A Facebook ad account (now called a Meta ad account) is the account you use to publish, manage, pay for and measure ads on Facebook, Instagram and Meta's other apps. You don't need to create your first one: Meta gives every Facebook account an ad account and an ad account ID by default, and you reach it by opening Meta Ads Manager.
The first limit to know is the account cap. Meta says every advertiser is limited to one ad account ID until they make a confirmed payment, and only after that first payment may it allow more. So if Ads Manager won't create a second account before you've paid for any ads, check that rule before you look for a fault.
How to set up your first ad account
- Create a Facebook account if you don't have one. Your ad account comes with it.
- Open Meta Ads Manager. If you only have one ad account, it's selected for you.
- Make sure you have a Facebook Page, or an admin, editor or advertiser role on someone else's Page.
- Add a valid payment method in Billing & payments, then Add payment method.
- Create your first campaign.
If you manage ads for several clients or projects, Meta suggests creating a business portfolio in Meta Business Suite, which lets you create one or several ad accounts in one place. Meta also notes that you can boost a post from an Instagram professional account for the first time without a Facebook account, but you'll miss some ad account features.
How to find your ad account ID
Your ad account ID is the number you'll be asked for when someone adds your account to their business portfolio. Meta gives two places to find it:
- In Ads Manager, the account name and ID number sit in the dropdown menu at the top of the page.
- In your browser's address bar, look for act= in the Ads Manager URL. That number is your ID.
Ad account limits
| Limit | What Meta says |
|---|---|
| New advertisers | One ad account until a confirmed payment is made |
| Accounts one person can manage | Up to 25 |
| People on one ad account | Up to 25 |
| Closed accounts | Still count toward your ad account limit |
| Accounts unused for 60 days | Accounts disabled for 60 days without use or spend also count toward the limit |
| One card across accounts | Typically up to 10 ad accounts can add the same payment method |
Meta says it adjusts your ad account limit over time based on your spending history and how you use your existing accounts. You can see your current Ad account creation limit in Business info in Meta Business Suite.
Ad account roles
| Role | What they can do |
|---|---|
| Admin | Create, edit and view ads, see reports, edit payment methods and manage permissions |
| Advertiser | See and edit ads and set up ads with the account's payment method |
| Analyst | View ads and access reports |
For an ad account outside a business portfolio, you add people from Ad account settings in Ads Manager, and Meta says you can only add people you're Facebook friends with. Accounts inside a business portfolio are shared by assigning business assets instead.
Can you delete a Facebook ad account?
Not in the sense of making it vanish. What Meta offers is deactivation (sometimes shown as closing), and a closed account stays in your business portfolio and keeps counting toward your limit. To deactivate one:
- On a desktop computer, go to Ad account settings in Ads Manager. You may need to re-enter your password.
- Scroll to Business payments. If you can't see it, you probably don't have full access.
- Click Deactivate ad account, add a reason if you want, and confirm.
Any outstanding balance is charged to your default payment method first, and the account stays pending until that payment goes through. Meta says that if more than 2 business days pass after paying and you still can't deactivate, contact support in Meta Business Support Home.
For billing records, our guide to downloading ad receipts explains where to find a charge and how to get invoices.
Closed, deactivated or disabled: they aren't the same
| Status | Who did it | How to get it back |
|---|---|---|
| Closed or deactivated | You, or Meta automatically for security | Click Reactivate account in the Ads Manager banner and re-add a payment method. Old campaigns come back paused |
| Disabled | Meta, for not following its Advertising Standards or other policies | Follow the steps in Business Support Home and request a review |
| Disabled for a failed payment | Meta, when your payment method fails | Pay the balance with Pay now or add funds in Billing & payments |
One account can't come back: Meta says an ad account closed because of a change of currency or time zone can't be reactivated, so you'd need a new account with the right settings. And if an account is disabled for a policy violation and stays ineligible for 6 months, Meta says it can't be reinstated after that, and unused prepaid funds may be forfeited where the law allows.
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If your account is restricted, our guide to Business Support Home and account quality shows how to check it and fix it.
My verdict
Start with three checks, because they match the blocks Meta's help pages describe: the one-account rule before your first payment, a payment method that fails, or a policy restriction. Check which banner Ads Manager is showing before you do anything else, because the fix is completely different for each. Once the account is working, set a sensible budget with our guide on how much to spend on Facebook ads each month, and if you're running several accounts, our ad account structure cheat sheet keeps them tidy.
If you want the full set, start at the Facebook Help: 80 Guides to Pages, Groups, Ads, Stories and Fixes.
Frequently asked questions
Do I need to create a Facebook ad account?
No, not for your first one. Meta gives every Facebook account an ad account and ad account ID by default. You need a Page role and a payment method before you can advertise.
Why can't I create another ad account?
Meta limits every advertiser to one ad account until a confirmed payment is made. Closed accounts and accounts disabled after 60 days without use also count toward your limit.
How do I find my Facebook ad account ID?
Open Meta Ads Manager and check the account dropdown at the top of the page, or look for act= in your browser's address bar. The number after act= is your ID.
What's the difference between a closed and a disabled ad account?
A closed account was closed by you or automatically by Meta for security, and you can reactivate it. A disabled account was restricted by Meta for policy reasons, and you have to request a review.
How many people can use one ad account?
Meta says an ad account can be assigned to up to 25 people, and one person can manage up to 25 ad accounts.
