Facebook Ad Sizes in 2025: Full Meta Specs and Format Guide

Facebook ad size shapes how your creative shows up across feeds, Stories, and Reels. When the dimensions line up with Meta ad specs, your ads look clean, load fast, and get the space they’re meant to.

TL;DR:

After testing ads across multiple accounts, I’ve noticed that small sizing tweaks change how people engage. Mobile-friendly aspect ratios like 4:5 for Feed and 9:16 for Stories/Reels work better than others. Also, uploading at 2 times the minimum resolution keeps ads crisp on high-density screens.

Facebook ad size cheat sheet for 2025

You don’t need to memorize every Facebook ad size requirement. I put together this cheat sheet that combines Meta ad specs with Facebook ad character limits so you can see exactly what’s allowed in each format. Here’s what to remember:

Facebook ad types and dimensions

Each ad format serves a different job, and the one you choose should match your campaign goal. I’ve used them all, from Feed ads that build awareness to Reels that spark quick engagement. Here’s how each format works, with the Facebook ad image sizes and specs you need to set them up:

1. Feed ads

Feed ads are where most of my campaigns start because they show up directly in people’s scrolling experience on mobile and desktop. They’re flexible enough to run images, videos, or carousels, so I use them for everything from top-of-funnel awareness to direct conversions. 

Here are the recommended specs:

• Image sizes: 1440 x 1440 pixels or 1440 x 1800 pixels
  
  
• Aspect ratio: 1:1 (square) or 4:5 (portrait)
  
  
• Character limits: Primary text 50-150, headline 27

I’ve noticed 4:5 images take up more space on mobile and usually perform better than square ones. You can experiment and A/B test yourself to see which sizes work best for you.

Note: The 4:5 ratio is only available on mobile. Ads using stock photos only support a 1:91:1 ratio (1200 x 628 px).

2. Story ads

Story ads take over the full screen and feel more personal. I use them when I want a vertical, mobile-first creative that blends with organic content. Short videos or clean images with light text work best here.

Here are the recommended specs:

• Image size: 1440 x 2560 pixels
  
  
• Aspect ratio: 9:16
  
  
• Character limits: Primary text 125, headline 40

For Story ads, I know that the Facebook Stories interface blocks or cuts off some parts of the image or video. That’s why I leave safe space at the top and bottom, so calls-to-action (CTAs) and profile bars don’t block key visuals.

I also like using emojis in Story ads. They match the personal feel of Stories and make the creative feel more natural.

3. Reels ads

Reels ads are made for quick, engaging video. I run them when I want people to stop scrolling and watch short clips that feel native to the platform. Adding captions helps since many users view without sound.

Here are the recommended specs:

• Video size: At least 500 x 800 pixels
• Aspect ratio: 9:16
• Character limits: Primary text 60 characters
• Length: Up to 60 seconds, but ideal ads are under 30 seconds

Because of our shortened attention spans, I find that videos under 30 seconds tend to hold attention longer. If you can, include captions since many users watch without sound.

4. Carousel ads

Carousel ads let me highlight multiple products or ideas in one placement. I use them to show step-by-step visuals or a product catalog where each card tells part of the story.

Here are the recommended specs:

• Image/video size: 1080 x 1080 px (universal compatibility) or 1080 x 1350 px (mobile)
  
  
• Aspect ratio: 1:1 or 4:5
  
  
• Character limits: Primary text 80, headline 40 per card

For this format, the first card matters most. That’s why I keep it bold and simple to attract people’s attention so they might just click into the rest. Also, you can only use a maximum of 10 cards.

5. Video ads (in-feed or standalone)

Video ads can run in the Feed, between videos, or as suggested content. I use them for both quick brand exposure and longer storytelling, but the key is grabbing attention in the first few seconds.

Here are the recommended video ad specs:

• Recommended sizes:
  
  
  • Square: 1440 x 1440 px (1:1)
    
    
  • Vertical: 1440 x 1800 px (4:5)
    
    
  • Horizontal: 1200 x 628 px (1:91:1)
    
    
• File types: MP4, MOV
  
  
• Length:
  ‍
  
  • In-stream video ads: Up to 15 seconds
    
    
  • Feed or standalone video ads: Can run much longer (up to 240 minutes in some cases), but shorter videos usually perform better and keep people engaged
    
    
• Thumbnail: 1200 x 628 px (1.91:1)

For video ads, I keep my hook and key message in the first 3 seconds. Most people scroll fast or watch with the sound off, so captions combined with an early hook can help attract attention.

6. Messenger ads

Messenger ads appear in the Messenger inbox or inside chat threads as sponsored messages. They feel personal and work well for offers, reminders, or lead generation. I’ve seen the best results when I keep the message short and the CTA clear.

Messenger ads can appear as image, video, or carousel. Each format has its own requirements:

• Messenger Stories ad image
  
  
  • At least 1080 × 1080 pixels
    
    
  • 125 characters for primary text, 40 characters for headline
    
    
  • Aspect ratio 9:16
    
    
  • File types: JPG or PNG
    
    
• Messenger Stories ad video
  
  
  • At least 1080 × 1080 pixels
    
    
  • 125 characters for primary text, 40 characters for headline
    
    
  • Aspect ratio 9:16
    
    
  • File types: MP4, MOV, or GIF
    
    
• Messenger Stories ad carousel
  
  
  • At least 1080 × 1080 pixels
    
    
  • 45 characters for text, 80 characters for headline, 18 characters for link description
    
    
  • Landing page URL required
    
    
  • Aspect ratio 1:1 or 4:5
    
    
  • File types: JPG or PNG for images, MP4, MOV, or GIF for video

One thing I noticed is that simple visuals win here. I use bold images or clear offers because detailed designs don’t stand out in the quick-scroll inbox view.

When to use each format

I use different formats according to my needs and the kind of experience I want people to have. I’ve tested all of them, and each one fits a different job. Feed ads drive steady reach, while Reels create quick bursts of engagement. 

Here’s how I decide where each format works best:

Best practices for Facebook ad sizes

Even if your creative technically fits the specs, small changes can make a big difference in your ad performance. I’ve seen ads with the right Facebook ad dimensions still lose clicks because of sloppy layouts or misplaced text. 

Here are some practical tips to get it right:

• Use clear CTAs: Put your call-to-action in a spot where it won’t get blocked. I usually center it or keep it just above the bottom UI. If you bury it in the corner, people will likely miss it.
  
  
• Stick to safe zones: Keep logos, text, and key visuals inside the central frame, which is about 1080 x 1420 px for vertical ads or the middle square for 1:1. This prevents cut-offs across different devices.
  
  
• Balance text and visuals: Facebook relaxed its 20% text rule, but ads with too much text still look cluttered and often get less reach or engagement. Keep copy concise, use clear fonts, and break up lines so the ad stays readable on mobile.
  
  
• Match format to placement: Stories and Reels need 9:16 vertical, Feed looks sharp in 1:1 or 4:5, and Messenger slots work best with 1.91:1 horizontal. Using one image everywhere often backfires.
  
  
• Preview before launch: Meta Ads Manager lets you see how your ad renders in each placement. Take that extra step, skipping it is how you end up with cropped captions or broken layouts.

Don’t wait until performance tanks to check your sizes. A quick ad audit will show if your creatives don’t match their placements or if you’re leaving empty space. Combine that with focused ad targeting, and you’ll know whether weak results come from the audience itself or from the way the ad is formatted.

Common FB Ad size mistakes 

Marketers often miss small details when running ads across different placements. These mistakes can cut into your ad performance if you don’t catch them early. 

Here are some of the most common mistakes and how to avoid them:

• Using one creative for every placement: An image that looks sharp in the Feed can get cut off in Reels or appear too small in Stories. I try to build separate versions for each placement.
  
  
• Ignoring safe zones: CTAs or logos that sit near the edge often get covered by Facebook’s interface. Keep them centered in the main frame.
  
  
• Uploading low-resolution images: Blurry files make ads look sloppy. I try to use images at least 1080 px wide.
  
  
• Cramming too much text: Facebook no longer blocks text-heavy ads, but cluttered visuals are harder to read. Keep copy short and let visuals carry the message.
  
  
• Skipping previews before publishing: Meta’s preview tool shows exactly how an ad appears in each placement. Check every version before launch.

Pro insights that might help

Facebook ad specs matter, but there are other details that affect how your ads look and perform in the real world. 

Here are a few insights I’ve picked up that don’t usually make it into sizing guides:

• Upload at higher resolution: A 1080 x 1080 file meets the requirement, but I’ve seen sharper results on mobile when I upload at 2x resolution, like 2160 x 2160. High-density screens display those ads more cleanly.
  
  
• Frame for mobile first: Since most Facebook users scroll on their phones, I lean toward 4:5 ratios for Feed ads. They take up more vertical space and catch attention faster than 1:1.
  
  
• Keep accessibility in mind: If your ad text is too small, people won’t bother reading it. I use large, high-contrast fonts and limit on-image text to one or two quick points.
  
  
• Design for dynamic creative: When running dynamic campaigns, I test assets that crop cleanly across multiple placements. One strong base file in 4:5 often adapts better than forcing a 1:1 everywhere.

These adjustments aren’t in the official Meta specs, but in practice, they’ve made my ads look and perform better across placements.

How Bestever can help you improve your FB ads 

Getting Facebook ad size right is important, which is why using tools like Bestever can help.

Bestever is a creative analysis platform. It can show you which ad sizes and placements deliver results by digging into your real performance data.

Here’s how it helps:

• Analyzes performance by placement and size: Bestever pulls historical data from your ad account to see which sizes and formats are actually working. You’ll know what performs best in Feed vs. Reels vs. Stories, with real numbers behind it.
  
  
• Visual impact scoring: Your creatives are scanned frame by frame to flag issues like poor cropping, off-center CTAs, or visuals that aren’t pulling their weight. You’ll get a score that reflects how likely the creative is to capture attention.
  
  
• Smart format suggestions: Based on your campaign goal, Bestever recommends the ideal aspect ratio and layout. For example, it might suggest 9:16 for retargeting Stories or 1:1 for multi-platform Feed coverage.
  
  
• Catches layout problems before launch: It identifies problems like CTAs placed too low, cropped logos, or text that's too close to the edges. You'll get a heads-up before you hit publish.

Ready to see how Bestever can guide your ad sizing and creative choices? 

Schedule a free demo today.

Frequently asked questions

What happens if I use incorrect ad dimensions?

If you use incorrect ad dimensions, your creative may appear cropped, stretched, or blurry. This hurts how people see the ad and can cut into engagement. In extreme cases, if the file size is too large or the aspect ratio is way off, Facebook may reject the ad.

Are there different size recommendations for Facebook and Instagram ads?

Yes, Facebook and Instagram have different size recommendations for the optimal display on the respective platforms. Facebook Feed ads work best at 1:1 (1080 × 1080 px) or 4:5 (1080 × 1350 px), while Instagram Stories and Reels need vertical 9:16 (1080 × 1920 px) to display correctly on mobile.

What size should a Facebook Stories image be?

A Facebook Stories image should be 1080 × 1920 pixels. This fills the full screen and prevents awkward cropping at the top or bottom.

What’s the best format for Facebook Reels ads?

The best format for Facebook Reels ads is vertical video at 1080 × 1920 pixels in a 9:16 ratio. Keep videos under 60 seconds and add short, clear copy that matches the fast-scrolling environment.

Are Facebook flyer sizes different from post sizes?

Yes, Facebook flyer sizes are different from post sizes. Event flyers usually follow 1920 × 1005 pixels, while Facebook post sizes are most often 1200 × 628 pixels (landscape) or 1080 × 1080 pixels (square).

Do square or vertical ads perform better?

Square ads perform better in the Feed, and vertical ads perform better in Stories and Reels. The right choice depends on placement, so test both formats in your campaigns.

Can I use the same ad for Feed and Reels?

You can use the same ad for both, but it’s not ideal. Reels require vertical 9:16, while square 1:1 looks cleaner in the Feed. A practical approach is to design vertically first, then crop a square version for Feed.

How do text overlays impact ad performance and approval?

Text overlays don’t block approval anymore, but they can still hurt performance. Ads with heavy text often deliver less reach because they look cluttered. Keep overlays short, bold, and easy to read.