Meta Ad Types & Requirements: A Complete Guide

When advertising on Meta, understanding the available ad types and their creative requirements is essential to running high-performing campaigns. This guide covers everything advertisers need to know about Meta ad types. From standard formats like image and video ads to more advanced formats like Instant Experience and Collection ads. We’ll also break down technical specifications for each ad type to ensure your content meets Meta’s creative standards and drives maximum results.

Each ad type has different advantages depending on your campaign objective, audience, and available creative assets. And with Meta’s ever-evolving suite of features, staying up to date on ad specs and platform guidelines can help you avoid disapprovals, reduce wasted spend, and achieve better ROI.

Let’s dive in and explore the most important Meta ad types and their specifications.

Content:

Image Ads
Video Ads
Carousel Ads
Collection Ads
Instant Experience (Canvas) Ads
Stories Ads
Reels Ads
How to Get Started With Meta Ads?

Image Ads

Image ads are one of the most straightforward ad formats on Meta Ads. Despite their simplicity, image ads remain powerful when paired with strong visuals and compelling copy. They consist of a single static image and a caption, often used for branding, product highlights, or simple promotional messages. So, these ads are ideal for raising awareness, promoting time-sensitive offers, or showcasing a product in a clean, distraction-free format.

Ad Requirements:

Image size: 1080 x 1080 pixels (square) or 1200 x 628 pixels (landscape)
File type: JPG or PNG
File size: Up to 30 MB
Text limit: 125 characters (primary text), 40 characters (headline), 30 characters (description)
Aspect ratios: 1:1 (square), 1.91:1 (landscape), 4:5 (portrait for Instagram Feed)

Video Ads

Video ads offer a dynamic way to tell stories, explain products, and connect emotionally with your audience. And with mobile video consumption on the rise, Meta video ads are a must. You can use video ads to demonstrate product features, share testimonials, or deliver storytelling content. They work particularly well in the consideration phase of the funnel when you need more time and visuals to educate or persuade the audience.

Ad Requirements:

Recommended resolution: At least 1080 x 1080 pixels
File type: MP4, MOV, or GIF
Max file size: 4 GB
Video duration: Up to 241 minutes (but best to keep under 15 seconds for top-funnel)
Text limit: 125 characters (primary), 40 characters (headline), 30 characters (description)
Aspect ratios: 1:1 (square), 9:16 (Stories/Reels), 16:9 (landscape)

Carousel Ads

Carousel ads allow you to display multiple images or videos within a single ad unit. Each card can feature its own headline, description, link, and call to action, giving advertisers more room to tell a story or showcase different products. You can use carousel ads to highlight multiple products, share step-by-step tutorials, or tell a sequential brand story. They’re particularly effective in catalog ads.

Ad Requirements:

Image/video per card: 1080 x 1080 pixels
File type: JPG, PNG, MP4, MOV
Max number of cards: 2–10
File size: 30 MB (images), 4 GB (videos)
Text: 125 characters (primary text), 40 characters (headline per card), 20 characters (link description)

Collection Ads

Collection ads combine a cover image or video with a grid of product images pulled from a catalog. When clicked, they open into an Instant Experience, providing a full-screen, immersive shopping environment. These ads are optimized for mobile and designed to reduce friction in the product discovery process. They’re powerful for eCommerce and retail campaigns aiming to drive conversions.

Ad Requirements:

Cover image or video: 1200 x 628 pixels or 1:1 ratio (video recommended)
Product catalog required
At least 4 items needed to populate the grid
File type: JPG, PNG, MP4
Max file size: 30 MB (images), 4 GB (videos)
Text: 125 characters (primary), 40 characters (headline)

Instant Experience (Canvas) Ads

Instant Experience ads are full-screen mobile ad experiences designed to load quickly and keep users engaged. They can include videos, images, carousels, text blocks, and CTA buttons in one scrollable format. These ads are immersive and work well for brand storytelling, landing page alternatives, or in-depth product showcases. You can use Instant Experience ads to build narrative-style promotions, mimic landing pages, or combine multiple formats in one seamless mobile experience. They’re great for brand awareness and engagement objectives.

Ad Requirements:

Elements: Up to 20 images/videos/text blocks
Image resolution: At least 1200 x 628 pixels
Video specs: Same as standard video ads
CTA buttons and links supported
Loads exclusively on mobile devices

Stories Ads

Stories ads appear in the vertical, full-screen format of Facebook and Instagram Stories. They blend seamlessly into organic content, making them less intrusive and more engaging. You can use Stories ads to create urgency, launch new products, or reach Gen Z and millennial audiences who prefer short-form mobile-first content.

Ad Requirements:

Aspect ratio: 9:16
Image size: 1080 x 1920 pixels
Video duration: Up to 15 seconds per slide (up to 3 slides supported)
File type: JPG, PNG, MP4, MOV
File size: Up to 30 MB (images), 4 GB (videos)
Safe zone: Keep key text within 1080 x 1420 pixels

Reels Ads

Reels Ads are one of the best solution for explosive growth of short-form vertical content. They appear on Instagram and give advertisers organic-like visibility. These ads are especially relevant for performance marketers looking to capitalize on trends and increase engagement. You can use Reels ads to ride viral trends, engage younger demographics, or highlight fast-paced content like product demos, behind-the-scenes, or influencer partnerships. They’re ideal for building reach and engagement on mobile.

Ad Requirements:

Aspect ratio: 9:16
Resolution: 1080 x 1920 pixels
Duration: 4 to 30 seconds
File type: MP4 or MOV
CTA and branding elements recommended in early frames

How to Get Started With Meta Ads?

Meta offers a diverse range of ad types to suit every marketing goal, creative style, and business size. Whether you’re launching a new product, building brand awareness, or retargeting website visitors, choosing the right ad format—and meeting its technical requirements—can make a significant difference in campaign performance.

By understanding the strengths and limitations of each ad type, you’ll be better positioned to create scroll-stopping content that drives real business results. From the simplicity of image ads to the depth of Instant Experience, Meta’s ad ecosystem empowers advertisers to reach their audience at every step of the funnel.

To get the most out of your Meta Ads campaigns, always test multiple formats, stay updated with specs, and match the creative to your objective. And if you’re looking for hands-on support or strategy, SS&T Digital is here to help you elevate your ad game across Meta’s powerful platforms. 👇

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