Snapchat and Advertising: Everything in Ads Manager (2025 Guide)
Looking to make the most of your Snapchat and advertising strategy? Whether you’re a marketer, small business owner, or content creator, understanding how the Snapchat Ads Manager works is your first step to reaching millions of mobile-first Gen Z and millennial users. In this guide, we walk you through everything inside Snapchat Ads Manager, from setting up your first campaign to choosing the right ad formats, optimising your budget, and making your creatives stand out.
However, ads require more than just effective targeting; they need engaging content. That’s where VidAU comes in. With VidAU’s powerful video ad maker, you can create Snapchat-ready vertical videos in minutes. This tool offers perfect visuals, strong hooks, and eliminates editing headaches, making it an ideal solution for busy marketers and content creators.
Snapchar and Advertising: How to Create a Snapchat Ad
- Open Snapchat Ads Manager and choose an objective.
- Define audience, budget, and placement.
- Pick an ad format (Single Image/Video, Story, Collection, Commercial, AR).
- Upload 9:16 creative to spec and add captions/CTA.
- Set pixel events + UTM tracking.
- Launch, then optimize to CPA/ROAS.
Snapchat and Advertising – Full Format/Spec Table
| Ad Format | Specs (Dimensions, Duration, File Size) | Creative Notes |
| Single Image/Video | 1080 × 1920 px (9:16)Video: 3–180 sec, ≤ 1 GBImage: ≤ 5 MBFormats: JPG, PNG, MP4, MOV, H.264Audio: 2‑channel PCM/AAC | Full-screen placement, ideal for discovery. Include branding, a short headline, and a link attachment for action |
| Story Ads | 1080 × 1920 px (9:16)Each Snap: 3–180 sec (≤ 1 GB)Title ≤ 55 chars; Logo: PNG 993 × 284 px; Image: PNG 360 × 600 px | Ad appears as a Discover tile; best for storytelling across 3–20 connected Snaps |
| Collection Ads | 1080 × 1920 px (9:16)Up to 4 product tiles with thumbnail 160 × 160 pxSame length & size limits as above | Designed for e-commerce—product tiles drive shopping directly from the ad. |
| Commercial Ads | 1080 × 1920 px (9:16)Standard: 3–6 sec (non-skippable)Extended: 7–180 sec (first 6 sec non-skippable)≤ 1 GB | High-impact, unskippable ads placed between organic stories for maximum viewer attention. |
| AR Lens Ads | PNG with transparent backgroundFace AR: high-res layered or PSD filesWorld AR: 3D Max/Maya filesAudio (MP3/WAV) Optional | Interactive, immersive experiences with highly engaging creative potential. |
| Filter Ads | 1080 × 2340 pxPNG transparent overlay≤ 250 KBAvoid placing branding within the bottom/top 310 px | Branded overlays for casual use in Snaps—great for awareness and local campaigns. |
| Snap Ads (Top, Web View, App Install, Deep Link) | 1080 × 1920 px (9:16)3–10 sec; ≤ 32 MBFormats: MP4, MOV (H.264)Audio requirements: Balanced, PCM/AAC, 192 kbps min, 48 kHz sample rate | Used in-feed; supports CTAs like app installs, deep links, or website pages with swipe-up actions. |
Snapchat and Advertising Costs & Benchmarks (2025)
In 2025, Snapchat’s average cost per 1,000 impressions (CPM) sits around $8.37, while the average cost per link click (CPLC) is about $0.90. The platform’s link click-through rate (LCTR) averages 0.93%. These figures come from Gupta Media’s comprehensive Social Media CPM Tracker.
Monthly trends reveal noticeable swings. CPM ranged from $6.01 in January to $12.04 in April, with most months clustering between $7 and $10.
Takeaway: Budget realistically. Auctions, seasonality, and creative formats all affect cost—Snapchat ad spend can vary significantly month-to-month.
Snapchat and Advertising: Reference Table
| Metric | Benchmark (2025) |
| CPM | $8.37 |
| CPLC | $0.90 |
| LCTR | 0.93% |
| Low CPM | $6.01 (Jan) |
| High CPM | $12.04 (Apr) |
Snapchat and Advertising Policy Quick-Check: What You Must Know Before Running Ads
- First, all Snapchat ads must follow Snap’s Advertising Policies. This includes honesty, privacy, and fair targeting—covering creative, landing pages, and disclosures.
- Next, keep it age-appropriate. Snapchat’s core audience includes teens, so your content must be respectful, clear, and compliant
- Also, certain categories like health, gambling, or finance have strict rules or bans. Be sure to check the category-specific guidelines
- Important: Snap reviews every ad before it runs. They can reject content, request edits, or suspend accounts for policy violations
- Quick reminder: Keep your content safe, honest, and policy-compliant to protect your account and avoid costly delays.
What Is Snapchat Ads Manager?
Snapchat Ads Manager is the central platform for planning, launching, and managing your Snapchat ad campaigns. It offers both “Instant Create” for beginners, which provides a quick and easy way to create ads, and “Advanced Create” for more customised objectives, allowing you to have more control over your ad campaigns. If you’re trying to drive website traffic, app installs, or increase brand awareness, Snapchat provides you with detailed targeting tools and clear performance metrics.
You can:
- Choose from multiple campaign objectives
- Set daily or lifetime budgets
- Target users by demographics, interests, device types, and more
- Access full-funnel analytics for campaign performance
For creators looking to amplify their ad creatives, VidAU is the ideal partner. You can plug your final video ad directly into Snapchat’s Ads Manager with the perfect specs.
How to Set Up a Snapchat Ad (Step-by-Step)
Launching a Snapchat ad may sound complex, but the platform streamlines the process through a step-by-step campaign setup.
Step 1: Log in to Ads Manager. Go to ads.snapchat.com and sign in with your Snapchat business account.
Step 2: Choose Your Objective. Decide if you’re driving traffic, app installs, conversions, awareness, or video views.
Step 3: Select Targeting. Pick your audience based on age, gender, interests, behaviours, and location. Snapchat also lets you upload customer lists or retarget site visitors.
Step 4: Upload Your Creative. Your video or image should be vertical (9:16), with engaging captions and a clear CTA. If you don’t have one, use VidAU to create a customised video ad in minutes.
Step 5: Set Budget and Schedule. You can run daily budgets or total campaign budgets with start/end dates.
Step 6: Launch and Monitor Use the built-in analytics dashboard to track reach, clicks, conversions, and cost-per-action.
Snapchat and Advertising – Pro Tips for Better Snapchat Ads
Here are a few expert recommendations to advertise premium Snapchat and maximise your Snapchat ad performance:
- Keep it short: Ads under 10 seconds work best
- Use bold text early: Hook viewers in the first 2 seconds
- Include sound: 60% of users engage with audio on
- Optimise for mobile: Use vertical video formats (9:16)
- Refresh creatives: Avoid ad fatigue by rotating content every 1-2 weeks
Creating multiple variations is easy with VidAU. You can generate and test 3–4 variations of your ad using the exact copy but different visuals or music.
Snapchat and Advertising: Common Pitfalls to Avoid
Running Snapchat ads? Don’t fall into these traps:
- Low-quality visuals: Blurry or stretched images reduce credibility
- Poor CTA placement: CTAs should be centred and visible
- Irrelevant targeting: Narrow too much, and you’ll shrink reach
- Budget misalignment: Running ads with too little spend won’t yield insight
- Lack of optimisation: Ads need regular analysis and creative refresh
VidAU helps you sidestep many of these issues by offering high-quality templates and customizable brand elements to speed up production and maintain quality.
Snapchat Advertising Platform vs Other Ad Platforms
How does the Snapchat advertising platform stack up against platforms like Instagram, TikTok, or Facebook?
| Platform | Strengths | Challenges |
| Snapchat | Gen Z reach, AR formats, vertical immersion | Smaller audience than Meta |
| Strong visual feed, influencer marketing | Increasing ad competition | |
| TikTok | Viral potential, young audience | Requires high creative volume |
| Broad targeting, lead-gen tools | Declining young demographics |
Snapchat shines when your audience is under 35 and expects fast, playful content. With VidAU, you can quickly adapt your creative content for each platform, maximising your ROI.
Snapchat and Advertising: Supercharge with VidAU
A creative ad is half the battle. Snapchat gives you reach, VidAU gives you the ad.
Here’s how:
- Start with your product description
- Use VidAU’s Video ad feature to generate a vertical video
- Customize with brand logos, captions, music
- Download and upload directly to Snapchat Ads Manager
You get studio-quality output with none of the technical stress. Even non-designers can create high-impact ads in minutes.
Conclusion
Suppose you’re serious about reaching a younger, mobile-first audience with Snapchat and Advertising. In that case, Snapchat Ads Manager offers all the tools you need to succeed. From flexible budgets and smart targeting to immersive ad formats, Snapchat makes it easy to launch and manage impactful campaigns. But the real secret to success? High-quality creative that stops the scroll.
That’s where VidAU becomes your creative partner. From script to video in minutes, VidAU helps you generate scroll-stopping Snapchat ads that convert, without needing an entire creative team.
Frequently Asked Questions
- How much does Snapchat advertising cost?
CPMs for Snapchat advertising typically range from $2 to $5, but actual costs depend on your targeting and campaign quality. This affordability can give you a sense of security and control over your advertising budget.
2. Is it better than Instagram or TikTok?
Snapchat is great for Gen Z and immersive formats. Try all three to see what converts best.
3. How much do Snapchat ads cost in 2025?
In 2025, Snapchat ads cost an average $8.37 CPM (per 1,000 impressions) and about $0.90 CPLC (per link click). Benchmarks vary monthly, CPMs ranged from $6.01 in January to $12.04 in April. Costs depend on bidding, seasonality, and format.
4. What ad formats does Snapchat support?
Snapchat supports Single Image/Video Ads, Story Ads, Collection Ads, Commercials, AR Lens Ads, Filter Ads, and Snap Ads. Most require vertical 9:16 creative at 1080×1920 px, with durations from 3–180 seconds.
5. Do I need a Pixel? How do I track ROAS?
Yes. The Snap Pixel lets you track conversions, measure ROAS, and retarget. Pair it with UTM parameters for Google Analytics. Together, they provide a clear picture of ad performance, funnel activity, and ROI.
6. What can get my ad rejected?
Snapchat rejects ads with misleading claims, unsafe content, or non-compliance with restricted categories (e.g., gambling, health, finance). Every ad is reviewed before launch. Violations can cause rejection or account suspension.
7. What’s new in Snapchat ads for 2025?
Two key updates: Sponsored Snaps, which offer new placement opportunities, and Generative AI ad formats, designed to increase engagement. These highlight Snapchat’s focus on creative, immersive ad experiences.
