Create ads that click to Messenger in Ads Manager

Certain messaging-related metrics, ad campaigns and organic messaging features for businesses and ads delivered to and from Europe and Japan will be unavailable.

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.

Ads that click to Messenger work with these objectives: traffic, engagement, leads and sales.

During ad creation, you'll create both the ad and the welcome experience that people will see after they click on your ad.

If you want to use an existing post from your business Page to create an ad that clicks to Messenger, you can create the ad directly from your Page.

Choose your objective:

• The traffic objective is designed to send people to a Messenger conversation.
• The engagement objective delivers ads to people who are more likely to respond to your business in Messenger (recommended).
• The leads objective is designed to collect leads for your business or brand in Messenger.
• The sales objective should be used if you want to deliver ads to people who are more likely to purchase in Messenger, or if you're tracking events with a Meta pixel.

1. Go to Ads Manager and click Create.
2. Choose the traffic, engagement or sales objective and click Continue.
3. Name your campaign and click Next.
4. Select your conversion location.
   1. For the traffic or sales objectives, choose Messenger.
   2. For the engagement objective, choose Messaging apps. Under Ad type, select Click to message.
5. Under Optimisations for ad delivery, choose your conversion event. You can hover over each event to learn more about them.
6. Choose your Audience, Placements and Cost controls, then click Continue.
7. Select your ad format and complete your ad setup.
8. Under Message template, choose to either Create new or Use existing template.
9. When creating a new template, you can choose:
   1. Start conversations will allow people to select prompts to tap within a Messenger conversation.
   2. Automated chat allows you to collect information in Messenger from people interested in your business using a question and answer flow.
   3. Customised experience. In advanced setup you can customise the experience that people see in Messenger after they click on your ad.
10. Click + Create to create your flow. Click Save and finish when you've finished.
11. Finish editing your ad, then click Publish.

1. Go to Ads Manager and click Create.
2. Choose the leads objective and click Continue.
3. Under conversion location, click Messenger or instant forms and Messenger.
4. Under Optimisations for ad delivery, choose your conversion event. You can hover over each event to learn more about them.
5. Choose your Audience, Placements and Spending controls, and click Continue.
6. Under Message template, choose to create a new template or use an existing template.
7. Finish editing your ad, then click Publish.

Once approved, your ad will start appearing in your selected placements. When people click on the ad, it will open in Messenger and your welcome message will appear.

• Best practices for ads that click to message
• About insights for the Messages objective