A Marketer’s Guide to Facebook Ad Sizes and Specs [2025]

Getting the right Facebook ad size is one of the easiest ways to make sure your creative shows up the way you intended. Each placement, whether it's in Feed, Stories, or Reels, has its own sizing guidelines. If your dimensions are off, your ad could appear cropped, blurry, or awkward, which can hurt how people interact with it.

Square (1:1) images and videos at 1080 x 1080 pixels are one of the most popular and versatile formats for Facebook ads. They tend to work well across Feed, Instagram, and sometimes even in Reels. 

Still, every placement has its own preferred dimensions for the best results. Today, we’ll walk through Meta’s ad specs and show you the standard sizes you should know.

In this article, we’ll cover: 

• Why your Facebook ad dimensions matter
• Your ad size cheat sheet
• Ad types and sizes in 2025 (and when to use them)
• Character limits
• Best practices
• Common mistakes

Let’s start by discussing why your ad sizes matter.

Why ad sizes matter in Facebook marketing 

Just like with Facebook post dimensions, the size of your ad creative affects how it shows up across Facebook’s different placements. If the dimensions don’t match the recommended specs, your image or video could appear cropped, stretched, or blurry, which can hurt how people engage with it.

Facebook usually won’t reject an ad for minor size issues, but using the wrong dimensions or an oversized file can sometimes cause problems. Even when ads are approved, poor formatting can hurt how they perform. Headlines might get cut off, important visuals could be hidden, and the overall experience might feel off, especially on mobile, which can lower your Facebook click-through rates.

Even small adjustments to your dimensions can make your creative easier to read, watch, or scroll past, so getting the specs right from the start is a simple way to avoid issues later.

Here’s why using the right Facebook ad size matters:

• It helps your ad look clean and clear across placements like Feed, Stories, and Reels.
  
• It reduces layout issues like awkward cropping or misplaced calls to action (CTAs).
  
• It saves time when you’re building campaigns across multiple placements by avoiding the need for edits and reworks.

Facebook ad size cheat sheet for2025

Before you start designing or uploading anything, it helps to know the exact specs for each ad type. This chart covers the most common recommendations, including Facebook ad character limits and  Facebook flyer dimensions for your events. Let’s take a closer look below:

* 1920 x 1005 px is a recommended size for Facebook event flyers to help reduce cropping across different devices. While Meta doesn’t officially list this size, it fits well on both desktop and mobile displays.

Facebook ad types and dimensions (2025)

Different Facebook ad types call for different dimensions, and using the right format can make your creative easier to view, understand, and engage with. Here’s a breakdown of the most common ad formats and what you need to know in 2025:

1. Feed ads

Feed ads are the most common format and appear right in users’ scrolling experience, whether on mobile or desktop. They’re great for almost any campaign goal, from awareness to conversions. This format supports images, videos, and carousels, so it’s flexible and easy to test. Here is the recommended image size for Facebook ads:

• Image size: 1080 x 1080 px (square) or 1200 x 628 px (horizontal)
  
• Aspect ratio: 1:1 (square) or 1.91:1 (horizontal)
  
• Character limits: Primary text 125, headline 40, description 30

Tip: Square formats give you more versatility, and they also display well on Instagram. Keep the key visuals centered to avoid awkward cropping on mobile.

2. Story ads

Story ads show between organic Facebook and Instagram Stories and take up the full vertical screen. These are designed for mobile-first attention and typically last for 5 to 15 seconds. Motion, quick CTAs, and user-generated content tend to perform well here. Story ads ideally follow:

• Size: 1080 x 1920 px
• Aspect ratio: 9:16
• File type: JPG (image), MP4 (video)
• Text: Keep it minimal; overlays work best when short and centered

Tip: Leave at least 250 px (around 1 inch) of padding at the top and bottom of your design. That space may be covered by profile names at the top, or the call-to-action and interface icons at the bottom. Keep key visuals, logos, and copy in the middle 1080 x 1420 px zone. You can also use emojis to attract more attention. 

3. Reels ads

Reels ads run between organic (user-generated) Reels and are designed for fast, engaging content that feels native to the platform. These are typically short, vertical videos with trending sounds, captions, and hooks that grab attention early and are often ideal for reach and engagement on mobile. Here are the recommendations:

• Size: 1080 x 1920 px
  
• Aspect ratio: 9:16
  
• Length: Up to 60 seconds, but ideal ads are under 30 seconds as shorter ads typically perform better
  
• Text limit: Headline 40, primary 55

Tip: Think quick hooks, tight framing, and captions (if your video has sound since most users watch without audio).

4. Carousel ads

Carousel ads let you display multiple images or videos in a single ad, each with its own headline and link. They’re ideal for showcasing product collections, step-by-step features, or multiple offers. Users can swipe through up to 10 cards, so storytelling works well here.

Here are the recommendations for carousel ads:

• Card size: 1080 x 1080 px (or 1080 x 1350 px)
• Aspect ratio: 1:1 (can also use 4:5)
• Max cards: 10
• Text limits per card: Headline 40, primary 125

Tip: Design your first 2–3 cards to tell a mini story since these get the most attention. Align visuals across cards to keep a clean, connected flow.

5. Video ads (in-feed or standalone)

Video ads can appear directly in the feed, between videos, or as suggested content. This format supports different goals, from quick brand exposure to deeper storytelling. This type is usually all about holding attention from the first few seconds.

Formats can be square, vertical, or horizontal, depending on the placement. Here’s what you need to know:

• Recommended sizes:
  
  • Square: 1080 x 1080 px (1:1)
    
  • Vertical: 1080 x 1350 px (4:5)
    
  • Horizontal: 1200 x 628 px (16:9)
    
    
• File types: MP4, MOV
  
• Length:
  
  
  • In-stream: up to 15 seconds
    
  • Feed or standalone: flexible, but shorter usually performs better
    
    
• Thumbnail: 1200 x 628 px (1.91:1)

Tip: Place your hook and key message within the first 3 seconds. Most users scroll fast or watch without sound, so lead strong and include captions.

6. Messenger ads

Messenger ads show up in users’ Messenger inboxes or within chat threads as sponsored messages. They feel more personal and are often used for offers, reminders, or lead gen. These work well when paired with a clear message and a focused CTA. 

Here are the recommendations:

• Size: 1200 x 628 px
  
• Aspect ratio: 1.91:1
  
• Character limits: Primary text 125, headline 40, description 30
  
• CTA: Positioned below the image, short text works best

Tip: Avoid overly complex images. These are typically like a mini banner ad that should get attention in a quick scroll. Clear offers and bold visuals work best here.

7. Facebook flyer (event image)

Flyer-style images are used on Facebook Event pages to visually promote an event. They show up in the event header and in previews shared across the platform. While they are not paid ads, they still play an important role in event promotion, and getting the size right can make a big difference in your event’s visibility and attendance.

Try to stay within these recommendations:

• Size: 1920 x 1005 px
  
• Aspect ratio: ~16:9
  
• File type: JPG / PNG
  
• Text placement: Center

Tip: Stay within the center safe zone of 1200 x 630 px for your main text or logo. This helps prevent important info from being cropped on mobile or desktop previews.

Best practices for Facebook ad sizes

Even if your creative technically fits, small tweaks can make a big difference in how it performs. Here are a few best practices to help you get the most out of your Facebook ads:

• Use clear CTAs: Whether it's a button or text overlay, make sure your call-to-action is easy to read and placed where it won’t get blocked. Centering it or keeping it just above the bottom UI is usually a safe bet.
  
  
• Stick to safe zones: Keep text, logos, and key visuals within the middle 1080 x 1420 px area (for vertical formats) or centered in square formats. This helps avoid cropping issues across different screen sizes.
  
  
• Balance text and visuals: Facebook doesn’t penalize text-heavy ads anymore, but too much text can still make your ad look cluttered. Keep copy short, legible, and spaced out.
  
  
• Use the right format for the placement: Facebook Story sizes and Reels need vertical (9:16), Feed works well with square (1:1) or portrait (4:5), and Messenger is best with horizontal (1.91:1). Repurposing one asset across all placements without tweaking it can hurt how it looks.
  
  
• Preview your ad in different placements: Meta Ads Manager lets you check how your ad will appear in Feed, Stories, Reels, and more. Take a moment to spot and fix any layout issues before launching.

Common mistakes to avoid with Facebook ad sizes

Even experienced marketers slip up when juggling multiple placements. Here are a few of the most common mistakes and how to avoid them:

• Using one creative for every placement: An image that looks great in the Feed might get cut off in Reels or look tiny in Stories. Tailor your creative to the placement instead of relying on a one-size-fits-all approach.
  
  
• Ignoring safe zones: Skipping layout padding can get your CTA or logo hidden behind Facebook’s UI. Stick to the central area, especially for vertical formats.
  
  
• Uploading low-resolution images: Blurry visuals can make your ad look unprofessional. Use high-quality files, ideally 1080 px wide or larger.
  
  
• Cramming too much text on the image: While Facebook no longer limits text, crowded visuals can lower clarity. Use short, readable copy and let the image do the heavy lifting.
  
  
• Forgetting to preview before publishing: Meta’s preview tool is there for a reason. Skipping this step means you might not notice cut-off text or stretched layouts until after your ad is live.

When to use each format

Choosing the right size and layout based on what you're trying to achieve can make your campaign more effective without needing to change your entire strategy. Here’s a quick breakdown of what works best and why:

How Bestever helps you pick the right Facebook ad size (and format)

With Bestever, you can make ad size decisions using real performance data. Here’s how Bestever 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.

Frequently asked questions

What happens if I use incorrect ad dimensions?

If your ad dimensions are incorrect, your creative might show up cropped, stretched, or low quality. This can make the ad less effective and may limit its reach. In some cases, if the dimensions are way off or the file size is too large, Facebook could reject the ad altogether.

Are there different size recommendations for Facebook and Instagram ads?

Yes. Facebook Feed ads usually work best at 1:1 or 4:5 (1080x1080 px or 1080x1350 px), while Instagram Stories and Reels need a vertical 9:16 format (1080x1920 px) to look right on mobile.

What size should a Facebook story image be?

1080 x 1920 pixels is the ideal size to fill the screen while avoiding awkward cropping.

What’s the best format for Facebook Reels ads?

Stick with vertical video at 1080 x 1920 pixels in a 9:16 ratio. Keep it under 60 seconds and pair it with short, catchy copy.

Are Facebook flyer dimensions different from post ads?

They are. Event flyers usually use 1920 x 1005 pixels, while regular post ads tend to be 1200 x 628 pixels or a square 1080 x 1080 pixels.

Do square or vertical ads perform better?

It depends on where you’re showing up. Square works great in the Feed, but vertical is the way to go for Stories and Reels.

Can I use the same ad for Feed and Reels?

You can try, but it’s not ideal. Reels really need that vertical format, and square ads often look awkward or get cropped. What you can do is create your ad in vertical format, then crop it into square format for the Feed.

How do text overlays impact ad performance and approval?

Too much text won’t get your ad blocked, but it can hurt your delivery and consequently, performance. Facebook tends to favor cleaner, more visual creatives.

How Bestever can help you improve your FB ads 

Getting your Facebook ad size right is only part of the equation. To truly improve performance, you need to know how your creatives, targeting, and budget work together. That’s where Bestever comes in with tools that help you move faster and make decisions based on what’s actually working.

Here’s how:

• Quickly analyze ad performance instantly: Bestever’s Ad Analysis tool provides real-time feedback on your ads' engagement, conversion potential, budget efficiency, and creative impact. Instead of guessing why an ad isn’t working, you’ll get a clear breakdown of what’s holding it back — whether it’s weak visuals, poor targeting, or budget misalignment.
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• Optimize your ads before you burn budget: Instead of waiting 7+ days and spending thousands to see if an ad works, Bestever pinpoints weaknesses before you waste ad spend. Our AI highlights underperforming elements and suggests improvements — so you can pivot your strategy early and avoid a never-ending learning phase.
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• Review your old ads and get ideas: Bestever can look at historical data in your ad manager accounts and make suggestions based on past performance results. You’ll be able to see the patterns in high-performing ads, whether it’s a carousel format that drove 30% more engagement or a headline variation that boosted CTR by 20%. Use these insights to refine your next campaign and double down on what converts.
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• Know who to target: Not sure if your audience is too broad or too niche? Bestever’s audience analysis tools go beyond basic demographics to uncover key insights. Just enter your website URL and Bestever will analyze your existing traffic to suggest how to refine your ad targeting for higher conversion rates.
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• Generate high-converting ad creatives: Need fresh creatives without hiring a big team? Bestever can look at your site and generate creatives in large volumes. Pull stock images and video clips that fit your brand voice — so you can launch more ad variations quickly.

Ready to analyze your creatives for correct ad sizes? Let our team show you how Bestever can spot issues early and guide you toward better results.

Try a demo of Bestever for free.