Ad Creative Guidelines & Best Practices By Platform in 2025

Most marketers focus on targeting and budgets, but according to research by Meta, creatives are the biggest driver of ad performance. In this guide, we’ll cover essential ad creative guidelines for marketers, including one principle that works across every platform (hook viewers in the first three seconds).

You’ll also get practical tips for creating better ads on Meta, TikTok, YouTube, LinkedIn, and display networks in 2025.

In this article, we’ll cover: 

• Why ad creative guidelines matter
• Universal best practices
• Guidelines for top platforms

Let’s jump right into why these guidelines matter.

Why ad creative guidelines matter

Creative isn’t just an add-on — it’s the biggest driver of ad performance. Meta reports that creativity influences 56% of a campaign’s return on investment, making it more powerful than targeting or budget decisions. It’s what your audience actually sees, and it often decides whether they click, convert, or scroll past. 

Visuals are the number one influence on ad success across social platforms, and each platform rewards different formats, behaviors, and design styles. Following the right ad creative guidelines for different platforms helps your ads get better delivery, engage more viewers, and even lower your costs over time.

Universal ad creative best practices

No matter what platform you’re running ads on, a few creative principles stay the same. Here are the basics that consistently lead to better results:

• Brand presence in the first 3 seconds: Show your brand early to build recognition and avoid getting skipped over.
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• Clear call to action (CTA) placement: Make it easy for viewers to know what to do next, whether that’s clicking, signing up, or buying.
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• Consistent design across formats: Keep fonts, colors, and tone consistent between videos, images, and carousels, so your ads feel connected.
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• Mobile-first layouts: Design for vertical screens, big thumbs, and short attention spans, especially on social platforms.
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• Accessibility: Use strong contrast, easy-to-read fonts, and caption your videos so everyone can engage with your content.

How ad creative guidelines differ by platform

While good creative principles stay the same, each platform has its own preferences when it comes to format, tone, and design. Here's a quick overview of what works best across major channels:

Meta (Facebook and Instagram) creative guidelines

Meta’s platforms reward creative that grabs attention fast and feels natural in the feed. Ads that open strong, use mobile-first formats, and quickly deliver their message tend to perform better across both Facebook and Instagram. Here are a few guidelines to keep in mind:

• Hook early: Capture attention within the first 3 seconds. For example, open with a bold visual, a surprising statement, or a clear product benefit right away before users have a chance to scroll past.
  
  
• Use vertical or square formats: Stick to 9:16 (1080 × 1920 pixels) for Reels and Stories, and 1:1 (1080 × 1080 pixels) for Feed posts. Full-screen vertical video is now favored almost everywhere that mobile users scroll.
  
  
• Prioritize the CTA button: Choose CTA options like "Shop Now," "Learn More," or "Sign Up" and make sure they are easy to tap. Meta’s built-in buttons can be quite helpful as they draw the user’s eye and give them something to click on right away.
  
  
• Keep text light: Even though the old 20% text rule isn't enforced anymore, ads with less text still get better reach and engagement simply because they’re less cluttered and are easier on the eye. Focus on short headlines or captions and let the visuals tell most of the story.
  
  
• Focus on faces and motion: Creative featuring real people, expressive reactions, or simple motion like product demos tends to outperform static images. A video showing someone using your product naturally often beats a polished product shot.

YouTube creative best practices

YouTube users often decide within the first few seconds whether to skip an ad or keep watching.
Following the right YouTube creative best practices, like strong early branding and clear storytelling, helps your ads drive more views, clicks, and conversions. Here’s what to keep in mind: 

• Hook before the skip: You have about 5 seconds before users can skip. Lead with a bold visual, powerful statement, or intriguing question to pull viewers in immediately.
  
  
• Brand early: Mention or show your brand within the first 5 seconds. Even if someone skips, early branding helps improve ad recall and overall impact.
  
  
• Use 16:9 format: Stick to 1920 × 1080 pixels (Full HD) to make sure your creative looks good across desktops, tablets, and TVs.
  
  
• Focus on visual storytelling: Even without sound, your ad should make sense. Use strong visuals, bold text overlays, or product demos to tell the story clearly.
  
  
• Keep ads tight and focused: Aim for 15–30 seconds for skippable ads. For non-skippable placements, make sure every second feels purposeful and drives toward a clear message.
  
  
• Use voice plus text: Combine spoken messaging with text on screen for better comprehension, especially for users who have sound off or are multitasking.
  
  
• End with a strong CTA: Don’t leave viewers guessing. Whether it’s "Learn More," "Subscribe," or "Shop Now," tell them exactly what the next step is (and show it on screen as well as saying it).

TikTok ad creative guidelines

TikTok ads need to feel just like regular TikToks: fast, relatable, and visually catchy. Following proven TikTok best practices helps your brand fit naturally into the feed and connect with viewers in a way that feels authentic, not forced. Here’s what to remember: 

• Hook in the first 3 seconds: Start with action, emotion, or a surprising visual. You have only a split second to stop the scroll, so don’t waste time with slow intros or logos.
  
  
• Use full-screen vertical video: Stick to a 9:16 aspect ratio (1080 × 1920 pixels) so your ad fills the mobile screen naturally, just like organic TikTok content.
  
  
• Keep it native: Ads that look and feel like user-generated content (UGC) usually perform better. Use casual filming styles, real people, and natural speech whenever possible.
  
  
• Add text overlays and captions: Many users watch TikToks with the sound off or low. Include short text on screen that highlights your key message and auto-captions for spoken content.
  
  
• Show the product or result fast: Highlight the product, service, or outcome within the first few seconds. For example, showing the "before" and "after" early can instantly grab attention.
  
  
• Leverage trending sounds and effects: When it fits your brand, tap into TikTok’s trending music, effects, or memes. Staying in sync with platform trends can boost your ad’s visibility and relatability.
  
  
• Keep ads short and punchy: 15–30 seconds is the sweet spot for most TikTok ads. Some top performers are even under 20 seconds and are short, strong, and direct.
  
  
• Use clear CTAs: Tell viewers exactly what you want them to do, like "Shop now," "Get yours today," or "See more." Put the CTA text on screen to make it even easier to follow.

LinkedIn creative best practices

LinkedIn ads work best when they match the professional mindset of the audience. Best practices include keeping visuals polished, messaging direct, and CTAs aligned with career-driven goals like learning, growth, or problem-solving. Here’s what you need to keep in mind: 

• Use horizontal formats: Stick to a 1.91:1 aspect ratio (1200 × 627 pixels is a safe size) for single image ads and sponsored content. This fits the LinkedIn feed naturally without cropping key elements, although the platform supports various aspect ratios.
  
  
• Lead with value: Successful LinkedIn ads highlight a clear benefit right away, like saving time, growing skills, or solving a business problem. Don’t wait until the second or third line to explain why someone should care.
  
  
• Keep headlines tight: Aim for around 25 words or fewer. Short, strong headlines that address a pain point or opportunity may get more curious minds to click.
  
  
• Match the professional tone: Polished design, clear typography, and a clean layout matter more on LinkedIn than casual or trendy styles. Think straightforward and trustworthy rather than flashy.
  
  
• Showcase logos and branding early: Include your brand logo or name early in the visual, but keep it subtle and professional, like in a corner or as part of a banner.
  
  
• Use strong, career-aligned CTAs: Phrases like "Download the report," "Get the guide," or "Join the webinar" perform better than casual CTAs like "Shop now." Tailor your CTA to the professional mindset.
  
  
• Test document ads or lead gen forms: LinkedIn offers ad types that let users download content (like whitepapers) or submit a lead form without leaving the platform. These formats may help you get higher engagement, especially when paired with strong creative.

Display ad creative guidelines (Google, AdRoll, etc.)

Display ads need to be simple, clear, and fast-loading to stand out across websites, apps, and placements. That means focusing on strong visuals, easy-to-read CTAs, and file sizes that don’t slow downloading times. Here are some helpful guidelines: 

• Use flexible formats: Design for multiple sizes, but prioritize standard ones like 300 × 250 pixels (medium rectangle), 728 × 90 pixels (leaderboard), and 160 × 600 pixels (wide skyscraper). Responsive ads adjust automatically, but fixed sizes are still valuable.
  
  
• Keep designs clean: Focus on one central message or offer. Too many images, colors, or CTAs can overwhelm users and lower performance.
  
  
• Prioritize readability: Use large fonts, high contrast between text and background, and minimal clutter. Assume your ad will be viewed on a small, busy screen.
  
  
• Make the CTA obvious: Button-style CTAs ("Shop Now," "Get Started," "Learn More") tend to perform better than text-only links. Make the CTA pop visually without being distracting.
  
  
• Optimize file sizes: Keep static images under 150KB and HTML5 assets lightweight. Fast-loading ads not only perform better, they’re required to even be accepted on some platforms like Google Display Network.
  
  
• Use simple animation carefully: If you’re using HTML5 animation, keep motion subtle and loops short. Overly flashy or distracting animations can look tacky, gaudy, or dated, and may also cause users to ignore your ad.
  
  
• Align landing pages: Make sure the messaging and visual style of your ad match what users see after clicking. Consistency builds trust and improves conversions.

Frequently asked questions

What are some ad creative best practices for 2025?

Ad creative best practices haven't changed in one crucial way: today, the basics still matter. Whether you're advertising on Facebook, TikTok, or YouTube, your creative should catch attention quickly, stay visually clear on mobile screens, and push viewers toward an action with a strong CTA. Keeping your design simple, your messaging tight, and your branding visible early is a good foundation across every platform.

How do I design better ad creatives for TikTok?

Lean into the native style. The best-performing TikTok creative looks like content you'd scroll past in a regular feed, not a polished TV commercial. Following TikTok creative best practices means using fast hooks, casual visuals, text overlays, and even trending sounds when it fits your brand. Always make sure your product or core message shows up within the first few seconds.

What’s the ideal Facebook ad layout?

Meta creative best practices suggest using vertical or square formats, minimal text over your images, and a clear CTA button that’s easy to spot. Keep your visuals simple and direct, and focus on emotional storytelling when possible. 

For Meta platforms like Facebook and Instagram, your creative needs to hook attention in the first three seconds. 

What tools can help me analyze creative performance?

If you want to get smarter about what’s working and what’s not, tools like Bestever make it easy. You can review your ad performance by visual element, like whether a particular CTA or layout boosted engagement, and get clear insights without having to dig through endless reports. 

Do Google Display Ads have strict design rules?

They’re not strict in a “mandatory” way, but Google does have recommendations you might want to follow if you care about performance. Display ads best practices include keeping file sizes low for faster load times, using high-contrast visuals for small screens, and making your CTAs big, bold, and button-like. Simple designs tend to perform better across different placements.

Can I use the same creative across platforms?

You technically can, but you probably shouldn’t. Each platform favors different behaviors, layouts, and visual styles. Following strong ad creative guidelines for different platforms helps you fit the experience people expect on TikTok, YouTube, Meta, LinkedIn, and more. Repurposing can sometimes be good, but you'll want to tweak your creative, so it feels native to where it's being shown.

What makes a good CTA in an ad?

Good CTAs feel natural to the platform and clear about what happens next. On TikTok, it might be something casual like "See more." On LinkedIn, you’ll want a more professional tone, like "Download the report." Short, action-driven phrases that match the vibe of the platform tend to get the best click-through rates.

How Bestever can help you master ad creative guidelines

Following ad creative guidelines for different platforms is key to building better campaigns, but figuring out why an ad works (or doesn’t) can be a challenge. That’s where Bestever can help.

Bestever gives you instant, clear feedback to improve your creative across Meta, TikTok, YouTube, LinkedIn, and display ads.

Here’s how Bestever makes it easy:

• Analyze your ads' effectiveness: Bestever’s Ad Analysis Dashboard gives you instant feedback on an ad's visual impact, brand alignment, sales orientation, and audience engagement. It’ll even break down each element in detail. 
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• Get suggestions to improve every frame: If an ad isn’t hitting the mark, ask Bestever to tell you what’s wrong and get instant actionable suggestions on what to do to fix it. No more guessing or wasting time — your team can start fixing those issues asap. 
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• Understand your audience: Bestever’s audience analysis tools go beyond sharing standard demographics, helping refine both targeting and messaging. You can share your website URL or integrate it with your ad manager, and it’ll quickly let you know who wants to hear more from you. 
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• Rapid asset generation: Fetch AI-generated images, stock photos, and video clips that all fit your brand voice. Then you can share the creatives with your team to make multiple ad variations faster.
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• Instant feedback loop: Know immediately why an ad variant underperforms, then pivot before wasting your budget.

Ready to create ads that actually perform? Let our team show you how Bestever can help you build stronger campaigns by optimizing your creative.

Schedule a free demo of Bestever now.