How to Set Up & Run Partnership Ads on Meta (Step-by-Step)
Step-by-step guide to Meta partnership ads: Instagram & Facebook setup, ad codes, Partnership Ads Hub, identity display options, and optimization tactics.
Partnership ads are Meta's most powerful — and most misunderstood — ad format. They let brands run ads that display both the brand's name and a creator's handle in the ad header, combining the trust of a real endorsement with the scale of paid media. But most guides stop at the "what" and leave you Googling the "how."
Here's what you'll learn in this guide:
What partnership ads actually are — and how they differ from allowlisting and account takeovers
Step-by-step Instagram setup — with a partnership ad code AND without one
Step-by-step Facebook setup — with Facebook-specific quirks most guides skip
Partnership Ads Hub — the account-level permission flow from both the brand side and the creator side
Identity display options — when to show both identities, the creator only, or let Meta's dynamic identity decide
Performance tactics specific to partnership ads — creative testing, audience strategies, and mixed-campaign budget allocation
Whether you're setting up your first partnership ad or scaling an existing creator program into paid media, this guide has the actionable steps — not just theory.
How to Run Meta Partnership Ads with Influencers (Step-by-Step Guide)
What Are Partnership Ads on Meta?
Partnership ads (previously called branded content ads) are a Meta ad format where ads appear in-feed with both the brand's Page and a creator's Page or Instagram profile in the header. Unlike standard ads that carry only the brand's identity, partnership ads display the creator's handle alongside the brand's — making them feel like organic endorsements rather than traditional advertising.
This distinction matters because partnership ads are not the same thing as allowlisting or account takeovers. Here's the difference:
Allowlisting (whitelisting) gives a brand permission to run ads through a creator's own ad account — the creator's handle shows alone, and the creator's pixel fires. The brand has no direct control and must work through the creator's account.
Account takeovers give a brand temporary access to a creator's account to post organic content — no ad buying involved.
Partnership ads keep the brand's ad account in control: the brand creates and manages the ads in Ads Manager, targeting and budget stay with the brand, and both identities appear — but the creator retains the right to revoke permissions at any time.
For brands running Meta ads at scale, partnership ads offer the best of both worlds: the authenticity of creator content with the control and measurement of your own campaign setup.
Why Partnership Ads Outperform Standard Ads
Meta didn't build partnership ads on a hunch. Meta's 2022 Marketing Science meta-analysis of 15 advertiser split tests found that partnership ads, when run alongside business-as-usual (BAU) ads in mixed campaigns, deliver:
53% higher click-through rates
19% lower cost per acquisition
99% probability to outperform BAU ads alone
A separate Meta internal study of 300 brands found that Instagram Partnership Ads had an 82% probability to win for purchase outcomes, with a 3.9% lower cost per purchase and a 2.4x conversion lift compared to creator-handle ads without the paid partnership label.
And the results hold up outside of Meta's own studies. UK home-care brand Purdy & Figg ran partnership ads through Aspire over a 60-day period and saw:
468% increase in purchases
555% revenue growth
78% ROAS increase
35% decrease in CPA
The mechanism is straightforward: the creator's handle signals trust, Meta's auction gets more engagement signals, and — critically — the brand keeps full control over targeting, budget, and creative optimization in its own ad account.
How to Set Up Partnership Ads on Meta
There are two ways to run partnership ads, and they depend on which permission method you use. Content-level permissions let you promote specific posts a creator has already published. Account-level permissions (via Partnership Ads Hub) give you broader, ongoing access without needing per-post approval. We'll cover both for Instagram and Facebook.
Setting Up Partnership Ads on Instagram
Instagram partnership ads support two workflows. Which one you use depends on whether the creator generates an ad code for you.
Method 1: With a Partnership Ad Code (Recommended)
The ad code method is the smoothest workflow — the creator generates a code, shares it with you, and you paste it into Ads Manager. Here's the exact flow:
Creator side — generating the code:
The creator opens Instagram and creates their content (Reel, post, or Story).
Before publishing, they tap "Tag brand partner" and select your brand's Page from the list.
They toggle on "Allow brand partner to boost" — this is what generates the ad code.
They publish the content.
After publishing, the creator navigates to the post, taps the three-dot menu (⋮), and selects "Ad code."
They copy the code and share it with you.
Brand side — using the code in Ads Manager:
Open Ads Manager and click "+ Create" to start a new campaign.
Choose your campaign objective — Awareness, Traffic, Engagement, Leads, or Sales all support partnership ads. Match the objective to your goal; for direct-response campaigns, Sales or Leads objectives typically perform best with creator content.
At the ad set level, configure your targeting, placements, and budget as usual.
At the ad level, under "Ad Setup," select "Use existing post."
Click "Select post" and choose "Partnership ads" from the dropdown.
Paste the ad code the creator shared with you. Meta will pull in the creator's post.
Under "Identity," choose how your brand and the creator's handle appear (more on identity options below).
Complete your ad — add a headline, primary text if needed, and CTA — then publish.
Method 2: Without an Ad Code (Content-Level Permissions)
If the creator toggles on "Allow brand partner to boost" but doesn't generate a code, you can still find their content in Ads Manager:
Creator side:
The creator publishes their content with your brand tagged as a paid partner AND "Allow brand partner to boost" toggled on.
That's it — no code needed on their end.
Brand side:
In Ads Manager, create a new campaign and configure your ad set.
At the ad level, select "Use existing post."
Click "Select post" → "Partnership ads."
Instead of pasting a code, search for the creator's Instagram handle. Any eligible content they've tagged you in will appear in the list.
Select the post, configure your identity display, and publish.
This method is simpler for the creator but less reliable — if the tag doesn't propagate or the content isn't eligible (e.g., it's a Story posted more than 24 hours ago), it won't show up in Ads Manager. The ad code method avoids this ambiguity.
Setting Up Partnership Ads on Facebook
Facebook partnership ads follow a nearly identical flow, but with one critical difference: creators cannot generate an ad code during publishing on Facebook. They must publish first, then generate the code from the live post.
Method 1: With a Partnership Ad Code
Creator side:
The creator publishes a post or Reel on their Facebook Page (not their personal profile — Pages only).
After publishing, they navigate to the live post, click the three-dot menu (⋯), and select "Ad code."
They copy the code and share it with you.
Brand side:
In Ads Manager, create a campaign and configure the ad set as usual.
At the ad level, select "Use existing post" → "Partnership ads."
Paste the ad code. Meta pulls in the Facebook post.
Configure identity display settings, add your headline and CTA, and publish.
Key Facebook-specific notes:
Only posts and Reels are eligible for partnership ads on Facebook — Stories are not.
The creator must publish from a Facebook Page, not a personal profile.
If the creator is also an admin or editor on your brand's Page, Meta may restrict partnership ad eligibility — the creator should not have a Page role on the brand's Page for cleanest results.
Method 2: Without an Ad Code (Content-Level Permissions)
Creator side:
The creator publishes their Facebook post with your brand's Page tagged as a paid partner.
They must also enable boosting permission — on Facebook, this is under the post's "Edit" → "Branded content" settings.
Brand side:
In Ads Manager, create a campaign → ad level → "Use existing post" → "Partnership ads."
Search for the creator's Facebook Page. Eligible content appears.
Select, configure, and publish.
Account-Level Permissions via Partnership Ads Hub
Content-level permissions require per-post action from the creator. For ongoing partnerships — or when you want to create ads using a creator's archived content without their active involvement each time — you need account-level permissions through Partnership Ads Hub.
Brand Side: Sending a Partnership Request
Go to Meta Business Suite → All tools → Partnership Ads Hub (or navigate directly to business.facebook.com/partnership_ads).
Click "Add partnership."
Search for the creator's Instagram handle or Facebook Page.
Select the relevant ad accounts you want the partnership to apply to.
Click "Send request."
The request is now pending — the creator must accept it on their end.
Creator Side: Accepting a Partnership Request
On Instagram:
Go to your Instagram Profile → tap the hamburger menu (☰) in the top right.
Tap "Creator" → "Partnership Ads."
Tap "Ad partners" → "Pending requests."
Find the brand's request and tap "Accept."
On Facebook:
Go to your Facebook Page → Professional dashboard → "Partnership Ads."
Under "Ad partners," find the pending request and accept it.
Once accepted, the brand can create partnership ads from the creator's handle using any eligible content — including archived posts — without the creator needing to generate codes or approve each ad individually. The creator can revoke these permissions at any time, so understanding account roles and permissions helps keep these relationships organized as you scale.
Permission Types: Content-Level vs. Account-Level
Permission Type | Best For | Access Level | Approval Process | Creator Effort |
|---|---|---|---|---|
Content-Level | One-off campaigns, testing a new creator | Individual posts, stories, reels | Per-content — creator must toggle "Allow boost" on each post | Low per post, but repeated |
Account-Level | Ongoing partnerships, scaling with proven creators | All tagged content, archived posts, new ad creation | One-time setup, ongoing | One-time accept, then hands-off |
Identity Display Options
One of the most overlooked parts of partnership ads is the identity display setting — which accounts appear in the ad header. Meta offers three options, and choosing the right one directly impacts how your ad performs. Competitors barely cover this; Meta's own help page documents the options but gives zero strategic guidance.
Here's what each option does and when to use it:
Both advertiser and partner: Your brand's Page and the creator's handle both appear in the header. Use this for co-branded campaigns where brand awareness for both parties matters, or when the creator's audience doesn't yet know your brand. Both identities visible maximizes credibility signals. This is the safest default.
Partner (creator) only: Only the creator's handle shows. The brand's name still appears in the "Sponsored" label, but the ad looks almost indistinguishable from an organic creator post. Use this for testimonial-style ads where authenticity is the primary goal — think unboxing-style Reels and honest product reviews. The trade-off: less brand visibility.
Dynamic identity: Meta's algorithm decides which identity to show each viewer, optimizing for the combination most likely to drive the campaign objective. Meta recommends this as best practice for performance-optimized campaigns. Use this when you're running conversion campaigns and want the auction to optimize every impression — let the data decide.
A practical rule of thumb: start with both identities when launching a new creator partnership, test dynamic identity once the creative has proven itself, and save creator-only for high-performing testimonial content where the authentic voice matters more than brand recall.
Meta's Disclosure Requirements for Partnership Ads
Partnership ads live at the intersection of paid media and influencer marketing — which means they're subject to both Meta's advertising policies and, in many jurisdictions, FTC endorsement guidelines.
Required Disclosure Rules
When a creator publishes organic content with your brand tagged as a paid partner, the "Paid partnership" label appears on the post. When you boost that post as a partnership ad, Meta automatically adds a "Sponsored" label to distinguish it as paid media. You don't need to add separate disclosure text in the ad creative itself — Meta's label satisfies the platform requirement.
However, for campaigns in Special Ad Categories — housing, employment, credit, social issues, or politics — you must declare the category during campaign setup. These categories carry strict targeting limitations. Failing to declare a Special Ad Category when required can trigger ad rejections and account restrictions.
Best Practices for Clear Disclosures
Always obtain written permission from creators before using their content in partnership ads. Verbal agreements are not sufficient — Meta can request proof of permission, and FTC guidelines require brands to maintain documentation of material connections.
For lead generation campaigns, ensure your privacy policy URL is current, accessible, and specific to the campaign's data collection. An outdated or missing privacy policy is one of the most common causes of automatic ad disapproval.
Maintain open communication with creators throughout the campaign. Creators can revoke permissions at any time, and a creator who feels out of the loop may pull access mid-campaign.
Common Disclosure Mistakes to Avoid
Missing written permission: The most common — and most dangerous — mistake. Meta requires explicit written consent before any partnership ad can launch.
Not declaring Special Ad Categories: If your ad relates to housing, employment, or credit — even tangentially — declare it. Meta's enforcement is algorithmic and aggressive.
Using a generic privacy policy URL: A one-size-fits-all privacy policy that doesn't mention the specific data collected by your lead form can lead to disapproval.
Assuming the "Paid partnership" label is optional: It's not. Meta's branded content policy requires the label on all compensated creator content, organic or paid.
How to Improve Partnership Ad Performance
Getting partnership ads live is step one. Making them outperform your standard ads — consistently — requires tactics specific to this format. Here's what actually moves the needle.
Test Creator Creative vs. Brand Creative — Systematically
The biggest mistake brands make with partnership ads is treating them like standard ads with a creator's face slapped on. Creator content performs differently, and the patterns are consistent:
Unpolished creator content tends to outperform polished brand creative in partnership ads. The reason is straightforward: when an ad header shows a creator's handle, viewers expect creator-native content — vertical, lo-fi, authentic. A slick, studio-produced creative under a creator's name creates cognitive dissonance.
Short-form Reels consistently outperform static images for partnership ads. The creator's personality — voice, mannerisms, reactions — is the ad's advantage, and Reels showcase it.
Test within mixed campaigns: When you run partnership ads and BAU ads in the same campaign (which you should — more on that below), Meta's auction dynamically allocates spend to the best-performing ad. Use this as a built-in testing engine: let every new creator creative compete directly against your best brand creative and let the data decide.
Optimize Identity Display for Each Campaign Goal
The identity display setting isn't just a cosmetic choice — it changes how the ad is perceived and auctioned. Revisit the three options from a performance lens:
Conversion campaigns: Dynamic identity is the default Meta recommends. The algorithm tests both identities against your conversion event and favors the winner. If you're optimizing for purchases, let dynamic identity run.
Brand awareness campaigns: Both identities. You're paying for reach, and every impression should associate your brand with the creator's endorsement.
Retargeting campaigns: Creator-only can work well here — the viewer already knows your brand, and the creator's face is the fresh signal that gets the click.
Audience Strategies That Leverage the Creator's Following
Partnership ads don't just borrow the creator's content — they can tap into their audience signals:
Custom Audiences from creator engagers: If the creator's organic post generated strong engagement, create a Custom Audience of people who engaged with it (available under "Engagement" custom audiences in Ads Manager). Target partnership ads to this warm audience for higher relevance scores.
Lookalike Audiences from creator followers: This is the advanced play — seed a Lookalike Audience from the creator's engaged followers (requires the creator to share audience insights or for you to capture engagement data from their tagged posts). The Lookalike finds people who resemble the creator's audience but at scale.
Avoid the "creator's followers only" trap: Partnership ads give you access to the creator's engagement signals, but you don't need to restrict targeting to their followers. Meta's auction already weighs the creator's signal; layering on restrictive targeting can limit delivery unnecessarily.
Mixed-Campaign Budget Strategy: Let the Auction Decide
The 99% probability finding from Meta's 2022 meta-analysis was specifically about mixed campaigns — campaigns where partnership ads and BAU ads run side by side. Here's how to execute this:
Create one campaign with a single objective (e.g., Purchases).
Use Campaign Budget Optimization (CBO) with a budget large enough to support at least 5–10 ad sets.
Include both partnership ad sets and BAU ad sets in the same campaign. Each partnership ad set can feature a different creator or creative variation.
Let the auction allocate: CBO will shift spend toward the ad sets generating the most conversions at the lowest cost. If a creator's content is genuinely outperforming your brand creative, CBO will fund it automatically — you don't need to guess.
This approach turns partnership ads from a separate initiative into a native part of your media mix. Track ROAS by ad set to confirm partnership ads are earning their share of budget.
Using AdAmigo.ai for Partnership Ad Management
Managing partnership ads manually — juggling ad codes from multiple creators, monitoring permissions, testing creatives across campaigns — doesn't scale. AdAmigo.ai is built for exactly this.
What Is AdAmigo.ai?
AdAmigo.ai is an AI-powered media buyer platform designed specifically for Meta advertising. As a certified Meta Business Technology Partner, it automates campaign creation, optimization, and monitoring across your ad accounts — including partnership ads. You set your goals and guardrails like budget caps and audience restrictions; the AI handles the daily optimization while you stay in control.
For partnership ads specifically, AdAmigo.ai's advantage is its ability to manage multiple creator partnerships, varied creative formats, and diverse campaign objectives in a single centralized view.
How AdAmigo.ai Helps Partnership Ads
Bulk ad launching: Create and test partnership ads from multiple creators in a single batch — no manual ad-code pasting across dozens of ads.
Centralized dashboard: Monitor creator-specific performance, permission status, and spend allocation in one place. No more hopping between Ads Manager, Business Suite, and DMs to piece together what's running.
Automated weekly ad creation: AdAmigo.ai generates fresh creative variations based on your top-performing ads, keeping partnership campaigns from going stale.
24/7 account monitoring: The platform watches for spend anomalies, ad disapprovals, and permission revocations so a creator pulling access mid-campaign doesn't go unnoticed.
Getting Started
Connect your Meta ad accounts to AdAmigo.ai — it takes about two minutes and gives the platform read/write access to analyze and optimize.
Complete the onboarding form with your campaign goals, budget limits, and brand safety preferences. This tells the AI how to tailor its recommendations.
Receive immediate recommendations — the AI analyzes your account and surfaces the highest-impact optimizations, from budget reallocation to creative testing opportunities.
AdAmigo.ai starts at $98/month for ad accounts with up to $5,000 in monthly spend, with higher tiers for larger accounts and a 14-day money-back guarantee.
"AI recommendations are spot-on, so I can make adjustments fast and see results right away. It's like having an extra set of super-smart hands helping me hit my KPIs." — Sherwin S., G2 review
Conclusion
Partnership ads are the closest thing Meta has to a cheat code — but only when they're set up correctly. A properly configured partnership ad combines the authenticity of creator content with the targeting precision and budget control of your own ad account. The difference between a partnership ad that works and one that doesn't usually comes down to three things:
Setup: Ad code vs. no-code, content-level vs. account-level — pick the right method for your relationship with each creator.
Identity: Choose your display option with intent. Dynamic identity for performance, both identities for awareness, creator-only for retargeting.
Testing: Run partnership ads alongside your BAU ads in mixed campaigns and let CBO allocate budget to what's actually working.
When you scale partnership ads across multiple creators, the operational complexity compounds fast — that's where AI-powered tools earn their place. Whether you manage manually or automate with AdAmigo.ai, the principles in this guide apply: clear permissions, honest disclosures, and a relentless focus on testing creator content against your existing best performers.
FAQs
What are the key advantages of partnership ads over standard Meta ads?
Partnership ads combine the trust signal of a creator endorsement with the targeting and measurement control of your own ad account. They consistently outperform standard brand ads because the creator's handle signals authenticity — and Meta's auction algorithm rewards that engagement. Meta's own research (15 split tests) found a 53% CTR lift and 19% CPA reduction when partnership ads run alongside BAU ads in mixed campaigns.
How do partnership ads differ from allowlisting (whitelisting)?
Allowlisting means running ads through a creator's ad account — the creator's handle shows alone, their pixel fires, and the brand has no direct Ads Manager control. Partnership ads keep everything in the brand's ad account: you control targeting, budget, and optimization, and both identities appear in the ad header. Partnership ads also give the creator the right to revoke permissions, which allowlisting agreements may not include.
How can I set up partnership ads on Facebook when my creator can't find the ad code option?
The most common reason: on Facebook, creators must publish first, then generate the ad code from the live post. Unlike Instagram, Facebook doesn't offer the ad code option during the publishing flow. Also confirm the creator is publishing from a Facebook Page (not a profile), that they've tagged your brand as a paid partner, and that they don't hold an admin or editor role on your brand's Page — that can restrict eligibility.
Which identity display option should I choose for partnership ads?
Start with both identities when launching a new creator partnership — it builds brand recognition while leveraging creator trust. Switch to dynamic identity for conversion campaigns (Meta's recommendation — the algorithm tests both and optimizes for performance). Use creator-only for retargeting or testimonial content where the authentic voice is more valuable than brand visibility.
Can I run partnership ads without getting a new ad code from the creator every time?
Yes — use account-level permissions via Partnership Ads Hub. Send a partnership request from Meta Business Suite, the creator accepts once, and you can then create ads from any of their eligible content (including archived posts) without per-post codes or approvals. This is the scalable way to manage ongoing creator relationships.