Facebook and Instagram Ad Guide

What are Facebook and Instagram Ads?

Advertising on Facebook and Instagram allows you to be where your customers are spending a lot of time. These Facebook and Instagram Ads show up as 'Sponsored' posts on timelines and they can be still images, video, or carousel Ads including multiple images.

RollWorks offers you the flexibility to select the specific placements for Facebook and Instagram Ads. You will be able to select which placements you wish to use for each Facebook/Instagram Campaign you launch.

  • Facebook Desktop
  • Facebook Mobile
  • Facebook News Feed
  • Right Hand Side
  • Facebook Audience Network
  • Instagram

Facebook and Instagram Ad fields:

Single_Image_Facebook_Ad.png Single_Image_Instagram_Ad.png


In order to serve ads on Facebook and Instagram, you will need to first ensure that your Facebook Business account is connected to the RollWorks Platform. For more information on how to set this up, visit the Facebook and Instagram Integration Guide.


Who is eligible to use Facebook and Instagram Ads in the RollWorks Platform?

All RollWoks customers have access to create Facebook and Instagram Ads on the RollWorks platform including customers without a paid subscription and customers with a Standard, Professional, and Ultimate subscription package.

To find your current subscription package, log in to RollWorks and navigate to Settings > Billing > Plans & Usage. If you do not have an active package you will not see 'Plans & Usage'.


What Facebook and Instagram Ad types are supported?

RollWorks supports the following ad types on Facebook and Instagram:

Description Examples

Single Image Ads:

These are the most common ad type on Facebook and Instagram. Consisting of a single file, an image that fits the proper format, one landing page, and a call-to-action, these ads types also require descriptive text, which includes a title, description, link description, and display link


Video Ads:

Video ads on Facebook and Instagram are out-stream video ads, which means they appear outside of any streaming content, similar to standard display ads.


Carousel Ads:

Showcases up to five images within a single ad, and each image can have its own link. Use carousel ads to display multiple products or tell a story about your brand through images. To create carousel ads please contact the RollWorks Customer Support team.



What sizes and creative specs are supported for Facebook and Instagram Ads?

The following are the Ad field requirements for all Facebook and Instagram Ads. Use this Ad diagram as a reference to see how these fields are displayed to users in Ads.  


Ad Copy Specs


  • Up to 25 characters recommended, including spaces
  • If longer than recommended, the text may be truncated when the Ad is displayed to users.
  • Symbol characters such as @ > # $ % ^ & () < are not permitted in your text.


  • Up to 125 characters recommended, including spaces
  • If longer than recommended, the text may be truncated when the Ad is displayed to users.
  • Symbol characters such as @ > # $ % ^ & () < are not permitted in your text.

Destination URL (includes UTM Parameters)

  • Limited to 1024 characters
  • Do not use redirecting URLs
  • The Destination URL cannot lead directly to a payment processor (e.g. PayPal) or video (e.g. YouTube)

Call to Action 

  • Defaults to “Learn More”

Link Description 

  • Limited to 25 characters

Display URL

  • Limited to 1024 characters
  • Your Display URL is how your URL will appear on your ad. It automatically pulls from your Profile Name in your RollWorks Account. To edit the Display URL login to RollWorks and go to 'Settings' > 'Advertiser Profiles'


The following are size and file specifications for all Single Image and Carousel Ads:

Single Image & Carousel Ads

Ad Creative Size

  • 1:1 aspect ratio, 600x600 or 1200x1200
  • 1.9,1:1, 4:5 and 9:16 aspect ratios, 600x315, 1200x628 or greater image sizes
  • JPG, PNG (non-animated), and GIF (up to 30 seconds, 15-20fps, no looping)

File Size

  • Max file size is 30MB


The following are size and file specifications for all Video Ads:

Video Ads

File Format

  • MP4 is the recommended format
  • MOV is also supported
  • H.264 Video Codec is required

File Size

  • Up to 1GB

Recommended Length

  • <30 seconds
  • Videos over 60 seconds will not run on Instagram placements

Minimum Length

  • 1 second

Maximum Length

  • 120 seconds

Aspect Ratio

  • 16:9
  • 1:1
  • 4:5
  • 9:16

(Video) Pixel Aspect Ratio

  • 1:1 (or 1)

Video Sound

  • Recommended


  • Defaults to the first frame and can be edited


  • Depends on your Facebook settings


How do I upload my Facebook and Instagram Ads to RollWorks?

AD LIBRARY (1).png

  • Click 'Upload'
  • Click 'Browse' to select a properly sized ad.
  • Enter the Ad fields in the table below and click 'Upload'
  • Once your Ads are approved, you can use them for your Facebook and Instagram campaigns in RollWorks.

Use this Ad diagram as a reference to see how the Ad fields below are displayed to users. 

Ad Field  Help
Name (required) Use a naming convention. We recommend giving the same name to all Ads with the same messaging without including Ad Type and Ad size. All RollWorks reporting can be filtered by Ad size regardless of the name. If you want to be able to report on an Ad message as a whole, keeping them the same will make this easier.
Title (required)

Use your title to grab your visitor's attention and summarize your ad's purpose.

Description (required)

Your description is a place to explain a little more about your ad's purpose, such as elaborating on your product or brand and values.

Destination URL (required)

This is where someone lands after they click on your ad. Be sure to enter the entire URL  https://www.mycompany.com/page

Includes your UTM Parameters.

Call to Action (required) The action that you want visitors to take after seeing your ad.

Link Description (optional)

Additional space to describe what you're promoting.

This won't appear in all Facebook placements.

Facebook Display Link (optional)

This link appears under your ad. It can be shortened or reformatted but must direct to the same place as your Destination URL.

This won't appear in all placements.


Screen Shot 2021-12-08 at 2.29.08 PM.png



How do I see user responses to my Facebook and Instagram Ads?

Facebook and Instagram Ads show up as 'Sponsored' posts on timelines and users can interact with those ads. You can see user reactions and responses to your ads by using Ad Permalinks. View the ad as a post to check responses and reactions. 

To find the Ad Permalink for your Facebook and Instagram Ads follow the steps below:

  • Login to RollWorks and navigate to 'Advertising' > 'Campaigns & Playbooks' and click on the 'Campaigns' tab
  • Click on the Campaign Name
  • Click 'Columns' > 'Customize Columns'Screen_Shot_2021-12-08_at_11.22.31_AM.png
  • Select 'Ad Permalink' and click 'Done'
  • Screen_Shot_2021-12-08_at_11.21.41_AM.png


How do I troubleshoot my Facebook and Instagram Ads?

There are a couple of items that you must check if you are experiencing issues with your Facebook and Instagram Ads:

  • Ensure that the image used is compliant with the non-discrimination policy: ensure the Ad creative is inclusive and not specific to any gender, race, age group, etc.
  • Review Facebook's advertising policies to learn how you can make sure your ads and site are compliant.
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