How to Run Facebook Messenger Ads: Setting Up Your First Campaign the Right Way

Want to learn how to run Facebook Messenger ads the right way from the start? This article is for you. I’ll walk you through the basic setup—from choosing your goal to launching your first ad—without confusing jargon. Read this all the way through, and you’ll avoid the mistakes most beginners make.

Choose “Messages” as Your Campaign Objective

The first step when setting up a Messenger ad is selecting the right campaign objective in Facebook Ads Manager. This is not just a small detail—it tells Facebook what your ad is trying to do.

For Messenger ads, you want people to start a chat with your business. So pick:

• Messages

(Not “Traffic,” not “Conversions,” not “Engagement.”)

After choosing “Messages,” Facebook will ask how you want users to interact:

• Click to Messenger

• Sponsored Messages

If you’re new, always go with Click to Messenger. This shows your ad in the feed, and when someone taps it, a Messenger conversation opens. It’s great for lead gen, customer support, and quick sales.

This simple step sets the tone for your entire campaign. If you don’t choose it correctly, your Messenger ads won’t even run. That’s why this is the most important step in learning how to run Facebook Messenger ads effectively.

Build Your Ad Set: Budget, Schedule, and Targeting

Once your objective is in place, Facebook will guide you to the Ad Set level. Here’s where the real strategy begins.

Set a Budget That Fits

Start small. I always recommend:

• $5 to $10 per day for testing

• Use daily budget instead of lifetime to keep control

• Choose a 5- to 7-day window to measure early results

Pick the Right Schedule

• Run ads during your audience’s active hours

• Turn off ad delivery overnight if it’s irrelevant to your users

• Use Ad Scheduling (available when using a lifetime budget)

Target the Right Audience

At this point, focus on:

• Interests relevant to your niche

• Age, gender, and location filters

• Mobile-only placement (Messenger ads perform best on mobile)

Want bonus points? Exclude people who already converted by using a Custom Audience.

If you want to master how to run Facebook Messenger ads, your ad set strategy is where you win or lose.

Create the Ad: Copy, Creative, and Message Setup

Now it’s time to build the actual ad. Here’s how to do it right.

Pick a Clean, Eye-Catching Format

You can choose:

• Image

• Video

• Carousel

If you're just starting out, a high-quality image with a strong call-to-action works best.

Write Strong, Simple Ad Copy

Keep your headline short and to the point. Use your primary text to spark curiosity or solve a problem.

Example:

• “Tired of wasting time on back-and-forth emails? Chat with us instantly on Messenger.”

• Include a clear CTA like:

• “Send Message”

• “Get Help Now”

• “Ask a Question”

Set Up the Welcome Message

This is what appears once someone clicks your ad. Use a friendly, conversational tone and include a quick question to keep them replying.

“Hey there! 👋 Thanks for checking us out. Want help choosing the best plan for your business?”

When people respond, Facebook sees that as engagement—and lowers your ad cost.

Now you're not just learning how to run Facebook Messenger ads. You're building an experience that turns attention into results.

We just covered how to run Facebook Messenger ads the right way—from setting your goal to writing your first message. Start small, keep it simple, and always test. If this was helpful, stick around for more bite-sized ad strategies from KTM Ads Agency that work in the real world.

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