Facebook Ad Placements Guide 2025: Strategies That Work
Facebook has 3.06B users, ranks as the 3rd most-visited site in 2025, and drove $164.5B in ad revenue last year. Learn how to master its 19 ad placements—from high-engagement Reels to low-CPC right column ads—for maximum ROI.
With over 3.06 billion monthly active users, Facebook remains the most used social media platform in the world.
As of 2025, it's the third most-visited website, ranking just behind Google and YouTube—beating out TikTok, Instagram, and every other major platform.
It’s no surprise that advertisers continue to double down. In fact, Facebook generated $164.5 billion in ad revenue in 2024, a sharp jump from $134 billion the year before.
But with so many users and so much competition, where your ads appear matters more than ever. That’s where Facebook ad placements come in—and why they’re key to better results.
Key takeaways
- Facebook ad placements determine where your ads appear across platforms like Facebook, Instagram, Messenger, and the Audience Network—each offering different formats, costs, and performance.
- There are 19 ad placements available in Facebook Ads Manager as of 2025, including high-performing surfaces like News Feed, Reels, Stories, Marketplace, and Instagram Explore.
- Automatic placements are best for beginners and budget efficiency, while manual placements give advanced marketers control to optimize by platform, device, and audience behavior.
- Performance varies by placement: Instagram Feed gets up to 10x more engagement than Facebook, while right column ads have the lowest CPC but work best for retargeting.
- Creative must match the placement. Use vertical videos for Stories and Reels, square images for feeds, and simplified banners for Audience Network to maximize engagement and conversions.
What are Facebook ad placements
Facebook ad placements are the different spots where your ads show up across Meta platforms—Facebook, Instagram, Messenger, and the Audience Network. Think of placements like digital real estate: each location puts your message in front of different types of users.
You choose placements inside Facebook Ads Manager at the ad set level. The platform lets you pick placements manually or use automatic placements that distribute ads based on performance data.
Placements determine where your ads are seen. But they also affect how they’re seen—story, feed, video, sidebar, or even inside someone’s messages. Placement directly impacts cost, visibility, and engagement.
Every placement behaves differently. Some drive clicks, others views. Some cost more but perform better. That’s why selecting the right mix is essential to maximize ROI.
You can advertise on 4 core platforms:
- Facebook (feeds, marketplace, video, right column, search, etc.)
- Instagram (feed, stories, reels, explore, shop)
- Messenger (inbox, sponsored messages, stories)
- Audience Network (third-party apps and mobile sites)
Each one offers unique placements, creative formats, and targeting potential.
Performance can vary drastically between placements. For example:
- Mobile feed = high CTR, lower CPC
- Right column = low CTR, but great for retargeting
- Stories = immersive, high engagement
- Audience network = cheap reach, but often lower quality traffic
Manual vs Automatic Facebook Ad Placements
Automatic placements let Facebook’s algorithm choose where to show your ads. It's great for beginners or if you want to stretch your budget.
Manual placements give you control to choose exact platforms—ideal for advanced strategies or niche targeting.
Pros of Automatic: Saves time, maximizes delivery, lowers CPC. Cons of Automatic: Less control, potential budget spend on underperformers.
Pros of Manual: Full control, hyper-targeted strategy. Cons of Manual: More work, requires performance data.
Start with automatic to collect performance insights, then test manual placements as your strategy evolves.
Full List of Facebook Ad Placements
Where your ad shows up matters just as much as what it says.
Facebook gives you access to a wide network of placements across its family of platforms — Facebook, Instagram, Messenger, Audience Network, and now Threads. Each placement shows your ad to people in different ways, on different devices, and in different formats.
Here’s a full breakdown of every available ad placement, so you can choose the right ones for your campaign goals and creative.
Facebook Placements
Facebook’s placements give you access to the core of Meta’s ecosystem. These are some of the most familiar, most used, and often the highest-performing placements. Most are mobile-first, but desktop options are still available for specific use cases like retargeting or B2B.
News Feed
Your ad appears in the main scrolling feed. This is the first thing users see after logging in.
- High visibility
- Supports images, video, carousel, and collection
- Great for awareness and conversions
Right Column
Ads show in the right-hand column, but only on desktop.
- Lower engagement
- Cheapest CPC
- Good for retargeting or brand reinforcement
Marketplace
Your ad appears on the Marketplace homepage or beside product listings.
- Best for ecommerce and local businesses
- Requires pairing with News Feed
- Great if your products fall under Facebook's Marketplace categories
Stories
These are full-screen vertical ads between user stories.
- Max 15 seconds
- Ideal for quick promotions
- Great for brand awareness and reach
Reels
Reels ads show between short videos in the Facebook Reels feed.
- Mobile-only
- Designed for younger, short-form video audiences
- Use fast-paced, vertical content
Video Feeds
Ads appear in between organic video content like Facebook Watch.
- High video consumption
- Great for driving video views
- Use when targeting video-first users
In-Stream Video
Like a commercial break, these ads run before, during, or after video content.
- Non-skippable
- High reach, but lower conversion
- Best used with brand awareness campaigns
Search Results
Ads show up when users search inside Facebook, including Marketplace search.
- Mobile-only
- High intent placement
- Use keyword-aligned ad copy
Groups Feed
This placement shows your ad in the Facebook Groups feed.
- Still limited but growing
- Use if your audience is active in niche Facebook groups
- Great for community-focused brands
Instagram Placements
Instagram is visual, mobile-first, and has some of the highest engagement rates across Meta platforms. These placements are built for storytelling and brand discovery. If you're targeting Millennials or Gen Z, Instagram is a must.
Feed
Ads appear as users scroll their Instagram homepage.
- Supports video, images, carousels
- Native-looking, blends into feed
- Strong for product ads and lifestyle visuals
Explore
Your ad shows up in the discovery tab, where users go to find new content.
- Reaches users beyond your followers
- More than 50% of Instagram accounts use Explore monthly
- Best for top-of-funnel and new brand awareness
Stories
Full-screen vertical ads placed between user stories.
- Max 15 seconds
- High early engagement
- Add motion, captions, and strong CTAs
Reels
Ad content shows up between user-generated Reels.
- Short-form video
- Best for entertaining, mobile-native content
- Repurpose content from Stories when possible
Shop
Your ad is embedded inside the Instagram Shop product feed.
- Shows up among tagged products
- Only available for businesses with a product catalog
- Ideal for DTC ecommerce brands
Messenger Placements
Messenger ads reach users inside Meta’s messaging app. These placements are personal and high-touch, so they’re best for re-engaging users or leading them into a conversation funnel.
Inbox
Ads appear in between chat threads on the home screen of Messenger.
- Looks like a chat preview
- Click opens full ad with CTA
- Good for traffic and conversion campaigns
Sponsored Messages
Send a message directly to users who have chatted with your business.
- Direct and personal
- Only available to previous message contacts
- Best for re-engagement and remarketing
Stories
Messenger Stories ads work just like Facebook and Instagram Stories.
- Vertical format
- Short videos or images
- Use when combining with other Stories placements
Audience Network Placements
Audience Network lets you show ads outside of Facebook on third-party apps and mobile websites. These placements are great for broadening your reach, but quality and engagement tend to be lower. Use for scale—not precision.
Native, Banner, and Interstitial
- Native ads blend into app content
- Banner ads are small and static
- Interstitial ads are full-screen and shown between actions
- Best for driving impressions and brand visibility
Rewarded Video
Users watch your video in exchange for in-app rewards (like coins in a game).
- High completion rate
- Good for awareness and reach
- Great if targeting heavy mobile gamers
In-Stream Video
Similar to Facebook in-stream, but shown on external content platforms.
- Used for scale
- Non-skippable
- Use brand-safe settings to manage risk
Threads Placements (Beta)
Threads is Meta’s latest platform focused on real-time discussions. Ad placements here are still being developed and are not broadly available yet. Meta is expected to model these after Reels or Explore placements from Instagram.
Beta Access Only
- Not available to most advertisers yet
- Likely to favor short-form, mobile video
- Early adopters should watch this space for testing in 2025
How Different Placements Affect Performance
Each placement performs differently depending on audience behavior, device use, and your ad creative. Facebook ad results can change a lot depending on where your ad runs.
CPM and CPC by Placement
- Mobile News Feed: Low CPC, high CTR
- Desktop News Feed: Higher CPC, better for long copy
- Right Column: Lowest CPC, low engagement
- Instagram Feed: 10x more engagement than Facebook
- Stories: High interaction, higher CPC
Engagement Trends
Reels and Stories show spikes in early engagement.
Feed ads get consistent, longer-term performance.
Mobile vs. Desktop
96% of Facebook users are on mobile.
Most placements (Stories, Reels, Messenger) are mobile-only. Desktop placements include News Feed (desktop) and Right Column.
How to Optimize Facebook Ad Placements
Optimizing placements isn’t about choosing the cheapest—it’s about testing, analyzing, and matching the right creative with the right space. Facebook gives you tools to do just that.
1. Use of A/B Testing
Run tests by changing only one placement at a time.
Use the Breakdown tool in Ads Manager to compare performance by placement.
2. Placement Asset Customization (PAC)
This lets you design custom versions of your ad for different placements.
Example: Use vertical video for Stories and square images for Feed.
3. Choosing the Right Creative Size
| Placement | Aspect Ratio |
|---|---|
| Stories/Reels | 9:16 |
| News Feed | 1:1 or 4:5 |
| Right Column | 1.91:1 |
4. Time-of-Day Strategies
Start with automatic scheduling. Then, check reports to see when your audience clicks the most and adjust delivery.
Best Creative Practices for Each Ad Placement
Using the right creative format for each placement increases engagement, lowers costs, and improves conversions. One-size-fits-all doesn’t work here.
Facebook Feed
- Use square or vertical images
- Add short, clear headlines
- CTA should be visible above the fold on mobile
Reels and Stories
- Keep it under 15 seconds
- Use motion, captions, and sound
- Hook viewers in the first 3 seconds
Audience Network
- Use simple static visuals or short videos
- Avoid over-investing in top-tier creatives
- Expect lower engagement; use for broad reach
Carousel vs. Single Image
- Carousel: Best for multiple products or storytelling
- Single Image: Better for retargeting and clear offers
Format Tips by Placement
| Placement | Format Tip |
|---|---|
| Stories | Vertical, motion-friendly |
| Feed | Square or vertical |
| Right Column | Simple image, headline-driven |
| Messenger | Short, CTA-focused, text-clear fast |
Common Facebook Ad Placement Mistakes
Placements can either help your campaign succeed or waste your budget. Avoid these common mistakes to keep performance strong and your costs low.
Using One Creative for All
Creative that looks good on Feed might be cropped or unreadable in Stories.
Always adjust size and format to match placement.
Ignoring Low-Performing Placements
Use Ads Manager to find weak placements. Pause those that drain budget without results.
Relying Too Much on Automation
Automatic is a great starting point. But once you have data, switch to manual and cut placements that don’t work.
Wrong Placement for Campaign Objective
Don’t run Story ads for a long-form offer. Match your placement to both objective and creative type.
FAQs
The best placement for Facebook ads depends on your goal, but Facebook and Instagram feeds usually perform best for reach, engagement, and conversions.
To set placement in Facebook ads, go to Ads Manager, choose your campaign objective, then select either “Automatic” or “Manual” placements at the ad set level.
There are currently 19 placement options in Facebook Ads Manager, grouped across Facebook, Instagram, Messenger, Audience Network, and Threads.
Final thoughts
Choosing the right Facebook ad placements is key to better performance, but the creative inside those placements matters just as much. If your catalog ads all look the same, they’ll blend in and underperform.
That’s where Cropink comes in. It helps you turn plain product feeds into standout, on-brand catalog ads—fast. Whether you're syncing from Shopify or designing in Figma, Cropink makes launching enriched, high-converting Dynamic Product Ads easy.
Want to see stronger results across every placement? Start for free and create catalog ads that actually convert. No credit card. No dev work. Just better ads.
Sources
1. Sproutsocial. 31 Facebook statistics marketers should know in 2025
Ansherina helps brands create powerful digital marketing and performance marketing strategies. With a passion for ad design and audience engagement, she is dedicated to making brands more visible and impactful.
Leszek is the Digital Growth Manager at Feedink & Cropink, specializing in organic growth for eCommerce and SaaS companies. His background includes roles at Poland's largest accommodation portal and FT1000 companies, with his work featured in Forbes, Inc., Business Insider, Fast Company, Entrepreneur, BBC, and TechRepublic.
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