If you’re planning to run Facebook or Instagram ads for your business, one of the first steps is setting up a Meta Ad Account and connecting it to your Business Portfolio. While the process isn’t difficult, there are several steps involved, and setting things up correctly from the start can save time and headaches later.
Whether you’re planning to manage your advertising in-house or work with a marketing agency, here’s everything you need to know about creating a Meta Ad Account and adding it to your Business Portfolio.
What Is a Meta Ad Account?
A Meta Ad Account is the account used to create, manage, and pay for advertising across Facebook, Instagram, Messenger, and Meta’s Audience Network.
Your ad account stores:
- Advertising campaigns
- Billing information
- Payment methods
- Audience data
- Pixel and tracking information
- Advertising history and performance metrics
Every business that wants to advertise on Facebook or Instagram needs at least one ad account.
What Is a Meta Business Portfolio?
A Business Portfolio (formerly known as Meta Business Manager) is a central hub that allows businesses to manage their digital assets in one place.
Your Business Portfolio can include:
- Facebook Pages
- Instagram Accounts
- Ad Accounts
- Pixels
- Catalogs
- Apps
- Team Members and Permissions
Think of it as the organizational structure that keeps your business assets secure and accessible to the right people.
Why Use a Business Portfolio?
Many business owners start boosting posts directly from Facebook or Instagram. While this may seem convenient, it often creates problems later when agencies, employees, or contractors need access.
A Business Portfolio provides:
Better Security
You can control who has access and what permissions they receive without sharing personal login credentials.
Easier Team Collaboration
Employees, marketing agencies, and freelancers can be granted specific access levels.
Asset Ownership
Your business retains ownership of advertising assets even if staff members leave.
Advanced Advertising Features
Many advertising tools and reporting features require a properly configured Business Portfolio.
Step 1: Create a Meta Business Portfolio
If you don’t already have one, you’ll need to create a Business Portfolio first. If you already have one, you may skip ahead to Step 2.
- Log into your Facebook account.
- Visit Meta Business Manager.
- Click Create Account.
- Enter:
- Business Name
- Your Name
- Business Email Address
- Follow the prompts to complete setup.
Once complete, you’ll have access to your Business Portfolio dashboard.
Step 2: Create a New Ad Account
After your Business Portfolio is established:
- Open Business Settings.
- Select Accounts from the left menu.
- Click Ad Accounts.
- Click the Add button.
- Select Create a New Ad Account.
You will then be asked to enter:
Ad Account Name
Choose a name that clearly identifies the business or purpose.
Examples:
- ABC Company Main Ad Account
- XYZ Marketing Account
- Spring Campaign Ads
Time Zone
Select the time zone where your business operates.
Be careful—changing time zones later can be difficult or impossible in some cases.
Currency
Choose the currency you’ll use for billing and reporting.
Again, this selection is often permanent.
Business Use
Select whether the account will be used for:
- Your own business
- Another business or client
Most business owners will select their own business.
Step 3: Assign People and Permissions
Next, you’ll determine who can access the ad account.
Meta allows several permission levels, including:
Admin Access
Admins can:
- Manage campaigns
- Add users
- Edit settings
- Manage billing
If you’re working with CGC, we’ll ask for you to add diane@thecallangrp.com here as an admin.
Employee Access
Employees can:
- Create ads
- Manage campaigns
- View reporting
Choose permissions carefully to maintain account security.
Step 4: Add a Payment Method
Before running advertisements, you’ll need to add billing information.
Navigate to:
Billing & Payments
Then add:
- Credit card
- Debit card
- PayPal (where available)
- Other approved payment methods
Having a valid payment method is required before ads can begin running.
How to Add an Existing Ad Account to Your Business Portfolio
Sometimes a business already has an ad account and simply needs to connect it to a Business Portfolio.
To do this:
- Open Business Settings.
- Select Ad Accounts.
- Click Add.
- Choose Add an Ad Account.
- Enter the Ad Account ID.
The ad account will then become part of your Business Portfolio.
Important Note
An ad account can only belong to one Business Portfolio.
If another Business Portfolio already owns the account, additional steps may be required to gain access.
Why Proper Setup Matters
A properly configured Business Portfolio and Ad Account make advertising management easier, safer, and more scalable. Whether you’re spending $100 per month or managing large advertising campaigns, having the right foundation in place helps avoid common access issues and protects your business assets.
By taking the time to set up your Meta advertising infrastructure correctly, you’ll be better prepared to run effective Facebook and Instagram campaigns while maintaining full control of your digital marketing assets.
Need Help Managing Your Meta Advertising?
At Callan Group Communications, we help businesses navigate the ever-changing world of digital marketing. From setting up Meta Business Portfolios and Ad Accounts to managing advertising campaigns, email marketing, social media, and website strategy, our team can help you build a strong digital foundation that supports long-term growth.
Contact Callan Group Communications today to learn how we can help you maximize your online marketing efforts and get more from your advertising investment
