Creating Ads

Ads are the individual pieces of creative content your audience sees in their feed. Each ad lives within an Ad Set and combines text, media, and a call-to-action to drive your campaign objective.

Creating a New Ad

1. Open a campaign and select an ad set on the Ads page.
2. Click Create Ad within the ad set.
3. Fill in the creative details:

Headline

A short, attention-grabbing line that appears prominently in the ad. Keep it concise — typically under 40 characters works best. The headline should clearly communicate your value proposition or offer.

Primary Text

The main body copy that appears above the ad image or video. This is where you tell your story, explain the offer, or make your pitch. You have more room here, but the first couple of lines are the most important since longer text gets truncated with a “See more” link.

Call-to-Action (CTA)

Choose a CTA button that matches your campaign objective:

• Learn More — For awareness and information campaigns.
• Shop Now — For e-commerce and product promotions.
• Sign Up — For lead generation and newsletter signups.
• Contact Us — For service-based businesses.
• Download — For app installs or resource downloads.

Destination URL

The web address where users land when they click your ad. Make sure the page is relevant to the ad content and loads quickly on mobile devices.

Creative Media

Upload an image or video for your ad. High-quality visuals are essential — they’re the first thing people notice in their feed. Follow Meta’s recommended aspect ratios (1:1 for feed, 9:16 for stories) for best results.

Tips

• Test multiple ad creatives within the same ad set to let Meta’s algorithm find the best performer.
• Keep your message consistent from ad copy through to the landing page.
• Use clear, high-contrast images that work at small sizes on mobile screens.
• Monitor performance in the Insights panel and iterate on your top-performing creatives.