Facebook canvas ads – when an ad becomes a masterpiece

Miloš Tomić

Account Executive

New type of Facebook ads made especially for mobile devices are here! See what’s so great about them and why all social media marketers love Canvas ads, including us.

We all have to agree that using mobile devices has beaten the usage of desktop ones. All of us live on our smartphones – searching on Google, scrolling through Facebook, chatting on messenger platforms or just catching Pokemons in the street. Facebook was one of the early adopters of mobile trends so they knew it was about time to release new type of ad that would help advertisers better present their services/products on mobile device. And here they are – Facebook Canvas ads, made especially for people on the go!

Before the era of Canvas, ads in Facebook’s mobile News Feed needed to load and open in an in-app web browser window and once displayed, an ad could never truly be full-screen as it was constrained by the in-app browser.

Facebook describes Canvas ads as “an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products“. Canvas lets advertisers combine images, videos, texts and call-to-action buttons in a simple, fully immersive mobile ad experience for better user experience. To improve customer’s experience, Canvas is constantly evolving and the latest novelty is 360 degrees videos as a part of an ad. This makes creation of impressive Facebook ads quite easy and they can look like a mini website!

Here are some reasons why you should use Facebook canvas ads for your business:

Loading data is faster!

Time is money! Considering that mobile websites are more complex as technology moves forward, the time needed for loading data on mobile websites increased – some are taking more than 10 seconds to load—and in that time the person who clicked on the ad could easily grow tired of waiting to see it.

Canvas ads are on Facebook, so users don’t have to leave the platform after the click, and it loads up to 10 times faster than any external link would. Using Facebook Canvas ads reduces the risk of user giving up because of the (too slow) loading time.

User engagement is higher!

There are a lot of different possible components of Canvas ads – it’s all about how creative you want to be with exploiting these options. You should try with different Canvas components, measure and see which of those combinations is your chart-buster.

No coding needed!

Great thing about these ads is that they can look stunning without any help of professional designer or programmer. The setup is pretty easy, it’s simple drag-and-drop method that doesn’t require any coding.


The main rule for these ads is – be creative, because canvas ads allow you to be (and need you to be, too). But, there are some specifications that you need to pay attention to.

Images: The recommended dimensions for images are 1200 x 628 pixels, and they should not include more than 20% text.

Text: 45 characters are recommended for headline of the ad, and text of the ad should not be more than 90 characters, but no worries, other Canvas elements provide lots of space for sending a message to your potential customers.

Elements that can be included in Canvas ad are:

  • Button
  • Carousel
  • Photo
  • Text Block
  • Video
  • 360 degree video
  • Product Set

There is no magic formula for creating the best canvas ad, you’ll just have to test and see what makes your customers tick.

Why we love Canvas ads

So far, Canvas worked great for our clients. We’ve had the best results in real estate and travel industries.

Real estate

We’ve suggested Facebook canvas ads to one of the biggest real estate selling and renting agencies in Serbia.

To see what makes customers click, we combined different kind of Canvas ad elements. After a period of testing and optimizing, one of them showed the best results – combination of 1 photo, 1 video and a call-to-action button had an average of 30 seconds spent in Canvas and about 2,000 website clicks. And it was in merely 20 days!

Other ads were made as a combination of photos, carrousel, videos and a call-to-action button and had an average of 22 seconds in Canvas. Last but not least, the average price of the click was 0.05 EUR.


Our client Lufthansa wanted to promote new destinations on Facebook, and what a better way to do it then with Canvas ads! We’ve created a combination of header image, carousel, text box, tilt-to-pan image and a call-to-action button and they performed beautifully! On average, customers consumed 45% of content and spent 15 seconds in Canvas (and the numbers go up to 78% of content consumption and 84 seconds spent in ad, respectively). To see what made users scroll and stay so long in those Canvas ads, take a look by yourself, but make sure to use a mobile device while clicking on those ads.

Canvas ads worldwide

Coca Cola has created a unique experience of Canvas ads made for promotion of new aluminium bottle. You can actually see the amazing combination of different elements in one Canvas ad.

Interesting example comes from Target.com in which they combined different elements and made an immersive ad.

Cinemagraph in an ad? Not a problem for Canvas! Check how Renault incorporated it in their ad campaign.

There are a lot of ways for businesses to reach their target audiences and make good first impression but with Facebook Canvas ads you can really make your brand stand out. So, if you don’t want to be drowned in the sea of other ads, you need to be different and creative. Or hire us! :) Did you have any experience with Canvas ads? Share it with us!


Miloš Tomić

Account Executive

Hopelessly in love with communication, filled with ideas for a brighter (and) digital future, madly dedicated to his goals and eager to show you anything can work if you try hard enough. Sometimes he's the smartest guy in the room. Sometimes he wishes his mouth had backspace button.

All stories by Miloš


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