Facebook, Instagram and LinkedIn Advertising Specifications

If you’re trying to run a successful business in 2021, then you should be actively trying to create relevant and engaging social media ad campaigns.

And that, my friends, is easier said than done. 

You see, Meta and Microsoft like to make each platform as unique as possible, and that means that what works on one channel won’t be a good fit on another. Ad campaigns will only get you the ROI you’re aiming for if they follow the very platform-specific ad specifications (specs) and design guidelines. All content–images, video, aspect ratios, story ads, file types and sizes…everything needs to be tailored to the platform’s ad specs. And did we mention maximum durations?

Running ads that don’t give the customer the best possible experience because of faulty specs or content that doesn’t load spells disaster for your digital marketing efforts that, nowadays, are hinged so tightly on paid social media. Do you want to risk losing money and followers?

If you’re sitting there feeling a little overwhelmed, don’t sweat. Let’s break down the specs for each platform and set you up for success in running effective ads on LinkedIn, Instagram and Facebook.


On the platform, Facebook Feed ads occupy the most real estate and are ideal for driving traffic to your website. Desktop users are more conversion-friendly than mobile users, and Facebook Feed ads are just the ticket to catch their attention. Feed ads are cost-effective and help reach users who may not be familiar with your brand yet. They have a high click-through rate and low cost-per-conversion.

On Facebook, you want to focus on your message and make sure your ads are previewed so you know what they’ll look like to your audiences across all devices. Creative Hub is a good tool to look over your ads before launching them.

Image Feed ads and Video Feed ads are both eye-catching, but video ads are more effective; the stats don’t lie. Viewers will remember 95% of what they see in a video ad, but only 10% of what they glance in an image with text. Although Facebook allows videos of up to 240 minutes, the ideal length is 15 seconds or shorter. Another option is In-Stream ads. These are 5-15 second ads that users can’t skip and that are inserted into regular Facebook videos (similar to what YouTube does). Thanks to ad targeting, In-Stream ads are tailored to the user so different audiences will see different ads.

While there are many other ad options available on the platform (Right-Column ads, Instant Article ads, Marketplace ads, Carousel and Collection ads, etc.) the ones mentioned above get you the most marketing and ROI bang for your buck.

Facebook Ad Specs

Here is a breakdown of the nitty-gritty in terms of image, video, character limit specs etc.


While Facebook is a great platform, ads on Instagram generate 10x higher engagement rates (you read that right!). Instagram Feed ads look like regular IG posts and are mobile-only. If you’re looking for high marketing ROI, increased brand awareness, getting lots of click-throughs while also saving money, then Insta is your friend. Instagram Image and Video Feed ads can be formatted as vertical horizontal or square to meet your needs.

Instagram has a handy, built-in analytical tool that allows you to quickly and easily evaluate your ad performance metrics.This insight tool will equip you with the data you need to tweak your ad campaign as needed for maximum ad optimization.

Instagram also has Slideshow ads, which allow you to upload up to 10 images or media-rich slides (you can embed music and effects). This is perfect for SaaS companies or businesses looking to showcase multiple products or services, include demos or tell their unique brand story.

Other ad formats include Lead ads and Carousel Feed ads and IGTV ads.

Instagram Ad Specs

Here is a guide to the nitty-gritty in terms of image, video, aspect ratio specs etc.


LinkedIn is by far the most effective platform for building relationships with professionals in your industry and networking within the LinkedIn community. For higher click-through rates on here, prioritize larger visuals for your content. The platform also has a great tool that can easily be leveraged to collect leads: Lead Gen Forms. It automatically pulls personal profile data from users into a simple form that can easily be submitted by members with a few clicks. Voila!

LinkedIn Carousel ads are an excellent way to showcase your company’s story in a fun, interactive way. It’s also an ideal format for powerful CTAs (calls to action). Use Carousel ads to build brand awareness, increase website traffic and boost lead generation.

Other ad formats on LinkedIn include Text Ads and Dynamic Ads.

LinkedIn Ad Specs

Here’s a detailed guide to image, video and other ad specs on LinkedIn.


Whichever platform (or ideally, combination of platforms) you use to generate leads, drive traffic to your website and increase your reach, make sure you are optimizing your ads by respecting the unique specs of each channel. A rock-solid and successful digital marketing plan is only as good as the perfectly-crafted ad campaigns that it stand on. Nailing your advertising is a huge step toward building growth and sustainability for your business.

If you’re looking to optimize or build your advertising on Facebook, Instagram or LinkedIn, we’re here to help! Megan Killion Consulting is a team of experienced, professional experts who can take over your advertising and marketing so you can get back to what matters. Contact us today so we can discuss your business needs and how we can help your business thrive.