How to create Facebook Ads: 2023 Update

Advertising on Facebook helps your content reach your target audience among the whopping 2.8 billion users. But, when launching your Ad you need to be sure that you are following the right steps. Some of them include adding your target audience, setting the Ad budget, choosing the right objective, selecting the Ad format, etc.

To help you with this, have made a complete guide about Facebook Advertising for businesses and how to create Facebook Ads in the right way. 

To make it easier for you to understand we will start with how to create Facebook Ad campaigns in a step by step process. We will mention the ad objectives, type of ads, and the guidelines and specifications of Facebook Ads in the respective steps. Let’s get started.

How to create Facebook Ads?

To create ads for Facebook you need to use Facebook Business Manager. If you haven’t heard of it, you can check out our blog and learn how to set up Facebook Business Manager and how you can use it to improve your Facebook marketing strategies. Once you have set up Business Manager you can follow these steps and tips for Facebook advertising.

Step 1: Create Facebook Ad Account

  1. Go to Facebook Business Manager. In ‘All Tools’ click ‘Ads Manager’.
ads manager
  1. Enter your payment details and complete setting up Ads Manager.

Step 2: Choose Your Objective

You will see the Ads Manager dashboard. Now you can start creating your Ad. The first step is to select the objective of your Ad. 

ads manager dashboard
  1. Click on ‘Create’ button in the dashboard.
  1. Select the objective of your Ad.  

Objective is the result you expect from your Ad. Facebook provides 11 objectives. 

Facebook Ad Objectives

  • Brand Awareness – to bring your product in front of a new audience
  • Reach– to make your ad reach a wider audience
  • Traffic– to increase traffic to your website, Facebook page or any other pages.
  • Engagement– to drive engagement to your posts such as increasing likes, shares, comments, followers, event responses
  • App Installs– to show you ads to people who are most likely to install your App
  • Video Views– to increase views for your video.
  • Lead Generation– to get leads by using lead generation forms.
  • Messages– to make people reach out to you through Facebook messenger, Whatsapp or Instagram Direct Messages.
  • Conversions – to make people take a specific action on your website or page.
  • Catalogue Sales– to show your ads with product catalogues to your target audience
  • Store Traffic– to show your ads to people to visit your store and make purchases
choose ad objective

Let’s say you want people to come to your website. So, you can choose ‘traffic’ as your objective. While creating the ad you will be given an option to enter the URL of your page and a call to action button. This will redirect your audience to your website.

Step 3: Name your Campaign and Set your Budget

After you have given your objective you will be taken to a page where you can create your Ad. Facebook Ad comes in three levels.

  • Campaign
  • Ad Set
  • Ad

At the Campaign level, you can set your campaign name and other campaign details.

campaign level
  1. Enter your campaign name. If your Ad is related to any categories like credit, employment, housing or social issues you can declare it by choosing the option.
  1. If you want to do A/B testing you can enable the option. After you have published the Ad, you can run different versions of it.
  1. If you are running multiple Ad sets you can turn on the campaign budget optimisation. Facebook will distribute the budget across the Ad sets. 
  1. Choose the campaign budget as a Daily budget or Lifetime budget. Next, enter the budget you want to spend on your Ad based upon the chosen budget distribution.

Step 3: Schedule Your Ad

This step comes in the Ad Set level. Here you will be able to schedule your Ad as you wish. If you want your Ad to run on a specific date enter your Start Date and End Date. Also, set the time.

budget and schedule

Step 4: Choose your Audience

This step in Ad Set Level lets you create a target audience based upon location, demography, age, interest, gender and many other options.

select audience
  1. In the Audience, the first field you will find is ‘Custom Audience’.Custom Audience’are people who have interacted with your business. In the Facebook Audience Page in Ads Manager, you can either upload a file of contacts or import contacts from Mailchimp.

 If you have Facebook pixel installed you can also create a custom audience of people who have interacted with your website. After you have created a custom audience you can select them from the drop-down menu.

  1. Next, you can enter the location, age and gender of the audience you are targeting.
  1. In the Detailed Targeting option, you can select your audience based upon demographics, interests or behaviour. 

For example, if you are targeting people who are married and are looking for home decor items you can search for ‘home decor’ or other related terms in ‘interest’ and select the relationship status in demography as ‘Married.

audience interested in home decor
married status in audience
  1. Finally, select the language and set the ‘Connection type’ of your audience. The Connection Type option lets you choose or exclude people who have interacted with your Facebook page, Apps or Events.

Step 5. Set the Ad Placement

You can either choose Automatic Placements or Manual Placements. If you choose Automatic Placement your Ad will run across Facebook, Instagram, Messenger and the Audience Network. 

By choosing manual placement you can decide where to run your Ad. For example, if you want to run your Ad only on Facebook and Instagram you can enable those two options and select the placements. You can also set the device to mobile or desktop or both.

ad placement

Step 6: Create Your Ad

This is the final step where you can get really creative.  You can upload your media and the text component like headlines, descriptions etc in the Ad level. 

ad creative

Before we get into the steps, let’s take a look at the type of Ad Formats and the specifications and dimensions for Facebook advertising.

Please note that ad formats become available depending on the objective you choose.

Image Ads

They are easy to create. It features one photo and a call to action with a link.

image ad


Media Specifications

  • Image File type: JPG or PNG 
  • Ratio: 1.91:1 to 1:1 
  • Dimension: At least 1080 x 1080 pixels
  • File Size: 30 MB

Text Specifications

  • Primary text: Up to 125 characters 
  • Headline: Up to 40 characters 
  • Description: Up to 30 characters

Video Ads

They feature a video. You can also include a call to action here and add a link. It need not necessarily be a video footage. It can be an animated video or GIFs.

video ad


Video Specifications

  • Video File type: MP4, MOV or GIF 
  • Ratio: 1:1 for desktop or mobile or 4:5 for mobile
  • Dimension: At least 1080 x 1080 pixels 
  • Facebook advertising video length: 1 second to 241 minutes
  • Maximum file size: 4 GB

Text Specification

  • Primary text: Up to 125 characters 
  • Headline: Up to 40 characters 
  • Description: Up to 30 characters

Carousel Ads feature a number of images each with different links. To showcase your products,  this type of Ad format is a perfect choice. You can add up to 10 cards in Carousel Ad formats.

carousel ad


Image/Video Specifications

  • Image file type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Dimesnion: At least 1080 x 1080 pixels
  • Image File Size: 30 MB
  • Video File Size: 4 GB
  • Video duration: 1 second to 240 minutes

Text  Specifications

  • Primary text: Up to 125 characters 
  • Headline: Up to 40 characters 
  • Description: Up to 20 characters 
  • Page URL: Required

Collection Ads

Using Collection Ads you can create five images or videos that opens as an instant experience. The users can purchase the product without leaving Facebook, making their shopping experience very easy.

collection ad


Image/Video Specifications

  • Image type: JPG or PNG 
  • Video file type: MP4, MOV or GIF 
  • Ratio: 1:1 
  • Resolution: At least 1080 x 1080 pixels 

Text Specifications

  • Primary text: Up to 125 characters 
  • Headline: Up to 40 characters 
  • Page URL: Required

Now that you know the type of Facebook Ad Formats and its specifications, you can add your media and the headline, primary text and description. 

If you wish to create multiple Ads or Ad sets you can click on the ‘Action Menu’ and click ‘Create Ad Set’ or ‘Create Ad’.

multiple ad set

Analyse and Optimize your Result

Once your Ad is launched, you can find the report of the campaign in the Ads Manager dashboard. To get a deeper understanding of how your Ad is performing, you can check it in the Ad set and Ad Level.

If you find that one of your Ads is not performing well you can optimize the budget accordingly. Don’t worry if your first ad is not giving you the expected results. Try running multiple ads and find out what works best for you.

The Final Step

When your Ad is live you might get inquiries and conversions, especially, when you are running lead ads, message ads and conversion ads. So make sure you track your leads and customers you get from Facebook Advertising. You will be able to easily win sales through regular follow-ups and engaging them.

For that, you will need a business management software like Zenys where you can manage your Facebook contacts.

zenys tool-schedule follow up

Using Zenys you can easily create contacts and sales, schedule follow-ups and tasks, automate emails and do many more. Sign up for free and manage your business better.