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As social media becomes more integrated into our daily lives, advertising on platforms like Facebook has become increasingly important for businesses looking to reach a wider audience. Facebook Ads, in particular, are a powerful tool for businesses of all sizes to promote their products or services to a highly engaged audience.

One key element of creating and managing Facebook Ads is the use of Meta Ads Manager. This platform allows advertisers to create, manage, and track their ad campaigns across the Facebook family of apps and services, including Instagram and Messenger.

In this blog post, we’ll provide a comprehensive guide to understanding Meta Ads Manager, including what it is, how to access it, and its key features. We’ll also compare Meta Ads Manager to Facebook Ads Manager, discuss whether Facebook ads are worth it, and highlight potential drawbacks of using Facebook Ads. By the end of this post, you’ll have a better understanding of how to use Meta Ads Manager to create highly effective Facebook ad campaigns.

What is Meta Ads Manager?

Meta Ads Manager is a platform that allows advertisers to create and manage ad campaigns across the Facebook family of apps and services, including Facebook, Instagram, and Messenger. The platform offers a wide range of features and tools to help advertisers target specific audiences, track ad performance, and optimize their campaigns for better results.

Some key features of Meta Ads Manager include:

  • Ad creation: advertisers can create different types of ads, including image and video ads, carousel ads, and stories ads. Ads can be customized with specific messaging, targeting, and calls-to-action.
  • Targeting options: advertisers can target their ads based on a wide range of factors, including demographics, interests, behaviors, and more. They can also create custom audiences based on website traffic, customer lists, or engagement with their Facebook page.
  • Ad optimization: Meta Ads Manager offers a range of tools to help advertisers optimize their ads for better performance, including automatic placement optimization, ad scheduling, and ad delivery optimization.
  • Ad reporting: advertisers can track their ad performance in real-time, using a range of metrics to measure reach, engagement, and conversions. They can also use this data to optimize their campaigns and make informed decisions about future ad spend.

Compared to Facebook Ads Manager, Meta Ads Manager offers a more streamlined and user-friendly interface, making it easier for advertisers to create and manage their ad campaigns. However, both platforms offer similar features and tools, and many advertisers use both in tandem for maximum effectiveness.

How do I Access Meta Ads Manager?

Accessing Meta Ads Manager is easy and straightforward. Here’s a step-by-step guide on how to access Meta Ads Manager:

  1. Sign in to your Facebook account – The first step to accessing Meta Ads Manager is to sign in to your Facebook account. If you don’t have a Facebook account, you’ll need to create one before you can access Meta Ads Manager.
  2. Go to Ads Manager – Once you’ve signed in to your Facebook account, go to the Ads Manager page by clicking the drop-down menu in the top right corner of your screen and selecting “Ads Manager.”
  3. Access Meta Ads Manager – Within the Ads Manager page, you’ll see a navigation menu on the left-hand side of your screen. Click on the “Meta Ads Manager” option in this menu to access the platform.
  4. Start Creating Ads – Once you’ve accessed Meta Ads Manager, you can start creating and managing your ad campaigns. You’ll be prompted to choose your ad objective, target audience, ad format, and budget, among other things.

It’s important to note that to use Meta Ads Manager, you’ll need to have a Facebook page and a payment method set up. You’ll also need to comply with Facebook’s ad policies and guidelines.

Is Meta Ads Manager Free?

Yes, Meta Ads Manager is free to use. There are no costs associated with creating an account or accessing the platform. However, keep in mind that you will still need to pay for the ad campaigns that you create and run through Meta Ads Manager.

When creating an ad campaign, you’ll set a budget and bid for ad placement. Facebook’s ad auction system will then determine which ads are shown to users and how much each advertiser pays for their ads. The cost of running an ad campaign through Meta Ads Manager will depend on various factors, including your target audience, ad format, and bidding strategy.

It’s also worth noting that while Meta Ads Manager is free to use, Facebook offers paid advertising options that can provide additional benefits and features, such as increased ad reach and targeting options. These options include boosted posts, sponsored content, and Facebook Ad campaigns.

What is the Difference Between Facebook Ads and Ads Manager?

Facebook Ads and Ads Manager are two related but distinct platforms offered by Facebook for creating and managing ad campaigns. Here are the key differences between the two:

  • Functionality: Facebook Ads is a self-service platform for creating and running ad campaigns on Facebook and Instagram. Ads Manager, on the other hand, is a more advanced platform that offers more customization options, such as creating custom audiences, setting budgets and ad placements, and tracking ad performance.
  • User Interface: Facebook Ads has a simple and user-friendly interface that allows advertisers to quickly create and run ad campaigns. Ads Manager, on the other hand, has a more complex interface that requires more time and expertise to navigate.
  • Targeting Options: While both Facebook Ads and Ads Manager offer targeting options, Ads Manager provides more advanced targeting options, such as retargeting, lookalike audiences, and custom audiences.
  • Campaign Management: Ads Manager allows you to manage multiple ad campaigns in one place, including tracking their performance, editing them, and creating custom reports. Facebook Ads, on the other hand, offers limited campaign management features.

Overall, while both platforms are designed for creating and managing ad campaigns on Facebook and Instagram, Ads Manager offers more advanced features and customization options. It’s a better choice for advertisers who need greater control over their campaigns and want to track their performance more closely. Facebook Ads, on the other hand, is a good choice for advertisers who want a simple and easy-to-use platform for running ad campaigns quickly.

Are Facebook Ads Worth It?

One of the most common questions that advertisers have is whether Facebook Ads are worth the investment. The answer depends on a variety of factors, including your target audience, advertising budget, and campaign objectives. Here are some factors to consider when determining if Facebook Ads are worth it for your business:

  • Targeting Capabilities: Facebook Ads offers a wide range of targeting options, such as demographic data, interests, behaviors, and more. This makes it possible to reach highly specific audiences with relevant content, increasing the chances of conversion and ROI.
  • Cost-Effectiveness: Compared to traditional advertising channels, such as TV and radio, Facebook Ads are generally more cost-effective. Advertisers can set their own budget and bidding strategy to control costs and maximize ROI.
  • Customization: Facebook Ads allows advertisers to create highly customizable ad content, such as images, videos, and carousel ads. This makes it possible to showcase products and services in a visually engaging way that resonates with audiences.
  • Tracking and Optimization: Facebook Ads offers robust tracking and optimization features that allow advertisers to monitor ad performance and adjust campaigns in real-time. This means that advertisers can quickly identify underperforming ads and adjust them for better results.

Overall, Facebook Ads can be a highly effective advertising channel for businesses of all sizes, provided that campaigns are planned, executed, and optimized carefully. By leveraging Facebook’s targeting capabilities, cost-effectiveness, customization options, and tracking features, advertisers can reach the right audience with the right message, resulting in increased brand awareness, engagement, and conversions.


In conclusion, Meta Ads Manager is a powerful platform for creating and managing ad campaigns on Facebook, Instagram, and other properties owned by Meta (formerly Facebook, Inc.). With its intuitive user interface, advanced targeting options, and robust tracking features, Meta Ads Manager is a popular choice for businesses of all sizes looking to increase their online presence and reach.

While Facebook Ads and Ads Manager offer similar functionality, Ads Manager provides more advanced customization options and campaign management features, making it a better choice for advertisers who need more control over their campaigns. However, for businesses with limited budgets or simple advertising needs, Facebook Ads can be a cost-effective and straightforward option for reaching a wider audience.

Ultimately, whether you choose to use Meta Ads Manager, Facebook Ads, or both, it’s crucial to have a clear understanding of your target audience, campaign objectives, and available budget. By planning and executing campaigns carefully and tracking their performance closely, businesses can achieve success with Facebook advertising and drive meaningful results for their business.

If you want to explore running a Facebook ad campaign for your business, why not reach out to Three Peaks Digital Agency and schedule a free consultation.

Phoebe Egoroff

Phoebe is a British-Australian freelance writer and copywriter who splits her time between Stockholm and London. Aside from writing for Three Peaks, she's also a cultural critic with a hunger for exploring a diverse range of topics through her writing on her own website The Culture Paper.