Technical Guide for Creating "Click to WhatsApp" Ads with Meta Ads

Prerequisites

1. Active WhatsApp Business Account: although the app version can be used, to scale and automate, it is recommended to operate with the WhatsApp Business API, which allows advanced integrations, Meta-approved templates, and automation features.
   

2. Linked Facebook Page: it is mandatory that the fanpage is connected with the WhatsApp number that will be used in the ads. This authenticates the business’s legitimacy to the advertising platform.

3. Active Ad Account: it must have a valid payment method, administrator permissions, and no penalties limiting its usage.

4. Verified and Linked WhatsApp Number: the number must be verified in the Meta Business Manager and correctly associated with the fanpage and Business Manager.

Having these prerequisites allows you to avoid technical errors, ensure ad approval, and gain data traceability.

Campaign Setup

1. Access the Ads Manager

2. Select the Objective

• Engagement: optimizes delivery to generate the highest number of conversations started. It is most suitable when the goal is to establish direct contact from the first click.

• Traffic: prioritizes the number of clicks, without guaranteeing the start of a conversation. It can be useful in exploration stages.

• Leads: combines WhatsApp with instant forms to capture data.

• Conversions: ideal for advanced sales or registration processes with event tracking.
  

3. Defining the Budget

A daily or total budget can be defined. It is recommended to estimate a cost per conversation and monitor performance through automated spending rules.

4. Setting Up the Ad Set

• Select the previously linked fanpage.

• Define the optimization for "Conversations started" or "Link clicks," depending on the objective.

• Connect the verified WhatsApp number (manually entering a number is not allowed).
  

5. Select Channel and Audience

Segmentation should be aligned with the sales funnel stage. Options include:

• Geographic location

• Interests and behaviors

• Custom segments (e.g., previous customer lists)
  

It is important to review the size and quality of the audience to avoid high costs from ineffective impressions.

6. Set the Campaign's Calendar and Budget

This allows you to define a specific activity period or keep the campaign running indefinitely. It is recommended to align this setting with the duration of promotions or conversion windows.

7. Creating the Ad

Key aspects:

• Visual format: image, carousel, short video.

• Text: should be direct and focused on the benefit to the user.

• WhatsApp message template: pre-filled text the user will send when clicking. Example: "Hello, I would like more information about [product/service]."
  

8. Publishing the Campaign

9. Monitoring and Key Metrics

• Click-through rate (CTR)

• Conversations initiated

• Cost per conversation

• CPC and CPM

• Distribution by location and device

Continuous analysis allows for dynamic adjustments to audiences, creatives, and budgets.

Common Mistakes and Recommendations

1. Incompatible objective: choosing a misaligned objective may reduce the conversation rate.

1. Unverified or incorrectly linked number: prevents the ad from being published.
   

2. Incorrect number assignment: directing the conversation to the wrong team (e.g., support instead of sales).

3. Unbalanced segmentation: too broad (irrelevant traffic) or too narrow (loss of reach).

4. Unadapted format or location: may reduce ad visibility.

5. Missing default initial message: creates friction in starting the conversation.

6. Response delay: reduces conversion chances. It is recommended to use chatbots or automatic assignment rules.

Avoiding these mistakes helps maximize the investment and generate quality conversations that can be scaled within a customer service or sales strategy.