Meta-morph your ads: A guide to smarter Facebook advertising for hotels

If you’re running Meta (Facebook and Instagram) ad campaigns for your hotel or resort, you know the landscape is constantly changing. From evolving ad formats to the limits of customization, it can be tough to stay ahead. 

That’s why we’ve broken down everything you need to know from our latest Meta Ads training—so you can build stronger, smarter campaigns with confidence.

Anatomy of a Facebook ad

Let’s start with the basics. Every Facebook ad is made up of:

• Primary Text: Your main message (aka the body copy).
  
• Headline: Short and punchy, appears under the image.
  
• Description (optional): Adds context or urgency.
  
• CTA Button: Tells users what to do next (Book Now, Learn More, etc.).
  
• Display Link: Shows the destination domain.
  
• Creative: A strong visual—image or video—is key.
  

Understanding how these parts work together is critical for conversions.

Know your ad types: Static, Video, Carousel & More

Meta offers a range of ad types, each with its own strengths. Here’s a quick rundown:

1. Static Ads

• Use one strong image and a clear CTA.
  
• Best for brand awareness or limited-time offers.
  

2. Image Video Ads

• Turns still images into lightweight video formats.
  
• Adds subtle motion, text, or music for more engagement.
  

3. Video Ads

• Ideal for storytelling and emotional appeal.
  
• Great for property fly-throughs, guest moments, or local attractions.
  

4. Carousel Ads

• Swipeable experience with 2–10 images/videos.
  
• Perfect for showing off room types, dining, amenities, or step-by-step narratives.
  

5. Collection Ads (Mobile Only)

• Combines a cover image/video with scrollable product cards.
  
• Great for dynamic mobile experiences, but limited customization.
  

6. Flex Ads

• Upload multiple assets and let Meta auto-optimize combinations.
  
• Delivers dynamic formats tailored to user behavior.
  

Pro tip: Always test a mix of formats to let the Meta algorithm find what works best for your audience.

The "Cans": What you can customize in Meta Ads

Meta offers surprising flexibility when it comes to ad creation. Here’s what’s within your control:

• Ad image sizes:
  
  • Square (1080x1080): Great for feeds and carousels
    
  • Vertical (1080x1920): Used for Stories and Reels
    
  • Horizontal (1200x628): For right-column or desktop placements
    
• Advantage+ Placements:
  Meta will optimize where your ad shows—Feed, Reels, Stories, or Right Column—based on performance.
  
• Other editable features:
  
  • Order of carousel cards
    
  • Promo codes
    
  • Sitelinks
    
  • Countdown timers
    
  • Event promotion
    
  • Multiple headlines and primary text for A/B testing
    
  • Brand safety measures (e.g., hiding negative comments)
    

 The "Cannots": What Meta won’t let you customize

While Meta offers flexibility, some things are off-limits:

• Story CTA Buttons: You can’t change location, color, or wording.
  
• Optimization Features: Meta may enable new features without notice. Always check your ads post-launch.
  
• Ad Descriptions: Even if you write one, Meta might override it—or skip showing it entirely.
  
• Collection Ad Placements: Facebook controls layout across placements automatically.
  
• Image Size Glitches: Sometimes Meta will resize your ad incorrectly. It’s a known issue, and easily fixable.
  

GCommerce tips for Meta Ad success

Our final takeaways for a more effective Meta strategy:

1. Test different ad types. Don’t rely on just one format—mix it up to discover what clicks.
   
2. Give Meta room to optimize. Your best-performing ads might not follow strict brand rules.
   
3. Customize Story placements. Stories need tailored visuals, not recycled square content.
   
4. Experiment with copy length. Short doesn’t always win. Test long, medium, and short-form text.
   

Ready to Meta-morph your ads?

Running Meta campaigns is both an art and a science. With the right mix of ad types, a clear creative structure, and some room for testing, you’ll be set up to drive stronger engagement and direct bookings.

Need help crafting your next high-performing Meta campaign? Contact us to discover how we help hotels and resorts maximize their return on every ad dollar.