Facebook Ad Types to Best Match Your Objective

Before we get deeper into the topic of Facebook ads, it’s essential to know and understand the different types available upon creation. As mentioned on our Facebook Ads Ultimate Guide: Master It In No Time there are 8 types and formats. Knowing and diving deeper on these different Facebook ad types will help you discover what Facebook ad type will suit your ad as well as your business. 

It’s common for us to encounter the simplest Facebook ad which is the Single Image ad. As much as it works, your ad type should align with your offer, your business, and most especially, your objective. It may seem like a minor factor however knowing the importance of choosing the right Facebook ad type will set you up in the right direction. 

In this blog, we will be discussing the what’s and the why’s of Facebook ad formats. We will dive into the different objectives, specifications for the different ad types, and the ad types for different industries. We will also be providing examples for you to further understand the idea. The goal in this blog is to help you discover and match you with your ad type. 


Now, let’s get into it! 


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Knowing your business goals and matching it with your Facebook campaign will help you find the right objective to run your ad campaigns with. This way you are not just able to run it effectively, but your marketing efforts will be towards your goals. 


Facebook has numerous marketing objectives that actually cover the customer journey stages (also known as the funnel strategy). Here’s a quick recap of the top-level objective categories:


  1. Awareness – These are objectives that help users get interested in your product or brand. 
  2. Consideration – The purpose of this is to get people to consider your business. This is where they do their research to gain more information about you and your offer. 
  3. Conversion – Objectives that are under this stage focus mainly on generating either sales or a specific action like sign-ups. These will drive your campaign to push users to take action and engage with you.


Your campaign goals aren’t limited to just one. As you continue to run and manage your campaigns, you will learn that your objectives relate to your current position on the funnel strategy. As your business grows, your campaign goals will change as well. This ties in with our Golden Funnel strategy as this focuses on driving direct results. This defined strategy will help you achieve your business goals and prevent you from burning money on ‘fluff’.

It’s no surprise that many businesses are using Facebook ads to promote as it’s quick and easy to set up. Facebook listed down 11 specific marketing objectives upon ad creation to guide you through the campaign process. 

We have categorised the different ad formats that support each objective and have listed down their specs. Note there’s no specific rule in this as it depends on your message and your offer as well. These are simply a guide for you to start off and know which ad format to use and for what.


  • Image Ads
  • Video Ads
  • Boost Posts

These ad types will heavily depend on your creatives used. This takes up the majority of people’s screen so it should stand out from all the other ads. 


  • Carousel Ad
  • Slideshow Ad
  • Collection Ad
  • Dynamic Ad
  • Lead Ads

These ad types will not only help with awareness but help with driving purchases and leads as well. There’s more room to highlight your product or offer and more chance of getting in front of your potential customers. 


  • Video Ads 
  • Image Ads

As apps are becoming more common, image and video ads are the best format to help advertise app installs. CTAs should be “Download App” or “Install Now” so users easily know what action they would be taking. 



Single Image Ad
  • File types: JPG and PNG
  • Facebook Image ad Dimensions: 1,200 x 628 pixels
  • Facebook and Instagram Stories Dimensions: 1,080 x 1,920 pixels
  • Headline: Up to 25 characters
  • Description text: 125 characters
  • Link description: 30 characters

Single image ads work if you have a single and clear offer. Facebook recommends having minimal text or no text on the image to be effective. The Image ad heavily relies on the visuals so it should be attractive enough to get attention and users to take action. As much as it’s easy to set up, it’s crucial to have a think on your image creative so you can match it with your message and be clear with your offer. 


Video Ad
  • Recommended File Types: MP4, MOV, GIF (Check this out to see the full breakdown of all the video formats) 
  • File Size: 4GB Maximum
  • Video Length: At least 1 second, up to 240 minutes maximum
  • Video Ratio: 16:9 to 9:16
  • Headline: Up to 25 characters
  • Description text: 125 characters
  • Link description: 30 characters

Facebook video ads are becoming more common, as nowadays users respond to video more. Video ads help a considerable amount of shoppers and drive users to check out more. Not only do you have more leeway to tell your story but you can advertise your products’ performance and features with one video or animation. Though Facebook allows 240 minutes of video length, people respond more to 30 seconds – 2 minutes worth of video.


Slideshow Ad
  • Number of images/videos allowed: 3-10
  • File types: JPG, PNG, MP4 and MOV
  • Facebook Image Ad Dimensions: 1,280 x 720 pixels
  • Facebook Video Ad Ratio: Between 9:16 to 16:9
  • Video Length: Maximum 15 seconds per clip
  • Headline: Up to 25 characters
  • Description text: 90 characters
  • Link description: 30 characters

Facebook allows you to create your own slideshow ad on the platform. This allows you to easily set up and create your own slideshow with the benefits of a video ad. This is an excellent alternative as more people respond to animation and video. This can also boost audience experience as slideshows take faster to load than videos. 


Facebook Story Ad
  • File types: JPG, PNG, MP4, MOV
  • Recommended Facebook Image Ad Dimensions: 1,200 x 628 pixels
  • Recommended Video Length: Up to 15 seconds
  • Facebook Video Ad size: Up to 4 GB
  • Headline: Up to 45 characters
  • Description text: 90 characters

As the majority use their mobile for Facebook, Facebook Story ads make it easier for them to absorb ads with this format. This takes up the full screen of the user and makes the experience more interactive and unique. 





Carousel Ad
  • Number of images/videos allowed: 10
  • File types: JPG, PNG, MP4 and MOV
  • Facebook Image Ad Dimensions: 1,080 x 1,080 pixels
  • Facebook Image Ad File Size: Maximum of 30 MB
  • Facebook Video Ad Ratio: Vertical (4:5)
  • Facebook Video Ad Size: 4GB
  • Video Length: Maximum of 240 Minutes
  • Headline: Up to 40 characters
  • Description text: 125 characters
  • Link description: 20 characters

The main benefit of the carousel ad is it allows you to upload up to 10 creatives. Carousel ads are effective if you want to highlight your product features and benefits on one ad. People will understand your offer in one go and you can even connect each carousel ad card to a link so you can direct people to specific pages. 


Collection Ad
  • File Types: JPG, PNG, MP4, MOV
  • Recommended Image Dimensions: 600 x 600 pixels
  • Facebook Image Size: Maximum of 30 MB
  • Facebook Video Dimensions: 1,200 x 628 pixels
  • Facebook Video Size: Up to 4GB
  • Recommended Video Length: Up to 2 minutes maximum
  • Facebook Shop Collection Layouts: Grid and Lifestyle
  • Headline: Up to 25 characters
  • Description text: 90 characters

Encourage your followers to shop with Collection ads. With the collection ad format, you can showcase your collections all in one go, but in an organised manner. You can also use images and video to further engage users. The best part is this is customised for each individual so it will help you get the right products in front of them. 


Dynamic Ad
  • Ad Types Supported: Single Image Ad, Carousel Ad, Collection Ad, Facebook Story Ad
  • Single Image Ad
    • Image Dimensions: 500 x 500 pixels
    • Headline: 25 Characters
    • Description: 125 Characters
    • Link Description: 30 Characters
  • Carousel Ad
    • Image Dimensions: 500 x 500 pixels
    • Number of Cards Allowed: 2-5
    • Headline: 40 Characters
    • Description: 20 Characters
  • Collection Ad
    • Image Dimensions: 1,200 x 628 pixels
    • Headline: 25 Characters
    • Description Text: 90 Characters
  • Facebook Story Ad Dimensions: 9:16 and 16:9 to 4:5

Dynamic ads pop up according to the activity of users. These will help push your potential customers to purchase from you as dynamic ads will keep on appearing simply with their initial engagement with you. Dynamic ads can help you reach more shoppers and even help you complete a sale. If you want to learn more about dynamic ads, click here.


Lead Ad
  • File types: JPG, PNG, MP4, MOV
  • Facebook Image ad Dimensions: 1,080 x 1,080 pixels
  • Facebook Video ad Ratio: 4:5
  • Headline: Up to 25 characters
  • Description text: 125 characters
  • Link description: 30 characters

Using either eye-catching images or videos followed by a call to action will help support you in getting leads. Lead ads help you collect information on potential customers who can eventually lead to paying customers. The form from lead ads make it easier for potential customers to sign up as fields are pre-populated with their information. If you want to learn more about Facebook Lead Ads for Lead Generation, check out our other blog here.





Why should you consider the different ad types upon creation? 

Well, catering to different formats and placements will make it easier for people to engage with you because your offer and message are clear. Knowing the specifications of each will avoid design errors and drop off of customers. Getting the proper format and dimensions for different ad types will help you get across to your target audience across a handful of platforms. 



Get your ad campaigns going! There are numerous ways to go about this, but we hope this guide provided enough insight to support your Facebook ad creation. Knowing your objective and the importance of the different Facebook ad formats will help you grow your business in no time. As long as you refine your strategy, you will be able to optimise and set up an effective Facebook ad. 


If you want to add anything to this guide or discuss your growth strategy with us, feel free to book a discovery call with us.

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