Short answer
The best Meta ads tool depends on what is stopping you. If you know Ads Manager and have time, Meta's free tools are enough. If you need ads made and run for you, choose between an agency (most hands-off, highest cost) and a done-for-you app such as SocialMetis (plans and makes the ads; you approve). Optimisation platforms and creative tools mainly help people who already run campaigns.
Our bias, up front
SocialMetis makes one of the tools in this guide. We have kept the descriptions to what each kind of tool is for and who it suits, and left out prices, which change often. Check each tool's website before you choose.
The options at a glance
| Tool | What it is | Best for | Watch out for |
|---|---|---|---|
| Meta Ads Manager | Meta's own tool, on web and phone | Anyone who knows how ads work and has time | Many decisions; easy to make costly mistakes |
| Meta Advantage+ campaigns | Meta's automated campaigns inside Ads Manager | Accounts with clear goals and enough data | Less control; still needs good ads from you |
| Boost button | Turns a post into an ad | Getting a good post seen | Weak for leads and sales |
| AdEspresso (by Hootsuite) | Simplified campaign creation and A/B testing | Marketers who want structured testing | You still plan and make the ads |
| Madgicx and similar | Optimisation and audience platforms | E-commerce accounts with real spend and data | Built for media buyers, not first-timers |
| Creative tools (Canva, AI ad makers) | Make ad pictures and videos | Businesses that can run campaigns but lack design | Campaign setup is still on you |
| An agency | People who run ads for you | Larger budgets, shoots, many channels | Monthly fee on top of ad spend; check who owns the account |
| SocialMetis | An app that researches, plans, makes and checks the ads; you approve | Small and medium businesses that want the work done from a phone | Facebook and Instagram only today; Android only |
How to choose in two questions
- Do you know what to set in Ads Manager? If yes, start with Meta's free tools and add a creative tool if design is the bottleneck.
- Do you have time to make new ads every few weeks and read results? If no, pick a done-for-you option: an app if you are happy to approve drafts, an agency if you want none of it.
Questions people ask
Do I need a paid tool to run Meta ads?
No. Meta Ads Manager is free. Paid tools save time or add skills you do not have; they are worth it only if that time or skill is what is holding you back.
Which Meta ads tool is easiest for beginners?
One that makes the decisions for you and explains results in plain words. A done-for-you app or an agency is easiest; Ads Manager has the steepest learning curve.
Can I switch tools later?
Yes, as long as the ads run on your own ad account. Your campaigns, audiences and pixel data stay there whichever tool you use.