Facebook Ads

Facebook Ads

Turn a product brief into Facebook ad campaigns with AI, then review, launch, and measure in SWAI.

What is Facebook Ads?

Facebook Ads is the SWAI app where you create Meta (Facebook) ad campaigns with AI, review and edit them before they go live, connect your Meta account, publish to Ads Manager, and check performance.

You use it to:

• Describe what you are advertising and let AI draft a full campaign
• Choose an objective (Traffic, Conversions, Awareness, Leads, Engagement, or Sales)
• Set audience strategy: Cold (new prospects) or Retargeting (Pixel or email list)
• Review budget, bid strategy, locations, interests, and ad creatives
• Pull images or videos from your SWAI Asset Library
• Save Draft or Launch Campaign to Meta
• Pause, resume, edit, or delete campaigns from the dashboard
• View Live Performance · Meta Insights for launched campaigns

Main screens

Note: Open Facebook Ads from the SWAI Dashboard. It uses your brand session — there is no separate sign-up inside Facebook Ads.

Before you start

You can open the app anytime with a valid SWAI embed session. Creating and launching a useful campaign needs a clear brief, a Meta connection, and a destination URL.

Checklist

1. Open Facebook Ads from SWAI
   Use the Facebook Ads link in the SWAI Dashboard so you are signed in for the correct brand.

2. Connect Meta (admins / first-time setup)
   On Integrations, click Connect Meta Account, approve permissions (allow pop-ups), then choose a Default ad account and Default page and click Save defaults.

3. Know what you are advertising
   Have a short product or goal description ready (and ideally a landing page URL). AI uses this to pick objective, audience, and ad copy.

4. Creatives (optional but recommended)
   Images or videos in your SWAI Asset Library can be attached when you review ads. Wide images (about 1.91:1, e.g. 1200×628) work best.

5. For retargeting
   Confirm a Meta Pixel is available on the ad account (or prepare a customer list as .csv / .txt for Email List retargeting).

Important warnings

Warning: If the app fails to load or your session looks wrong, close the tab and open Facebook Ads again from the SWAI Dashboard for the correct brand.

Warning: Launch Campaign creates your campaign, ad set, and ads on Meta in paused status. They do not start spending until you activate them in Meta Ads Manager.

Warning: On the campaign list, Stop (and Delete in the menu) permanently removes the campaign. You will see Delete campaign? — this cannot be undone.

Tip: On a Draft row, Launch opens the review screen so you can finish and publish. The action that publishes to Meta is Launch Campaign at the bottom of Review & Edit Campaign.

Tip: Save a Default ad account before using Meta Pixels or launching retargeting campaigns. Location and interest search also need a connected Meta account.

Tip: Dashboard metrics (Total spend, Impressions, Clicks) are for the last 7 days across your brand on Meta.

Quick start

1. Open Facebook Ads from the SWAI Dashboard.
2. (First time) Open Integrations, Connect Meta Account, pick Default ad account and Default page, then Save defaults.
3. On Campaigns, click Create Campaign.
4. In AI Campaign Architect, describe your product or goal and click Create Campaign (loading: Architecting…).
5. On Review & Edit Campaign, check AI Strategy Overview, General Settings (especially Destination URL), Audience Targeting, and Ad Creatives.
6. Click Save Draft to keep working later, or Launch Campaign to publish to Meta (paused).
7. In Meta Ads Manager, activate the campaign when you are ready for it to run.
8. Back in SWAI, open the ⋮ menu → View stats to review Live Performance · Meta Insights.

Note: AI fills objective, audience, budget, and creatives from your prompt. Always review and adjust before launching.

Campaigns list

From Campaigns you can:

• See brand-level metrics for the last 7 days
• Create a new campaign
• Launch (drafts — opens review), Pause, Resume, or Stop
• Open the ⋮ menu for View stats, Edit, or Delete

Metrics

Table

Empty state:

• No campaigns yet — Create your first campaign with AI. → Create Campaign

Warning: Stop and Delete remove the campaign permanently after confirmation.

Tip: Status Running means the campaign is active in this app; Meta objects are still created paused on first launch until you turn them on in Ads Manager.

Create a campaign

1. Click Create Campaign (or the same button on an empty list).
2. In AI Campaign Architect (What is your objective today?):
   • Under Describe your product or goal, explain what you are advertising and what you want to achieve
   • Example placeholder: A premium fitness tracking app for busy professionals. We want to drive more signups for our 14-day free trial.
3. Click Create Campaign and wait for Architecting…
4. Review the draft on Review & Edit Campaign, then Save Draft or Launch Campaign.

Prompt tips and limits

Note: Tell the AI your product, audience, offer, geography, and goal. Include a URL if you have one — you can still edit Destination URL on the review screen.

Review & Edit Campaign

After AI generation (or when you Edit), you land on a single scrollable page: Review & Edit Campaign (or Edit Campaign when changing an existing one). Subtitle shows {Objective} • {Audience Source}.

Sections, top to bottom:

AI Strategy Overview

A short AI-written summary of the plan. Use it as context while you adjust fields below.

General Settings

Audience Targeting

Depends on Audience Source.

Cold

• Locations — add with + ADD (search countries, e.g. Canada, United Kingdom). At least one location is required to save or launch.
• Age Min / Age Max — typically 18–65
• Interests — optional chips via + Add Interest (type at least 2 characters to search)

Retargeting

• Retargeting type: Pixel retargeting or Email List
• Email List: Upload Customer List (.csv, .txt) — click or drag to upload
• Pixel retargeting: see Retargeting in detail

Warning: If location or interest search says to connect Meta, go to Integrations (Go to Integration / Open Integrations) and connect your account.

Ad Creatives

• Review each ad card (primary text, image/video, headline, call-to-action)
• Change Creative — pick from SWAI Asset Library (Use selected)
• Add Ad Variant — AI suggests another angle (loading: Generating… / Creating new ad variant)
• Remove Ad Variant — confirm Remove ad variant?
• Regenerate All Ads — not available yet (Coming soon)

Creative tip: use a wide image (about 1.91:1, e.g. 1200×628), JPEG, PNG, or GIF. Video ads need a video file from your brand library.

Footer actions

Footer also shows Total Ads (variants) and Total Budget/Day.

Note: After a successful launch you may see Published on Meta — Your campaign, ad set, and ads were created on Meta in paused status. Activate them in Ads Manager when ready.

Objectives and audiences in detail

Objectives

AI picks an objective from your prompt; you can change it in General Settings.

Cold audience

Retargeting in detail

Pixel Retargeting strategy options:

Optional: Exclude recent purchasers (Purchase event) (on automatically for cart abandoners).

When you select a pixel, AI may suggest settings (AI is suggesting audience settings…). You can edit anything before launch.

Warning: Missing pieces show messages such as Pixel required, Retargeting incomplete, URL pattern required, or Customer list required. Fix those fields before launching.

How campaigns go live

When you are ready to publish:

1. Draft — campaign is saved in SWAI only; not on Meta yet
2. Launch Campaign — creates the campaign, ad set, and ads on Meta in paused status
3. Activate in Meta Ads Manager — turn the campaign on so it can spend and deliver
4. Insights — after launch, use View stats for Live Performance · Meta Insights

Gates before launch:

1. Campaign must be saved (for new flows, save/launch handles this)
2. Destination URL must be set (Destination URL required)
3. Audience rules must be complete (locations for Cold; Pixel or email list for Retargeting)
4. Meta must be connected, with defaults saved for Pixel / retargeting workflows

Note: Facebook Ads does not replace Meta Ads Manager for going live or advanced billing controls. Use Ads Manager to activate paused campaigns and manage spend on Meta’s side.

Note: Draft campaigns show Not on Meta yet in stats until you launch.

Managing campaigns

Edit

1. Open the ⋮ menu → Edit (or Launch on a draft to open review).
2. Adjust settings, audience, or creatives.
3. Click Save changes. To publish a draft to Meta, use Launch Campaign.

Pause or resume

• Pause — status becomes Paused
• Resume — status becomes Running

Stop or delete

• Stop (on Running) or Delete (⋮ menu) opens Delete campaign?
• Message: "{name}" will be permanently removed. This cannot be undone.
• Confirm with Delete, or Cancel

View stats

1. ⋮ → View stats
2. Choose Last 7 days or Last 30 days
3. Review Total Spend, Impressions, Total Clicks, Avg. CTR, spend chart, and tabs Campaign / Ad sets / Ads
4. Campaign configuration shows objective, target group, launch date, and Meta campaign ID when available

Loading: Loading insights from Meta…

Integrations

Integrations is where admins (and first-time users) connect Meta for the brand.

1. Open Integrations.
2. Under Facebook Ads Manager, click Connect Meta Account (allow pop-ups).
3. Approve Meta permissions (Pixel-related access is needed for retargeting and insights).
4. When connected, select Default ad account and Default page.
5. Click Save defaults.

Useful messages you may see:

Tip: After connecting in an embed, you may see a success toast such as Facebook connected with Pixel permissions.

Common warnings and troubleshooting

I can’t open Facebook Ads

Warning: Close the tab and open Facebook Ads again from the SWAI Dashboard for the correct brand. The app uses your brand session — there is no separate login inside Facebook Ads.

Meta won’t connect

• Allow pop-ups for the site
• Complete the Meta permission screen (do not skip Pixel-related permissions if you need retargeting)
• If you see Pixel permissions missing, use Reconnect & grant Pixel permissions
• Confirm someone with Meta Business access is completing the connect flow

Location or interest search fails

• Connect Meta on Integrations
• You may see Connect your Meta account to search targeting options with Go to Integration
• Try searching again after the account is connected

I can’t create or launch a campaign

Check:

• Prompt is at least 10 characters in AI Campaign Architect
• Destination URL is filled before Launch Campaign
• Cold campaigns have at least one Location
• Retargeting has a Pixel (with strategy, retention, audience name) or an uploaded Email List
• Meta is connected and Default ad account is saved when using pixels / retargeting
• On-screen validation titles (red/info modals) — fix those fields and try again

AI draft won’t generate

• Check your connection and try Create Campaign again
• Shorten or clarify the brief (AI only uses the first 10,000 characters for generation)
• If the prompt is over 100,000 characters, shorten it

No pixels or retargeting options

• Save a Default ad account on Integrations
• Confirm the Pixel is shared with that ad account in Meta Business Suite
• Use Reconnect & grant Pixel permissions if permissions are incomplete
• Follow Open Integrations → select ad account & save defaults if the Pixel picker shows an error

Stats are empty or “Not on Meta yet”

• The campaign must be launched to Meta before live insights appear
• Unsaved drafts: Save this campaign before viewing statistics.
• Confirm Meta is still connected
• Try Last 7 days / Last 30 days after the campaign has been active in Ads Manager

Ads aren’t spending after Launch Campaign

This is expected until you activate the campaign in Meta Ads Manager. Launch only creates paused objects on Meta.

Regenerate All Ads does nothing useful

Regenerate All Ads shows Coming soon — regenerate all ads will be available in a future update. Use Add Ad Variant or edit creatives manually.

Delete was accidental

Deletion cannot be undone. Recreate the campaign with Create Campaign if needed.

Glossary

Need more help?

If something still fails after the checklist above:

1. Confirm you opened Facebook Ads from the SWAI Dashboard for the right brand.
2. Confirm Integrations shows Meta connected, with Default ad account (and page) saved.
3. Confirm the campaign has a Destination URL, correct audience setup, and was Launched if you expect it on Meta.
4. Confirm paused campaigns were activated in Meta Ads Manager if you expect spend.
5. Contact your SWAI admin or support with the campaign name, status (Draft / Running / Paused), whether it was launched to Meta, and what you expected to happen.

Related Help: Campaign Builder (draft creation from journeys), LinkedIn Ads, and Google Ads (BETA Search and Display).