Let me save you 20 minutes of scrolling through spec sheets. Meta has 25+ placements, but three aspect ratios cover roughly 90% of all ad delivery: 4:5 vertical (1080 x 1350 px) for Feed placements. This is what Meta recommends as the default Feed format. It takes up 25% more screen space than square on mobile. More screen space means more attention. More attention means better CTR. 9:16 vertical (1080 x 1920 px) for Stories, Reels, and all full-screen placements. This is the only ratio that fills a phone screen completely. With Instagram Explore feed being retired in January 2026 and that traffic flowing into Reels, 9:16 has become even more important. 1:1 square (1080 x 1080 px) as the universal fallback. Works across 80%+ of placements. Required for carousel cards. Still the safest option when you can only produce one size. If you build creatives at these three sizes, you’ll cover Feed, Stories, Reels, Threads, Messenger, Marketplace, and most of Audience Network. Everything else is a niche case. Every Meta Ads Placement in 2026 Here’s the full list of placements available across Meta’s ecosystem, organized by platform. Some of these are familiar. A few are new. Facebook: Facebook Feed Facebook Marketplace Facebook Video Feeds Facebook Right Column (desktop only) Facebook Stories Facebook Reels Facebook In-Stream Video Facebook Search Results Instagram: Instagram Feed Instagram Stories Instagram Reels Instagram Explore Home (grid tiles only; the scrollable Explore feed was removed in January 2026) Instagram Profile Feed Threads: Threads Feed (rolled out globally in January 2026; supports image, video, and carousel ads) Messenger: Messenger Inbox Messenger Stories Sponsored Messages Audience Network: Native ads Banner ads Interstitial ads That’s 20+ distinct surfaces. Each one has slightly different dimension preferences, safe zones, and format support. The good news is that the three ratios from above cover the vast majority of them. The table below gives you the exact specs. Complete Meta Ads Dimensions Breakdown by Placement Here’s every placement with its recommended dimensions, aspect ratio, and supported formats. Bookmark this. Placement Recommended Size Aspect Ratio Image Video Carousel Facebook Feed 1080 x 1350 4:5 Yes Yes Yes (1:1) Instagram Feed 1080 x 1350 4:5 Yes Yes Yes (1:1) Threads Feed 1080 x 1350 1:1 or 4:5 Yes Yes Yes Facebook Stories 1080 x 1920 9:16 Yes Yes Yes Instagram Stories 1080 x 1920 9:16 Yes Yes Yes Facebook Reels 1080 x 1920 9:16 No Yes No Instagram Reels 1080 x 1920 9:16 No Yes No Facebook In-Stream 1920 x 1080 16:9 No Yes No Facebook Marketplace 1080 x 1080 1:1 Yes Yes Yes (1:1) Facebook Right Column 1080 x 1080 1:1 Yes No No Facebook Search 1080 x 1080 1:1 Yes Yes Yes (1:1) Facebook Video Feeds 1080 x 1350 4:5 No Yes No Instagram Explore Home 1080 x 1080 1:1 Yes Yes No Instagram Profile Feed 1080 x 1350 4:5 Yes Yes No Messenger Inbox 1080 x 1080 1:1 Yes Yes Yes (1:1) Messenger Stories 1080 x 1920 9:16 Yes Yes No Audience Network Native 1200 x 628 1.91:1 Yes Yes No Audience Network Banner 1200 x 628 1.91:1 Yes No No Audience Network Interstitial 1080 x 1920 9:16 Yes Yes No Key notes: Carousel cards always use 1:1 (1080 x 1080) regardless of placement. Using 4:5 for carousel cards can cause unpredictable cropping. Threads supports both 1:1 and 4:5. Images taller than 4:5 get center-cropped to 4:5, so don’t upload 9:16 for Threads Feed. Reels placements are video only. No static images. Right Column is desktop only and renders small on screen. Keep text large and visuals simple. In-Stream is the one placement where 16:9 horizontal still makes sense since users are watching longer video content. Supported Ad Types by Placement Not every placement supports every format. Here’s a clearer breakdown: Single Image Ads work on: Feed (FB + IG), Threads, Stories, Marketplace, Right Column, Search, Explore Home, Messenger, Audience Network. Basically everywhere except Reels and In-Stream. Single Video Ads work on: Feed (FB + IG), Threads, Stories, Reels, In-Stream, Video Feeds, Marketplace, Search, Explore Home, Messenger, Audience Network. The most broadly supported format. Carousel Ads work on: Feed (FB + IG), Threads, Stories (9:16 cards), Marketplace, Search, Messenger. Not available on Reels, In-Stream, Right Column, or Explore Home. Collection Ads work on: Feed (FB + IG), Stories, Reels, Marketplace, Search. Note: as of March 2026, Collection format was removed from Ad Setup and is now accessible through Ad Creative within Format Display settings. The production priority for most advertisers: If you can only produce one format, make it a short vertical video (9:16, under 30 seconds). It runs on the most placements with the highest engagement rates. Add a 4:5 version for Feed and a 1:1 crop for carousels and fallback placements. The 2026 recommendation is to create vertical 9:16 as your primary format and adapt to other aspect ratios as needed. Meta Ads Safe Zones: Where Your Content Gets Hidden This is the part that trips people up the most. You design a beautiful 9:16 Stories ad, upload it, and your headline is hidden behind Meta’s profile icon at the top and your CTA is buried under the swipe-up button at the bottom. Safe zones are the areas on screen where Meta’s UI elements (profile pictures, usernames, buttons, captions, engagement icons) sit on top of your creative. You need to keep important content out of those areas. Stories and Reels (unified since March 2026): As of March 2026, Meta consolidated Facebook Stories, Facebook Reels, Instagram Stories, and Instagram Reels into a single safe zone: Top 14% (~250 px on 1080 x 1920): Profile icon, username, “Sponsored” label Bottom 20 to 35% (~340 to 670 px on 1080 x 1920): CTA buttons, engagement icons, caption Sides 6% (~65 px on each side): Device edge variance Practical rule: Keep your headline, logo, and any text you care about in the center 1080 x 1420 area of your 1080 x 1920 canvas. Surfside PPC’s analysis recommends exactly this safe area for Stories creatives. Feed placements: Feed is more forgiving. The main risk is text truncation in the copy fields (primary text cuts off after 125 characters on mobile), but the visual creative itself doesn’t get overlaid with UI elements. Threads: Threads crops images taller than 4:5 with a center crop. Design for 4:5 as your maximum vertical ratio for Threads, even if you’re designing 9:16 for Stories. Use Meta’s Placement Asset Customization to assign different ratios per placement. Pro Tip: Toggle on the Safe Zone Guardrail in Ads Manager during ad setup. It overlays safe and unsafe regions directly on your creative preview. Cycle through each placement to check. Takes under 2 minutes per ad. Meta Video Ad Specs (The Technical Stuff) For video ads across all placements, here’s what Meta requires: Spec Requirement File format MP4 or MOV (MP4 preferred) Codec H.264 Audio AAC, 128kbps+ (stereo recommended) Frame rate 30 fps or lower Max file size 4 GB (aim for under 1 GB for reliable processing) Min resolution 1080p recommended Duration: Feed Up to 240 minutes (shorter is better) Duration: Stories Up to 120 seconds Duration: Reels Up to 90 seconds Duration: In-Stream 5 to 15 seconds recommended Captions Strongly recommended. 85% of Facebook video is watched without sound The practical advice: Export at 1080p, H.264, under 1 GB, with burned-in captions. Don’t over-compress. Meta’s compression will handle the rest. Pre-compressing before upload often causes double-compression artifacts that make your video look worse, not better. What Changed in Meta Ads in 2026 A few things shifted this year that affect how you think about creative production: Instagram Explore Feed removed (January 2026). The scrollable Explore feed is gone. Ads that ran there now deliver through Reels. Explore Home (the grid-tile layout when you tap the Explore tab) still exists and uses 1:1. This means more delivery flowing into 9:16 Reels inventory. Stories and Reels safe zones unified (March 2026). You no longer need separate safe zone specs for Stories vs Reels. One template covers both. Threads ads rolled out globally (January 2026). Threads now supports image, video, and carousel ads. Specs are similar to Instagram Feed: 1:1 or 4:5 recommended. CPMs on Threads tend to be lower than Feed or Stories since the placement is still early. Flexible Format removed from Ad Setup (March 2026). The single toggle that handled format automation was removed. Its features are now distributed across Format Display […]

If you’ve set up a new Meta campaign recently and excluded a placement like Audience Network or Facebook Right Column, you might have noticed something different. Meta now gives you a checkbox that says: Up to 5% of your budget is spent for each excluded placement when it’s likely to improve performance. And that checkbox is turned on by default. That means when you exclude a placement, Meta doesn’t fully exclude it anymore. Not unless you go back and manually uncheck that box. Your “excluded” placement can still receive up to 5% of your ad set budget. And that 5% applies per excluded placement, not total. If you’ve excluded 4 placements, that’s potentially 20% of your budget going to places you specifically said you didn’t want. As PPC Land documented when the feature first appeared: “Campaigns with multiple placement exclusions could see significantly more than 5% of total budget directed to placements advertisers intended to avoid.” This is part of Meta’s broader push toward algorithmic control over placement delivery. They’ve been steadily removing manual controls since 2024: detailed targeting exclusions were eliminated in January 2025, Dynamic Media was enabled by default for Advantage+ Catalog ads by October 2025, and now placement exclusions have this soft override baked in. The logic from Meta’s side makes sense. Their data shows that Advantage+ Placements (where Meta chooses everything) generally delivers lower cost per result because the algorithm has maximum flexibility to find cheap impressions wherever they exist. By sneaking 5% of spend into “excluded” placements, Meta is trying to prove that those placements can contribute to your results. The problem is that many advertisers exclude placements for good reasons: brand safety concerns with Audience Network, low-quality traffic from specific surfaces, or simply because they’ve tested those placements and they don’t convert for their offer. A default opt-in that overrides those decisions without clear notice is frustrating. Let me walk you through how to actually control your placements in 2026. How Placement Control Works at the Ad Set Level At the ad set level, you have two options: Advantage+ Placements (default). Meta decides where your ads run across all 25+ placement options. You give up control, and the algorithm finds the cheapest impressions. This is what Meta recommends for most advertisers, and honestly, for purchase-optimized campaigns with strong pixel data, it often works fine. The algorithm is good at finding cost-efficient impressions. Manual Placements. You choose exactly which platforms (Facebook, Instagram, Messenger, Audience Network) and which surfaces within them (Feed, Stories, Reels, Marketplace, Search Results, etc.) your ads appear on. This gives you full control. When you select Manual Placements and deselect specific placements, this is where the 5% spending feature kicks in. After you exclude placements, look for the checkbox that allows Meta to spend limited budget on those excluded surfaces. It may appear as a recommendation or as a checked option within the placement settings. The catch: This feature currently applies to Sales and Leads campaign objectives. If you’re running Traffic, Engagement, or Awareness campaigns, the behavior may differ. Check your specific campaign setup to confirm. For campaigns where you’re testing which placements work, leaving Advantage+ Placements on makes sense. You let Meta explore, collect data, and then review the breakdown reports to see which placements actually convert. But once you have that data and know that certain placements don’t work for you, switching to Manual Placements with genuine exclusions is a reasonable choice. Just make sure the 5% override isn’t silently undermining your exclusions. How Placement Control Works at the Account Level Meta also offers account-level placement controls. These apply to every campaign in the account, so you don’t need to remember to exclude specific placements each time you create a new campaign. To access account-level placement controls: Go to Advertising Settings in your Meta Ads Manager Select Placement Controls Toggle on “My business can only advertise on specific placements“ From here, you can exclude: Audience Network (ads on third-party apps and websites) Facebook Marketplace Facebook Right Column These account-level controls are separate from the ad set level placement selections. When you set an exclusion at the account level, it overrides any ad set level settings. Even if someone on your team creates a new campaign with Advantage+ Placements, the account-level exclusion will still apply. This is the cleanest way to permanently block a placement across your account. No checkboxes to worry about. No 5% overrides. The placement is simply off. However, if you want to exclude any specific placement like for example “Ads on Facebook Reels”, then you have to do this at the ad set placement control settings. When to use account-level exclusions: You’ve tested Audience Network extensively and it consistently delivers low-quality traffic for your business Your brand has content adjacency requirements that Audience Network can’t satisfy You have compliance or regulatory reasons that require restricting where your ads appear You want a “set it and forget it” solution that applies to all current and future campaigns Important: Account-level placement controls are only available for Auction campaigns. If you are running Reach and Frequency campaigns, then you need to manage your placement selection under your ad set placement control settings. Steps to Completely Remove a Placement If your goal is to fully block a placement with zero spend leaking through, here’s the process. Option A: Account-Level Block (Recommended for Permanent Exclusions) Open Meta Ads Manager Go to Advertising Settings (gear icon > Advertising Settings) Click Placement Controls Toggle on “My business can only advertise on specific placements“ Uncheck the placements you want to block (Audience Network, Marketplace, Right Column) Click Review Changes and then Apply Wait up to 48 hours for changes to take effect across existing campaigns This is the safest method to get rid of Audience Network, Marketplace, Right Column. It applies to everything in the account and isn’t affected by the 5% spend checkbox at the ad set level. For additional placements, consider option B. Option B: Ad Set Level Block (For Per-Campaign Control) Create or edit your campaign At the ad set level, scroll to Placements Click on Show more settings to make Placement controls visible. Click and expand Placement controls Uncheck the placements you want to exclude. Look for a checkbox saying “Allow limited spending to excluded placements“. This is the option that allows Meta to spend up to 5% on excluded placements and will appear only after excluding placements. Uncheck this box. Save and publish If you don’t uncheck the box on step 6, your “excluded” placements will still receive up to 5% of your ad set budget each. Option C: Combine Both for Maximum Protection Use account-level controls to permanently block placements you never want (like Audience Network), and use ad set level controls for per-campaign adjustments (like excluding Stories for a campaign that doesn’t have vertical creative). How TheOptimizer Handles Placement Optimization Automatically Here’s the approach I recommend for experienced buyers who want the best of both worlds: algorithmic flexibility for discovery, automated protection against waste. Instead of manually excluding placements upfront (which limits Meta’s ability to find cheap impressions), start with Advantage+ Placements or a broad manual placement selection. Let Meta explore. Then use automation rules to cut underperforming placements based on actual data. TheOptimizer connects to Meta’s API and lets you build rules that automatically block placements based on performance thresholds. Here’s what that looks like: Rule: Block Underperforming Placements IF Placement Spend > $X AND Placement CPA > Target CPA by 30% AND Placement Conversions < Y THEN Block Placement Run every 10 to 30 minutes This rule gives every placement a fair chance to prove itself. If a placement spends meaningful budget and doesn’t convert at an acceptable rate, it gets blocked automatically. No manual checking. No forgetting to review placement breakdowns. Why this is better than pre-excluding placements? You don’t miss hidden winners. Sometimes a placement you’d normally exclude turns out to work well for a specific creative or audience. Automated rules let it run until the data says otherwise. You respond to real data, not assumptions. Excluding Audience Network because “everyone says it’s bad” ignores the fact that for some offers and verticals, it converts at a very low CPC. Let the data decide. You handle the 5% problem automatically. Even if Meta’s 5% override sneaks spend into an excluded placement, your automation rules will catch it if that spend doesn’t convert. The placement gets blocked based […]

Before getting into budget sharing, let’s make sure the foundation is clear. Meta gives you two places to set your budget: at the campaign level or at the ad set level. Campaign Budget (CBO / Advantage+ Campaign Budget): You set one budget for the entire campaign. Meta distributes that budget across your ad sets automatically based on where it predicts the best results. This means Meta might put 70% of your budget into one ad set and 10% into another if it believes that’s where the conversions are. You give up control over per-ad-set spend in exchange for Meta’s optimization. Ad Set Budget (ABO): You set a separate budget for each ad set. Each one gets its own fixed daily amount. If Ad Set A gets $100/day and Ad Set B gets $100/day, that’s what they’ll spend (roughly), regardless of which one is performing better. CBO is good when you want Meta to chase performance across ad sets. ABO is good when you want controlled testing with equal spend per audience or creative. Use campaign budget when you have multiple ad sets and want Meta to push more spend toward the stronger one. Use ad set budget when you want stricter control, cleaner tests, or you need to protect spend across audiences. The problem with ABO has always been that it’s rigid. One ad set might be performing well and hitting its budget cap by 2 PM, while another is barely spending and delivering weak results. Your budget is locked on both sides. The strong ad set can’t spend more, and the weak one keeps spending its allocation anyway. Ad set budget sharing is Meta’s attempt to fix that rigidity without going full CBO. What Is Ad Set Budget Sharing? Ad set budget sharing is a feature that lets Meta redistribute up to 20% of one ad set’s daily budget to another ad set within the same campaign when it predicts better performance. According to Meta’s documentation: “We’ll share up to 20% of your ad set budget with other ad sets within this campaign when it’s likely to improve performance.” Here’s how it works in practice. Say you have two ad sets in a campaign, each with a $100/day budget: Without budget sharing: Each ad set spends up to $100. Total possible spend: $200. With budget sharing: If Meta believes Ad Set A has better opportunities, it can take up to $20 from Ad Set B’s budget and shift it to Ad Set A. Ad Set A now has up to $120. Ad Set B has $80. Total campaign spend stays the same. It’s a middle ground. You still set individual ad set budgets (unlike CBO where Meta controls everything), but you give the algorithm a little room to shift money toward what’s working. LeadEnforce’s analysis describes it well: “Budget sharing allows Meta to move up to 20% of one ad set’s daily budget into another active ad set inside the same campaign. The total campaign spend does not increase. Meta simply redistributes part of the budget toward stronger opportunities in real time.” This relates directly to the campaign structure decisions we covered in our campaign structure best practices guide. If you’re running ABO for creative testing, budget sharing adds a layer of flexibility that can improve your results without giving up the control that makes ABO useful for testing in the first place. When Is Budget Sharing Active (and When to Keep It On) Budget sharing appears as a checkbox when you’re using ad set budgets with two or more ad sets. In some accounts, it’s checked by default on new campaigns. In others, it’s opt-in. Check your ad set settings to confirm. Keep it on when: You’re running multiple ad sets that target similar or overlapping audiences and you want Meta to lean into whichever one is performing better on a given day. You’re in a scaling phase and want slightly more algorithmic flexibility without fully switching to CBO. You’re running broad targeting with diverse creatives across ad sets and want the budget to follow performance. Think of it as ABO with a soft CBO layer on top. You still control the base budget per ad set. But Meta gets permission to move up to 20% around based on real-time performance signals. For campaigns where you want the algorithm to have room to optimize but you’re not ready to give up ad set level budget control entirely, budget sharing is a solid option. How and When to Disable Ad Set Budget Sharing Disabling is simple. Go to your campaign settings, find the budget sharing checkbox, and uncheck it. When to turn it off: During controlled A/B tests. If you’re testing two audiences or two creative sets against each other, you need equal spend per ad set. Budget sharing breaks that controlled environment by shifting money toward whichever ad set shows early signals, which can skew your test results before you have enough data. When testing bidding strategies. If you’re comparing cost cap vs. bid cap across ad sets (which we covered in our bidding strategies article), budget sharing can muddy the results. One ad set getting 20% more budget than the other makes it hard to attribute performance differences to the bidding strategy alone. When you have very different audience sizes across ad sets. If Ad Set A targets a broad audience and Ad Set B targets a small retargeting list, budget sharing might drain the retargeting budget toward the broader audience since it has more opportunities. That’s not necessarily better. Your retargeting audience might have higher conversion quality even if it can’t absorb more spend. When you’re running TheOptimizer’s automation rules on per-ad-set budgets. If you’ve set up automation rules that adjust budgets based on ad set performance (for example, increasing budget by 20% when ROI is stable), budget sharing might affect the total spend of the ad set. The rule changes the budget based on the ad set’s performance, but in the meantime Meta is silently shifting 20% to or from that ad set. The two systems can work against each other. For campaigns managed through TheOptimizer, I generally recommend disabling budget sharing and letting the automation rules handle budget allocation instead. TheOptimizer’s rules run every 10 minutes with explicit logic you’ve defined, whereas budget sharing operates on Meta’s internal predictions with no transparency into why it shifted the money. The Impact on Campaign Spend This is the part most people miss. Budget sharing doesn’t just move money between ad sets. It can also affect how much you spend on a given day. Segwise’s budget analysis found a critical detail: “If you have turned on ad set budget sharing, you may spend up to 75% over the total of your daily budget plus the maximum shared budget per day.” That’s worth reading twice. Without budget sharing, Meta can already spend up to 25% over your daily ad set budget on high-opportunity days (a $100 budget might hit $125). With budget sharing enabled, that overspend cap increases to 75%. So a $100 daily budget with sharing enabled could theoretically hit $175 on a strong day. Meta balances this over a 7-day window. Your weekly spend won’t exceed 7x your daily budget. But the day-to-day fluctuations can be more extreme with sharing turned on. What this means for budget planning: If you set ad set budgets with the expectation that each one will spend roughly its daily amount, budget sharing can introduce surprises. One ad set might spend 40% over its budget on a Tuesday while another spends 30% under. Over the week, it evens out, but on a daily basis the numbers look volatile. For advertisers who need predictable daily spend (client-managed accounts with fixed daily caps, or campaigns where overspend triggers compliance issues), this matters. Turn sharing off and accept the trade-off of slightly less algorithmic flexibility. Control your budgets with precision! TheOptimizer lets you build budget rules that run every 10 minutes across all your Meta ad accounts. Scale winners, protect losers, and maintain the spend control that budget sharing can undermine.   Get Started for Free FAQ Is ad set budget sharing the same as Campaign Budget Optimization (CBO)? No. CBO gives Meta full control over budget distribution across ad sets. Budget sharing still lets you set individual ad set budgets but allows Meta to move up to 20% between them. CBO can put […]