Ad Creative Sizes and Ratios for Every Meta Placement (Cheat Sheet)

One of the most-asked questions in Meta Ads is simply: what size should my image or video actually be? Here's a practical reference so you're not guessing every time you set up a new ad.

Feed (Facebook and Instagram)

• Square (1:1) — safest all-around choice for feed

• Vertical (4:5) — takes up more screen space, generally higher engagement than square

Stories and Reels

• Vertical (9:16) — full-screen, required for Stories and Reels to avoid cropping

• Keep key text and logos within the middle ~60% of the frame — top and bottom areas get covered by UI elements like profile name and CTA buttons

In-stream and Audience Network video

• Landscape (16:9) — matches the horizontal video players used in these placements

• Square also works as a fallback if you don't have a dedicated landscape cut

A simple starting kit

If you only have time to build a few versions of a creative, prioritize: one 1:1 or 4:5 for feed, one 9:16 for Stories/Reels, and one 16:9 if you're running in-stream or Audience Network placements. That covers the vast majority of impressions without needing ten unique files.

Once you have these core ratios, upload them together in Ads Manager — Meta will automatically group same-image variants, so you're not eating into your ten-creative limit just by covering your ratios properly.