Meta Ads Editor
Ad button (CTA) and status
Pick the button for the ads in the upload and decide whether they go up paused, to review, or already active.
Quick answer
In the Meta Ads Editor, under Ad Status, the toggle off uploads ads Paused; on, Active. To change the button, open Page and Instagram, check Edit button (CTA) and pick it under Ad button. Click Create Ads.
Watch the walkthrough 0:27
Before you start
- Untouched, each ad goes out with the button of the latest ad in the ad set.
- The button change applies to every ad in the upload and does not change the destination link.
- In profile, lead and messaging ad sets, the button follows the ad set destination and is not changed.
Step by step
In this example, we upload ads already active and with a different button from the one the ad set uses.
- 1
Pick campaigns and creatives
Pick the account, check the campaigns and select the creatives.
- 2
Set the status
Under Ad Status, turn the toggle on for ads to go up Active. Off, they go up Paused.
- 3
Change the button
Open Page and Instagram, check Edit button (CTA) and pick the button under Ad button, like Learn more, Shop now or Order now.
- 4
Upload the ads
Click Create Ads.
Publish paused to review
Uploading paused and checking each ad with the Edit button in the upload panel avoids spending on a wrong ad. Even active, the ad goes through Meta review.
How to tell it worked
- The text next to the toggle shows Active or Paused.
- In Meta, the ads show up with the chosen status and button.
If something goes wrong
| Symptom | Likely cause | What to do |
|---|---|---|
| The button did not change | The ad set is a lead, messaging or profile one | In those ad sets the button follows the destination: it cannot be changed |
| The ads went up paused | The status toggle was off | Activate them in the manager or turn the toggle on in the next upload |
| The active ad is not delivering | It is still under Meta review | Wait for approval: Meta reviews every new ad |
Frequently asked questions
Can I choose the CTA button for ads when bulk uploading in Meta Ads Editor?
Yes. In Meta Ads Editor (the bulk ad upload screen), after you choose the ad set, the Edit button (CTA) section appears just below Page and Instagram.
- Select Edit button (CTA).
- Under Ad button, choose one of: Learn more, Buy now, Sign up, Subscribe, Contact us, WhatsApp, Get offer, Book now, Download, Watch more, Apply, Request a quote, or Order now.
Your choice applies to all ads in that upload and changes only the button: the destination link stays the same. If you don't select it, each ad uses the button from the last ad in the ad set (the default). For profile, lead form, and message ad sets, the button follows the ad set's destination and can't be changed.
Are ads published as active or paused?
Choose in the Ad Status field before you click Create Ads. By default, the switch is set to Paused, so ads are created turned off and you can review them before activating. When you turn the switch on, the label changes to Active and the ads start running as soon as Meta approves them. A common approach is to publish paused, check everything with the Edit button on each row (it opens the ad in Meta Ads Manager), and then activate. Keep in mind that even active ads go through Meta's review before they run.