Facebook & Instagram Campaign Guide

What are Facebook & Instagram Campaigns

Facebook has more than 3 billion monthly active users total, 97% on mobile. By running your Facebook and Instagram campaigns through the RollWorks platform, you can manage cross-channel campaigns all in one place, inclusive of audience segments, budgets, and optimizations. Any ads run on Facebook or Instagram will be displayed as Sponsored posts on timelines that users can interact with, and you can see their responses by using Ad Permalinks

You can launch the following campaign types on Facebook and Instagram:

  • Retargeting: bring back visitors that left your website without converting
  • Contact targeting: select a specific Contact List you want to target
  • Lookalike targeting: find new people who are similar to your site audience

You can use the following ad types on Facebook & Instagram:

  • Single Image Ads
  • Video Ads (Outstream only)
  • Carousel Ads

You view reports at the individual (user-level) for campaign advertising metrics. Currently Facebook/instragram campaigns do not support reports by accounts (company-level).


Who can access

Access to Facebook and Instagram Campaigns depends on your RollWorks subscription package:

Your Package Facebook & Instagram Campaigns
Standard Advertising Not Included
Advanced Advertising Not Included
ABM Included
ABM with Advanced Advertising Included
Starter (Legacy) Included
Standard (Legacy) Included
Professional (Legacy) Included
Ultimate (Legacy) Included
Free Tier Included

If you have Media Credits as part of your contract, you can use them towards your Facebook & Instagram campaign spend. 

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


Before you start

  • The audience you want to reach needs to have a minimum of 100 unique visitors to start serving. 
  • In the situation that someone in your targeted audience visits your website and completes a conversion (for example filling out a lead form), by default RollWorks will continue to target this contact with ads through your Facebook Campaign. It is highly recommended that you manually exclude all conversion audiences from your Facebook Campaigns by selecting all your defined Conversion Audiences as ‘Exclusions’.


Launch a Facebook & Instagram Campaign


  • Install the RollWorks Pixel on your website. Learn more in this guide.
  • Connect your Facebook Business account to your RollWorks account. For more information on connecting your Facebook Business account to RollWorks, go to this guide
  • If you would like to also run on Instagram, you must connect your Instagram account to your Facebook Business page. Learn more in this guide.

Once you have completed the steps above you can continue and launch a Facebook & Instagram Campaign in RollWorks:

  1. Log in to RollWorks and navigate to Advertising
  2. Click Campaigns & Playbooks
  3. Click Create
  4. Click Facebook


  • Add a Name to your Campaign
  • Choose the type of campaign:
      • Choose Retargeting if you want to:
        • Bring back visitors who left your website without converting or,
        • Select a specific list of contacts from your Contact Lists.
      • Choose Lookalike to find new people who are similar to your website audience. You will be able to define the audience to build your lookalike audience based on a segment that you’ve made within RollWorks already.


  • Select one of the options under Ad Types:
      • Dynamic Ads from Product Feed - this is the recommended option.  Dynamic ads are only available when a product feed is connected.
      • Static Ads & Video


After the campaign launches you cannot change Ad Types

Facebook Campaigns do not support mixing static and dynamic ads.  Your Ad Type selected here cannot be changed after your campaign is launched.

  • Choose your daily Budget


  • Select one of the options under Bid Strategy
      • Maximize clicks: We will optimize your bids to get you the most clicks
      • Set your own performance target: Enter your desired target CPC or CPM and let RollWorks do the rest


  • An AdGroup is created by default. If you wish to create additional AdGroups click Advanced options > Create Ad group 6. FB:IG CAMPAIGNS.png
  • Enter your desired name for the AdGroup that is created by default under AdGroup Name 7. fb:ig campaigns.png
  • Start and End date and time (UTC)8.FB:IG CAMPAIGNS.png
  • Select either a new audience or an existing audience to target with display ads:
      • Click Add New Create a brand new audience
    • 9. FB:IG CAMPAIGNS.png 
      • Click Choose Existing to select an existing audience that you have previously defined in the RollWorks platform. If you are having trouble finding an existing audience that you have already you can search all your existing audiences by typing the audience name in the search bar. Alternatively, you can filter by Audience type as shown in the example below.
    • 10. FB:IG CAMPAIGNS.png
  • Include or exclude a location for your campaign


  • Define the Age Range based on the types of ads that you run. A defined age range may restrict audience size. We recommend that you do not adjust the date range, unless your content has age-specific restrictions, such as alcoholic beverages.

12. fb:ig campaign.png

  • Select the Ad Placements - Select where you wish to show the ads based on the placements that we have. 

Screen Shot 2021-12-13 at 6.45.56 PM.png

    • Select one of the options available to create your creative ads:
        • Choose: Select this option if you want to use Ads that you have previously uploaded to your RollWorks Ad Library.

You can only select ads created/edited within the last year

When adding existing ads to your campaign you can only select ads last modified within the last year. If you need to select ads last modified more than a year ago, navigate to the Ad Library and make any edit to the ad. The ad will now be displayed in the campaign setup page.

        • Create: Select this option if you want to design your ads using a built-in tool.
        • Upload: Select if you have finished Ad creative assets ready to go to upload them.

Screen Shot 2021-12-13 at 6.45.42 PM.png

  • Click Launch to finalize and run your Campaign.
      • If you do not have a payment method already added to your RollWorks account you will be asked to add it in this last step.


Pause a Campaign

  • Log in to RollWorks and go to Advertising > Campaigns & Playbooks
  • Click the Campaigns tab
  • Find the campaign you want to pause and click on the campaign name
  • The campaign details page will open, click the dropdown arrow next to Edit
  • Click Pause


You can resume a campaign by following the same steps above and clicking Resume.



Pause an AdGroup

  • Log in to RollWorks and go to Advertising > Campaigns & Playbooks
  • Click the Campaigns tab
  • Find the campaign you want to pause and click on the campaign name
  • The campaign details page will open, scroll down to the Ads tab
  • Find the AdGroup you want to pause and hover over the three dots next to your AdGroup name
  • Click Pause

Once paused, the budget previously allocated to that AdGroup will move toward your other AdGroups. If you pause the only AdGroup in your campaign, the campaign will stop spending until the AdGroup is reactivated or a new AdGroup is created.

Screen Shot 2021-12-30 at 5.52.42 PM.png


Complete an AdGroup

Completing your AdGroup means that your AdGroup will reach its End Date.

  • Log in to RollWorks and go to Advertising > Campaigns & Playbooks
  • Click the Campaigns tab
  • Find the campaign you want to pause and click Edit
  • This will open the Campaign details page in edit mode
  • Click on the AdGroup name you want to end
  • Go to
  • Select today's date as the End Date
  • Click Save

Setting up an End Date as today will cause the AdGroup to end today.

Completing a Campaign with a single AdGroup

If you complete an AdGroup in a campaign that only has one single AdGroup the whole campaign will automatically end and be marked as completed.


Ad Permalink

Facebook and Instagram Ads show up as Sponsored posts on timelines and users can interact with those ads. You can see user reactions and responses to your ads by using Ad Permalinks. View the ad as a post to check responses and reactions. 

To find the Ad Permalink for your Facebook and Instagram Ads follow the steps below:

  • Log in to RollWorks and navigate to Campaigns
  • Click on the Campaign Name
  • Click Columns > Customize ColumnsScreen_Shot_2021-12-08_at_11.22.31_AM.png
  • Select Ad Permalink and click Done




  • The most common reason for Facebook and Instagram campaign spend issues is caused by rejected creatives - Meta will reject Ads if your creative is not compliant with their non-discrimination policy. You must ensure that your ads are inclusive and not specific to any gender, race, age group, etc.
  • The second most common reason for spending issues is due to audience size: 
    • Check the audience size - is there a sufficient amount of cookies to target?
    • While a high percentage of text on an ad will no longer dramatically reduce potential audience size, it's still a best practice for performance to minimize text on a Facebook ad when possible.



Can I use my media credits for Facebook & LinkedIn Campaigns?

If you have Media Credits as part of your subscription package, they can be used towards your Facebook/Instagram campaign spend. To find out if you have Media Credits available log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


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