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Create a Facebook and Instagram Campaign

Meta campaigns in Ad Manager follow Meta's own three-level layout: Campaign, then Ad Set, then Ad. A new campaign starts with one ad set and one ad, and you can grow to 10 ad sets per campaign and 10 ads per ad set. Once published, campaigns go to your connected Meta ad account and follow Meta's review rules.

Start the campaign

  1. Make sure Facebook is connected (see the Facebook connection articles).
  2. Go to Marketing > Ad Manager and click + Create Campaign.
  3. Choose Facebook as the platform and click Next.
  4. Pick Start from Scratch or a saved template, then click Next.
  5. Choose an Objective: Lead Generation, Website Traffic, Engagement or Sales.
  6. Choose a Special Ad Category if your ad covers credit, employment, housing or social issues. Otherwise select Not Applicable. Special categories remove lookalike and saved audiences, zip-code targeting and most detailed targeting, and lock age at 18-65+ and gender to all.

Set up the ad set

  1. Name the ad set and choose the Facebook Page and optional Instagram account.
  2. Choose Automatic placements, or switch on manual placements to pick where the ad can appear.
  3. Pick a Daily or Lifetime budget. The currency matches your ad account, and dates use your current time zone.
  4. Under Audience Controls, add locations to include or exclude, plus any optional interests, lookalike or retargeting audiences.

Build the ad

  1. Name the ad and choose its destination, such as a website URL, lead form or conversation form, depending on your objective.
  2. Add primary text (optional, about 125 characters), a required headline (about 40 characters) and a description (optional, about 30).
  3. Upload a single image, a single video or a carousel. Images may be up to 8 MB and videos up to 1 GB.
  4. Choose the call-to-action button.

Review and publish

Click Review, check media, copy, budget and audience, then click Publish Campaign Now and Confirm. Ad sets and ads can be duplicated from their three-dot menus.

Good to know: If Meta rejects an ad, check the Special Ad Category choice and the destination page quality first, fix them, and resubmit.

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