Being able to plan, utilise and adapt creatives across different placements will enable more effective and efficient distribution of ads since the corresponding advertising platforms can leverage on placements whereby target audiences can be reached at the lowest cost. But this can be a big challenge for creative content planners, creatives and marketers because Facebook, Instagram, Linkedin, Google Ads and TikTok ads have so many different specifications for their ad creative in terms of aspect ratio, and sizes and durations.

To help us all identify the right dimensions we need for any ads placement, we’ve compiled these details in this article so that you can find the right details based on the platforms you are interested in and the medium of ads you plan to run. Simply scroll down to find the placement of their eligible ads in tabs, the objectives they qualify for and their specification requirements, or jump to the right platform with this table of content:

 

  1. Facebook Ads Placements
    • Video Campaigns
    • Image Campaigns
    • Carousel Campaigns
    • Collection Campaigns
  2. Instagram Ads Placements
    • Video Campaigns
    • Image Campaigns
  3. Linkedin Ads Placements
  4. Tiktok Ads Placements
  5. Google Ads

Facebook Ads Placements

For the purpose of this cheat sheet, I’ve separated Instagram Ads placements from Facebook’s. But I’ve included the Audience network and Messenger placements within this section.

Facebook Video Campaigns

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

Page Likes

Event Responses

App Installs

Video Views

Lead Generation

Messages

Conversions

Store Traffic

Specifications:

  • File type: MP4, MOV or GIF
  • Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only)
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 241 minutes
  • Maximum file size: 4 GB
  • Minimum width: 120 pixels
  • Minimum height: 120 pixels

 

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Video Views

Lead Generation

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF
  • Ratio: 16:9
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels
  • Video captions: Not supported
  • Video sound: Optional
  • Video duration: 1 second to 241 minutes
  • Maximum file size: 4 GB
  • Minimum width: 120 pixels
  • Minimum height: 120 pixels

 

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Video Views

Lead Generation

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF
  • Ratio: 16:9 or 1:1
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels
  • Video captions: Optional, but recommended
  • Video sound: Optional, but strongly recommended
  • Video duration: 5 seconds to 10 minutes. Video duration limit may vary by objective.
  • Maximum file size: 4 GB

 

Qualified Objective:

Brand Awareness

Reach

Traffic

Event Responses

Video Views

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Not supported 
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 241 minutes
  • Maximum file size: 4 GB
  • Aspect ratio tolerance: 3%

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Video Views

Lead Generation

Conversions

Store Traffic

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the video free from text and logos to avoid covering these key elements with the call to action.
  • File type: MP4, MOV or GIF 
  • Ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 2 minutes 
  • Maximum file size: 4 GB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Video Views

Lead Generation

Messages

Conversions

Catalogue Sales

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 241 minutes
  • Maximum file size: 4 GB
  • Minimum width: 120 pixels
  • Minimum height: 120 pixels

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Video Views

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 241 minutes
  • Maximum file size: 4 GB
  • Minimum width: 120 pixels
  • Minimum height: 120 pixels

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Video Views

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 1:1 (for desktop or mobile) or 4:5 (for mobile only) 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 241 minutes
  • Maximum file size: 4 GB
  • Minimum width: 120 pixels
  • Minimum height: 120 pixels

Qualified Objective:

Reach

Traffic

App Installs

Video Views

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Not supported 
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 2 minutes
  • Maximum file size: 4 GB

Qualified Objective:

Traffic

App Installs

Video Views

Lead Generation

Messages

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Not supported 
  • Video sound: Optional, but recommended
  • Video duration: 3 seconds to 61 seconds 
  • Maximum file size: 4 GB

Qualified Objective:

Brand Awareness

Reach

Post Engagement

App Installs

Video Views

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF
  • Ratio: 16:9 or 1:1
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels
  • Video captions: Optional, but recommended
  • Video sound: Optional, but strongly recommended
  • Video duration: 5 seconds to 10 minutes. Video duration limit may vary by objective.
  • Maximum file size: 4 GB

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Video Views

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the video free from text and logos to avoid covering these key elements with the call to action.
  • File type: MP4, MOV or GIF 
  • Ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 2 minutes
  • Maximum file size: 4 GB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Facebook Image Campaigns

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

Page Likes

Event Responses

App Installs

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • File type: JPG or PNG 
  • Ratio: 1.91:1 to 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 600 pixels
  • Minimum height: 600 pixels
  • Aspect ratio tolerance: 3%

Qualified Objective:

  • Traffic
  • Conversions
  • Catalogue Sales

Specifications:

  • File type: JPG or PNG 
  • Ratio: 1.91:1 to 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 600 pixels
  • Minimum height: 600 pixels
  • Aspect ratio tolerance: 3%

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Lead Generation

Conversions

Specifications:

  • File type: JPG or PNG 
  • Ratio: 1.91:1 to 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB

Qualified Objective:

Reach

Event Responses

App Installs

Lead Generation

Conversions

Specifications:

  • Due to the small image size, we recommend not adding text to images.
  • File type: JPG or PNG 
  • Ratio: 1.91:1 to 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 600 pixels
  • Minimum height: 600 pixels
  • Aspect ratio tolerance: 3%

Qualified Objective:

Brand Awareness

Reach

Traffic

Event Responses

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • File type: JPG or PNG 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Video Views

Lead Generation

Conversions

Store Traffic

Specifications:

  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the image free from text and logos to avoid covering these key elements with the call to action.
  • File type: JPG or PNG 
  • Ratio: 9:16 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Video Views

Lead Generation

Messages

Conversions

Catalogue Sales

Specifications:

  • File type: JPG or PNG 
  • Ratio: 1.91:1 to 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 600 pixels
  • Minimum height: 600 pixels
  • Aspect ratio tolerance: 3%

Qualified Objective:

Reach

Traffic

App Installs

Conversions

Catalogue Sales

Specifications:

  • File type: JPG or PNG 
  • Ratio: 9:16 
  • Resolution: At least 398 x 208 pixels
  • Maximum file size: 30 MB
  • Minimum width: 398 pixels
  • Minimum height: 208 pixels

Qualified Objective:

  • Messages

Specifications:

  • File type: JPG or PNG 
  • Ratio: 1.91:1 
  • Resolution: At least 1080 x 1080
  • Maximum file size: 30 MB

Qualified Objective:

Traffic

App Installs

Lead Generation

Messages

Conversions

Catalogue Sales

Specifications:

  • File type: JPG or PNG 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080
  • Maximum file size: 30 MB
  • Minimum width: 254 pixels
  • Minimum height: 133 pixels

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Conversions

Specifications:

  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the image free from text and logos to avoid covering these key elements with the call to action.
  • File type: JPG or PNG 
  • Ratio: 9:16 
  • Resolution: At least 1080 x 1080
  • Maximum file size: 30 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Facebook Carousel Campaigns

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 240 minutes
  • Aspect ratio tolerance: 3%

Qualified Objective:

  • Traffic
  • Conversions
  • Catalogue Sales

Specifications:

  • Due to the small image size, we recommend not adding text to images.
  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 240 minutes
  • Aspect ratio tolerance: 3%

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Lead Generation

Conversions

Specifications:

  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 240 minutes
  • Aspect ratio tolerance: 3%

Qualified Objective:

Traffic

App Installs

Conversions

Catalogue Sales

Specifications:

  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 240 minutes
  • Aspect ratio tolerance: 3%

Qualified Objective:

Traffic

App Installs

Conversions

Catalogue Sales

Specifications:

  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 240 minutes
  • Aspect ratio tolerance: 3%

Qualified Objective:

Traffic

App Installs

Conversions

Catalogue Sales

Specifications:

  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the image free from text and logos to avoid covering these key elements with the call to action.
  • Note that video is not supported for carousel ads in Facebook Stories.
  • Image file type: JPG or PNG 
  • Recommended ratio: 1:1 
  • Recommended resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 3 
  • Image minimum width: 500 pixels
  • Image maximum file size: 30 MB

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Video Views

Lead Generation

Messages

Conversions

Catalogue Sales

Specifications:

  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 240 minutes
  • Aspect ratio tolerance: 3%

Facebook Collection Campaigns

Qualified Objective:

Reach

Traffic

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • The cover image or video that is displayed in your collection ad uses the first media asset from your Instant Experience.
  • Image type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Instant Experience: Required
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB

Qualified Objective:

  • Traffic
  • Conversions
  • Catalogue Sales

Specifications:

  • The cover image or video that is displayed in your collection ad uses the first media asset from your Instant Experience.
  • Image type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Image ratio: 1.91:1 to 1:1
  • Video ratio: 1.91:1 to 1:1
  • Resolution: At least 1080 x 1080 pixels
  • Instant Experience: Required
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Minimum image width: 500 pixels
  • Minimum image height: 500 pixels

Instagram Ads Placements

Like the Facebook segment, I’ve included the Audience network placements for Instagram within this section.

Instagram Video Campaigns

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Video Views

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the video free from text, logos or other key creative elements to avoid covering them with the profile icon or call to action.
  • File type: MP4, MOV or GIF 
  • Ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Maximum file size: 250 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Video Views

Lead Generation

Messages

Conversions

Store Traffic

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 4:5 
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 60 minutes
  • Maximum file size: 250 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Engagement

App Installs

Video Views

Lead Generation

Messages

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV or GIF 
  • Ratio: 4:5 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 1080 x 1080 pixels 
  • Video captions: Optional, but recommended
  • Video sound: Optional, but recommended
  • Video duration: 1 second to 60 minutes
  • Maximum file size: 250 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Video Views

Conversions

Specifications:

  • Videos should not contain edit lists or special boxes in file containers.
  • File type: MP4, MOV
  • Ratio: 9:16 
  • Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
  • Resolution: At least 500 x 888 pixels
  • Video captions: Optional, but recommended
  • Video sound: Optional, but strongly recommended
  • Video duration: 0 seconds to 60 seconds
  • Maximum file size: 4 GB

Instagram Image Campaigns

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the image free from text, logos or other key creative elements to avoid covering them with the profile icon or call to action.
  • Image file type: JPG or PNG 
  • Ratio: 9:16 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Traffic

Engagement

App Installs

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • Image file type: JPG or PNG 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 500 pixels
  • Minimum aspect ratio: 400 x 500
  • Maximum aspect ratio: 191 x 100
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Engagement

App Installs

Video Views

Lead Generation

Messages

Conversions

Catalogue Sales

Specifications:

  • Image file type: JPG or PNG 
  • Ratio: 9:16 
  • Resolution: At least 1080 x 1080 pixels
  • Maximum file size: 30 MB
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Qualified Objective:

Traffic   Store

Specifications:

  • Image file type: JPG or PNG 
  • Ratio: 1:1
  • Resolution: At least 1080 x 1080 pixels
  • Minimum width: 500 pixels
  • Aspect ratio tolerance: 1%

Instagram Carousel Campaigns

Qualified Objective:

Brand Awareness

Reach Traffic

App Installs

Video Views

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • Consider leaving roughly 14% (250 pixels) of the top and bottom of the image or video free from text and logos to avoid covering these key elements with the call to action.
  • Image file type: JPG or PNG
  • Video file type: MP4, MOV or GIF
  • Ratio: 1:1
  • Resolution: At least 1080 x 1920 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 15 seconds
  • Aspect ratio tolerance: 1%

Qualified Objective:

Brand Awareness

Reach

Traffic

App Installs

Lead Generation

Messages

Conversions

Catalogue Sales

Store Traffic

Specifications:

  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels
  • Number of carousel cards: 2 to 10
  • Image maximum file size: 30 MB
  • Video maximum file size: 4 GB
  • Video duration: 1 second to 2 minutes
  • Aspect ratio tolerance: 1%