How to make Facebook ads
This is a step-by-step guide to building a Facebook ad in Ads Manager, covering everything from naming the ad and setting partnerships to choosing creative, writing copy, and adding tracking. It explains how to upload assets, test multiple text variations, set URL parameters, and launch an optimized ad.
It’s time to create your first ad in Facebook Ads Manager. We’ll move through each module from start to finish.
Ad Name and Partnership
Add a name for the ad, include the product and promotion, and any attributes that identify the ad.
Under Partnership Ad, toggle this on if you are working with a partner or keep it off.
If you work with influencers, this is how you make ads look like they come from their page.
Click Manage Partnerships to see the list of partnerships and select a creator so the ad shows from both your brand page and the creator.
For now, leave this off.
Ad Setup
You have 3 choices: Create Ad, Boost Post or Use Creative Hub mockup.
Using a Creative Hub Mockup lets you take an ad design you built in Creative Hub and run it live as an ad.
Boosting a post let's you use an existing post by pulling an ad from your Instagram or Facebook page so likes and comments stay on your page.
Creating an ad in Ads Manager gives more customization, but that post will not live on your page.
For this example, we’ll create the ad from scratch.
Media Source
Next choose the media source.
Upload images or videos manually or create an Advantage Plus catalog ad that pulls data from your store to make a dynamic ad that changes format and product depending on the user.
Select Manual Upload to create an image or video ad.
Format
Under format, choose how to structure the ad.
Meta can turn on AI enhancements to switch formats depending on the user, showing video when it is likely to convert and image when that works better.
For now select Image or Video and move forward.
Leave Multi-Advertiser Ads selected and scheduling at default.
Destination
Copy and paste your URL to avoid mistakes. If people go to the wrong site, your results will suffer.
You can select a product page so the shop destination updates to that product.
Today we’ll send people to the homepage.
If your homepage is the best landing page, that can work, but extra clicks can add friction and reduce conversions.
Ad Creative
Select to make an image ad or a video ad. We’ll choose image.
Move through the site links, which are automatically set up, and select an image.
Customize for different placements with feeds on the left and stories or reels on the right.
Click Next to add primary text.
Primary Text
Add primary text options. If you are not ready you can skip and add later.
Meta recommends at least three to five options so the system can test variations and spend more on the best performer.
Example: Save up to 20% on your first order with code FIRST20.
Use a tool like Foreplay to find copy inspiration. You can paste competitor copy into ChatGPT to remix and create your own.
Headlines and Descriptions
Add multiple headline options such as Save 20% or Sale On Now.
Add a description like Limited time only or While stocks last.
If you have a promo code, include it here.
Call to Action
Pick a clear call to action such as Shop Now, Order Now, or Get Offer.
Avoid Watch Now if there is no video.
Enhancements
At the bottom you can turn on overlays, visual touch ups, 3D animation, text improvements, enhanced CTA, or product displays.
Meta recommends using these but will only apply them if they improve performance.
Check previews to decide if you want them.
Tracking and URL Parameters
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Add website tracking, offline events, or URL parameters if you use third party tools like Triple Whale or Google Analytics.
Set campaign source, medium, name, and ad name as dynamic variables.
Remember these variables do not update after publishing.
Promo Codes
If your shop is integrated with your Meta ad account, promo codes are added automatically, but you can add them manually.
Good Input Matters
Strong input leads to strong results.
Use tools like Foreplay to find ads that have worked.
For example, I found a Viori ad that ran for 120 days, spent $58,000, acquired 1,110 customers at $52 CPA, and generated $89,540 in new customer revenue with a 1.54 ROAS.
I used that ad as inspiration when I was working with a similar brand to create one of their best performing ads.
