How to run Meta ads for a game, and how to target players
2 min read
By Eduardo Orellana ·
On Meta (Facebook and Instagram), send traffic to your Steam page with a Traffic or Sales-type objective, use vertical video for Reels and Stories, and target by interests in your genre and in the games yours resembles, or let broad targeting learn once you have conversions. Run several creatives in one ad set, give it a week, and judge it on extra wishlists in Steamworks, since Meta cannot see what happens on Steam.
Meta cannot see Steam
Meta's optimisation works best when it can see conversions, and it cannot see a wishlist on Steam. That makes its reported numbers estimates; your Steamworks wishlist curve is the real result.
Setting up
- A campaign with a traffic or landing-page-view objective to your Steam page.
- Placements: Reels and Stories with 9:16 video; feeds with 4:5 or 1:1.
- Several creatives per ad set; Meta shifts spend to the best.
Targeting players
- Interests in your genre and the games yours is compared to.
- Countries where your price and language fit.
- Broad targeting once creatives are proven; the creative itself selects the audience.
Where Flockbay fits
Flockbay drafts Meta campaigns on your own ad account, created paused, with creatives cut from your real gameplay; you press Launch and can pause any time. Free in beta until 1 December 2026.