Facebook Ad Sizes & Specs 2026: Image, Video, Carousel, Reels & Stories

Facebook ad sizes look complicated because Meta lists a separate spec for every placement. In practice, three shapes cover almost everything: 4:5 for Feed, 9:16 for Stories and Reels, and 1:1 for carousel, Marketplace and search. Get the shape right first, then export at Meta's recommended resolution.

You'll still see 1080 × 1350 and 1080 × 1920 in plenty of guides. Those are the same shapes at a lower resolution and they upload without problems. Meta's own recommendation moved to the 1440 versions, so that's what this guide leads with.

Every Facebook ad placement, drawn to scale

Pick a placement to see its canvas at the real aspect ratio, Meta's safe zones where it publishes them, and the specs that matter. Switch between image and video where both exist.

Facebook ad sizes at a glance

Source: Meta Ads Guide, each placement checked on 9 October 2026.

Facebook ad size dimensions: pixels vs aspect ratio

Two different numbers get called “size”. Aspect ratio is the shape, like 4:5. Pixel dimensions are the resolution, like 1440 × 1800. Meta places ads by shape: a 4:5 image fills a Feed slot whether it's 1080 or 1440 pixels wide. Resolution decides how sharp it looks.

Shape also has a tolerance. Meta allows a 3% difference from the stated ratio in Feed, Reels images, carousel and search, and only 1% in Stories. Outside that, your image gets cropped or letterboxed.

Facebook Feed ad sizes

Feed is where most Facebook ads run, and it's where shape makes the biggest difference. A 4:5 image is 25% taller than a square at the same width, so it covers more of the phone screen as people scroll.

Facebook Feed image ad specs

• Ratio: 4:5 recommended; 1:1 also runs.
• Resolution: 1440 × 1800 px.
• File type: JPG or PNG.
• Max file size: 30 MB.
• Minimum: 600 px wide, and 750 px tall at 4:5.
• Text: primary text 50 to 150 characters, headline 27 characters.

Source: Meta Ads Guide, Facebook Feed image.

Facebook ad image size: 1:1 or 4:5?

For lead generation, 4:5 usually earns its place: the extra height gives you room for the offer, a face or product, and a bit of proof without shrinking everything. It doesn't guarantee better results, it just gives the design more room to work.

Note that Meta's recommended minimum pixel guidance lists 1440 × 1800 for 4:5 Feed. A 1080 × 1350 file still uploads, but if you're making new creative, start at 1440.

Facebook video ad specs

Video follows the same shapes: 4:5 for Feed, 9:16 for Stories and Reels. What changes by placement is the allowed length.

How to export Facebook video ads

• Format: MP4, MOV or GIF. MP4 is the simplest default.
• Video: H.264 compression, square pixels, fixed frame rate, progressive scan.
• Audio: stereo AAC at 128 kbps or more.
• Minimum size (Feed): 120 × 120 px, though you'll want far more.
• Captions: optional, but Meta recommends them. Many people watch with the sound off.

Source: Meta Ads Guide for Feed video, Stories video and Reels video.

A 241-minute limit doesn't mean you should use it. What decides whether a video ad works is the first two or three seconds, so open with the thing you're selling, not a logo animation.

Facebook Story ad size and safe zones

Stories are full screen and vertical, so the shape is 9:16 at 1440 × 2560 px. A square or 4:5 ad can be adapted to fit, but it looks like a recycled Feed post and wastes most of the screen.

• Image: JPG or PNG, up to 30 MB, at least 500 px wide.
• Video: MP4, MOV or GIF, 1 second to 3 minutes, up to 4 GB, at least 250 px wide.
• Text: primary text 125 characters, headline 40.
• Ratio tolerance: 1%, much stricter than Feed.

Stories safe zones: Meta's numbers

Your profile name sits at the top of a Story and the call-to-action button at the bottom. Meta asks you to keep text, logos and other key elements out of those areas:

Source: Meta Ads Guide for Stories image and Stories video. Meta's pixel figures for video match a 1080 × 1920 frame.

Facebook Reels ad size

Reels ads should look like Reels: 9:16 vertical at 1440 × 2560 px. A landscape video squeezed into a phone frame is the fastest way to get scrolled past.

• Video: MP4, MOV or GIF, H.264, stereo AAC over 128 kbps, up to 4 GB, no maximum length.
• Image: JPG or PNG, up to 30 MB, at least 600 × 600 px. Meta recommends no text on the image.
• Text: primary text 40 characters, headline 55. Much shorter primary text than Feed.
• Sound: Meta calls it optional but strongly recommended.

Meta's safe zone article covers Stories and Reels together, but the Reels spec itself gives no percentage. Captions, the CTA, the like and share buttons all sit over the lower part and right edge, so use the Stories numbers as a starting point and check the Reels preview in Ads Manager.

Source: Meta Ads Guide, Facebook Reels.

Facebook carousel ad specs

Carousels put 2 to 10 swipeable cards in one ad. They work when the story has parts: several products, steps in a process, rooms in a property, or problems you solve.

Source: Meta Ads Guide, carousel in Facebook Feed.

That 20-character headline is the spec people miss. Write card headlines before you design, and keep crops and type sizes consistent from card to card so the carousel reads as one piece. The first card has to stop the scroll on its own.

Marketplace, right column, search and collection ad sizes

Facebook Marketplace ad dimensions

1:1, at least 1080 × 1080 px, JPG or PNG up to 30 MB. Primary text 125 characters, headline 40, description 30. People on Marketplace are shopping, so show the product or the result plainly. If you sell a service, make the outcome obvious at a glance (Meta spec).

Facebook right column ad dimensions

1:1, at least 1080 × 1080 px, minimum 254 × 133 px, headline 40 characters. Right column ads appear only on desktop and are shown small, so Meta recommends no text on the image. One clear subject and strong contrast (Meta spec).

Facebook search ad dimensions

1.91:1 to 1:1, at least 1080 × 1080 px, minimum 600 × 600 px, up to 30 MB. Primary text 125 characters, headline 40, description 30. Search video is 1:1. A square is the safest single file (Meta spec).

Facebook collection ad specs

1.91:1 to 1:1, at least 1080 × 1080 px. The cover image or video is the first asset in your Instant Experience, which is required. Primary text 125 characters, headline 40; 30 MB images and 4 GB video (Meta spec).

Facebook ad text limits by placement

These are Meta's recommended lengths. Longer text isn't rejected, but it gets cut off with “See more”, so the point has to land early.

Characters, from each placement's page in the Meta Ads Guide.

Need the words as well as the size? Our free Facebook lead ad copy generator writes primary text, headlines and a lead form to these lengths.

The best size for Facebook ads by campaign goal

There is no single best Facebook ad size. Start from where the ad will be seen and how much it has to say.

The 3-asset system: one idea, three shapes

You don't need a design per placement. Make three versions of every important concept and assign each to its placements in Ads Manager. It's far better than one square and letting Meta crop it.

Keep the offer, colours and call to action identical across all three. People see your ad in more than one place, and it should feel like the same ad.

A Canva and Figma setup for Facebook ads

Three master frames, named clearly so whoever uploads the ad picks the right file.

On the 9:16 frame, add guides at 358 px from the top, 896 px from the bottom and 86 px in from each side (14%, 35% and 6% of 1440 × 2560). In Canva, put a locked semi-transparent layer over those areas. It stops the next designer from moving the price into the button.

Does Facebook still have the 20% text rule?

No. Meta used to restrict ads whose image was more than about 20% text. That rule is gone, and ads are not rejected or limited for the amount of text in the image.

That doesn't make heavy text a good idea. Small placements are unreadable with it, which is why Meta recommends no text at all on right column and Reels images. A good rule: the image carries the idea, the primary text carries the explanation, and on-image text is only for what must be read in a second, like the offer.

Facebook cover photo size in 2026

Not an ad, but it's the size people search for most alongside ad sizes, and the numbers get mixed up often. Here's what Meta's own help article says:

Because computers and phones show the cover at different shapes, part of it is always cut off somewhere. Keep the logo, words and faces near the centre, use the edges for background, and check the Page on both a computer and a phone after uploading. For a cover with a logo or sharp text, a PNG keeps edges cleaner than a JPG.

Facebook banner, header and cover: same thing?

Usually. “Facebook banner photo size” and “Facebook header photo size” almost always mean the Page cover. Group and event covers are separate. And if you meant Audience Network banner ads, those run inside other apps, so build from the specs above and check the Audience Network preview in Ads Manager.

Common Facebook ad sizing mistakes

1. Using one square for every placement and accepting whatever crop Meta makes.
2. Designing Stories or Reels at 1:1 or 4:5 instead of 9:16.
3. Putting the headline or price in the bottom 35% of a Story, under the button.
4. Making the logo, disclaimer or CTA too small to read on a phone.
5. Dropping a landscape video into a vertical placement with no redesign.
6. Mixing crops and type sizes across carousel cards.
7. Uploading a screenshot or a re-compressed file instead of the original export.
8. Writing a 40-character carousel headline when the limit is 20.
9. Missing the 1% ratio tolerance in Stories by exporting a slightly off canvas.
10. Skipping the placement previews in Ads Manager.

Pre-launch Facebook ad creative checklist

• Each placement has the right shape: 4:5, 9:16 or 1:1.
• Exported from the original design at 1440 px wide where possible.
• Story text and logos clear of the top 14%, bottom 35% and sides.
• Headline readable on a phone, within the placement's character limit.
• Video makes sense with the sound off, ideally with captions.
• Carousel cards consistent, first card strong on its own.
• CTA matches the landing page or instant form.
• Every placement preview checked in Ads Manager.
• The form or destination tested before money is spent.

For lead ads, that last point matters most. Send a test lead with Meta's Lead Ads Testing Tool and make sure it reaches whoever calls it back.

For lead ads, the size is only half the job

The right size makes the ad look professional and avoids ugly crops. Once it works and people fill in your form, what matters is how fast someone replies. Facebook keeps new leads in Leads Centre until someone goes and looks.

More on running Facebook ads: how to create Facebook lead ads, what Facebook ads cost in 2026, how to use the Facebook Ad Library to see competitors' creative, and our Meta Business Suite guide.

Facebook ad sizes FAQs

Final takeaway

Facebook ad sizes are simple once you stop treating them as a long list: 4:5 at 1440 × 1800 for Feed, 9:16 at 1440 × 2560 for Stories and Reels, and 1:1 for everything square. Keep Story text inside the safe zone, write to each placement's character limits, and preview every placement before you spend.

Sources

Every spec was checked on 9 October 2026 against Meta's own pages. Meta updates its Ads Guide from time to time; if Ads Manager shows something different, trust Ads Manager.

• Meta Ads Guide: Feed image, Feed video, Stories image, Stories video, Reels, carousel, collection, Marketplace, right column, search
• Meta help center: recommended minimum image pixel requirements
• Meta help center: text overlays and safe zones in Stories and Reels
• Facebook help center: cover photo and profile picture sizes