In 2025, running ads on Meta (Facebook & Instagram) isn’t just about showing up — it’s about showing up in the right format, to the right people, at the right time.
For UK service providers — from coaches and consultants to local trades and agencies — choosing the best Facebook ad formats can make the difference between wasted spend and a steady stream of qualified leads.
In this guide, you’ll discover the top-performing Meta ad formats for UK service businesses, how to use them, and why format choice matters more than ever in today’s paid social landscape.
Why Ad Format Matters
Meta’s algorithm uses engagement signals to determine how (and if) your ad gets shown. That means formats that grab attention — and drive action — get rewarded with more reach and lower costs.
For service-based businesses, the goal isn’t just vanity metrics — it’s leads, bookings, and conversions. That requires choosing ad formats that match your funnel and your audience’s intent.
1. Video Ads (Short-Form Reels & Stories)
Short-form video is dominating Meta’s platforms — and for good reason. Reels and Story ads are immersive, swipe-friendly, and naturally attention-grabbing.
Why it works:
- Great for cold audience awareness
- Builds trust quickly with face-to-camera content
- Works well with storytelling or problem/solution frameworks
Best use cases for service providers:
- Introduce your brand or services
- Share FAQs or myth-busting tips
- Promote free resources (webinars, guides, checklists)
Want to build a full campaign using this format? Start with The Ultimate Funnel Strategy for Scaling Facebook Ads in the UK.
2. Carousel Ads
Carousel ads let you showcase multiple images or videos in a single ad unit — perfect for breaking down your offer or highlighting multiple services.
Why it works:
- Drives higher engagement due to swipe interaction
- Lets you tell a story or showcase testimonials
- Great for step-by-step visuals or multiple service tiers
Use it to:
- Highlight success stories
- Explain your process
- Feature packages or service categories
Carousels work well in the middle of your funnel (MOF) to build trust and educate leads.
3. Lead Form Ads (Instant Forms)
If your goal is leads (not website traffic), lead form ads are ideal. These ads let users fill out a form without ever leaving Facebook or Instagram.
Why it works:
- Super low friction
- Pre-filled contact info boosts conversion rates
- Great for mobile users
Best for:
- Free consultations
- Downloadable guides
- Service quote requests
To nurture those leads after they come in, see Email Marketing for Sales Funnel Nurturing.
4. Image Ads with Strong CTA
Sometimes, a clean, striking image ad is all you need — especially when paired with a compelling headline and a clear call-to-action.
Why it works:
- Simple and cost-effective
- Easy to test and iterate
- Great for retargeting warm audiences
Use it for:
- Special offers or seasonal services
- Booking reminders
- Testimonials or “before and after” results
These ads work particularly well in the bottom of funnel (BOF) stage — especially when combined with retargeting.
5. Retargeting Ads with Dynamic Creative
Retargeting is where most service providers see ROI — and Meta’s dynamic creative ads allow you to personalise messaging based on past behaviour.
Why it works:
- Shows tailored ads based on actions (website visits, video views, etc.)
- Leverages social proof or urgency to convert leads
- Automatically rotates headlines, images, and CTAs to find top performers
Retargeting should be a cornerstone of your strategy. Learn how to integrate it with Google Ads in Facebook Ads and Google Ads Integration for Sales Funnel Optimisation.
Bonus: Combine Formats for Full-Funnel Success
Here’s a quick example of how UK service providers can use multiple formats as part of a full Meta Ads funnel:
- Top of Funnel (Awareness): Reels video introducing your brand
- Middle of Funnel (Engagement): Carousel ad explaining your service process
- Bottom of Funnel (Conversion): Lead form ad offering a free consultation
- Retargeting: Image ad with testimonial or case study
Want more help building your funnel? Read Sales Funnel Optimisation Strategies for Lead Generation and Sales.
Final Thoughts
Choosing the right Facebook ad formats in the UK isn’t about following trends — it’s about aligning your format with your audience’s buying journey.
For service providers, the winning strategy is to:
- Use video to build trust
- Use carousels and images to educate
- Use lead forms to convert
- Use retargeting to close the loop
And most importantly — test everything.
Further Reading for UK Service Providers
- The Complete Guide to Facebook Advertising for Small Businesses (2025)
- The Ultimate Guide to Generating Bookings Through Facebook Ads
- Google Ads Expert