Mastering Partnership Ads on Meta: A Step-by-Step Guide for Brands

What Are Partnership Ads on Meta?

Partnership ads are collaborative ad campaigns that allow brands or influencers to run ads directly from a partner's page or account. They’re designed to leverage the trust and engagement already built by a partner, whether that’s an influencer, brand collaborator, or UGC creator.

Examples of Partnership Ads Use Cases:

• Influencer collaborations: A brand partners with an influencer, and the ad is shown under the influencer’s account to boost authenticity.
• Brand co-marketing: Two complementary brands team up and promote products in one ad, using each other’s audiences.
• Creator-led UGC campaigns: Brands amplify creator-generated content (CGC) directly from the creator's account.

Performance Benefits of Partnership Ads on Meta

1. Increased Trust & Engagement
   Partnership ads come from a partner’s handle or page, making them feel more authentic and trusted by their audience. This trust translates into higher engagement rates, especially when working with influencers or content creators.
2. Better Targeting through Audience Overlap
   Brands can tap into new, highly relevant audiences by accessing the partner’s followers and fans. This expands reach while maintaining precision targeting.
3. Higher Ad Performance & ROAS
   By leveraging UGC or influencer-generated content, partnership ads often drive better click-through rates (CTR) and conversion rates, reducing cost per result and improving return on ad spend (ROAS).
4. Optimized for Social Proof
   Ads that feature social proof, such as influencer content or reviews, are known to perform better. Meta’s partnership ads help brands integrate social validation seamlessly into their campaigns.

_______________________________________________________

How to Launch Partnership Ads on Meta: A Step-by-Step Guide

Step 1: Choose Your Partner

Identify the influencer, creator, or brand you want to collaborate with. Look for partners whose audiences overlap with yours and align with your brand’s values.

Step 2: Get Access to the Partner’s Assets

For the ad to run through a partner's handle or page, the partner must grant your business access to their page or Instagram account in Meta Business Manager. Here's how:

1. Go to Meta Business Manager.
2. Navigate to Business Settings > Accounts > Pages.
3. Select Add People or Partners and enter your partner's Business ID.
4. Ensure that you request "Advertiser Access" for their assets.

The partner will need to approve the request before you can proceed.

Step 3: Set Up the Campaign

Now that you have the required access, it’s time to build the ad campaign in Meta Ads Manager. Follow these steps:

1. Open Meta Ads Manager and click Create Campaign.
2. Select a Campaign Objective (e.g., Conversions, Brand Awareness, Engagement).
3. In the Ad Set level, configure your audience, placements, and budget.
4. Choose the Partner’s Handle or Page: When you reach the ad creation stage, select Use Existing Post or Create New Ad. Make sure you choose the partner’s page or Instagram account as the Ad Identity.

Step 4: Craft Your Creative Content

• Use UGC or Creator Content: If working with a creator, integrate their UGC directly into the ad.
• Add Clear CTAs: Ensure your call-to-action aligns with the campaign objective (e.g., "Shop Now," "Learn More").

Step 5: Set Tracking & Pixel

Make sure to add your Meta Pixel to track conversions and optimize performance. This is crucial for retargeting audiences and measuring the ad’s impact.

1. In Ads Manager, click Tracking at the bottom of the ad set level.
2. Choose your Pixel ID to ensure your campaign tracks all relevant actions.

Step 6: Launch and Monitor the Campaign

Once everything is in place, publish the campaign and monitor its performance. Use Meta Ads Manager reporting tools to track key metrics, such as CTR, ROAS, and conversions. Adjust your targeting or creative if necessary to optimize performance.

Pro Tips for Successful Partnership Ads

1. Focus on Authenticity: Avoid over-polished creatives. Use UGC-style content that feels genuine to the partner’s audience.
2. Leverage A/B Testing: Run split tests with different creatives or targeting strategies to find the most effective combination.
3. Use Custom Audiences: Retarget people who engage with the partnership ad for better conversions.
4. Maintain Clear Communication with Partners: Ensure that both parties are aligned on objectives, deliverables, and performance expectations.

‍