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Advertising on Meta, explained.

How Meta's ad system works, which formats to start with, how verification and policy review fit together, and how ad accounts are set up for your business with Krög.

Meta services

Social & video · 6 min read · Last reviewed October 19, 2026

On this page9 sections
  1. 01Overview
  2. 02Ad formats
  3. 03Setup with Krög
  4. 04Verification
  5. 05Policy essentials
  6. 06Launch checklist
  7. 07Common mistakes
  8. 08FAQ
  9. 09Keep learning

01  Overview

Meta in brief.

Meta runs one advertising system across Facebook, Instagram, Messenger, Threads and the Audience Network of partner apps. You build campaigns in Ads Manager, choose an objective such as sales, leads or app installs, and Meta's delivery system decides who sees each ad based on the result you asked for.

Targeting has moved from hand-built audiences toward broad delivery: Meta increasingly finds the buyers itself, using the conversion data you send it. That makes clean tracking, a simple account structure and a steady supply of new creative more important than clever audience settings.

A good fit

  • Consumer brands and online stores with products people understand in a few seconds
  • Mobile apps and subscriptions that need volume at a predictable cost per install or trial
  • Lead generation for services, where forms that open inside the app reduce friction
  • Teams that can produce new creative every week

Think twice if

  • Your category is restricted and you don't yet have the permission or certification Meta requires for it
  • You can't install the Meta Pixel or Conversions API, so delivery has nothing to optimize toward
  • You need people who are actively searching for a solution today; search networks usually fit that better

02  Ad formats

Formats worth knowing.

The Meta formats and options most advertisers start with. Names and availability change by market and account, so check what your account offers.

  • 01

    Image ads

    A single image with primary text, a headline and a call to action. Fast to produce and still the backbone of most creative testing.

  • 02

    Video and Reels ads

    Vertical video for Reels, Stories and feeds. Design for sound-off viewing and put the hook in the first seconds.

  • 03

    Carousel ads

    Two to ten swipeable cards, each with its own image or video and link. Useful for product ranges and step-by-step stories.

  • 04

    Collection ads

    A cover image or video above a product grid that opens a full-screen mobile storefront. Built for catalogs.

  • 05

    Lead ads

    A form that opens inside Facebook or Instagram, prefilled with details people have shared with Meta. Ask only for what you'll use.

  • 06

    Advantage+ campaigns

    Meta's automated setup, which hands targeting, placements and much of the creative mix to the system. Strong when tracking is clean, hard to read when it isn't.

  • 07

    Messaging ads

    Ads that open a conversation in Messenger, Instagram Direct or WhatsApp, for businesses that sell through chat.

03  Setup with Krög

How setup works with Krög.

We open and support the Meta account for your verified business. You keep control of campaigns, creative and budget.

  1. Choose the service

    Pick the Meta service that fits below, or request access and tell us your platforms, website and monthly budget.

  2. Verify your business

    We check your company, your website and the business details Meta will see. Legal name, address and domain must match across your documents.

  3. Get the terms in writing

    Your fee tier, what's included and the timeline arrive in writing. The exact rate is confirmed before you pay.

  4. Account set up for your business

    The ad accounts are opened under our agency setup for your verified business and shared with your business portfolio through partner access. Your team works in Ads Manager under its own logins. Usually ready within 48 hours of your business verification.

  5. Fund it and launch

    Top up the prepaid balance and launch. Follow spend in the dashboard; monthly statements show platform spend and our fee on separate lines, and your manager is on Telegram.

Krög services for Meta.

  • $80 / month

    Meta advertising: 3 ad accounts with brand Pages, set up for you

    Three Meta ad accounts opened for your verified business under our agency setup, each with a Facebook Page set up for your brand. You keep control of campaigns, creative and budget.

    Service details
    Service fee
    2–8% of ad spend, by monthly volume
    Timing
    Usually ready within 48 hours of your business verification
    • 3 ad accounts for your business
    • 3 Facebook Pages set up for your brand
    • Dedicated manager on Telegram
    Service details

Billing, plainly

  • Service fees run from 2% to 17% of ad spend, depending on the platform and your volume.
  • Your exact rate is confirmed in writing before you pay.
  • Prepaid balance: you top up, the platform spends, our fee is shown on its own line.
  • Monthly statements, dashboard access and a dedicated manager on Telegram.

04  Verification

What gets checked.

Meta looks at the business behind every advertiser. Have these ready before you order and setup moves faster.

  • Legal business details

    Your company's legal name, address and phone number, exactly as they appear on your registration documents.

  • A live website on your own domain

    With your company name, contact details, a privacy policy and terms easy to find. Meta checks that the site and the business behind the ads match.

  • Domain verification

    Verify your domain in your business portfolio settings with a DNS record or a meta tag. It ties the website to your business and controls who can edit link previews.

  • A Facebook Page for your brand

    Ads run from a Page. Use your real brand name and logo, and keep the Page consistent with the website.

  • Secure logins

    Turn on two-step verification for everyone with access to the account. Several platforms require it for admins.

Read more: Business verification across the major ad platforms

05  Policy essentials

The rules that matter most.

In general terms. Meta's own policies decide, and they change, so read the official text before you launch.

  • Prohibited content

    Some products and practices can't be advertised at all, such as illegal products, unsafe supplements, weapons and deceptive schemes. No account setup changes that.

  • Restricted content

    Categories such as alcohol, online gambling, dating, some financial products and prescription drugs come with targeting conditions, and some need Meta's written permission or a third-party certification first.

  • Special ad categories

    Ads about housing, employment, financial products and services, and social issues, elections or politics must be declared. Targeting options are reduced, and political ads need authorization and a disclaimer.

  • Personal attributes

    Ad copy can't assert or imply that the viewer has a personal characteristic, such as a health condition, financial situation or age. Talk about the product, not the person reading.

  • Claims you can support

    Before-and-after images, income claims and unrealistic results are common reasons for rejection. Every claim in the ad should be backed up on the landing page.

  • Appeals

    If an ad or account is restricted, read the notice, fix the cited issue and request a review in Account Quality. We help you prepare it. Meta decides.

Read the source

Ads go through Meta's standard review, like any advertiser's. Appeals go through Meta's own process, and Meta decides.

Read next: Preparing a landing page for ad review

06  Launch checklist

Before you launch.

What to have in place before the first dollar is spent. Tick things off as you go.

Meta launch checklist

0 of 10 ready

Your ticks are saved in this browser only. Nothing is sent to us.

07  Common mistakes

What usually goes wrong.

The Meta mistakes we see most often, and what to do instead.

  • Too many small ad sets

    Splitting a modest budget across many ad sets means none of them gets enough conversions to learn.

    Instead

    Consolidate. Fewer ad sets with more budget each, and split only where you'll act on the result.

  • Optimizing for the wrong event

    Optimizing for clicks or landing page views when you want purchases teaches the system to find people who click.

    Instead

    Optimize for the deepest event you can reach in enough volume, usually a purchase or a qualified lead.

  • Editing every day

    Frequent budget, audience or creative edits can restart learning and make results impossible to read.

    Instead

    Batch your changes, then give the campaign time before judging it.

  • Claims the page can't back up

    An ad that promises more than the landing page shows is one of the most common reasons ads are rejected.

    Instead

    Match the offer, the price and the wording between the ad and the page.

08  FAQ

Questions about Meta.

  • Yes. The ad accounts are shared with your business portfolio through partner access, so you keep your own logins, Pages, Pixel and data. If you don't have one yet, your manager walks you through creating it.

  • You do. The Pixel, the Conversions API setup and your customer data stay in your business portfolio. We never need your customer lists.

  • Yes. Every ad goes through Meta's standard review under its Advertising Standards, the same as for any advertiser. We can check ads before launch, but approval is Meta's decision.

  • Only with what Meta requires for that category, such as written permission, a license or a third-party certification, and with the required targeting settings. Tell us your category before you order and we confirm what applies.

  • We help you read the notice and request a review through Meta's own process in Account Quality. Meta decides the outcome. We don't open new accounts to keep advertising after a restriction.

09  Keep learning

Go deeper.

Terms in this guide

Each one is defined plainly in the glossary.

Open the glossary

Run the numbers

Before launch, estimate the fee on top of your spend, your break-even point and the daily pace your budget needs.

Open the tools

From the blog

Last reviewed October 19, 2026. This guide summarizes publicly available information in general terms; Meta's own documentation is the source of truth. Platform names and logos belong to Meta. Krög Digital is an independent agency, not affiliated with or endorsed by Meta.

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—  Meta with Krög

Set it up properly.

Tell us your business, website and monthly budget for Meta. We confirm what applies, and the exact rate arrives in writing before you pay.

See the serviceTalk on Telegram
  • Usually ready within 48 hours of business verification
  • Exact rate confirmed in writing before you pay
  • Ads follow Meta's own policies and review