A Guide to Facebook and Instagram Lead Ad Sizes and Formats

Looking to create irresistible Facebook and Instagram lead ads but feeling a bit overwhelmed by all the technical jargon? Worry not! We’ve got you covered with this simple, straightforward guide. Let’s dive right in!

What Are Lead Ads?

First things first, what exactly is a lead ad? It’s a two-part package consisting of an ad unit (either an image or video) and an instant form. When users click on your ad, they’ll see your form. Simple as that!

Check out our guide to creating a Facebook lead ad campaign.

Facebook Lead Ads: The Essentials

Images 🖼️

• File Type: JPG or PNG
• Image Size: 1,080 x 1,080 pixels
• Aspect Ratio: 1:1
• Primary Text: Up to 125 characters
• Headline: Up to 40 characters
• Description: Up to 30 characters

Pro Tip: Stick to these guidelines to ensure your image looks crisp and your text doesn’t get cut off on smaller screens.

Videos 🎥

• File Type: MP4 or MOV
• Length: Up to 15 seconds (but can be as long as 240 minutes)
• Aspect Ratio: 4:5
• Video Requirements: H.264 compression, high profile preferred, square pixels, fixed frame rate, progressive scan
• Primary Text: Up to 125 characters
• Headline: Up to 40 characters

Pro Tip: Shorter videos are more likely to be watched in full, so keep it snappy!

Instagram Lead Ads: What You Need to Know

Images 📸

• File Type: JPG or PNG
• Image Size: Choose from 600 x 315 pixels, 600 x 600 pixels, or 600 x 750 pixels
• Aspect Ratio: Landscape (1.91:1), Square (1:1), or Vertical (4:5)
• Primary Text: Up to 125 characters
• Headline: Up to 40 characters
• Description: Up to 30 characters

Videos 📹

• File Type: MP4 or MOV
• Length: Up to 15 seconds (but can be as long as 120 minutes)
• Aspect Ratio: 4:5
• Video Requirements: H.264 compression, high profile preferred, square pixels, fixed frame rate, progressive scan
• Primary Text: Up to 125 characters
• Headline: Up to 40 characters

Pro Tip: Just like with Facebook, shorter videos are more engaging, so aim to keep your content concise.

Wrapping Up

And there you have it! A simple guide to help you navigate the world of Facebook and Instagram lead ads. For a more comprehensive list of design specifications, check out Meta’s Design Specs help doc.