This article will analyze the most basic types of Facebook ads, and show you how to apply them effectively for small businesses and marketers. Understanding correctly - choosing the right format will help you optimize costs, increase ROI and create campaigns that attract the right target customers.

If you have never run ads or are still struggling to know where to start, read more: Secrets Practical Tips to Help Beginners Run Effective Ads Right From the Start.

Image Ads

This is the simplest and most common type of ad. A high-quality image can convey a clear and direct message to the user. If you need to promote products, promotions, or simply want to increase brand awareness, images are always a suitable choice.

Image ads from GTG CRM

Notes when implementing:

• Choose sharp images with the correct aspect ratio to avoid pixelation or cutting off important content.
• Keep the message Concise, avoid cramming too much text.
• Use distinctive visuals to stand out in the News Feed.

Video Ads

Video helps tell the brand story vividly and inspiringly. This format delivers a high level of interaction, as viewers are often captivated by moving images and sound. However, video production requires a lot of time and expense, so you need to consider carefully before implementing it.



Video ads on Facebook (Source: Kaylin Hoang)

Notes when implementing:

• The ideal video length is under 15 seconds to maintain attention.
• The opening should be immediately engaging, avoiding unnecessary rambling.
• Optimized for mobile devices - where the majority of Facebook users access it.

Slideshow Ads

If you don't have enough resources to shoot and edit videos, slideshows are a reasonable alternative. With just 3-10 photos or a short video clip, you can create eye-catching motion effects that consume less data. This is especially useful when targeting markets with unstable internet speeds.

Notes on implementation:

• Use high-quality images to ensure professionalism.
• Legitimate background music can be added to increase appeal.
• Take advantage of this to “convert” large videos into lighter versions.

Stories Ads

Stories offer a full-screen experience, appearing between Stories that users are watching on Facebook, Instagram, Messenger, or WhatsApp. This is your chance to create engaging content with effects, filters, AR, etc. However, you need to design specifically for Stories because this format is different from regular photos or videos.

Before running any ad format, avoid these mistakes that waste your budget: Top 3 Facebook Ad Content Mistakes That Waste Your Budget.



Facebook Stories Ads

Notes on implementation:

• Change images/videos frequently to maintain a fast pace and avoid boredom.
• Utilize motion effects or AR to create emphasis.
• Optimize for full-screen portrait mode (9:16) for the best display.

Instant Experience Ads

This is an interactive format only available on mobile. Users can swipe, tap, and rotate the screen to explore products and services. With loading speeds 10 times faster than mobile websites, Instant Experience helps keep customers engaged longer. However, this format requires a lot of creative effort, so it's not always suitable for beginners.

Notes when implementing:

• Use 5–7 elements (images, videos…) to increase interaction.
• Use ready-made templates to save time.
• Repeat the main theme throughout to ensure consistency.

Carousel Ads

Carousels allow displaying multiple images or videos in the same ad, each card having its own title, description, and link . This is a great option for showcasing multiple products or telling a story step-by-step.



Carousel Ads on Facebook

Notes on implementation:

• Each card should have its own headline and CTA to attract attention.
• Place striking images/videos at the beginning to make a strong impression.
• Connect to multiple landing pages to increase the personalization of the experience.

Collection Ads

If you have a rich product catalog, Collection Ads provide a "mini-store" experience on Facebook. Users can click to view details in a full-screen interface, convenient for shopping.



Facebook Collection Ads

Notes on implementation:

• Choose a prominent image as a highlight to attract clicks.
• Add a variety of products to the catalog for optimal display by Facebook.
• Leverage Facebook's algorithm to personalize products for each user.

Types of Targeted Ads

Not only do they differ in format, Facebook also categorizes ads by marketing objective: increase awareness, create engagement, attract potential customers, or conversion. Each goal will have a suitable ad type, and you can create them from two places:

• Facebook Fanpage: Simple, fast, with minimal customization.
• Ads Manager: Advanced, in-depth, with many optimization options.

For example: from a Fanpage you can run Boosted Posts, Page Likes, Website Visitors, while Ads Manager allows the deployment of Dynamic Ads, Offer Ads, App Ads with more customization.

Conclusion

Facebook possesses a diverse advertising ecosystem for businesses of all sizes. Effectiveness doesn't come from random selection, but from experimentation, focusing on formats that deliver high ROI, and continuous optimization. When you understand and apply them correctly, you'll save budget, reach the right customers, and achieve outstanding results.

Understanding formats is just the first step. To run more effective ads, you need to know how to avoid common mistakes that many newcomers make: 9 Mistakes When Running Facebook Ads That Cause Many People to Waste Money.