# Facebook and Instagram ads that learn from your pipeline

> Feed and Reels campaigns on Facebook and Instagram, Instant Forms created at publish, click-to-message ads, custom and lookalike audiences from consented contacts, and pipeline sent back through the Conversions API.

Meta’s targeting knows little about job titles, so Demander leans on what works for B2B there: first-party audiences, lookalikes of customers, Instant Forms and CRM outcomes sent back through the Conversions API. Campaigns are created paused in your own ad account.

## Objectives Demander sets

| Plan objective | Meta objective | Optimises for |
| --- | --- | --- |
| Awareness | Awareness | Reach |
| Traffic and retargeting | Traffic | Link clicks to your site |
| Engagement | Engagement | Post engagement |
| Video views | Engagement | ThruPlay |
| Leads on your site | Leads | A pixel event such as Lead, Complete registration or Schedule |
| Leads on an Instant Form | Leads | Leads on the form |
| Conversions | Sales | A pixel event matched to the conversion kind |
| Conversations | Engagement (Leads for WhatsApp leads) | Conversations in Messenger, Instagram Direct or WhatsApp |

Catalogue sales are not built, since they need a product catalogue. Pixel-optimised objectives need your pixel id in the connection.

## Formats and placements

Feed campaigns run image, video and carousel ads (up to 10 cards) on Facebook and Instagram. Reels campaigns use the Facebook and Instagram Reels placements and need a 9:16 video. Ads run as your Page, and as your Instagram account when one is linked.

Campaigns use Advantage campaign budget in your account currency, and ad sets targeting the EU carry the DSA beneficiary and payer. Political, electoral and social-issue ads have been unavailable in the EU since 6 October 2025, and B2B copy that touches regulation, ESG or labour topics can be rejected as a social issue, so those topics deserve a second look before launch.

## Lead forms and conversations

- **Instant Forms created at publish.** When an offer sends people to a form, Demander creates an Instant Form on your Page with the questions you chose, your privacy policy link and a thank-you URL, or attaches a form you already have. Meta rejects a form without a privacy policy URL, so Demander checks for one first.
- **Leads read back every 15 minutes.** Responses are polled from the form, recorded as conversions with the ad and campaign behind them, and forwarded to your [lead destinations](https://demander.to/platforms/lead-destinations/): CRM, Slack, a Google Sheet, a webhook or your form endpoint.
- **Click-to-message.** Ads can open a Messenger, Instagram Direct or WhatsApp conversation with a welcome message and ice breakers. Inside Meta’s 24-hour window Demander’s qualification flow can answer; a person takes over on request, and “stop” opts the person out.
- **Call button.** An offer with a phone destination gets Meta’s call button.

## Audiences

- **Custom audiences of consented contacts.** Stage lists and exclusion lists sync as custom audiences of SHA-256 hashed e-mails, only for contacts with explicit marketing consent who are not suppressed. Lists sync hourly as a diff and opted-out people are removed.
- **Retargeting by stage.** Feed campaigns show each list the ad for its next step. A list needs about 100 consented people before its campaign can launch.
- **Lookalikes.** Seeded from customers and consented contacts (at least 100 people), or from rule-based website and engagement audiences where nothing personal is uploaded. Sizes from 1 to 10 percent of a country.
- **Customers excluded.** Customers and accounts in sales are excluded from every acquisition campaign through excluded custom audiences.
- **Website visitors.** Audiences built by your Meta pixel are referenced by id. Demander never copies visitor data into them.

## Conversions API and bidding

An account moving into sales, a new opportunity, a won deal and the conversions you mark go to Meta’s Conversions API every hour. Each event carries the fbc value rebuilt from the fbclid and click time of a consented visit, a hashed e-mail only when the contact consented, and your own event id so Meta can deduplicate it against the pixel.

Meta’s lowest-cost bidding is the default. Demander-managed bids are a cost cap per result, or a bid cap on link-click ad sets, in the account’s minor currency units. Meta warns that caps can under-deliver and lengthen learning; clearing a cap returns the campaign to lowest cost.

## Access and approvals

- **What you do.** Sign in with Facebook and pick the business, the ad account, the Page and the Instagram account. Ad accounts owned by a Business portfolio are listed as well.
- **What Meta requires of Demander.** Managing other businesses’ ad accounts needs Business Verification and App Review for Advanced Access on each permission, plus the Full Marketing API access tier (at least 500 calls in 15 days with an error rate under 15 percent) for production rate limits. These approvals belong to Demander’s app; you apply for nothing.

> **Limits on Meta.** Job title and industry targeting on Meta is thin: free-text interests are matched through Meta’s targeting search and unmatched ones are dropped. Language targeting is not applied; the creative’s language and the countries do that work. Catalogue and Advantage+ shopping campaigns are not built.

## Questions

**Does Demander use Advantage+ audience?**

It is off by default. Meta still expands detailed targeting for link-click, landing-page-view and website-conversion goals, which is why office geofences on Meta run on the reach objective.

**Can leads from Instant Forms go straight to our CRM?**

Yes. Demander polls the form every 15 minutes and forwards each lead to the routes you set: your CRM, Slack, a Google Sheet, a webhook or your existing form endpoint. Only the fields the person filled in are forwarded.

**Do you upload prospect lists to Meta?**

Custom audiences hold only customers and consented contacts. A workspace owner can allow prospected people as lookalike seeds outside the EU, EEA, UK and Switzerland, with a recorded attestation; that is off by default.

**Does Demander also post to our Facebook Page and Instagram?**

Yes, through separate publishing permissions and only after approval. See [organic networks](https://demander.to/platforms/organic-networks/).

## Related

- [Paid campaigns](https://demander.to/features/paid-campaigns/)
- [Retargeting by stage](https://demander.to/features/retargeting/)
- [Organic networks](https://demander.to/platforms/organic-networks/)
- [Lead destinations](https://demander.to/platforms/lead-destinations/)
- [Offline conversions](https://demander.to/resources/offline-conversions/)

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Source: https://demander.to/platforms/meta/ · Demander · reviewed 2026-10-02