How to Convert Images for Facebook and Instagram Ads

Meta's advertising platform powers ads across Facebook, Instagram, Messenger, and the Audience Network. Each placement has different optimal image dimensions, but Meta compresses and reformats your uploads to fit various display sizes. Starting with the right source format and dimensions ensures your ad looks professional across all placements.

The most common issue advertisers face is uploading images in the wrong format. HEIC files from iPhones are not accepted. Images that are too large get aggressively compressed, making them look blurry. Images that are too small get stretched, making them look pixelated. Getting the sweet spot right is straightforward once you know the specifications.

This guide covers the current image requirements for Meta's main ad placements and how to prepare your creative files for the best results.

Step-by-Step Instructions

  1. Identify Your Ad Placement

    Meta ads run across multiple placements: Facebook Feed (1:1 or 4:5), Instagram Feed (1:1), Instagram Stories (9:16), Facebook Marketplace (1:1), Audience Network (varies), and more. Each placement displays images at different aspect ratios. When using Advantage+ placement (recommended), Meta automatically adjusts your image to fit each placement, but providing images in the recommended aspect ratios gives the best results.

  2. Convert to JPG or PNG

    Meta Ads Manager accepts JPG (JPEG) and PNG format for image ads. JPG is recommended for photographic creatives because it produces smaller files that upload faster. PNG is recommended for graphics with text overlays, logos, or illustrations where sharp edges matter. HEIC, WebP, TIFF, BMP, and other formats must be converted before uploading.

  3. Create the Primary Image at 1080x1080

    A 1080 by 1080 pixel square image is the most versatile single asset for Meta ads. It works well in both Facebook and Instagram feeds, Marketplace, and Messenger. If you provide only one image, make it square. For better performance, also provide a 1080 by 1350 pixel image (4:5 ratio, portrait) which takes up more feed space and a 1080 by 1920 image (9:16) for Stories.

  4. Optimize File Size

    Meta recommends keeping image files under 30MB, but the practical limit for good quality is much lower. Target 500KB to 1MB for feed images and under 2MB for Stories. Larger files get compressed more aggressively by Meta's pipeline, which can degrade quality. JPG at quality 80 to 85 for photographs is the sweet spot.

  5. Check the 20% Text Rule

    Meta no longer strictly rejects ads with more than 20% text, but images with excessive text receive reduced delivery. Use minimal, impactful text on your ad images. Headlines and body copy should go in the ad's text fields rather than on the image. If you must use text on the image, keep it large, bold, and concise. Meta's machine learning penalizes ads with heavy text overlay.

Recommended Image Dimensions by Placement

Facebook Feed ads perform best at 1080 by 1080 pixels (square) or 1080 by 1350 pixels (4:5 portrait). The portrait ratio takes up more vertical screen space in the feed, which generally produces higher engagement. Instagram Feed ads use the same dimensions. Facebook and Instagram Stories require 1080 by 1920 pixels (9:16, full phone screen).

When using Advantage+ placements (Meta's automated placement system), providing all three aspect ratios (1:1, 4:5, and 9:16) gives Meta the most flexibility to place your ads optimally. You can provide separate creative for each ratio or let Meta auto-crop from a single image, but separate creatives always look better.

Image Quality Best Practices

Meta's ad platform compresses uploaded images. To minimize quality loss from this compression, upload the highest quality source that is reasonably sized. A JPG at quality 90+ and 1080 pixels produces better results after Meta's compression than a JPG at quality 70 at the same dimensions. However, files over 2MB offer diminishing returns since Meta's compression becomes more aggressive.

Avoid images with fine patterns, thin text, or subtle gradients, as these degrade most during compression. Bold graphics, high-contrast photos, and simple layouts survive Meta's compression best. If your ad contains text, use a thick, bold font at large size to ensure it remains legible after compression.

Prepare Your Ad Images

Convert your ad creatives to Meta-compatible formats with imageconvert.co. Convert HEIC phone photos, WebP downloads, or other formats to JPG or PNG entirely in your browser. Your marketing images stay private with no server upload.

Frequently Asked Questions

What image format does Facebook Ads accept?

Facebook (Meta) Ads Manager accepts JPG (JPEG) and PNG format for image ads. Use JPG for photographic creatives and PNG for graphics with text or logos. HEIC, WebP, and other formats are not accepted and must be converted first.

What size should Facebook ad images be?

The recommended size is 1080x1080 pixels (square) for feed ads. For more feed presence, use 1080x1350 pixels (4:5 portrait). For Stories, use 1080x1920 pixels (9:16). Providing all three sizes gives Meta's algorithm the most flexibility for optimal placement.

Does Meta still have a 20% text rule for ad images?

Meta no longer strictly rejects ads with more than 20% text, but images with heavy text receive reduced delivery (your ad is shown to fewer people). For best performance, use minimal text on the image and put your messaging in the ad's headline and body text fields instead.

Why do my Facebook ad images look blurry?

Meta compresses uploaded images. Starting with low-quality source files results in visible compression artifacts after Meta's processing. Upload JPG at quality 85-90 and at least 1080 pixels on each side. Avoid fine details, thin text, and subtle gradients that degrade most during compression.

Convert images to JPG for Facebook Ads

Convert HEIC to JPG

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