Meta and Facebook Ad Preparation Guide
What is the purpose of this guide?
This guide helps the business owner understand what should be prepared before launching an ad on Meta and Facebook: the advertising objective, placement, image or video, ad copy, landing page, and the way results are evaluated. The page does not publish a definitive size table because detailed sizes change by placement and objective, and they should be reviewed inside Ads Manager or the official Meta guide before producing the final design.
Last information review: September 2, 2026
Guide sections
Preparing the ad creative before design
A good ad does not start with size only. It starts by defining the message, audience, offer, CTA, and the page the user reaches after clicking. Then the suitable creative asset type is selected: image, video, post, Story, Reel, or another asset depending on the placement.
One clear message
Define the main idea the customer should understand within a few seconds, especially in fast mobile placements such as Stories and Reels.
A suitable destination after the click
The landing page, conversation, or lead form must match the promise of the ad so you do not lose paid visits.
Current advertising objectives in Meta
The official Meta guide shows objectives such as awareness, traffic, engagement, leads, app promotion, and sales. Choosing the objective affects how the campaign is optimized, the assets required, and how success is measured.
| Objective | When is it suitable? |
|---|---|
| Awareness | When the brand needs reach and visibility in front of a new audience. |
| Traffic | When the goal is to attract users to a website, landing page, or specific destination. |
| Engagement | When interaction with the content or account is part of the goal. |
| Leads | When the campaign is designed to collect contact details or qualified enquiries. |
| App promotion | When the required result is installing an app or encouraging an action connected to it. |
| Sales | When the campaign is connected to a purchase, request, or clear commercial action. |
Ad placements to consider
Meta explains multiple placements across Facebook, Instagram, Messenger, and Audience Network in its ads guide. Therefore one asset should not be designed as if it will appear in only one place, because the same campaign may need different versions suitable for Feed, Stories, Reels, and other placements.
- On Facebook, ads may appear in Feed, Stories, Reels, Marketplace, Search results, Video feeds, and other placements depending on the settings.
- On Instagram, ads may appear in Feed, Stories, Reels, Explore, and discovery-related placements.
- On Messenger and Audience Network, the way the ad asset is displayed differs by placement and device.
Important: A detailed size table has not been published here because access to official detailed Meta specifications was not sufficient to verify all current dimensions. Review the official Meta guide or Ads Manager before approving the final size.
Reviewing the ad before launch
Ads are subject to Meta advertising standards and policies, so the text, image or video, linked page, way the offer or promise is displayed, and any sensitive claims should be reviewed before submission for review.
Text
It should be clear and direct, and should not promise results that cannot be proven or mislead the user about the offer.
Visual
The image or video should serve the message and be suitable for the placement and audience, not merely a crowded design.
Destination
The page, form, or conversation should be consistent with the content of the ad so the customer experience does not conflict.
Official sources can be reviewed from Meta Ads Guide and Meta Advertising Standards.
The difference between CPM and CPC
This page kept the older educational idea about CPM and CPC because it remains useful when reading ad reports, but the wording is now clearer and less tied to an old interface.
CPM
Means cost per thousand impressions. It is useful for understanding the cost of reach and awareness, but it is not enough by itself to judge campaign quality.
CPC
Means cost per click. It is useful when evaluating campaigns that want to push the user to visit a page or start a specific interaction.
How can EGYdesigner help?
EGYdesigner helps turn the advertising objective into suitable messages, visuals, and experiences, then connects that with paid advertising management when campaign operation and result analysis are needed. The Facebook business services page is dedicated to different commercial services connected with social accounts and is not a substitute for advertising campaign management.
