Facebook Carousel Ads: Everything You Need to Know

Facebook Carousel Ads is a kind of advertising format that incorporates multiple videos or images into a single advertisement.

Carousel ads are most popular on both Facebook and Instagram, where you can showcase a number of images to boost the odds of conversion or sale.

Because carousel ads are aesthetically, visually appealing and interactive, they’re a very engaging way to promote a business.

According to a study, this ad format can drive up to 10 times more traffic to websites than standard sponsored posts on Facebook or Instagram. Additionally, carousel ads also promote a 72% higher click-through rate.

No matter your niche or campaign goals are, Facebook Carousel Ads can help you better connect with your audience and reach your objectives by providing a larger canvas for advertising your story, products, or services.

How Do Companies Use Facebook Carousel Ads?

Carousel ads are a useful marketing strategy for any business or industry.

However, some niches will see greater benefits with a visual ad format. For instance, apparel, retail, beauty, and fitness brands are often highly successful with carousel ads.

There are many different ways in which businesses use carousel ads to drive brand awareness and engagement. For instance:

  • Explaining and demonstrating processes and benefits. If your brand doesn’t sell any physical goods, provide an explanation of how your business works, and show the benefits of being a customer.
  • Telling your brand’s story through successive image or video cards, or creating a single long image.
  • Highlighting multiple products, services, or apps that all link to different post-click landing pages. This gives users more options and helps boost click-through rates.
  • Showcasing more information about a single product, service, or app. Displaying different details, angles, or features to better inform customers of how it works.
  • Promoting an event or series of events, using the cards to deliver important event details, such as date, time, location, speakers, and content highlights.
  • Drawing attention to reviews or testimonials to strengthen the credibility of you and your business and as you know, people will not do business with you if they don’t trust you and find you to be credible.

Another compelling reason to use Facebook carousel ads is that they don’t cost extra.

Like all Facebook ads, the ad format is unrelated to what you pay. Instead, you decide what you’re charged and how much you want to spend.

Facebook Carousel Ad Specifications

Facebook carousel ads can be created from your Facebook Page or in Ads Manager. The difference is if you want each carousel card to link to a different URL, you must use Ads Manager.

Along with a variety of supported objectives, ad placements, and CTA copy options, there are specs for Facebook Carousel Ad size, design specs, and technical requirements:

Design specifications:

  • Number of cards: 2-10
  • Image file type: jpg or png
  • Video file type: MP4 or MOV is recommended, but other formats are accepted
  • Image maximum file size: 30MB
  • Video maximum file size: 4GB
  • Video maximum length: 240 minutes
  • Recommended resolution: at least 1080 x 1080px
  • Recommended ratio: 1:1
  • Text: 125 characters
  • Headline: 40 characters
  • Link description: 20 characters
  • Images with more than 20% text may experience reduced delivery

Sticking to these specs will ensure you don’t hit any snags in the creation, delivery, or presentation of your Facebook carousel ads.

How to Create Facebook Carousel Ads in Ads Manager

Before you begin, make sure you have taken into consideration the recommended image sizes and relevant information about specifications that I’ve listed above.

You should also view examples of carousel format ads for creative inspiration and create a mockup in Creative Hub and publish it later.

  1. Go to Ads Manager.
  2. Click the + Create button to open Guided Creation.
  3. Choose an objective that supports Carousel. The only objectives you can’t use are engagement and video views.
  4. Fill out the AudienceDuration and Budget and Schedule sections, then click Continue.
  5. At the ad level, choose Carousel as your ad format.
  6. (Optional:) If you don’t want to order your Carousel cards by performance, click to uncheck the box next to Automatically show the best performing cards first.
  7. Click the box that has ‘1’ on it to upload your image and fill in the details of the first card. Add specific URLs and descriptions for each image.
  8. Repeat the step above with ‘2’ and ‘3’. Click ‘+’ if you want to add more cards or click Remove if you want to delete one.
  9. To preview your ad, click Preview and select Desktop News FeedMobile News FeedMobile Marketplace or Instagram from the dropdown menu.
  10. Click Review to review your campaign details. When you’re finished, click Confirm to publish your ad.

5 Facebook Carousel Ads Best Practices

1. Use a Scroll-stopping Creative

Capture users’ attention by using a primary image with a strong focal point and depth of space, or a video that’s well art-directed and thoughtfully composed.

Consistency and cohesion should also be maintained because if it feels disjointed it takes away from your story.

Make sure every image or video has a similar style (lighting, composition, color scheme, etc.).

Most importantly, your images or videos should evoke an emotional response from users that inspires them to take action.

facebook carousel ads creative

2. Utilize All Available Ad Components

Photos and videos may initially capture your audience’s attention, but other ad elements (headlines, descriptions, CTAs) add context and persuade people to click and take action.

Ensure your copy matches your brand’s tone and A/B test each element to see what performs best for your business and ad campaign.

facebook carousel ads components

3. Tell a Story Through Your Images

Showcasing multiple products is just one way to use the Facebook carousel ads format.

You can also develop an engaging narrative through each sequential image.

Reveal something in one image that was hidden in the previous one, or implies continuation by using your first image to tease your second one, and so on.

This compels the user to continue scrolling through and makes them feel like they’re progressing through your story as they scroll.

Linking your images together panorama-style to share an even bigger story is another idea.

facebook carousel ads story

4. Optimize Your Cards’ Sequence

One of the main benefits of the carousel ad format is that multiple images and videos can be used simultaneously, and Facebook will test and order them based on performance.

You can then replace or remove the lowest-performing cards to improve your overall campaign performance. (Note: If you’re telling a story using a carousel, be sure to opt-out of the automatic optimization feature when creating the ad).

facebook carousal ads sequence

5. Create A “need-to-complete” Feeling With Your Imagery.

Capturing your audience’s attention is the first step, getting them to swipe through the rest of the carousel format is the next.

Create a “need-to-complete” feeling with your imagery. For example, your first image or video can tease your second, or it can suggest that the narrative continues throughout each tile.

facebook carousel ads imagery

6. Link Each Card to a Post-click Landing Page

The post-click landing page is where the conversion happens, so be sure to send your prospects there with every ad campaign.

For example, if you’re selling an advanced copywriting course, take prospects who click your carousel cards to a sales page where they can purchase the course.

facebook carousel ads linking

Facebook Carousel Ad Examples

If you’re ever in need of Carousel inspiration, look no further than this Facebook page that is devoted to showing off best carousel ads on Facebook.

While it seems to have fallen out of widespread use in the last year or so, there’s still a massive backload of Carousel examples to explore and analyze.

Dr. Pepper:

Coca – Cola







Red Lobster

Justin Bieber


Whether you are going the organic or promoted route, carousel posts provide your readers fun, creative content with multiple places to click.

They’re the perfect showcase for promoting your business’s story, products, and services. You should absolutely maximize its power to boost your business’ online exposure.

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