Introduction to Facebook Ads Manager
What is Facebook Ads Manager?
Facebook Ads Manager is Meta’s all-in-one platform for creating, managing, and tracking advertising campaigns across Facebook, Instagram, Messenger, and Audience Network. It provides tools to set campaign objectives, select target audiences, control ad placements, and monitor performance. For businesses, it acts as the central hub where every stage of the ad journey — from planning to optimization — happens in one dashboard.
Why businesses use Facebook Ads
With over 3 billion monthly active users across Meta platforms, Facebook Ads remains one of the most powerful ways to reach potential customers. Businesses use Facebook Ads Manager because it offers:
- Precision targeting (demographics, interests, behaviors, lookalike audiences).
- Multiple ad formats including image, video, carousel, and story ads.
- Flexible budgets that allow small businesses to start with as little as $5/day.
- Cross-platform reach on Facebook and Instagram simultaneously.
- Advanced analytics for optimizing ROI.
Simply put, businesses leverage Facebook Ads Manager because it connects brand messages to the right people at the right time.
Ads Manager vs Meta Business Suite
Although Facebook Ads Manager and Meta Business Suite are interconnected, they serve different purposes:
- Meta Business Suite: A broader management tool for handling posts, messages, and insights across Facebook and Instagram in one place.
- Facebook Ads Manager: Specifically focused on advertising campaigns, offering in-depth control over ad creation, targeting, and performance reporting.
In practice, many businesses use both — Meta Business Suite for day-to-day content and customer interaction, while Ads Manager is reserved for ad strategy and detailed campaign management.
How Facebook Ads Manager Works
The ad review process explained
Every ad submitted through Facebook Ads Manager undergoes an automated + manual review process to ensure it complies with Meta’s Advertising Policies. The system scans for prohibited content (like misleading claims, adult content, or restricted industries) before a human reviewer validates edge cases. Ads are then approved, rejected, or flagged for more information.
How long does the review take?
Typically, Facebook Ads are reviewed within 24 hours. However, review times can be shorter (minutes) or much longer during peak advertising periods (such as holidays or major events). Some factors that affect review time include:
- Ad type (videos often take longer).
- The advertiser’s account history and trust level.
- Whether the ad targets sensitive industries like finance, health, or politics.
Why ads get stuck in review
Sometimes, ads remain “In Review” for days. Common reasons include:
- High ad submission volume during busy seasons.
- Automated system flagging unusual content.
- Targeting sensitive categories that require additional checks.
- Technical glitches within Ads Manager.
In such cases, businesses can either wait for approval or manually request a second review.
Modifying ads after approval
If you make significant changes to an approved ad — such as editing the text, creative, or targeting — it will re-enter the review process. Minor adjustments, like tweaking the budget, often do not trigger a full review. Best practice is to finalize creatives before approval to avoid delays.
When and how to request another review
If your ad gets rejected or is stuck for too long, you can appeal the decision within Ads Manager. This involves:
- Going to your Ads Manager dashboard.
- Selecting the ad flagged as “Rejected” or “In Review.”
- Clicking Request Review.
- Providing additional context or documentation if required.
A human reviewer will reassess the ad, which may take up to 24–48 hours. For recurring rejections, businesses may need to contact Meta Business Support directly.
Creating & Managing Ads
How to create a Facebook or Instagram ad
Creating ads inside Facebook Ads Manager follows a step-by-step flow:
- Choose your campaign objective – such as traffic, engagement, conversions, or lead generation.
- Define your target audience – select demographics, location, interests, and behaviors.
- Pick placements – either automatic (recommended) or manual (Facebook, Instagram, Messenger, Audience Network).
- Set budget and schedule – daily or lifetime budget, with start/end dates.
- Upload creative assets – ad copy, images, or videos.
- Publish your ad – once approved, it begins delivery.
This structured process makes Ads Manager user-friendly while still offering advanced controls for professionals.
Ad formats & specifications (images, videos, carousels)
Facebook Ads Manager supports multiple ad formats, allowing businesses to choose the right style based on goals:
- Image Ads: Best for simple promotions or branding. Recommended resolution: 1080×1080 px.
- Video Ads: Highly engaging for storytelling. Length under 15 seconds works best for mobile.
- Carousel Ads: Showcase multiple products/services with swipable images or videos.
- Collection & Instant Experience Ads: Great for eCommerce product catalogs.
- Story Ads & Reels Ads: Full-screen vertical placements ideal for mobile-first audiences.
Each format has strict specifications, and ads failing to meet them may face reduced delivery.
Publishing, editing, or deleting ad proposals
Facebook Ads Manager allows advertisers to save draft ads as proposals. These can be:
- Published when ready.
- Edited before approval or even mid-campaign (though major edits may trigger re-review).
- Deleted if no longer needed.
This flexibility helps businesses test multiple versions before committing ad spend.
Meta policies and ad approval guidelines
To maintain user trust, Meta enforces strict ad policies. Ads are rejected if they:
- Contain misleading, false, or exaggerated claims.
- Promote restricted products (tobacco, weapons, adult services, etc.).
- Feature low-quality or disruptive content.
Advertisers must review the Meta Advertising Policies before publishing campaigns. Non-compliance can lead to rejection or account suspension.
Targeting & Budgeting in Ads Manager
How Meta decides who sees your ads
Meta uses a real-time auction system combined with user data to decide ad delivery. Factors include:
- Bid amount (how much you’re willing to pay).
- Estimated action rate (likelihood of engagement/conversion).
- Ad relevance & quality score (user feedback, CTR, engagement).
This ensures ads are served to users most likely to take action, not just to the highest bidder.
Budgeting and bidding strategies
There are two main ways to manage ad spend:
- Daily Budget – Ads run continuously until paused, spending up to the set daily limit.
- Lifetime Budget – Spend is distributed over a set campaign duration.
Bidding strategies include:
- Lowest Cost (automatic bidding) – Ideal for beginners.
- Cost Cap – Control average cost per conversion.
- Bid Cap – Maximum bid per auction.
- Target Cost – Maintain stable costs over time.
Is $300 enough for Facebook Ads?
Yes — $300 is enough to test and gather valuable data. For example:
- Spend $10/day for 30 days to identify winning audiences.
- Run multiple creatives to test CTR and conversion rates.
- Optimize based on performance insights before scaling.
While $300 won’t deliver massive sales, it’s sufficient to validate strategies and refine targeting.
Cost of Facebook & Instagram ads (CPC, CPM, CPA)
Ad costs vary by industry, competition, and audience. On average in 2025:
- CPC (Cost per Click): $0.70 – $1.20
- CPM (Cost per 1,000 Impressions): $7 – $12
- CPA (Cost per Acquisition): $15 – $40
Compared to Google Ads, Facebook often delivers lower CPCs but requires stronger creatives to drive conversions.
Performance & ROI of Facebook Ads
Metrics to track (reach, engagement, conversions)
To measure ROI, advertisers should track:
- Reach – How many unique people saw your ad.
- Engagement – Clicks, likes, shares, comments.
- CTR (Click-through Rate) – Percentage of viewers who clicked.
- Conversions – Purchases, sign-ups, or desired actions.
- ROAS (Return on Ad Spend) – Revenue generated vs. ad spend.
Common benchmarks for Facebook ads
Average performance benchmarks (2025):
- CTR: 0.9% – 1.5%
- Conversion Rate: 3% – 10% (depending on industry).
- ROAS: 3x – 6x (eCommerce brands often aim for 4x).
Benchmarks provide a baseline but real success depends on ad creative, targeting, and offer quality.
Case study insights & real-world results
- E-commerce brand: Spent $5,000 on Facebook Ads, achieved 5x ROAS by targeting lookalike audiences.
- Local service business: Spent $800, generated 120 qualified leads using lead form ads.
- App developer: Reduced CPI (Cost per Install) to $1.80 through story ads.
These real-world results prove that Facebook Ads can be highly profitable if executed strategically.
Are Facebook Ads worth it in 2025?
Yes, but with conditions. In 2025, Facebook Ads remain worth it if:
- You have a well-defined audience.
- Your ad creatives are optimized for engagement.
- You track performance and adjust budgets regularly.
For businesses targeting broad audiences, eCommerce buyers, or local leads, Facebook Ads continue to deliver strong ROI. However, competition and rising costs mean advertisers must prioritize creative quality, retargeting strategies, and testing.
Facebook Ads Manager Features & Tools
Audience targeting & lookalike audiences
One of the biggest strengths of Facebook Ads Manager is its advanced audience targeting. Advertisers can:
- Define custom audiences based on demographics, interests, behaviors, and location.
- Use lookalike audiences to reach new users similar to existing customers.
- Retarget website visitors, app users, or previous customers using the Meta Pixel.
This deep targeting ensures ads reach the most relevant audience, improving engagement and conversions.
Campaign scheduling & optimization
With Ads Manager, businesses can:
- Schedule campaigns to run at specific times or days for maximum impact.
- Use automated rules to pause, increase budget, or scale winning ads.
- Leverage A/B testing (split testing) to find the best ad creatives and strategies.
This automation reduces wasted ad spend and helps advertisers optimize performance effortlessly.
Advanced Ads Manager features (pixel, retargeting)
The Meta Pixel is a powerful tracking tool that records user activity on websites. Benefits include:
- Retargeting users who visited your site but didn’t purchase.
- Tracking conversions for better ROI reporting.
- Building stronger custom audiences for future campaigns.
Paired with retargeting campaigns, Facebook Ads become significantly more effective, as they reach people already interested in your product.
Ads Manager for Instagram integration
Facebook Ads Manager also supports Instagram advertising natively. Advertisers can:
- Run the same campaign across Facebook, Instagram, Messenger, and Audience Network.
- Use Instagram Stories and Reels ads for full-screen mobile experiences.
- Access unified analytics to measure performance across platforms.
This integration makes Ads Manager a multi-platform advertising hub rather than just a Facebook tool.
Pros & Cons of Facebook Ads Manager
Pros (scalability, targeting, reporting)
✅ Scalability – Works for both small businesses and large enterprises.
✅ Precise targeting – Custom and lookalike audiences ensure ads reach the right people.
✅ Comprehensive reporting – Access to detailed insights on impressions, reach, CTR, ROAS, and conversions.
✅ Cross-platform ads – Seamless integration with Instagram, Messenger, and Audience Network.
Cons (learning curve, ad rejections, costs rising)
❌ Steep learning curve – Beginners often struggle with advanced features.
❌ Ad rejections – Strict Meta policies can lead to frequent disapprovals.
❌ Rising costs – Increasing competition means CPC and CPM are higher in 2025.
❌ Dependence on creatives – Without engaging content, even well-targeted ads underperform.
How it compares to Google Ads & TikTok Ads
- Google Ads: Better for search intent (high purchase readiness). Facebook Ads excel in demand generation and brand awareness.
- TikTok Ads: Strong for viral, short-form content targeting younger demographics. Facebook Ads are better for detailed targeting and retargeting.
- Overall: Facebook Ads remain one of the most versatile platforms for advertisers in 2025, especially for eCommerce and lead generation.
Troubleshooting & Common Issues
Why your ad was rejected & how to fix it
Common reasons for rejection:
- Violating ad policies (misleading claims, prohibited products).
- Low-quality creatives (blurry, misleading, or too much text).
- Non-compliant landing pages (broken links, missing policies).
How to fix it:
- Review the rejection notice in Ads Manager.
- Adjust ad copy, visuals, or targeting.
- Request a manual review if you believe it was mistakenly flagged.
How to resolve disabled ad accounts
Sometimes accounts are disabled due to policy violations or suspicious activity. Steps to fix:
- Go to Account Quality in Business Manager.
- Submit an appeal with supporting details.
- Contact Meta Business Support for further review.
To avoid issues, always stay compliant with Meta’s Advertising Policies.
Scams & fraud prevention in Facebook ads
Unfortunately, scammers often misuse Facebook Ads. To protect your account:
- Enable two-factor authentication.
- Regularly review ad spend and billing activity.
- Only give ad account access to trusted team members.
- Report suspicious ads or unauthorized activity immediately.
Where to find support and resources
If issues persist, advertisers can access:
- Meta Business Help Center – Step-by-step troubleshooting guides.
- Meta Blueprint Courses – Free and paid training for advertisers.
- Meta Community Forums – Learn from other advertisers’ experiences.
- Live Chat & Email Support (available for active advertisers).
Alternatives & Comparisons
Facebook Ads vs Google Ads
- Audience Targeting: Facebook excels at interest and behavior-based targeting, while Google Ads focuses on search intent.
- Ad Formats: Facebook supports social, visual, and video ads, while Google excels in search, display, and shopping campaigns.
- Cost & ROI: Facebook often has lower CPC, but Google Ads can yield higher purchase intent conversions.
- Use Case: Facebook is ideal for brand awareness, engagement, and retargeting, whereas Google is better for direct sales and leads from search queries.
Facebook Ads vs TikTok & Reddit Ads
- TikTok Ads: Perfect for short-form, viral content targeting Gen Z and millennials, but less precise in audience segmentation.
- Reddit Ads: Best for community-focused campaigns targeting niche subreddits, with higher engagement in specific communities.
- Facebook Ads: Remains versatile with robust targeting, retargeting, and cross-platform reach on Instagram and Messenger.
- Choosing the Platform: Depends on audience demographics, content type, and campaign goals.
When to choose Facebook Ads vs competitors
- Use Facebook Ads for: Lead generation, eCommerce, app installs, retargeting campaigns.
- Use Google Ads when targeting high-intent searchers.
- Use TikTok Ads for viral content and younger audiences.
- Use Reddit Ads for community-focused or niche targeting campaigns.
This helps advertisers allocate budget effectively and achieve higher ROI.
FAQs About Facebook Ads Manager
What does “in review” mean in Facebook Ads Manager?
- “In review” indicates that Meta is checking your ad for compliance with their advertising policies.
- Most ads are reviewed within 24 hours, but complex or high-volume ads may take longer.
Are ads always reviewed within 24 hours?
- Not always. While Meta aims for a 24-hour review, ads may take up to 48 hours during high traffic or if flagged for manual review.
Can small businesses succeed with Facebook Ads?
- Yes! With proper targeting, optimized ad creatives, and budget testing, small businesses can achieve high ROI and measurable growth using Facebook Ads.
What to do if my ad is stuck in review?
- Check for policy violations in the ad manager.
- Duplicate the ad and resubmit it.
- Contact Meta Business Support for assistance if delays persist.
Final Thoughts & Recommendations
Summary of Facebook Ads Manager Review
- Facebook Ads Manager is a versatile, robust advertising platform with advanced targeting, budget control, and cross-platform integration.
- Businesses benefit from custom audiences, lookalike targeting, retargeting, and detailed analytics.
- Despite a learning curve and potential ad rejections, the platform is highly effective when used strategically.
Who should use it and when
- E-commerce stores – for product promotion and retargeting campaigns.
- Service-based businesses – to generate leads and build brand awareness.
- Content creators & app developers – for audience growth and app installs.
- When to use: Always when targeting broad or niche audiences on social platforms, or when retargeting users to maximize conversions.
Future of Facebook advertising in 2025 and beyond
- Expect more AI-powered optimization, automated ad creation, and better analytics dashboards.
- Enhanced privacy measures may impact targeting, so advertisers must adapt to first-party data and creative testing.
- Cross-platform integration with Instagram, Messenger, and emerging Meta channels will make Ads Manager even more powerful.
