Meta Ads (Click-to-WhatsApp)

Meta Ads lets you run Facebook and Instagram ads whose button opens a WhatsApp chat with your business, straight from Apolaris. The AI writes the ad from your own services and offer, your WhatsApp assistant answers everyone who writes from it — already knowing which ad they tapped — and every chat is followed to the booking it produced and the money that visit brought in.

You'll find it under Marketing / Growth → Meta Ads in the sidebar.

What it does

• Creates the campaign for you. Pick a goal (fill empty slots, promote a service, get new clients, launch a branch), the branch and the services; the AI drafts the ad text, headline, the greeting people see when WhatsApp opens and the message they send. You review, pick an image and publish.
• Hands every chat to your assistant with context. When someone taps the ad and writes, the WhatsApp assistant is told which ad it was, which services it promotes and the exact offer you stand behind — so it offers times instead of asking "how can I help?".
• Measures what matters to a salon. Chats, engaged leads, bookings, the revenue of the visits they became, the cost per booking and your return on ad spend — per campaign and per branch.

Before you start

1. Your WhatsApp number is linked to your Facebook Page. Click-to-WhatsApp ads open the number linked to the Page the ad runs as (Page settings → Linked accounts → WhatsApp). Apolaris checks this before publishing.
2. Your Meta ad account has a payment method. Meta charges the ads to it directly.
3. Someone with the Create and run Meta Ads campaigns permission connects the account (managers always can). Connecting is organization-wide, so it needs a manager or a user with access to all branches.

Connect your Meta business

Open Meta Ads → Connection and press Connect with Facebook. Meta's own window opens: log in, choose your business, and pick what to share — the ad account, the Facebook Page, its Instagram account and, optionally, your WhatsApp number and a dataset for reporting results. Apolaris never sees your Facebook password, and you can remove its access at any time from Meta's Business settings → Integrations.

After connecting, the page shows what was linked and which permissions Meta granted. If you have several ad accounts or Pages, choose the ones the ads should use. Under Rules you can:

• set a maximum daily budget per campaign — a safety net nobody can exceed from Apolaris;
• choose how many days after the tap a booking still counts for the ad (28 by default);
• switch on reporting results to Meta (see below).

Chats from your ads are recorded even before you connect — Apolaris reads the ad information WhatsApp attaches to the first message. Connecting adds the ad names, the spend and the ability to create and steer campaigns.

Create a campaign

Meta Ads → Create walks you through six short steps. Everything is saved as a draft as you go.

Step	What you decide
Goal	What the campaign is for. It shapes the text, the audience and the budget we suggest.
Offer	The branch, the WhatsApp number, the services and — optionally — the offer, written exactly as you will honour it. Neither the ad nor the assistant ever promises more.
Ad	Press Write it with AI, then edit the text, headline, greeting and the message people send (or up to four tappable questions). Choose an image from your website gallery or upload one. The preview on the right shows the Facebook post and the WhatsApp chat it opens.
Audience & budget	The distance around the branch, a minimum age (18 or more for cosmetic treatments), the daily budget and the dates. With Let Meta find the best people nearby on, Meta learns who books and shows the ad to more people like them.
Assistant	Extra instructions for the WhatsApp assistant, an optional conversation flow or customer journey for these chats, and calendar-aware pausing.
Publish	Apolaris checks everything against Meta's rules first. Confirm the daily budget and choose Publish and start or Publish paused.

Meta reviews every new ad, usually within a few hours. The campaign page shows the review status and, if an ad is rejected, Meta's reason. You can pause, resume and change the budget at any time; every change is recorded with who made it.

When someone writes from an ad

• The WhatsApp assistant's first reply already knows the ad, its services and the offer. Your per-campaign instructions are followed too.
• If you chose a conversation flow for the campaign, new chats from the ad start in that flow instead of the number's usual one.
• If you chose a customer journey, the person is enrolled in it. Any journey can also start from the trigger Messaged from a Meta ad, filtered to one campaign.
• The chat is marked as coming from the ad on the Meta Ads pages, with a link to open it in the inbox.

Reading your results

Figure	Meaning
Chats from ads	People who tapped an ad and wrote to you. Counted by Apolaris from the chats themselves.
Engaged leads	Chats where the person kept writing after the first (usually pre-typed) message.
Bookings	Appointments booked by those people within the attribution window. A multi-service visit counts once. "Booked through another channel" means the client booked later by phone or on your booking page.
Revenue	What those visits were actually paid at the till (refunds excluded).
Ad spend	What Meta charged, synced every hour.
Return on ad spend	Revenue ÷ spend. Shown only when your ad account and your salon use the same currency.

Campaigns you created in Meta's Ads Manager show up too, marked From Ads Manager; a manager can assign each one to a branch.

Ask the copilot, or let it tell you each morning

The AI copilot reads these same figures. Ask it "how are my ads doing?" and it compares them with the previous period and points out what needs a decision: a rejected ad, money spent without a single chat, chats that never became bookings, or a cost per booking that is climbing. Ask it for a new ad and it saves one as a draft here for you to review — it never publishes or spends. Every morning it also leaves a Meta Ads review on the AI board.

Calendar-aware pausing

Turn on Pause the ads while the agenda is full in a campaign and Apolaris checks, every 15 minutes, how many free slots the branch has for the advertised services over the next few days — using the same availability your WhatsApp assistant books with. When they drop below your threshold, the ads pause so you stop paying for chats you cannot book; when enough slots open up again, they resume. Campaigns you paused by hand are never resumed automatically.

Reporting results back to Meta

With Tell Meta which chats became bookings and sales switched on, Apolaris reports three results to Meta for chats that started from an ad: an engaged lead, a booking (with its value) and a paid visit (with the real amount). Meta uses them to show your ads to more people like the clients who actually booked.

This needs a WhatsApp number on the official WhatsApp Cloud API and a dataset chosen on the Connection page. Only results that happened in the ad's own chat are reported, as Meta requires, and results older than seven days are never sent. Meta may restrict this reporting for health and wellness businesses such as aesthetic clinics.

Branches

A user limited to some branches sees only the campaigns, chats and results of those branches, and can create campaigns only for them. Organization-wide campaigns and the Meta connection itself are visible to managers and users with access to all branches.

Troubleshooting

• "Your Facebook Page has no WhatsApp number linked." Link the number in the Page settings, then publish again.
• "Meta asked for the connection to be renewed." Open the Connection page and press Reconnect with Facebook. Running ads keep running meanwhile.
• A chat is marked "unmatched". The ad could not be found in your connected ad account yet — usually it was created in another account, or the connection is new. It will be matched once the ad is synced.
• The publish stopped halfway. Fix what the message says and publish again: Apolaris continues where it stopped instead of creating a second campaign.