If you have been running Meta ads for any length of time, you have already noticed how fast things shift from targeting policies to creative formats, to the ways users engage with content. But one change that quietly rolled out has the potential to completely reshape how we build and deliver creative. Facebook’s expanded support for placement-based creative adaptation, and that is a gamechanger.
That’s right - Facebook (Meta) now allows you to upload multiple ad sizes for a single creative, and their system will automatically pick the one that best fits each placement. That means full-screen visuals for Reels and Stories, optimized portrait formats for the feed, and square or landscape versions where appropriate.
If you want to future-proof your performance and maximize return across all placements, this is the shift to pay attention to.
Let’s start with the obvious: Facebook and Instagram are not one monolithic feed anymore. They’re a constantly shifting ecosystem of placements - Reels, Stories, In-Feed, Marketplace, Instant Articles, and more.
And yet, many advertisers are still running just one or two aspect ratios across all of them - usually a 1:1 square or a single 4:5 portrait.
Meta’s own guidance now encourages advertisers to submit multiple creative sizes so that ads appear native to the environment. And when ads feel native, they perform better.
Here’s what Meta says directly:
"Provide creative assets in multiple aspect ratios (1:1, 4:5, and 9:16) to maximize your ability to deliver high-quality, native-feeling ads across placements."
- Meta Business Help Center
With Facebook’s new Adapt to Placement functionality, you can now upload multiple creatives for the same product, ad set, or campaign - each designed for a different aspect ratio:
When these are set up properly, Meta will automatically serve the most relevant size in each placement, without you needing to micromanage asset delivery.
This makes your ads feel seamless across the user experience. No more awkward cropped product images in Stories. No more boxed-in feed ads that get lost between content.
Let’s talk about what you really care about - results.
Meta’s research (and what we’ve seen across countless campaigns) shows that properly sized creatives for each placement can drive:
In short, this change isn’t just about “making your ads look pretty.” It’s about doing what top-performing advertisers already do: building natively for the placement.
Traditionally, creative production was a bottleneck. You probably built one ad set, exported a 1:1 image or video, and hoped it would “work” across feed, Stories, and more.
That approach doesn’t cut it anymore. Why?
This is no longer a “nice to have.” It’s an edge. And if your competitors aren’t using it yet, they will be soon.
Let’s say you’re running an ecommerce campaign featuring a seasonal product line - like a summer sunglasses drop.
If you're running a 1:1 product image across all placements, here's what happens:
But if you upload a 9:16 lifestyle video for Stories/Reels, a 4:5 hero product image for Feed, and a 1:1 carousel for square placements?
Suddenly you’re native. You own the screen. You look like the content people want to engage with.
And you’ll see it in the numbers.
This doesn’t have to be complicated. With the right tools, it’s actually quite simple.
Here’s the ideal creative setup for a catalog or product-focused campaign:
Step 1: Build Three Versions for Each Ad
Step 2: Upload Each as a Creative Variant
When building your ad set or catalog ad, include all three aspect ratios for each product or campaign.
Step 3: Enable “Optimize Creative for Each Person”
This tells Meta to deliver the best-fitting asset based on placement and user behavior.
Step 4: Monitor Placement-Level Performance
Look at breakdowns by placement to see where your ROAS and engagement improve. You’ll likely notice Stories and Reels performing significantly better with native creative.
Step 2: Upload Each as a Creative Variant
Here’s what we recommend to our top advertisers:
For Reels & Stories (9:16):
Step 2: Upload Each as a Creative Variant
Here’s what we recommend to our top advertisers:
For Reels & Stories (9:16):
For Feed (4:5):
If you’re running Catalog Ads, this update should be on your radar - immediately.
Catalog Ads have long been a cornerstone of performance marketing on Facebook and Instagram. They're scalable, dynamic, and responsive. But here’s the catch: they’ve historically struggled with visual consistency in full-screen placements like Stories and Reels.
With Adapt to Placement, you can now feed Facebook multiple image ratios for the same product in your catalog - and Facebook will choose the best one for the given placement. That means:
Suddenly, your catalog ads no longer look like awkward cutouts. They become native, immersive, and on-brand - everywhere.
Advertisers who adapt early see the biggest gains. Our platform supports seamless multi-size creative integration - so whether you’re managing one brand or a hundred, scaling your new creative strategy is simple.Let’s start with the obvious: Facebook and Instagram are not one monolithic feed anymore. They’re a constantly shifting ecosystem of placements - Reels, Stories, In-Feed, Marketplace, Instant Articles, and more.
If you’re serious about optimizing your Meta ads for every placement, now’s the time to shift from "good enough" to placement-perfect.
Let your creative fit where it belongs - every time.
