Facebook advertising

You advertise on Facebook through Meta Ads Manager, the same system you use for Instagram, Messenger and the Audience Network. So Facebook is no longer a separate ad platform: it is a set of placements within Meta's system. Still, Facebook has its own audience, placements and opportunities, and that is what this page is about.

For how the whole Meta platform works (Advantage+, objectives, Pixel) read Meta advertising. For the tool itself: Meta Ads Manager.

What you need to start

• A Facebook Page for your business; ads always run from a Page, not a personal profile.
• A Business portfolio (formerly Business Manager) bringing together your Page, ad account, payment method and user permissions.
• An ad account with a payment method.
• The Meta Pixel and preferably the Conversions API on your website, so Meta knows what happens after the click.
• A verified domain, so you control which conversion events count for your site.

Facebook placements

Within a campaign you can choose Facebook placements or let the system distribute (Advantage+ placements). On Facebook these include:

If you let the system distribute, it picks placements with the lowest cost per result. That is often fine, but check the split: sometimes budget goes to placements that are cheap but deliver little.

Objectives

Meta has six campaign objectives: awareness, traffic, engagement, leads, app promotion and sales. Choose the one that matches what you really want; the system looks for people likely to take exactly that action. Choose 'traffic' and you get clickers, not necessarily buyers.

When Facebook works well

• Broader and somewhat older audiences. Many adults still use Facebook daily, including people you reach less on TikTok or Instagram.
• Local reach. Radius targeting around an address works well for shops, hospitality, service providers and events.
• Lead ads. A form within Facebook, partly prefilled with profile data. Low threshold, but check quality: easy to fill in also means more casual enquiries.
• Remarketing. Reaching people again who visited your site or engaged with your Page or videos.
• Communities. You can't advertise inside groups, but you can reach people active around an interest.

Facebook or Instagram?

Because both run in the same system, you usually don't have to choose: one campaign can use both placements. The creative differs, though. Facebook tolerates more text and explanation and is used more on desktop; Instagram needs strong visuals and vertical video. To see which delivers more, look at the breakdown by placement in Ads Manager rather than creating separate campaigns.

Jobs and special ad categories

If you advertise jobs, housing, credit or social and political issues, you must declare a special ad category. Targeting by age, gender and postcode is then limited, and extra EU rules apply to social and political ads. Recruitment campaigns therefore need a different setup; see also recruitment marketing.

Common mistakes

• Boosting posts instead of building campaigns. The boost button is quick but offers little control over objective, audience and measurement.
• Targeting too narrowly. Small audiences make learning expensive. Give the system room and steer with creative.
• One ad running for months. Ad fatigue drives costs up. Refresh creative regularly.
• No exclusions. Existing customers see your acquisition ad and cost you budget.

Frequently asked questions about Facebook advertising

What does Facebook advertising cost?

You set your own daily or lifetime budget. The price per click or per thousand impressions depends on your audience, competition, time of year and ad quality. Judge campaigns on cost per result.

Do I need a Facebook Page to advertise?

Yes. Ads are always shown on behalf of a Facebook Page. For Instagram placements you also connect your Instagram account.

Is Facebook advertising still worthwhile?

For many audiences, yes, especially adults, local businesses and webshops. Whether it works for you depends on your audience and offer; test it with a clear goal and enough budget.

What is the difference between boosting a post and an ad in Ads Manager?

Boosting is a simplified ad from your Page. In Ads Manager you choose objective, audience, placements and measurement, and you can test. For result-driven campaigns, Ads Manager is the right place.

Can I advertise only on Facebook and not on Instagram?

Yes, with manual placements you can turn Instagram off. It is often more efficient to keep both on and look at results per placement.

Can I advertise jobs on Facebook?

Yes, but you must choose the special ad category for employment. Targeting by age, gender and postcode is then limited.