Reach all the right people more efficiently

Engage people where they're already engaged. On Facebook, you can target your ads to exactly the people you'd like to connect with, and decide how much you'd like to spend. Once your ads are running, Ads Manager shows how you’re doing so you can continue to invest in the ads that bring you the most success.

How Our Ads Work

Ads on Facebook are unique. They're shown to specific groups of highly engaged people on desktop and mobile. When your ads have great creative content and are well targeted, they get more likes, comments and shares. When someone takes any of these actions, their friends may see your ad, making it more powerful. The more you promote your posts and create targeted ads to specific groups of people, the more likely they are to see it when they visit Facebook.
When you set up an ad on Facebook, you’ll be asked to choose your goal. The ads that are created will be designed to help you be successful, whether that means driving sales on your website, getting people to install your app or building your brand through Page engagement.

Best For

Reaching more people
Targeting a specific audience
Brand Awareness
Generating sales

Ad Types

When you create ads, they’ll be shown in different placements on Facebook depending on your goal and your targeting and creative choices. Your ad may look slightly different depending on who sees it. For example, if you’re promoting a Page post and someone sees it because a friend has liked it, they’ll see social information with your ad that says, “Jane Doe liked this.”
Ads may be shown in News Feed on mobile or desktop devices, and in the right-hand column of Facebook on desktop computers. You can specify what you'd like the button on your ad to read. For instance, you can choose "Learn More" or "Download" depending on what you'd like people to do.
For an overview of the most common ad types on Facebook, including placements, specifications and more, visit the Help Center.

Top Targeting Options


Reach people in cities, countries and communities where you want to do business. For example: If you’re a local business, you can show your ads to people who are near your store.


Choose the audience for your ad based on demographics like age, gender, education and more. For example: You can create different ads to appeal to different age groups or genders.


Reach people based on their interests, hobbies and Pages they like on Facebook. For example: If you sell cookware, you can reach people who like “cooking,” and also cooking shows or recipe sites.


Find people based on their purchase behaviors, device usage and other activities. For example: App developers can reach people who are early adopters or who use a specific type of phone.


Reach people who are connected to your Page, event or app, as well as their friends. For example: You can promote an event by showing ads to the friends of people who are attending.

Custom Audiences

Create audiences based on your own customer data, including emails, phone numbers or user IDs. For example: Share a customized ad with people who've signed up for your email newsletter.

Best For

Reaching just the right people

Page Promotion

When you’re just getting started, one of the most important things you can do to build your audience is to create an ad that encourages people to like your Page. When people like your Page, it shows in their list of likes and their friends may also see that they’ve liked you through a story in News Feed. The people who like your Page will also see your most engaging Page content in their news feeds.
If your Page is eligible, you’ll see the “Get More Likes” unit right on the admin panel of your Page. Click on it to get started.

Best For

Getting Page likes
Brand awareness

Facebook Offers

Facebook Offers are posts about a special discount or promotion that can be created right from the sharing tool on your Page. An offer post is special because when it shows to people in News Feed, it has a Get Offer button that encourages people to claim it. People have the option to share offers they claim with their friends, which means you’ll reach more people.
You can track the success of your offers not just through the number of claims, but also by counting how many customers walk into your store and spend money. You can even create a barcode for your offer so that it's easy to scan them and keep track of sales.
When you set up an offer, you need to add a budget to promote it. You'll be able to choose from different budgets, depending on how many people you want to reach.

Best For

Increasing sales in your store by encouraging foot traffic
Engagement and virality

Ad Create Tool

The ad create tool is designed to help you meet your most important business goals and includes a powerful set of targeting options so you reach just the right people for your business.
If you’re advertising a Page, app, or event, you’ll be asked to choose a goal. The goal you choose is used to automatically select the right combination of ads to help you reach your objective. The goals you can choose from are:
  • Get more Page likes
  • Promote Page posts
  • Get more app users
  • Increase app engagement
  • Increase event attendance
If you’re advertising a website off of Facebook, you won’t be asked to select a goal, but you will be able to link your ad to a Page on Facebook so that it can show in the News Feed in addition to the right column.

Best For

Achieving specific goals
Targeting the right audience