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Improve your ad creative.
Grow your business.
Ad creative tips, inspiration and tools to help you transform your ads.
Your ad creative is key to performance.
In today's evolving ad ecosystem, your advertising creative is the key to capturing your audience's attention, reaching new customers and lowering advertising costs.
Better-performing creative can lower costs across multiple advertising objectives:
- 19% lower cost per link click1
- 21% lower cost per website conversion1
- 27% lower cost per app install1
Try these ad creative tips and tricks.
Simple adjustments such as adding video to photo campaigns are proven to enhance results for advertisers.2
Video
Building an effective video doesn't require expensive equipment and an editing team. Create a video ad that drives results with these quick tips.
Ready to get started?
Use what you've learnt to get started building better ads today.
Get ad inspiration with these examples from businesses like yours.
See winning Facebook and Instagram ad examples and get ideas for your next ad.
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Kick-start your advertising creative journey with these tools.
Build new ads quickly, test different strategies and improve performance with these advertising creative resources.
Video Creation Kit
Use your existing images to create mobile-friendly videos in just a few steps on Ads Manager.
Reels
Be discovered through entertaining storytelling using Reel's engaging editing tools and features.
Canva
Use simple drag-and-drop features and layouts to create delightful graphics and videos.
Vimeo Create
Advantage+ creative
Tailor your ad for the person viewing it by letting us automatically optimise your ad creative. This can help improve performance.
Shuffle creative
Let Facebook optimise your advertising creative by testing a mix of videos or images, headlines and calls to action to show people the version of the ad that they are most likely to respond to.
A/B testing
Create an A/B test in Ads Manager to test the performance of a campaign, ad set or ad.
Shuttlerock
Create world-class digital creative using Shuttlerock's Creative as a Service solution that combines human creativity with powerful technology.
Popular Pays
Find a trusted network of creators to produce content on any channel.
QuickFrame
Produce, edit or optimise any format of original video using Quickframe's platform and network of professional creators.
View Meta's partner directory to browse through many more partners for your unique creative needs.
Please note that partner recommendations are provided for reference only. If you would like to find out more about a partner's individual offerings, we recommend that you contact the partner directly to find out more about their services. Do note that these are third parties, and their services are independent of Meta's offerings. All offers, work products and/or services provided by a partner are executed and owned by the selected partner of your choice.
Take a course on creating mobile ads.
Build best-in-class mobile-friendly videos.
Optimise your mobile-friendly video ads.
Take a course on building your brand identity.
Find ad ideas specific to your industry.
Start building better ads.
Put what you've learned into practice when you create an ad using the ad inspiration, creative resources and tips from this page and review Meta's latest Reels recommendations.
FAQs
Each ad has different ad specifications for visuals and copy. You can view them here.
Vertical formats tend to perform the best on Facebook and Instagram. However, each ad placement has its own ideal aspect ratio:
- For Feed placements: We recommend square 1:1 for images and vertical 4:5 for videos.
- For Stories and Reels placements: Most people hold their phones vertically, so we recommend 9:16 to capture the whole screen.
- For video carousel format: We recommend square 1:1 and consistent ratios for all videos in a carousel.
- For in-stream video: We recommend horizontal 16:9 to fit the videos that the ads are in.
- Meta Audience Network placements: We recommend vertical 9:16.
- For Instagram Shop: We recommend square 1:1.
We recommend video ads on Facebook and Instagram be under 15 seconds, and capture audience attention in the first 3 seconds.
Here are a few Facebook and Instagram ad copy best practices:
- Keep your primary text short.
- Communicate the main benefit in your headline.
- Use the call-to-action button to tell people what you want them to do when they see your ad.
Reels are Meta's new short-form video format for Facebook and Instagram. Reels are made to be short, watched with sound on or off, and viewed vertically on mobile devices. You can also select Reels as an ad placement to reach audience members with this popular new format.
Your ad creative is the visual and copy that you choose to send out as your ad.
Meanwhile, your ad placement is where you choose to serve your ad, such as on Facebook Stories or Instagram Reels. Depending on your placement, a different aspect ratio may be preferred for your ad. We recommend using Advantage+ placements so that Meta can choose the placements that we think will do best for your ad.
Both ad creative and ad placement are important for the success of your ad.
The more eye-catching your visuals and the more resonant your copy is with your audience, the better your ad will tend to perform.
Bear these best practices in mind with your ad creative:
- Keep videos to 15 seconds or less.
- Grab attention in the first three seconds.
- Make sure that you mention your brand, business or product.
- Use captions if your video ad has a voiceover.
- Choose a vertical aspect ratio that fits your ad's placement.
Besides the best practices above, you can improve your ad creative by taking inspiration from other businesses and creators. Make sure that you bookmark this page and check back regularly for updated inspiration.
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Skills and training
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