How to Create a Facebook Call Ad in Ads Manager

Someone sees your ad, taps it or its Call now button, and their phone opens the keypad with your number already in it. From there they can place the call or exit the screen. Meta lists call ads under lead ads with calling, alongside call add-ons and the website and calls option. You can run them with five objectives, and the number can be a mobile, a landline or a 1-800 toll-free line.

Which objective should you choose?

Objective	What a call ad optimises for
Leads	60-second calls
Sales	60-second calls
Traffic	60-second calls
Engagement	60-second calls
Awareness	The performance goal you select

Meta defines a 60-second call as a phone call placed that connected to a person or automated system for at least 60 seconds.

How do you create a call ad with Leads or Sales?

1. Go to Ads Manager, click + Create, select Leads or Sales and click Continue.
2. Close the Advantage+ campaign setup notice with OK or Don’t show again.
3. In the Conversion section at the ad set level, select Calls as the conversion location.
4. In Budget & schedule, click Show more settings, check Set a schedule for ads, and drag to choose hours.
5. In Ad setup, select Single image or video or Carousel (look under More options if hidden).
6. Complete the ad creative.
7. In Destination, enter your phone number and change the country code if needed.
8. Optionally check Receive callback requests via Messenger.
9. Optionally set up CRM, website or app events in Tracking, then click Publish.

With Traffic or Engagement, Meta’s steps are the same apart from the Advantage+ notice. With Awareness, you skip the conversion location and instead select Call in the Destination section before entering your number.

Why schedule call ads for business hours?

So someone answers. Meta recommends running call ads only during your business hours, and reports that in an experiment from 8 to 14 September 2025, call ads scheduled that way delivered 25.4% more call conversions than call ads that weren’t. Meta notes this indicates possible performance and isn’t a guarantee.

Where do call ads appear?

Meta’s two articles disagree on Facebook Stories. About lead ads with calling says call ads can be delivered only on mobile devices, in Facebook Feed, Facebook Marketplace, Facebook Reels, Instagram Feed and Instagram Stories. Supported objectives and placement options for call ads and call add-ons gives the same mobile-only list with Facebook Stories added. You can pick Advantage+ placements or choose Facebook and Instagram placements yourself.

How do you see how many calls you got?

Open Call insights in Meta Business Suite. Metrics include calls placed, 20-second calls, 60-second calls and callback requests submitted. Meta says these are partly derived through modelling. They aren’t available for campaigns created before 20 June 2025 outside the US, Australia, Brazil, Canada, Mexico and Israel.

FAQ

What happens if I miss a call?

Turn on callback requests. With the Receive callback requests via Messenger option, people can ask you to call back if you didn’t pick up. Meta says this needs Messenger, and you can switch it on or off during ad creation and while the ad is running.

What’s the difference between a call ad and a call add-on?

A call ad optimises for phone calls only and opens the keypad. A call add-on sends people to your website in the in-app browser, with a Call now button at the bottom, and optimises for website conversion events only. Website and calls optimises for both at once.

Can I use a landline number?

Yes. Meta says you can use both mobile and landline numbers, including 1-800 toll-free numbers, as the destination for a call ad. Make sure someone can answer that line during the hours you schedule the ad to run.