Master Facebook Collection Ads: Examples & Expert Strategies

March 6, 2025 Leave a comment

Collection ads on Facebook are not a new ad format, but they are still not widely used by many advertisers. This type of ad can show personalized products to different users, making the shopping experience smooth from discovery to checkout. Let’s explore more about Facebook Collection Ads in the article below!

What are Facebook Collection Ads?

Facebook Collection is the ad format from Facebook that was designed specifically for mobile platforms. This format can be recognized by its structure: a large image or video at the top, followed by 4 smaller images below.

When clicked, it opens an immersive album interface that loads quickly, offers a smooth experience, and presents products beautifully. This interface can showcase up to 50 products. Within the album, clicking on an individual product will direct users to the advertiser’s website or app.

How Does Facebook Collection Ad Work?

Unlike those traditional ads that run in a static fashion, Collection ads have an active format for users to discover and navigate through products much easier. They can be run in different placements backgrounds: Facebook Feed, Stories, and Reels with Instagram Feed, Stories, and Reels.

A Collection ad on Facebook starts with a prominent cover image or video at the top, followed by smaller pictures of featured products. The eye-catching design is very inviting and leads users into interaction with the ad.

Users tapping the ad locate themselves on an Instant Experience, formerly Canva, an impressive loading full screen before browsing products seamlessly within Facebook or Instagram.

In fact, within Instant Experience, users can scroll through products, view details, and even make purchases using that same interface. By keeping the shopping journey contained, Collection ads minimize friction and drive higher conversions.

Why Brands Love Collection Ads?

Reach More Audience Segments

The Facebook Collection feature is a powerful tool that helps businesses tap into different audience segments and identify their high-value products with a strategic approach.

By leveraging this format, you can create engaging mobile experiences that introduce users to products they might not have previously considered. This not only captures their interest but also encourages them to explore and interact with your offerings more easily.

Increase Conversions with Targeting

In addition, the Facebook Collection Ads can also be included in conversion campaigns. After screening, users will be targeted for their previous interactions with the website. Users will be able to get exposure to specific brands or provide services for the selected cost. Since an ultimate show will enhance the experience and deepen engagement, you will eventually reach more conversions with the right targeted audience.

Facebook Collection Ad Specs

On Facebook, Collection ads consist of a cover image or video followed by four product images. On Instagram, the format is slightly different, featuring only 3 product images. In both cases, the cover image or video serves as the first media asset in the full-screen Instant Experience.

1. Ad Copy

Headline: Up to 25 characters, displayed above the product images (not available on Instagram).
Body Text: Up to 90 characters, shown above the main creative.

2. Video Guidelines

Aspect Ratio: 16:9 or 1:1
Format: H.264 video compression with high profile, square pixels, fixed frame rate, and progressive scan.
Audio: Stereo AAC compression at 128 kbps.

3. Image Requirements

Aspect Ratio: 1.9:1 (16:9 or 1:1 for Instagram).

Recommended Size: 1,200 x 628 pixels.

4. Slideshow Specifications

Aspect Ratio: 16:9, 1:1, or 2:3 (automatically cropped to 1:1 if images vary in size).
Audio Format: Stereo AAC compression at 128 kbps.
Supported Audio Files: WAV, MP3, M4A, FLAC, OGG (Ensure you have the legal rights to use any music).

5. Supported Campaign Objectives

Traffic: Drive users to a website or landing page.
Conversions: Encourage users to take specific actions, such as making a purchase.
Catalog Sales: Showcase and promote products dynamically from a catalog.
Store Visits: Increase foot traffic to physical store locations.

6. Available Templates for Instant Experience

Instant Storefront: Ideal for showcasing multiple products in a catalog-like layout.
Instant Lookbook: Best suited for displaying lifestyle images with featured products.
Instant Customer Acquisition: Focused on generating leads or driving specific actions.
Instant Storytelling: Designed to engage users with immersive brand narratives.

How to Create a Collection Ad on Facebook?

Facebook Collection operates based on the Product Catalog. It combines a cover image or video with featured products displayed below. Follow these steps to set up a Collection Ad with the updated Meta Ads Manager platform.

Step 1: Create a New Campaign

Go to Meta Ads Manager.

Click ”+ Create” to start a new campaign.

Choose a campaign objective that supports Collection Ads:

Awareness (Maximize reach or store location features).
Traffic, Engagement, Leads, or Sales (Select Website or App as the conversion location).

Set your budget, schedule, and audience targeting.

Step 2: Choose Ad Placements & Identity

In the Placements section, choose:

Advantage+ placements (recommended for automated optimization).
Manual placements (customize where your ad appears).

Select your Facebook Page and Instagram account (if applicable).

Step 3: Set Up Your Collection Ad Format

In the Ad setup section, choose Collection as your ad format.

Add primary text and a headline to describe your offer.

Step 4: Build an Instant Experience (Required for Collection Ads)

In the Destination section, select an existing Instant Experience or create a new one.

Choose an Instant Experience template:

Storefront (Recommended): Feature products in a mobile shopping experience.
Customer Acquisition: Encourage people to explore your brand.
Lookbook: Showcase products in lifestyle images with tagging.
Digital Circular: Highlight the latest offers for in-store visits (not available on Instagram Reels).

If you chose Storefront, select a product set:

Order dynamically (Recommended): Meta will automatically display top products based on performance.
Choose a specific order: Manually select and arrange products from your catalog.

Step 5: Finalize & Save Your Ad

Add images, product details, and branding elements to your Instant Experience.

Click Done to save your setup.

Use the Ad Preview tool to see how your ad will appear across placements: Feeds, Stories, Reels, Search results, and Partner apps (product images may be auto-adjusted to 1:1 or 4:5 aspect ratio for optimal display).

Review all ad details, placements, and previews.

Click “Publish” to launch your ad.

Facebook Collection Ad Best Practices

Use High-Resolution Images and Engaging Videos

Grab attention with visually striking, high-resolution images and professional-quality videos. Investing in well-shot visuals helps present your products in the best possible way. Crisp, vibrant content not only makes your Collection Ad stand out but also enhances the user experience, making it more appealing and engaging.

Keep Your Layout Clean and User-Friendly

Whatever it is, keep it simple. Do not overcrowd your advertisements with too much text or too many product options. The design should be well thought out and intuitive, allowing users to browse their way easily through your catalog and quickly find the information they need to purchase.

Showcase Your Product’s Key Features and Benefits

Clearly communicate what sets your products apart. Highlight their unique features and the benefits they offer to potential customers. Show users why your product is the best choice by emphasizing the value it brings, making your brand more compelling and competitive.

Use a Strong and Clear Call-to-Action

Lead your audience to the next step by including a strong and actionable call. Use direct and convincing words, like ''Shop Now'', ''Discover More'', or "Get Yours Today", that amp up the persuasion to click and convert. Don't make customers find it hard to engage with your brand and go on in their buying journey.

Implement Pixel App for Optimal Tracking

Boost your Facebook Collection Ads using the Two Owls FB Pixel App. This is the tool with which you can measure all ad interactions more accurately in order to get data for better understanding and improvement of ad strategies. Two Owls will make all analytics available at your fingertip to make more intelligent advertising decisions. In addition, it's quite easy to set up with Shopify, so you can get started tracking conversions and retarget visitors without hassle.

Facebook Collection Ads Examples

Audi

The Facebook Collection Advertisement was the first attempt to create an attractive campaign directed at car enthusiasts and triggering interest in the 2018 Audi A5 Sportback by Audi USA.

The ad showed an awe-inspiring cover image of the A5 Sportback against beautiful mountainous scenery underlining the car's elegance, power, and intelligence.

To help with the shopping experience, the ad included four detailed product images showing the A5's stylish front grille, luxurious interior, stylish rear design, and alloy wheels; then it invited users to continue shopping.

Adidas

To promote the Z.N.E. Travel Hoodie, Adidas utilized Facebook Collection Ads, delivering an interactive and seamless shopping experience. The ad featured a dynamic video cover, showcasing the hoodie’s premium design and versatility, followed by a selection of complementary products like shoes and travel bags.

The ad appeared in Facebook Feeds, immediately capturing attention with a bold video thumbnail.
Clicking the ad opened a full-screen Instant Experience, where users could browse product details effortlessly.
Users could then click on specific products to be directed to the Adidas website, where they could complete their purchase.

Corkcicle

This Facebook ad campaign leverages a collaboration with the globally recognized Star Wars brand.

The main image features two iconic characters in a setting reminiscent of the movie, while Corkcicle carefully selects four minimalistic product images to maintain a clean and visually appealing layout.

Additionally, the ad is strategically targeted toward a niche audience, an essential tactic for driving engagement, attracting leads, and boosting conversions.

FAQs for Facebook Collection Ads

What’s the difference between Facebook Carousel Ads and Collection Ads?

Unlike Carousel Ads, Collection Ads have a huge post-click experience. With a Collection Ad, consumers get to an in-app storefront within Facebook and can then start shopping without the hassle of heading to a sales page just to buy the item. In other words, these ads keep the customer in-store while they shop. Carousel ads typically link back to the advertiser's site.

What types of products are best suited for Collection Ads?

Collection Ads are best for showing many products or a whole catalog since these ads are considered best for retailers and e-commerce that wish to put a wide range of items or sets of grouped products on display.

Are there any industry-specific benefits of using Collection Ads?

Collection Ads are beneficial for all spheres of commerce due to their direct and easy shopping experience; however, this is particularly advantageous within fashion, beauty, home goods, and technology where lustrous pictures and instant product access lead to impulse purchases.

How often should Collection Ads be updated?

It is recommended to keep Collection Ads fresh and interesting for returning audiences by regularly updating them to reflect inventory changes, seasonal offerings, or new product launches.

Closing

The above provides a basic overview of a new advertising format on Facebook: Facebook Collection Ads. Hopefully, businesses can leverage this format to effectively promote their products, deliver services that meet customer needs, and drive revenue growth.

However, before running ads, make sure you have a solid understanding of different ad formats and determine which ones best suit your products and brand.