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Platform Playbook
The largest ad network with the deepest targeting — ideal for lead gen, retargeting, and broad-reach campaigns.
What you will learn
Exact image specs for every placement
Best ad formats for this platform
Audience profile and user behaviour
Data-backed actionable tips
What to avoid on this platform
Safe zones and technical limits
1Overview
Facebook remains the most versatile paid social platform. Its strength is in targeting depth (custom audiences, lookalikes, interest stacks) and format variety. Feed, Stories, Marketplace, Right Column, and Instant Articles all accept image ads. Dynamic Product Ads and Lead-Gen forms are particularly strong here due to Meta Pixel integration.
2Image Specifications
Image specs by placement
| Placement | Dimensions | Max Size | Safe Zone |
|---|---|---|---|
| Feed | 1200 × 628 px (1.91:1) or 1080 × 1080 px (1:1) | 30 MB | Full frame |
| Stories | 1080 × 1920 px (9:16) | 30 MB | Top/bottom 250 px clear |
| Right Column | 1200 × 628 px | 30 MB | Full frame |
| Marketplace | 1200 × 628 px | 30 MB | Full frame |
3Best Formats
Best ad formats for Facebook
Single ImageCarouselDynamic ProductLead GenerationInstant ExperienceCollection
4Audience Profile
Who uses this platform?
Ages 25–65+, broad demographics, strong for B2B and local businesses. Highest time-on-platform for 35+ age groups.
5Pro Tips
Tips for success on Facebook
1Use 1.91:1 for Feed link ads and 1:1 for engagement — test both
2Dynamic Product Ads with Meta Pixel deliver the highest ROAS for e-commerce
3Lead-Gen forms with fewer than 4 fields convert 2x higher
4Instant Experience loads 15x faster than mobile landing pages
5Test Advantage+ creative optimisation for automated A/B testing
6Avoid
What to avoid on Facebook
Ignoring mobile preview (85% of Facebook traffic is mobile)
Using the same creative for Feed and Stories without resizing
Skipping the Meta Pixel — you lose retargeting and optimisation data
Next Step
Start advertising on Facebook
Follow a hands-on tutorial to create your first image ad on this platform using ZorgSocial.