TL;DR
Special Ad Categories restrict targeting options for sensitive industries. Housing (real estate ads), Credit (loan, credit card, insurance ads), Employment (job ads), and Social Issues/Elections/Politics require declaration at the campaign level. Once selected, age, gender, and postcode targeting are disabled. Lookalike audiences become Special Ad Audiences with limited precision. Detailed targeting options are reduced. In the UAE, real estate advertising may trigger the Housing category. Always declare the correct category — failure to do so can result in ad disapproval or account restrictions.
Overview
Special Ad Categories restrict targeting options for sensitive industries. Housing (real estate ads), Credit (loan, credit card, insurance ads), Employment (job ads), and Social Issues/Elections/Politics require declaration at the campaign level. Once selected, age, gender, and postcode targeting are disabled. Lookalike audiences become Special Ad Audiences with limited precision. Detailed targeting options are reduced. In the UAE, real estate advertising may trigger the Housing category. Always declare the correct category — failure to do so can result in ad disapproval or account restrictions.
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Frequently asked
Questions & answers
How long does setup take?
Most configurations take 10-30 minutes. Full campaign setup and ongoing optimisation is a continuous process.
What budget should I start with?
Start with enough to generate at least 50 conversions per week for the platform's algorithm to learn effectively. This varies by industry and CPA.
When should I expect results?
Allow 2-4 weeks for the initial learning phase. Meaningful performance trends typically emerge after 30 days of consistent spending.
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