Meta Image Ads Specs

by Iryna Marchuk in Advertising, Facebook Advertising

Highlights:

Meta image ads come in multiple sizes for Facebook and Instagram, each designed to meet specific goals and audience engagement strategies
Eye-catching, well-crafted images aligned with Meta’s specs make your ads stand out and drive higher engagement
Limiting text on images keeps ads clean and compliant while focusing attention on the visual message
Experiment with different images, CTAs, and styles to find what resonates best with your audience
Ensure design and message match between your ad and landing page to build trust and boost conversions

Meta image ads are one of the most powerful ways to connect with your audience on Facebook and Instagram. Whether you’re promoting products or services, the right image can grab attention, spark interest, and encourage action.

Specific industries see outstanding performance with Meta image ads. For instance, the Arts & Entertainment sector tops the list with a 2.55% click-through rate (CTR). Meanwhile, sectors with more complex messaging, such as Dentist & Dental Services, are challenged with a much lower CTR of 0.81%. These stats emphasize the importance of tailoring ads to your audience’s preferences and using the correct specifications to maximize results.

In this post, we’ll cover everything you need to create Meta image ads that not only look great but also drive results. From ad specs to best practices, you’ll get the tools to run campaigns that convert.

What are Meta image ads?

Meta image ads use static images to grab attention and increase the engagement rates on Facebook and Instagram. The single-image ads typically appear in news feeds, stories, and the Marketplace. They include an image along with text, headlines, and clear call-to-action (CTA) buttons such as “Learn More” or “Shop Now.”

The combination of the text caption and image is designed to encourage clicks and drive conversions in an almost minimal manner. Advertisers can use compelling visuals to spark emotions and create an urge for action, which makes Meta image ads effective for both brand awareness and direct response campaigns.

When it comes to performance, Meta image ads are great for creating quick, impactful impressions. For instance, the Arts & Entertainment industries that rely on strong visuals, see high engagement rates and conversion rates above 2.55% on average with the ad type.

This Meta ad is effective because it highlights the product’s value by focusing on entertainment and connection. It features the intimacy card deck, designed to strengthen romantic relationships by offering thoughtful prompts, but it leaves users curious by encouraging clicks to discover more about these prompts. The ad combines a compelling caption and an intriguing CTA that motivates users to engage and take action, driving conversions.

Meta image ad specs and placements

Meta image ads come in multiple sizes and can be displayed across different placements on Facebook and Instagram. Each placement offers unique advantages, and choosing the right one depends on your ad’s goals, your target audience, and the type of engagement you want to encourage. By selecting the optimal placement and ensuring your ad specs are met, you can make your Meta image ads more efficient.

Here’s an overview of Meta image ad placements and their specs:

1. Facebook News Feed

The Facebook News Feed is one of the most common placements for image ads. These ads appear directly in users’ feeds, blending seamlessly with organic posts.

Recommended image size: 1200 x 628 pixels
Aspect ratio: 1.91:1

2. Instagram feed

Image ads on Instagram feed appear in users’ main scrolling area, offering a visually-driven experience.

Recommended image size: 1080 x 1080 pixels for square ads; 1080 x 1350 pixels for portrait ads
Aspect ratio: 1:1 for square ads; 4:5 for portrait ads

3. Facebook and Instagram stories

Meta image ads in Stories appear full-screen, offering a more immersive experience. These ads are perfect for quick, eye-catching visuals encouraging users to swipe up or tap for more information.

Recommended image size: 1080 x 1920 pixels
Aspect ratio: 9:16 aspect ratio

4. Facebook Marketplace

Ads in Facebook Marketplace are displayed as users browse listings. These ads allow for effective product display and CTA engagement.

Recommended image size: 1200 x 1200 pixels
Aspect ratio: 1:1 aspect ratio

5. Messenger

Meta image ads can also appear in Messenger as sponsored messages. These ads are designed to look native to the conversation flow and are typically accompanied by the “Send Message” or “Learn More” buttons.

Recommended image size: 1200 x 628 pixels
Aspect ratio: 1.91:1

Source: Meta

Meta Image Ad Types

1. Single image ads

Single image ads are the most common type of Meta image ads. They have a single high-quality image, combined with a headline, description, and a call-to-action (CTA).

These ads are versatile, which makes them perfect for straightforward messaging and campaigns that focus on a specific product or service.

Image size: 1200 x 628 pixels
Aspect ratio: 1.91:1
Text limit: 125 characters for the headline

2. Carousel ads

Carousel ads allow advertisers to showcase up to 10 images or videos in a single ad unit. Each image or video can have its link, making it a great option for highlighting multiple products or features.

Image size: 1080 x 1080 pixels
Aspect ratio: 1:1 (square)
Number of items: Up to 10
Recommended text: 90 characters for each card’s headline

3. Collection ads

Collection ads feature a cover image or video, followed by several product images. When users interact with these ads, they open an Instant Experience, providing a more immersive experience. These are ideal for e-commerce brands showcasing a range of products in one ad.

Cover image/Video size: 1200 x 628 pixels
Product image size: 1200 x 1200 pixels
Aspect ratio: 1:1 for product images
Text limit: 90 characters for headline

4. Slideshow ads

Slideshow ads use a series of still images to create a video-like experience, making them a cost-effective alternative to video ads. You can use up to 10 images, and they can include music and text to add an extra layer of engagement.

Image size: 1200 x 1200 pixels
Aspect ratio: 1:1 (square)
Maximum number of slides: 10
Text limit: 90 characters for each slide’s headline

Source: Meta

5. Dynamic product ads

Dynamic product ads are personalized, targeted ads. They offer relevant products to users who have visited your website/app or shown interest in similar items based on data from your product catalog.

Image size: 1200 x 628 pixels
Aspect ratio: 1.91:1
Text limit: 90 characters for the headline

6. Stories ads

Stories ads are full-screen vertical format ads that appear in the Stories feature on Facebook and Instagram. They offer an immersive, temporary experience, ideal for short-term promotions or limited-time offers.

Image size: 1080 x 1920 pixels
Aspect ratio: 9:16
Text limit: 125 characters for the headline

Best practices for high-converting Meta image ads

To be effective, Meta image ads must be able to stop the users’ scrolling, communicate your message clearly, and encourage clicks.

Let’s break down the best practices for high-converting Meta image ads:

1. Use high-quality, on-brand images

An image is the first thing users see in your ad, so it needs to be high-quality and representative of your brand. Use clear, visually striking images that reflect the essence of your message or product.

2. Keep on-image text minimal

Meta recommends minimizing text on images to improve performance and comply with ad guidelines. Too much text can clutter the ad and lower click-through rates, so stick to a simple phrase or slogan that grabs attention. If you need to include more detail, add it in the ad copy itself. This approach keeps the image clean and lets users focus on your main message.

3. Write clear and concise ad copy

Make sure that the copy is straightforward and compelling. Keep the language engaging and relevant to make it easy for users to understand why they should take an interest and what’s the gist of the offer.

4. Include a strong call-to-action (CTA)

A clear CTA is essential for driving action. Whether it’s “Learn More,” “Shop Now,” or “Sign Up,” make sure your CTA directly encourages users to engage.

Use action-oriented language that creates a sense of urgency, but leaves room for refusing the offer like “Subscribe Now, Cancel Anytime.” A compelling CTA can increase clicks and lead users down the conversion funnel.

5. Test different ad element variations

Testing is key to finding out what resonates with your audience. Experiment with different images, ad copy, and CTA buttons, and track metrics like click-through and conversion rates to see what performs best.

Try different visuals, like lifestyle photos versus product close-ups, and adjust ad copy to find the ideal combination that drives engagement.

6. Link to a relevant landing page

Ensure that the landing page your ad links to aligns with the ad message and design. If your ad promotes a specific product, direct users to a page that features that product with clear purchase options. Generic homepages can lead to a drop in interest, whereas a targeted landing page maintains momentum and increases the chance of conversion.

Why you need to connect landing pages with your Meta image ads

If you’re running Meta image ads, adding a relevant landing page isn’t just helpful—it’s essential to getting a good return on your ad dollars.

The ad-to-page personalization experience is important because it helps you to:

1. Personalize the user journey

A personalized landing page that matches your ad makes the experience seamless and relevant for users.

For example, if your ad promotes a skincare discount, users should land on a page that features that product and the discount, not a generic homepage. When users see exactly what they clicked on, they’re more likely to stay and engage.

2. Create consistency and build trust

Aligning your ad visuals and messaging with the landing page reassures users that they’re in the right place, which builds trust.

If your ad’s tone is fun and conversational, use the same style on the landing page. A consistent experience feels genuine and inviting, while a disconnected page can quickly turn users away.

3. Boost conversions with relevant content

Users who click on your ad are already interested, so make it easy for them to take the next step with clear calls-to-action, easy navigation, and relevant information. If they see a targeted product in the ad, the landing page should continue that journey with details and an easy way to buy, sign up, or learn more.

4. Achieve better results through testing

Matching different ad creatives and landing pages allows you to find the best combination. Test variations to see which design, messaging, or call-to-action delivers the most conversions. A well-tested landing page can make a huge difference in turning clicks into leads or sales.

Mindway app demonstrates a clear message match between its ad and landing page messaging. The ad focuses on overthinking as a depression response and uses a CTA suggesting users to take a “Chronic Overthinking Test” proceeding to the Mindway app’s landing page.

Creating optimized Meta image ads isn’t just about using eye-catching visuals—it’s about making every part of your campaign work together seamlessly.

Start by setting clear goals, whether you want to boost sales, drive traffic, or build brand awareness. Then, choose the right ad placements and make sure your images and text meet Meta’s guidelines.

The ad-to-landing-page connection is equally important. When someone clicks your ad, they should land on a page that matches the ad’s message and offer. This consistency helps build trust and improves conversions. With Instapage, you can easily create personalized landing pages for every audience segment, ensuring your campaigns deliver results.

Ready to get started? Sign up for Instapage 14-day free trial and see the difference for yourself.