Ads and growth

Ads and growth covers the ways new people start a chat with you. You can run Facebook and Instagram ads from Ads Manager without opening Meta's own Ads Manager, and you can put a QR code on your packaging or in your store that opens a chat with your number.

People who tap a click-to-WhatsApp ad reach you with their name and WhatsApp number.

The ways to grow

Conversions API is not an ad of its own. It tells Meta which people from your click-to-WhatsApp ads went on to become leads or buy, so Meta can find more people like them.

How an ad turns into a customer

flowchart LR
    A["Ad on Facebook,<br/>Instagram or Status"] -->|"Tap"| C["Chat with<br/>your number"]
    Q["QR code"] -->|"Scan"| C
    C --> F["Chatbot flow<br/>or your team"]
    F --> L["Lead or<br/>purchase"]
    L -.->|"Conversions API"| M["Meta finds more<br/>people like them"]

Set up Ads Manager

You set this up once. All three ad types use it.

Before you start

You need:

• A Facebook Page to run the ads from
• Admin access to the Facebook Business Manager connected to that Page
• The Admin role in WhatsApp Marketing, to buy ad credits

Connect Facebook

1. Go to Ads Manager.

2. Under Setup, click Continue with Facebook.
3. Select the Business Manager you want to connect, and click Continue.

4. Grant the permissions Meta asks for, so an ad account can be set up for your Page and business. Click Save, then Got it.

A new ad account is created for your business.

5. Choose your Facebook ad account and the Page you want to run ads from, and click Confirm.

6. Click Send OTP. The OTP is sent and fetched automatically, and your Page is linked with your WhatsApp number. If linking fails, refresh the page and click Send OTP again.

Once the number is linked, the Create Ad button turns on. The Page you chose is used for all your click-to-WhatsApp ads.

Add ad credits

Ads are paid for with ad credits. Make sure you have enough before you launch an ad.

1. Go to Ads Manager.
2. Click Buy Credits.
3. Choose the amount and pay.

Only admins can buy ad credits. Ad credits are used only for running ads.

After an ad is published

Meta reviews every ad before it goes live. Click-to-WhatsApp and website ads show these statuses in Ads Manager:

Click Sync Status in Ads Manager to update the status. If Meta rejects an ad, you can see the rejection reason there.

Analytics come from Meta, so they can take a few minutes to update. If they look incomplete, wait for them to sync or refresh the page.

When to use which

Use click-to-WhatsApp or Status ads when a conversation sells. Products people ask about before buying, such as sizing, skin type or gifting, do well when the ad opens a chat. Your chatbot flow or team answers, and the customer's number is yours to message again.

Use website ads when the page sells. If your product page does the convincing, with photos, reviews and a checkout, send people there.

Use QR codes where people hold your product. A code on the box or in the store reaches people who have already bought or are standing in front of you. They are the most likely to reply.

Have something ready for the chat. An ad that opens a chat nobody answers wastes the click. Connect a chatbot flow that greets people and asks what they want, and make sure your team watches Live Chat while the ad runs. See Chatbot flows.