12 types of facebook ads

12 Types of Facebook Ads – The Complete List

Did you know that there are 12 types of Facebook Ads you can choose from? This means that you have plenty of options when it comes to putting your business in front of your target market. 

Most people forget Facebook as a whole is a family of applications. Their reach extends well beyond their social network and includes Instagram, Messenger, and Whatsapp. 

Each ad can be broken down into 2 components: the format (what it looks like) and the placement. We’ll briefly touch on some placements in this article, but there will be a separate post in the future which does a thorough breakdown of all possible placements.

For a full breakdown of the ad level, check out my Facebook Ads Guide post for more info. 

Video - Types of Facebook Ads

video - types of facebook ads

According to Hubspot, online video accounts for 50% of all online traffic. That’s not a number to sneeze at. 

As time progress, more and more people will be coming online. More likely than not, they will come online via a mobile phone. 

If you want a chance at catching this new wave of people, then you need to be employing video in your advertising strategy. 

Videos can range from 1 second to 240 minutes, depending on the ad placement. Video captions and sounds are both optional but recommended. 

The aspect ratio of a video ad can range from 9:16 to 16:9.


Single image ads are probably the easiest and most straightforward to make. However, this does not undermine its effectiveness. 

As Facebook puts it, a single image ad “gives you a clean, simple format to use with inspiring imagery and engaging copy.”

Single Image Ads can be used with just about every ad objective, but there are 3 use-cases where they’re especially useful: 

  • When you want to drive people to your website.
  • When you need to create an ad quickly.
  • When you want to raise awareness of your products. 

Collection - Types of Facebook Ads

Collection is an ad format that allows people to move from discovery to purchase in a smooth, immersive way. 

This ad format works best for e-commerce owners that have a catalog of 4 or more products. Each collection ad contains a primary image or video at the top. Below that, there are 4 accompanying images that are arranged in a grid-like layout. 

People who click on your ad will be taken to a fast-loading post-click experience that’s powered by Instant Experience. We will talk more about Instant Experience in a later section. 

This template works well if you have a particular product that you want to highlight, followed by related products. From there, you can direct people to your website or app to make a purchase. 

Note: Want to be part of my journey as I hit my first $10,000 month online? Click here to get on the list. 


Credit: buffer.com

Carousel Ads allows you to show 2 or images/videos in a single ad. Each image/video is referred to as a “card” and you can have up to 10 cards per ad unit. Each card can have its own unique headline, link, and/or call-to-action. 

You can allow Facebook to optimize the order of the carousel cards so that the most frequently clicked are shown first. However, if you’re using your carousel ads to tell a narrative, you might want to opt-out of this. 

Here are some ideas for using carousel ads:

  • Feature multiple products that link to different landing pages.
  • Highlight multiple features of the same product.
  • Tell a story.
  • Explain a process. 

Slideshow - Types of Facebook Ads

Want to make video ads on a budget? With some pictures, sounds, motion, and text, anything is possible. 

Slideshow ads can be made directly inside Facebook and offer most of the experiential benefits that video provides. You can even use an existing video to create a slideshow.

Slideshow ads are beneficial to the end-user because they use up to 5 times less data than a traditional video ad. It might be a good idea to use slideshow ads in markets where people have a slower connection and/or older devices.

Instant Experience - Types of Facebook Ads

Instant Experience is a full-screen experience exclusive to mobile devices. It opens up after someone clicks on your ad. It works with most ad formats like single image, video, carousel, and collection. 

You can even link 2 or more Instant Experiences together to help people discover related content. You’re allowed to add videos, photos, carousels, and forms within your Instant Experience. 

Instant Experiences are best used for quickly catching the attention of your target market. They load quickly and expands to full-screen to create a truly immersive experience. 

You can tell your brand’s story through Instant Experiences and mark clear paths through your experience with descriptive text, buttons, and links. 

Lead Generation

Filling out forms on mobile can be difficult at times. Some people can’t be bothered to do it.

Facebook helped to streamline the process with the introduction of lead ads. They can be used with image, video, or carousel, which allows room for creativity. 

When somebody taps on your ad, a form pops up with their information pre-filled. In just a few taps, you can capture their contact information in exchange for the value promised in the ad. 

Since lead ads do most of the work when it comes to filling out the contact form, people are more likely to complete them. 

You can even sync your lead ads with a supported CRM so your sales team can follow up with them as soon as they come in. 

Offers - Types of Facebook Ads

Credit: Facebook Blueprint

Offers are special deals that you can share with your customers on Facebook. You can also use them to attract new ones as well. 

You can design your offer to appear as an image, video, or carousel. To redeem your offer, you can either direct customers to go online, in-store, or both. 

If someone were to save your offer, they will get reminder notifications to use it before it expires. 

Post Engagement

When people see a lot of reactions and comments on a Facebook post, it acts as a form of social proof. If they see your post in their news feed, there’s a greater likelihood that they’ll stop and see what it’s about. 

You can use an existing post on your Page as a Post Engagement ad or create one from scratch. 

When you use an existing post as an ad, it is sometimes referred to as “boosting” a post. This helps to increase its reach and puts your content in front of people who are likely to do business with you. 

There are 9 types of engagement that falls under Post Engagement: 

  • 3-Second Video Plays
  • Post Reactions (Like, Love, Sad, etc.)
  • Post Shares
  • Link Clicks
  • Post Saves
  • Photo Views
  • Post Comments
  • Question Follows
  • Question Answers

Event Responses

Credit: Vici Media

Event response ads are specially designed to increase awareness of your event and generate responses. Your event ad can be in the form of a video or image. 

In order to create an event response ad, you’ll need to create an event first. You must also be a Page Admin or Editor and a co-host of the event you want to promote. 

If your goal is to sell more tickets, then you should use either the Traffic or Conversions objective. Creating an event ad using one of these objectives will show a “Get Tickets” button to people who see your ad.

On the other hand, if you want more responses to your event, then use the Engagement objective. Creating event ads with this objective will show an “Interested” button to people who see your ad. 

Note: Want to be part of my journey as I hit my first $10,000 month online? Click here to get on the list. 

Page Likes - Types of Facebook Ads

Page likes ads are used to drive users to like your page. Your ad can be in the form of a video or an image that’s masked to a ratio of 1.91:1. 

We’ll talk more about aspect ratios in another post. 

Page likes used to hold a lot of value back in the day, but have since been de-emphasized due to multiple News Feed algorithm updates. 

However, a Facebook Page with a lot of likes does act as a form of social proof.

Dynamic Ad

Dynamic ads automatically promotes products to people who have expressed interest in your business either on your website, in your app, or elsewhere on the internet. 

You can create dynamic ads using single image, carousel, or collection ad format. Instead of creating individual ads, you create an ad template that automatically uses images and details from your catalog. 

Before you can create a dynamic ad, there are a few things you need to setup.

You’ll have to:

  • Create a catalog
  • Install the Facebook pixel
  • Connect your pixel to the catalog. 

Create a Catalog

Your catalog contains product information for all the items you’d like to advertise. Within the catalog, you can create product sets to control which types of items appear in your ads. 

Install The Facebook Pixel

The pixel is a piece of code that you add to your website. It allows you to understand the actions that people take on your website. To run dynamic ads, your pixel code must include certain events such as “ViewContent”, “AddToCart”, and “Purchase”.

Connect Your Pixel To The Catalog

This connection allows you to show items from your catalog to people who previously searched for or interacted with those items. 

Note: Want to be part of my journey as I hit my first $10,000 month online? Click here to get on the list. 

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