Facebook event ads promote a Facebook Event you've already created, to raise awareness, collect Interested and Going responses, or sell tickets. You can build one in Meta Ads Manager or boost the event straight from your Facebook Page, and the objective you choose decides which button people see and where the ad can appear.
Here's the rule to check before you plan the campaign: Meta says only in-person events with tickets can use the Traffic or Sales objectives. Online events and free events are limited to the Engagement objective, which optimises for event responses and runs in Facebook Feed only.
Pick the right objective
| Objective | Optimises for | Button people see | Which events |
|---|---|---|---|
| Engagement (Event Response) | Responses to your Facebook event | Interested, or Going for people who already responded | With or without tickets |
| Traffic | Visits to your website or event app | Get tickets | In-person events with tickets only |
| Sales | Ticket sales | Get tickets | In-person events with tickets only |
For Traffic and Sales, Meta says you have to choose the single image or video ad format when you create the ad. So if you'd planned a carousel of speakers, it won't work with those two objectives.
Where event ads can appear
| Objective | Placements |
|---|---|
| Engagement | Facebook Feed |
| Traffic and Sales | Facebook Feed, Facebook Marketplace, Facebook right column (image only), Facebook stories, Facebook in-stream reels, Facebook search results, Audience Network native, banner and interstitial, Audience Network rewarded videos (video only) |
| Sales only | Audience Network in-stream videos (video only) |
Meta also notes that from March 2026 the Facebook Feed placement includes the Facebook Friends tab.
How to boost an event from your Facebook Page
- Go to your Facebook Page and click Advertise.
- Select Boost an event. If you can't see it, the event was probably created on your personal profile, not your Page.
- Choose the event and click Boost event.
- For an in-person ticketed event, pick a goal: Sell tickets shows a Get tickets button, Awareness shows Interested. Online or free events skip this step and optimise for responses.
- Edit the description if you like. It fills in from the event description.
- Change the image or video under Edit options if needed.
- Choose your audience, duration and budget, add conversion tracking if you use it, and click Publish.
Boosting from the Page runs your ad in Facebook Feed. If you want the wider placement list, build the ad in Ads Manager instead. And if you haven't made the event yet, our guide on how to create an event on Facebook covers that first step.
Set up the event so the ad works
The ad pulls from the event itself, so Meta's best practices are mostly about the event page:
- Cover image or video: 1920 x 1080 pixels (16:9) or larger, with little or no text. A clip from a past event works well.
- Event name: short and clear, no all capitals, no hard-to-read symbols. Long names get cut off.
- Location: link it to a Facebook Page or a suggested location so nearby people can find it in Discover events, or give the full address.
- Date and time: include an end date if it matters, and say how often a recurring event runs.
- Description and details: parking, age rules, beneficiaries, a schedule or line-up, and keywords so people can search for it.
- Admission: ask guests to reserve a spot for free events, or sell tickets on Facebook or link to your ticket site.
- Co-hosts: add performers, promoters, partners' Pages or venues. The event then shows on their calendars, but every co-host can edit it.
Meta's advice on the ad image is the same as the cover: use an engaging picture of the event rather than a flyer covered in text.
Reading your event ad results
You'll find metrics in Ads Manager and in Ads Reporting. The ones Meta lists for event ads include Reach, Impressions, Link clicks, Amount spent and, for events sold through the Facebook event page, On-Facebook purchases.
Expect a gap between the event responses your ad reports and the Going or Interested count on the event. Meta explains that the event total is usually higher because of organic reach: Page followers find it on their own and attendees share it with friends. So don't judge the ad by the event page number.
Event promotions often lean on video, and our guide to Facebook video ads covers upload limits and safe zones.
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My verdict
Decide the objective by the type of event first. If it's in person and ticketed, use Sales so Meta optimises for buyers, not maybes. If it's online or free, Engagement is your only choice, so make the event page itself do the selling. For a small Page, our honest look at whether Facebook boosting works for small Pages helps you set expectations before you spend.
I keep every related walkthrough in the Facebook Help: 80 Guides to Pages, Groups, Ads, Stories and Fixes.
Frequently asked questions
Can I use the Sales objective for an online event?
No. Meta says only in-person events with tickets can use the Traffic or Sales objectives. Online events use Engagement, which optimises for event responses.
Why can't I see Boost an event on my Page?
Meta says to check that you created the event from your Facebook Page rather than your personal profile.
What image size should I use for a Facebook event?
Meta recommends images of 1920 x 1080 pixels (16:9) or larger, with little to no text.
Why does my event show more Interested people than my ad reported?
Organic reach. People who follow your Page or see the event shared by friends can respond without ever seeing your ad, so the event total is usually higher.
Where do event ads boosted from a Page appear?
An event ad boosted from your Facebook Page runs in Facebook Feed. Ads Manager gives more placements for the Traffic and Sales objectives.
