How to write ad copy, URLs and CTAs

The Text & Creative Setup step is where you write the words your ad shows and tell it where to send people. Everything you enter here applies to every ad in the launch, so you only write your copy once. For where this step sits in the flow, see Understanding the bulk launch wizard steps.

Adding primary texts, headlines and a description

The Ad copy section holds the three pieces of text Meta shows on an ad:

• Primary Text — the main body copy above your creative.
• Headlines — the bold line shown near the call-to-action button.
• Description — the supporting line below the headline.

To add more than one option for primary text or headlines:

1. Click Add variant in the Primary Text or Headlines card.
2. Type your alternative copy in the new field.
3. To delete a variant, click the X next to it.

You can add up to 5 variants each of primary text and headlines. When you provide more than one, Meta optimizes between them and serves the best performer. The description is a single field.

You must fill in at least one primary text, one headline, and a description before you can continue. Not sure what to write? Let uplads draft it for you — see How to generate ad copy with AI. If AI Vision generated unique copy per creative, a creative switcher appears at the top of this section so you can review and edit each ad's text individually, or click Use one copy for all to go back to a single shared copy.

Want to reuse this copy on future launches? See How to save and reuse ad copy templates.

Setting the destination URL and UTM tags

In the Link & button section:

1. Enter your Destination URL — the landing page the ad links to (for example https://example.com). This field is required.
2. Optionally add URL Tags (UTM) to append tracking parameters, such as utm_source=meta&utm_medium=paid. Enter them without the leading ? — uplads attaches them to your destination URL.

Choosing a call-to-action button

Use the Call to Action dropdown to pick the button shown on your ad, such as Learn More, Shop Now, Sign Up, or Book Now. You can also choose No Button.

The available buttons depend on the campaign objective you selected in targeting. For example, a sales campaign offers Buy Now and Order Now, while a traffic campaign offers Watch More. If you switch objectives and your current button isn't allowed, uplads automatically falls back to Learn More (or the first valid option).

Landing page and Instagram account for IG promotion

The Instagram account your ads run from (the Instagram Actor) is set earlier, in the targeting step, alongside your Facebook Page — see How to select your Page, campaign and ad sets. The Destination URL you enter here is the landing page for the link.

If you turn on Multi-language (Dynamic Language Optimization) under Optional enhancements, each language can carry its own landing page; any language you leave blank falls back to the base Destination URL above. See How to launch multi-language (DLO) ads.

When the Text step is skipped

uplads skips this step entirely in two cases, because there's no copy for you to author:

• Relaunching existing ads — the relaunch reuses each original ad's copy as-is. See How to relaunch existing Facebook ads.
• Partnership / Spark ads — the ad runs from a creator's existing post, which already has its own caption. See How to launch partnership / Spark ads with a creator's post.

In both cases the wizard jumps straight from targeting to the next step.

When you're done, click Continue to move on to naming and review.