How to Create a Click-to-Messenger Ad in Ads Manager

A click-to-Messenger ad swaps the usual website link for a chat. The person taps, Messenger opens on a conversation with your Page, and your welcome message is already waiting. Along the way you pick an objective, which Meta describes in terms of who it delivers the ad to, and a message template, which sets what people see in Messenger after they click.

Which objective should you choose?

Meta supports four objectives for ads that click to Messenger and describes each one this way:

Objective	What Meta says it does
Traffic	Sends people to a Messenger conversation
Engagement	Delivers ads to people more likely to respond to your business in Messenger
Leads	Collects leads for your business in Messenger
Sales	Delivers ads to people more likely to purchase in Messenger, or suits you if you track events with a Meta Pixel

How do you create the ad in Ads Manager?

1. Go to Ads Manager, click Create and choose Traffic, Engagement or Sales, then click Continue.
2. Name the campaign and click Next.
3. Select Message destinations as the conversion location.
4. Under Performance goal, choose your conversion event; hover over each one to read what it does.
5. Set budget, schedule, audience and placements, then click Next.
6. Select your ad format and complete the ad setup.
7. Under Message template, choose Create new or Use existing.
8. Click + Create to build the flow, then click Save and finish.
9. Finish editing the ad and click Publish.

For the Leads objective, the conversion location is either Messenger, or Instant forms and Messenger, instead of Message destinations.

Which templates can you use in Messenger?

When you create a new template, Meta says you may be able to choose:

• Start conversations: prompts people can tap inside the Messenger conversation.
• Automated chat: a question-and-answer flow that collects information from interested people.
• Customized experience: available in advanced setup, to tailor what people see in Messenger after they click.

Can people call you from the ad?

Yes, with the Start conversations template, on Pages where it is available. With the Traffic, Engagement or Sales objective, turn on the toggle “Invite people to call you on Messenger” and customise the call invitation. People can then call you from Messenger without sharing their phone number, and switch to a video call. If your performance goal is Maximize number of calls, the toggle is already on. If your Page has not enabled Messenger calling, Meta turns it on when you publish and notifies Page admins.

How do you create one from your Facebook Page?

1. Choose an existing Page post and click Boost post.
2. Under the goal, click Change, select Get more messages and click Save.
3. Under Button, pick a button label and edit your welcome message.
4. Choose an audience, then set duration, budget and payment method.
5. Click Boost post now.

FAQ

How do I make it clear the ad opens a chat?

Meta’s best practices suggest saying so in the creative, with wording such as “message us to learn more about our promotions”, and using a call-to-action button that says Send message or Chat now. Meta also suggests greeting people in a way that shows you are available and ready to engage.

Can I message people who have never contacted my Page?

No. Meta says a customer must interact with your business first, for example by commenting on your Page’s post, clicking an ad that opens Messenger, or opting in to receive your messages, before you can start communicating with them in Messenger.

How long should a click-to-Messenger campaign run?

Meta recommends letting click-to-message campaigns run for 7 or more days to reach stable results and to account for weekly fluctuations. It also suggests tracking performance in Ads Manager and adjusting your welcome message and quick replies to get more conversations started.