The Meta Ads Manager app lets you create and manage Facebook and Instagram ads from your phone, using the same campaign, ad set and ad structure as Ads Manager on a computer. You tap the plus button, create a campaign or duplicate an existing one, choose an objective, then set budget, schedule, audience, placements and creative before you publish. One limit to know first: you can't save ad drafts in the app.
If you've searched for the Facebook Ads Manager app, this is it under Meta's current name. It's built for advertisers who want the full campaign controls on the go, which makes it a different tool from the simpler ad flow inside the Meta Business Suite app.
Ads Manager app or Business Suite app?
Meta's own guidance splits the two by how much control you need:
| You want to | Use |
|---|---|
| Schedule organic posts, stories and reels | Meta Business Suite |
| Answer messages and comments in one Inbox | Meta Business Suite |
| Create a quick ad or schedule a boosted post | Meta Business Suite |
| Build campaigns with several ad sets and ads | Ads Manager |
| Use custom audience targeting and detailed analytics | Ads Manager |
| Run A/B tests or retargeting campaigns | Ads Manager |
| Create a Shops ad | Ads Manager |
If you're still working out the basics of campaigns, ad sets and ads, my ad account structure cheat sheet lays out how the levels fit together.
How to create an ad in the Meta Ads Manager app
Meta's steps, grouped by level:
Start the campaign
- Open the Ads Manager app and tap + at the top.
- Choose + Create campaign, or Duplicate existing to copy one you've already run.
- Pick your objective. Some objectives also ask you to choose a setup.
- Tap Campaign name to name it, and turn on a Special ad category if your ad needs one.
- Tap Budget and choose Daily or Lifetime, then tap Next.
Set up the ad set
- Name the ad set and, for some objectives, choose the conversion location.
- Tap Schedule for a start date and an optional end date. You can add ad set spend limits here.
- Tap Audience. Under Audience controls, include or exclude locations, and tap Show more for a minimum age and languages.
- Leave Advantage+ audience on, which is the default, and add suggestions for age, gender or detailed targeting, or switch to the original audience options.
- Leave Advantage+ placements on, also the default, or choose Manual placements. Then tap Next.
Build the ad and publish
- Name the ad and tap Identity to pick your Facebook Page and Instagram account.
- Tap Ad setup and choose Create ad with a format, or Use existing post.
- Tap Ad creative to design it and preview it.
- Tap Review to see the ad preview and your choices, and edit anything that's wrong.
- Tap Publish. The ad goes live after review.
The defaults worth checking before you tap Publish
On a small screen it's easy to accept whatever the app pre-selects. Two settings are switched on for you:
- Advantage+ audience is selected by default, which lets Meta's AI find the audience. Age, gender and detailed targeting added there are suggestions that guide Meta's AI; locations and minimum age sit in Audience controls. Switch to the original audience options if you want fixed targeting.
- Advantage+ placements is selected by default, so your ad can run across placements unless you choose Manual placements.
Neither is wrong, but if you meant to target a tight local audience or only Instagram, check both before you publish. And because the app can't save drafts, finish the ad in one go or build it on a computer.
How it compares with creating an ad in the Business Suite app
| Ads Manager app | Meta Business Suite app | |
|---|---|---|
| Where you start | The + button, then Create campaign or Duplicate existing | More, then Ads, then Advertise |
| Structure | Campaign, ad set and ad | A single streamlined ad flow |
| Objectives and goals | Full campaign objectives | Ad goals, plus boosting existing content |
| Final button | Publish | Promote Now |
| Drafts | Can't save drafts | Not covered by Meta's help page |
Meta says ads created in the Business Suite app are reviewed within 24 hours, and the placements on offer there are Facebook, Instagram, Messenger and Meta Audience Network.
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My verdict
The Ads Manager app is best as a remote control: duplicating a campaign that worked, adjusting a budget, checking results or pausing something that's overspending. For a brand-new campaign with careful targeting, I'd still build it on a computer, because one mis-tap on a default setting costs more than the convenience saves. If you only need a simple boost, the Business Suite app is quicker, and it's free like the rest of the suite, as I explain in is Meta Business Suite free. New to all of this? Start with my Facebook ads guide for business owners.
Frequently asked questions
Is there a Facebook Ads Manager app?
Yes, it's now called the Meta Ads Manager app. It lets you create and manage Facebook and Instagram ads on your mobile device.
Can I save a draft in the Meta Ads Manager app?
No. Meta says you can't save ad drafts in the Ads Manager app, so finish the ad in one session or build it on a computer.
Can I duplicate a campaign in the Ads Manager app?
Yes. Tap + at the top of the app and choose Duplicate existing instead of Create campaign.
Is Advantage+ audience on by default in the app?
Yes. Meta says Advantage+ audience is selected by default, and so is Advantage+ placements. You can switch to original audience options or manual placements.
Should I use the Ads Manager app or the Business Suite app?
Use Ads Manager for campaigns with several ad sets, custom audiences, A/B tests and retargeting. Use Business Suite for quick ads, boosts, posting and messages.
