Direct Answer

The 5 Formats to Test Now

1. Reels Ads — The New Default for Awareness and Reach

Reels now account for over 50% of time spent on Instagram and Facebook globally. Meta’s algorithm gives Reels content significant organic distribution before deciding whether to convert it to paid reach — meaning a Reels ad that earns organic engagement is effectively getting free additional distribution. For UAE brands, Reels ads deliver 20–35% lower CPM than equivalent feed placements. Any meta ads agency not prioritising Reels format is leaving efficiency on the table.

2. Advantage+ Creative — The Format That Adapts Itself

Advantage+ Creative automatically generates multiple versions of your ad — different aspect ratios, text positions, filters, and music — and shows each user the version Meta’s algorithm predicts they’ll engage with most. For brands with limited creative production budgets, Advantage+ Creative multiplies a single asset into dozens of personalised variations without additional production cost. Meta has demonstrated a 70% ROAS uplift for campaigns using Advantage+ with properly configured creative inputs.

3. Instant Experience (Canvas) Ads — The Full-Screen Funnel

Instant Experience ads open a full-screen, app-like experience within Meta without the user leaving the platform. For UAE real estate and luxury brands, this is particularly powerful — a buyer can view a project gallery, watch a walkthrough video, and complete an enquiry form without ever visiting a website. Bounce rate is eliminated because there’s no redirect to bounce from. A performance marketing agency running Instant Experience campaigns for real estate consistently sees 2–3x higher lead completion rates versus standard link ads.

4. Lead Ads with Instant Form — The Low-Friction Qualifier

Meta’s native Lead Ads pre-populate the form with the user’s Facebook/Instagram data, reducing friction to near zero. For UAE brands in categories where phone number capture is the primary objective — real estate, education, healthcare — Lead Ads with a 2–3 field instant form consistently produce higher volume at lower CPL than equivalent landing page campaigns. The trade-off is lead quality — which is solved by adding a qualifying question to the form.

5. Collaborative Ads (CPAS) — For E-Commerce Brands on Marketplaces

Collaborative Ads allow UAE e-commerce brands to run Meta ads that deep-link directly to their product listing on Amazon, Noon, or other marketplace partners — with purchase tracking handled by the marketplace. For brands selling through third-party platforms, this eliminates the need to drive traffic to a branded website and captures purchase intent at the point where buyers already intend to transact. A specialist meta partner agency with access to CPAS setup can activate this format within 48 hours.

The 2 Formats to Deprioritise

Standard 15-Second Stories Ads — Declining Completion Rates

Stories ad completion rates have dropped as Reels has absorbed audience attention. Users swipe through Stories faster than ever — average Stories viewing time has dropped 30% since 2023. Unless your creative is specifically built for the Stories tapping rhythm (fast text, no voiceover dependency, immediate hook), budget allocated to Stories standalone is better moved to Reels.

Single Static Image Ads in Isolation — Not Gone, But Incomplete

Static image ads still work — but they need to be part of a multi-format campaign rather than the only format running. Algorithms optimise across formats, and a campaign running only static images is limiting the algorithm’s ability to find the right format for each user. Any performance marketing agency running single-format image-only campaigns in 2026 is behind on platform best practices.