"Ad Creation" Automation (Start)
The "Ad Creation" automation is essentially a tireless assistant that continuously monitors new posts published on your Facebook and Instagram pages. If a post meets your previously configured criteria (e.g., it gets an outstanding number of likes or reach), the system launches an advertising campaign from it in Meta entirely on its own, without human intervention. This saves you a huge amount of manual work while ensuring that your most successful organic content immediately gets automated advertising support.
Step 1 - General Settings
Automation Name
The automation name helps with clarity. This is the name displayed in the automations list, and it also serves as the starting point when generating the campaign name. Choose a clear, descriptive name (for example: "Summer Sale - FB - Traffic").
Campaign Objective
The campaign objective determines what the Meta advertising system optimizes for. This setting cannot be changed after the campaign has started.
| Objective | When to choose? |
|---|---|
| Awareness | Brand recognition, when reach and impressions are the goal |
| Traffic | Acquiring website visitors |
| Engagement | Increasing post interactions, page likes |
| Leads | Lead generation forms, messages |
| App Promotion | Mobile app downloads, activity |
| Sales | Conversion, purchases, ROAS optimization |
AI Assist 🤖
Infinite∞Ai acts as a built-in safety net to ensure no ad violating Meta policies or with expired content gets launched. You can read about each feature on the following pages:
Notifications and Activity Management
In this section, you can configure how autonomously the system operates. You can specify team members who receive email notifications about successful actions, or by enabling Activity Management, you can require human approval for the automation's steps.
If you enable approval, the system will not launch any ad until someone on the team has accepted it. You can read more about how the approval process works on the Notifications and Activity Management and Waiting List pages.
Ad Account
Select the Meta ad account in which the ads will run. If you manage multiple accounts, this setting is critical: billing and campaigns always belong to the selected account. The ad account cannot be changed after the automation is created.
Source
The source specifies which Facebook page or Instagram profile's posts should be used to create ads.
Filters
Here you can specify exactly what content the automation monitors and when to take action:
- Post type: You can narrow down the format of posts to be processed (e.g., only Instagram Reels, or exclude albums).
- Condition set: The conditions for triggering the automation (e.g., organic reach, number of likes, post age). When these metrics are met, the system performs the configured action.
You can find the detailed description of filters and the list of available fields and operators on the Filters and Condition System page.
Practical examples for "Ad Creation" automation:
- "Reach > 300
ANDPost age < 3 days" - only advertise posts that are also attractive organically. - "Post age > 2 days" - don't advertise new posts immediately, let them demonstrate their organic appeal first.
- "Likes > 20" - only posts that have collected sufficient interaction should be advertised.
Step 2 - Campaign Settings
Campaign Name
Based on the automation name, the system automatically generates a campaign name, which by default starts with the [Infinite.ad] prefix. You can set a custom name prefix to more easily identify campaigns in the Meta Ads Manager.
Budget (Optional)
In this step, you have the option to enable the campaign-level budget (Advantage Campaign Budget). If you enable this, you need to provide the daily or lifetime amount here, which Meta's algorithm will automatically distribute among the best-performing ad sets.
When setting the budget, you can choose between two types:
- Daily budget: the maximum amount to be spent on a given day. Meta manages the budget day by day.
- Lifetime budget: the maximum amount to be spent over the entire campaign run.
You can read more about how campaign-level budgets work in Meta's documentation.
Important: This setting is optional. If you don't choose a campaign-level budget here, you need to provide the budget per ad set in the next (step 3).
Special Ad Categories
If your ads relate to credit, housing rental/purchase, employment, politics, or social/societal issues, Meta requires these to be declared. If you enable this setting, you must specify the category and the affected countries.
You can read more about special ad categories and their use in Meta's documentation.
Important: This setting cannot be changed after the automation is created, and it restricts certain targeting options.
Step 3 - Ad Set Settings
Ad Set Name
You can generate the ad set name using dynamic macros. The default template includes the date and a portion of the post text, so you can clearly identify each created ad set.
Conversion Setup
For conversion campaigns, here you specify what the ad set should optimize for (e.g., website, app, Instagram profile). You can set the optimization goal and pixel event here.
Target Audience
You can choose between two audience settings:
- Saved audience: choose from audiences pre-created in the ad account.
- Custom audience: you can specify custom audiences to include in targeting, and exclude unwanted segments.
If Advantage+ audience is enabled, Meta treats the provided targeting parameters as a starting point and automatically expands reach for the best results.
You can find more information about how Advantage+ audience works in Meta's documentation.
Demographic Targeting
You can specify the target audience's:
- Age (minimum and maximum age),
- Gender (All / Men / Women).
Location-Based Targeting (Geotargeting)
You can specify in which countries, cities, or regions the ad should appear. You can set both targeted and excluded areas.
Budget
If you did not enable the campaign-level budget in the previous step, here in step 3 you must specify how much money (daily or lifetime budget) you want to allocate to each created ad set.
When setting the budget, you can choose between two types:
- Daily budget: the maximum amount to be spent on a given day per ad set. Meta manages the budget day by day.
- Lifetime budget: the maximum amount to be spent over the entire campaign run.
You can read more about how ad set-level budgets work in Meta's documentation.
Tip - Max active ads: Optionally, you can also specify here the maximum number of active ads that can run from this automation at the same time. This is an extremely useful safety limit: it prevents too many ads from launching in case of a sudden post flood (when many posts meet your conditions at once), which would exhaust your budget too quickly.
Attribution Window
The attribution setting determines within what time window Meta credits a click or view to a conversion. For example: 7-day click + 1-day view.
This affects ROAS calculations and conversion statistics; for meaningful comparison, it's important to use the same attribution window for all campaigns.
You can learn more about attribution settings in Meta's documentation.
Beneficiary and Payer (DSA)
For ads targeted to the European Union, as of July 10, 2023, it is mandatory to provide:
- Beneficiary: the name of the person or organization that benefits from the ad's content (e.g., the company name).
- Payer: the name of the person who pays for the ad's costs (if different from the beneficiary).
You can read about the background of this in Meta's documentation.
Ad Placement
You can choose between two options:
- Automatic (Advantage+): Meta decides where the ad appears (Facebook Feed, Instagram Feed, Reels, Stories, etc.) for the best results.
- Manual: you specify exactly which platforms and ad placement formats the ad should run on.
Automatic placement generally delivers cheaper results because Meta optimizes. Manual placement may be needed when you want to focus on a specific format (e.g., only Instagram Reels) or surface.
You can find detailed information about ad placement in Meta's documentation.
Step 4 - Ad Settings
Ad Creation Method
You can define how the automation creates the ad from the post:
- Boost original post: the existing organic post is advertised; interactions (likes, comments) appear on the post.
- Create new ad creative: Infinite∞Ad creates an independent ad creative from the post's content; interactions occur on the ad, not on the original post.
For Engagement campaign objectives, only the Boost original post option is available, because for this objective it is desirable for interactions (likes, comments, shares) to accumulate on the original post.
For Page Like, App Promotion, and Leads campaign objectives, only the Create new ad creative option is available.
AI-Based Ad Creative Generation ✨
When choosing the Create new ad creative mode, Infinite∞Ai can automatically produce up to 5 different ad variations from a single post — without human intervention. From these, Meta's algorithm selects the best-performing version based on real performance data. You can learn more about this feature on the Ad Creative Generation page.
Meta Advantage+ Creative Features
By enabling Advantage+ creative features, Meta can automatically optimize the visual elements of your ad: brightness enhancement, aspect ratio adjustment, text placement modification, etc. Enabling these is recommended if you trust Meta's optimization; disabling them is appropriate if you want to maintain a precise brand image.
Advantage+ Creative features are only available when you have selected the "Create new ad creative" option as the ad creation method.
You can read more about Advantage+ Creative features in Meta's documentation.
Ad Content Source
For sales campaigns, here you can specify which product catalog and product set the ad should draw from. Catalog-based ads dynamically load product data (image, price, description), so you don't need to create a separate ad for each product.
You can read more about product catalog ads in Meta's documentation.
The Ad Content Source block only appears for automations with the Sales campaign objective.
Lead Generation Forms
For lead generation ads, here you can select which previously created lead collection form should appear on the ad. The form collects lead data directly within Meta — the user doesn't have to leave the platform.
You can read more about creating lead generation ads and managing forms in Meta's documentation.
The Lead Generation Forms block only appears for automations with the Leads campaign objective.
Call-to-Action (CTA) Button
You can select what button appears on the ad (e.g., "Learn More", "Shop Now"). If you set a CTA button, you must also provide a Destination URL where users will land after clicking.
Tip - Smart URL feature: If the post you want to advertise already contains a link in its text, enabling the Smart URL feature will cause the system to automatically detect it and use it as the CTA button's destination. You can read more about the feature on the Smart URL Feature page.
If you have delegated the CTA button type selection to the AI, the button type cannot be selected manually.
You can read more about call-to-action buttons in Meta's documentation.
Site Links
With site links, you can add extra links below your ad that point directly to specific pages of your website (e.g., specific products, categories, offers). This increases the clickability of the ad and helps users reach relevant content faster.
The feature is only available in the "Create new ad creative" ad creation mode, and only for campaigns using eligible campaign objectives.
You can read more about how site links work in Meta's documentation.
Tracking
In the Tracking settings, you can specify which pixel or app event the system uses to measure conversions. This is typically the Meta Pixel ID associated with the ad account.
URL Parameters
With URL parameters (e.g., UTM tags), you can distinguish advertising traffic from other traffic sources in your analytics system. You can also use dynamic macros among the parameters.
For example: utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}.
You can find details about the usefulness of URL parameters in Meta's documentation.
After creation, the automation is saved in inactive state by default — it does not start working immediately. To start the automation and have it perform its task, you need to activate it.
You can read about activating and deactivating automations on the Automation Details page.