> Quick answer: Facebook carousel ads (swipe ads) support 2-10 cards, each with its own image or video, headline, description, and URL. Build one in Meta Ads Manager by choosing "Carousel" at the ad level, uploading your creatives, and filling in the card fields. Full steps below.
What Is a Facebook Carousel Ad?
A Facebook carousel ad displays multiple images or videos in one scrollable unit. Users swipe through each card. Each card can link to a different URL.
How it works and why it matters
Each card is independent. It carries its own image or video, headline, description, and destination link. One ad can showcase 10 products at once. Or walk a user through a step-by-step process. Or highlight different features of the same item.
That flexibility makes carousel one of the most versatile formats on Meta. Ecommerce brands use it to show product ranges. Service businesses use it to walk through a process. Any advertiser can use it to tell a sequential story.
Supported placements
Per Meta's Ads Guide, carousel ads run across Facebook Feed, Instagram Feed, Facebook Stories, Instagram Stories, Facebook Reels, Instagram Reels, and Messenger Stories. One campaign. Many surfaces.
Facebook Carousel Ad Specifications
Know the specs before you build. Meta enforces hard limits on every field.
Image dimensions and aspect ratio
The recommended resolution is 1080x1080 pixels, a 1:1 square crop. Meta also supports a 4:5 aspect ratio for a taller frame. A 3% deviation in ratio is allowed. Keep visuals consistent across every card so the ad looks cohesive as users swipe.
File size and card limits
Each carousel supports 2 to 10 cards. The maximum image file size is 30MB per card. For video cards, the limit is 4GB. Video duration can range from 1 second to 240 minutes.
Text character limits
Per Meta's Ads Guide, the limits per field are:
- Primary text: 80 characters
- Headline per card: 45 characters
- Description per card: 18 characters
Short and punchy. Every word has to earn its place.
Step-by-Step. Create a Carousel Ad in Ads Manager
Step 1. Start a new campaign
Open Meta Ads Manager. Click "Create." Choose your campaign objective. Traffic, Conversions, and Catalog Sales all support the carousel format.
Step 2. Choose carousel as your format
Navigate to the ad level. Scroll to "Ad format." Select "Carousel." The card builder appears below.
Step 3. Add image and video cards
Click "Add card." Upload your first image or video. Repeat for each product or message. You need between 2 and 10 cards total. Each card needs its own creative asset.
Step 4. Fill in headlines, descriptions, and links
Each card has its own text fields. Write a headline (45 characters max). Add an optional description (18 characters max). Enter the destination URL. A landing page URL is required for every card.
Step 5. Add primary text and call to action
Primary text sits above the carousel and applies to the whole ad. Keep it under 80 characters. Choose a CTA button that matches your goal. "Shop Now," "Learn More," and "Sign Up" are common choices.
Step 6. Review and launch
Preview the ad in both desktop and mobile views. Check every card individually. Confirm all URLs load correctly. When everything looks right, click "Publish."
Best Practices for Carousel Ads
Make the first card stand out
The first card is what users see first. They decide whether to swipe based on it. Put your strongest visual or offer there. Bold colors. Clear value proposition. No clutter.
Tell a story across cards
Cards read left to right. Use that sequence intentionally. Introduce a problem in card one, build through the middle, and deliver the payoff at the end. Or show a product in different settings across each card. Either way, give users a reason to keep swiping.
Optimize headlines and descriptions
Card headlines should be specific. "Free shipping over $50" beats "Check this out." Descriptions are tight at 18 characters. Use them for price, a discount, or one sharp differentiator.
Test different card orders
Meta can automatically optimize card order. But manual testing works too. Try placing your second-strongest creative first. Compare swipe rates over a few days. Small changes move numbers.
Common Mistakes to Avoid
Inconsistent branding across cards
Every card is its own asset. But all cards live in one ad. Consistent fonts, colors, and tone matter. A jarring visual shift between cards breaks trust and kills swipe momentum.
Text too small to read on mobile
Most people view carousel ads on phones. Text must be large and legible. If you have to zoom in to read it, redesign it. Mobile-first is not optional.
Weak call-to-action messaging
"Click here" is not a CTA. Tell users exactly what happens next. "Shop the collection." "Claim 20% off." "Book a free call." Specific action language outperforms vague prompts every time.
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Frequently Asked Questions
What is the difference between a Facebook carousel ad and a swipe ad?
They are the same format. 'Swipe ad' is informal shorthand because users swipe through the cards on mobile. In Meta Ads Manager the format is called 'Carousel'.
How many cards can a Facebook carousel ad have?
Between 2 and 10 cards per carousel ad. Each card can be an image or a video with its own headline, description, link, and call-to-action button.
What image size should I use for Facebook carousel ads?
Meta recommends 1080x1080 pixels at a 1:1 aspect ratio. A 4:5 aspect ratio is also supported. Keep the resolution consistent across all cards for a clean, professional look.
Can each card in a carousel ad link to a different URL?
Yes. Each card has its own destination URL field. This makes carousels useful for showcasing multiple products that each link to their own product page.