Guide to Flexible Ads on Facebook

When it comes to advertising on Meta, you’ve often had a choice: how much control do you want over your campaigns and ads?

For those who prefer having full control, the idea of handing creative decisions to an algorithm can feel daunting.

But for advertisers who value efficiency and data-driven optimization, Meta’s new Flexible Ad Format offers an alternative.

Replacing Dynamic Ads, this format shifts more control to Meta’s algorithm, allowing it to determine the best creative combinations based on audience behavior.

The trade-off?

You lose control but gain powerful, automated performance improvements.

Ready to decide if Flexible Ads are right for you?

Let’s explore how to make the most of them.

How Flexible Ads Work

Flexible Ads empower advertisers to streamline campaigns while maintaining variety. Here’s what you need to know:

Campaign Types: Currently available for App Promotion and Sales campaigns. Although initially introduced for Traffic campaigns, its availability still varies across ad accounts.

It might even appear under the old Dynamic Ads name.

Important Note: Don’t use Advantage+ Catalog, as this feature is incompatible with Flexible Ads. Make sure you Toggle Off this option when creating Sales campaigns.

This ad format is still evolving, so be patient with Meta’s updates.

How Flexible Ads work:

1. Upload Multiple Creatives

Submit up to 10 images or videos for a single ad. The algorithm dynamically tests and selects the best-performing options.

Pro Tip: Use a mix of static visuals and videos to give variety to the ads. You can also create 2 Flexible Ads, with statics and one with videos.

2. Auto-Generated Carousel Formats

When you upload multiple images, the algorithm creates carousel ads automatically. This eliminates the need for manual design while offering a varied creative mix.

This saves you from having to manually design separate carousel ads while keeping variety alive in your campaign.

3. Algorithm-Driven Optimization

Meta’s algorithm determines the most effective combinations based on audience behavior and placement.

This means faster identification of winning creatives.

4. Placement Versatility

Ads seamlessly adapt to placements—no resizing or remaking required.

Pro Tip: Keep your videos under 15 seconds for optimal compatibility across all placements.

I don't want to go more technical into this ad format then this above.

The aim of this post is to see what are the benefits and drawbacks of this ad format and how to use it.

The Benefits

Flexible Ad Format is built for efficiency and results.

Save Time with Automation Automating ad creation and testing saves hours of manual effort while delivering optimized results.

Customized Delivery The algorithm adjusts formats dynamically—showing carousels, single images, or videos based on each placement’s strengths and audience behavior.

Enhanced Audience Insights By leveraging machine learning, you gain valuable insights into your audience's preferences without needing exhaustive manual testing.

Simplified Experimentation Flexible Ads eliminate redundancy, enabling you to test different creative styles and formats with a single batch.

Improved Performance Algorithm-driven optimization leads to better results across key metrics like CTR, ROAS, and engagement.

The Drawbacks

As exciting as Flexible Ads are, they may not fit every advertiser’s style or goals.

Limited Creative Control

If you prefer fine-tuning every aspect of your ad, this format’s algorithm-driven approach might feel restrictive.

Unclear Attribution

Understanding which creative elements drive performance can be challenging due to the lack of granular data.

Algorithm Dependency

Success heavily depends on the algorithm’s ability to interpret data effectively. Weak targeting or subpar creative input could lead to underwhelming results.

Limited Reporting Granularity

Metrics like the performance of individual formats (e.g., single image vs. carousel) aren’t always available, complicating future optimizations.

I also can confirm that Breakdown reporting is still buggy and does not show which variation performs best.

I hope this changes soon.

Limited Objectives

As I mentioned before, Flexible Ads are limited to conversion campaigns at the moment.

Conclusion

Meta’s Flexible Ad Format simplifies the creative process and delivers enhanced results through machine learning.

However, it’s not a one-size-fits-all solution.

For businesses looking to scale or experiment efficiently, the automation could save time and improve results.

On the other hand, advertisers seeking meticulous control over creatives may find it less appealing.

Is this what Meta Ads will become in the next year? Less control and more faith in the Algorithm?