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Meta Ad Set: Audience & Delivery

Choose where enquiries arrive, who sees the offer, when it runs and which placements it uses.

In the CRM: Social Media → Meta Ads → Campaigns → Create → Ad set

Match the audience to the offer

An ad set organizes the people and delivery choices for part of your campaign. Its ads share that setup. Use a clear name when you have several ad sets, such as “Los Angeles homeowners” or “Returning website visitors”.

Open the Ad set step or select the intended ad set in the campaign structure. The conversion choices follow the campaign objective, so complete the location and performance goal before building the creative.

Choose where customers respond

  1. In Conversion, choose the response destination offered for this campaign: for example, a website, instant form, messaging app or phone call.
  2. Choose the business identity, Page, app or measurement destination requested by that setup.
  3. Review the Performance goal. This tells the advertising platform which result to work toward.
  4. For messaging, choose the intended connected conversation channel. For calls, use the business number that reaches the correct staff, buyer route or configured AI agent.
  5. Continue into the budget, schedule and audience controls.

Set the budget and local schedule

When Ad set budget was selected in the Campaign step, enter the amount and choose the offered daily or lifetime budget mode here. With Campaign budget, the ad set uses the campaign’s shared amount.

Enter amounts in the account’s currency. Choose the start date and time, then Ongoing or Set an end date. Read the time-zone label above the fields; a Los Angeles account uses its Los Angeles schedule.

Match the schedule to the response you can handle. A staffed calling offer should fit the team’s availability. An AI booking or SMS conversation should use an agent already configured with the correct service details and appointment process.

The native budget and schedule controls. The amount shown is an example, not a recommended advertising budget. Select the image to enlarge it.

Choose the people and places you want to reach

  1. In Audience, search for the service locations and choose the matching country, state or region, city, postal code or other offered location type.
  2. Review Included areas and Excluded areas so the offer matches the places the business serves.
  3. Set languages and the age or other audience controls relevant to the offer.
  4. Use an existing custom or lookalike audience when appropriate, or search the available detailed targeting choices. Review Include and Exclude separately.
  5. Use Save audience when you want to reuse the setup. A potential-audience estimate helps you understand the selected audience; it is an estimate of reach, rather than booked business.

Choose where the ads appear

Advantage+ placements lets Meta choose eligible placements. Manual placements lets you choose the offered devices, platforms and individual placements. All ads in this ad set use these choices.

For a consultation offer, check that your text and imagery remain clear in the intended Feed, Stories or Reels preview. Use the device and operating-system controls when they are relevant to the customer journey.

Placements belongs to the ad set. Preview the creative for the selected placements in the Ad step. Select the image to enlarge it.

Finish the delivery details

Open Advanced ad-set settings for the delivery choices and advertiser declarations shown for this setup. Complete the beneficiary, payer or regional declarations requested for the offer.

Review each ad set separately when the campaign has more than one. A local-service campaign and a buyer-delivery campaign may need different service areas, schedules and response destinations even when the ad wording is similar.