How long is Facebook ad copy?137 characters
The typical new Facebook ad has 137 characters of primary text. Half of all ads run between 89 and 270.
730 brands, 538,068 new ads, Jun 8 to Oct 25, 2026. It shows what brands do, not what performs. Method
Primary text length of new ads
Characters, across 538,068 new ads from 707 brands.
137
the median ad
89
270
half of all ads
Example text, 137 characters
Our best-selling water bottle keeps drinks cold for 24 hours and fits any cup holder. Free shipping this week. Pick your new color today.
Most lengths stay on at about the same rate
From 50 to 499 characters, 23.6% to 24.4% of ads were still running four weeks after launch. At 500 or more, 18.6%. Ads that lasted had a median of 130 characters; ads switched off sooner, 132.
Still running four weeks after launch, by primary text length
221,284 ads launched Jun 8 to Sep 28, 2026 by 500 brands.
- No primary text5,457 ads19.3%
- 1 to 49 characters14,126 ads22.5%
- 50 to 12486,989 ads23.7%
- 125 to 24960,247 ads24.4%
- 250 to 49935,975 ads23.6%
- 500 or more18,490 ads18.6%
See the numbersHide the numbers
| Primary text | Ads | Lasted 4 weeks | Share |
|---|---|---|---|
| No primary text | 5,457 | 1,053 | 19.3% |
| 1 to 49 characters | 14,126 | 3,180 | 22.5% |
| 50 to 124 | 86,989 | 20,602 | 23.7% |
| 125 to 249 | 60,247 | 14,676 | 24.4% |
| 250 to 499 | 35,975 | 8,494 | 23.6% |
| 500 or more | 18,490 | 3,441 | 18.6% |
The data
- Source
- Meta Ad Library, read weekly
- Brands
- 730: 385 ecommerce, 141 software, 204 services
- Window
- Jun 8 to Oct 25, 2026 (20 weeks)
- Ads
- 538,068 new ads, counted by start date
- Limits
- No spend or results data. A fixed panel of active advertisers, not a random sample.
How it's counted
- Length
- Characters of primary text: the body text the Ad Library stores for each ad, trimmed. Headline and link description are not counted. 538,068 launches by 707 brands; 14,599 had no primary text.
- Still running
- The library still showed the ad running 28 or more days after its start date. Only launches from Jun 8 to Sep 28, 2026 count, so every ad had four weeks to show it, and only the 500 panel brands whose full list of live ads we re-read in the 10 days to November 11, 2026: 221,284 ads.
- Dynamic creative
- 83,520 of the 221,284 ads rotate several texts; we count the one stored with the ad.
- Weeks
- A week is counted once it ended 10 days earlier. Numbers are frozen from the trends batch of November 10, 2026.
Cite this: The typical new Facebook ad has 137 characters of primary text. Source: AdMakeAI, November 11, 2026, https://admakeai.com/ad-insights/facebook-ad-copy-length
Week by week: How long ads last. Raw numbers: CSV on GitHub (CC BY 4.0).
Related questions
Does shorter Facebook ad copy perform better?
The Ad Library can't show performance. What it shows is how long brands keep ads on: 23.6% to 24.4% of ads with 50 to 499 characters were still running after four weeks, 22.5% of ads under 50 characters and 18.6% of ads with 500 or more.
Should Facebook ads have primary text at all?
Almost all do: 14,599 of 538,068 launches had none. Of those in our four-week sample, 19.3% were still running after four weeks, against 23.2% overall.
How long is long-form Facebook ad copy?
A quarter of new ads run past 270 characters of primary text. 18,490 of the 221,284 ads in the four-week sample had 500 or more.
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