Facebook Ads integration

The problem

Clients had to create ads on Facebook, switch to ManyChat to set up the automation, go back to Facebook to check results, then come back again to compare data and build a funnel. Facebook’s new Marketing API gave us a way to fix that.

Process

We decided not to compete with Facebook’s Ads Manager. Instead we built a minimal tool with only the main features, starting with an MVP that worked with ads already created on Facebook.

The beta was a success, but managing ads created elsewhere brought technical problems, so we focused on ads created inside ManyChat.

Core features

A simple wizard for creating campaigns from scratch: set up an audience or reuse a saved one, choose placements or trust the automatic ones, design the ad with drag-and-drop, then build the Messenger automation that follows.

Better targeting

Targeting makes or breaks a campaign, so next we simplified audiences: create a Custom Audience from your subscribers, or use one to find similar Lookalike audiences.

It was a year-long deep dive into marketing — and the largest Figma file I had made at the time.

Results

Advanced users stayed with Facebook’s Ads Manager, but many beginners adopted the built-in tool. Some of the cases:

• A burger chain brought in nearly 500 new customers and raised the average sale by 20%.
• Recruiters cut hiring costs by 50%.
• A real-estate agency saw a 12× return on ad spend and $43,000 in gross commissions for their client.