Today, we'll talk about Facebook call ads, take a closer look at them, and understand how to create effective call ads. Metrics for call ads, such as callback requests submitted, calls placed, 20- and 60-second calls, are available globally.
Lead ads with calling, such as call ads, are designed to help generate leads by encouraging people to call you to learn more about your products or services, schedule an appointment, make a purchase, and more. In call ads, you can include an image or video and a Call now button. You can create a simpler version from your Facebook Page or follow the following steps to create a call ad from Meta Ads Manager or the Ads Manager app.
Detailed Description of Meta Call Ads and Key Metrics:
Call Ads are a specific lead-generation ad format on Meta platforms (like Facebook and Instagram) designed to encourage direct, immediate customer contact via phone.Purpose and Functionality:
Call Ads are strategically built to convert interest into direct communication by making the "Call Now" action prominent. They are ideal for businesses that benefit from immediate consultation, scheduling, or sales over the phone.
Lead Generation: The core objective is to drive users to call the business to inquire about products, book services, or complete a purchase.
Creative Elements: These ads typically include:
- An engaging image or video to capture attention.
- A clear Call Now button as the primary call-to-action (CTA).
Creation Options: While a simplified version can often be created directly from a Facebook Page, the full suite of targeting and optimization features is available when using Meta Ads Manager or the Ads Manager app.
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These duration metrics (20s and 60s) are particularly valuable because they help differentiate a simple "misclick" from a legitimate, engaged conversation that could lead to a conversion.
Before you begin:
When eligible, you can get experimentally proven recommendations in the opportunity score. Go to Account Overview to see your opportunity score and review and apply recommendations to help improve performance. Learn about opportunity score.
Note: The opportunity score is not yet available for all ad accounts. The score (including a high score) itself does not reflect your actual or future performance. Actual performance depends on many factors, and your opportunity score does not guarantee performance.
Note: Opportunity score is not yet available to all ad accounts. The score (including a high score) itself does not reflect your actual or future performance. Actual performance depends on many factors, and your opportunity score does not guarantee performance.
How to create your call ad from Ads Manager?
๐Create a call ad using the awareness, traffic, or engagement objective
๐Create a call ad using the leads or sales objective.
- Go to Ads Manager and click + Create.
- Select Leads or Sales as your ad objective, then click Continue. After you select an objective, you may see a campaign score on the right side of the page. The campaign score predicts how optimized your campaign is before publishing. You can review your campaign score and apply recommendations while drafting your campaign. Learn more about campaign score.
- You’ll see a notification about how you no longer need to choose a campaign setup as you’re starting with the Advantage+ campaign setup. Click either Don’t show again or OK.
- Complete the ad creation steps until you reach the Conversion section at the ad set level.
- In the Conversion section, select Calls as your conversion location.
- Complete your Budget & schedule section.
Note: To deliver your ad on specific hours and days so you can receive calls at your convenience, choose to use a Lifetime budget in the budget & schedule section. Then, hover over Ads scheduling, click Edit, and then check the box next to Run ads on a schedule.
- Complete the ad creation steps until you reach the Ad setup section at the ad level.
- In the Ad setup section, select either Single image or video, Carousel, or Collection.
Note: If you don’t see a Single image or video in the Ad setup section, hover over Carousel selected and then click Edit to select it.
- Complete the Ad creative section.
- In the Destination section, enter a phone number. Change your country code from the dropdown menu, if needed.
- (Optional) Click the Receive callback requests via Messenger checkbox to enable people to request a callback if you’re not available to pick up their call.
- Note: This option will be available only if you use Messenger. Learn more about Messenger for business.
- In the Tracking section, click Set up to set up CRM events, website events, and app events to track event datasets, if needed.
- When you're done, click Publish to run your ad.
When you use the traffic, engagement, leads, or sales objective, your ad optimizes for 60-second calls.
Note: The call ad metrics are not available for campaigns created before June 20, 2025, outside of the US, Australia, Brazil, Canada, Mexico, and Israel.
Call Ads are highly effective when the immediate connection they promise is fulfilled efficiently
- Ad-to-Call Consistency: Ensure the value proposition in your ad copy (what you promise, e.g., "Schedule Today") is immediately addressed by the person who answers the phone. Any disconnect between the ad's promise and the on-call experience will severely reduce conversion rates.
- Response Time Management: Metrics like 20-second calls and 60-second calls are great indicators of genuine interest. However, they are only useful if you have the staffing in place to answer these calls instantly. A delayed response drastically lowers the lead quality derived from these direct-response ads.
To maximize performance, treat the answering process with the same strategic importance as the ad creation process.
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