Get Started With Facebook Collaborative Ads

Facebook Collaborative Ads: What They Are and How They Work

Facebook collaborative ads are a way of connecting brands with retailers, with the prime goal of fostering efficient and performance-oriented partnerships that benefit both parties. They were originally named “Collaborative Performance Advertising Solutions (CPAS)”, but they were rebranded in 2019 into the shorter, more compact and straightforward “Collaborative Ads”.

They have since been used as a powerful tool for brands and online merchants to work together and grow their respective businesses faster and more reliably.

How Do Facebook Collaborative Ads Work?

The CPAS strategies are designed with online merchants in mind. If a brand uses online retailers and marketplaces to sell their products, then the Facebook collaborative ads are an effective way to reach their campaign targets, as they can be customized to cater to 3 different goals:

Goal #1 Awareness

Facebook collaborative ads can help brands reach a broader audience and build awareness about their brand and products. The goal here is to prospect large audiences through strategic promotional campaigns, collect that data, and further use it to devise a successful sales campaign.

Goal #2 Traffic

Facebook CPAS can be used effectively to drive traffic exclusively to the chosen retail partner’s website or mobile app and prevent the brand’s ads from competing with the partners. This will, in turn, benefit the brand as well, as these CPAS strategies can help lower their campaign costs.

Goal #3 Sales

Increasing sales is the end goal of any business, regardless of any other targets set in place. The Facebook collaborative ads once again prove to be a very welcome tool that brands can use to reach this goal. 

Through the CPAS strategies Facebook has made available, brands can prospect new audiences, retarget customers, and drive up their sales. 

The CPAS collaborative ads will show the brand’s products to people who have expressed an interest in similar product offerings from other sources. CPAS strategies also involve bringing the products back to the customers’ attention at set time intervals after they have initially shown an interest in them.

How To Get Started With Facebook Collaborative Ads

  1. If you are a brand looking to partner with a retailer, start by prospecting the market in your region to identify any potential partners. You can do this through the retailer directory or your Meta sales team. If you are a retailer, take the same route through your Meta sales team to check for eligible businesses in your region.
  2. To get the ad up and running, the retailer will present a catalog segment to the brand. They, in turn, will need to review it and agree to the terms and conditions laid out.
  3. It’s best to use a dedicated Facebook Collaborative Ads account for each separate retail partner

Setting Up A Facebook Collaborative Ads Campaign

  1. Go to Ads Manager and switch on the Collaborative Ads toggle
  2. Click on <Create>
  3. Start by selecting the ad objective from the Ads Manager:
  • If you plan an awareness campaign optimized for reach and impressions, look for options like brand awareness or reach objectives.
  • If your campaign focuses on traffic, select the Traffic objective for your ad.
  • If your goal is a sales campaign optimized for conversion events or link clicks, select the Sales objective for your ad. If you are presented with multiple options, select either catalog sales or conversion objectives.
  1. Under the Conversion tab, choose the catalog segment your retail partner has shared with you. This is an optional step, so if your partner has not shared a catalog segment with you, you will not be able to monitor any sales or other conversion events on their website.
  2. Choose which audience you want your ads to reach.
  3. Opt for the placement of your liking.
  4. Under the Optimization and delivery tab, choose the appropriate option for your ad objective:
  • For an Awareness campaign, select reach or impressions.
  • For a Traffic campaign, choose from link clicks, daily unique reach, or impressions optimization.
  • For a Sales campaign, choose either conversion events or link clicks.
  1. Select the format you wish to use for your ad.
  2. Under the Destination tab, make sure to only enter your retail partner’s destination link in the URL field provided, to ensure your ad doesn’t get automatically paused.
  • For a traffic campaign, select whether you want the traffic destination or conversion location to be either the app or the website of your retail partner.
  1. Click Publish, and you are ready to go!


How To Optimize Your Facebook Collaborative Campaigns

Tips to make the most out of your Facebook Collaborative Ads Campaigns

  1. Target broad audiences. The more people see your product pages on a retailer’s website or app, the broader the opportunity for retargeting and driving more sales. Which brings us to the next tip:
  2. Use retargeting. Retargeting will show ads to people who previously showed an interest in your products (viewed them on a retailer’s website or mobile app).
  3. Regularly review your catalog segment and keep it updated. Only retailers can make changes to the catalog segment, so contact your retail partner if you wish to add products.
  4. Use separate ad accounts. Keep a dedicated account for each retailer you partner with and only run Collaborative Ads on that account.

Final Words On Facebook Collaborative Ads

When used correctly, Facebook collab ads are a valuable and reliable tool that enables brands and retailers to work together to reach their goals. If you would like to get a taste of it and see for yourself the Facebook CPAS work their magic, contact us right here

We will schedule a call to talk about all the ways in which we can help you keep up with the times and supercharge your Facebook ad campaigns

We will use our decades-long experience to leverage technology and help your business scale and thrive in the ruthless online landscape! 

We look forward to hearing from you and learning all about your business! 

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Camilla | Marketing Specialist

Camilla works hard to ensure that the Marketing strategies and executions are on point and data-driven, not only for our clients but internally at Profitable Media as well. She’s been coming up with innovative ways to reach and engage audiences for over 8 years.

Camilla B. <br><span>Digital Marketing Specialist </span>

Camilla B.
Digital Marketing Specialist

Camilla works hard to ensure that the Marketing strategies and executions are on point and data-driven, not only for our clients but internally at Profitable Media as well. She’s been coming up with innovative ways to reach and engage audiences for over 8 years.

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Vlad P. Marketing Specialist at Profitable Media, LLC

Vlad Popirda


If you’ve been swayed, convinced, or otherwise persuaded by the writing on our page or in some of our emails, chances are Vlad was the man behind it.

Be it Social Media Management, Marketing Strategy, PPC Ads, or Copywriting, you can rely on him to get the job done.

With a Bachelor’s in Marketing and a Master’s in Advertising, his life’s work is to leave this world better than he found it, and he aims to achieve that by putting his talents in the service of the right people and helping businesses make a difference in the world.

Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

Alisa Villanueva Account Manager at Profitable Media, LLC

Alisa Villanueva


Alisa is the glue that brings all the parts of our operation together. The one always keeping an eye on the bigger picture. The person that makes sure that it all works smoothly and on schedule, giving everything an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

While juggling her different tasks (Project Management, Web Design, Quality Control, Customer Service), one thing never changes: she will use her artistic sense to make a project unique and she will hear out the person she is working with, understanding their needs and wishes while integrating and tying them all together to create an outstanding final product.

When she’s not tuned in to her work, you’ll find Alisa taking ordinary things and making them beautiful. In her artistic endeavors she explores many different mediums of expression, like painting, ceramics, dance, and cooking. Among these, her dancing stands out, as she is part of a salsa dance performance team, doing gigs both locally and nationally.

Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky Chief Operations Officer at Profitable Media, LLC

Zach Warshawsky


Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

Henry Hamamjy Chief Executive Officer at Profitable Media, LLC

Henry Hamamjy


One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

With a background in Sales, Marketing, Management, People Development and Leadership, he puts it all to good use in the service of his clients and fellow team members, helping them better themselves. 

He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.