The original 11 ad objectives in Meta Ads Manager have been simplified into 6 to better align with your business goals. All the same functionality is available through additional settings. Starting from January 2024, you can no longer create, duplicate or import campaigns, ad sets and ads previously created with the original objectives. As soon as you transition from original to simplified objectives, make sure that you pause the campaigns, ad sets and ads that use original objectives to avoid running identical campaigns in parallel. Learn more about this update to the ad objectives.

Property ads are a type of Meta Advantage+ catalogue ad (previously known as dynamic ads) that are optimised for property inventory. Like all Advantage+ catalogue ads, property ads use a Meta pixel or SDK to show ads to people who've already shown interest in your business by taking actions that you care about on your site. However, property ads use different types of information to generate property recommendations, such as property location and property similarity.

• Unique targeting options specific to property advertisers
• Create an audience of people who searched for similar listings

With property ads, the information we use to represent a "product" includes different elements such as the property address, the number of bedrooms and bathrooms, neighbourhood etc. Therefore, the information required in the catalogue and pixel is different than in a standard Advantage+ catalogue ad, and there are also different available creative templates. Read on for more information and setup instructions.

Note: If you are a developer, visit the Meta for Developers website for setup instructions.

In order to complete this type of ad, you'll need:

• A Facebook Page
• A Facebook ad account
• A Facebook catalogue
• A pixel installed on your website

We'll cover how to customise your catalogue and pixel for property ads and the best practices for setting up your property ad campaign in Meta Ads Manager, below.

Required fields

• The following fields are required for property ads: home_listing_id, name, image, address, neighbourhood, latitude, longitude, price, availability and URL.
• For a full list of required/optional fields in the catalogue, as well as formatting requirements, please have your developer refer to the API documents.

Ad formats

You can choose to create property ads in the carousel ad format or as the single image ad format. You can also use the same image size for every placement where your ad shows (such as Facebook Feed) as long as your images are at least 600 x 600 pixels.

Carousel

The recommended image ratio is 1:1. We recommend a resolution of at least 600 x 600 pixels to be eligible for Instagram placement. See more design recommendations for carousel.

Single image

The recommended image ratio is 1.91:1. We recommend a resolution of 1,200 x 628 pixels when using a single image to create your property ads. See more design recommendations for single image ads.

• Advertisers should have a minimum of 100 property listings in the catalogue.
• Custom labels are not currently supported in the catalogue.
• If you don't have "neighbourhood" as a parameter in your feed, you should insert the city of the property instead.

If you've never set up or installed a pixel before, learn the basics.

Required fields:

• The two required pixel parameters are content_type and content_ids.
• For a full list of required/optional parameters for pixel, please ask your developer to refer to the API documents.

Property ads look identical to other single image or carousel ads that are available on Facebook, Instagram and Meta Audience Network. However, instead of individually creating an ad for each of your products, you create an ad template that automatically uses images and details from your product feed.

You can create an ad template for your property ad from Ads Manager.

1. Go to Ads Manager.
2. Select Sales as your objective.
3. Create a home listings catalogue.

4. Implement your pixel.

   Note: For more details about the required event types and pixel parameters for property ads, please have your developer refer to our API documents.

Best practices for property ads

• Website traffic volume

  Property ads will scale up delivery and reach based on site traffic. While there isn't an explicit traffic minimum, the solution is designed for high-traffic sites. Therefore, we recommend property ads for listing sites, brokerage sites and sites with at least 100 property listings, given that there will probably be more traffic for these types of property sites.

• Ad format

  We recommend using the carousel ad format as the carousel ad tends to perform better than single image ads.

• Template tags

  A template tag is dynamic text that can be inserted into your ad template. The following template tags are available for property ads:

  

• Lead generation
• Video ads
• Advertising from Instagram