Flexible ad format is a way of building a single Meta ad from a pool of images, videos and text. Instead of choosing one format, you give Meta the assets, and it decides for each person and placement whether to show a single image, a single video or a carousel, and which assets to use. For Sales and App promotion campaigns it has largely replaced dynamic creative.
How it works
- Create an ad in a Sales or App promotion campaign, usually with a website conversion location.
- Under the ad's format, choose flexible.
- Upload up to 10 images or videos, plus several versions of primary text and headline.
- Meta generates the versions, picks a format per placement and shows each person the one it predicts will perform best.
Because it lives at the ad level, one ad set can contain flexible ads next to ordinary single-image or video ads. That's the main structural difference from dynamic creative, which took over a whole ad set.
At the time of writing, flexible ad format isn't compatible with catalogue-based ads, so it switches off when you use Advantage+ catalog ads in the same ad. Meta continues to change these rules, so check Ads Manager.
What it is good for
- Placement fit. Meta can show a video in Reels and a carousel in Feed from the same ad, without you building a version for each.
- Asset rotation. A pool of assets ages more slowly than a single image, which can delay ad fatigue.
- Less manual work. One ad replaces several near-duplicate ads.
What it is not good for
Flexible ads are built for delivery, not for learning. Reporting breakdowns by individual image or video are limited, so you often can't tell which asset carried the result. If you need to know whether a new angle works, test it as its own ad first. See creative testing.
Flexible ad format vs related tools
| Tool | Level | What Meta decides |
|---|---|---|
| Flexible ad format | Ad | Format and which of your assets to show |
| Dynamic creative (legacy for Sales) | Ad set | Combinations of your assets |
| Advantage+ creative | Ad | Enhancements to your assets, such as brightness, music or text variations |
| Carousel ads | Ad | Card order, if you allow it |
Tips for better flexible ads
- Make every asset work with every line of text. Meta will pair them freely.
- Keep assets to one product or one offer per flexible ad, so pairings stay coherent.
- Include at least one vertical video for Reels and Stories, and one square or 4:5 image for Feed.
- Use it to scale proven assets, after they've won as standalone ads.
Our guide to static vs video ads covers how to mix formats in the asset pool.
Frequently asked questions
What is flexible ad format on Meta?
Flexible ad format is an ad-level option where you upload several images, videos and text versions, and Meta decides for each person and placement whether to show them as a single image, a video or a carousel, and which assets to use.
Did flexible ad format replace dynamic creative?
For Sales and App promotion campaigns, largely yes. Flexible ad format is chosen per ad rather than per ad set, so you can mix flexible and regular ads in one ad set. Dynamic creative is still offered for some other objectives at the time of writing.
How many images can I add to a flexible ad?
At the time of writing, up to 10 images or videos, or a mix of both, together with several versions of primary text and headline. Check Ads Manager for your account's current limits.
Can I see which image performed best in a flexible ad?
Breakdowns by individual asset are limited, so it's hard to tell which image or video drove results. Test new assets as standalone ads first, then combine proven winners in a flexible ad to scale.
