Building a Meta ad from scratch sounds technical, but once you understand the structure of the Ads Manager, the process becomes a creative checklist. This walkthrough shows you how to create a Meta ad, what each field means, and which formats work best at every stage of your funnel, so your campaigns reach the right people with the right message.

What is the structure of a Meta ad in Ads Manager?

Every ad lives inside a campaign and an ad set, but the magic happens at the ad level. That is where you decide who you are, what you show, and where you send people.

The first step is naming your ad. Keep it simple for now; a proper naming convention deserves its own moment. Then move on to the identity, which is the page and account your ad will be published from. In this case, the example uses Platzi as the Facebook page and Platzi as the Instagram account [01:05].

What is ad identity in Meta? It is the Facebook page and Instagram account your ad will be served from. It defines who the user sees as the sender of the message.

From there, you have two paths: build the ad from scratch or pull an existing post from your Meta assets. Building from scratch gives you full control over creative and copy.

Which ad format should I choose on Meta?

Meta offers several formats, but not all of them are useful when you are starting out. The recommendation is to stick with single image or video or carousel, also called secuencia [02:10].

• Flexible format: avoid it at the beginning, since it does not give you clear data on which creative is performing best.
• Collection format: leave it for later, once you know how to build a catalog.
• Single image or video: perfect for testing one clear message.
• Carousel: ideal when you want to show multiple cards with different copy.

Inside the single image or video format, you will see the multi advertiser ads option. It allows your ad to appear next to competitors, which sounds risky but actually helps you reach users with high purchase intent who are already comparing options.

How do I set the destination and creative of my ad?

The destination is where users land after clicking. You can send them to a website like Platzi.com, and optionally add browser add ons such as a call button, Messenger, WhatsApp, or an instant form to capture contact data [03:25].

The content section is the heart of the ad. Here you upload the visual asset, ideally in three resolutions:

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

Filling all three slots ensures your ad looks good in every placement Meta offers, from feed to reels to stories.

Why upload three image resolutions on Meta? Because each placement has its own aspect ratio. Uploading square, vertical, and horizontal versions prevents awkward cropping and improves performance.

During upload, Meta will suggest AI generated variations of your image and copy. Use your own criteria: if a suggestion fits your brand, keep it; if it feels generic, skip it.

What goes into the copy of a Meta ad?

The copy section has four key fields, each with a specific role:

• Primary text: the copy out that works as the caption. You can add up to five variations, but three is a healthier limit so you can actually read the data.
• Headline: a short line like "Aprende hoy" that complements the call to action button.
• Description: extra context below the headline. If you leave it blank, Meta pulls it automatically from the link.
• Call to action: pick the button that matches what happens after the click. If the goal is purchase, use comprar; do not soften it.

At the bottom of the section you will find tracking. Make sure website events and your assigned pixel are active, otherwise you will not be able to measure what happens after the click [07:40].

How does the carousel format work on Meta?

The carousel, or secuencia, lets you show between two and ten cards in a single ad, each with its own image, headline, description, and URL. To use it, switch the format to carousel and upload all your creatives at once before assigning them to cards [08:30].

If you want the same headline across every card, use the aplicar a todas las tarjetas option. This saves time when you have many cards and want a consistent message.

Which ad formats work best at each funnel stage?

Matching format to funnel stage is what separates a noisy ad account from a profitable one.

• Top of funnel (cold audiences): use eye catching images that stop the scroll, or short videos. People do not know you yet, so the priority is attention.
• Middle of funnel (warm audiences): longer videos and carousels work better, because users already recognize you and want to understand your offer.
• Bottom of funnel (conversion): lean on images that name the action. A discount, an expiring promotion, a direct invitation to buy.

Mixing formats also unlocks every Meta placement. Videos shine in reels and stories, while static images dominate Messenger, the right column, and the feed. A complete format mix is what takes your ads further.

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