Meet Facebook Collection Ads - Your Next Winning Ad Format

Be honest: Are your Facebook ads making you yawn? Now, imagine how your customers feel. E-commerce brands are constantly seeking innovative ways to stand out online. 

That’s where Facebook collection ads (formerly Canvas) come in. They’re eye-catching and interactive, turning your snooze-fest shopping campaigns into an exciting and effortless shopping experience even Miranda Priestly would approve of (well, sort of). 

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Let’s look into why this ad format could be a home run for your business.

What are Facebook collection ads?

Facebook collection ads are a visually rich format that combines images, videos, and product catalogs into a single, immersive experience. They allow potential customers to explore your product or service catalogs on mobile devices, and appear on Facebook Feed, Stories, and Reels, as well as Instagram Feed, Stories, and Reels.

You can showcase multiple services or products using a video or cover photo. When someone clicks on a collection ad, they go to a full-screen Instant Experience, where they can discover, browse, and purchase products and services on their phone without leaving the Facebook app. 

If you’re an e-commerce brand looking for a sleek and interactive way to showcase your products or services, Meta created this format just for you. 

How to create collection ads

1. Go to Meta Ads Manager and click ‘Create campaign.’

2. Pick one of the six campaign objectives. I chose the 'Sales' campaign because collection ads typically drive conversions. Your setup will look slightly different depending on what you choose. Afterward, click ‘Continue.’

3. You can choose between an Advantage+ Shopping campaign setup and a manual setup. I’m going with a manual setup to create my campaign from scratch.

4. ‍Add details like the ad set name, performance goal, and product set. 

5. Add your budget & schedule details, and tap ‘Next’ when done.

6. Set your audience location, adjust the language settings (if necessary), and exclude those who already know about your brand if you want to target new audiences. Click ‘Next’ afterward.

7. Ensure you’re using the correct Facebook and Instagram Business Pages. Then, choose the collection ad format.

8. You can now decide how your collection products are featured. Would you like them to be dynamically selected, or would you prefer to choose four specific products? Remember that allowing Facebook to select your products dynamically means they will be ranked by popularity or likelihood of conversion—a sweet deal for boosting your sales. After that, add your headline and description text. Advantage+ Creative can also tailor your ad for each viewer by automatically optimizing the Facebook ad creative.

9. Decide where to send your potential customers immediately after they click on your ad. This is called the Instant Experience. When you are done, tap ‘Next.’

10. Now, select where you want them to go after the Instant Experience.

11. Lastly, ensure that your Meta Pixel and URL parameters track where traffic comes from when people interact with your ad. We have a comprehensive guide on how to set up your Meta Pixel. When done, it’s time to hit that ‘Publish’ button.

Facebook collection ad design specs

Stick to these ad sizes and specs, and your collection ads will be good to go!

Facebook image specs

• Image size: At least 1080 x 1080 pixels, but it's best to use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• The recommended aspect ratio is 1:1. Ratios from 1.91:1 to 4:5 are supported, but Facebook may mask them to 1:1.
• Instagram ad aspect ratio: 1.91:1 to 1:1.
• Recommended file types: JPG or PNG.
• Maximum file size: 30 MB

Facebook video specs

• Facebook video ad size: It must be at least 1080 x 1080 pixels, but you can use the highest resolution that meets the ratio requirements since there is no maximum resolution.
• Recommended video ad format: MP4, MOV, or GIF.
• Recommended Feed aspect ratio: 1:1. Ratios from 1.91:1 to 4:5 are supported, but Facebook may mask them to 1:1.
• Maximum file size: 4 GB

Facebook character limit

• Headline: Up to 40 characters. You can go over this limit, but Facebook may truncate the text.
• Primary text: Up to 125 characters will appear on the ad's preview. The viewer can see the rest by clicking ‘See more.’
• A landing page URL is required.

Best practices for collection ads

When creating a collection ad, the devil's in the details. Here are some ways to make collection ads work harder for you and help you hit your targets.

1. ‍Grab attention with a cover image or video: Start with an eye-catching photo or video to draw people in. Good Facebook ad design can turn interest into clicks. ‍
2. Let the system do the work: When creating your Instant Experience, choose the ‘Order dynamically’ option. That allows Facebook’s ad delivery system to select the top 2-4 products based on popularity or purchase likelihood.‍
3. Showcase various products: If you manually add products to your Instant Experience, pick a diverse range to display. That encourages people to click and discover more.‍
4. Use an extensive product set: Aim for a product set with more than 50 items. A comprehensive product set increases the variety shown in your ad and allows the ad delivery system to pick the most relevant products. Plus, if something goes out of stock, your ad will automatically update to show available items.‍
5. Highlight products in lifestyle photos: When using lifestyle photos in collection ads, showcase your products in real-world settings to create an immersive shopping experience. Pair the cover image or video with multiple product images, and use Facebook’s product tagging tool to highlight specific areas of the photo where your products appear. It makes it easy for users to discover and learn more about your products, driving higher engagement and conversions.

6. Direct people to a rich destination: Send your audience to a page or app section with more products than those shown in your ad. It encourages further exploration.
7. Track your traffic: Add URL parameters to your ad’s destination URL. This will help you see where your ad traffic comes from and track the number of people clicking through to your site.
8. Preview your ad in different placements: During creation, use the ad preview tool to see how your ad looks in various placements. Optimize your images and titles across all placements with this approach.

Inspiring Facebook collection ads examples

Let's examine some standout Facebook collection ad examples. One of them could spark your next ad idea. 

#1 Sun of a Beach

Steal-able inspiration:

This ad by 'Sun of a Beach' features a woman showcasing a collection of must-have beach items, all while enjoying a day at the beach. The main video cleverly integrates user-generated content, which is more relatable and trustworthy than over-polished content, giving the ad a personal touch. The items are displayed "in situ," so viewers can easily imagine themselves using these products at the beach.

What makes this collection ad stand out is its use of seasonal marketing. The entire collection of products is thematic and highlights pink beach accessories, which creates a visually cohesive and eye-catching display. This careful curation gives the impression that the brand has put significant effort into the selection, enhancing its appeal to viewers who appreciate the thoughtful presentation.

Quick takeaway: Integrate user-generated content and experiment with monochromatic themes. 

#2 NORTVI

Steal-able inspiration:

NORTVI’s ad showcases their premium, sustainable luggage against a stunning beach backdrop. Models in chic beige outfits stand on the sand with their luxury suitcases, embodying the popular beige aesthetic currently dominating Instagram and TikTok. 

The real genius of this ad lies in its focus: it's not just selling suitcases; it's selling the experience of luxury travel and beachside relaxation. The aesthetic appeal and lifestyle promise make it irresistible—who wouldn't want to indulge in such a serene and upscale experience?

Quick takeaway: Don’t sell your product; sell the experience that comes with owning it.

#3 Sandro

Steal-able inspiration:

Sandro’s collection ad adopts a whimsical angle of showing a bag floating on a pool inflatable. This fun theme is simple yet captivating, instantly evoking a craving for summer. 

The timing is perfect, as it’s served during the European summer, making viewers dream of poolside relaxation with stylish accessories.

The images accompanying the main video also showcase an outfit that goes perfectly with the bag. This pairing plays into the strengths of collection ads by curating a complete look and making shopping super convenient for the viewer.

Quick takeaway: Be playful. People are on social media for good vibes.

#4 Noo.ma

Steal-able inspiration:

What sets this ad apart is how it uses animation to infuse depth and vibrancy into its video. You can animate your product’s unique selling points or add punchy ad copy to your video. Whether it's bold text popping up strategically or fluid movements that lead your eye, animation can elevate even the most straightforward video.

Another interesting approach is integrating text that interacts with the environment. For instance, your offer text could emerge from behind the couch or glide into the frame along the floor. The possibilities are endless.

Quick takeaway: Amp up your videos with animation and have fun with it.

#5 Luisa Via Roma

Steal-able inspiration:

Luisa Via Roma’s collection ad features a stunning woman on a boat, dressed in a luxurious gown and holding a premium handbag. The simplicity of this ad is its strength, as the video effectively underscores the luxury of the products. 

These items aren’t just for buying; they represent a desired lifestyle. The ad suggests that anyone shopping for these items is the type of person who deserves to be on a luxury boat. A girl can dream, right?

Quick takeaway: Tap into the power of aspiration in your marketing.

#6 Petlibro

Steal-able inspiration:

Create a captivating hook that elicits emotions like 'Awww,' 'Ahhh,' 'Oh no!' or 'Wow!' It doesn't necessarily need to relate directly to your product like this ad; it's all about grabbing attention any way you can. Petlibro’s ad, for example, pulls at the heartstrings of animal lovers—because who would scroll past a fluffy feline?

Quick takeaway: Hook people in by giving them an instant feeling—any feeling.

#7 ROVE

Steal-able inspiration:

Next up is an ad by ROVE showcasing their summer dresses. We see a woman in a breezy summer dress frolicking in the beach dunes, wind in her hair, and sand in her toes. You get the vibe. 

This ad romanticizes summer, presenting their dresses as your ticket to landing a date and maybe even falling in love. It works because it sells the potential and promise of a perfect summer spent with people you adore. ROVE isn't just selling dresses; they're selling the magic those dresses can bring to your summer - that “this could be me” feeling.

Quick takeaway: Sell the possibilities and potential associated with your products to evoke a sense of optimism.

Craving for more ad inspiration? 🤩

Madgicx’s Ad Library has endless Meta ad inspiration for browsing and saving. Even better, if you find something you’d like to emulate for your brand, our creative experts are on standby to make it happen. They'll deliver custom-crafted ads in just 48 hours. Give it a go with the 7-day free trial now.

Collection ads FAQs

Let’s dive into some of your burning questions about collection ads and clear up any confusion.

What is the difference between carousels and collection ads?

Carousel ads allow you to showcase multiple images or videos within a single ad unit, each with its link. Collection ads, on the other hand, feature a cover image or video followed by a grid of product images that users can browse without leaving Facebook or Instagram.

What is the difference between instant experience and collection ads?

Instant Experience ads provide a full-screen experience that loads when clicked. They are often used to tell a more immersive brand or product story. Collection ads integrate with Instant Experience, directing users to a rich, interactive environment to explore more products or services.

Are collection ads mobile only?

Yes, collection ads are designed specifically for mobile devices and appear in the Facebook and Instagram Feeds and Instagram Stories. They leverage the mobile experience to deliver an engaging browsing and shopping experience tailored for on-the-go users.