Now, this format is exactly what it sounds like — it’s a Facebook Ad that has a single image or video as its focal point. It’s one of the most universal options and arguably the one that looks most like an organic Facebook post.
Our handy dandy Book of the Month ad is an example of a single-image ad.
And here’s a great video ad from Aloha.
Carousel
A carousel ad showcases two or more images and videos in a single ad.
One unique feature of this format is that each image or video can have its own headline, description, link, and call-to-action.
This can be extremely useful for cambodia telegram data highlighting multiple products at once and is common with eCommerce sites like Ulta.
Collection
The Collection Facebook Ad format pairs a video or image with a row of product images below it. It’s great for highlighting specific features or abilities of a single product
A Collection also comes with the option to use what Facebook calls an Instant Experience — a full-screen landing page that loads instantly when someone taps on the ad on Facebook or Instagram.
Source
Primary Text (Copy/Caption)
The third part of a Facebook Ad is your copy or what the Meta Ads Manager calls your “primary text”). Thinking of standard, organic posts on Facebook, this is essentially the caption of your ad.
In it, you can use @ to tag Facebook profiles or Pages and Facebook recommends using 125 characters or less. This copy appears in most placements, though the position varies.
Pro tip: Caption writing is a common how to stay motivated: 12 tips for entrepreneurs (2025) use-case for AI tools like ChatGPT, Claude, or even HubSpot’s Free AI Content Writer, but as I always warn you, tread lightly.
AI is a handy brainstorming and drafting tool, no doubt, but it needs editing to truly capture your brand and a human tone. More on that here.
Description
The next piece of your Facebook Ad puzzle is your description, which is super vague and confusing if you ask me.
With its placement — sitting underneath the headline in faint text, next to your call-to-action — it’s hard to pinpoint what exactly it’s describing.
Plus, Facebook notes that it won’t be displayed for all ad placements, especially if you have a longer headline.
That said, any space you have to capture your message shouldn’t be wasted. There isn’t much here, but you can use it to include extra little details you want people to know like “free shipping” or “offer ending soon!”
Button (Call-to-Action)
Last, we have your button or call-to-action — the actual link that you need audiences to click to take advantage of the offer showcased in your ad.
Now, you don’t have to include a united kingdom cell number button, but it does make it much clearer to those viewing your ad what they need to do next. It eliminates confusion and just makes for a much better user experience.
Button text options vary depending on campaign type/objective, and Facebook doesn’t allow you to add custom text, but it does have a long list of common options like learn more and shop now.
