Facebook search ads are ads that appear next to relevant Facebook and Marketplace search results when people search inside Facebook. In Meta Ads Manager this is a placement called Facebook search results, sitting in the Search group alongside Instagram search results. You don't build a separate search campaign: you include the placement in a normal campaign, and Meta places your ad next to results it judges relevant.
That's the big difference from search engine ads. Meta's placement guide describes search as a placement, so there's no keyword list to bid on in the setup it lays out. Your audience, objective and creative decide who sees the ad, and the search placement decides where.
Which formats work in search results
Meta's table of placements by objective gives the same answer for most objectives: image, video and carousel work in search results, and collection doesn't.
| Objective | Facebook search results | Instagram search results |
|---|---|---|
| Awareness, Traffic, Engagement, Leads | Image, video, carousel | Image, video, carousel |
| App promotion | Flexible, image, video, carousel | Flexible, image, video, carousel (carousel image ads only) |
| Sales | Flexible, image, video, carousel | Flexible, image, video, carousel |
| Collection format | Not listed for search | Not listed for search |
The catch on Instagram: Meta says Instagram search results is only available if you select placements at the ad set level. Facebook search results is also listed among the placements for single image, video and carousel ads that open an Instant Experience.
How to make sure your ads can appear in search
Meta recommends Advantage+ placements, which let its delivery system spread your budget across every eligible placement, search included. It also says adding more placements doesn't increase the cost of your ad. If you want control, here's how manual placements work for Awareness, Traffic or Engagement campaigns:
- In Ads Manager, select + Create, choose your objective and select Continue.
- At the ad set level, find Placements. Advantage+ placements is selected by default.
- Hover over Advantage+ placements, select Edit, then Manual placements.
- Under Placements, keep Facebook search results ticked, and Instagram search results if you want it, and untick anything you don't.
- Decide on Allow limited spend to excluded placements, then finish and publish.
For Leads, App promotion or Sales, you'll see Advantage+ on. Select Show more settings, then Placement controls to exclude placements. Meta warns that excluding any placement switches that ad set to Advantage+ off.
Devices and platforms
Manual placements also let you exclude devices and operating systems, or whole platforms, before you choose placements. Two notes from Meta matter here. In Sales campaigns, if you pick specific mobile devices your ads may still reach people on other devices unless you deselect Reach more people across other mobile devices. And opting out of Mobile or Desktop devices switches the ad set to Advantage+ off.
The setting that can undo your exclusions
Allow limited spend to excluded placements lets Meta spend a small, capped share of your budget on each placement you excluded, when it thinks that'll improve performance. So if you build a search-heavy ad set by excluding everything else, check this box is off. Otherwise some budget may still go to placements you removed.
Search ads and Marketplace
Search reaches Marketplace too. Meta's description says ads in Facebook search results appear next to relevant Facebook and Marketplace results, and a boosted Marketplace listing runs in Facebook search and Marketplace search as well as Feed. If you sell physical products, my guide to how Facebook Marketplace shipping works explains the buyer side.
Writing an ad that suits search
- Match what people search for. Someone searching Facebook is looking for something specific, so name the product or service plainly in the headline.
- Use creative that works small. Search results sit in a list, so a clear product image beats a busy scene.
- Keep it in an ad set with other placements unless you've got a strong reason not to, because Meta says more placements can improve results without raising the cost of the ad.
- Check the placement breakdown in reporting after a week to see whether search earns its share.
For more on the creative side, my breakdown of what good Facebook ads look like shows the patterns that hold attention.
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My verdict
Don't treat Facebook search ads as a Google Ads alternative: there's no keyword buying in the setup Meta describes. Treat search results as one more placement where intent runs high, keep it switched on in your normal campaigns, and look at the placement breakdown before you decide it deserves its own ad set. If you do split it out, untick the limited spend option so your exclusions stick.
Related guides live in the Facebook Help: 80 Guides to Pages, Groups, Ads, Stories and Fixes.
Frequently asked questions
Does Facebook have search ads?
Yes. Facebook search results is an ad placement in Meta Ads Manager. Meta says these ads appear next to relevant Facebook and Marketplace search results.
Can I bid on keywords in Facebook search ads?
Meta's placement guides describe search results as a placement, not a keyword campaign. Your audience and objective decide who sees the ad, and Meta places it next to relevant results.
Which ad formats work in Facebook search results?
Meta lists image, video and carousel for search results across objectives, plus flexible for app promotion and sales. Collection isn't listed for search.
How do I show ads in Instagram search results?
Meta says Instagram search results is only available if you select placements at the ad set level, so use manual placements or placement controls.
Does adding the search placement cost more?
Meta says adding more placements doesn't increase the cost of your ad.
