Paid advertising creative specs, organized by campaign type. Current as of 28 July 2026.
Referenced from the creative brief deliverables section, and used to fill the format/size field in ad naming conventions.
Master asset pack
Produce these eight files and you cover most placements across all five platforms.
This pack is a production recommendation synthesised from the platform ratios below, not a spec published by any one platform.
Build one master, export many
Where a platform accepts several ratios of the same creative, compose one master and keep everything important inside the region common to every crop.
The saving is design time, not upload steps. Platforms still want each ratio as its own file. And a crop is a reframe, not a resolution gain: export full-size vertical for Stories, Reels, and Shorts rather than upscaling a crop.
How to read the diagrams
A note on safe zones
Meta and TikTok both overlay their interface on full-screen vertical creative, and both move those boundaries over time. TikTok’s usable area also changes with caption length and which interactive elements are present, so there is no single correct figure.
These pages show where the interface sits and say so plainly; they do not restate pixel counts that would go stale. Pull the current safe-zone template from the platform, since TikTok publishes downloadable ones and Meta shows them in Ads Manager placement previews, and design against it.
Google publishes no percentage safe zones at all. Center the focal subject and assume any edge can crop.
