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Ad Sets is the second step of the launch wizard. Each ad set defines who sees your ads and how they’re delivered.

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Audience Templates

Instead of building targeting from scratch every time, AdStellar uses audience templates — saved targeting configurations that you can reuse across launches. Click Add Audiences to open the template drawer. Select one or more templates, and each template creates one or more ad sets in your campaign.
Build your audience templates in advance from the Templates section. This keeps your launch flow fast and your targeting consistent.

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Ad Set Naming

Each ad set gets a name based on a naming pattern with dynamic tokens. For example: {audience_template_name} | {locations} | {age} becomes US Lookalike 1% | USA | 25-34 See all available tokens →

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Budget (ABO Only)

When Advantage Campaign Budget (CBO) is off, you set the budget for each ad set individually. This gives you direct control over how much each audience segment spends. When CBO is on, this section is hidden — Meta handles distribution automatically.

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Conversion Settings

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Conversion Location

Where do you want conversions to happen?
  • Website — Track conversions on your site via Meta Pixel.
  • Instant Forms — Collect leads directly in Facebook/Instagram without leaving the app.

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Pixel & Conversion Event

Select your Meta Pixel and the specific conversion event you want to optimize for (e.g., Purchase, Lead, Add to Cart).
Your pixel must be installed and firing events on your website for conversion tracking to work. Verify in Meta Events Manager.

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Optimization Goal

The optimization goal tells Meta what to prioritize. Available options depend on your campaign objective:
  • Leads objective → Maximize leads, lead form submissions
  • Sales objective → Maximize conversions, value
  • Traffic objective → Maximize link clicks, landing page views

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Advantage Audience

Toggle Advantage Audience to let Meta’s AI expand your targeting beyond the audience you defined. Meta uses your template as a starting signal but will reach additional people it predicts will convert.
Advantage Audience can improve performance, but it loosens your targeting control. Test it against strict targeting to see what works best for your account.

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Schedule

Set when your ad sets run:
  • Continuous — Starts immediately and runs until you pause or stop it.
  • Date Range — Set specific start and end dates with optional time-of-day controls.

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Placements

Choose where your ads appear across Meta’s network. Options include Facebook Feed, Instagram Feed, Stories, Reels, Audience Network, and more. Use Advantage+ Placements to let Meta auto-optimize placement distribution, or manually select specific placements.

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Attribution Windows

The attribution window defines how long after an ad interaction Meta credits a conversion. Common options:
  • 1-day click — Conversions within 1 day of clicking the ad.
  • 7-day click — Conversions within 7 days of clicking.
  • 1-day click, 1-day view — Includes view-through conversions.
Shorter windows give more conservative reporting. Longer windows capture more conversions but may include actions less directly tied to your ad.