Ad specs / Meta (Facebook and Instagram)
Meta (Facebook and Instagram) ad specs and character limits
Meta (Facebook and Instagram) ad character limits, image sizes and hard floors. Every figure quoted from Meta (Facebook and Instagram)'s own documentation with the date it was read, 2026-08-09.
read 2026-08-09 Source: https://www.facebook.com/business/ads-guide
Character limits and sizes
| Placement | Headline | Body text | Max file |
|---|---|---|---|
| Facebook Feed: image 4:5 1440 x 1800 | 27 | 150 | 30 MB |
| Instagram Feed: image 4:5 1440 x 1800 | 40 | 125 | 30 MB |
Where two numbers are given, the first is what stays visible and the second is what the field accepts. They're different questions. Copy over the cap gets rejected at upload. Copy over the visible limit runs, and gets cut off. Most guides publish only one of the two.
- Which call-to-action buttons this platform offers.
- Which ad categories are restricted here, and what declaring one does to your targeting.
- How this platform tracks conversions, and its default attribution window.
Listed rather than omitted. A spec sheet with no gaps is either complete or hiding something, and from the outside those look identical.
Count these before you paste
AdPlaybook holds this spec as dated data and checks a finished campaign against it — character counts, audience floors, forbidden exclusions — before you paste anything into Meta Ads Manager. It is arithmetic, not a judgement call, so it runs on every campaign and costs nothing.