The essentials
- Google: responsive search ads and Shopping for purchase intent; Performance Max for volume, Demand Gen for visuals.
- Meta and TikTok: short vertical video (9:16, 6 to 15 s) dominates on reach and cost; the carousel and the dynamic catalogue win on conversion.
- LinkedIn: the document ad and short video give the best cost per lead in B2B; sponsored content images remain the base.
- The method: choose the format by objective (intent, awareness, lead, sale), test 3 to 5 creatives, refresh every 3 to 6 weeks.
Every advertising platform offers a dozen formats, and their effectiveness depends on the objective, the audience and the quality of the creative. This article compares the formats on Google, Meta (Facebook, Instagram), LinkedIn, TikTok, YouTube and Pinterest, with the 2026 cost and performance benchmarks, then gives a method for choosing. Choosing the platform itself is covered in which platforms to favour by business, and the comparison of the two main levers in SMA or SEA.
Google Ads: capturing intent
Google remains the only network where the user expresses a need through a query. Responsive search ads (RSAs) are the reference format: up to 15 headlines and 4 descriptions combined by the algorithm, with extensions (sitelinks, callouts, calls, prices) that raise the click-through rate by 10 to 20%; see Google Ads ad extensions. For e-commerce, Shopping and Performance Max concentrate 60 to 70% of merchants' spend in 2026. Demand Gen runs visuals and video on YouTube, Discover and Gmail, with CPMs close to Meta's.
| Google format | Use | 2026 benchmarks |
|---|---|---|
| Responsive search (RSA) | Purchase intent, lead generation | CTR 4 to 8%; CPC €0.50 to €4 depending on the sector |
| Shopping and Performance Max | E-commerce, a catalogue | ROAS 3 to 8; CPC €0.30 to €1.50 |
| Demand Gen (image, video) | Awareness, visual remarketing | CPM €3 to €8; CTR 0.5 to 1.5% |
| Responsive display | Remarketing, coverage | CPM €1 to €4; CTR 0.3 to 0.8% |
| YouTube (skippable in-stream, Shorts) | Awareness, consideration | CPV €0.02 to €0.08; view rate 25 to 40% |
Meta: vertical video first
On Facebook and Instagram, Reels and Stories account for more than half of ad impressions in 2026. Vertical video of 6 to 15 seconds, with the message in the first 3 seconds and captions built in, gets the lowest CPMs and the best reach. The carousel remains the most effective format for presenting several products or steps, with a CTR 20 to 30% above a single image. The dynamic catalogue (Advantage+ catalogue) gives the best ROAS in e-commerce retargeting. Instant forms (lead ads) cut the cost per lead by 30 to 50% against a landing page, at the price of more variable contact quality. Building a campaign is detailed in creating an effective Facebook and Instagram Ads campaign.
| Meta format | Objective | 2026 benchmarks |
|---|---|---|
| Reels and Stories video (9:16) | Reach, awareness, traffic | CPM €4 to €9; CTR 0.8 to 1.5% |
| Single image (1:1, 4:5) | Traffic, simple conversion | CPM €6 to €12; CTR 0.9 to 1.8% |
| Carousel | Several products, a tutorial | CTR 1.2 to 2.5%; CPC 15 to 25% lower |
| Dynamic catalogue | E-commerce retargeting | ROAS 5 to 15 (Meta attribution) |
| Instant form | B2C and B2B leads | CPL €5 to €30; qualification rate 30 to 60% |
LinkedIn: B2B at a premium
LinkedIn is 3 to 6 times more expensive than Meta on CPM (€25 to €60), but targets by job title, company and sector with a precision the other networks don't have. Sponsored content images are the base; the document ad (a flippable PDF: a guide, a study, a checklist) gets the best cost per lead in 2026, often 30 to 40% below images, because it delivers value before the click. Short video (under 30 seconds, captioned) is growing fast. Native Lead Gen forms double the conversion rate against an external page. Conversation Ads and Message Ads are reserved for narrow targets, with a high cost per send. The full method is in creating an effective LinkedIn Ads campaign.
TikTok, YouTube and Pinterest
- TikTok: native vertical video, shot as content and not as an ad, with a creator or a voiceover. CPM €3 to €7, CTR 0.5 to 1.2%. Spark Ads (boosting an organic video) beat classic advertising on engagement. Catalogue formats exist but remain weaker than on Meta; see TikTok Ads Manager.
- YouTube: skippable in-stream (6 to 30 seconds) for awareness, with a cost per view of €0.02 to €0.08; the 6-second bumper for repetition; Shorts for a young audience. Videos with the message and the brand before the 5th second keep 20 to 30 points more view rate; the rules are in visuals and videos in SEA.
- Pinterest: the standard pin and the idea pin (video) for interiors, fashion, cooking and weddings. CPM €2 to €6, high purchase intent, pins with a life of several months. Shopping pins from the catalogue convert best.
Choosing the format by objective
| Objective | Formats to favour | Success metric |
|---|---|---|
| Capturing intent | Google RSAs, Shopping, Performance Max | Cost per conversion, ROAS |
| Awareness and reach | Reels, TikTok, YouTube bumpers and in-stream | CPM, unique reach, view rate |
| B2B leads | LinkedIn document ads and Lead Gen, RSAs on trade queries | Cost per qualified lead |
| B2C leads | Meta instant forms, short video | Cost per lead, qualification rate |
| E-commerce sales | Meta dynamic catalogue, Shopping, Shopping pins | ROAS, share of new customers |
| Retargeting | Dynamic catalogue, responsive display, carousel | Conversion rate, frequency |
The rules that hold on every platform
- The creative weighs more than the format: at equal format, performance gaps between creatives run from 1 to 5. Test 3 to 5 variants per campaign.
- Vertical and sound off: 9:16 for social media, captions as standard, a message readable without sound.
- Refreshing: a creative wears out in 3 to 6 weeks on Meta and TikTok; the CPM rises and the CTR falls once frequency passes 3.
- Automatic placements with exclusions: they lower the cost but require checking the placements, see automatic or manual placements.
- Measurement: a format is only effective on reliable conversions; always compare each format's cost per result over a full month, not the CTR alone.
How GreenRed helps
Rather than juggling several tools, GreenRed's SMO and SMA social media tracking brings these metrics together in a single dashboard, compares them over time and tells you which actions come first. You can try it free, with no card, from the Pricing.
Frequently asked questions
What is the most effective ad format in 2026?
No format wins everywhere. On Google, the responsive search ad and Shopping capture purchase intent; on Meta and TikTok, short vertical video gives the best reach and the carousel or catalogue the best conversion; on LinkedIn, the document ad and native forms give the lowest cost per lead.
Is video always better than images?
On reach and CPM, yes on social media: vertical video costs 20 to 40% less per thousand. On direct conversion, a sharp image with a clear offer or a product carousel often does better. Best practice is to test both and compare cost per result.
How many creatives should you test per format?
Three to five per campaign, refreshed every 3 to 6 weeks on Meta and TikTok. The gaps between creatives run from 1 to 5 at equal format; it is the primary performance lever, ahead of the audience and the bid.
Are native forms (lead ads) as good as a landing page?
They cut the cost per lead by 30 to 50% but the contact quality is more variable. Add qualifying questions, connect the form to the CRM and measure the qualified lead rate, not only the cost per lead.