Process Flow
Animated overview of the full workflow
TL;DR
Messenger ads drive conversations between businesses and potential customers directly in Facebook Messenger. The main format is click-to-message ads that appear in the feed and open a Messenger conversation when clicked. Use the Engagement objective with 'Messaging apps' as the conversion location. Set up automated greeting messages and quick replies to handle initial contact efficiently. Messenger ads work exceptionally well for high-consideration products and services where customers want to ask questions before buying.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
Types of Messenger Ads
**Click-to-Messenger:** Standard feed/story ads that open a Messenger conversation instead of a website. Best for lead generation and customer engagement. **Sponsored messages:** Send promotional messages to people who have existing Messenger conversations with your business. Good for re-engagement. **Messenger Stories ads:** Appear between Messenger Stories.
- 2
Setup
Create a campaign with Engagement objective. At the ad set level, select 'Messaging apps' as the conversion location. Choose Messenger (and optionally Instagram Direct or WhatsApp). Create your ad creative with a CTA that opens a conversation.
- 3
Automated Responses
Set up a greeting message that appears when users open the conversation. Use quick reply buttons to guide the conversation (e.g., 'Get a quote,' 'Learn more,' 'Book appointment'). This qualifies leads before a human needs to respond.
- 4
Best Practices
Respond quickly — conversations go cold fast. Set expectations in your greeting about response times. Use Messenger for products/services where Q&A is part of the purchase process. Track conversation-to-conversion rates.
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