---
title: Meta Lead Ad Specs
description: A lead ad consists of an ad unit (image or video) and the lead form itself. Users must click on the ad unit to access the form.
---

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# Meta Lead Ad Specs

## A lead ad consists of an ad unit (image or video) and the lead form itself. Users must click on the ad unit to access the form.

### Ad Specs for Lead Ads

#### Design Recommendations - Image

- **File type:** JPG or PNG
- **Image size:** 1,080 x 1,080 pixels for 1:1 and 1080 x 1350 pixels for 4:5
- **Aspect ratio:** 1:1 and 4:5

#### Design Recommendations - Video

- **Format:** MP4 or MOV
- **Length:** Up to 15 seconds
- **Aspect ratio:** 4:5

The recommended video length is a best practice to encourage users to view the entire video. Facebook placements allow for up to 240 minutes of airtime, and Instagram allows 120 minutes of airtime. We recommend running ads for 15 seconds or less as users are more likely to watch a shorter video than a longer one. 

#### Text Recommendations

- **Primary text:** 125 characters
- **Headline:** 40 characters
- **Description:** 30 characters

Texts that are a little over the limit are permitted but may be truncated depending on platform and device.

#### Technical Requirements

- **Maximum File Size:** 30MB
- **Minimum Width:** 500 pixels

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