Help
Everything about launching with Launchpad on one page.
- Getting started
- Connecting Meta
- Naming your files
- Copy and variations
- Ad names and UTMs
- Meta’s AI enhancements
- Destinations and ad types
- Creators and partnership ads
- Client approval
- Results and winners
- Plans and limits
- When something fails
Getting started
- Connect Meta (Launch → Connect Meta).
- Set your naming convention and UTM once (Launch → Defaults). An ad account can have its own defaults.
- New launch → pick the ad account, page, campaign and ad sets (or copy an ad set or the campaign).
- Drop your finished ads. They group into ads by file name.
- Write the copy once, check the preview, share the approval link, launch. Ads go in paused unless you pick Active.
Connecting Meta
Use “Continue with Facebook” and allow all current and future ad accounts, pages and Instagram accounts, so new ones show up without reconnecting. Launch needs ads management; read-only connections can plan and preview but not launch. Meta logins expire after about 60 days: we warn you a week before.
Naming your files
Sizes of one ad join when the names match once the size tag is removed, the file type is the same and each size fits a different placement (max 3: story, feed, horizontal). The tag must stand on its own, separated by a space, _ or - or in brackets.
| Placement | Tags that work |
|---|---|
| Story / Reels | 9x16, 9:16, 9_16, 9-16, 9.16, (916), 1080x1920, story, stories, reel, reels, vertical |
| Feed | 1x1, 1:1, 1.1, (11), 4x5, 4:5, 4.5, (45), 1080x1080, 1080x1350, square, feed, post, ig |
| Horizontal | 16x9, 16:9, 1.91:1, 1.91, (169), 1920x1080, 1200x628, landscape, horizontal, wide |
Works: hook1_4x5.mp4 + hook1_9x16.mp4, PA26-9.16-Benilda.jpg + PA26-1.1-Benilda.jpg. Does not: campaign1.1test.jpg (tag inside a word), creative-1024x768.jpg (unsupported size). Two files with exactly the same name and no tag group by their real pixel size.
Carousels: add card 1, card_2 … (or kort 1) with the same beginning: summer_sale_card_1.jpg, summer_sale_card_2.jpg. 2–10 cards, one media type; a card can have a feed and a story version (card_1_9x16).
Languages (turn on Language ads first): hero_DK.jpg, hero_SE.jpg, banner-danish.png, ad (dk).jpg. Same name, same media type, 2+ languages become one ad.
Not what you wanted? Drag a file onto another ad, use Carousel ad / Flex ad to build one by hand, or Ungroup all.
Copy and variations
Write up to 5 primary texts, headlines and descriptions for the whole batch; Meta rotates them per person. Change one ad under Edit: the fields you change there stay that ad’s own. Ads with several sizes use the first text (a Meta rule). “Write with AI” uses your own Anthropic key.
Ad names and UTMs
Tokens: {type} (IMG, VID, CAR, FLEX, POST, ORG, PART, LANG, all editable), {file} (file name without size tag), {date:YYYYMMDD}, {date:MM/DD}, {week}, {nn} (counter), {campaign}, {adset}. Anything else stays as typed, so a word like COUNTRY works as a custom field: fill it per launch with Edit names → Find & replace.
UTMs are one string added by Meta at click time, e.g. utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}.
Meta’s AI enhancements
Every enhancement you leave off is sent as off on every ad, so Meta cannot switch music, filters, text rewrites or crops back on. If you turn any AI enhancement on, Meta requires the ads to start paused.
Destinations and ad types
Website, instant form (the ad set must be an instant-form ad set and use the same page), app (store link and deep link), event and instant experience. Types: image, video, sizes placed per placement, carousel, flex, language, existing posts (Facebook and Instagram), creator posts. Ad-level start and end times only work in Sales and App promotion campaigns; elsewhere set dates on the ad set.
Creators and partnership ads
Paste creators’ partnership ad codes (Creator ad codes) to run their own post with your brand as partner, or pick an approved creator as co-sender on your new ads. The creator must have approved your brand in Instagram. Launch checks each code before launching.
Client approval
Share preview link gives one link (also for several launches) where your client sees each ad in feed and reels, every text variation, and approves or asks for changes per ad. No login. You get an alert and an email. Launch only the approved ads with one click.
Results and winners
Launched batches show spend, ROAS, CPA, purchases, link CTR, hook rate and hold rate per ad, refreshed daily and on demand. Ads that beat the launch average are marked Winner; Relaunch winners puts them into a new draft on their existing posts, so likes and comments carry over. Relaunch can also send the same batch into another ad account.
Plans and limits
Priced by the ad accounts you launch to in a calendar month (an account counts until the month ends). Free: 3 ad accounts and 50 ads in total. Paid plans have unlimited ads, launches and team members; extra ad accounts can be added. Cancel any time in the billing portal.
When something fails
- Video stuck on “Processing video”: Meta is still encoding it; it continues by itself. HEVC files fail: export as H.264 MP4.
- “Meta asked us to slow down”: the launch pauses and continues on its own (also if you close the page).
- Stopped before launch with “Check before launching”: the destination does not fit the ad set (e.g. lead ads into a website ad set). Pick another ad set or destination.
- A page, Instagram account or ad account is missing: reconnect Meta and include it (“Edit previous settings”).
- Failed ads: the reason is shown per ad; fix it and press Retry failed. Nothing is created twice.