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The Complete Facebook Ad Set Guide to Boost Your Q4 Sales

Updated: Sep 6, 2022

Creating your first Facebook ad set can be a daunting task, but it’s crucial for your business marketing efforts. Essentially, an ad set is a collection of advertisements that use the same parameters for how, when, and where they run. However, you can’t forget about Facebook ad campaigns or the ads themselves. These three are all crucial parts of a powerful social media advertising strategy for any eCommerce business.

In this post, we will explain a bit more about an ad set and help to differentiate between Facebook ad sets, Facebook campaigns, and Facebook ads.


If you want to conduct any sort of Facebook advertisement, you must understand the distinctions between a Facebook ad campaign, an ad set, and an individual Facebook ad.

Within the Facebook Ads Manager, you will find three distinct levels of ads that form almost like a tree to organize your Facebook advertising activities. A successful Facebook advertising strategy and campaign structure will include all three of these parts: a campaign, an ad set, and an ad.

If you’re still trying to figure out how to even get started with Facebook ads, we recommend this Simple 6 Step Guide to Create a Facebook Ad Account With Ease


A Facebook ad campaign is your why. This step is where you put forth the intention behind the Facebook ad and define your goals. When it comes to running a Facebook ad campaign, there are a few things you’ll need to keep in mind. The first step is to determine your Facebook ad objective:

  • Brand awareness

  • Reach

  • Traffic

  • App installs

  • Engagement

  • Video views

  • Lead generation

  • Messages

  • Catalog Sales

  • Store visits

Along with determining your campaign objective, you will also need to declare if your ad will fall into any of the special categories of Credit, Employment, Housing, or Social Issues.

You’ll also have to decide whether or not you want to enable A/B testing or Facebook CBO (Campaign Budget Optimization) for your campaign. From there, you move on to the ad set.


The next step is to build your ad set. The Facebook ad set is where you will group your audiences into categories. We always recommend that you test your ads with several different audiences to determine which will have the highest conversion rate.

When creating your ad set, you will first build your audience. This is where you will need to consider your target audience’s location, age range, and interests. Based on these criteria, you can develop a variety of ad sets.

You will also be determining your schedule and budget for the ad campaign.

This is also where you can experiment with different ad placements (desktop versus mobile). It’s essential to decide whether you want to run your advertisements on Facebook, Instagram, or both platforms!

How to Create Ad Sets?

Ad sets are the building blocks of all advertising campaigns.

This is where you determine the perimeters for your ad. While every part of the campaign is important, even if you have the most remarkable ad design, you won’t see any conversions if you don’t build the proper ad set.

Follow the simple steps below to create your first Facebook ad set.

Step 1: Name your ad set

You can use your campaign objectives to help with this part.

Step 2: Set Your Ad Set Budget

This is where you’ll set your daily budget and how long you want your ad to run. The great thing about Facebook advertising is that you can set a budget as low as $1 a day (but we don’t really recommend it unless you’re testing)

Step 3: Define Your Audience

Specify how you want Facebook to choose the people who will see your ads in this section. Choose audience attributes such as location, gender, age, and other detailed targeting areas.

Step 4: Select Your Ad Placements

This step is where you decide your ad placement or where you want your ad to be seen. These can be either determined manually or automatically by Facebook.

Step 5: Select the event that you want to optimize your ad for

This is usually already determined per your ad objective.

Step 6: Set Cost Control

After you’ve built your optimal ad set, you get to move into the fun part, the creative!


A Facebook ad is what we refer to as the creative aspect of the campaign. This is what your audience will see when they are shown your ad.

For starters, you’ll need to set your advertising identity. This is your Facebook business page and Instagram account that you are setting up the ads for. Both of which should already be linked to your Facebook ads account under settings.

After that, you’ll have to choose the ad format – a carousel, a single image, or a video.

Your creative is inherently vital as it is the visual that will invite viewers to stop scrolling and see what you’re talking about.

After you’ve uploaded your media, it’s time to add some text and links to your page. It’s the area that most Facebook advertisers refer to as “Facebook ad copy” on their pages. Here’s a short rundown of the information you’ll need to provide:

  • Headline

  • Primary Text

  • Call-to-action

Finally, you’ll be able to choose from a variety of languages and tracking options. For example, languages allow you to run Facebook advertisements in several languages simultaneously and customize what people see based on the language you are displaying them in.

The tracking option is associated with your Facebook pixel, which you should already have in place.

For more about optimizing your Facebook ads, be sure to read our essential 7 Facebook Ad Optimization Tricks for an Unbeatable Q4

Once you have set those final aspects, you will be ready to publish and run your ad!


Having a plan is essential when it comes to Facebook ads.

When you organize your Facebook ads strategy and understand the distinctions between campaigns, ad sets, and ads, you’ll be able to exert greater control over the chaos and have a better knowledge of your overall ad performance.

Did you know that it is possible to have up to ten or more ads running simultaneously while you are testing the variables of your advertising?

As we’ve mentioned before, it takes a significant amount of time and money to devote to your marketing approach, but it’s worth it!


What is an ad set? The ad set is where you will select your ad distribution method including budget, timeline, target audience, and placement options. This step comes after you first set up your Facebook ad campaign.

What is a campaign ad set and ad? When generating a Facebook ad, the first step is to create a campaign. This is the most crucial stage in the overall structure as you are defining your ad objectives. The Facebook ad is where you will construct the content for the ad, which will include the copy, headlines, and images for the advertisement.

How do I create an ad set? In simple terms, to create an ad set, you need to build your target audience, define your budget and timeline, and determine where you want your ad to be seen. What is the difference between a campaign and an ad set? A Facebook campaign is where you initially define your ad objective. Then ad sets are the collections of ads that use the same rules for how, when, and where they run. These are both crucial for a successful advertising strategy.

How many ads are in ad sets? Using a standard Ads Manager account, you may create and manage a limited number of ads, ad sets, and campaigns per ad account, according to the terms of your subscription. Each ad set can include up to 50 ads.

What’s the difference between Facebook campaigns, ad sets, and ads? A Facebook campaign is your ad objective. Ad sets are the collections of ads that use the same rules for how, when, and where they run. Then the Facebook ads are the basic creative aspects of your ad, including images, copy, and links. All parts are essential for a successful ad strategy.

What is an ad set error? When you create or run an ad from a set, you may see an error notice in Ads Manager stating that there are not enough items in the set or that there are no items in the set. If your ad is in collection format, remember that your collection must always have at least four items. You must have at least two ads in a carousel format for your ad to be considered valid.


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