How to Build a Meta Ad From Scratch

Creating a Facebook ad inside Meta Ads Manager is more than uploading an image and clicking publish. You need to define identity, format, destination, creative and tracking, and each decision shapes how your campaign performs. Here you'll learn how to build an ad from scratch and which formats work best at each stage of the funnel.

What do you set up before designing the creative?

Before touching visuals, you configure the structural layer of the ad. At the campaign level you keep what you already defined, and you go straight into the ad to walk through every option Meta gives you.

The first decision is the identity: the Facebook Page and Instagram account the ad will run from. In our example, we select Platzi on both platforms so the ad shows under that brand.

Then you choose between creating an ad from scratch or using an existing post from your Meta assets. If you build from scratch, you can upload manually or use catalog ads. We go with manual upload because catalogs require a previous setup [01:30].

Which ad format should you pick in Meta?

Meta offers single image or video, carousel, flexible and collection. The recommendation is direct:

• Use single image or video when you want clarity on which creative is performing.
• Use carousel when you want to show multiple cards with different texts and links.
• Avoid flexible format for now, since it doesn't give you enough information to identify your best ad.
• Skip collection until you know how to build a catalog.

There's also the multi advertiser ads option, which lets Meta show your ad next to competitors. It sounds risky, but it works because you reach users with high purchase intent who are actively comparing options [02:30].

How do you define the destination and creative of your ad?

The destination is where users land after clicking. You can send them to a website like Platzi.com with no add ons, or layer in browser complements such as call, Messenger, WhatsApp or instant form to capture contact data without leaving Meta.

What is a browser complement in Meta ads? It's an extra button that appears below your ad linking to a call, Messenger chat, WhatsApp or a lead form, while the main click still goes to your site.

The content section is the most relevant part because it defines what the user actually sees. You select your media and ideally upload it in three resolutions:

• Square at 1:1 ratio.
• Vertical at 9:16 ratio.
• Horizontal at 16:9 or 1.91x1 ratio.

Filling each format ensures your ad displays correctly across every placement Meta offers, from feed to reels to stories [04:30].

How do you write the texts of a Meta ad?

Once the visual is ready, you move to the text fields on the left panel while the preview updates on the right. The primary text is your caption, the copy users read above or below the creative. You can add up to five variations, but stick to a maximum of three so Meta doesn't overcomplicate combinations and you can read results clearly.

Then comes the headline, a short line like "Learn today" that complements the call to action button. The description expands the message, and if you leave it empty Meta pulls it automatically from your link.

Finally, the call to action button should match what happens after the click. If the goal is purchase, use "Shop now" instead of a soft option like "Learn more".

How many text variations should I add to a Meta ad? Up to three primary texts, three headlines and three descriptions. More than that makes it hard to identify which combination drives results.

Meta also pushes AI suggestions for images and copy throughout the flow. Use your criteria: if a suggestion fits your message, activate it; if it feels generic, skip it without worry [06:30].

How does the carousel format change the setup?

When you switch from single image to secuencia or carousel, you can add between 2 and 10 cards. The smart move is to upload all your assets first and then assign them to cards, instead of building card by card.

Each card carries its own title, description and URL, just like an individual ad. If you want the same title across every card, you activate the option "apply to all cards" and Meta replicates it automatically. The destination URL stays consistent across the whole carousel [08:30].

Which formats work best at each stage of the funnel?

Not every format fits every audience. Match the creative to the awareness level of your user:

• Cold stage: people don't know you. Use highly attractive static images that stop the scroll, or short videos.
• Middle of the funnel: people know you but not your offer. Use longer videos and carousels to explain value.
• Bottom of the funnel: people are ready to act. Use images that mention the action directly, like a discount, an expiring promotion or a clear invitation to buy.

Mixing formats is also a placement strategy. Videos populate reels and stories, while static images appear in Messenger, the right column and the feed. A complete format mix lets your ads travel further across Meta's ecosystem [10:30].

Why is tracking the final piece you can't skip?

At the bottom of the ad creation flow there's a tracking section. You need website events active and your pixel assigned, otherwise Meta won't measure what happens after someone clicks or views your ad. Without that signal, optimization and reporting lose accuracy.

Which format are you planning to test first in your next campaign? Drop your idea in the comments.