# Build ad sets and ads

> The Build step. Add ad sets for targeting and schedule, then fill each one with ads from your library, your Sellify ads, or an existing post.

After **Campaign setup** comes **Build**. A campaign holds one or more ad sets, and each ad set holds the ads it runs. Ad sets carry the targeting, placements and schedule; ads carry the creative and copy.

The bar at the top shows the campaign name, how many ad sets and ads you have, how many are ready, and **Saving...** / **Saved** as it autosaves.

## The Library

The left panel is your **Library**. Drop images or videos onto it, or select it to upload. It takes JPG, PNG, WebP, MP4 and MOV. Anything here can be picked into an ad.

## Ad sets

The right side lists **Ad sets** with a **New ad set** button. Each card shows the ad set's name, age range and country, and **No creatives** until you add an ad.

The icons on a card open its settings, duplicate it, or delete it. You cannot delete the last one.

### Ad set settings

Select the gear to open the **Ad set** panel.

| Setting                          | What to do                                                                                                                                    |
| -------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------- |
| **Ad set name**                  | Something descriptive, like the offer and audience.                                                                                           |
| **Facebook Page**                | Required. The Page the ads run under.                                                                                                         |
| **Instagram account (optional)** | The Instagram identity, if you want ads there.                                                                                                |
| **Conversion pixel**             | The pixel that measures results. Needed for Sales and other conversion objectives.                                                            |
| **Budget type** and **Budget**   | Only when the campaign uses **Ad set budgets**.                                                                                               |
| **Start date** and **End date**  | Read in the timezone set in Settings.                                                                                                         |
| **Location**                     | Search countries, regions or continents under **Target**, or switch on **Global reach** and list exclusions instead. Starts on United States. |
| **Advantage+ audience**          | Recommended. Lets Meta find the audience.                                                                                                     |
| **Age range** and **Gender**     | Narrow the audience when you have a reason to.                                                                                                |
| **Placements**                   | **Facebook** and **Instagram**, with Feed, Stories and Reels for each.                                                                        |

**Estimated audience size** updates as you change targeting. It shows **Unavailable** when Meta will not provide an estimate for your login.

In **Advanced** you also get **Performance goal**, **Conversion event**, **Detailed targeting (interests)**, **Devices** and, for ad-set budgets, a per-ad-set **Bid strategy**. Leave **Performance goal** and **Conversion event** on **Automatic** unless you know the event you want.

## Ads

Inside an ad set, select the **Add ad** tile and choose where the ad comes from.

| Option                    | What it does                                                              |
| ------------------------- | ------------------------------------------------------------------------- |
| **Upload creative**       | A new ad from an image or video in your Library or from your Sellify ads. |
| **Use existing post**     | Promote a post already on your Page.                                      |
| **Use existing creative** | Reuse a creative already in the ad account.                               |

### Building a new ad

1. **Pick the creative**

   Under **Pick from Library**, switch between **Uploads** and **Ads Maker**. **Ads Maker** shows the ads you generated in Sellify, with a dropdown for **All Ads Maker ads** or a single folder.

2. **Write the copy**

   Fill in **Primary text** and **Headline**. Both are needed to launch.

3. **Choose the button**

   Pick a **Call to action**. **Learn More** is the default; **Shop Now**, **Sign Up**, **Subscribe** and **Download** are among the alternatives.

4. **Set the destination**

   Type the **Destination URL**. Add **URL parameters** if you track campaigns with them.

5. **Check the preview**

   The **Preview** shows the ad in **Facebook Feed**, **Instagram Feed**, **Facebook Story**, **Instagram Story**, **Facebook Reels** and **Instagram Reels**. Select **Regenerate** after changing the creative or copy.

**Multi-advertiser ads** lets your ad appear alongside others in one unit, which can mean Meta resizes or crops it.

### Existing posts and creatives

When you promote an existing post or creative, the button, destination and creative come from that post. Sellify shows "Set by the selected post/creative" where you would normally type them. If your post is not listed, enter its ID under **Or enter a post ID manually**.

## Related

[Launching](https://sellify.ai/docs/facebook-ads-manager/launching) · [Campaign setup](https://sellify.ai/docs/facebook-ads-manager/campaign-setup) · [Find, review and download your ads](https://sellify.ai/docs/create-ads/library-and-downloads)