Video Ads: Specs and Best Practices
Quick answer
Meta: up to 2 videos per ad, .mp4 or .mov, 100 MB each. One Square (1:1) and one Story (9:16) covers every placement. 15 to 30 seconds, hook in the first 3 seconds, readable with sound off. Google: Performance Max only accepts YouTube videos; paste the URL in the Videos tab.
Meta specs
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Requirement |
|---|---|
| Files | .mp4 or .mov, max 100 MB, up to 2 per ad |
| Sizes | 1:1 for feeds, 9:16 for Stories and Reels. One of each is ideal; one video still works and Agency AI adapts it |
| Length | 15 to 30 seconds performs best for e-commerce. Under 15 for Reels-first creative |
| Resolution | 1080×1080 (square) or 1080×1920 (vertical) |
| Copy | Same fields as an Image ad: Ad Summary, Angle, Headline, Description, Caption, Landing Page, Preview Link, CTA. Ad copy testing works here too |
What works
- First 3 seconds decide it. Product on screen, or the problem it solves, immediately. No logo intro.
- Design for silence. Most feed viewers watch muted. Burn in captions or on-screen text.
- Show the product in use. Demonstration beats montage.
- One message. The same Ad Summary rule applies: the video and the caption should say one thing.
- Vertical for Reels. A square video letterboxed into Stories looks like an ad. A native 9:16 looks like content.
- Refresh every 3 to 4 weeks or when Growth Plays flags fatigue.
Performance Max pulls video from YouTube only. Upload to your YouTube channel (unlisted is fine), copy the URL, and add it in the Videos tab of the asset group. Videos are optional; if you add none, Google auto-generates video from your images and text, which is usually worse than a real one.