The main Facebook ad sizes are 1,440 x 1,800 pixels (4:5) for Facebook Feed, 1,440 x 2,560 pixels (9:16) for Stories and Reels, and at least 1,080 x 1,080 pixels (1:1) for carousel cards, Marketplace and the right column. Feed text runs best at 50 to 150 characters of primary text and a 27-character headline. For Stories and Reels, keep about 14% of the top, 35% of the bottom and 6% of each side free of text and logos.
Every number below comes from Meta's Ads Guide or Facebook's Help Centre, read on 10 November 2026, with the page named under each section. Meta changes these pages without notice, so check the date before you rebuild a client's creative set around them. Instagram placements have their own guide: our Instagram post size guide covers the Instagram Feed, Stories and Reels specs.
Facebook ad sizes at a glance
| Placement | Ratio | Size in pixels | Primary text | Headline |
|---|---|---|---|---|
| Feed, image | 4:5 | 1,440 x 1,800 | 50-150 characters | 27 characters |
| Feed, video | 4:5 | 1,440 x 1,800 | 50-150 characters | 27 characters |
| Stories, image | 9:16 | 1,440 x 2,560 | 125 characters | 40 characters |
| Reels, video | 9:16 | 1,440 x 2,560 | 40 characters | 55 characters |
| Carousel in Feed | 1:1 | At least 1,080 x 1,080 | 80 characters | 20 characters |
| Marketplace | 1:1 | At least 1,080 x 1,080 | 125 characters | 40 characters |
| Search results | 1.91:1 to 1:1 | At least 1,080 x 1,080 | 125 characters | 40 characters |
| Right column | 1:1 | At least 1,080 x 1,080 | None listed | 40 characters |
| In-stream video | 16:9 or 1:1 | At least 1,080 x 1,080 | 125 characters | 40 characters |
Source: Meta Ads Guide placement pages for Facebook Feed (image and video), Facebook stories, Facebook Reels, Facebook Feed carousel, Facebook Marketplace, Facebook search results, Facebook right column and Facebook in-stream video, read 10 November 2026. The sections below give the file limits for each.
Facebook Feed image ads
Feed is where most lead ads for local clients run, so it is the size to get right first.
| Spec | Meta's figure |
|---|---|
| File type | JPG or PNG |
| Ratio and size | 4:5 at 1,440 x 1,800 pixels |
| Primary text | 50 to 150 characters |
| Headline | 27 characters |
| Maximum file size | 30 MB |
| Minimum width | 600 pixels |
| Minimum height at 4 | 5: 750 pixels |
| Aspect ratio tolerance | 3% |
Source: Meta Ads Guide, "Image ad specs on Facebook Feed", read 10 November 2026.
The 4:5 shape takes more of the phone screen than a square. If a client sends square product photos, they still run in Feed, but a 4:5 crop with the subject centred usually gives the ad more room.
Facebook Feed video ads
| Spec | Meta's figure |
|---|---|
| File type | MP4, MOV or GIF |
| Ratio and size | 4:5 at 1,440 x 1,800 pixels |
| Video settings | H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio at 128 kbps or more |
| Length | 1 second to 241 minutes |
| Maximum file size | 4 GB |
| Minimum size | 120 x 120 pixels |
| Captions and sound | Optional, but recommended |
Source: Meta Ads Guide, "Video ad specs on Facebook Feed", read 10 November 2026.
Meta allows a long video in Feed, but a lead ad for a local business rarely needs more than the time it takes to show the offer and the next step. Put the offer in the first seconds and add captions, because Meta lists captions as recommended.
Facebook Stories ads
| Spec | Meta's figure |
|---|---|
| File type | JPG or PNG |
| Ratio and size | 9:16 at 1,440 x 2,560 pixels |
| Primary text | 125 characters |
| Headline | 40 characters |
| Maximum file size | 30 MB |
| Minimum width | 500 pixels |
| Aspect ratio tolerance | 1% |
Meta's Stories page asks you to consider leaving roughly 14% of the top, 35% of the bottom and 6% of each side of the image free from text, logos or other key elements, so the interface and the call to action do not cover them.
Source: Meta Ads Guide, "Image ad specs on Facebook stories", read 10 November 2026.
Facebook Reels ads
| Spec | Meta's figure |
|---|---|
| File type | MP4, MOV or GIF |
| Recommended ratio and size | 9:16 at 1,440 x 2,560 pixels |
| Video settings | H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio at over 128 kbps |
| Primary text | 40 characters |
| Headline | 55 characters |
| Length | No maximum |
| Maximum file size | 4 GB |
| Auto captioning | Not supported, so burn captions in or add them before upload |
The same safe zone applies: leave roughly 14% of the top, 35% of the bottom and 6% of each side clear, so the profile icon and the call to action do not cover the offer.
Source: Meta Ads Guide, "Video ad specs on Facebook Reels", read 10 November 2026.
Reels primary text is short at 40 characters. Write the Reels version of the copy on its own instead of letting the Feed copy run long. Our Instagram Stories ads guide shows the same safe-zone problem on the Instagram side, with the button covering the offer.
Carousel ads in Facebook Feed
| Spec | Meta's figure |
|---|---|
| Cards | 2 to 10 |
| Image file type | JPG or PNG |
| Video file type | MP4, MOV or GIF |
| Ratio and size | 1:1 at 1,080 x 1,080 pixels or larger |
| Primary text | 80 characters |
| Headline | 20 characters |
| Description | 18 characters |
| Landing page URL | Required |
| Maximum file size | 30 MB per image, 4 GB per video |
| Video length | 1 second to 240 minutes |
| Aspect ratio tolerance | 3% |
Source: Meta Ads Guide, "Carousel ad specs on Facebook Feed", read 10 November 2026.
Carousel headlines are tight at 20 characters per card. For a local client, one card per service or one card per step of the offer keeps each headline short enough to read.
Marketplace, search results and the right column
These three placements show smaller images, and Meta's specs for them are close to each other:
| Placement | Ratio | Size | Text | Other limits |
|---|---|---|---|---|
| Marketplace | 1:1 | At least 1,080 x 1,080 | Primary 125, headline 40, description 30 | 30 MB |
| Search results | 1.91:1 to 1:1 | At least 1,080 x 1,080 | Primary 125, headline 40, description 30 | 30 MB, at least 600 x 600, 3% tolerance |
| Right column | 1:1 | At least 1,080 x 1,080 | Headline 40 | At least 254 x 133 |
Source: Meta Ads Guide, "Image ad specs on Facebook Marketplace", "Image ad specs on Facebook search results" and "Image ad specs on Facebook right column", read 10 November 2026.
For the right column, Meta recommends not adding text to the image because it shows so small. A clean photo with the message in the headline works better there.
Facebook in-stream video ads
| Spec | Meta's figure |
|---|---|
| File type | MP4, MOV or GIF |
| Ratio | 16:9 or 1:1, at least 1,080 x 1,080 pixels |
| Length on desktop | 5 to 15 seconds |
| Length on mobile | 5 seconds to 10 minutes |
| Objective | Meta notes the length limit may vary by objective |
| Primary text | 125 characters |
| Headline | 40 characters |
| Maximum file size | 4 GB |
Source: Meta Ads Guide, "Video ad specs on Facebook in-stream video", read 10 November 2026.
In-stream ads play inside other videos, so they suit awareness more than a lead form. Most local lead campaigns can leave this placement to Advantage+ placements and spend the creative effort on Feed, Stories and Reels. Our ad placements notes explain how placements are chosen.
Safe zones for Facebook Stories and Reels
On both Stories and Reels, Meta's pages ask you to consider leaving roughly:
- •14% of the top clear of text and logos.
- •35% of the bottom clear, where the call to action and captions sit.
- •6% clear on each side.
On a 1,440 x 2,560 image, that is about 358 pixels at the top, 896 pixels at the bottom and 86 pixels on each side. Put the offer and the face in the middle band. The bottom third is the most common place for a client's phone number or price to end up hidden behind the button.
Source: Meta Ads Guide, "Image ad specs on Facebook stories" and "Video ad specs on Facebook Reels", read 10 November 2026.
Facebook Page profile picture and cover photo sizes
Every ad shows the client's Page name and profile picture, so the Page images matter too. Facebook's Help Centre gives these sizes for a Page:
| Image | What Facebook says |
|---|---|
| Profile picture | Displays at 176 x 176 pixels on computers and 196 x 196 on smartphones, is cropped to a circle, and should be 320 x 320 pixels for best quality |
| Cover photo, computer | 16:9, at least 400 x 150 pixels |
| Cover photo, mobile | 2.4:1, at least 400 x 150 pixels |
| Cover photo, fastest to load | An sRGB JPG at 851 x 315 pixels and under 100 kilobytes |
Source: Facebook Help Centre, "Facebook Page profile picture and cover photo dimensions", read 10 November 2026.
Facebook also says the profile picture overlaps the cover photo by about 40 pixels on mobile, and that the left side of the cover is partly covered by the profile picture. Keep a client's logo and text away from the bottom left of the cover. For a logo or text, Facebook says a PNG file may give a better result.
Aspect ratio tolerance: how close is close enough
Meta lists a tolerance for most placements: 3% for Feed images, carousel cards and search results, and 1% for Stories. A file slightly off the exact ratio sits inside Meta's stated margin. The safe habit is to export at the exact sizes in the table above, so nothing depends on the tolerance.
Note
Text limits are listed under "Text recommendations" on Meta's pages. Meta presents them as guidance for how much copy each placement shows well. Write the shortest version that carries the offer, then check the preview in Ads Manager for each placement before you publish.
The creative set we export for a client campaign
Running ads for many local clients, you do not want a different file for every placement. Three files cover every Facebook placement in this guide:
- •One 4:5 file at 1,440 x 1,800 for Feed, image or video.
- •One 9:16 file at 1,440 x 2,560 for Stories and Reels, with the offer inside the safe zone.
- •One 1:1 file at 1,080 x 1,080 for carousel cards, Marketplace, search results and the right column.
Build the 9:16 version first with the safe zone marked, then crop the 4:5 and 1:1 versions from it, keeping the subject in the centre. Name each file with the client and the ratio so the right file goes to the right ad. Our ad creative notes cover what to put in the frame, and the image optimizer compresses images in your browser before upload.
In AdLauncher, the agency approves the creative and the ad once, and each client launches it from their portal without touching Meta. Every campaign starts paused, so you can check the placements before anything spends.
Sources
- •Facebook Feed: Meta Ads Guide, image and video specs on Facebook Feed (facebook.com/business/ads-guide/update/image/facebook-feed and /video/facebook-feed), read 10 November 2026.
- •Stories: Meta Ads Guide, image ad specs on Facebook stories (facebook.com/business/ads-guide/update/image/facebook-story), read 10 November 2026.
- •Reels: Meta Ads Guide, video ad specs on Facebook Reels (facebook.com/business/ads-guide/update/video/facebook-facebook-reels), read 10 November 2026.
- •Carousel: Meta Ads Guide, carousel ad specs on Facebook Feed (facebook.com/business/ads-guide/update/carousel/facebook-feed), read 10 November 2026.
- •Marketplace, search results and right column: Meta Ads Guide image specs pages (facebook.com/business/ads-guide/update/image/facebook-marketplace, /facebook-search and /facebook-right-hand-column), read 10 November 2026.
- •In-stream video: Meta Ads Guide, video ad specs on Facebook in-stream video (facebook.com/business/ads-guide/update/video/facebook-instream-video), read 10 November 2026.
- •Page photos: Facebook Help Centre, Facebook Page profile picture and cover photo dimensions (facebook.com/help/125379114252045), read 10 November 2026.
Frequently asked questions
What size is a Facebook ad?
For Facebook Feed, Meta's Ads Guide recommends 4:5 at 1,440 x 1,800 pixels for images and video. Stories and Reels ads are 9:16 at 1,440 x 2,560 pixels, and carousel cards, Marketplace and the right column use 1:1 at 1,080 x 1,080 pixels or larger.
What is the best image size for Facebook ads?
1,440 x 1,800 pixels (4:5) for Feed, the placement most lead ads run in. If you only make one other version, make a 9:16 file at 1,440 x 2,560 for Stories and Reels with the safe zone kept clear.
How many characters can a Facebook ad have?
Meta's text recommendations for Feed are 50 to 150 characters of primary text and a 27-character headline. Stories allow 125 and 40, Reels 40 and 55, and carousel cards 80, 20 and an 18-character description.
What is the safe zone for Facebook Reels and Stories ads?
Meta asks you to consider leaving roughly 14% of the top, 35% of the bottom and 6% of each side free of text, logos and key elements, so the profile icon and call to action do not cover them.
What size is a Facebook cover photo?
Facebook's Help Centre says a Page cover photo must be at least 400 x 150 pixels and loads fastest as an sRGB JPG at 851 x 315 pixels under 100 kilobytes. It shows at 16:9 on computers and 2.4:1 on mobile.