Not every number is a hard limit. Some sources say a field supports up to a certain number of characters, and longer text is not accepted. Others list text recommendations: going over does not get the ad rejected, but the text can be cut off on screen. The lists below say which is which. All numbers come from the platforms' own help pages and ad guides, listed under sources.
Four checks that apply everywhere
- Text: keep every field within its limit, and remember that some platforms count certain characters differently.
- Media: use an accepted file type, stay under the file size limit, and match the required ratio and minimum resolution.
- Landing page: make sure it opens, works on phones and offers what the ad promotes.
- Policy: check that your product is allowed and that the ad makes no misleading claims.
Meta (Facebook and Instagram)
- Images in Facebook Feed: JPG or PNG, up to 30 MB, at least 600 × 750 px. A 4:5 image at 1440 × 1800 px is recommended.
- Stories and Reels images use a 9:16 ratio.
- Text in Facebook Feed: Meta recommends 50 to 150 characters of primary text and 27 for the headline. These are recommendations, so longer text can be cut off rather than rejected.
- Landing page: the products and services in the ad must match those on the landing page.
Google Ads
- Responsive search ads: 3 to 15 headlines of up to 30 characters, 2 to 4 descriptions of up to 90 characters, and display path fields of up to 15 characters. These are hard limits.
- In Korean, Japanese and Chinese, each character counts as two.
- Uploaded display ads: GIF, JPG or PNG, at most 150 KB, in one of the listed exact sizes. Animation can last at most 30 seconds.
- Landing page: it must work on common browsers and devices, and the display URL's domain must match the final URL.
TikTok
- Non-Spark videos: vertical 9:16 at 540 × 960 px or more, up to 500 MB, with a bitrate of at least 516 kbps.
- File formats: .mp4, .mov, .mpeg, .3gp or .avi, up to 10 minutes long.
- Profile photo: 98 × 98 px, JPG or PNG, under 50 KB.
- Captions in non-Spark ads do not support links, mentions or hashtags.
- Policy: keep text, image, caption, audio, video, landing page and language consistent, and avoid misleading claims.
- Single image ads: JPG, PNG or GIF, up to 5 MB.
- Horizontal 1.91:1 images: 1200 × 628 px recommended, at least 640 × 360 px. Square 1:1 images: at least 360 × 360 px.
- Text: up to 150 characters of introductory text and 70 for the headline are recommended. Longer text can be cut off.
- Landing page: the display URL's domain must match the destination URL's domain, and the page must not open a pop-up.
Microsoft Advertising
- Responsive search ads: headlines up to 30 characters, descriptions up to 90 and path fields up to 15.
- Audience ad images: JPEG or PNG, at least 703 × 368 px. A 1.91:1 image of 1200 × 628 px or more is recommended.
- Audience ad text: short headline up to 40 characters, long headline and description up to 90 each.
- Video ads: 6 to 90 seconds, a bitrate of at least 2,500 kbps and a 4:3, 9:16 or 16:9 ratio.
- Images: PNG or JPEG, up to 20 MB on desktop and 32 MB in the app. A 2:3 image at 1000 × 1500 px is recommended.
- Video: .mp4, .mov or .m4v in H.264 or H.265, up to 2 GB, 4 seconds to 15 minutes.
- Text: title up to 100 characters, of which the first 40 may show in the feed, and description up to 800.
- Carousel: 2 to 5 images in 1:1 or 2:3.
- Landing page: the ad image, description and landing page must be consistent, and the ad cannot suggest a product you do not offer there.
- Image ads: JPG, PNG or GIF, up to 3 MB. A 4:3 image at 1440 × 1080 px is recommended.
- Headline up to 300 characters, with 100 recommended. Destination URL up to 268 characters.
- Video: up to 1 GB, 2 seconds to 15 minutes, at most 30 frames per second.
- Carousel: 2 to 6 cards, each caption up to 50 characters.
- Landing page: the display URL must match the landing page URL, and the advertised product must be available there.
Snapchat
- Images: PNG or JPEG, 9:16 required, at least 720 × 1280 px, up to 5 MB.
- Video: .mp4 or .mov in H.264, up to 1 GB, from 3 seconds to 30 minutes.
- Brand name up to 32 characters and headline up to 34, spaces included.
- Keep key elements in the safe zone and check it with the Safe Zone toggle in Ads Manager.
- Landing page: Snapchat rejects low-quality pages, such as dead links or pages not formatted for mobile phones.
X
- Images: PNG or JPEG, up to 5 MB. 1:1 at 1200 × 1200 px or 1.91:1 at 1200 × 628 px is recommended.
- Post text: up to 280 characters. Each link uses 23 characters, leaving 257 with one link.
- Video: MP4 or MOV, up to 1 GB and 2 minutes 20 seconds. 15 seconds or less is recommended.
- Carousel: 2 to 6 cards, with card headlines up to 70 characters.
How Mecrio's pre-publish check helps
Mecrio checks your draft against each platform's own requirements before anything is sent, such as text limits, supported formats and rules that depend on the options you picked. Problems that would stop publishing are listed under Fix before publishing, and notes that do not block are listed under Good to know. Each problem has a Fix button that takes you to the step where you change it, such as the brief, targeting or creative step.
When you publish, Mecrio's server checks again before the first request reaches the platform, so a known problem stops publishing before anything is created. Mecrio also tries to open your landing page once. If the page does not open, you get a warning rather than a block, because some websites refuse automated visits.