- Keep Facebook primary text under 150 characters — mobile hides anything beyond ~125 behind a 'See More' link.
- Write headlines at 27 characters or fewer. On mobile feeds, anything longer gets cut off.
- Descriptions often don't show on mobile. Never put critical information there.
- Put most copy in the text fields, not burned into the image itself.
- Keep image overlays to 4-6 words max, high contrast, and centered inside the safe zone.
- Edit text on ad images fast with Coinis Revise — no design tools or skills required.
Facebook's Text Fields: Where Your Copy Goes
Every Facebook ad splits your message across three distinct copy fields. Each renders differently. Know which field does what before you type a single word.
Primary Text (Ad Copy)
Primary text sits above your ad image or video. It's the main message. Per Meta's Ads Guide, Facebook Feed image ads recommend 50–150 characters for primary text. On mobile, anything beyond about 125 characters disappears behind a "See More" link. Most users never tap it. Put your strongest argument in the first two sentences.
Headline
The headline runs below the image, right next to the CTA button. Meta's Ads Guide recommends 27 characters for Facebook Feed. On mobile, anything beyond 27 gets cut. Write the headline to stand alone. "Save 30% Today" works. "Discover Our Amazing Range of Premium Quality Products" does not.
Description
The description sits below the headline. It is often hidden on mobile placements entirely. Write a description as supporting context, but never put critical information there. If it disappears, your ad still needs to work.
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Character Limits: Write for Mobile, Not Desktop
Most Facebook users are on a phone. The desktop view shows more text. The phone view cuts aggressively.
Recommended Lengths vs. Maximum Limits
Per Meta's Ads Guide, Facebook Feed image ads recommend 50–150 characters for primary text and 27 characters for the headline. These are recommendations, not hard caps. Technically, primary text accepts up to 63,206 characters. Nobody should use anywhere near that. The practical ceiling is 125 characters before mobile truncation kicks in.
How Text Gets Truncated Across Placements
Feed ads truncate primary text at around 125 characters on mobile. Reels placements show even less before cutting off. Stories show only the first line or two above the safe zone. Write your key message as if only the first sentence will appear. Everything after that is a bonus.
Principles for Short-Form Ad Copy
One idea per ad. One action per CTA. Use numbers when you have them. "50% off" beats "big savings." Start with the benefit, not the brand. Cut every word that does not earn its place.
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Adding Text Directly to Your Ad Image
Image overlays are an additional text layer on top of your visual. Use them carefully.
When to Use Image Overlays
Use overlays for short, punchy phrases that reinforce the image. A price callout. A deadline. A product name. Keep it to four to six words maximum. Avoid putting your full ad copy on the image. Meta's Help Center guidance is clear. Most of your text belongs in the copy fields, not burned into the creative.
Safe Zones and Text Visibility
Stories and Reels placements have defined safe zones. For Instagram Stories ads, the top 14% (roughly 250 px) and bottom 20% (roughly 340 px) are at risk of being obscured by UI elements, per Meta's design requirements. For Reels ads, the bottom 35% and each side at 6% are similarly restricted. Keep any image text in the center of the frame and away from these edges.
Font, Color, and Readability Guidelines
Use large type. At mobile screen sizes, small text is invisible. High contrast is non-negotiable. White text on a light background fails. Dark text on a light image, or white text with a subtle shadow or solid backing, both work well. Avoid decorative fonts that trade legibility for style.
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Best Practices for Text Placement
Positioning Text on Your Creative
Place image text centrally, within the safe zone. Avoid corners and edges. Align text with the visual focal point, not against it. If the image has a clear subject, position the text where it complements rather than obscures it.
Contrast and Legibility Checks
Zoom out to 50%. If text is hard to read at that size, it will be unreadable on a phone screen. Test your creative at actual mobile dimensions before uploading to Ads Manager.
Avoiding Text Clutter and Distraction
One text element on the image is usually enough. Two at most. Spreading text across the entire image fragments attention. Let the visual carry the weight. Text should punctuate the image, not compete with it.
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Editing and Testing Text on Your Ads
Quick Edits With Coinis Revise
Already have an ad image? Coinis Revise lets you edit text directly on it without touching a design tool. Change the headline on the image. Move the text block. Swap the font color. The Edit text on image capability handles it in one click. No exporting. No layers. No design skills needed.
Testing Variations
Use Revise's Variate capability to generate multiple versions of the same creative with different text placements or copy. Run the best two or three against each other. Different audiences respond to different messages. Testing reveals which text actually works.
Iterating Based on Performance
Check your Advertise reporting for CTR and engagement per creative. Low CTR often points to a weak headline. High impressions with low clicks usually means the primary text is not compelling. Swap the headline first. Then test the primary text. Iterate fast.
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Or skip the steps.
Coinis Revise edits any ad image with AI. Move text. Change text. Swap colors. Erase objects. Translate to any language. One click each.
No design skills. No Photoshop. One click.
15 AI tokens a month. No credit card.
Frequently Asked Questions
Does Facebook have a text limit on ad images?
Meta no longer enforces a strict 20% text rule, but heavy image text can still reduce ad delivery. Keep overlays short and put most of your message in the copy fields (primary text, headline, description) instead.
How many characters can I use in a Facebook ad headline?
Meta recommends 27 characters for Facebook Feed headlines. Anything beyond that gets cut off on mobile. Write headlines that make sense and stand on their own within those 27 characters.
Where should I put the most important information in my Facebook ad?
Put it in the first sentence of primary text, before mobile truncation kicks in at around 125 characters. Your headline is the second priority. Descriptions often don't display on mobile, so don't rely on them.
Can I edit text on my ad image without design software?
Yes. Coinis Revise's Edit text on image capability lets you add, move, or change text on any ad image in one click. No design skills, no Photoshop, and no separate export step required.