Ratio: 1:1
- Why it works: The 1:1 ratio is mandatory for all carousel cards to ensure a seamless and consistent swiping experience. This format is perfect for e-commerce brands showcasing a product line, SaaS companies explaining different features, or storytellers creating a sequential narrative.
- Specs: You can have between 2 and 10 cards per carousel ad.
5. Facebook Collection Ads: The Mobile Shopping Powerhouse
A collection ad is a mobile-only format that pairs a primary “hero” image or video with a set of four product images from a catalog. When tapped, it opens into an Instant Experience, a full-screen, fast-loading storefront on Facebook.
- Cover Media Dimensions: 1080 x 1080 pixels (1:1 ratio)
- Product Images: Pulled from your Facebook Catalog, these should also be 1:1.
- Why it works: This format is designed to reduce friction in the mobile shopping journey, moving a user from discovery to purchase without ever leaving the Facebook app. It’s a must-use format for any e-commerce business with a product catalog.
Universal Best Practices for All Facebook Ad Creatives
Beyond specific dimensions, follow these universal rules to elevate your ad performance:
- Keep Text on Images Minimal: Adhere to the “20% text” rule as a best practice. While Facebook no longer rejects ads for having too much text, its delivery system may penalize them, leading to lower reach.
- Design for Sound-Off Viewing: For feed placements, the vast majority of users watch videos with the sound off. Your video must be able to convey its message visually, using bold text overlays, captions, and strong branding.
- Prioritize Mobile-First Design: Over 98% of Facebook users access the platform via a mobile device. Always design and review your ads on a mobile screen first to ensure they are legible and impactful on a smaller display.
By mastering these essential Facebook ad size and specs for 2025, you are equipping your campaigns with the technical foundation needed to succeed. This allows your creative message and strategic targeting to shine, ultimately driving better results and a stronger return on your advertising spend.
