- Carousel ads allow you to showcase multiple products, features, or steps in a story, making them ideal for engaging users with interactive experiences.
- Single image ads are easy to create, cost-effective, and perfect for delivering concise messages or promoting a single product.
- Carousel ads tend to have higher engagement and click-through rates due to their interactive format, particularly on mobile devices.
- Single image ads are faster to load, making them more accessible for users with slower internet connections or limited data.
- Testing both ad formats using A/B testing tools helps you determine which resonates best with your target audience.
- Proper optimization for mobile devices is crucial for the success of both carousel and single image ads.
When it comes to advertising on Facebook, you have a few different options for the format of your ads, each of which offers slightly different benefits. Two of the most popular choices are carousel ads and single-image ads.
But which one is right for your business? And, more importantly, which one will get you the best results? These questions and more are exactly what we’ll answer in this comprehensive Facebook ad carousel vs single image ad comparison.
Keep reading to find out the best Facebook ad format for your needs based on the type of advertising you plan on doing and the specific benefits you aim to reap from your advertising campaign.
Let’s start by discussing what carousel ads are.
What are carousel ads on Facebook?
Carousel ads are a type of Facebook ad format that allows advertisers to showcase multiple images or videos within a single ad unit. Each image or video is displayed as a separate "card" that users can swipe through to see more content.
Carousel ads are a great way to tell a story, showcase multiple products or features, or highlight different aspects of your brand. They also tend to have higher engagement rates than single image ads, as users are more likely to interact with the ad by swiping through the cards.
The Halara carousel advertisement below is a visually engaging and strategically designed campaign that effectively captures attention and drives interaction. The ad is structured around themed gift guides tailored for different personas: "The Outdoor Enthusiast," "The Studio Junkie," and "The Dancing Queen."
This personalization appeals to diverse interests and lifestyles, making the content relatable to a broad audience. Each slide features curated outfit ideas, emphasizing versatility and style while evoking a sense of thoughtfulness, which is ideal for holiday gifting.
The campaign cleverly ties the aesthetic visuals to the brand's promotion, offering incentives like free shipping on orders over $39 and a contest to win up to $200 from a wishlist.
By encouraging users to engage through liking, tagging friends, and creating their wishlists, Halara fosters community involvement and increases brand visibility. Moreover, the call to action ("Head to the link in our stories...") directs traffic to the company's website, seamlessly integrating brand awareness with conversions.
The cohesive color palette, festive accents like pinecones and gift boxes, and clear, aspirational text create a polished and festive mood. This combination of visual appeal, targeted themes, and actionable incentives make the advertisement highly effective at engaging viewers and motivating participation.
Let’s now find out what a single image ad is.
What are single image ads on Facebook?
Single image ads are the most straightforward type of Facebook ad. As the name suggests, they consist of a single image accompanied by a headline, description, and call-to-action button.
Single image ads are a great choice when you have a strong, eye-catching visual that can effectively convey your message. They're also easier to create than carousel ads, as you only need to worry about one image and a short amount of text.
The single-image advertisement for AdVance Joint Regeneration displayed below effectively captures attention and delivers a clear, persuasive message. The bold headline, "Non-Surgical Knee Pain Breakthrough," immediately draws the viewer's eye and communicates the core benefit, offering a solution without surgery.
The supporting text highlights the treatment's natural, safe, and Medicare-approved credentials, addressing common concerns of affordability and safety upfront.
The image of hands gently supporting a knee conveys care and expertise, creating a sense of trust and professionalism. The use of checkmarks paired with concise benefits, such as "Regain Function," "Eliminate Pain," and "Avoid Surgery", presents the treatment's advantages in a visually digestible format.
The call-to-action, "Knockout Knee Pain Today," paired with an arrow, effectively encourages immediate action.
By combining compelling visuals, clear benefits, and a strong call to action, this ad effectively appeals to its target audience of individuals seeking pain relief while addressing cost, convenience, and safety concerns.
Now that we’ve seen examples of both, let’s find out why you should use single-image Facebook ads instead of carousel ads.
Why use single image Facebook ads?
Using single-image Facebook ads has several main benefits, including their simplicity, faster loading times, and cost-effectiveness.
Here’s why you should consider using single image Facebook ads:
Simplicity
Single image ads are easy to create and consume, making them ideal for straightforward messages or promotions. When you have a singular, focused message to convey, a single image ad can effectively capture your audience's attention without overwhelming them with too much information.
Faster loading times
With only one image to load, single image ads typically have faster loading times than carousel ads. This is particularly important on mobile devices, where users may have slower internet connections or limited data plans. Faster loading times can lead to higher engagement and lower bounce rates.
Lower cost
Single image ads often have a lower cost per click and cost per impression than carousel ads. This is because single image ads require less time and resources to create, and they tend to have a more focused targeting approach.
If you have a limited advertising budget, single image ads can help you maximize your reach and ROI.
When deciding between single image ads and carousel ads, consider your advertising goals, target audience, and creative assets. If you have a clear, concise message to convey and want to keep costs low, single image ads may be the way to go.
Let’s now discuss why you’d use carousel ads instead of single image ads.
Why use carousel Facebook ads?
Creating carousel ads requires more time and resources compared to single image ads. You need to develop multiple visuals, craft compelling headlines and descriptions for each card, and ensure that the overall ad tells a cohesive story.
However, the potential benefits of carousel ads often outweigh the additional effort, such as higher engagement rates, being able to effectively showcase multiple products, and retargeting.
Here’s why carousel ads are beneficial:
Higher engagement rates
As mentioned earlier, carousel ads tend to have higher engagement rates than single image ads, as users are more likely to interact with the ad by swiping through the cards.
Carousel ads not only encourage users to swipe through multiple cards, but they also create a more interactive experience that can lead to longer viewing times compared to single image ads.
This increased interaction can significantly enhance brand recall and foster a deeper connection with potential customers.
Showcase your products, services, and brand
Carousel ads also provide more opportunities to showcase your products, services, or brand story. By featuring multiple images or videos in a single ad, you can highlight different aspects of your offering and appeal to a wider range of user interests.
In addition to appealing to a broader audience, carousel ads allow for the presentation of diverse content types, such as images and videos, within a single ad format.
This versatility enables brands to convey complex messages or narratives effectively, making it easier for users to understand the full range of offerings at a glance.
Retargeting
Additionally, carousel ads can be an effective way to retarget users who have previously interacted with your website or app. By showing them products they've viewed or items related to their interests, you can increase the likelihood of a conversion.
By utilizing carousel ads for retargeting, brands can personalize the user experience by displaying products that align closely with previous interactions. This tailored approach not only boosts engagement but also reinforces brand familiarity, which can be crucial in guiding users towards making a purchase decision.
To determine which ad format is right for your campaign, consider testing carousel ads vs single image ads and comparing their performance. Facebook's A/B testing tools allow you to experiment with different ad formats, visuals, and copy to see what resonates best with your audience.
Let’s now go through a more detailed carousel ads vs single image ads comparison to see which one is best for specific cases.
When to use single image ads vs. carousel ads
To provide you with some additional insight, here are some tips on when to use single image ads and when to use carousel ads.
Single image ads
Single image ads are a great choice when you want to:
- Promote a single product or offer: If you have one key product or promotion to highlight, a single image ad can effectively capture your audience's attention and drive them to take action.
- Convey a simple, straightforward message: When you have a clear, concise message to communicate, a single image ad can deliver it without overwhelming your audience with too much information.
These principles can be seen in the Asana ad below.
The Asana single-image ad effectively conveys a clear, focused message about the product's value by addressing a common pain point: outdated, inefficient workflows.
The bold headline, "Break out of your cells," cleverly plays on the word "cells," referencing both spreadsheet cells and the idea of confinement. It implies that Asana liberates teams from the limitations of traditional tools.
The ad features a clean, minimalist design with a soft green background, which draws attention to the product interface showcased in the center.
The visual of Asana's timeline tool is clear and concise, highlighting key features like task assignments, dependencies, and timelines in a simple, organized way. This visual instantly demonstrates how Asana transforms chaotic spreadsheets into streamlined project management.
The supporting text reinforces the product's benefits, such as communication, collaboration, and coordination, while emphasizing speed and ease of use. The inclusion of the Asana logo at the bottom ensures brand recognition.
Combining a concise message, a relatable pain point, and a visual demonstration of the product in action makes this ad highly effective in showcasing a single product and engaging its target audience. It simplifies a potentially complex concept and immediately makes the product's value apparent.
Carousel ads
Carousel ads are ideal when you want to:
- Showcase multiple products or features: If you have several products or features to highlight, carousel ads allow you to display them in a visually appealing and interactive format.
- Tell a brand story: Carousel ads are perfect for guiding users through a narrative or brand story, with each card building upon the previous one to create a cohesive message.
- Demonstrate a process or step-by-step guide: If you want to walk users through a process or provide a step-by-step guide, carousel ads can break down the information into digestible chunks, making it easier for your audience to follow along.
The Scalp Massage Air Cushion Comb carousel ad is a prime example of an effective multi-product and feature-focused advertisement. It uses a blend of visually compelling images and concise, benefit-driven text to highlight various aspects of the product.
Each slide introduces a new feature or benefit, such as the comb's ability to remove moisture quickly, its soft memory bristles for a gentle brushing experience, and its dual functionality for wet and dry use. This layered storytelling approach keeps viewers engaged while emphasizing the comb’s innovation and practicality.
The use of aesthetic design elements, such as soft colors and elegant product arrangements, appeals to a style-conscious audience and reinforces the brand’s sophistication. Text like “elevate your hair care” and “relief to your scalp” speaks directly to the emotional and functional benefits, building a connection with potential buyers.
The ad also tells a cohesive brand story by positioning the comb as more than a tool; it’s a luxurious self-care accessory that combines functionality and relaxation. By showing off multiple features across slides, the ad keeps its messaging fresh and dynamic while solidifying the product's value proposition. This creates a strong incentive for viewers to explore and purchase.
With these benefits in mind, it’s also important to know the performance metrics of carousel ads vs single image ads.
How do carousel ads perform compared to single image ads?
When deciding between Facebook carousel ads and single image ads, it's important to consider how each format performs in terms of key metrics like click-through rates, conversion rates, and cost per click.
Here’s how they stack up:
Click-through rates (CTR)
Studies have shown that carousel ads often have higher click-through rates than single image ads, especially on mobile devices. This could be because the interactive format of carousel ads is more engaging and encourages users to swipe through and explore the different cards.
According to recent reports, carousel ads may be up to ten times more likely to drive click-through rates than single image ads. This suggests that carousel ads are more effective at grabbing users' attention and getting them to interact with the ad.
Conversion rates
In addition to higher click-through rates, carousel ads can also lead to higher conversion rates.
By providing users with more relevant information and options upfront, carousel ads can help guide them toward a desired action, such as purchasing, signing up for a service, or downloading an app.
According to Facebook, retailers using carousel ads saw a 30% to 50% lower cost-per-conversion, illustrating how these ads can drive conversions cost-effectively.
Cost per click (CPC)
The same Facebook report above also states that carousel ads often have a 20% to 30% lower CPC than single image ads, making them a very cost effective choice.
Let’s move on and cover some tips for creating effective carousel ads on Facebook.
Tips for creating effective carousel ads on Facebook
When creating carousel ads that engage and convert, you should tell a cohesive story, test various iterations, and use the Facebook Ads Library for inspiration.
Here’s how to craft compelling carousel ads on Facebook.
Tell a cohesive story
Use the carousel format to guide users through a logical sequence of information or tell a compelling story.
Each card should build upon the previous one, creating a seamless narrative that engages users and encourages them to swipe through the entire ad.
For example, if you're promoting a new product line, you could use each card to highlight a different feature or benefit, gradually building excitement and interest as users progress through the ad.
The HYGR carousel ad is a vibrant and engaging campaign that effectively promotes its natural deodorant product line.
Each slide focuses on a distinct aspect of the product, such as its suitability for sensitive skin, lack of harmful ingredients like aluminum and parabens, and long-lasting effectiveness of up to 12 hours.
The ad captures attention by presenting these benefits visually and with concise text while delivering clear, valuable information.
Relatable and humorous visuals, like the "before and after" scenarios and the adorable dog slide, add a playful tone that resonates with the audience.
The bright, cheerful color palette reinforces the product’s clean and natural qualities, while the text emphasizes its sustainability and variety of scents, catering to individual preferences.
This multi-slide approach keeps viewers engaged, allows the brand to tell its story effectively, and provides multiple entry points for potential customers to connect with the product, making it a highly effective advertisement.
Test and optimize
As with any Facebook ad campaign, it's crucial to test different versions of your carousel ad to determine what resonates best with your target audience.
Experiment with various images, headlines, and calls-to-action to find the combination that drives the highest engagement and conversion rates.
Facebook's built-in A/B testing tools allow you to easily create and compare different ad variations, helping you make data-driven decisions to optimize your carousel ads for maximum impact.
The Intercom carousel ad effectively utilizes variations to target different audience segments and emphasizes AI's transformative role in customer service.
Each slide highlights a unique value proposition, such as redefining the economics of support, quantifying the ROI of AI, or exposing the hidden costs of delaying AI implementation.
These tailored messages ensure relevance to diverse stakeholders, from decision-makers concerned about budgets to operations teams focused on efficiency.
The visuals complement the messaging with clean, grid-based designs and bold typography, creating a professional yet approachable aesthetic.
The use of striking colors, like yellow and purple, helps capture attention and differentiate each slide while maintaining a cohesive brand identity.
The ad appeals to multiple audience needs by addressing various pain points and presenting solutions in bite-sized, digestible formats.
Its clear call-to-action invites users to explore the guide, making it an engaging and informative tool for driving AI adoption discussions in customer service.
Use the Facebook ad library for inspiration
When crafting your carousel ads, the Facebook Ad Library is a valuable resource for inspiration and competitive research.
This public database allows you to view active and inactive ads from businesses across various industries, giving you insights into what types of carousel ads are working well for others in your niche.
You can also use tools like Foreplay's Discovery and Swipe features to browse the Facebook Library more efficiently, save your favorite ads, and share them with your team.
By studying successful examples and adapting them to your own brand and messaging, you can create carousel ads that stand out in users' feeds and drive meaningful results for your business.
Tips for crafting effective single image ads
Creating effective single image ads requires a strategic approach to capture attention and drive engagement. You must use strong visuals and solid copy and ensure that the ad is optimized for mobile.
Here’s how to create an effective single image ad:
Focus on a strong visual
The visual element is the cornerstone of any single image ad. Use high-quality images that are relevant to your product or service, and ensure they are visually striking to stand out in crowded feeds.
Consider these strategies:
- Use bold colors: Bright, contrasting colors can draw attention and evoke emotions.
- Incorporate clear branding: Ensure your brand logo is visible but not overpowering, maintaining a balance between brand recognition and visual appeal.
- Highlight key features: If applicable, include text overlays that emphasize unique selling points or offers, ensuring they are legible against the background.
This single-image ad for The Fit Foodie effectively promotes a personalized nutrition plan by delivering a clear and compelling message that resonates with its target audience.
The bold text stating “40% OFF Personalised Nutrition Plans” immediately captures attention, while the urgency to “start now” before Christmas reinforces a timely call-to-action.
Highlighting the use of a promotional code, "BF40TRANSFORM," makes it easy for potential customers to act on the offer.
The clean, minimalist design ensures the ad remains visually appealing and easy to read, while the phone graphic showcases a preview of the bespoke meal plan, giving a tangible glimpse of what customers can expect.
The pastel color palette is inviting and aligns with the health and wellness theme, while the Black Friday-themed ribbons subtly emphasize the exclusivity of the deal.
This ad delivers a focused, relatable message by focusing on one product and its benefits. Trust-building elements like personalized plans from a clinical nutritionist enhance it, fostering credibility and driving conversions with simplicity and precision.
Craft a compelling message
Your ad copy should be concise yet impactful. Focus on delivering a clear message that resonates with your target audience.
Here’s how to achieve this:
- Use action-oriented language: Encourage users to take action with phrases like "Shop Now," "Learn More," or "Get Yours Today."
- Address pain points: Identify and articulate how your product solves a problem or fulfills a need for the audience.
- Create urgency: Incorporate time-sensitive offers or limited availability to encourage immediate action.
This single-image ad for SketchUp effectively promotes its 3D modeling software by combining action-oriented language with visual proof of its usability and addressing key audience pain points.
The bold headline, "SketchUp is the go-to software for intuitive 3D modeling," immediately asserts its leadership and relevance, appealing to professionals seeking efficient tools.
By emphasizing its "Ease of Use: 92%," far exceeding the industry average of 83%, the ad speaks directly to a common pain point—software complexity—while providing quantifiable proof of its superiority.
The testimonial at the top reinforces its real-world benefits, showcasing how SketchUp facilitates client presentations and improves project outcomes, thus addressing concerns about efficiency and user adoption.
The image of a user interacting with a detailed 3D model on a tablet visually supports the claim of intuitive usability, while the "Leader Spring 2024" badge establishes credibility.
The call-to-action button, "Learn more," invites viewers to explore the product further, using approachable language that aligns with the ad's confidence and accessibility. Overall, the ad effectively blends trust-building elements, data-driven claims, and aspirational messaging to compel action.
Optimize for mobile viewing
Optimizing your single image ad for mobile viewing is crucial, as a significant portion of social media traffic comes from mobile devices.
The following tips will help you optimize for mobile viewing:
- Ensure readability: Use larger fonts and simple language that can be easily read on smaller screens.
- Test different formats: Experiment with various aspect ratios (e.g., square, vertical) to see which performs best on mobile platforms.
- Utilize A/B testing: Regularly test different images and copy variations to identify what resonates most with your audience.
This single-image ad for the Rhinokey Smartcard is highly effective, particularly in terms of being mobile-optimized.
The minimalist design ensures clarity and readability, even on smaller screens, while the bold headline "Track. Ping. Find." uses concise, action-oriented language to immediately convey the product's core functionality. The focus on simplicity ensures that key information is not lost in a cluttered layout.
The visual pairing of a smartphone displaying the Apple "Find My" interface alongside the Rhinokey Smartcard emphasizes its integration with a trusted and familiar tracking system.
This visual context makes it easy for users to understand how the product works at a glance. Additionally, the "Works with Apple Find My" badge builds credibility and trust.
The use of a clean, white background with high-contrast black text ensures that all details remain easy to read.
The ad is well-suited for mobile users who can quickly grasp the product’s purpose and take action via the clear "Shop Now" call-to-action. Overall, it’s a well-designed ad that effectively grabs attention, communicates value, and drives clicks in a mobile-friendly format.
Final thoughts on carousel ads vs single image ads
Choosing between carousel ads and single image ads for your Facebook advertising strategy ultimately depends on your campaign goals, target audience, and resources.
Carousel ads excel at engaging users through interactive storytelling and showcasing multiple products or features, making them ideal for campaigns with a broad message or varied offerings.
On the other hand, single image ads are perfect for delivering straightforward, focused messages with minimal creative effort, especially when operating under tight budgets or timelines.
Both formats have their unique strengths. Carousel ads tend to drive higher engagement and click-through rates, offering a cost-effective way to retarget audiences or narrate a brand story.
Meanwhile, single image ads are fast to create, load quicker, and often have lower costs per impression, making them a practical choice for concise messaging.
Testing both formats through A/B campaigns is essential to determine which resonates best with your audience. By leveraging Facebook’s tools and optimizing for mobile users, you can craft high-performing ads regardless of the format.
Ultimately, understanding the specific advantages of each format will empower you to align your ads with your campaign objectives, ensuring the best possible return on your advertising investment.
If you’re looking to spy on the competition, the Spyder Ad Spy tool allows you to track competitors’ strategies and discover winning hooks to implement in your own ads. The other tools in Foreplay's suite help streamline your creative process, making it easier to design ads that resonate.
Frequently asked questions
What is the best image size for Facebook ads?
The best image size depends on the ad format, but Facebook generally recommends 1080 x 1080 pixels for square images and 1200 x 628 pixels for landscape images. Ensure your images are high-resolution to maintain quality across devices.
What Facebook carousel ad specs should I adhere to?
Carousel ads should have images or videos with a resolution of at least 1080 x 1080 pixels and an aspect ratio of 1:1. Each card can include up to 40 characters for the headline, 125 characters for the primary text, and 20 characters for the link description.
What are the best Facebook single image ad specs?
For single image ads, use an image resolution of at least 1080 x 1080 pixels for square formats or 1200 x 628 pixels for landscape. Keep your text concise and ensure any overlays are readable on mobile devices.
How do carousel ads perform compared to single image ads?
Carousel ads typically achieve higher click-through and conversion rates due to their interactive format. They also offer a 20% to 30% lower cost per click than single image ads, making them
more cost-effective for certain campaigns.
When should I use single image ads over carousel ads?
Single image ads are better suited for campaigns with a focused message, a single product to promote, or when simplicity and quick execution are priorities. They’re also effective for lower-budget campaigns due to their cost-efficiency.
How can I make my Facebook ads mobile-friendly?
To optimize your ads for mobile, use larger fonts, high-quality visuals, and concise text. Test different aspect ratios, such as square or vertical, and ensure your call-to-action is clear and easy to tap on smaller screens.
