28 Oct 2025

5 Options For Facebook Destinations

Content Marketing

Do you know that there are many formats to Facebook Ads? Today’s post is on the 5 options for Facebook Destinations.

What are Facebook Destinations?

A Facebook destination is a particular place a Facebook Ad leads to. Facebook ads can be sent to a large variety of destinations, including a Facebook page, Facebook App, or Webpage. What most people do not know is that destinations can also include direction to FB messenger or app install. This post will talk more about the various options available to the advertiser.

Option #1: Messenger

We can do Facebook ads that have the messenger platform as a destination.

This is exciting because advertisers will now be able to select Messenger as a platform for call-to-action, including “send message” for a more personalised feel. It is worthwhile to note that businesses and developers can also select their target audiences and delivery times through the messenger. There are two options to this destination: (A) News Feed Ads that open conversations in messenger and (B) Sponsored messages.

(A) News Feed Ads that open conversations in Messenger.

In this option (A), you can target prospects and expose them to meaningful experiences on the Facebook Messenger Platform. When people click on your Facebook ad in the news feed, they will be led to an open Messenger thread with your ad copy. Here is one example:

(Source)

(B) Sponsored messages

Alternatively, you can have a Facebook destination as a sponsored message in messenger. In this case, the targetting is on the FB messenger itself. The idea is to have FB ads to re-engage people who are already in an existing conversation with your business via FB messenger. Here is one example:

(Source)

Option #2: Traffic to website

Arguably, the most popular option for a Facebook destination is a website URL.

Something to note is that the destination URL must function properly in all browsers. In addition, if the traffic is to a landing page, the product/service on offer must not misrepresent the product or service being promoted in the Facebook advertisement. Landing pages must also not contain products, content, or services not allowed as per the Facebook Advertising Policies.

Option #3: Facebook App Installs.

It is also possible to have a Facebook Destination as one which encourages your prospects to install a Facebook app. There are two versions to this: The Facebook Mobile Ads and the Facebook Desktop Ads.

With mobile app ads, it is possible to promote your mobile app as a sponsored story titled “suggested app”. An audience can then like, comment, share, and install your mobile app by clicking on the “install now” button.

The mobile app ad unit is made up of the mobile app’s name and the ad creative. It also includes a customizable call-to-action at the bottom of the ad. When your prospect clicks on the button, they will be directed to Google Play or Apple App Store to download the app.

Option #4: Lead Ads

Facebook lead ads are the best advertisements for lead generation campaigns on Facebook and Instagram. The idea of a lead ad is to let people demonstrate their interest by filling up a form in the advertisement with their details and allowing the business to follow up with them thereafter. Usually, the call-to-action is to “sign up”, “learn more” or “subscribe”.

The lead ad usually looks like this:

(Source)

Option #5: Store Visits

Last but not least, a Facebook destination can be a URL to an e-commerce store.

(Source)

According to Adweek, the average order value online stores receive from each FB ad referral is USD$85. This is not a bad ROI generated.

To do effective e-commerce ads, remember to use the AIDA copywriting model with an eye-catching picture.

AIDA stands for:

(A)ttention-grabbing headline. Use words like “Don’t miss out”, “limited time”, “hurry”, “today only”.
(I)nterest. Talk about the benefit of the product to your prospect.
(D)esire. Talk about how this product satisfies a want in your prospect.
(A)ction. And always end your ad with a clear call to action so that your prospects know what to do. It can be “Buy now”, “Shop now” or “Act now”.

Usually having a detailed buyer persona will help in e-commerce advertisements on Facebook.

We hope you have enjoyed today’s post on the 5 options for Facebook destinations! Have a great week ahead.