Facebook Ads: Types, specs, cost, and tips


Chatbot Agency

With the ever-evolving digital landscape, we are constantly seeking new ways to reach consumers. In 2022, Facebook will be introducing a variety of updates to their advertising platform that will revolutionise the way businesses advertise on their platform. Advertising on Facebook and Messenger will continue to be a great way to reach customers, due to the impressive features available. 


Business owners can take advantage of the possibilities this platform provides, to create effective campaigns that maximise their reach; while making sure they are targeting the right audience. Let’s look at some of the Facebook ad types, as well as how they work, costs, specs, and tips. 


What are Facebook Ads?


Facebook Ads are a powerful tool for businesses to create personalised campaigns that reach their target audiences. Facebook Ads are integrated into the platform, and they can be used to promote a business page or product, increase brand awareness and build relationships with customers. By using Facebook Ads, businesses can also access Messenger Ads, which allows them to send messages directly to users of the popular messaging app. This is particularly handy if you’re using the Chatbot Agency platform for Messenger marketing!


The goal of any Facebook Ad is to engage potential customers and drive them towards taking action. This includes providing relevant content that users find interesting and informative, as well as targeting specific demographics like age group or location. Businesses can also use advanced features such as A/B testing and retargeting ads for even more targeted results.


In the last few years, the Facebook ad algorithm has gotten much better. It needs less specific targeting to bring in great results! The Facebook algorithm is so good that it will find your customers for you. It’s a delicate balancing act that every business owner needs to master when they learn how to run their own Facebook ads.

Let’s look at some of the different kinds of Facebook ad formats.

Types of Facebook Ads

Image Ads

Image ads are some of the most popular Facebook Ads - and the type you have probably seen the most on your own feed. These ads use a singular image; and can allow for different specs. 

Image specs

Design Recommendations

  • File Type: JPG or PNG
  • Ratio: 1.91:1 to 1:1
  • Resolution: At least 1080×1080 pixels

Text Recommendations

  • Primary Text: 125 characters
  • Headline: 27 characters
  • Description: 27 characters

Technical Requirements

  • Maximum File Size: 30MB
  • Minimum Width: 600 pixels
  • Minimum Height: 600 pixels
  • Aspect Ratio Tolerance: 3%


Video Ads

Video Ads are effective, as sound and motion is good at engaging users on first glance. Video Ads are a great way to showcase user-generated content (from customers); and inside looks to your business. 

Video specs

Design Recommendations

  • File Type: MP4, MOV or GIF
  • Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
  • Resolution: At least 1080×1080 pixels
  • Video Captions: Optional, but recommended
  • Video Sound: Optional, but recommended
  • Videos should not contain edit lists or special boxes in file containers.

Text Recommendations

  • Primary Text: 125 characters
  • Headline: 27 characters
  • Description: 27 characters

Technical Requirements

  • Maximum File Size: 4GB
  • Minimum Width: 120 pixels
  • Minimum Height: 120 pixels


Product Ads

If you run an e-commerce or online store, product ads will be a great option for you. Product ads work by you connecting your store to Facebook. Then, you can create a product catalog on Facebook and group products together however you see fit. Grouping allows you to target ads differently and find your ideal customers. Facebook is so smart, that if you make product changes on your website, the changes will automatically reflect in your catalog and ads.

Carousel Ads

With the carousel ad format, you can highlight multiple products, categories, or features at once. Carousel ads allow up to 10 images at a time, as well as a link for each. 

Carousel specs

Design Recommendations

  • Image File Type: JPG or PNG
  • Video File Type: MP4, MOV or GIF
  • Ratio: 1:1
  • Resolution: At least 1080×1080 pixels

Text Recommendations

  • Primary Text: 125 characters
  • Headline: 32 characters
  • Description: 18 characters
  • Landing Page URL: Required

Technical Requirements

  • Number of Carousel Cards: 2 to 10
  • Image Maximum File Size: 30MB
  • Video Maximum File Size: 4GB
  • Video Duration: 1 second to 240 minutes
  • Aspect Ratio Tolerance: 3%


Lead Generation Ads

We’ve said it before - Facebook is one of the greatest tools for lead generation. Lead generation ads have a call-to-action (CTA). Once a user clicks on the CTA, they are prompted to fill out the form made by you. With some fields already pre-filled by Facebook, the process is fast and smooth. Ask the right questions, and integrate the data with your customer relationship management (CRM) platform.

Messenger Ads

With close to 1 billion monthly users, you can always find new customers on Messenger. They have the same creative requirements as other Facebook ads, so set up should be easy once you’re familiar with Ads Manager. If the goal is talking to the customer, you’ll want to use Click-to-Message ads. This simply means that people that click on your ads go directly into conversations with you. With a Chatbot Agency chatbot installed, you can then have responses auto-programmed for different customer interactions. 

Facebook Ad costs 

The two metrics used for billing on Facebook Advertising are cost per click (CPC); and cost per 1000 impressions (CPM). According to reports from Revealbot, as of September 2022, the average CPC on Facebook is $0.97. The average CPM is $13.7. That is an aggregate number across many industries. That means that there are many that are much more expensive than that (Ex: finance), and many that are cheaper. If you’re in the cheaper category, consider yourself lucky! 

Facebook ads tips for the most successful ad campaigns 

Facebook Ads are a great way for businesses to reach their target audience. However, with so many options, it can be difficult to know which strategies will lead to successful campaigns. To get your Facebook Ads running smoothly and effectively, follow these tips: 

Creativity is key! Make sure you have quality images and videos for your ads. Quality creative is engaging, personalised to your audience, and it tells a story. If you do it right, your ideal customers won’t be able to help noticing your ad!

Don’t use too much text in your creatives! Although this is not officially a rule anymore, it’s still recommended not to use text on more than 20% of your creative. Otherwise, Facebook might restrain your distribution.

Take advantage of user-generated content (UGC). While your creative assets are key, they don’t need to always be professionally made.  According to consumers, user-generated content or UGC comes across as much as x2.4 more authentic. Usually, this translates to more authentic brand awareness - and sales. 

Retargeting ads are your best friends. Retargeting is when you’re specifically showing an ad to someone that already interacted with your business. These ads are highly effective because you’re targeting users who are already familiar with you, and who you know are in the market for what you’re selling. Cost for retargeting ads is also usually lower in comparison.