Facebook Ads for Dating: Tips and Best Practices

Promoting Dating offers on Facebook is one of the best ways to attract traffic as well as get conversions and high commissions in affiliate marketing. The task is to develop the right creatives for your campaign in order to hit the target.

In this article, we would like to talk about the best Facebook ads for Dating vertical and discuss the best practices in 2024. But first, let’s discover Meta’ ad policy on Dating and which creatives you can use in promotion of Dating apps.

Meta’s Advertising Policy on Dating

Facebook is a platform that has a number of requirements for any advertisement. And such a niche as Dating is no exception. In Facebook’s Business Help Center, you can find an article dedicated to Meta’s advertising policy on Dating. Let’s have a closer look at key points:

• Meta Ads Dating Standards: To protect users from negative experiences, all dating ads require special permission from Meta before they can be run;
  
  
• Types of Dating Ads: Online and offline dating services, matchmaking services and dating profile management;
  
  
• What is not considered a dating ad:

– Literature or entertainment related to relationships (e.g., documentaries, TV shows, or games about dating);

– Social apps without matchmaking elements (e.g., meetup Dating applications);

• Requirements for Running Ads: You must obtain written permission from Meta by submitting a form. Certain types of services, such as those promoting sexual encounters, monetary transactions, or infidelity, are not allowed;
  
  
• Targeting Restrictions:

– Dating niche Facebook ads may only target users aged 18 or older;
– All ads must comply with Meta’s broader advertising policies, including privacy, personal attributes, and content rules.

Explore how to promote CPA offers with Facebook ads in 2024 with our article.

Best Practices for Dating Ads from Meta

Once authorized to run a Dating campaign, your ad can only be targeted to people who are 18 years of age or older. In addition, you need to create ads that complies with Meta’s broader advertising guidelines, including rules about personal attributes and Adult content.

In general, Facebook and Meta prohibit Dating ads that:

• Promote relationships based on financial transactions;
• Focus on sexual encounters;
• Encourage infidelity;
• Have a sexually suggestive tone;
• Promote non-monogamous relationships;
• Use pixelated or blurred images;
• Feature “selfies” where individuals are clearly taking photos of themselves;
• Imply connections with fictitious groups or individuals.

Advertising Policy on Personal Attributes

Facebook ads Dating should not include content that suggests or infers the personal characteristics of the audience. This includes any direct or indirect references to someone’s race, ethnicity, religion, beliefs, age, sexual orientation, gender identity, disabilities, health status, financial situation, voting status, union membership, criminal history, or name.

Examples of non-compliant language:

• “Meet black singles near you”;
• “Are you single and Christian?”;
• “Connect with other seniors”;
• “Are you gay and looking to meet singles?”;
• “Join trans women at our event.”

Examples of compliant language:

• “Connect with Hispanic men and women online”;
• “Date Hindu singles today!”;
• “A platform for seniors”;
• “Online dating for the LGBTQ+ community”;
• “A place to meet transgender singles”;
• “Find singles online.”

Dating ads that imply the ability to meet or connect with others should not be framed in a sexual context or designed to sexualize individuals featured in the ad. Overly suggestive ads tend to result in negative feedback and can harm the user experience on Facebook and other Meta platforms.

How to Run Dating Ads on Facebook: A Step-by-Step Guide

Starting Facebook ads Dating requires diverse research like demographics, age groups, social status, and many other characteristics of the target audience. But in this paragraph we will tell you how to run a campaign for people looking for a date via Facebook.

Step 1. Dating Advertiser Application

You can become a Dating advertiser on Facebook by submitting an application. Fill out the form. Then Facebook will review your Dating site to ensure it meets their standards. The platform also safeguards users from scams, ensuring that genuine services are offered and paid for.

Step 2. 

To ensure your Facebook ads Dating is aligned with platform’s guidelines, it’s vital to target your intended audience correctly. Follow these steps to prevent account suspensions or bans:

• Begin by accessing your Ads Manager and initiating a new ad;
• Navigate to the Ad Set to define your audience;
• Adjacent to Detailed Targeting, input “Single” in the search field. Opt for Single and Unspecified in the Relationship Status category;
• Beneath Detailed Targeting, select “Narrow Audience”;
• Confirm that your ad targets individuals aged 18 years or older;
• Under Interests, choose “Interested in Dating,” and optionally include additional interests.

By adhering to these criteria, you can rest assured that your ad account remains compliant with Facebook’s Advertising Policies, minimizing the risk of any disruptions.

Step 3. Create Your Advertising Strategy

Just like with any other ad campaigns, you must define your ad objectives (such as awareness or conversion), generate and test multiple creative variations, conduct tests to identify the most effective ad combinations. It is crucial to steer clear of using clichéd images commonly seen in Dating ads as they can lead to viewer disinterest and potential reports of spam. Negative feedback should be avoided at all costs. Instead, strive to be innovative by using distinctive visuals and compelling descriptions to differentiate yourself from the competition.

Reflect on why users turn to online Dating services. Compile a list of the issues they seek to address, like boredom, isolation, companionship, enjoyment, etc. By tailoring your ads to address these concerns, you can capture the attention of your audience and encourage clicks.

Step 4. Develop Compelling Ad Content

In the realm of Dating advertisements, engaging content reigns supreme. Your goal is to captivate your audience’s interest and draw them in to explore further about your Dating offer. Employ compelling language and evoke emotions to showcase the distinctive advantages of your platform. Emphasize the perks and the significance you offer to users. Add compelling call-to-action (CTA) phrases that prompt users to register, discover more, or engage in the intended action.

Step 5. Select the Appropriate Ad Format

Facebook provides a range of ad styles to pick from, such as image ads, video ads, carousel ads, and others. Each style comes with its unique advantages and can be strategically employed to communicate your message efficiently.

In Dating Facebook ads, integrating images of contented couples, genuine success anecdotes, or glimpses of your platform’s functionalities can be extremely captivating.

Step 6. Establish Trust and Security

In the Dating vertical, trust and safety hold significant weight. Integrate trust-enhancing components into your advertisements, like client reviews, security protocols, and privacy guarantees. Showcase any certifications or affiliations that underscore your reliability. Clearly convey your dedication to user safety and data security. By instilling trust in your audience, you can dispel doubts and motivate more users to interact with your dating service.

Best Practices to Make your Dating Facebook Ad More Engaging

Crafting compelling and innovative ads doesn’t require expensive gear or extensive time investments. Here are points to enhance the impact of your Dating ads on Facebook:

• Use vertical videos: A vertical video caters to the way most users hold their phones in their hands when scrolling Facebook. This choice ensures that your content occupies more screen space;
  
  
• Keep text concise: Given the rapid scanning habits of users on platforms like Facebook and Instagram, brevity is key. According to research by the Mobile Marketing Association, mobile users typically recognize ads in mere fractions of a second. Therefore, keep your text succinct, transparent, and to the point to effectively convey your message;
  
  
• Use the carousel format: The carousel feature enables you to display a series of images for users to swipe through, suggesting an excellent opportunity to showcase numerous products or brand visuals without additional costs;
  
  
• Add motion: Ads featuring movement can capture attention within the feed. Leverage templates available in Meta Ads Manager to transform your images into engaging video ads. Experiment with creating dynamic content through resources like the “How to create engaging reels” course;
  
  
• Employ CTA: Facebook and Instagram offer a variety of call-to-action buttons for ads. These buttons serve to draw focus and prompt user engagement. Tailor your CTA selection based on the desired user actions, experimenting with different options to determine which resonates most effectively with your audience and drives desired responses.

Also, you can find an article and delve into the best Dating ads creatives that have made a significant impact in the industry.

Dating Ad Creatives for Facebook Examples

There are the best examples of Facebook ads Dating that you can also meet on this platform:

Note: The advertisers use diverse techniques to attract Dating traffic on Facebook: catchy headings, concise text, video format, memes, emojis, and so on.

Veranika Minina

Veranika Minina is a fan of affiliate marketing. Veranika's articles are carefully crafted to simplify complex concepts, making them accessible to beginners while also offering fresh perspectives about CPA-networks for experienced marketers. Whether you're a beginner or a seasoned marketer, Veranika's writings are sure to inspire, educate, and motivate, guiding you towards a profitable affiliate marketing journey.