A Facebook carousel ad shows 2 to 10 images or videos in a single ad, and each card gets its own headline, description, link and call to action. People swipe through the cards on mobile or click the arrows on a computer. Meta recommends square 1:1 cards at 1080 x 1080 pixels or more, with about 80 characters of primary text, a 20-character headline and an 18-character description.
Two things catch people out. First, Meta may show your carousel as a slideshow video automatically when it thinks that'll perform better, so check your settings if you want it to stay a swipeable carousel. Second, carousels built from a product catalog need at least 2 available items: if the set ever drops below 2, Meta says the ad turns into a single image ad or stops running.
Carousel ad specs for Facebook Feed
| Spec | Meta's recommendation or limit |
|---|---|
| Number of cards | 2 to 10 |
| Image file type | JPG or PNG |
| Video file type | MP4, MOV or GIF |
| Ratio | 1:1 |
| Resolution | At least 1080 x 1080 pixels |
| Primary text | 80 characters |
| Headline | 20 characters |
| Description | 18 characters |
| Landing page URL | Required |
| Image maximum file size | 30 MB |
| Video maximum file size | 4 GB |
| Video duration | 1 second to 240 minutes |
Every carousel must also follow Meta's Advertising Policies, the same as any other format.
What carousel ads are good for
Meta lists six uses for the format, and they're a handy checklist when you're deciding whether a carousel beats a single image:
- Several products, each with its own landing page, so people can pick the one they want.
- Several features of one product, showing different angles or details.
- A story told card by card, using images and videos in sequence.
- A process explained step by step, like how your service works.
- One large image split across all the cards for a panoramic effect.
- The benefits of a service, shown visually for new customers.
Meta also mentions real estate, service offerings and events as good fits. If you want examples to borrow from, my carousel ad swipe file collects layouts that work.
Where carousel ads run
You can create a carousel in Meta Ads Manager or straight from your Facebook Page, and Meta says carousels appear in multiple placements across Facebook, Messenger, Instagram and Meta Audience Network. On Instagram, carousels may get custom positioning, which starts the carousel on a card based on each person's preferences while keeping your card order and creative the same.
Carousel optimisations in Ads Manager
Meta's best practices page lists the options you may see when building a carousel:
| Option | What it does |
|---|---|
| Automatically show the best performing cards first | Reorders cards based on results |
| Display carousel cards as a video | Turns the cards into a video |
| Add a card at the end with your Page profile picture | Adds a closing card for your Page |
| Add music | Puts music behind the carousel |
| Add a map card showing your nearest stores | Useful for businesses with physical locations |
If you've written a story that only makes sense in order, switch off the option that shows the best performing cards first. Otherwise Meta may lead with card four.
Best practices from Meta
- Make the cards look like a set. Use images or videos from the same shoot. For videos, Meta recommends square 1:1 for each card.
- Give each card its own link. Send a blouse card to blouses and a shoe card to shoes. Cards can also link to Facebook Pages, events and offers.
- Match images to the audience. Meta suggests product shots for people who've visited your product pages and lifestyle images for new prospects.
- Use a broad product set for catalog carousels. Items must be in stock, not rejected and not variants of the same product.
- Match the landing page to your inventory. Bigger stores can link each card to the exact product; smaller ones can link to the category page.
For dynamic carousels from a catalog, Meta says 1:1 or 4:5 can be displayed, but 4:5 is only available for Advantage+ catalog ads built in the carousel format with catalog images.
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Measuring a carousel
Once it's live, Meta provides metrics for carousel ads so you can see how each card performs. That's the real advantage of the format: it tells you which product or message people pick when they're given a choice. If you're also running static image ads, check sizing in my guide to Facebook ad image dimensions.
My advice
Use a carousel when you've got more than one thing worth clicking, and a single image when you haven't. Keep the cards visually consistent, give each one its own link, and put your strongest card first even if you let Meta reorder them. After a week, look at which card got the clicks and build your next single-image ad around it.
Frequently asked questions
How many cards can a Facebook carousel ad have?
Meta's Ads Guide lists 2 to 10 cards for carousel ads on Facebook Feed.
What size should Facebook carousel ad images be?
Meta recommends a 1:1 ratio at a resolution of at least 1080 x 1080 pixels, in JPG or PNG, with a maximum image file size of 30 MB.
Can I use videos in a Facebook carousel ad?
Yes. Meta supports MP4, MOV or GIF video cards up to 4 GB, from 1 second to 240 minutes long, and recommends square 1:1 video.
Why is my carousel showing as a video?
Meta says a carousel may appear as a slideshow video automatically when that format is likely to improve performance. Check the carousel optimisation options in Ads Manager, which include Display carousel cards as a video.
Where do Facebook carousel ads appear?
Meta says carousel ads appear across Facebook, Messenger, Instagram and Meta Audience Network.
