Create a custom campaign
On this page
Build a new ad for a client on Meta (Facebook and Instagram feeds), Google Search, TikTok or LinkedIn, with your own image or video, text and destination.
Before you start
- The client needs an ad account on the network in Ads, and you need ad spending permission for the client.
- For Meta, the ad runs as the client's Facebook Page. If that Page isn't connected to the client's workspace, choose a Page the sign-in manages.
- For TikTok, the client's TikTok account must be linked to the TikTok ad account in TikTok for Business, or authorized in their Business Center. The ad runs as that account.
- For LinkedIn, the ad runs as the Company Page the LinkedIn ad account belongs to.
Open the feature
Click Ads, then Create campaign > Custom campaign.
Steps
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Setup: choose Meta, Google Search, TikTok or LinkedIn.
- Meta: the objective is Traffic (Leads and Sales come after it). Choose an image (optional when the ad runs on Facebook only, where your link's own preview shows), the primary text, headline, button and destination URL.
- Google Search: add the final URL and display path, at least 3 keywords (phrase or exact match), 3 to 15 headlines of up to 30 characters, and 2 to 4 descriptions of up to 90 characters.
- TikTok: choose the TikTok account, a video (MP4 or MOV), the ad text (up to 100 characters, no emoji), the button and the URL.
- LinkedIn: choose an image, the introductory text, headline, button and URL.
Images and videos open Add Media, as in the composer: upload from your computer, or choose from your Media Library, recently used, free images, Canva, Google Drive, Dropbox, OneDrive or a link.
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Audience: add locations. For Meta, TikTok and LinkedIn, set ages and gender; for Meta, also placements. For Google, choose languages.
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Budget: set the amount, days and start. Google Search and LinkedIn use daily budgets.
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Review: check the creative check, the amount and every setting, then click Launch campaign. If the campaign can spend more than 500 in the account's currency, type the amount to confirm.
To finish later, click Save draft on any step. Nothing is sent.
Expected result
The campaign is sent to the network and shows In review until approved. A draft stays in Campaigns as Draft until you launch or delete it.
Example
For a travel client you build a Google Search campaign for "weekend trips": the landing page, three keywords, three headlines and two descriptions, $30 a day for 30 days in the United States in English.
Limits and permissions
- Meta headlines are limited to 40 characters here. Google rejects headlines over 30 characters and descriptions over 90.
- TikTok ad text is up to 100 characters without emoji. TikTok needs more than 20 USD a day, or the same in the ad account's currency.
- LinkedIn introductory text is up to 600 characters (150 recommended) and the headline up to 200 (70 recommended). A LinkedIn day can spend up to 1.5x the daily amount.
- Instagram placements need an Instagram account linked to the chosen Page.
- Display, video and Performance Max campaigns aren't available.
- Google can spend up to twice the daily amount on some days and evens out over the month.
Troubleshooting
- Google Search can't be chosen: Google Ads isn't reachable or isn't available yet. Use Meta for now.
- "The image couldn't be sent to Meta": choose a JPG, PNG or GIF under 30 MB.
- "Add an image, or run this ad on Facebook only": Instagram needs an image. Add one, or choose Facebook only under placements.
- "Upload this video from your computer or choose it from your Media Library": videos from other links can't be used.
- "The video couldn't be sent to TikTok": try another video.
- "No TikTok account can run this ad yet": link the client's TikTok account to the TikTok ad account, or authorize it in their Business Center, then check again.
- "Choose the Facebook Page this ad runs as": the sign-in manages no Page for this client. Ask the client to give your agency access to the Page.
- The campaign failed to launch: open it and click Fix and resubmit to fix it and resubmit.