Social Media

The way to Create Simply Clickable Fb Messenger Advertisements (Plus Examples)


Why Use Facebook Messenger Ads? As more people turn to private messaging on social media – and since FB combined its messaging backend with Instagram – Messenger ads have never been more relevant.

Every month, over a billion people use Messenger, including 78% of smartphone users who send messages.

Companies now exchange more than 20 billion messages with Messenger users every month. (And for Gen Z, that's still not enough: 60% of that age group wish they could notify more companies. Greedy!)

Whether you're looking to hedge your bets on the future of social networking or are interested in dozens of different ways you can use messaging apps to reach your audience now, we're going to show you how to use Facebook Messenger ads to keep yourself entertained .

And convert.

bonus:: Download a free guide This shows you how to save time and money on your Facebook ads. Find out how to reach the right customers, lower your cost per click, and more.

What are Facebook Messenger Ads?

Facebook Messenger ads are advertising opportunities that either initiate instant message conversations with individuals or appear in the Messenger app.

Whichever type of Facebook Messenger ad you choose (and we'll get to your options in a second), the goal is to start an in-person instant message conversation with a prospect.

It's a very personal way to connect directly and privately: essentially treating customers like friends. This close interaction can lead to an above-average conversion rate.

So warm up your conversation muscles (fingers and brain) and have your favorite emojis (Winking Face and Woman Playing Water Polo, obviously) ready. It's time to talk.

Your options for Facebook Messenger Ads include …

Ads that click Messenger

You can use a standard Facebook display ad to start a conversation with a prospect.

These ads appear in the news feed, but have an Actions button that opens a Messenger conversation.

Sponsored News

This hyper-targeted option allows you to send a sponsored message directly to people who are already chatting with your company on Messenger.

sponsored news

Messenger Stories Ads

Messenger Stories ads are full screen mobile experiences that are displayed in the Messenger app. (Yes, these are different from Facebook Stories for some reason.) (Don't worry, we had to look it up too.)

These ads can only be purchased together with Instagram Stories ads or as an add-on to campaigns that are already running in the main Facebook news feed.

Messenger Stories Ads

Messenger inbox ads

Messenger inbox ads are currently not available in the United States, Canada, Australia, or France. In the countries that have access to this Messenger ad format, ads will be displayed directly on the Chat tab in the Facebook Messenger app.

When a user taps your ad, they're sent to a detail view in Messenger with a call to action. When you click on it, the user will be taken to the goal you set when creating the ad. This can be a direct message conversation with your company, website, or an app download.

Messenger inbox ads

When implementing any of these promotional opportunities, be sure that you have a team that is able to respond once the conversation starts. Ghosting a chatty customer? Not a great look.

Check out our full guide to Facebook Messenger Bots if you need additional help in the auto customer service department.

Of course, before diving into Facebook Messenger ads, it's a good idea to take a holistic view of your brand's Facebook ad strategy. There are many ways to spend your money there – make sure you are getting the most bang for your buck.

How to set up Facebook Messenger ads

Set up slightly differently for each particular Messenger ad type. Whichever option you choose, the process begins when you open the Ad Creation Manager.

1. Select your destination in the Ad Creation Manager and click Next.

    • To the Sponsored News: Choose messages as your destination.
    • To the Click Messenger Ads: Choose your target traffic, messages or conversions.
    • To the Messenger Stories Ads: Choose brand awareness, reach, traffic, app installs, video views or conversions.
    • To the Messenger inbox ads: Choose Traffic, App Installs, Messages, Conversions, or Catalog Sales.

Ad creation managers create new campaign

2. Name your campaign, make additional optional decisions, and click Next.

At this point, you can also toggle some other specific ad options such as: For example, whether your ad is linked to certain ad categories or whether you want to optimize your campaign budget.

Specialize the campaign details of the ad categories

3. Select your message or the traffic.

Depending on your goal, you will be asked to either …

on. Choose where you want people to notify your business: either Facebook Messenger, WhatsApp Business, or Instagram Direct.

Message destination

b. Send people who click on your ad to your website, app, messenger or WhatsApp.

Choose whether to send users to the Messenger or WhatsApp website app

4. Edit your budget and schedule, as well as your target audience
How much will you spend How long should the campaign run? And who should see it?

Edit budget plan and target group

5. Select Automatic or Manual Placements

When you choose Automatic Placements, AI delivers impressions to the audience that are most likely to lead to campaign results.
automatic or manual placements

If you want to purposely place your ad on Messenger Stories, choose Manual Placement. Select Instagram Stories or Facebook Feed here to access Messenger Stories.

Device options for manual placements

6. Add your creative

Depending on your specific ad type, this step will vary, but will likely involve a combination of text and images.

Add a combination of text and images

Here you can also customize a message template that will be sent to people who have clicked on your ad.

custom message template

Find all Facebook ad specs in one place here. For more information on creating the perfect ad, check out our guide to advertising on social media here.

7. Click Publish

Your campaign is good to go! You can always check the Ad Creation Manager to pause, optimize, cancel or expand your campaign and see how effective its reach is.

For a more detailed, step-by-step guide to any of these ad formats, see the official Facebook FAQ for Sponsored Messages, Click-to-Messenger Ads, Messenger Stories Ads, or Messenger Inbox Ads.

7 Effective Facebook Messenger Ads That Will Inspire You

You are likely overwhelmed and ready to start talking to your customers. Before you get into this ad manager, however, get inspiration from brands that are using this format in clever and innovative ways.

Kiehl's Vietnam

When people started using Messenger organically to request general information about the skin care brand and products – and even try to place orders! – Kiehl saw an opportunity to meet customers where they were.

The company created a messenger bot (named after the Kiehl skeleton mascot, Mr. Bones) and created a series of targeted Stories ads that clicked into a messenger conversation.

The campaign quadrupled the number of messenger conversations and increased sales by 22%.

Kiehl's Vietnam news bot
Source: Facebook

A doc laser and aesthetics

The great thing about the One Doc laser and aesthetic campaign is the direct call to action. The clinic ran a series of 15-second video ads explaining the benefits of the treatment with animation. Each of these ads ended with the prompt "PM us now for an appointment".

In conjunction with the "Send message" button, interested potential customers can react to the impulse to book an appointment immediately.

A call to action from Doc Laser and Aesthetic
Source: Facebook


Because the shopping network already had a large number of customers asking questions and comments through Messenger, QVC had a large audience for sponsored ads through Messenger.

Ads were aimed at people who already had open Messenger threads with the company. The results have been impressive (no surprise given that they are already reaching out to already engaged customers). The return on spending was more than five times higher than other types of Facebook ads.

QVC Targeted Ads
Source: Facebook

Kia Motors America

The car company launched its virtual assistant with a Facebook advertising campaign. From the newsfeed, potential customers were informed about the abilities of the adorable little "Kian" and asked to click the "Send Message" button.

Users who clicked through have initiated a Facebook Messenger conversation with the chatbot. Here they could request vehicle comparisons or plan a test drive.

(Bonus on this advertising method: Participating customers can now be addressed with sponsored messenger ads.)

Kia Motors America virtual assistant chatbot
Source: Facebook

Newsome Interactive

As a company focused on promoting real estate developments, Newsome Interactive is ultimately concerned with lead generation: finding the people out there who want to buy real estate.

In a development called Jasper Highland, advertisements prompted viewers to “send a message” if they wanted a free brochure with more information. Clicking on started an automatic conversation with a chatbot that collected contact information and some other important facts.

Newsome Interactive automated chatbot conversation Source: Facebook


Subscription box company FabFitFun attracted customers with its own click-to-messenger ad.

The ad featured a dynamic video ad that included the sample contents of a box and information about a discount code. But for those who clicked Get a Quote, a Messenger experience was launched.

The message repeated the 40% discount, but the user could also redeem this offer directly in Messenger.

FabFitFun video display

Source: Facebook

Haven Life

With one click of the Messenger ad, insurance agency Haven Life encouraged viewers to tap the Get Quote button to start a conversation and receive their life insurance quote right on Messenger.

The emphasis on the simplicity and speed of the process attracted customers. 12% more people completed the Messenger Quote Questionnaire compared to the website's more traditional quote form.

Haven Life Messenger Quote Questionnaire

Source: Facebook

Of course, Facebook Messenger is just a direct messaging tool that brands can tweak. Check out some inspiring examples of brands that have been creatively using messaging across platforms … then let the chat begin.

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Jeffrey Rabinowitz