Facebook Ads

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David Hayes
Revive Active


With 60.6% of all internet users in the world, Facebook is the most popular social media network in 2022, almost 20 years after its founding. Companies have accounts on Facebook because it is a social media platform that cannot be ignored in today’s world.

Thanks to its leading position, Facebook sets the pace for what’s trending. And this also applies to the advertising content on the platform. 

On this network, you can share your news and interact with users and potential prospects. Facebook’s advertising options and redirect links can help showcase your products and services. Additionally, having a professional page also allows you to be in contact with prospects more quickly, gain notoriety and build loyalty.

Key figures in 2022: 

In the world: 

  • Over 200 billion accounts for small businesses, 
  • 75% of brands use ads content, 
  • 2,91 billion monthly active users,
  • 1,967 billion daily active users in July 2022, 
  • 72,5% advertising reach as a proportion of total monthly active users,
  • 5,17% average organic reach
  • 28,1% paid reach.

In Ireland in 2022: 

  • 2.5 million users ( early 2022) 
  • 60,4% eligible ads reach rate, 
  • 50% reach of ads,
  • 54,2% of ads audience was female, and 45,8% was male.

Facebook advertising formats:

Images and videos were considered native material in the early days of Facebook,  but now everyone can boost their content to increase the reach of their post. It could be challenging for you to select the appropriate or ideal ad format from the many available options.
The following are some of the ad formats: 

News feed: 
This content can be found on Facebook’s home page in either a square or a landscape format, consisting of a title, a description, and a link to your website.
Right column:
An image in square format with a title and a link to your website. This is only available on the desktop view.

Instant articles: 

The image format is quite similar to the news feed, however, this ad choice only has a title, a description and a button to learn more about the product/brand.
The image will appear in a square in this format, and the ad will appear in the standard listings. You can provide backlinks and descriptions.

The mobile/portrait format should be used for this ad. You can have text, and have a call to action that you can swipe up or click on.
Search results: 
This ad is in square format and contains an image and a link. You can add a short title and description.
In-stream video: 
Same recommendation as for news feed with square or landscape format. 
Allows Facebook users to talk directly with your company through Facebook chat. This way, you can send users targeted ads.
Game preview:
This format offers an interactive preview before downloading a game. You can try the game before downloading it.

All these formats can be pictures or videos, from 1 second to 240 minutes maximum for Instant Articles, News Feed and Search Results. 

For other formats (stories, in-stream video), the duration can go from 1 second to 120 seconds. It is also possible to create subtitles, as many people do not listen to the videos and just watch the content.


All placements (News Feed, Right Column, Instant Articles, Facebook Marketplace, Facebook Stories) require the same criteria for carousels, between 2 and 10 cards and only 3 for stories and rotating content. And for videos, this can range from 1 second to 240 minutes.


This type of ad looks like a video but with animated images, it can be accompanied by music and text.


With a more immersive mode, this format aims to facilitate the discovery and purchase of products. An image or a video on the cover and you put 3 other mini visuals also on the cover.  
For each format type, you can make a call to action based on your objective. (subscribe, sign up, buy now, see more or learn more). This way you can increase traffic to your website, or the number of sales, etc.

Your advertising strategy will be supported in every way by the advertising specialists at Adhere Digital. We can give you advice on what would be the best choice based on your target market and industry standards.

The team has additional expertise in data analysis, so we’ll provide you detailed reports to evaluate your progress and improve your campaigns.

Having an experienced agency allows you to put your ideas into action while benefiting from their professional skills.


Please contact us at info@adheredigital.com.