How to Run Facebook Messenger Ads: Step-by-Step for First-Time Advertisers

Running Facebook Messenger ads doesn't have to be complicated. In this article, I'll show you three key steps that will make your first ad campaign smooth and successful. If you’re looking for a way to connect with your audience instantly, keep reading—this guide is made for you. Learn exactly how to run Facebook Messenger ads the smart way.

Choose the Right Campaign Objective

When you're setting up Messenger ads, the first thing you must do is pick the right campaign objective in Facebook Ads Manager. You can't skip this. If your goal is to get users to send a message, choose "Messages" as the objective. This tells Facebook you want your ad to start conversations in Messenger.

If you choose "Traffic" or "Conversions", Facebook might send people to your site or landing page instead. That’s not what you want here. For Messenger ads, you want engagement. So stick with "Messages" if you're aiming for replies or chats.

Here’s how to select it:

1. Open Facebook Ads Manager.

2. Click “+ Create” and select “Messages.”

3. Choose the sub-objective: “Click to Messenger” or “Sponsored Messages.”

Most first-timers should use Click to Messenger. This shows your ad in the regular Facebook feed, and when someone clicks, a Messenger window opens.

Now you’re already ahead of most people trying to figure out how to run Facebook Messenger ads.

Set Up Your Target Audience Correctly

The biggest mistake I see? People trying to reach everyone. Facebook gives you laser-focused targeting tools—use them.

For first-timers:

• Start with Custom Audiences if you have a list of customers.

• Try Lookalike Audiences to reach people similar to your best clients.

• Use Interest Targeting to filter by what people like, watch, or follow.

Let’s say you’re selling dog treats. You can target:

• Dog lovers

• Pet owners

• Followers of big dog-related pages

But here’s a pro tip: layer your targeting. Combine age, location, and interests. You can even exclude people who already bought from you.

Another important part: Device targeting. Messenger ads work best on mobile, so focus your placements on mobile devices only.

Want to go even deeper? Use retargeting. That means showing ads to people who visited your site but didn’t buy. Facebook Pixel helps track that.

If you’re serious about learning how to run Facebook Messenger ads, your audience setup can make or break your success.

Craft a Message Experience That Converts

What happens after they click? That’s the dealbreaker.

You can choose between:

• Default welcome message

• Custom conversation flow

The first one is fine, but basic. If you want results, go custom.

Write a welcome message that feels human. Like this:

“Hey! 👋 Thanks for checking us out. Got a quick question for you… What’s your biggest challenge with finding healthy snacks for your pup?”

This invites a reply. And a reply = engagement. That boosts your ad’s performance in Facebook’s eyes.

Want to automate this? Connect your Messenger to a chatbot tool like:

• ManyChat

• Chatfuel

• SendPulse

You can:

• Ask questions

• Show product carousels

• Collect emails

• Even offer discounts

Don’t forget to test. A/B test your messages and flows. Sometimes a simple wording change can double your replies.

Now you’re not just learning how to run Facebook Messenger ads—you’re setting up a system that scales.

You’ve just seen how to run Facebook Messenger ads in a way that gets results. First, choose the right campaign objective. Then, set up your audience with precision. Finally, craft a message that makes people want to talk. These three steps give you a solid foundation to start strong. Stay tuned for more guides like this from KTM Ads Agency that make digital ads easy to understand and fun to use.

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