Snapchat Ads: How to Advertise on Snapchat in 2026

Learn how to run Snapchat ads that find new customers, drive mobile sales, and help you connect with Gen Z shoppers.

by Michael KeenanJun 29, 2026 • 13 min read

a shoe, chair, and luggage in snapchat windows on green background

Snapchat Ads offer a significant marketing channel for brands aiming to diversify their social media strategy and reach younger audiences.

Snapchat has nearly one billion monthly active users (MAU), which the company says is made up of Gen Z and millennials. Snapchat has an estimated 46.4 million Gen Z users as of 2026. Data published by Snapchat speaks to a particularly engaged audience. Three out of four users say their time on the platform is meaningful, representing a cohort that is 79% more open to seeing ads, 70% more engaged with relevant ads, and 69% more likely to act on relevant ads, according to Snapchat data.

There are several ways to make money on Snapchat, including using paid ads to drive customers to your ecommerce store. In this guide, review Snapchat ad formats, learn how to connect your Shopify store to Snapchat, and get a step-by-step walkthrough on building your first campaign in Ads Manager.

What are Snapchat ads?

Snapchat ads are 10-second full-screen vertical videos that pop up between stories. Snapchat users can swipe up to interact with an ad. As the advertiser, you can set the swipe-up to link to your website, show a longer video, display an article, or prompt an app install.

Snapchat’s advertising platform is self-serve. Anyone can create ads, launch campaigns, track performance, and tweak campaigns in the Snapchat Ads Manager. You can kick off ads for as little as $5 per day (although Snapchat recommends spending $20 to $50 for the full exploration process).

You can set daily and ad lifetime budgets as you go. Snapchat also has tools like Snap Publisher to help you create and edit ads. Snapchat charges per 1,000 impressions (CPM) but also has goal-based bidding. This lets you optimize your campaign for specific actions, like making a purchase or downloading your app.

Snapchat ads can deliver strong results: According to a Snapchat case study, Steve Madden saw a 24% lower cost per click on Snapchat by “adopting a Snapchat-first mindset.” Another case study shows that Quay Sunglasses yielded a 40% higher return on Snapchat ad spend by implementing dynamic campaigns.

You can tailor different Snapchat ad formats to your business goals. Here are some of the ad types available:

Single-image or video

Single-image or video ads are full-screen ads with an attachment, such as a link to your website or an app download. Snapchatters can swipe up to take action. Your creative can include videos, photos, GIFs, or cinemagraphs. You can make an ad up to three minutes long.

As of 2026, you can also conduct a Total Snap Takeover with any image or video ad type. This media buy option ensures your ads get prime placement on Snapchat’s Map, Chat, Camera, Stories, and Spotlight tabs.

Ad requirements:

File type: .jpg, .png, .mp4, or .mov
Aspect ratio: 9:16
Resolution: 720 px x 1280 px
Length: 3–180 seconds
Headline: Up to 34 characters, including spaces

Story ads

Story ads let you reach your target audience with a branded tile in the Discover feed. Snapchatters can tap your ad and see a collection of three to 20 snaps. You could show a new fashion line, product launch, or special releases.

Viewers can also swipe up to engage more with the ad and complete your goal, like buying something on your website.

A Story ad consists of two components: the image tile and a logo. The following specs are for the image tile:

File type: .jpg, .png, .mp4, or .mov
Aspect ratio: 9:16
Resolution: 720 px x 1280 px
Length: 3–180 seconds
Headline: Up to 34 characters with spaces

The following specs are for the branded icon asset for the Discover section:

File type: .png
Aspect ratio: 3.5:1
Resolution: 993 px x 284 px

Collection ads

Collection ads pair an image or video with four tappable tiles, letting Snapchatters browse and buy your products. Collection ads help ecommerce brands provide Snapchatters a smooth shopping experience.

Ad requirements:

File type: .jpg, .png, .mp4, or .mov
Aspect ratio: 9:16
Resolution: 720 px x 1280 px
Length: 3–180 seconds
Attachments: Website, app, long-form video, or Lens
Headline: Up to 34 characters, including spaces
Call to action: Add CTA text; Snapchat will apply the visual and place the CTA on the ad

Collection ads also need a thumbnail image, which has its own specs:

File type: .jpg or .png
Resolution: 160 px x 160 px
URL: Each thumbnail image includes a URL to a product or landing page

AR Lenses

Snapchat lets you run interactive augmented reality (AR) ads in its Ads Manager. With Lens Web Builder, you can pick from hundreds of 3D objects, animations, and effects to create a branded AR lens. Once you’re done, you can launch it as an ad for Snapchatters to experience and share with friends. Check out Snapchat’s Lenses specifications to launch a successful ad.

AR Filters

AR filters are overlays that users can add to their Snaps. Create Sponsored AR Filters using the Lens Web Builder. You can run your AR filter ad as an option in the carousel of features that users see after taking a photo. Ad requirements:

File type: .png or .gif
Resolution: 945px x 2048px for .png, 720 px x 1560 px for .gif
Length: 1–3 seconds for .gifs

Commercials

Commercials are ads that Snapchatters cannot skip for six seconds. These video ads appear in Snapchat’s curated content, which is themed collections promoted in the Snapchat app. They help brands get a longer message across in a premium environment.

Ad requirements:

File type: .mp4 or .mov (H.264 encoded)
Aspect ratio: 9:16
Resolution: 720px x 1280px
Length: 3–180 seconds
Attachments: Website, long-form video, or AR Lens

Dynamic ads

Dynamic ads automatically promote your products based on user actions on your website. With the Snap Pixel installed on your ecommerce store, Snapchat can track when shoppers abandon their carts and automatically retarget them with ads featuring the products they viewed or added to checkout.

Snapchat has several ad types for dynamic ads, including single-image and collection ads. They’re automated using items from your product catalog and preset templates, so you don’t have to create them manually each time. For Shopify merchants, the Snapchat Ads app simplifies this process by syncing your product catalog directly with Snapchat Ads Manager and automatically deploying the Snap Pixel.

Snapcodes

Snapcodes are scannable QR-style codes that link users directly to Snapchat experiences, profiles, filters, AR Lenses, websites, or specific pieces of content. They function as a bridge between online and offline marketing. Brands and creators often use them in packaging, storefronts, videos, live events, and social posts to help users quickly connect with a campaign or account.

For example, a creator might place a Snapcode on merch packaging that opens a branded AR Lens, or a retailer might use one in-store to unlock an exclusive promotion. Because users can scan the code directly in Snapchat’s camera, Snapcodes provide a fast path to interactive experiences without requiring users to search manually.

How to advertise on Snapchat with Shopify

Snapchat Ads app for Shopify connects your store directly to Snapchat’s advertising platform so you can create, track, and optimize campaigns using your store data. Instead of manually uploading products or configuring tracking code yourself, the app automatically syncs important ecommerce information between Shopify and Snapchat Ads Manager.

Once installed, the app can deploy the Snap Pixel across your storefront. The pixel tracks actions such as product views, add to carts, and purchases, allowing Snapchat to measure conversions and help optimize ad delivery. The app can also sync your product catalog so you can run dynamic product ads that automatically pull in current product images, pricing, and inventory from your Shopify store.

From there, you can launch and monitor Snapchat campaigns directly from the Shopify Marketing tab. This has allowed creators and businesses to manage ads, track performance, and attribute sales to Snapchat campaigns without constantly switching between platforms.

Reach customers everywhere they are with Shopify

Shopify comes with powerful tools that help you promote and sell products on Facebook, Instagram, TikTok, Google, and YouTube from one back office. Make sales on multiple channels and manage everything from Shopify.

Explore Shopify’s sales channels

How to create Snapchat ads in Ads Manager

To start Snapchat ads, first sign up for a Snapchat account. Once you’re in, head to Snapchat Ads Manager.

Next, choose how you want to create your first Snap ad. You have two options: Instant Create or Advanced Create.

Instant Create lets you whip up a single ad quickly. Advanced Create gives you more control—you can create multiple ads within your campaign and build out funnels.

This tutorial covers the advanced setup, so start by clicking Advanced Create.

1. Choose an objective

First, decide your goal. Think about what you want Snapchatters to do when they see your ad.

Source: Snapchat

Here’s an overview of the objectives that are most relevant to ecommerce stores:

Awareness ads help build brand or product awareness with new customers.
Promote Places lets you advertise storefront locations or pop-ups.
App installs drive people to download your app.
Traffic objectives direct people to a URL of your choice, such as a landing page or a product page.
Engagement objectives get more users to interact with your ad.
Website conversions track meaningful interactions on your website, like purchases.
Catalog sales display your product catalog.

Notice how these objectives fall into three big categories: awareness, consideration, and conversions—the three stages of the marketing funnel. This is because customers typically go through these three phases before making a purchase:

In the awareness phase, the customer is getting to know your brand, service, or product.
In the consideration phase, the customer is learning more about what you offer and considering a purchase.
The conversion phase is where the customer buys a product or service.

When choosing an objective, think about where customers are in your funnel and build ads that fit. If you’re new to Snapchat, start by nurturing customers at the awareness level, then retarget the audience that interacts with your awareness ad by serving them an ad with a consideration objective.

2. Name your campaign

Next, give your campaign a name. Come up with a naming system that makes sense to you. Make it easy to understand what the campaign’s about at first glance, so you stay organized.

Source: Snapchat

The Status button is set to On by default. That means as soon as you launch a campaign, it will start on the date you set.

Next, you can choose to A/B test two variables side by side in identical campaigns to see which one works better.

3. Choose a start and end date and decide on a budget

Source: Snapchat

By setting a daily spend cap, you control your daily ad budget. Lifetime spend is the absolute maximum you’re willing to spend over the entire run of your ad. You can increase, decrease, or remove the lifetime spend cap at any time.

4. Create your ad set

Source: Snapchat

On the Ad Set Details page, you can enable your Snap Pixel to track user activity after they interact with your ads. The pixel measures actions such as product views, add to carts, and purchases, helping you understand campaign performance and build retargeting audiences later on. If you already use the Snapchat Ads app for Shopify, much of this setup can be connected automatically.

Source: Snapchat

Next, choose where your ads will appear and who should see them. Snapchat’s Automatic Placement option distributes ads across placements like Stories and Spotlight, where they are likely to perform best. You can also define a target audience using demographics, interests, behaviors, location data, device type, and predefined audience segments built from Snapchat and third-party data.

Source: Snapchat

Finally, configure your campaign budget, schedule, and bidding strategy in the Delivery section. Snapchat lets advertisers control daily or lifetime average spending depending on campaign goals—and all within the daily and lifetime caps you set earlier.

5. Choose your ad formats

Source: Snapchat

On the next screen, you’ll see the option to design your ad. Pick your ad format, and the screen will change to match it. For example, if you’re creating a single image or video ad, you’ll see the input fields below.

Source: Snapchat

Upload your visuals, add your brand name, headline text, CTA, and any other info you need. You’ll be able to see how your ad will look on the right-hand side of the editor.

Source: Snapchat

Once everything looks great, review your info on the next screen. Add your business address and payment details, then hit Publish Campaign in the bottom right corner.

Snapchat ad metrics to monitor

The exact metrics you track depend on your Snapchat ad type, but these are the primary metrics you’ll watch:

Impressions. Impressions count the number of times your ad appears on the Discover page. Paid impressions are tallied when the tile is 50% on-screen for at least one second. They tell you how many people might have seen your ad, but not if they paid attention or took action.
Conversion rate. Conversion rate measures how many people took the action you wanted after seeing your ad, such as buying something or subscribing to your newsletter.
Cost per story open. This tracks how much you’re spending per story opened. A lower cost usually means your ad is doing a good job of grabbing attention.
Click-through rate (CTR). CTR measures how often people click on your ad compared to how many times it was shown.
Two-second video views. This counts meaningful video ad watches. It includes two types: when someone watches at least two seconds of your video without stopping, or when they click the ad.
Video completions. This counts how many times people watched almost all your video ads. Specifically, it tracks when viewers see 97% of your top snap (the main part of your video ad).

Snapchat ads FAQ

What are effective strategies for Snapchat ads?

Effective Snapchat strategies focus on interactive formats and engaging visuals to capture user attention. Analyzing performance metrics from past campaigns can help you refine your approach for better engagement and marketing success.

How often should I update my Snapchat ad campaigns?

Snapchat suggests running weekly creative tests to keep content fresh and your audience engaged. Monitor your ad performance and make tweaks if you notice consistent drops in engagement.

What are the different types of Snapchat ads?

Snapchat has several ad formats designed for different campaign goals. The most common are Single Image or Video Ads, which appear between Stories and Spotlight content; Story Ads, which open into a series of branded Snaps in Discover; and Collection Ads, which function like mobile storefronts with tappable product tiles.

What is the minimum budget for Snapchat ads?

You can get started with Snapchat ads for as little as $5 per day.

What is the best way to target Snapchat ads?

Snapchat recommends using advanced targeting to optimize your campaigns. These tools within the app allow advertisers to target audiences based on demographics, interests, behaviors, location, and existing customer data.

by Michael KeenanUpdated by Mack Hayden on Jun 29, 2026