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When special ad categories apply

Meta requires advertisers to declare a special ad category when ads relate to housing, employment, credit or other financial products, or social issues, elections and politics. Declaring it limits targeting: age, gender and ZIP code targeting are restricted, some detailed targeting options are removed, and lookalike audiences are replaced by a more limited option.

This catches some B2B advertisers by surprise. A recruiting agency, a lender to small businesses or a property management company may fall into a category even though they sell to businesses. LinkedIn has its own advertising policies for similar areas.

A provider should ask about this at the start, because a campaign set up in the wrong category can be rejected or restricted. Whether an offer falls in a category is ultimately your call, ideally checked with your own counsel.

Creative and copy formats in rotation

Paid social runs on creative, and creative wears out. Part of the work is keeping a steady supply in the formats each platform supports.

• Single image ads, the simplest to produce and test.
• Short video, often with captions, since many people watch with sound off.
• Carousels, a few cards that can walk through steps or services.
• Document ads on LinkedIn, which let people page through a guide in the feed.
• Text and conversation ads on LinkedIn for some offers.

Copy matters as much as the visual. The first line of primary text, the headline and the call-to-action button each get tested. Ask the provider whether they produce creative themselves, adapt what you supply, or brief a designer.

Who owns the business portfolio and ad accounts

On Meta, your Facebook Page, Instagram account, ad account, pixel and customer lists live in a business portfolio, which Meta used to call Business Manager. That portfolio should belong to your business, with at least two people from your company as admins. A provider is added as a partner with the permissions it needs.

On LinkedIn, the Campaign Manager ad account and Company Page should likewise be yours, with the provider added as a user at a chosen role.

If a provider builds everything inside its own portfolio, the pixel history, audiences and lead form data may not come with you when you leave. Settle ownership in writing before setup starts, and keep billing on your own payment method.

Questions about paid social campaigns

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