TL;DR

1. Square (1:1)

Resolution: 1080x1080 pixels
Meta Placements: Facebook & Instagram Feeds, Carousels
Google Placements: Google Discover, YouTube Feed, In-Feed Video Ads
Suggested Duration: 15-30 seconds

2. Vertical (4:5)

Resolution: 1080x1350 pixels
Meta Placements: Facebook & Instagram Feeds, Stories
Google Placements: Display, Mobile Placements
Suggested Duration: 15-30 seconds

3. Full-Screen Vertical (9:16)

Resolution: 1080x1920 pixels
Meta Placements: Instagram Stories, Reels, IGTV, Facebook Stories
Google Placements: YouTube Shorts, Stories, Full-Screen Ads
Suggested Duration: 10-15 seconds (stories), up to 60 seconds (reels & shorts)

4. Horizontal (16:9)

Resolution: 1920x1080 pixels
Meta Placements: Facebook In-Stream Videos, Landscape
Google Placements: YouTube Ads, Display
Suggested Duration: 15-60 seconds, 15 seconds optimal for skippable ads

5. Landscape (1.91:1)

Resolution: 1200x628 pixels
Meta Placements: Facebook Feed Ads
Google Placements: Not commonly used
Suggested Duration: 15-30 seconds

Video ads have become crucial to successful marketing strategies. Whether you're a business owner looking to improve your presence on social media platforms or trying to maximize your performance across Google ads, understanding the right video formats is key to achieving outstanding results.

Let's break down the video ad aspect ratios and recommended durations for Meta (Facebook and Instagram) and Google Performance Max campaigns, so you can create ads that work seamlessly across both platforms.

Why Video Ad Aspect Ratios and Durations Matter

You get more placements meaning your ads can show more often across a wider variety of locations across the web and various apps.
You use all the available space in an ad spot. Avoid letting the system either crop or pad your videos to make them fit. They will sometimes do this for you when you don’t have the right size.

Before we dive into the details, let’s discuss why getting these technical aspects right is so important. Aspect ratios refer to the dimensions of your video (width vs. height), while duration refers to the length of time your ad runs. These factors significantly impact how your ads are displayed on different platforms. If your ad doesn't fit the recommended aspect ratio or is too long for the platform, it might not perform well, resulting in lower engagement or higher costs.

If you want to make the most of your ad spend, creating ads that adhere to the right specs for Meta and Google can lead to higher performance and better return on investment. With the right approach, you can run ads that grab attention and drive results.

Square Video Ads (1:1)

Aspect Ratio: 1:1 (1080x1080 pixels). Meta Placements: Facebook and Instagram Feeds, Carousels. Google Placements: Google Discover, YouTube Feed, In-feed Video Ads. Suggested Duration: 15-30 seconds

When to Use It

Square video ads are versatile and work well for both Meta and Google platforms. Because they are square, they display evenly on a wide range of devices, making them ideal for feed ads on Facebook, Instagram, and even Google Discover. This format is particularly useful if you want consistency across both Meta and Google platforms, as it can seamlessly adapt to various placements.

You should opt for square ads when creating general, attention-grabbing content meant for scrolling through feeds. Whether you’re showcasing a product or announcing a promotion, these ads tend to perform well in situations where users are quickly browsing through their social feeds.

Vertical Video Ads (4:5)

Aspect Ratio: 4:5 (1080x1350 pixels). Meta Placements: Facebook and Instagram Feeds, Stories. Google Placements: Display, Mobile Placements. Suggested Duration: 15-30 seconds

When to Use It

If your audience primarily interacts with content on mobile devices, vertical video ads are a great choice. They’re designed to fill more of the screen on a smartphone, making them highly engaging for users who are scrolling through feeds or watching stories.

Vertical ads work best on mobile-focused placements such as Instagram Stories or Google’s mobile display ads. For business owners targeting a mobile-first audience, these ads help ensure that your content is visually impactful. They’re particularly good for promoting new product launches, special offers, or any time-limited content.

Full-Screen Vertical Video Ads (9:16)

Aspect Ratio: 9:16 (1080x1920 pixels). Meta Placements: Instagram Stories, Reels, IGTV, Facebook Stories. Google Placements: YouTube Shorts, Stories, Full-Screen Placements. Suggested Duration: 10-15 seconds for stories, up to 60 seconds for reels and shorts

When to Use It

Full-screen vertical ads are all about immersion. With platforms like Instagram Stories, Reels, and YouTube Shorts, this format fills the entire screen, providing a distraction-free viewing experience. These ads are ideal for delivering bold, highly visual content that demands attention.

If your business is running promotions or events that need to make a big splash, full-screen vertical ads are the way to go. Keep your stories short and sweet, around 10-15 seconds, but for reels and YouTube Shorts, you can extend up to 60 seconds to tell a more comprehensive story.

Horizontal Video Ads (16:9)

Aspect Ratio: 16:9 (1920x1080 pixels). Meta Placements: Facebook In-Stream Videos, Landscape Placements. Google Placements: YouTube Ads, Display, Video Placements. Suggested Duration: 15-60 seconds (15 seconds optimal for skippable ads).

When to Use It

Horizontal video ads are more traditional and are best suited for longer-form content. This format is especially useful on YouTube, where viewers are more likely to engage with landscape-oriented videos. Horizontal ads are perfect for more in-depth promotions, behind-the-scenes footage, or tutorials that require more visual space to convey your message.

If your business is producing skippable ads, aim for around 15 seconds to ensure that your message is delivered quickly before viewers have the chance to skip. However, for more immersive content, you can extend your video up to 60 seconds for platforms that support longer durations.

Landscape Video Ads (1.91:1)

Aspect Ratio: 1.91:1 (1200x628 pixels). Meta Placements: Facebook Feed Ads. Google Placements: (Not commonly used for Google Ads). Suggested Duration: 15-30 seconds.

When to Use It

Landscape video ads, though less commonly used on Google, still have a place in Meta’s ecosystem. These ads are well-suited for Facebook feeds, providing a more cinematic experience while still being optimized for mobile viewing. If you’re promoting visually rich content, like travel experiences or scenic views, this aspect ratio offers a unique way to stand out.

You should consider landscape ads when trying to create a more polished, visually compelling narrative, particularly for Facebook feed placements.

Best Practices for Ad Durations

When it comes to ad duration, keeping things short and engaging is generally the best strategy. Meta and Google audiences tend to prefer shorter content that gets to the point quickly. Here are a few guidelines to keep in mind:

Meta (Facebook and Instagram): Ads between 15-30 seconds generally perform better across most placements. For stories, aim for a shorter duration, around 10-15 seconds, to maintain user attention.
Google Performance Max: Skippable in-stream ads perform best at around 15 seconds. However, if you’re running YouTube Shorts or Reels, you can extend up to 60 seconds.

By keeping your content concise and aligned with these guidelines, you increase the likelihood of maintaining viewer interest and improving engagement rates.

Choosing the Right Video Format for Your Ad Campaign

With so many formats to choose from, how do you know which one is best for your business? It depends on the goals of your campaign and where your audience is most active.

For Feed Ads: Go with square (1:1) or vertical (4:5) formats to maximize visibility on both Meta and Google feeds.
For Mobile-First Campaigns: Opt for vertical (4:5) or full-screen vertical (9:16) to engage your audience where they are most likely to interact with your content—on their phones.
For YouTube or In-Stream Ads: Horizontal (16:9) is the go-to format, especially if you need more space to tell your story or showcase detailed product features.

Remember, repurposing content across different platforms can save you time and resources. For example, a vertical ad created for Instagram Stories can easily be adapted for YouTube Shorts with a few minor adjustments.

Contact Choice OMG for Expert Ad Creation

Creating the perfect video ad that works well across both Meta and Google doesn’t have to be overwhelming. At Choice OMG, an Edmonton marketing agency, we specialize in Google ad services and creating compelling video ads that get results. As a leading advertising agency, we can help you tailor your video ads to the right formats, ensuring your campaigns perform at their best.

Ready to get started? Contact us today to discuss how we can help elevate your video ad strategy.