If you’re running Facebook ads in 2025, knowing the optimal ad sizes and primary text length is essential. Every format and placement has its own set of specifications that can influence how your audience sees and engages with your message.
Getting the primary text length right ensures your message is clear, engaging, and displayed properly across different devices and ad formats. Similarly, using the correct ad sizes helps your images and videos stand out without cropping or distortion. These elements work together to drive better engagement and boost your overall return on investment (ROI).
In this guide, you’ll discover the optimal primary text length for Facebook ads and learn how ad sizes vary across Feed, Carousel, Stories, and other placements. We’ll also share best practices for crafting compelling text and tools for testing ad performance.
Understanding the Role of Primary Text in Facebook Ads
Primary text plays a central role in the effectiveness of your Facebook ads. It is the main text that accompanies your ad visuals and provides context, details, and motivation for users to take action. Appearing above images, videos, or carousels, the primary text is the first thing users notice when scrolling through their feeds or interacting with other ad placements.
What Is Primary Text in Facebook Ads?
The primary text is the core message of your ad, displayed prominently above the creative assets. It varies slightly across Facebook ad formats and placements:
Feed Ads: Primary text appears directly above the image or video, making it a critical element of the user’s first impression.
Carousel Ads: Each card in a carousel allows for unique primary text, providing flexibility to tell a story or highlight multiple products.
Stories and Reels: While these formats are more visual, the primary text is integrated into the overall experience to provide clarity and actionable insights.
Whether introducing a product, offering a discount, or encouraging users to visit your website, the primary text provides the words that support your visuals and call-to-action (CTA).
Why Does Primary Text Matter?
Your primary text acts as the voice of your ad. It bridges the gap between what your audience wants and the value your brand offers. When crafted thoughtfully, it:
Captures Attention: Clear, concise text hooks users and keeps them engaged.
Delivers Your Value Proposition: It explains why your product matters and connects with users' needs or pain points.
Boosts Engagement: Well-written primary text can significantly increase click-through rates (CTR) by aligning the message with user intent.
From the first impression to the final click, primary text influences whether users pause, read, and act on your ad. By getting it right, you set the stage for higher engagement and better results. In the next section, let’s focus on determining the ideal length for primary text to ensure your ads perform at their best.
Optimal Primary Text Length for Facebook Ads
When crafting effective Facebook ads, the primary text must be concise and targeted. Each format has specific text limits to ensure your message remains impactful and visible across devices. Striking the right balance between brevity and clarity helps your ads grab attention and drive action.
Recommended Primary Text Length by Format
Feed Ads: Aim for 125 characters or fewer to ensure your message is fully visible and engaging. This length works well for both desktop and mobile views.
Stories and Reels: Keep the text between 70 and 100 characters. Since these formats are highly visual, the primary text should complement the visuals without overshadowing them.
Carousel and Marketplace Ads: The maximum number of characters per card should be 125. This will keep the message concise and prevent truncation when users swipe through the carousel or browse the Marketplace.
Tips for Adapting Text for Mobile Viewing
Since a significant portion of Facebook users browse on mobile devices, tailoring your text for smaller screens is critical:
Prioritize Key Information: To capture attention immediately, include essential details, such as offers or CTAs, in the first few words.
Test Across Devices: Preview your ads in Facebook Ads Manager to ensure they look great on both desktop and mobile.
Following these guidelines will ensure that your primary text remains clear and compelling, regardless of the ad format or device. Now that we’ve covered text length let’s explore the different Facebook ad types and their corresponding ad size specifications.
Facebook Ad Types and Corresponding Ad Sizes
Understanding the specifications for each Facebook ad type is essential for creating ads that look professional and perform well. Each format and placement has unique requirements to ensure optimal display across devices.
Feed Ads
Feed ads appear directly in users’ news feeds, blending seamlessly with organic content. This placement supports various ad formats, including single images, videos, and carousel cards.
Image Specs: 1080 x 1080 pixels (1:1) or 1200 x 628 pixels (1.91:1).
Video Specs: 1080 x 1080 pixels (1:1) or 1080 x 1350 pixels (4:5).
Text Limits: Primary text: 125 characters, Headline: 40 characters, Description: 30 characters.
Feed ads perform best when the visuals are clear, the text is concise, and the CTA encourages immediate action.
Carousel Ads
Carousel ads allow you to showcase multiple products or tell a story through up to 10 swipeable cards. Each card can include unique images, videos, and text.
Image and Video Specs: 1080 x 1080 pixels (1:1).
Number of Cards: 2–10 cards.
Text Limits: Primary text: 125 characters, Headline: 40 characters, Description: 20 characters per card.
For the best results, use high-quality visuals and ensure each card flows cohesively to guide users through the ad.
Stories Ads
Stories ads are full-screen vertical ads that appear between users’ Stories on Facebook. These immersive ads are highly engaging and ideal for short, visually impactful messages.
Image Specs: 1080 x 1920 pixels (9:16).
Video Specs: Same as images, with a maximum length of 15 seconds.
Additional Tip: Leave padding of at least 250 pixels at the top and bottom for in-app elements like CTAs.
Stories ads work best when paired with clear visuals, short text, and an actionable swipe-up link.
Right Column Ads
Right-column ads are desktop-specific and appear alongside the user’s main feed. They maintain a traditional banner format and are best suited for remarketing or conversion-focused campaigns.
Image and Video Specs: 1080 x 1080 pixels (1:1).
Text Limits: Primary text: 125 characters.
While their placement offers high visibility, avoid cluttering the image with text since the format is compact.
In-stream Video Ads
These ads play within video content before, during, or after the main video. Depending on the campaign objective, they are skippable or not skippable.
Video Specs: 1080 x 1080 pixels (1:1) or 1920 x 1080 pixels (16:9).
Length: 5–15 seconds for non-skippable ads and up to 10 minutes for skippable ads.
Use a strong hook in the first 5 seconds to grab attention and encourage viewers to watch the full ad.
Marketplace and Instant Articles Ads
Marketplace ads target buyers browsing Facebook’s Marketplace, while Instant Articles ads appear within mobile-optimized articles. Both formats offer excellent opportunities to reach active users.
Image Specs: 1080 x 1080 pixels (1:1).
Video Specs: Same as Feed ads.
Text Limits: Primary text: 125 characters, Headline: 40 characters, Description: 30 characters.
These ad types are ideal for promoting specific products or driving users to an E-Commerce site.
With these specs in mind, you can design Facebook ads that look great and align perfectly with the platform's guidelines.
Next, let’s explore how to craft text that maximizes your ad’s effectiveness.
Best Practices for Crafting Effective Primary Text
Crafting compelling primary text is crucial to making your Facebook ads stand out and encouraging users to engage with your content. The right approach can transform a simple ad into an effective call to action that resonates with your audience.
Be Clear and Concise
Simplicity is key when writing primary text. Avoid overwhelming your audience with excessive details or jargon. Instead, focus on delivering a clear and concise message that communicates the value of your product. For example, if you’re promoting a limited-time sale, emphasize the discount and urgency in as few words as possible.
Example: "Get 50% off your favorite styles—today only!"
Use Strong CTAs
A clear and actionable call-to-action (CTA) drives users to take the next step, whether that’s visiting your website or purchasing a product. Use direct language that aligns with your ad’s objective.
Examples:
“Shop Now” for E-Commerce ads.
“Learn More” for informational campaigns.
“Get Started Today” for service-based promotions.
Placing your CTA strategically within the primary text ensures it grabs attention without feeling forced.
Incorporate Emotional Triggers
To connect with your audience on a deeper level, tap into their desires, fears, or aspirations. Emotional triggers make your ads relatable and memorable, increasing the likelihood of engagement.
Examples:
Desire: “Transform your mornings with the perfect cup of coffee.”
Fear: “Don’t miss out—limited stock available!”
Aspiration: “Elevate your home with modern, sustainable decor.”
Combining clarity, strong CTAs, and emotional appeal, your primary text can captivate your audience and drive meaningful results.
Next, we’ll discuss the importance of testing and optimizing your primary text for maximum impact, along with tools that make the process seamless.
Testing and Tools for Optimizing Primary Text and Ad Specs
Creating successful Facebook ads goes beyond guesswork—it requires consistent testing and precise optimization of primary text and ad specifications. GoMarble offers tailored tools to make this process seamless and effective.
The Importance of Testing Primary Text and Ad Specs
Testing is essential for determining what works best for your audience. By experimenting with variations in text length, tone, and placement and ensuring proper ad sizes, you can enhance engagement and drive better results.
Key testing practices include:
Primary Text: Test shorter (90–125 characters) versus slightly longer text (up to 150 characters) to see what resonates more.
Ad Specs: Ensure all visuals align with Facebook’s size guidelines to avoid cropping or quality issues.
Tracking key metrics like click-through rates (CTR), conversions, and engagement ensures your ads remain optimized and impactful.
Streamlining Optimization with GoMarble
GoMarble’s AI Ads Analyzer is a tool designed to provide a detailed report on the visuals, copy, and hooks of your meta ads. Here is how it helps optimize your primary text:
Upload your ad and landing page to generate an in-depth report analyzing your primary text, visuals, and hooks.
Provides actionable feedback, such as improving emotional resonance, clarity of messaging, or strengthening CTAs.
Includes a creative analysis score (out of 100) that evaluates how effectively your text and visuals work together.
Example Insights:
Highlighting critical information in the first few words of your primary text.
Adjusting CTAs to include more compelling language like “Try it Now” or “Limited-Time Offer.”
Refining your visuals to ensure proper alignment with text and ad specs.
GoMarble’s tools simplify the process of refining your primary text and ad specs:
Quick Turnarounds: With instant feedback from tools like the AI Ads Analyzer, you can rapidly test and improve multiple ad variations.
Integrated Approach: Combine these tools into your ad creation workflow to ensure that every ad meets Facebook’s specifications while aligning with your messaging goals
As we’ve explored the critical elements of crafting effective Facebook ads—from optimizing primary text length to ensuring precise ad specifications—it’s clear that attention to detail can significantly enhance your ad performance.
Let’s share some key takeaways and insights for your 2025 Facebook ad strategy.
Conclusion
Creating impactful Facebook ads in 2025 hinges on mastering two key components: crafting concise, engaging primary text and adhering to precise ad specifications. By optimizing these elements, your ads can achieve higher engagement, better visibility, and a stronger return on investment.
Testing and refining your ad campaigns is equally crucial. With tools like GoMarble’s AI Ads Analyzer, you can evaluate your ad text, visuals, and hooks to uncover areas for improvement. From enhancing emotional resonance in your messaging to ensuring your ad specs align perfectly with Facebook’s guidelines, GoMarble’s tools provide actionable insights to fine-tune your campaigns.
Why navigate the complexities of ad optimization alone when GoMarble’s expert-driven AI solutions are here to guide you? Start creating ads that perform—and convert—effortlessly. Book a call with GoMarble today to take the first step toward your best-performing campaigns yet.