Facebook Image Ads
Demos
Best Practices
Whatever your business goals are, a photo ad on Facebook is a great way to increase awareness of who you are and what you do. A photo ad gives you a clean, simple format to showcase inspiring imagery and engaging copy.
Facebook image ads are best used for
- Driving site traffic: image ads grab attention and clearly direct users to your site.
- Quick turnaround creative launches: tight on turnaround time or creative resources? Use existing posts and images from your brand page to fuel your image ad campaigns.
- Raising awareness of products: for brands with a tangible product, image ads make your product stand out in feed.
Imagery
For better performance, choose images that show people using or benefitting from your product vs the product itself, reduce copy within your images and ensure that your image has a clear focal point. Maintain visual consistency and test multiple images to find the best performing creative combination for your goal.
Copy
Image ads include a primary text area and headline, but also support optional description text. Keeping this text as concise as possible is crucial to let your image shine and drive performance.
Below are recommended character counts, any text longer than these recommendations risks being truncated by Meta.
- Headline: 27 characters recommended
- Primary text: 125 characters recommended
- Optional description: 27 characters recommended
CTA
CTAs are preset within Meta to match your campaign goal. Objectives include awareness, traffic, engagement, leads, app promotion and sales.
Social Trafficking Sheet
Feed & Explore images
1:1 ratio, minimum 1080x1080 px
Stories & Reels
9:16 ratio
Design Assets
Asset
Image asset file name
File Types Accepted
Asset
Image asset link
File Types Accepted
.jpg, .png
Asset
Primary text
File Types Accepted
125 characters
Asset
Headline
File Types Accepted
27 characters
Asset
Description text (optional)
File Types Accepted
27 characters
Asset
Destination URL
File Types Accepted
include any tracking UTMs
Asset
File Types Accepted
Image asset file name
Image asset link
.jpg, .png
Primary text
125 characters
Headline
27 characters
Description text (optional)
27 characters
Destination URL
include any tracking UTMs